Trends Report

Mobile Travel In Europe: Focus On Services, Not Transactions

February 18th, 2009
IF
Ian Fogg
With contributors:
Thomas Husson , Nate Elliott , Tushi Banerjee , Diane Clarkson

Summary

According to a September 2008 JupiterResearch survey, 17% of frequent online travel buyers would be interested in receiving SMS alerts and travel information while traveling, and 12% would be interested in using the mobile Internet to book travel or manage their reservations. Mobile business travelers and frequent online travel buyers represent an ideal target group, even though high roaming data charges currently inhibit their usage of mobile Internet-related offerings. However, travel marketers should be aware that monetizing the mobile platform will require time. They should implement a step-by-step strategy focusing initially on value-added services to create customer loyalty and then only on mobile transactions and payments.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.