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The School of Mobile Vol. 2 - The Detail Chapter 4 - Preparing to invest in Mobile
Watch it here on YouTube, it is great: Lu�hansa eFly.
6. What is the point, I am obviously not going to make any money from this mobile ‘thing.’
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Good things take �me and mobile is no excep�on. You can make money from mobile but if
you go into mobile only thinking about genera�ng bookings and sales completely via mobile
immediately it is very likely you will be disappointed. On the upside, the technology and
partners are available for you to offer bookings through your mobile and as customers become
more and more comfortable booking and paying via their mobile for higher value product
items, you will begin to see direct mone�sa�on through mobile. As can be seen from some of
our case studies i.e. Hilton and BA, companies are already genera�ng revenue from mobile and
this will only grow. If you take into account customer reten�on and ancillary revenue genera�on
for example, mobile has the ability to generate serious dollars as a supplement to other
channels. Mobile cannot be seen in isola�on, as has been demonstrated. From a corporate
travel perspec�ve, being able to keep corporate travellers inside your mobile offerings because
they have great usability, while facilita�ng the unique needs of corporate travellers, huge cost-
savings can poten�ally be made and new revenue generated by extending the tradi�onal role
of the corporate travel agent as demonstrated by the Rearden Commerce case study.
7. People won’t use mobile to buy things or follow-through with transac�ons on mobile
because of security concerns and the fact that the screen is so small, end of story. Count me
out. Mobile commerce is a pipe dream and will remain so for the foreseeable future.

Now, where have we heard this story before? When eCommerce was at the stage mCommerce
is at now, there was a lot of skep�cism about it ever really becoming a reality. Now the value
of the US online travel market has a greater value than all online retail sales, and eCommerce
is very much mature and established. It is right to be cau�ous and skep�cal? And is there no
doubt that mCommerce will just take �me to become established? We feel that to discount it
all together with respect to the travel industry is to be far too nega�ve. In terms of the small
screen size, yes this is a challenge but it is one that can be surmounted by specific design and
ensuring any mCommerce solu�on is also designed as a bespoke mobile offering in line with
the capabili�es, the uniqueness and the limita�ons of a mobile device. In terms of security,
companies such as Visa, MasterCard, PayPal, VeriSign and numerous smaller companies
are working to ensure transac�ons via mobile are as safe, if not more so, than undertaking
eCommerce. Remember, Jet Airways as a great example of being able to offer an mCommerce
pla�orm that works well and works now.
8. Trying to integrate mobile into my other systems is going to be a nightmare for only a li�le bit
of benefit and is not worth the hassle.
Yes there is the possibility that integra�ng mobile offerings with your other systems will be a
nightmare, but it need not be. One of the most important things is choosing the right partner
who is upfront about integra�on challenges and has the technical exper�se to solve them. Be
wary of solu�ons providers that brush aside integra�on challenges, do not address them or claim
that their pla�orm will magically solve or sidestep the need for systems integra�on. Clearly the
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