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EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail

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global carriers. Mobile is very much about alliances and leveraging
rela�onships as ORTG have done with Blackberry. This is a key way
Early results from
to sidestep the fragmenta�on and get profile rather than trying to
Just the flight Mobile
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cover every mobile conduit. However it is really important to have
internal capability to see the poten�al of mobile and translate the
Just the flight (JTF) was rolled out
poten�al to the par�cular needs of your business.
in August 2008 with bookings
going through on a weekly basis
To become a truly global player, besides ge�ng mobile and
although ORTG have not been
distribu�on right we would need to incorporate local fulfilment.
ac�vely pushing it. They expect
For example accoun�ng for New Zealand �me differences could be
a surge in bookings over the
managed by partnering with a local travel group. There are endless
next 6 months as they develop
opportuni�es to provide 24/7 local responsiveness combined with a
their alliance rela�onships.
global presence.
Membership of the Blackberry
alliance gives access to carriers,
as well as marke�ng and
Key learnings from ORTG and its move to mobile
developer resources. Due to the
number of alliance members
• ORTG do not see themselves as having any internal limita�ons
around the world (numbering in
because they have the right capabili�es to execute their vision.
the thousands) ORTG has a large
Even in the current economic situa�on growth has slowed but
pool of companies to promote
things are s�ll moving forward, this is very encouraging
within.
• For carriers, it is in their own interest to enhance and build
ORTG has undertaken search
rela�onships with innova�ve applica�on developers and
engine op�misa�on of the site in
companies such as ORTG that can be involved in win-win
addi�on to our strategy to drive
partnerships
presence and adop�on through
the carriers. These operator
• The key to being successful in mobile is to collaborate . With a
partnerships are more targeted
strong online offering it is a long term investment (9-12 months)
to exis�ng ‘experienced’ mobile
to make mobile a reality and this needs to be understood by all
users. In addi�on carriers are
stakeholders
pushing their own applica�on
(app) stores. ORTG therefore are
• With Just the flight mobile it is clear how it can be mone�sed and
trying to posi�on themselves in
linked to ORTG’s core business. The second phase of offering a
every carriers app store.
mobile corporate booking tool is an added value aspect to Just
the flight’s value proposi�on. Mobile is a means to this and not
and end in itself, this is crucial to remember.
Mobile Payments
Consistent with other companies, ORTG are very interested in
op�ons for true mobile payments. However the dis�nc�on must be
made between web enabled payments and true mobile payments
made via operators.

“Mobile now is at the beginning stages of the internet, that is
the size of the poten�al”
- Brian Kelly, CEO, ORTG
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