EyeforTravel Research Case Study
“Our approach to mobile is a combina�on of listening to customers combined with opportunis�c poten�al
… there is not one solu�on it is all about combining mul�ple things to provide a truly beneficial service to
someone. Something we need to build on incrementally that will end up as a comprehensive solu�on.”
– Paige L Young, Egencia
How do Egencia see the future in Mobile?
Capable and context sensi�ve informa�on…
Current applica�ons in the mobile space are a only a two-way interac�on, a pre�y basic data swap. Moving for-
ward, as devices become more sophis�cated you are seeing a new genera�on of capable and context sensi�ve
informa�on that is sent to a service that can provide a much quicker response with richer data is the key direc�on
of development. Lots of things happening in isola�on are coming together.
From a rudimentary point of view, you can approximately work out where they are and provide contextual infor-
ma�on on the basis of where they are. Other way around more futuris�cally is what info do travellers want to
provide proac�vely to their travel consultants. i.e. loca�on, connectedness to travel arranger, their travel history.
All these combine to provide faster and more context aware services.
Balancing the human touch and technology
The key is how much of these services can be provided by human beings and how much by technology. A care-
ful balance is required that is focused on humans take advantage of more powerful technology. Tech must seem
human, not technology like. Blending these together is crucial to offer a genuinely interac�ve service.
Small useful applica�ons rather than one killer applica�on…
Another area is the use of mobile in Mee�ng and Incen�ves i.e. being able to see a conference agenda on smart-
phone, where your colleagues at the conference meet up to go for a dinner and use mobile social networking
from a business perspec�ve. Many li�le useful applica�ons that can be used in crea�ve ways to address a number
of needs. Probably not one single killer applica�on.
Egencia’s Golden Rules of Mobile:
1. What your users tell they want and are going to use 6. There is a need to be sensi�ve to what types of
is not necessarily what they will actually use. Some- devices are out there, i.e. do you only develop for
�mes it is great to be an early adopter and other iPhone? In corporate travel, the blackberry/PDA is
�mes it is be�er to come up behind the compe�- currently more dominant
�on and focus your offering. Need to understand
7. Accessibility to the service is crucial; Is it an app you
what direc�on technology is going and be prepared
have to install or a web interface? how many people
for game breakers, i.e. the iPhone.
are actually savvy enough to download an app? A
2. Apps can be built on top of other apps. Systems in- URL based approach has addi�onal advantages
tegrators will be very valuable to pull together tech-
8. Speed and Connec�vity is an important consider-
nologies to address par�cular scenarios. All has to
a�on. What type of info and how much of it are you
come back to the way travellers actually work and
trying to send? Simple is o�en the best way to go to
want to work and addressing those needs.
address peoples’ needs
3. Resolu�on capability – informa�on only goes so far.
9. True usefulness of these services, do people actu-
You will see a lack of adop�on if it is not easy and
ally accomplish what they set out to accomplish in
work within the way that business travellers experi-
using these services, �me value of money is crucial
ence the travel process.
for corporate travellers as it is for arrangers etc
4. Assess your capabili�es and determine to what
10. Understand Time value of money – what do you do
extent you outsource/leverage partners. You can
with that informa�on, the informa�on quality allows
either try to do too much in house or outsource too
you to make be�er and more informed decisions,
much and lose control of your strategy and execu-
travel spend and proac�ve ability to keep control of
�on.
these things. At the moment greater need for travel
5. The quality of the user experience is all important – approval and greater need to respond to �ghtened
It can’t be too difficult to use or it will not be used approval processes. Streamlined as possible.
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