p28-29 Knowledge feature Jan29 26/1/10 17:55 Page 28
knowledge iphone applications
ttglive.com
Travel technology
iSay, check out
this new app...
As more and more companies launch iPhone applications, Olivia Hemmings
speaks to agents to find out how the new technology is driving business and
helping companies engage with time-poor consumers
A
pple’s iPhone has only been Gill’s recently approached Celebrity Brochures in the palm of your hand
available in Europe for just over Cruises about using its own in-house team to At Gill’s, Philippou believes their application
two years, but already it has taken develop a bespoke iPhone application for the is allowing them to target new clients and
the consumer market by storm – cruise company as an additional selling tool. helping the sales team drive bookings.
just like the iPod did nine years ago. The app, which can be downloaded free of “One of our sales guys was just talking to a
Now that network providers Orange and charge from itunes.co.uk, offers users com- client about the different cabins on a
Vodafone have broken O2’s monopoly on prehensive deck plans, a company history of Celebrity ship and was able to talk them
contracts, the number of iPhones on the Celebrity and booking information which through the options over the phone while
market will undoubtedly grow larger still. directs customers back to Gill’s. Additional the client viewed their iPhone at the same
What makes the iPhone stand out from functions to be added shortly include a time. It’s great because it avoids the fum-
other smartphones is the range and quality news feed and itineraries. bling of a brochure, but replicates a mini
of the “apps” (applications) which can be The application has only been available brochure in the palm of your hand,” he says.
downloaded onto it. for two weeks, yet Philippou says they A brochure can also quickly become out of
Computer whizzes around the world have registered 1,500 downloads in the first 12 date as new product is released, yet the
devised a mind-boggling plethora of apps days.
ranging from “Fromage”, a pocket guide on “The launch was timely because with
380 varieties of cheese, to “Surf Report” with Vodafone recently entering the market it’s The app designer
updates on surf heights and swell directions. doubled the reach of the iPhone. It’s not just
While many applications are simply a bit the UK we’re reaching, it’s global. Our ratio Gareth Bouch
of fun (the “light sabre” app is a case in point), is 60:40 in favour of the US,” he adds. director of Vroom Media
tech-savvy companies are increasingly Travel search engine Kayak is another “I was formerly head of design at
looking at what an iPhone app can achieve company to recently launch an iPhone app, Teletext Holidays so I came
for business. Kayak 2.0, which claims to offer improved onboard to assist them in designing
flight, hotel and car hire search for clients and defining their iPhone app. In
Marketing magic on the go. Kayak Trip features maps, events comparison with other travel apps, Teletext’s is simple
Steve Philippou, Gill’s Cruise Centre manag- and a trip management system. – it was more about developing an existing product and
ing director, describes the iPhone as a “fan- The technology comes in response to the doing a fair amount of testing to make sure the app got
tastic marketing tool” because of its ability to rise in mobile usage. In December, chief approval from Apple. You get what you pay for so it’s
make searching for travel more convenient executive Kayak Steve Hafner reportedly worth outsourcing the development of an app if you
and accessible for time-poor clients, as well claimed it had grown to nearly 5% of the don’t have the expertise. Back-end coding is very
as providing them with the same ease of company’s daily search volume in the important and can slow the whole technology down if
booking and checking information and previous sixth months. According to not done correctly. You also need to integrate the front
availability as more traditional avenues. Forrester Research, mobile internet adoption end with the data that comes in. You could end up
In order to remain competitive, companies will continue to grow, with audiences spending a lot more if it’s wrong because Apple won’t
must engage with customers at the places tripling from 13% of western European approve it – they are very stringent.”
they frequent, which includes iPhone apps. mobile users in 2008 to 39% in 2014.
28 29.01.2010
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64