The School of Mobile Vol. 2 - The Detail
The travel industry has, to a great extent, adapted to this ‘brave new Internet world’ and today
it is near impossible to find any company or ins�tu�on that doesn’t have an internet presence.
Naturally there is also heavy u�lisa�on of tradi�onal media channels like print and TV.
Globally there are about 1.1 billion PCs, 1.4 billion TVs and about 1.4 billion mobile phones.
Or to be more precise, devices that used to serve as just a mobile telephone, are now much
more than that - from a camera, to a naviga�on device and a portable music player, the
mobile phone has been revolu�onised.
And yet, many in the travel industry that haven’t yet ‘gone mobile’ or those that have, have
simply taken small ‘baby steps’ in that direc�on, with a basic adapta�on of their website for
mobile web.
Sure, mobile screens are smaller than those of PCs and TVs, but when it comes to marke�ng
efficiency, its tough to beat a device that most people can’t be separated from (even when
they go to sleep - just think how many people use the mobile phone as their alarm clock!).
Google’s CEO Eric Schmidt was quoted as saying that mobile adver�sing is more effec�ve
because it is more personalised. Simply put, people don’t carry their PCs or TVs in their
pockets – the consumer and the mobile phone have a unique bond.
With that in mind Gideon Mul�media went about developing mobiEXPLORE - a new kind of
travel guide for the mobile phone, designed to provide rich content and useful features all
free to the end user. Essen�ally the idea was to create a solu�on for two market problems.
The first is that travellers have limited access to travel related informa�on once they arrive
at the desired des�na�on. Second, the travel industry is in need of non-intrusive marke�ng
channels for targe�ng travellers.
MobiEXPLORE: the results
The results achieved for the first mobiEXPLORE edi�on launched for Croa�a (a country with
close to 10 million tourists annually) were beyond even the most op�mis�c projec�ons. In
the first 12 months more than 500,000 travellers downloaded mobiEXPLORE Croa�a and
used it on their mobile phone to find informa�on about sights and a�rac�ons, reserve a table
at a restaurant, book a hotel, check out the weather forecast or local events.
Almost 30% of those using MobiEXPLORE Croa�a had never been to Croa�a before and over
61% of them spent more money than the average traveller. This is not surprising when you
consider that 23% of people with high-end phones tend to have higher disposable incomes
and are ac�ve downloaders of new content for their mobiles.
Encouraged by these results Gideon Mul�media has expanded the mobiEXPLORE por�olio
to include the UK and Italy, to be followed by six more edi�ons for major European travel
des�na�ons by the end of 2009.
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