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The School of Mobile Vol. 2 - The Detail
AmbieSense is developing travel guide infrastructure to suit
a variety of city tourist des�na�ons, enabling explora�on of
both of the city space and its entertainment venues.
How can mobile enhance the travel experience?
by Ayse Göker and Hans Inge Myrhaug
Co-founders, AmbieSense Ltd., www.ambiesense.com
ayse@ambiesense.com, hans@ambiesense.com

There is high ac�vity in the mobile space but what are the possibili�es for an enriched travel
experience? How can you prepare yourself for the future of travel and tourism with the
mobile?
The mobile is an ideal opportunity for services that can iden�fy and meet individuals’ needs
in a more targeted and context-sensi�ve manner. Quality content with innova�ve interac�on
can make a significant impression on travellers and tourists. Mobile solu�ons can be linked in
to exis�ng fixed services depending on their des�na�on needs.
In this market, it is be�er to make the most of opportuni�es: reduced costs; even more
targeted informa�on and adver�sing; publishing �me savings, and ensuring good value in
content delivery. Don’t be afraid to try out a service. You might need to experiment and find
the most successful applica�on for your customer’s specific situa�on.
The travel life cycle and informa�on needs
Opportuni�es for applying innova�ons in mobile solu�ons and services are more than
receiving a text message confirma�on for a booking. Travellers and tourists have different
informa�on and interac�on needs depending on where in the travel life cycle they might be.
This cycle is illustrated in the diagram below.
So, let us consider a scenario: Bringing des�na�ons to travellers
Marissa and John are dreaming of their next holiday. They decide to buy into a des�na�on
guide solu�on for their mobile phones, because a friend had experience with it and
recommended it. Inside it they can look up several des�na�ons in South America. They
discover a very interes�ng package tour to Rio de Janeiro and book it instantly. A�er this, they
iden�fy an interes�ng tour guide company for the sightseeing, read an interes�ng ar�cle
about the history of a gemstone shop, see a short clip about diamond cu�ng, and learn more
about the carnival. In this way they dream and plan their holiday. This informa�on can be with
them on their phone all the �me and they can access it without an internet connec�on.
During their travels, Marissa and John make use of the check-in via the mobile service that
their airline has offered, and beat the queues. They have �me in hand. They receive special
offers on the mobile whilst in shopping mode in the tax-free area. By the gate, and in the
adjacent cafe, they sit down to read more ar�cles about their des�na�on. They board the
plane and have a pleasant flight. Arriving in the hotel, their des�na�on guide is enriched
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