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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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3. Mobile Technology and Solu�ons
3.1 Introduc�on
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Mobile solu�ons,
defined by personalisa�on and relevance
Since the beginning of this century the mobile phone has become the communica�on
device of choice for most consumers. The reducing cost of mobile data plans, the increased
compu�ng power of handsets, messaging capabili�es and last but not least the introduc�on
of the iPhone has brought an immense promise for services and solu�ons for mobile
communica�on. Mobile adds a lot of features to digital communica�on because of the
simple combina�on of personalisa�on and relevance. The mobile device is being perceived
as an extension of one’s personality (which model, which type, the ringtone, the wallpaper,
the applica�ons) and therefore truly personal. It is natural that the huge amount of possible
mobile technology combina�ons might create hesita�on to jump on the bandwagon and
try to see where mobile is heading. This is perfectly understandable in �mes in which we
only spend a Euro, pound, dollar or rupee if we are likely see it again tomorrow. Mobile in
combining personalisa�on and relevance makes it worth it to find the right mobile solu�on
for your travel company.
The mobile ecosystem is complex and there is no shortage of technology and solu�ons providers
clamouring for the a�en�on of the travel and tourism industry claiming to have the perfect solu�on
that will change the world and be all you will ever need in terms of mobile. The reality is that there
are lots of great solu�ons but there seem to be almost as many as there are mobile devices. Trying
to determine what you need to do in terms of mobile, build a mobile strategy and find the right
partner(s) can be a bit of a nightmare. In response to what the travel and industry have told us they
want, we have been researching extensively to present to the industry insigh�ul guidance and high
quality advice and recommenda�ons in terms of engaging with, embracing and inves�ng in mobile
technology.
Success in mobile boils down to selec�ng the content, services and customer service elements
that have built your brand and that your customers love and delivering them through the mobile
channel in new and innova�ve ways. The following contribu�on addresses, in a general sense, how
the travel and tourism industry can and should be mobilising and looks at how the combina�on of
compelling content and a great, well thought out mobile offering is very powerful.
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