The School of Mobile Vol. 2 - The Detail
Mobilising the Process of Making a Choice (Planning) Phase
off with a spring in her step thinking about
Footloose
how easy it was to whi�le down her travel
Convenience
op�ons during her normally boring bus ride.
Making
Possible Mobile Technologies/Solu�ons
Presence
a Choice
Dialogue
to assist in the choosing process
(Planning)
•
Mobile Applica�ons that are able to
Always on
facilitate short lis�ng and shortlisted
Idle-�me
op�ons on the go
Addressing on-th-go
• Using mobile enabled travel-related social
networks to go through recommenda�ons,
compare op�ons and view relevant user-
Summarising this stage of the cycle
generated content through the mobile
device when on-the-go
The stage of the travel buying cycle where
• Well op�mised, searchable and discover-
a poten�al customer has become aware of
able mobile website
mul�ple op�ons and in the process comes
•
Mobile Search strategy, alliances,
up with a shortlist of available op�ons and
partnerships with mobile search
is reviewing and thinking things through
providers
in order to make a final decision and a
purchase.
• Clever one-to-one customer communica-
�on tools delivered through mobile that
A mobilisa�on scenario
allow poten�al customers to engage in di-
alogues to customer service reps as well
as incorpora�ng click-to-call func�onality
Marion the mobile jetse�er has decided
and instant messaging through mobile
that she wants to travel to Australia and
has narrowed down a list of op�ons while • Direct contact to travel companies
she is on the bus to work using a travel allows companies to influence poten�al
meta-search app that she downloaded customers while they are going through
and installed in a ma�er of minutes for a the short lis�ng process, can be facilitated
fee of 99 pence. She is soon browsing the by mobile voice to text solu�ons to
mobile op�mised websites of various travel manage contact volumes
providers. She skips a couple of companies
as their mobile websites are ugly, difficult to
navigate and run real slow. She moves on to
the next site, gri�ng her teeth in frustra�on.
As she comes across a deal or company that
she likes, she clicks a bu�on and it is added
to her favourites via a li�le widget. The bus
stops at her des�na�on arrives and she gets
Return to Travel Buying Cycle Overview Go to Table of Contents
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