The Four Ps of Mobile Travel
- May 2014
- Marcello Gasdia
Mobile technology is a constantly evolving piece of the travel technology puzzle. For travel companies who are active in multiple regions, navigating variations in technical capabilities and changes in consumer preferences makes devising a mobile strategy even more challenging.
A new Phocuswright Innovation Edition publication, The Mobile Travel Landscape: A Multi-Region Spotlight, compares the status of mobile travel in the U.S., Europe and Asia Pacific, highlighting mobile travel trends and innovations in each region.
"There are certain key qualities that mobile travel offerings should focus on, no matter where your company falls along the mobile development continuum," says Cathy Schetzina Walsh, senior research analyst at Phocuswright. "Variations in technical capabilities across markets become less important when emphasizing the broader goals highlighted by The Four Ps of Mobile Travel."
The Four Ps of Mobile Travel
Performance: Ease of use is crucial to the mobile experience, and mobile offerings should continually be made better, faster, more intuitive and easier to use. Mobile travel is about making the travel process as seamless and easy as possible at every stage of the travel value chain.
Personalization: Companies have the opportunity to deliver personalized content and interactions through consumers' smartphones and tablets. As technology keeps advancing, travelers expect more advanced personalization that takes into account the traveler's identity, past purchases, trip type, context and preferences to deliver a customized user experience.
Portability: Travelers are now connected throughout the travel life cycle, creating opportunities for suppliers and intermediaries to support the travel process at every stage. Understanding the traveler's location and recognizing where they are in the trip process makes it possible to deliver contextualized suggestions and product offers.
Pleasure: The top mobile travel apps today achieve an elusive mixture of usability, design and surprise that takes the experience from functional to delightful. Mobile initiatives should aim for a passionate and enthusiastic response from consumers.
The Mobile Travel Landscape: A Multi-Region Spotlight tracks the evolution of mobile travel across three key regions: Asia Pacific (APAC), Europe and the U.S. and tracks mobile strategies from key travel companies in each region.
- Traveler expectations for mobile travel offerings
- The current state of mobile adoption and mobile travel developments in APAC, Europe and the U.S.
- Mobile trends and developments by segment and channel
- Analysis of mobile technology and mobile traveler behavior by region
- Mobile innovation and strategies from key travel companies for key markets in each region
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