Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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cost of data to the consumer and therefore limited use of the mobile web, as well as
others with limited access to the mobile web. Networks have been criticised for lack of
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service in some areas and inconsistent connections to make this work. Again the issue
of standardisation is raised in this category as companies battle to develop appropriate o
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technologies necessary for different Mobile devices.
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24% stated that ‘consumer development’ was key area to address in order for Mobile
to become a mainstream sales and marketing platform. This includes the acceptance,
awareness, behaviour, confidence, trust and use by consumers, an expansion in the
demographics of the users, willingness to opt-in to services, and a need for education
and publicity driven by Travel companies is identified. The development and protection
of a new database is also considered vital.
Following on from this theme, around 13% of respondents focused on ‘industry action’.
This includes creating clear value propositions and gaining internal buy in initially. It
includes an organisational shift in culture, a change of mind set and continuous training
and development. It ultimately involves investment and the ability to adapt to changing
conditions in the market.
It is also emphasised by 12% of respondents that ‘industry knowledge’ is required to
push this forward. Companies are looking for education and an understanding of the
opportunities. It is suggested that it is needed to create awareness, define concepts and
invest in pilot projects. It is pointed out that from these concepts around ROI and case
studies will be able to be developed for the bettering of the industry.
The remaining themes are:
• For technology to be improved and companies to embrace it in a cost effective way
• To define best practice surrounding getting content right, generating relevant
communication, how to create seamless services, marketing best practice, creating
added value, how to eliminate processes, and what standards should be set and so
on.
• Create payment solutions that will be accepted by the consumers and address
security issues
• The development of good Travel applications
• The integration of Mobile into existing strategies, processes and systems
• Security, data protection and legal issues need to be addressed
• Marketing needs to be effective
As can be seen above there are mixed interpretations about the changes that need to
take place to make Mobile a reality. It has been stated that “small investments today
will pay off in big ways moving forward” but it is clear that without a real understanding
about where to invest and solid information to base strategies upon there is a barrier to
development.
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