The School of Mobile Vol. 2 - The Detail
The key to digital communica�ons is crea�ng relevancy for the recipient. Relevancy in
mobile push communica�on means: is this message worth interrup�ng my customer,
whatever he/se is doing at that par�cular moment. Relevancy in mobile pull communica�on
means presen�ng the right (personal) informa�on in less than 2 seconds. This sounds all
too familiar and even brings back the thoughts of one-to-one communica�on, CRM and all
of the other techno stuff we tried at the beginning of this century.
The difference between then and now is technology. The helping hand of technology
comes from (open) web services and the incredible increase in the intelligence of systems
in terms of logic processing.
It is possible to know the exact loca�on of your travelling customer if you are able to
interpret the i�nerary of your customer. Analysing the i�nerary of your customer gives
you knowledge of near certain events and when they will happen. You know when your
customer is packing, needs to think of travel insurance, will be travelling to the airport,
will be shopping at the airport, will be boarding, is flying, has arrived, will be ren�ng a
car, travelling to the hotel, needing a restaurant, returning home etc. These events create
opportuni�es to bring relevant informa�on to your customer.
FOCUS ON LBS:
The other helping hand of technology comes from technologies that are able to locate your
customer (or their cell phone) through mobile (network) services also known as loca�on
based services. These technologies reside either in the network (cell-tower posi�oning) or
in the handset itself through a GPS capable cell phone. The network services can be used
for push and pull communica�on, the GPS capability can only be used for informa�on
pulled by your customer (using a mobile applica�on or website).
By knowing the loca�on of your customer, it is much easier to decide whether your
message or service might be relevant to him/her. You should think of services like finding
a restaurant near the hotel, guiding them to the nearest tube sta�on, finding the nearest
cab driver, what’s the nearest interes�ng tourist point. Of course, combining an analysis
of the i�nerated travel events and the loca�on of the customer can create even more
relevant messages. And let us reiterate, the higher the relevance, the higher the value of
the communica�on that is sent to the customer.
The third technological helping hand (technology has many hands) that we didn’t have 10
years ago which can act as a massive relevancy creator is the pervasiveness of interlinked
social networks around us. The willingness of likeminded people to share interests,
experiences and thoughts is proved through successful travel communi�es like TripIt,
WAYN, TripAdvisor, Gekko and others. The interes�ng part for mobile technologies is
that many of these communi�es allow others to tap into the informa�on, through open
API’s (interfaces) that you are able to use in your applica�ons or services. By using this
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