The School of Mobile Vol. 2 - The Detail
Mobilising the ‘While Travelling’ Phase
One-to-one Communica�on
the concierge service, he also downloads a
mobile travel guide as an extra module on
Footloose
top of the concierge service. As he is wai�ng
to board the plane, he checks the weather
and the current currency rate through the
Concierge
While
Dialogue
concierge applica�on. On arrival at the
Travelling
des�na�on, he receives a welcome text and
on arrival at his hotel he is asked if he wants
Presence
to opt into Bluetooth marke�ng zones at the
Closing the loop
hotel. Once he opts in, he receives a text
offering him a half price welcome cocktail
Leverage loca�on + context
at the hotel lobby bar. He uses his mobile
travel guide to explore his des�na�on,
choose restaurants and a�rac�ons. His
Summarising this stage of the cycle
concierge service via text no�fica�ons keeps
him updated of any changes to his travel
This is the stage of the travel buying cycle
plans. His mobile enhanced trip proceeds
that occurs while the customer is actually
effortlessly.
travelling or partaking of the travelling
experience. This includes the journey and
Possible Mobile Technologies/Solu�ons
the prepara�on/packing process that occurs
to assist while the customer is travelling
just prior to a par�cular trip occurring and
goes through the travel experience un�l it
• Proximity/Bluetooth mobile marke�ng at
concludes. Clearly mobile offers poten�al
the des�na�on to drive ancillary revenue
that is not able to be delivered through
genera�on
any other channel to keep a rela�onship
• Loca�on Based Services at the des�na�on
going, and stay in communica�on with the
Locally-linked mobile search experience
footloose traveller all the way through their
and local directory search
experience.
• Text, mobile web and applica�on based
A mobilisa�on scenario mobile concierge services offering
informa�on, hot �ps and assistance
Manuel receives a text reminding him to
during the travel experience.
check-in. He chooses the op�on to check in
via mobile and elects to receive his boarding
• Mobile travel guides that can be loca�on-
pass by WAP push link and is impressed at
enabled
the convenience and ease of the process and
• Text alerts and reminders to assist
the fact that his rela�vely low-end phone
travellers to deal with delays, schedule
has no problems in receiving the 2D Barcode
changes and so on.
mobile boarding pass. A�er a friendly
sugges�on from his airline, he downloads,
• Augmented Reality and direc�onal search
for 5USD a concierge service to his mobile
technologies
that will assist him as he travels. As part of • 2D informa�onal barcodes at des�na�on
Return to Travel Buying Cycle Overview Go to Table of Contents
24 © EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved. 25
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