The School of Mobile Vol. 2 - The Detail

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Chapter 3 - Mobile Technology and Solu�ons
It all comes back to value
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The key is to add real value to not only the customer experience but to learn about what customers
are interested in, what they are doing etc. This is about intelligent partnering to maximise the
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benefit to Travel. Travel companies have to ask themselves whether they are in fact making the
most of mobile, are they making it work hard for them. If you have a clear purpose, you can derive
huge value. In the early days mobile marke�ng was perhaps discredited somewhat as companies
went and spent cash on various bits and pieces of whizz bang mobile offerings but did not really
know what the various bits did or how they should be combined for maximal effect and ROI.
There can be said to be two aspects to mobile. Mobile can be seen as the ‘glue’ that �es all the
various bits of your physical and online brand presence together. The one point of contact for all
the things and the tool to weave them together. Nothing else can do that. In addi�on, the second
aspect to mobile is that it can be an effec�ve marke�ng channel on its own.
Easy �ger
Don’t rush to get something out there. Spend the �me to think about how mobile can work for
you. Mobile is a ‘long-term revolu�on.’ The technology really is available to achieve wonders
through mobile. The Market should come first and the technology second. The key is iden�fying a
par�cular problem that a company might have, or something that a company may want to achieve
and ask, is mobile the solu�on?
Do NOT take the approach of: Mobile is so cool, what can we do with it? This is bound to lead down
the road of disappointment….
Inside mobile shared an example of how you can cleverly use mobile marke�ng. They worked
with AXA by se�ng up ‘Health Check’ kiosks in the Virgin Atlan�c business lounge. It was novel
and fun. The premise was that ‘high flying’ business execu�ves entered health info into the
kiosk and almost immediately received an alert with the results of the health check and a link
to an AXA mobile microsite. This was �ed into a back end system were they were sent a full
health report. This really worked for them and is an example of really thinking about who will
actually be likely to use your mobile service and indeed how they will go about using it.
(Source: InsideMobile, Interview with EyeforTravel Research, March 2009)
In Summary:
Mobile marke�ng is about providing an experience, ge�ng them involved, interac�ng and engaging
with issues they care about and with your brand. It is about providing value and something of use,
or something that is entertaining, engaging, novel and valuable. Mobile is not a curio or a gimmick,
it is a valuable tool and mobile marke�ng, if used in the right way, will provide results in excess of
other less personalised and directed channels.
(Source: Content adapted and edited from an interview between EyeforTravel and InsideMobile in March 2009)
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