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Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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12% also stated that their biggest challenge is ‘internal’. This includes achieving buy-in
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from senior management in order to sign off budgets, having the resources to manage
Mobile properly and to have the right skill set for proper implementation. The other
challenge internally is the need to adapt and having the ability to change the current o
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mindset of the company or specific individuals. It is also highlighted that it is a challenge
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to develop new strategies and adapt with the speed that everything changes.
11% focus on ‘ROI’. Themes surrounding this include the challenge of generating ROI
and also how to prove it is a good return. This includes understanding analytics and
developing benchmarks specifically for Mobile. This may also include challenges such
as ‘sales’ (which comes down the list) but actual return is not necessarily specified in this
theme as it will differ from company to company.
8% consider ‘creating value’ a key challenge for Mobile. To be able to successfully use
Mobile as a marketing channel but avoid intrusion into consumer privacy is understood
as a vital development for the success of Mobile. Understanding how to be relevant
and create value is a challenge being addressed. Understanding how to develop
personalisation strategies in line with this is also drawn attention to.
8% also find the main challenge lies with the ‘devices & networks’. This includes issues
such as network limitations in some areas, the functionality of mobile phones and so on.
It also covers issues such as standardisation which relates to a current lack of standards
developed within the networks for data plans, etc. and also the lack of standardisation
relating to data privacy on a global scale.
7% fall under the ‘sales’ category and discuss the challenges of actually achieving
bookings via the Mobile web. The concerns raised include the type of bookings that will
be made, process complications, security issues, the development of consumer trust and
managing actual conversions. A key theme within this category is payment and how to
enable actual transactions via these devices.
4% consider the ‘education’ to be a major challenge. Discussions centred around both
internal (organisational) and external (consumer) education. 3% focus on marketing
challenges, including the challenge of developing appropriate marketing strategies
and developing brands in line with this. Questions addressing whether Mobile fits the
particular brand is also raised. 2% related to the challenges of managing and developing
databases. 1% look more closely at the competition generated from and within the
Mobile space.
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