The School of Mobile Vol. 2 - The Detail
customers returning �me and �me again. By sending your customer offers, last minute
informa�on and tailored alerts when a vaca�on or flight drops below a certain price point
for instance.
In summary: The Sound of Data delivers a mobile travel technology solu�on that starts
with customers and start delivering relevant informa�on on the go and create traffic/
informa�on to your site so as to ensure your customers return.
The bo�om line of these solu�ons is about genera�ng revenue, not addi�onal costs.
The Sound of Data (est. in 1990) is an innova�ve European
wireless technology company that delivers reliable
communica�on solu�ons which generate new revenue and/
or decrease opera�ng costs for its clients. The Sound of Data
offers mobile solu�ons where travellers are willing to pay for.
h�p://www.sod.nl
The impact of Mobile on customer service and where travel companies have gone down the
wrong track previously when dabbling in mobile:
Historically, only tour operators have had the luxury of engaging in a dialogue with their customers
when they’re travelling. Tour operators use this dialogue to provide informa�on and assistance and
to sell des�na�on services. Mobile can enables other travel brands to create similar experiences for
their customers without the expense of physically employing a representa�ve at the des�na�on.
Man�c Point suggest to forget search and book for now, and that crea�ng a mobile dialogue to
enhance service and boost ancillary revenue is the low hanging fruit for mobile.
They suggest travel brands are best posi�oned to provide customers with a mobile dialogue
because they understand the customer’s i�nerary through the booking data they collect. Exploi�ng
this booking data is the key to providing travellers with �mely, relevant informa�on based on
knowledge of their loca�on and context of travel (e.g. it is Sue’s last day on holiday in Rome, so
remind her of the coach pick-up �me for the journey back to the airport).
To date, most travel brands have approached mobile as a simple extension to their online
experience and missed the point that mobile is the channel of choice when travelling, so services
need to be defined not only for the handset but with an understanding of the context and issues
facing the traveller. Furthermore, many travel brands that have taken their first steps with mobile,
have focused on their part of the journey, rather than looking at the whole trip from the customer’s
perspec�ve. This narrow, stovepipe approach means customers aren’t ge�ng the experience
they need and deserve. Furthermore, most first genera�on mobile services aren’t personalised,
requiring the customer to re-enter data and navigate cumbersome menu systems, so they have
to work hard to access the informa�on they need. The goal should be to provide travellers with
a personalised service that covers their en�re trip, so that rather then having to search for the
informa�on, the service ‘just happens’. So, from the traveller’s perspec�ve the mobile service is
simple, easy and relevant to them.
Source: Man�c Point
Go to Table of Contents Go to Table of Contents
116 © EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved. 117
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188  |  Page 189