Vol. 2: The Detail

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EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail Chapter 1 - The Travel Buying Cycle

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WAYN and Rummble, the start of a beau�ful The Rumble of an idea as tBehind Rummble old by Andrew Sco�,
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o
g
y

&
friendship
Founder, Rummble:
On the technical side, Rummble has its own API
There is a good fit between Rummble and WAYN
“
and
The
a
origin
flexible
of
in
Rummble
frastructur
comes
e tha
out
t can
of
be
a pre
lay
vious
ered
T
e
c
h
n
o
as the la�er have not really invested in a specific
c
on
ompan
top
y
of
I
another
had, that
compan
built a
y.
pioneering
A key part
LBS
of
social
their
loca�on engine beyond a loca�on (geo-tagged)
ne
business
twork
s
using
trategy
W
is
AP
tha
and
t all
SMS,
their app
we
s
ran
are
this
designed
un�l
database. Rummble have already done this and can
2005.
to be
It
able
was
to
clear
work
then
with
that
diff
loc
er
a�on
ent partner
would
s.
bec
Ther
ome
e
determine loca�on though Cell-sites and GPS. Thus
a
are
commodity
obviously
as
int
would
egra�on
the
challeng
knowledge
es, f
of
or
who
example
was
this partnership means that when WAYN launches
nearb
WAYN
y.
ha
The
ve their
LBS spac
own
e
API
was
but
very
as
risky
long
and
as the
this
righ
was
t
their iPhone app and equivalent it will give users the
pro
metrics
ven
ar
with
e de
the
fined
release
it becomes
of the
possible
Google
to measur
La�tude
e
ability to pinpoint their loca�on and what and who
behemoth.
how the ser
So
vice is being used.
on the basis of these developments
is around them. But more importantly and uniquely
and
On the
the
basis of c
limita�ons
on
around
tent Rummble
engaging
start
in
ed
the
with UGC
‘loca�on
in this case, it means they can engage in a new way
c
but
ommodity
now in cert
spac
ain
e’ I
loc
had
al
another
places ha
think
ve an
about
underlying
what I
with their users which is part of their focus.
c
loc
ould
al da
bring
tabase.
to mobile
This is
which
so the
was
user
close
can
to m
jus
y
t
heart.
rate
So
some
I work
thing
ed on
even
the c
fas
onc
ter
ept
(in
of things
under
that
30
are
sec
nearb
onds)
y
WAYN has spent the last three to four years building
that
because
are rele
the
van
ex
t
act
to me.
la�tude
i.e. I would
and longitut
be in R
e
ome
of
and
the
its rela�onship to users and providing them with
I
place
knew
is
there
already
was
in the
a cool
dat
bar
abase,
nearb
it is
y
all
but
designed
tradi�onal
for
a valuable travel community. WAYN are about the
ser
speed, bec
vices such
ause user
as local
s ar
search
e fundamen
do not
tally impa
work well
�en
on
t.
people and Rummble are all about the content (and
mobile due to immediacy requirements. When you
driving relevancy) and that is a key combina�on.
are Accorout ding and to Rummble about, you they wanhavt e seen somethathing t the within level
Beyond that they are about building the trust
30-60 of engagsecemenonds t on and the you mobile have is limit3 to a�ons 5 �mes in thaterms t in
architecture and building LBS and packaging it in
of terms conof tenthe t denumber tail, i.e. of you ra�ngs won’t when brocwse omparthrough ed to
a very useable and polished user experience on
pages the weband site. pages Also, of a larrecger ommenda�ons percentage of and people revieraws te
mobile. It is a perfect match. WAYN have large
on things your via mobile. the mobile Even on as someopposed thing to as jusgood t vieas wing. the
amounts of traffic and people who want to engage
iPhone. On mobile Not the feasible. percenPeople tage of won’t raterdo s it. to Due obserto vthis ers
and Rummble provides an infrastructure that plugs
you increases want tsignifio deliver cantlycon, bectent ause which it is more so easreley to vando. t.
into that to provide a valuable recommenda�on
On Func�this onal basis infwe ormalook�on ed fsuch or ways as cof ash offpoinering ts releare vanalso t
engine combined with a shortcut to not having
cincluded. ontent to These the travellerdon’t . need We workto ed be on rata ed technology but they
to reinvent the wheel on mobile. It is a win-win
based are s�ll on ver‘trusy crucial t networkto include s’ which par�cularly gets to the in theart erms
situa�on. For Rummble it is access to a large
of prmobilityoviding . This value linkadded s to people services you to trusWAYN t who for you the
number of users whom they can push content to
knoneeds of trw and people avellers.you trust who you don’t know on
and build the trust network. This generates a large
the basis of user characteris�cs.
Mobile is really about itera�ve process and
amount of UGC. Without UGC a lot of the coolest
So
con
when
�nuous
you
impr
go some
ovemen
where
t.
it
Rummble
is rated out
releases
of 10 and
a
places are impossible to find. A lot of base LBS is
depending
minor or major
on ho
upda
w diff
te
eren
ever
t
y
people
seven da
rat
y
e
s.
it
With
based
Tot
on
al
about Starbucks and Pizza Hut. A lot of people do
their
Hotspots,
posi�
which
on in your
is a paid
trust
f
ne
or
twork
App,
will
they
de
achie
termine
ved
not want to go to them.
ho
2000
w much
downloads
you value
in the
that
last
rec
week
ommenda�on.
of feb. With
Thus
the
you
Rummble
get immediat
app surprisingly
e context
,
and
the do
trus
wnload
t based
number
conten
s
t
rec
are
ommenda�ons
slightly lower.
that
They
are
vary
about
between
more
about
than
170-
just
where you are.
700 downloads
”
a day. Bearing in mind this is with
no promo�on or PR/marke�ng. Clearly quite good.
Rummble’s core value proposi�on is finding places
near to you that you will actually like which is a
lot different to just finding places close to you.
WAYN’s proposi�on going forward is what they
are interested in and what their inten�ons are.
Rummble trust network fits into the core of what
WAYN is about.
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