The School of Mobile Vol. 2 - The Detail
The important thing is to not be paralysed by fragmenta�on. As has been demonstrated through
a number of our case studies in this report, there are ways to work around fragmenta�on issues
and it is important to realise that you cannot cover everything but you don’t necessarily need to,
and by implemen�ng an informed mobile strategy that perhaps includes elements of messaging,
a mobile internet presence and selected applica�ons tailored to specific customer segments, you
can reach the vast majority of people who are likely to take advantage of your mobile offerings.
Then you can refine and tailor your offerings as you gain experience and as the mobile ecology
evolves. Solu�ons providers are under pressure to ensure their mobile solu�ons cover, in a
sa�sfactory way, as many devices and pla�orms as possible.
4. Mobile is just a way of spending money we don’t have, to jump on a bandwagon that bears
no rela�onship to the needs of our customers.
Do you really know that your customers do not want, or need you to, as a travel or tourism
company deliver them services, func�onality and communica�on via their mobile devices?
Mobile is somewhat about an accelera�ng change in society, in terms of the way people interact
with informa�on and communicate through a device that is inherently personal. It is crucially
important to develop clear use cases and to think very carefully about how your customers,
whether they are leisure or corporate travellers, use their mobiles on a day to day basis. If you
are able to develop and offer mobile services that tap into their desires, then mobile could
generate out-of-the-box ROI well in advance of your investment in mobile. Do not “do mobile”
for the sake of it or, because you like a par�cular aspect of the technology, there is much more
to it than that. At the same �me, do not dismiss it out of hand without thinking about how your
customers move through your specific travel buying cycle and determine what mobile can offer
that other channels can not.
5. Besides, I really have no idea how to create value for my customers via the mobile channel
and the consumer needs educa�ng about the technology anyhow, so even if I introduced
something on mobile, they would not know how to use it!
Answering this objec�on comes down to the fact that it is necessary to think clearly about
how customers use mobile or poten�ally could use their mobile while moving through the
buying cycle. Develop discrete detailed use cases for your customers and mobile (there are
plenty of great companies that can help you with this) and then build those into business
cases. Start with the clearest case for your customers using mobile and start there. In terms
of educa�on, it is important not to underes�mate the extent that this is being done. Evidently
the iPhone has been a force for educa�on both in terms of encouraging people to see and use
the mobile device in a different way and furthermore, it has changed customer expecta�ons
and understanding of mobile. Travel companies can add to this base knowledge by targe�ng
par�cular customer demographics with tailored educa�onal offerings in support of mobile
offerings tailored and focused on ease-of-use and convenience. Don’t focus on the technology
so much as how it can be used. A great example of a travel company taking posi�ve steps to
educate consumers is the integrated digital services video produced by Lu�hansa ‘efly’ to help
their customers understand and consequently use the new services available. Educa�on can be
simple, sexy and fun…
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