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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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Spotlight on: The future of Mobile Applica�ons for the
travel industry
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Mobile Travellers: A Market Wai�ng for Mobile Tools to Serve Them
The traveller s�ll encounters significant difficul�es in managing their journey
out of home. These difficul�es can comprise booking �ckets and changing
travel dates; receiving real �me updates on schedule changes, flight delays and adverse
weather condi�ons, guidance on how to navigate unknown travel hubs and ci�es.
If purchasing the �cket on the mobile phone can be made rela�vely straigh�orward, the
delivery of the �cket can s�ll use exis�ng technology. Where the transport operator provides
a pay-and-collect service (at a kiosk for instance), this is almost always the best �cket
fulfilment route to take following a mobile retail transac�on because the customer gets the
reassurance of a �cket in their hands prior to departure. Where barcodes can be read, it is
feasible to deliver a barcode to the mobile phone for the customer to use as their �cket.
Indeed, Japanese travel companies and travel operators have used phone based bar codes
to pioneer paperless airline �ckets. By the end of 2007, about 10 percent of the people who
took the domes�c flights of All Nippon Airways used the codes on their cell phones instead
of printed �ckets. Mobile can, moreover, provide an answer to the challenges the traveller
faces in naviga�ng their way around large, complex, crowded transport hubs. Maps and GPS
posi�oning technology can take away unnecessary stress for the traveller.
The Travel Industry Will Collaborate & Nurture the Mobile Ecosystem
The ubiquity of the mobile phone and the growing adop�on of mobile phone applica�ons
therefore brings the promise of valuable, new services for travellers. However, these
can only be effec�vely delivered by dint of collabora�on between the stakeholders. Part
of the problem is in delivering a simple transac�on capability across what is in effect a
complex pla�orm - solving this problem - being able to reliably deliver a simple customer
experience across every current mobile handset is an essen�al start to being able to deliver
a commercially viable travel service. The second part of the solu�on is to create and deliver
a travel ecosystem on that pla�orm - an ecosystem is defined as a community of interac�ng
organisa�ons delivering goods and services of value to their customers, who are also within
and part of the ecosystem. An ecosystem is not simply a ‘buyers club’, but a network of
organisa�ons and individuals exis�ng in ecosystem partnerships able to scale to volumes that
deliver commercial benefit to all involved.
Combining the ubiquitous pla�orm and an extensive ecosystem is the fastest route to
delivering on the mobile travel promise.
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