The Path to a Mobile Future

The Path to a Mobile Future Published October 2015 Analyst: Bob Offutt


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Research Type:

A recent Phocuswright study of smartphone usage found that the mobile web is significantly changing how people use the Internet. Global smartphone penetration is phenomenal, exceeding 50% in many markets worldwide. Tablet adoption is on the rise, and the use of smart watches is expected to be significant. In travel, while desktop/laptop computers remain the dominant device for trip planning, tablet and smartphone usage is high and growing.

What this means is: The travel planning life cycle is no longer just a desktop issue, where travel companies build a mobile presence by duplicating their desktop strategy for portable devices and calling it good. Travel companies require a dedicated mobile strategy. 

  • Introduction
  • Developing a Mobile Strategy
  • Technical Approach
    • Mobile Browser Design Choices
      • Adaptive Design or Responsive Design
        • Adaptive Design
        • Responsive Design
      • A Blend of Adaptive and Responsive
      • Mobile-Specific App
  • Conclusion
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