EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail Chapter 1 - The Travel Buying Cycle
The Rummble of an idea as told by Andrew Sco�, On this basis we looked for ways of offering relevant
Founder, Rummble:
content to the traveller. We worked on a technology
based on ‘trust networks’. This automa�cally works
“The origin of Rummble comes out of a previous
out who you trust for different types of content; both
company I had, that built a pioneering LBS social
friends and strangers. It builds you a trust network
network using WAP and SMS, we ran this un�l
based on your own tastes.
2005. It was clear then that loca�on would become
a commodity as would the knowledge of who was
So when you go somewhere, it is rated out of 10,
nearby. The LBS space was very risky (this was later
but the ra�ng is personalised to you. You might see
proven with the release of the Google La�tude
8/10, but I might see 5/10 for the same venue; that
behemoth). So on the basis of these developments
is because it’s based upon the other ra�ngs in your
and the limita�ons around engaging in the ‘loca�on
trust network, determining how much you value that
commodity space’ I had another think about what I
recommenda�on. It saves the user a lot of �me and
could bring to mobile which was close to my heart. So
gives more relevant results. Thus you get immediate
I worked on the concept of things that are nearby that
context and trust based content recommenda�ons
are relevant to me. i.e. I would be in Rome and I knew
that are about more than just where you are.”
there was a cool bar nearby but traditonal local search
services only work well if you already know where you
want to go, what it doesn’t do is provide subjec�vity -
i.e. search or directories don’t cater for individual taste.
When you are out and about, you want something
within 30-60 seconds and you have limita�ons in
terms of content detail, i.e. you won’t browse through
pages and pages of recommenda�ons and reviews
on your mobile. Even on something as good as the
iPhone. Not feasible. People won’t do it. Due to this
you want to deliver content which is more relevant.
WAYN on mobile
• WAYN have historically not pushed a mobile offering. Currently they do have
an app which is a speaking translator that gives the user a number of key useful
phrases for travellers with 172 language combina�ons. Asking a girl out, direc�ons
etc. This app was provided for free to WAYN users for one week as a trial and they
had over 5000 downloads. This was not accessible within WAYN and required a
lengthy process of going to a URL link, clicking on something and downloading
the applica�on to your phone, not the most efficient process, which makes the
download numbers significant in light of this.
• The scope for apps is huge. There are 100-150 million apps being downloaded
thus far, 12 million from iTunes. 1000% growth in twelve months. That is very
significant and a great pla�orm from which to launch WAYNs next strategy. One of
the things WAYN believes is fundamental is being able to tap into a user’s intent.
Amazon’s ‘if you like this, you will probably like this’ is about the most advanced
workable seman�c algorithm. The key challenge with any of the innova�ve apps
and companies focusing on working out intent is scale. In order to link inten�on and behaviour to loca�on
you have to have a big database of that info or it is just not useful. (Interes�ng opportunity for larger travel
companies to use their scale to be innova�ve in this area)
• If you are planning a ski trip in Geneva in March and are trying to find matching people there must be
thousands of other people doing the same thing. WAYN and Rummble together can build this underlying
scale in terms of inten�on data. As their users are searching around their interests and inten�ons.
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