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

S
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r
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y

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‘Customer service’ is rated relatively high with 6% focusing on this opportunity. Common
&
themes include information alerts and improvement in service delivery. This indicates an
opportunity not necessarily driven by transactional value but an extension of services to
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e

generate return by improving customer satisfaction. o
b
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5% highlight Mobile to be a ‘new channel’. It is emphasised that Mobile is considered a
new and untapped channel indicating that new strategies needs to be developed to take
advantage of the opportunities presented.
3.5% consider Mobile to generate opportunities to enhance ‘CRM’ such as loyalty
programmes.
Other key themes to emerge are the following:
• The ability to sharpen competitive edge through innovative use of Mobile technology
• Personalisation
• Push marketing such as last minute deals and other advertising
• Location based opportunities, including the use of maps
• Adding value to existing services
• Product development that is specific for the Mobile space
• Operations, such a ticketing and coupons
• Ancillary sales, therefore opportunities to up sell
Understanding the challenges…
Figure 2.23: How well do you feel you understand the challenges when considering
“mobile” as a strategy?
Global US UK Rest of Western Europe Asia
.
9
%
40%
3
8
%
35%
3
2
.
9
0
%
3
2
.
5
%
3
2
.
0
%
.
7
%
3
1
.
4
%
0
.
4
%
3
2
.
1
%
2
9
2
9
.
3
30%
2
7
.
8
%
25%
8
% 2
3
.
0
%
20%
%
1
9
.
1
6
.
8
%
1
7
.
1
%
1
6
.
2
15%
% 1
0
.
3
%
10% 8
.
8
%
7
.
1
%
6
.
5
%
%
6
.
6
%
5
.
7
%
6
.
1
%
6
.
3
% 5
.
4
5
.
0
%
5
.
0
%
5% 4
.
0
%
4
.
8
%
0
.
7
% 2
.
7
.
8
%
1
.
6
%
0
.
0
%
0
.
0
%
1
.
5
%
0
.
5
%
0
.
0
%
0
.
8
%
0
.
0
%
0
0
.
0
%
0%
Terrible Very poor Quite poor Just below Average Quite good Very good Excellent
(1) (2) (3) average (5) (6) (7) (8)
(4)
Source: EyeforTravel Research 2009
64 65
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