The School of Mobile Vol. 2 - The Detail Chapter 1 - The Travel Buying Cycle
In Conclusion
mTransac�ons offers great poten�al for mone�sa�on and mPayments and other aspects
surrounding this are growing rapidly. It is in some cases central to a mobile strategy, in others not.
It has been shown that for those that are aiming for complete transac�ons via mobile, solu�ons
are available that are secure and convenient for customers and more are in development. Over
the next three to five years it will probably be essen�al to ensure that customers can transact
seamlessly whether it be via an online or a mobile channel. Keeping an eye on what is happening in
the mTransac�on/mPayment space and the broader mCommerce space is essen�al given the speed
at which it is developing. However, do not focus on this while neglec�ng the more indirect routes
to mone�sa�on through mobile that have been discussed in detail, including ancillary revenue
genera�on, customer service to drive loyalty and reten�on, and the ability to create powerful
dialogues with your customers through offering personalised, relevant content and services. In
terms of the payment side of things, the key takeaway is to have an excellent and well-secured
online payment system that can then be extended and enhanced for mobile whether it is through
an integrated transac�onal wallet applica�on, a mobile portal or an SMS/IVR system.
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