US $895.00

PhoCusWright's Mobile: The Next Platform for Travel

March 2009
US $895 CA $904 £586 €655

BONUS Purchase PhoCusWright's Mobile: The Next Platform for Travel and receive an included copy of The iPhone and Travel as well as a recording of the September 15 Webinar, "The iPhone and The Future of Mobile Travel Applications.".

As new mobile applications are launched on technologically superior mobile platforms like the iPhone and BlackBerry, the travel industry is becoming a prime landscape for the use of mobile functionality from information distribution and alerts to mobile booking capabilities. PhoCusWright's Mobile: The Next Platform for Travel reviews mobile technologies, explores travelers' attitudes toward mobile functionality, and quantifies the growth and business value of mobile as a communications and booking channel.

This new report approaches the mobile revolution from all angles and offers the insight you need to launch a successful mobile strategy. Topics include:

Technologies that will drive the use of mobile in the travel industry
Projections of transaction volume for travel mobile commerce by product segment
Mobile travel features that are most important to leisure and business travelers
Impact of mobile on customer relationship management
Role of advertising in your mobile travel strategy
Consumer willingness to pay for mobile functionality

Some travel visionaries already see the mobile platform as a virtual panacea of travel communications. Companies are launching destination guides, geo-aware advertising and reviews, travel alerts, and even booking tools, all on mobile devices. PhoCusWright analysts review these new innovations and the likelihood that they or future technologies will significantly alter the way consumers search, shop and buy travel.

Need help with your mobile strategy? Travel Tech Consulting in partnership with PhoCusWright can provide a range of services to help formulate and execute a successful mobile strategy. This includes:

Leverage PhoCusWright's research to help with strategic planning for mobile initiatives.
Create comprehensive mobile strategy by defining key target markets and platform options.
Facilitate user requirements definition.
Assist with sourcing mobile partners and contract negotiations.

Table of Contents Methodology

TABLE OF CONTENTS ^top

53 Pages
Learn More About the Mobile Traveler
1. Key Findings and Methodology
Research Objectives
Methodology
2. Mobile Technology Overview
3. Planning a Mobile Strategy
4. Travel Industry Outlook
Conclusions
Industry Sponsors

TABLE OF TABLES
Figure 2.1 Worldwide Mobile Subscribers, 2000–2007 (millions)
Figure 2.2 Mobile Internet vs. Web Internet Penetration
Figure 2.3 Evolution of Telecommunication Networks
Figure 2.4 Percentage of Subscribers with 3G Devices
Figure 2.5 Examples of Smartphones Available in the U.S.
Figure 2.6 Smartphone Use Among Business and Leisure Travelers
Figure 2.7 New Smartphone Purchases
Figure 2.8 Brand and Model of Future Smartphone
Figure 2.9 The iPhone Effect
Figure 2.10 Mobile Device Vendor Market Share, 3Q08
Figure 2.11 Mobile Operating System Market Share, 2Q08
Figure 3.1 Mobile Travel Evolution
Figure 3.2 Sample iPhone Travel Applications
Figure 3.3 Mobile Reverse Funnel Approach
Figure 3.4 Developing Mobile-Specific Content
Figure 3.5 Travel Services Browsed on Mobile Web
Figure 3.6 Reasons Smartphone Is Not Used for Web Browsing
Figure 3.7 Navigating Mobile Search
Figure 3.8 Mobile Search Advertising Spending, 2007–2012 (US$M)
Figure 3.9, Interest in Receiving Travel Offers (While Traveling) Via Mobile Device
Figure 3.10 Receiving Text Messages (SMS)
Figure 4.1 Mobile Travel Key Benefits
Figure 4.2 Airline Mobile Efforts
Figure 4.3 Airlines: Mobile Travel Key Benefits
Figure 4.4 Hotel Mobile Efforts
Figure 4.5 Hotels: Mobile Travel Key Benefits
Figure 4.6 Car Rental Mobile Web Sites
Figure 4.7 Car Rental: Mobile Travel Key Benefits
Figure 4.8 Prototype Mobile Phone with Built-In Intelligent Key
Figure 4.9 Online Travel Agencies Mobile Web Sites
Figure 4.10 Online Travel Agencies: Mobile Travel Key Benefits
Figure 4.11 Availability and Use of Mobile Tools for Leisure Travel
Figure 4.12 Desired Services While Traveling For Leisure
Figure 4.13 Willingness to Pay for Services During Leisure Travel
Figure 4.14 Availability and Use of Mobile Tools for Business
Figure 4.15 Desired Services While Traveling for Business
Figure 4.16 Willingness to Pay for Services During Business Travel
Figure 4.17 U.S. Mobile and Online Bookings Revenue
Figure 4.18 Mobile Bookings Development Phases
Figure 4.19 Smartphone and 3G Adoption

METHODOLOGY ^top

This study was conducted in the second half of 2008 and consisted of two concurrent phases:
1. Consumer surveys (U.S. and Europe)
2. Executive interviews/market sizing

PhoCusWright conducted a 37-question Web-based survey using zTelligence (from Market-Tools); survey invitations were distributed through GMI (Seattle, WA).

Survey participation required respondents to have personally taken a trip at least 75 miles from home in the last 12 months and to carry a mobile phone with them while traveling. During the period of Sept. 12–26, 2008, there were 1,511 qualified responses.

Respondents received slightly different questions based on whether they were frequent business travelers or leisure travelers (including infrequent business travelers). A frequent business traveler is defined as someone who has taken four or more business trips by commercial airline in the last 12 months.

Results reflect 424 qualified responses from frequent business travelers and 1,087 responses from all others.

European Consumer Survey
The European consumer research was implemented online in the 1Q08 by Fieldworks, Inc. (U.K.). To participate in the study, respondents had to verify that they had personally taken a trip by commercial airline, charter airline or rail in the last 12 months and had personally stayed at a hotel, motel, B&B, flat or other paid accommodation while traveling on holiday in the last 12 months. Survey responses were collected from 1,600 online travelers across four key regions in Europe, including France, Germany, Spain and the U.K.

Executive Interviews/Market Sizing
PhoCusWright completed over 50 executive interviews with mobile and travel technology providers, travel suppliers, online and traditional travel companies, and corporate travel organizations. Interviews analyzed current mobile technology trends, current mobile travel applications and future plans in selected countries within North America, Western Europe and Asia, namely the U.S., Canada, Germany, France, Spain, U.K., China, India and Japan. For U.S. mobile m-commerce sizing, executive responses were aggregated and vetted against PhoCusWright online market sizing growth projections, existing mobile market data and consumer survey results to project direct mobile travel bookings for the U.S. air, car and hotel segments. Figures are presented in US$ millions.