EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail
WAYN and Rummble’s advice on
The new WAYN model. How can the industry
mobile success
engage? – Pete Ward, Co-Founder, WAYN
• Relevance – that is what LBS can provide, what
“We have a par�cular perspec�ve on
is around me is one part of it, but you also need how to create value from LBS. Our new
what is relevant to the user. That could be the offering is all about how we can offer a
�me of day, the age of the user, or in the case of
differen�ated value proposi�on. What
recommenda�ons “how relevant is that ra�ng to
is created on top of the commodity is
me”. The Rummble API is one way to add relevence,
crucial. Content is king. It is really about crea�ng unique
by determining the users’ trust of content &
and valuable content which is not commodi�sed. Content
recommenda�ons.
must be useful and targetable from a commercial point
• Content itself – Unique, targeted, personal LBS
of view.
must be delivered simply and cleanly and must be
user-friendly.
From a travel company’s point of view they are interested
in LBS in mobile because it gives them the opportunity to
• Need to recognise that you can’t do everything
access a unique dataset of individuals who are either
yourself. Focus on what you are good at and
travelling or planning to travel and looking to benefit
outsource everything else. Best to be a master of from some services that they may be able to provide.
one than a jack of all trades and master of none.
Whether it be looking for a hotel close by etc. it will allow
WAYN have paid the price in the past of trying to
people on the go to consume some of those services. On
dabble in too many things and dilu�ng their value
the lifestyle side it is important too as it is not just about
proposi�on.
flights, hotels etc. it is also about the local aspects; where
are you going out, what restaurant do you go to etc. The
• Must always have clarity around what you are
doing and why. What is your core value to the
mobile pla�orm will see a blurring of the boundary
customer? Does what you’re about to do enhance
between those boundaries and the importance of local
that proposi�on? If not, don’t do it.
content. This is globally and locally useful. Whether you
are a traveller to London or a Londoner consuming that
• Most travel companies have relied on Google
content.
to find customers. Viral marke�ng is not well
understood but offers huge poten�al. Anything
We are coming from a people perspec�ve to create
that the travel industry creates on mobile, must be a database of inten�ons and interest. How best to
inherently viral.
provide ways for users to meet each other through that.
Offering dynamic content to link all this together leads
• Have an apprecia�on of Mobility and the Personal
to a unique approach to driving user benefit. What can
– i.e. viral but relevant. Viral can very easily become
they do relevant to their interests and inten�ons linked
distrac�ng and annoying. WAYN have learnt this
to other users. If you were to scale that where you have
the hard way from over-contac�ng people. This
was a reflec�on of their desire to grow but they did
millions of data points and it is all loca�on enabled then
send a lot of emails. Now rebuilding on the basis of
you are looking at a very unique opportunity for travel
less is more.
companies to target people by where they are, what they
are interested in and and what they are up for doing.
• Build an offering that people want to show their
friends, you can’t buy that marke�ng. A personal
That is something that is pre�y much unheard of, closest
recommenda�on of your service is the most
now is the google search algorithm which is a crude
powerful sales & aquisi�on tool you have. predictor of inten�on. We are looking to do that on a
more social scale. WAYN has a clear link between the
• Engagement. In terms of interac�on this means not
virtual and the real, sharing real experiences.
just the genera�on of content but communica�on
between people. Must be about being innova�ve
WAYN is focused on looking beyond your exis�ng friends
in how you allow people to engage, whatever that
and looking for new experiences and adventures in
may be. Don’t underes�mate micro-transac�ons.
the future, much more forward looking. Other social
Virtual Postcards etc. can all be linked to loca�on or
networks are embedded in the now.
what you are doing/want to express.
Rummble is a key ingredient and they will be as much a
• Be bold and be innova�ve but understand your
strengths and weaknesses. The market moves so
strategic partner as a content provider and technology
fast you have to constantly stay on top of things.
partner as it relates to mobile”
Apple is the consummate player at this.
– Pete Ward, WAYN
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