The School of Mobile Vol. 2 - The Detail Chapter 4 - Preparing to invest in Mobile
4.3 The Future of Mobile in Travel
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As has been discussed, demonstrated and developed
throughout the preceding report, the future of
Mobile in Travel is bright. This sec�on will not be
long as many of the technologies and solu�ons
explored in-depth within the report operate on
a �me horizon from now un�l 5 to 10 years in
the future. The degree and order to which each
solu�on is developed and applied depends on
the individual travel company and implemen�ng
mobile solu�ons that address the parts of their buying cycle which will have the most impact
for their customers and themselves. It is clear though that it is possible to engage in mobile and
that the �me to do so is now. The danger is that if travel companies fail to understand, engage
and begin to invest in mobile solu�ons in an intelligent, informed and strategic way, then the
future will have arrived and large parts of the travel industry will s�ll be in the past.
Mobile is as much about a set of social changes as a technological concept and as more and
more people have access, and feel comfortable using the many features that exist on today’s
high-end handset, these social changes and their impact will become more pronounced. If one
thinks further down the line, it is not hard to see that mobile may, as BJ Fogg a�ests, actually
become an appendage but one that is embedded and is physically part of us. This is very much
in the future but it is important to think of mobile in terms of people’s rela�onship to their
devices and what mobile means to them (EyeforTravel Research will be exploring what mobile
actually means to the consumer in the next report in this series: Mobile Technology in Travel
Report: The Update. So keep an eye out for that one). We would predict that the percentage of
mobile users that say; ‘I only use my mobile for calling and tex�ng’ will be rapidly diminishing.
This is very much the case in some of the emerging economies where prima facie mobile
technology is used to make payments between individuals, the only way to access the internet,
a tool to build social communi�es and much more. There is a whole genera�on whose only
concep�on of society is as a mobilised world. In conclusion, Mobile is here to stay and the travel
and tourism industry has very much to gain from embracing it now so as to move with the �mes
and be part of the future. Mobile is and will con�nue to generate revenue and allow companies
unique and unparalleled access to their customers.
In Part 3 of the School of Mobile: The Update to be released hard on the heels of this report will
take the School of Mobile educa�onal ini�a�ve to the next level by addressing the consumer
perspec�ve on mobile. We will be looking more closely at the mobile user and mobile traveller.
Now that the travel and tourism industry knows what it can and should do, the next step is to
assess in-depth how the customer is using mobile and what they want from a travel company
in terms of mobile products and services. With all three parts of the School of Mobile in hand,
the travel industry can move forward with more confidence. Following part three and based
on feedback from our valued travel and tourism industry clients, EyeforTravel Research will be
developing new exci�ng direc�ons for The School of Mobile focusing on specific areas within
the Mobile in Travel space… Stay tuned. World Travel Market…
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