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

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With those general thoughts in mind in terms of the poten�al of mobile and now that the
travel industry is thinking in terms of mobilising the travel buying cycle, it is �me to move on
to introducing the technology and solu�ons part of the report. In order to present the myriad
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solu�ons and technologies in a cohesive fashion, we have broken down mobile into eight categories
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that together cover a large part of the technologies and solu�ons available. They are presented in a
way that focuses on guidance and we hope insight that goes beyond simply lis�ng and describing all
the possible technologies available without making any judgement about the merits of one op�on
over another. The key to mobile is to think strategically while making the right tac�cal decisions.
We have ordered these in a logical fashion to follow in a rough sense the move through the travel
buying cycle (by no means exact and there is overlap) and ensured there are lots of links to help you
navigate around the report. Each Sec�on concludes with the case studies that most closely relate to
that sec�on. The technology sec�ons are as follows:
→ 3.2 MOBILE INTERNET AND ANALYTICS
Concludes with: SIXT, Lu�hansa and ORTG case studies
→ 3.3 MOBILE APPLICATIONS
Concludes with: Rearden Commerce, Kayak and Lonely Planet case studies
→ 3.4 MOBILE SEARCH
No case studies relate directly to this sec�on

→ 3.5 MOBILE MARKETING AND ADVERTISING
Concludes with: JAL Hotels and lastminute.com case studies
→ 3.6 MOBILE CUSTOMER SERVICE, ANCILLARY REVENUE AND CRM
Concludes with: Bri�sh Airways, Hilton and Egencia case studies
→ 3.7 MOBILE AND LOCATION
Concludes with: WAYN and Visit Britain and TUI case studies
→ 3.8 MOBILE TICKETING AND 2D BARCODES
Concludes with: SAS case study
→ 3.9 MOBILE TRANSACTIONS
Concludes with: Jet Airways case study

To help us build the bridge between mobilising the travel experience through breaking down and
analysing the impact of mobile on each stage of the travel buying cycle and looking in depth at
the various technologies and solu�ons that are available, the following ar�cle addresses the place
of mobile in during the travel experience and offers some good advice about thinking in terms of
scenarios with respect to mobilising the travel and tourism industry.
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