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Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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The US is the standout here, and respondents from this region clearly feel they understand
the challenges of the mobile space pretty well already. For all our respondents, though, it
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is apparent that an awareness of the challenges of mobile technology coupled with a lack
of knowledge of how to reap the benefits has caused many to stay their hand at present. o
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What are the challenges the travel industry have identified?
Figure 2.24: Breakdown of challenges identified by the travel industry
Consumer Use 19.6%
Technology 12.9%
Internal 12.2%
Interface 12.2%
ROI
10.8%
Device & Network 7.7%
Creating Value 7.7%
Sales 7.0%
Education
4.3%
Marketing
2.6%
Database
1.6%
Competition
1.4%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22%
Source: EyeforTravel Research 2009
Interestingly, issues surrounding ‘consumer use’ also surfaced as the most common
challenge in the question (21%): “What do you regard as the biggest challenge for travel
companies when thinking about “mobile” strategies?” Whilst also focussing on the actual
use of mobile phones for reasons other than personal communication, different themes
emerged and more concentrated on how to actually build trust and engage with the
consumer within the Mobile space. Challenges of changing consumer behaviour and
perceptions are identified and the need to educate the consumer in order to increase the
use of mobile technology applicable to the opportunities identified.
Secondly (13%), emphasis is placed upon the challenges related to ‘technology’ and
attention is drawn to limitations in the development so far as well as a lack in understanding
towards the technology that is available in order to achieve some of the opportunities
outlined. It is also pointed out that the development of good travel applications is a
major challenge, plus the general cost and integration of related technologies is a slight
hurdle. For example, the integration of Mobile technology with legacy systems is often
raised and a challenge that needs to be addressed, particularly if it is to be used as a
distribution channel.
12% of respondents concentrate on the challenge of the ‘interface’. Issue surrounding
multiple devices and generating usability across these multiple platforms is causing some
concern. It is also highlighted that managing quality content that will work with the type
of interface mobile phones offer. This is a key challenge that needs to be addressed for
developing mobile websites.
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