Travel Industry Marketing Conversations

by the folks at ITI Marketing, Inc.

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Posts Tagged ‘valuable’

What will this year portend for mobile messaging?

Posted by TeamITI on February 1, 2010

[tweetmeme source=”itimarketing”]

Pioneering technologist Alan Kay once said that “the best way to predict the future is to invent it.” Reflecting on another year gone by, this comment rings especially true.

For mobile, 2009 marked a year of outstanding innovation and growth; communication in 140 characters became all the rage as Twitter reached mainstream consciousness; Apple delivered its one billionth application download from the App Store; Orange and T-Mobile announced plans to merge their British business to become the Britain’s largest network provider, and O2 overtook BT in British revenues.

After so much development in 2009, where will 2010 take us?

Revenues rising, profit margins tightening
The challenge for carriers in the coming months will be to begin to prepare customers to pay premiums for high usage or optimal quality of service.

SMS revenues
According to analysts, SMS revenues will continue to grow rapidly, breaking the $100 billion-mark next year.

Location-based services

The industry is realizing that location alone is not a revenue-generating service in its own right – but is recognizing that it can provide valuable enhancements to existing services that will greatly stimulate services such as mobile search, mobile advertising and social networking, making these services more relevant, actionable and personal.

Mobile payments
In developed markets, the challenge had been about building consumer trust. Now, issues such as security, regulation and quality of service are dominating peoples’ minds.

Mobile social networking will come of age
Until now, the flood of unbillable Mobile Terminated messages from social networks were an issue for using SMS and MMS to address the mass market. But now enhancements such as MT charging, anti spam, location, ad insertion and hash-tagging will enable the carrier to engage in new business models for two-way social networking traffic.

Android – iPhone
We will see more Android-based phones entering the market this year, so it will be interesting to see if the semi-monopolistic iPhone hype will be reduced to normal proportions as the open model for Android provides a good alternative to the relatively closed iPhone.

Carrier app stores versus handset app
Carrier app stores have the ability to reach the mass market and can be enhanced with a range of capabilities including messaging, security, location, charging and user profiling. The stakes will only get higher this year as the battle rages on.

Proliferation of mobile security
The increased opening of networks and handsets release myriad new threats, will lead to increased customer care, higher infrastructure costs and more churn and brand damage. It will also hinder the uptake of services such as mobile financial services and mobile advertising.

Wait and see, but be prepared

As we did with SMS and MMS, we need to focus on how we can use IMS and RCS to add value to enhance third-party applications and services.

Network sharing
The sharing of radio networks is the most obvious cost-saving opportunity. But for service delivery infrastructures it is also important to be as flexible as possible.

Read the original article here.

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Posted in Articles & Research, Social Media | Tagged: , , , , , , , , , , , , , , , | Leave a Comment »

Five-minute interview with Jonathan MacDonald

Posted by TeamITI on January 26, 2010

[tweetmeme source=”itimarketing”]

” The key to a successful mobile strategy is identifying and meeting the needs of citizens, through interactive and utility-based mobile services”, says MacDonald.

As an entrepreneur, consultant, blogger and all-round evangelist for mobile, it’s easy to see why Jonathan MacDonald is impressed by mobile services that help make the lives of busy people easier and more productive. With a background at Ogilvy, Blyk (a pioneer in permission-based mobile advertising), super-club Ministry of Sound and Sky TV, MacDonald is now currently involved in a wide range of mobile initiatives all coordinated through JME.net. He blogs at jonathanmacdonald.com and regularly speaks at mobile events – catch him at M-Football on January 21 2010, London, UK.

Excited about..
I think it has to be the potential to provide utility and convenience for citizens. I am a big fan of things that increase productivity and make our lives easier. I am also excited about ways in which we can express and interact more instantly. All in all, it’s the mobile facilitation of more valuable experiences.

Who is the new kid on the block?
Keep a close eye on Tungle. This is a fairly new service that allows you to book meetings with people without constant back and forth emails. You simply indicate which times you are free and anyone else, regardless of whether they have a Tungle account, can pick times that also work for them.

Furthest sector ahead
My version of exceptional mobile Web and mobile marketing is the provision of outstandingly useful information or content. The sectors that nail this, in my opinion, are navigation and travel.

In travel, Lufthansa and Austrian Airlines are great examples, having trumped bigger operators with their mobile executions. With these, checking in takes just a few clicks and your boarding pass is actually a barcode on your screen, readily accepted by airport staff. As handset capability improves, you should expect to see this type of utility re-defining transport logistics. When it comes to navigation, companies like TomTom charge a fair whack for the service, but deliver excellent extreme value, so there’s good ROI. Take the TomTom app, it links to your address book and provides the ability to plan routes when not in your car – attractive options, if you can afford the premium price.

Successful mobile services
Generally I find countries that have skipped evolutionary technology and gone straight to mobile the most exciting. In these developing countries the usage and concepts for mobile are far more utilitarian and increasingly ubiquitous.
Citizen acceptance and adoption is not necessarily based on persuasion, or even seduction, but by basic need. The developed world would do well to learn that successful mobile services are rooted in meeting the needs of the citizens.

Maximum effect
I am absolutely convinced that the ability to have two-way interaction in contextual real-time will revolutionize mobile Web/marketing. For this to happen though, we must learn how to communicate with citizens in a non-patronizing and non-intrusive way. Brands that empower and earn trust from customers are first reap the rewards from mobile.

Resources
For a start I would recommend resources that are less to do with technology (including mobile), and more to do with psychology. Listening too much to people ‘inside’ the industry risks a mass circle-jerk of justification rather than increased understanding of how people interact.

This interview is published by Mobi Thinking, read the original article here.

Posted in Articles & Research, Mobile Marketing | Tagged: , , , , , , , , , , , , , , , , , , , , , , | Leave a Comment »