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Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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Travel suppliers, Travel intermediaries and the challenges…
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Figure 2.25: What is the biggest challenge for travel companies when thinking
about “mobile” strategies? (Suppliers/Intermediaries Comparison)
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Suppliers Intermediaries
24%
22%
21.4%
21.9%
20%
18%
16.9%
16%
14.6%
14%
12.3%
12% 11.3%
11.4%
10.6%
10%
8.7%
8.8%
8.1%
8.3% 8.1%
8%
7.4%
6.3%
6%
5.9%
4%
4.0% 3.8%
2.5% 2.5%
2.3%
2% 1.1%
1.3%
0.6%
0%
nal
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OI
alue face
ork
Int
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Sales eting
ase
Int
T
echnology
EducationMark
Datab
eating V Competition
Consumer Use Cr
Device & Netw
Source: EyeforTravel Research 2009
An interesting delineation exists between the views of suppliers and those of intermediaries.
A striking proportion of intermediaries (22%) are focused squarely on ‘Interface’ issues;
which as we have highlighted above includes the challenge of dealing with multiple
devices amongst the consumers and achieving a usable interface. This group also address
issues of delivering quality content based on device interface limitations.
Suppliers on the other hand are concentrating more on concerns around ‘consumer
use’ (21%). This category highlights the issue of consumers actually using the mobile
phones within their travel buying cycle and the challenges of building trust, engagement,
confidence and changing perceptions, as well as educating the consumer about
opportunities via mobile devices.
‘Consumer use’ falls in second place within the intermediary group (17%) and for suppliers
a weighting upon the challenge of technology is far greater than intermediaries. ‘Internal
issues’ and ‘ROI’ are placed equally high in both segments. The only other difference that
stands out is sales vs. creating value. A higher proportion of Intermediaries are discussing
‘sales’ as their major challenge while suppliers are looking more closely at figuring out
how to ‘add value’.
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