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Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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2.7 How prepared is the Travel industry to embrace Mobile?
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Figure 2.31: How prepared do you feel in terms of embracing “mobile” right now?
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16%
M
14.3% 14.2%
14% 13.3%
12%
11.4%
11.6%
10.9%
10%
8.5%
8%
6% 5.3%
4.3%
4.8%
4%
2%
1.4%
0%
(1) (2) (3) (4) (5) (6) (7) (8) (9) (10) No
answer/
Extremely Extremely we will
unpreprared preprared not invest
Source: EyeforTravel Research 2009
This particular question serves to sum up the industry’s opinion and understanding of
mobile technology – there is currently no clear trend. As with level of understanding
questions discussed above, few were ready to say that they were completely ready,
with an even spread through the middle ratings, but with over half of our respondents
admitting that their preparedness warranted only a five or below.
There are various obstacles highlighted throughout the responses and one of the key
areas which this project aims to address is the situation being “we know we need to
do it” but there is currently a “lack of knowledge and expertise”. Travel companies are
considered to be “following the revolution of the mobile but [they] firstly need to be well
informed” in order to “enable a mobile market and distribution”. It is identified that one of
the key gaps in knowledge is “technology advancement, the possibilities that are now and
those which are currently being developed”. By developing this information it is believed
that they will have “information to adjust [their] technology strategies”.
Travel seems to have reached a turning point and “as always – it’s a question of where
to invest”. Several respondents commented that “[they] are ready … but not sure if they
consumer is”, others that “the ‘urgent’ demand is not ubiquitous quite yet” but a theme
that has emerged is the ‘chicken and egg’ problem meaning that without consumer use,
the industry will not invest, but without industry investment, the consumer use will not
necessarily grow. Who goes first? It is clear that some companies are being extremely
innovative in the Mobile space and an attitude that “mobile doesn’t scare us, it’s just
another technology enabled channel” is driving Travel’s position in the mobile space
forward.
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© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
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