Bluetooth Marketing at Airport Düsseldorf

I thought Bluetooth Marketing was dead. But no, there is an airport trying it. Airport Düsseldorf uses 120 Beamzones from Blue Cell Networks to cover its airport with download stations. The interesting part of it is that DUS uses a performance based business model. Advertisers such as N24 pay per download and can reach as much as 100.000 downloads per month.

I will be at DUS this week trying by myself. Will see…

Read on:




Mobile Travel App Catalog ready for download

Our Mobile Travel App Catalog which we presented to the public at ITB Berlin 2011 two weeks ago was a great success. The booklet was out of stock by the end of the exhibition. Fortunately we do have a digital version of it. You can download it from today. The only thing you have to do is paying with a tweet (just click on the button). I saw it the first time on Mobile Zeitgeist (@Heike you are always ahead ;-). If you don’t have a Twitter or Facebook account, please post: Just downloaded Mobile Travel App Catalog via to any Social Network and send us a screenshot. We will send you a copy via Email.

I would like to say thank you to our sponsors helping us to cover the costs of the Mobile Travel App Catalog. For our next catalog please get in contact with us if you want to be part it. Here are the sponsors in alphabetical order:——————————————————————–———————————————————————–

ITB Asia ——————————————————————–

Mobile Travel Takes Off: Smartphones are changing the way people travel

According to eMarketer the number of US mobile users who research travel on their mobile devices will climb from 19.7 million in 2010 to 29.7 million in 2012. Those booking via mobile will nearly double in the same timeframe, from 8.7 million to 15.1 million. “Mobile has dramatically altered the travel experience,” said Noah Elkin, eMarketer principal analyst and author of the new report. “From pre-trip planning to in-flight and on-property services to context- and location-aware destination information, mobile devices promise to transform every phase in the travel process, putting vital information—and new marketing opportunities—within hand’s reach.”

Unfortunately this research represents the US market only. I am sure that Europe looks similar.

Furthermore Juniper Research reports that every seventh bar coded boarding passes worldwide will be delivered to passengers’ mobile devices within 2 years. This equates to 480 million mobile boarding passes which is treble the 160 million for last year, as mobile technology and especially smartphones are having a rapidly growing impact on the airline industry. Juniper Research has also identified significant market progress for mobile tickets from both vendors and crucially airlines as well as growing potential across train travel and in suburban metro systems, which will be boosted by the momentum currently being seen in NFC.

Introducing the Mobile Travel App Catalog ITB Berlin 2011 Edition

Pick up your personal edition of the brand new Mobile Travel App Catalog by mvolution at
ITB Berlin 2011 hall 7.1c booth 107.

The Mobile Opportunity

Since the arrival of the Smartphone (not only iPhone but also Android, BlackBerry and newer Nokia devices) and the increasing public awareness thereof, end users (including travellers) have been quick to embrace mobile applications (apps). In the last 12 months there has been an explosion of companies leveraging apps to capture the benefits of mobile technology. According to BITKOM about 900 million apps have been downloaded in Germany in 2010 generating an annual growth of 112% and revenues of 357 million Euro. Over 25% of the German population own and more interestingly use their Smartphone to access the mobile internet: this has become a mass market.

By today the German Apple App Store accounts for about 300.000 apps including 18.324 travel apps (category travel). This is rank no. 7 just after category Utilities with 19.020 apps. Interestingly paid apps account for 72% and only 28% are free travel apps. In terms of downloads the most popular free travel app (in Germany DB Navigator) will reach over 2 million in 2011 and Kayak already has more than 5 million downloads in the US.

Within the App Store category Travel we had a close look at different apps. We analysed the most interesting ones and created 16 categories relating to the travel industry. For each category we took (if available) five travel apps and tried to extract their differences in terms of functionality, ranking and App Store user reviews. We discovered very interesting features and multiple approaches to creating and marketing apps.

The Search function for example, is important for finding places, hotels, train or rental car stations, connections or directions. The analysis showed that there are 10 different ways search (from Augmented Reality to Voice) is used by the app providers. Or Social Media features can range from pure Facebook or Twitter links to integrated sharing functionalities with other Social Media apps. It is also notable that for travel companies booking and reservation via mobile becomes a real positive return on investment business case.

Some players believe that mobile commerce will be arround 20% of their revenue share within the next few years. We think too, that this can be true, because Smartphone apps can create a user experience that is superior to using the corresponding website with the desktop device, and at the same time add specific value to certain travel related use cases. However we also discovered that only a fraction of travel companies do a good job with their mobile strategy which is not understandable considering the importance of the mobile channel.

So we are excited about the future developments in this segment and hope to bring you with this first edition of the Mobile Travel App Catalog, interesting insights into the market. We are also looking forward to getting feedback from you on your mobile experience.

The Mobile Opportunity

mvolution shows Mobile Travel Apps at ITB Berlin

At this year’s ITB Berlin exhibition we will present 3 hot mobile travel topics making the Travel Industry even more valuable. Contact us (mvolution) under:

+49 3641 573 3399 or for a person to person meeting at Hall 7.1c booth 107.

First is: From Web to App for iPhone, iPad, Android, BlackBerry, Nokia …

As one of the most experienced App Developers (already 6 years) we will show how to develop a Mobile strategy and value added Apps with a Cross-Mobile-Platform approach. We offer full services: From consulting (finding the right mobile strategy for your business), concept building (designing screens, storyboard and architecture) and implementation (developing frontend, backend and interface) to quality management (testing, debugging and updating). Additionally, we provide hosting, support and app-store management.

Second: Itinerary Management

Aimed at the business traveller, travelload solves a problem by providing a single itinerary consolidation travel manager as a tool keeping the travelload subscriber informed, alerted and organized about flight information, trains, hotels, rental cars, weather, timetables, alerts, delays, traffic, change of gates, on fly reservations, booking, navigation, maps and expense reports which are all delivered through intuitive well designed mobile applications, tablet applications, web browsers and social networking integration.

Third: Real Time Traveller Tracking

Travel security is a big issue these days. Whether the outbreak of a volcano, weather chaos or political conflicts: There are thousands of scenarios to think of. In order to make the world of travel a bit safer, we developed a crisis management and real time traveller tracking tool. The instrument is integrated into our meta mobility platform travelload. Intelligent filter mechanisms enable target-orientated distribution of information, since travel managers can see who is in the concerned region. In case of emergency a SMS via message centre is sent to all affected persons. The persons can send back their real location information through SMS. Travel Managers see the real time traveller position immediately.

RIM (BlackBerry) to become an OTA?

Well, I guess it is yet too early to say, but on Monday this week at Mobile World Congress in Barcelona RIM announced its own travel product the BlackBerry Travel App. And this is an interesting move by RIM. Why? Let me ask the question who in the travel value chain is closer to the end user? An OTA (e.g. Expedia) or a Smartphone Device Manufacturer? The smartphone is used every day, every hour or sometimes a lots of minutes per hour, right? To get to Expedia, which I may use a few times a year, I need a desktop computer and I need to know the URL.

Source: BlackBerry App World

So the right strategy is to come far closer to the end user by cooperating with SDM. So did Expedia Affiliate Network who is providing the Hotel content for the Travel App. There are also other players within the value chain of travel, who could be closer to the end user than any OTA or travel supplier, the Mobile Network Operators (like Vodafone or Telekom). Those guys are losing voice revenues and are keen to find new transaction based business models.

At the end the user will decide whether they trust those new players or not. My personal opion: it’s worth a try…

TUI Donnerwetter Jetter is running now

This is what happens, if developers cannot plan the time an iPhone App is reviewed by Apple and another App (in this case the Facebook App Donnerwetter Jetter) must be started simultaneously. Both Apps depend on each other. In case Apple publishes the iPhone App in the morning in Germany, there could be difficulties with going live with Facebook App due to time zone difference. However TUI  Donnerwetter Jetter is now running and I am on rank 26 right now.

I would be happy if Apple could give some indication in advance when they are ready to publish. What’s your experience with that issue?

TUI starts Mobile Social Media Campaign

Today’s hottest and most discussed topics in Online are Mobile and Social Media. Monday last week I have been to the Symposium “Social Media im Tourismus” organised by the Travel Industry Club. It was interesting listen to big companies and their experience with Social Media activities (whether succesful or failed). However TUI didn’t present anything, but hopefully will do next year showing their results with the “TUI Donnerwetter Jetter” campaign / App.

Donnerwetter Jetter is a perfect case study because it combines all elements needed to implement a great Mobile Social Media Campaign:

  • Motivation: bad weather is motivation to travel to sunny beaches (core business of TUI)
  • Incentive: win a price which is 12 nights holidays in Dominican Republic
  • Mobile: the perfect user interface to collect data
  • Check-in functionality: participate anytime anywhere (known from Foursquare & Co)
  • Social Network: users can only participate with their Facebook account

So how is it working? Download one of the Apps (iTunes, Android Marketplace), watch the very nice introduction video, register with your Facebook account and then check-in your bad weather conditions. By doing that you collect points. The one who has the highest ranking will win the price. I don’t know what happens if you check-in a sunny day in Germany (subtract points?).

Unfortunately it didn’t work at the time I wrote this article. They had difficulties with the Facebook Connect API, so I can’t tell how it’s working in real conditions. But I will test it over the next days, because I believe this is an excellent campaign. I am also really excited to get results of the campaign:

  • How many App downloads?
  • How many Likers on Facebook? (I couldn’t find a corresponding fan page on fb, why?)
  • How many Check-in’s?
  • How many bookings on ;-)?

Please let us know TUI Interactive!

Smartphones as security channel for Business Travellers

In two weeks the 3. Forum Sicherheit und Reisen will take place in Stuttgart, Germany. The conference is connecting security and mobility professionals with a focus on saver business travels. One of the discussed aspects will be Smartphones and their influence in security.

Smartphones could play a significant role as Early-warning and Traveler Tracking System. In order to use Smartphones as security channel corporates need to maintain a database with mobile phone numbers of their Business Travellers. This database needs to be connected with a messaging system able to send and receive high quality SMS. The Smartphone not only can receive critical messages but also respond to the system by sending back the actual location in real time.

At the Forum Sicherheit und Reisen several workshops will look closer to the topic. Here is a link of the agenda.

Deichcamp 2011 under the focus of „Mobile Technologies in Tourism“

By now each Tourism oriented company should understand that they need a Social Media and Mobile Strategy. Such organisation should have a team (2 to 3 people) discussing the topic, analysing risks and opportunities and preparing a rough concept. But the topic is quite complex. The Mobile Device isn’t just another channel or format. It is more…

Thus Tourism organisations (Tour operators, Suppliers, OTA’s, Destinations etc.) should take the opportunity to attend next year’s first barcamp dedicated to Mobile Technologies in Tourism from 18th til 20th of February 2011 in Greetsiel Vitalis Hotel. The Deichcamp 2011 is organised by Social Media experts Tourismuszukunft giving the event the spiritedness of todays most discussed topics: Social and Mobile.

There is only limited space for attendees in order to keep the event informational. So please register here today. Looking forward to see you at the beautiful Northsea Coast.

%d bloggers like this: