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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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informa�on you could add relevancy to your customer experience using subtle hints:
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people who slept in this hotel favoured the following restaurants around you.
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The huge amount of possible combina�ons might create hesita�on to jump on the
bandwagon and try to see where it is all heading. This is perfectly understandable in �mes
in which we only spend a Euro pound, dollar or rupee if we are likely see it again tomorrow.
Here’s the good part: you’re able to create mobile customer services that are perceived as
being so relevant, your customers are willing to pay for them. These services are not out in
the open, but they exist.
The hard part for most travel companies in finding these opportuni�es is to realise
that these services start where the process normally ends: a�er the booking has been
completed!
All of our mobile travel solu�ons start with a low entry, proven market solu�on that
customers have proved to pay for: flight no�fica�on. We integrate our flight no�fica�on
service with your booking engine. This integra�on is a no frills exercise and takes a week
or two on average to realise. Once integrated, the PNR informa�on is exchanged and our
systems analyse the i�nerary. Based on pre-configured events in a trip (flight delay, gate
change, baggage claim, departure, cancella�on, car rental, hotel booking, etc) we will push
relevant (premium) messages to the traveller, anywhere in the world.
Depending on booking volume this service shows return on investment cycles of days rather
than months. Once the flight no�fica�on service is integrated we are able to monitor your
travellers based on PNR data. The system knows where your traveller is and in which stage
of the travel cycle. We know whether he or she will get in trouble and can pro-ac�vely alert
account managers, management and of course the traveller. At the travel loca�on, it also
allows for automated ground hostess services, yield management in and around hotels,
tourist a�rac�ons and so on and it can solve transport issues like reserva�ons for buses
and taxis.
All of the above services are based on voice and messaging solu�ons. It relies mainly
on ‘pushing’ technology. The next level of mobile travel solu�ons is a branded mobile
applica�on. We serve this applica�on either on a personal mobile internet site or a
custom built mobile applica�on. The la�er allows for the richest possible communica�on
with your traveller, least amount of mobile data transmission and creates many service
enhancements: always in the right �me and place.
The messaging layer of the service is able to trigger the mobile applica�on installed on
your traveller’s handset, allowing for more informa�on exchange then the 160 characters
SMS or short email solu�ons. The philosophy behind this mobile traveller applica�on is to
give your customer a travel wallet in which all of his informa�on is stored and actualized
during the trip. The future of this mobile applica�on is to create s�ckiness and to keep your
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