The School of Mobile Vol. 2 - The Detail
This sec�on will go into detail about mobile applica�ons for the travel industry and assess their
poten�al. If you would like to read industry examples of travel applica�ons and the developmental
challenges therein go to any of these case studies:
→ Kayak – iPhone applica�on development
→ Tui – Applica�on prototyping for a global travel agent
→ Rearden Commerce – Corporate travel applica�ons of now and the future
→ WAYN & Rummble – Apps, Social Media and LBS
→
lastminute.com – Fonefood loca�on enabled app
The problem with the ‘craze’ aspect that is associated with mobile applica�ons is that it is quite
easy to launch a mobile applica�on that is late, over-budget, has a very poor user experience and
none of your customers know about it or use it anyway. As with best prac�ce regarding the mobile
internet, the key with a mobile app is that it is not just a repackaged version of an exis�ng desktop
or internet app. For it to be truly innova�ve and for it to achieve the business goals set for it, a
mobile app must be designed in line with the abili�es, limita�ons and unique elements of the
mobile device and a mobile lifestyle.
What makes mobile applica�ons different?
When developing applica�ons for mobile it is necessary to understand that not only is the screen
much smaller on a mobile and the methods of input and interface more limited, it is crucial to
remember that the user may be using the mobile app with one hand while standing in a noisy,
subway train and accessing a context-specific task. Clearly this changes the game somewhat.
Mobile app development is driven by the quality of the user experience and mobile users typically
have an urgent need to access a par�cular piece of informa�on or to complete a par�cular task.
The Challenges of mobile applica�on development:
To demonstrate the technical and opera�onal challenges of developing mobile applica�ons
here are some of the most obvious and difficult development challenges:
1. The challenge of designing and developing mul�ple versions of an applica�on to run
on a wide variety of pla�orms (BlackBerry, iPhone, Windows Mobile, and others) and
significantly different device models on a given pla�orm (e.g. BlackBerry Bold, Storm,
Curve, Pearl Flip) in a manner that exploits the unique capabili�es of each device while
maximizing so�ware reuse and development efficiency
2. Small screen size means that less of a page or form can be displayed, making it more
difficult to maintain the user’s sense of loca�on within the applica�on and naviga�on
scheme
3. A variety of different screen sizes, resolu�ons and orienta�ons (portrait, landscape,
switchable) to design for
4. Limited input devices and a variety of possible interac�on methods (keypad, stylus,
touch screen)
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