EyeforTravel Research Case Study
Egencia’s Mobile Technology Development Process
The technology perspec�ve… internal integra�on and associated control
Egencia is a full service travel management company with a strong basis in technology. As a result, they are
rela�vely more empowered than some companies to build solu�ons due to their own significant internal
capability. They believe that leisure is so different to corporate travel you need developers to understand the
differences. That has lead to their ability to truly integrate a mobile solu�on of their own because they can
extend their own pla�orm to serve up content in a mobile format and integrate the portal experience with
that of the aler�ng capability. They have done that in a mul�tude of cases and the Mobile portal is an exten-
sion of their core pla�orm and they feel they are able to have complete integra�on and associated control
as a result. The en�re ini�a�ve for Mobile has been developed in-house and they have tested with various
clients during development process with different types of devices.
Leveraging third party vendors
Egencia’s ability to develop their core offering in-house is also combined with other providers that for ex-
ample enable the full aler�ng capability, such as the delivery of the SMS itself. Egencia stays focused on its
core business while leveraging third party providers for other capabitli�es. They then partnered with other
companies for the actual delivery of messages both within US and Europe.
An important lesson learnt: Making controlled decisions based on your core business
When assessing the actual capabili�es of a company and what extent they should outsource it/leverage
partners it is realised that companies can try to do too much in house or on the other hand outsource too
much and lose control. Some companies do not have the ability to truly integrate their service with other
parts of their business as they go for an own branded version of a generic mobile website that does not re-
ally offer compe��ve differen�ators nor is it a genuine extension of a compelling internal service offering.
When these companies are considering what’s the next step in mobile? Are they making their own decisions
related to their own core business or just being led by their tech partners?
“We looked at the usage of
Step by step enhancements to their Mobile offerings save
supply partners and found
Egencia �me and resources
that 80% of the usage is infor-
ma�on and no�fica�ons, only
1%-2% is booking, for some
As they release their mobile services, they plan to study use cases
US airlines for example. Users
and determine how customers are using the service and what they
say they want to use mobile to
are reques�ng in terms of desired func�onality, rather than building
book but this is not backed up
func�ons that will not be used, thus was�ng �me and resources.
by usage data.”
What informa�on are they using to develop their
This quote demonstrates the
mobile offerings?
importance of building actual
use cases and understand-
They are going through a variety of channels and looking at usage data,
ing the true needs of your
the compe��ve environment, conduc�ng surveys and asking travel
customers and how they will
managers
actually go about using mobile
on a day to day basis.
Jennifer Wolfe – Egencia
North America
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