EyeforTravel Research Case Study
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How did Egencia overcome the challenges of mul�ple user devices?
Egencia’s Mobile
Egencia had no par�cular difficul�es op�mising to different devices,
Journey….
because they are linked to opera�ng systems rather than individual
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devices. They stress that being too complicated will lead to less usage.
Even if the traveller has an advanced phone, the arranger may not.
T
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c
Europe
Egencia on the go
November 2008: launched
This was developed to support par�cular opera�ng systems as opposed
Egencia on the Go mobile portal to how it worked on a par�cular device. They focused on the top 7 or 8
to the public opera�ng systems. They are doing their best to stay in sync with the rapid
changes in mobile and not developing for dead-end opera�ng systems or
March 2009: launched flight
trying to cover everything
alerts service in line with what
has been offered by the US
Egencia mobile portal
division
They have not purchased a specific domain, it is a mobile version of
Egencia’s website that will automa�cally adjust to the device linked to the
US
underlying opera�ng system. Any web-enabled device will run the Egencia
portal.
November 2007: Launched
Egencia on the Go flight alerts
Where has Egencia rolled out their Mobile services?
2009: Preparing to rollout the
US version of the mobile portal
Globally, the strategy came from two different ends due to differing
and begin strategic planning with
needs and capabili�es. This was also designed to be able to test and
respect to which other markets
compare and then build an overall compelling offering.
should be mobilised In Europe, they started with the mobile portal and in the US, on-the-go
alerts first.
Two independent parts of the business developed this separately based
on perceived priori�es. They now have the ability to share insights and
experiences, and then converge.
How markets might differ and influence mobile things in the US. But the ordering is different. The US is
strategy…
planning an equivalent mobile portal to that in opera-
In Europe, Egencia has found people are more used
�on in Europe, thus genera�ng a consistency between
to and comfortable searching and pulling the required
US and Europe offerings. They feel that this will gen-
informa�on to them, hence the portal. Plus Egencia
erate learnings and be the basis upon which they can
iden�fied Europe to be ahead of the US in terms of
build other capabili�es on top of this as they track us-
the use of smartphones and recognised a dis�nct dif-
age.
ference whereby European corporate travellers could
more quickly and conveniently access and pull down
What about travel markets outside Europe and the
the type of informa�on you get from a portal.
US?
In the US, it was more about, give me that informa�on, In terms of other markets, they plan to take a similar
proac�vely send it to me. Thus the push alerts model. approach i.e. the APAC region, how are people using
When considering booking func�onality, they really mobile devices there? They iden�fy penetra�on to be
feel it depends on the market. For example, compar- quite high for example in China and South East Asia,
ing France to UK; in France, the trends show that most and feel it makes sense to do something a li�le bit dif-
bookings are done by arrangers who are not going any- ferent. i.e. ques�on if they using mobile for search or
where. But in UK, most bookings are done by travellers. transac�on based services and look at a number of
This will have an impact on the appropriate func�onal- those countries where they recognise mobile internet
ity of the services. usage to be higher than desktop internet usage.
Global strategy challenge: Global mobile offering is dif-
Consolida�ng their strategy… ficult to conceive due to techno differences i.e GSM/
In terms of strategy consolida�on, what they have seen
CDMA, roaming costs, etc.
happen in Europe is pre�y much how they will evolve
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