Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction

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a
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l

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Aside from one or two exceptions our respondents were not completely decided on mobile
viability. Generally no clear pattern emerged; aside from somewhat fewer responses on
the bottom end and a slight bump on the top end, responses ran across the spectrum.
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e

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In the sales and distribution question above, for example, over 24% of respondents rated
M
viability at either 9 or 10, but almost 30% of respondents rated the viability of mobile
devices for sales/distribution at 5 or less. Opinions are clearly divided on these issues. The
mixed responses are a reflection of enthusiasm about Mobile but hesitations about where
it can be monetised.
For many it is a question of time – how long it will be before a mobile offering can
compete with the richness of offerings from traditional and online travel agencies as well
as direct distribution platforms. Or will it add a totally different dimension rather than
compete?
A Payment Platform?
Figure 2.20: How do you view the viability of mobile devices in the travel &
tourism industry as a travel payment platform?
Global US UK Rest of Western Europe Asia
25%
20%
%
1
7
.
6
1
6
.
7
%
.
1
%
1
5
.
7
%
15%
1
5
.
0
%
4
.
3
%
.
1
%
1
5
1
5
.
1
%
1
4
8
%
1
5
.
1
%
1
3
.
5
%
1
1
2
.
1
3
.
0
%
1
5
.
0
%
%
.
0
%
3
%
.
1
%
4
%
1
1
.
5
%
1
1
.
7
1
1
.
9
%
1
2
1
0
.
1
1
.
0
%
1
2
.
2
%
1
1
.
1
1
.
0
%
%
10%
9
.
5
%
.
8
%
8
%
9
%
1
0
.
1
%
1
1
%
8
. %
9
.
3
3
% 8
.
3
%
8
.
1
%
8
.
6
7
.
3
%
7
.
4
%
7
.
7
% 8
7
.
3
%
7
.
9
7
.
9
%
8
.
6
.
5
%
%
7
.
6
.
4
%
7
.
1
%
5
.
7
5
.
6
%
5
.
7
%
4
.
8
%
5
.
0
%
4
.
7
%
5% 4
.
0
%
4
.
3
%
0%
1 2 3 4 5 6 7 8 9 10
Low High
Source: EyeforTravel Research 2009
The least optimism accompanied the concept of a mobile travel payment platform. This
is relatively unsurprising as mobile payment solutions are considered a combination of
some of the most challenging aspects of mobile – a complex concept to simplify and
integrate processes and also re-address consumer concerns over confidence and security.
The Asia region again shows more of a response towards the positive end, reflecting the
existing popularity of mobile applications; consumers may appear more comfortable at
transacting on a mobile platform partly due to the fact that experience began on the
Mobile. The value limits are not explored though. In areas where this is not the norm
consumer trust is perceived as a large potential roadblock.
62 63
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