EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail
Online Regional Travel Group
(ORTG) – Leveraging Alliances
Key Highlights
•
Alliances and partnerships are key to moving into mobile,
especially for smaller companies.
• However it is important to have an internal understanding of
mobile opportuni�es and how they relate to your business.
• ORTG’s mobile offering Just the flight in first stages with 3 phases
planned to go global.
Func�onality of Just the flight mobile
Just the flight (JTF) Mobile is a global mobile flight search and
booking engine in partnership with Amadeus GDS. Currently Just
the flight Mobile is being released in three phases:
The Story of the ORTG
Phase I (currently opera�onal)
• Based in GBP£ and takes credit card payments
The Online Regional Travel
• eTickets received via SMS (text) alerts or emails pushed to
Group was started on the Isle
smartphones.
of Man
Phase II (corporate bookings, to be rolled out in the next few months)
2007: Purchased Wayfarers
• Allows corporates to hold a travel account to make reserva�ons
World Travel and used the same
• When a reserva�on is made the traveller’s password is entered
online technology base. and the travel account is charged.
Con�nued to develop Phase III (planned to be a true global pla�orm)
Jus�heflight online site. • Will off er mul�lingual and mul�currency transac�ons.
•
2008: Purchased a third
Mainly in-house development
company, Bellingham Travel on
the island of Jersey
Taking a small company into the mobile space
Currently consists of 70 people
For many travel companies of ORTG’s size moving into mobile can be
with a revenue of £46 Million
challenging, daun�ng and like sailing into uncharted waters. Making
selling 40,000 seats a year
this move requires a unique blend of capabili�es. ORTG does have an
online.
integrated strategy however even with all the cons�tuent elements
ORTG formed as the parent
it is crucial to get it distributed.
company of those three
companies on the three islands.
ORTG sees the mobile operators as distribu�on partners and is in
the process of building rela�onships with UK and global operators.
With everything moving towards web-enabled applica�ons mobile
On func�onality:
can be seen as the new PC especially when looking at travel. Travel is
obviously a very natural product for people to engage with on their
“We find that as long as you are in
mobiles. Being able to search, book, amend, from wherever you are
an area where coverage is strong
booking on mobile is as quick as
is a major advantage to travellers.
booking through the PC. This is
key to success; you need to ensure
Looking at mobile from a device pla�orm perspec�ve, ORTG is a full
your mobile offering works at least
Blackberry alliance partner, one of only two travel related alliance
as well as your PC offering.” program partners, the other being Worldmate. ORTG is currently
- Brian Kelly, CEO, ORTG
working very closely with Blackberry to build their profile with
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