Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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What are the opportunities the travel industry has identified?
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Figure 2.22: Breakdown of opportunities identified by the travel industry
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Consumer Use 24.1%
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Sales & Marketing 17.1%
Connection 11.9%
Communication 11.0%
ROI 9.1%
Customer Service 6.3%
New Channel 4.9%
CRM 3.5%
Competitive Edge 3.0%
Personalisation 1.9%
Information 1.6%
Push Marketing 1.4%
Location based 1.2%
Product Development 0.9%
Added Value 0.9%
Operations 0.7%
Ancillary
0.2%
0% 2% 4% 6% 8% 10% 12% 14% 20% 16% 22% 18% 24% 26%
Source: EyeforTravel Research 2009
Discussions around ‘consumer use’ stand out as the most recurrent theme in the results
from this open-ended question (24% of respondents focused on this theme): “What do
you regard as the biggest opportunity for travel companies when thinking about “mobile”
strategies?” The rapid rise in mobile penetration, recent developments of devices, advanced
functionality and growth in reach for potential travel consumers as a result are generally
highlighted. It is also stated that “if the penetration of iPhones [and other smartphones]
increases to more than 20% of the mobile devices, it will be very interesting”. Others
consider the more traditional mobile phones to be enough to take strategies forward.
What to actually do with this ‘reach’ is focussed upon, but by a smaller proportion. Around
17% suggest that the opportunity lies in ‘sales & marketing’ in a general sense. Various
aspects within this are emphasised. This includes themes from customer acquisition to
retention and using Mobile as a tool for brand awareness.
12% relate opportunities to the ‘connection’. It is a connection that is considered constant
and direct, offering opportunities that increase speed to market and real time delivery
of content. It therefore enables the delivery of content that is not bound by location and
available at the convenience of the consumer, thus increasing exposure at all possible
opportunities. In line with this, 11% of respondents state that the opportunities lie in
‘communication’ and engaging with the consumer. Themes surrounding this include
communication that is again constant, instantaneous, direct, improved, not bound by
location and which are all considered to be enhanced by Mobile.
9% identify opportunities in the ‘ROI’. Visions of reduced costs, increased revenue and
increased profit are considered. These respondents look at efficiency and many consider
Mobile to enable simplification of a number of existing processes.
64 65
© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
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