The School of Mobile Vol. 2 - The Detail Chapter 1 - The Travel Buying Cycle
Mobile Is the Ideal Pla�orm to Serve Travellers
Mobile penetra�on is near ubiquitous in developed economies. In developing economies,
PC penetra�on is o�en compara�vely low – global PC penetra�on is just over 21%. Whereas
mobile penetra�on is over 50% is on track to becoming the nearly ubiquitous next genera�ng
compu�ng pla�orm for all emerging economies. The mobile, therefore, is the ideal pla�orm
for travel management.
What are the Ul�mate Benefits to Using a Robust Mobile Ecosystem?
The benefits of developing mobile ecosystems for travel are primarily about delivering
a consistent best-value experience to customers across different countries and modes
of transport - reducing the need to queue; manage payment effec�vely and securely for
business and private travel; and provide the pla�orm on which travel services can be delivered
before, during and a�er journeys. The ecosystem must include real-�me informa�on alerts
(instead of having to ac�vely browse); change of journey alerts; loca�on-based alerts and
offers (special deals for meals etc for ecosystem members); and loca�on feed back (where
appropriate) to others in the customer’s ecosystem (company, family, social network). Mobile
applica�ons are essen�al to provide the stability and reliability to the end users. A mobile
applica�on needs to itself connect to the series of integrated services.
Why clever applica�ons are necessary
The mobile web is not well suited to provide Off-line Access, or Real-�me Interac�vity or
to the provision of Alerts & Alarms. Next-genera�on mobile applica�on pla�orms are able
to power applica�ons that run across all mobile phones, and provide addi�onal features
including real-�me interac�vity, push upda�ng, community func�ons, polling, completely
secure mCommerce, and media streaming & downloading. This kind of system removes
a key weakness of connec�vity. These solu�ons can hold your posi�on in a process, such
as booking a �cket, and then reconnect with the server in a few seconds or minutes when
connec�on is re-established. The end-user can do what they need to do, the provider can
win that piece of business. In the wake of the crea�on of the iPhone app store, the Android
store, and the soon to be launched Blackberry & Symbian stores (for phones such as Nokia
& Sony Ericsson) consumers are becoming increasingly comfortable with the idea and the
process of adding an applica�on to their phones.
Now is the Time for Travel to Embrace Mobile
It is not too early for the travel industry to embrace mobile unreservedly. Mobile represents
the path to improved end user experience for and enhanced opera�ng margins for the travel
companies themselves.
Source: Mark Beilby & Rolfe Swinton, Apollo Mobile and Jeremy Acklam, Venture Innovators
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