After years of waiting for mobile technology to have an influence on travel, consumers worldwide are finally adopting advanced devices in large numbers. While existing mobile travel applications largely treat mobile devices as simply an additional access point for existing content, the next generation of mobile applications, currently under development, will begin to serve the real-time needs of the mobile traveler. According to PhoCusWright's Mobile: the Next Platform for Travel, travel transactions conducted by mobile devices are expected to reach 160 million in 2010. If today's major travel players are not at the heart of innovation, new players will emerge to take their place in the mobile travel space.
Carroll Rheem, PhoCusWright's director, research, explains the importance for travel companies to take a proactive stance toward mobile applications. This new medium requires a new strategy and message—it is not just Web content on a phone. Click the image below to play the video.
PhoCusWright's Mobile: the Next Platform for Travel offers new insights for travel executives seeking to capitalize on early growth in m-commerce. The report is available for purchase at www.phocuswright.com and is included in the European, Global and Technology Edition research subscriptions.
