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Introduction

Methodology

Chapter1: The Global Mobile Market

1.1 Mobile subscriber base
1.2 Internet vs. Mobile penetration
1.3 Mobile in Developing Nations
1.4 The Smartphone Revolution
      1.4.1 Smartphone Focus: The iPhone
1.5 Mobile handsets and operators
          The US market
          The UK market
          The Spanish market
          The Italian market
          The German market
          The French market
1.6 Demographic overview of the following mobile markets:
          The US market
          The UK market
          The Spanish market
          The Italian market
          The German market
          The French market
      1.6.1 Mobile users… male or female?
      1.6.2 Mobile users… what age are they?
      1.6.3 Mobile users… what income bracket are they?
      1.6.4 Mobile users… which data plans have they organised?
1.7 Data plans
           US market: Data plans
          UK market: Data plans
          German market: Data plans
          Italian market: Data plans
          Spanish market: Data plans
      1.7.1 Mobile data access analysis
1.8 Trend of Mobile internet access

Chapter 2: Mobile technology and the travel industry

Introduction

2.1 How much Mobile activity has there been in the travel industry to date?
2.2 What does a Mobile strategy actually mean right now to Travel?
2.3 Perceptions towards the integration of Mobile in Travel
2.4 Will Mobile change the style of communication with consumers?
2.5 How viable is Mobile in Travel considered?
2.6 Currently, how far forward is Travel’s understanding of Mobile?
2.7 How prepared is the Travel industry to embrace Mobile?
2.8 What is next for the industry?
2.9 Will Mobile become a mainstream activity in Travel?
2.10 How may Mobile work to the advantage of Travel companies?

Figure 1.1: Global Mobile Subscribers by Continent
Figure 1.2: Global Mobile Subscribers CAGR by Region (2004 – 2007)
Figure 1.3: Estimated Net Subscriber Additions (Millions, 2007 – 2011F)
Figure 1.4: Global Share of Mobile Market (2007F)
Figure 1.5: Mobile Penetration by Continent
Figure 1.6: PC Internet Penetration by Continent
Figure 1.7: Global Mobile Service Revenue - Voice/Data Split (2006 and 2011E)
Figure 1.8: PC Internet vs. Mobile Penetration in Major Developing Nations
Figure 1.9: The journey to Mobile
Figure 1.10: Smartphone Penetration (EU5 = Consolidation of Shown EU Countries)
Figure 1.11: iPhone Applications by Category (Jan 2009)
Figure 1.12: Smartphone Users by Region and Country (3 Month average ending November 2008)
Figure 1.13: OEM Handset Manufacturer Share by Country (3 month average ending November 2008)
Figure 1.14: US Operator Shares for Total Mobile and Smartphone Users
Figure 1.15: UK Operator Shares for Total Mobile and Smartphone Users
Figure 1.16: Spanish Operator Shares for Total Mobile and Smartphone Users
Figure 1.17: Italian Operator Shares for Total Mobile and Smartphone Users
Figure 1.18: German Operator Shares for Total Mobile and Smartphone Users
Figure 1.19: French Operator Shares for Total Mobile and Smartphone Users
Figure 1.20: Total Mobile vs. Smartphone, Sex by Country (3 months average ending November 2008)
Figure 1.21: Total Mobile vs. Smartphone, Age by Country (3 months average ending November 2008)
Figure 1.22: Proportion of US Users by income group for Total Mobile and Smartphones (3 month average ending November 2008)
Figure 1.23: Proportion of UK Users by income group for Total Mobile and Smartphones (3 month average ending November 2008)
Figure 1.24: Proportion of Spanish Users by income group for Total Mobile and Smartphones (3 month average ending November 2008)
Figure 1.25: Proportion of Italian Users by income group for Total Mobile and Smartphones (3 month average ending November 2008)
Figure 1.26: Proportion of German Users by income group for Total Mobile and Smartphones (3 month average ending November 2008)
Figure 1.27: Proportion of French Users by income group for Total Mobile and Smartphones (3 month average ending November 2008)
Figure 1.28: Payment Plan by Total Users & Smartphone Users (3 month average ending November 2008)
Figure 1.29: Percentage of users that have a form of data plan (3 months average ending November 2008)
Figure 1.30: Data Plan Types broken down by Sex by Country (3 months average ending November 2008)
Figure 1.31: Data Plan Types broken down by Age by Country (3 months average ending November 2008)
Figure 1.32: Proportion of Data Package Subscribers by Demographic (US consumers, 3 month average ending November 2008)
Figure 1.33: Proportion of Data Package Subscribers by Demographic (UK consumers, 3 month average ending November 2008)
Figure 1.34: Proportion of Data Package Subscribers by Demographic (German consumers, 3 month average ending November 2008)
Figure 1.35: Proportion of Data Package Subscribers by Demographic (Italian consumers, 3 month average ending November 2008)
Figure 1.36: Proportion of Data Package Subscribers by Demographic (Spanish consumers, 3 month average ending November 2008)
Figure 1.37: Overall Penetration (3 month average ending November 2008)
Figure 1.38: Smartphone vs. Non-Smartphone Breakdown by Access Type by Country (3 months average ending November 2008)
Figure 1.39: Access of News/Information by Smart/Non-Smart and Country (3 months average ending November 2008)
Figure 1.40: Browser Access Penetration by Smart/Non-Smart and Country (3 months average ending November 2008)
Figure 1.41: SMS Access of News/Information by Smart/Non-Smart and Country (3 months average ending November 2008)
Figure 1.42: App Access of News/Information by Smart/Non-Smart and Country (3 months average ending November 2008)
Figure 1.43: News and Information access ever in month penetration by country (3 month average ending in labeled)
Figure 1.44: Percentage of Users that accessed Information and/or News nearly once a day (3 month average ending in labeled month)
Figure 2.1: Has your company ever tested the mobile market?
Figure 2.2: Has your company ever… (all respondents)
Figure 2.3: Has your company ever… (US respondents)
Figure 2.4: Has your company ever… (Asian respondents)
Figure 2.5: What does ‘a mobile strategy’ mean to you right now?
Figure 2.6: Does your company have a website specifically designed for the mobile web?
Figure 2.7: Does your company have a website specifically designed for the mobile web - split by travel sector
Figure 2.8: Does your company have a website specifically designed for the mobile web - geographical split
Figure 2.9: Do you see “mobile” becoming an increasingly important element of your online/digital strategy?
Figure 2.10: Do you believe that “mobile” will change the way you communicate with your customers?
Figure 2.11: Do you believe that “mobile” will change the way you communicate with your customers? (UK Respondents)
Figure 2.12: Do you believe that “mobile” will change the way you communicate with your customers? (Asian Respondents)
Figure 2.13: How do you view the viability of mobile devices in the travel & tourism industry for marketing?
Figure 2.14: How do you view the viability of mobile devices in the travel & tourism industry for consumer internet search for travel/tourism purposes?
Figure 2.15: How do you view the viability of mobile devices in the travel & tourism industry for customer service?
Figure 2.16: How do you view the viability of mobile devices in the travel & tourism industry for ticketing?
Figure 2.17: How do you view the viability of mobile devices in the travel & tourism industry for CRM?
Figure 2.18: How do you view the viability of mobile devices in the travel & tourism industry for customer acquisition?
Figure 2.19: How do you view the viability of mobile devices in the travel & tourism industry for sales/distribution?
Figure 2.20: How do you view the viability of mobile devices in the travel & tourism industry as a travel payment platform?
Figure 2.21: How well do you feel you understand the opportunities when considering “mobile” as a strategy?
Figure 2.22: Breakdown of opportunities identified by the travel industry
Figure 2.23: How well do you feel you understand the challenges when considering “mobile” as a strategy?
Figure 2.24: Breakdown of challenges identified by the travel industry
Figure 2.25: What is the biggest challenge for travel companies when thinking about “mobile” strategies? (Suppliers/Intermediaries Comparison)
Figure 2.26: What is the biggest challenge for travel companies when thinking about “mobile” strategies? (Airline Suppliers/Hotel Suppliers Comparison)
Figure 2.27: How well do you feel you understand enabling technologies when considering “mobile” as a strategy?
Figure 2.28: How well do you feel you understand consumer behaviour when considering “mobile” as a strategy?
Figure 2.29: How well do you feel you understand best practice when considering “mobile” as a strategy?
Figure 2.30: How well do you feel you understand the potential ROI when considering “mobile” as a strategy?
Figure 2.31: How prepared do you feel in terms of embracing “mobile” right now?
Figure 2.32: When did/will your company invest in “mobile”?
Figure 2.33: When did/will your company invest in “mobile”? (Airline Respondents Only)
Figure 2.34: What needs to happen for Mobile to become a mainstream sales & marketing platform?
Figure 2.35: How I see mobile working to the advantage of travel companies…

Chapter One:

The aim of this chapter is to examine mobile markets generically in order to identify how and where the consumer use of mobile technology is developing. We look at data on a regional basis and also at some individual markets. Statistics compiled from secondary research sources form the basis of Chapter One. The data has been compiled by EyeforTravel Research from a compilation of published data sources and then validated and cross analysed to determine relevant facts and trends. All secondary sources have been referenced and permissions obtained where necessary.

The second section of Chapter One examines some demographic details about the consumers using mobile and some introductory behaviour trends in some of the leading travel markets but limited to available data. All data in this section was sourced from M:Metrics and analysed by EyeforTravel Research. The M:Metrics data is compiled from a representative sample of mobile users in each market and statistically expanded to the total market. This data does not cover mobile subscriptions but shows trends and breakdowns for unique mobile users.

Chapter Two:

EyeforTravel research conducted an online survey amongst the travel industry between October and November 2008 with the aim of investigating the industry’s attitude towards Mobile. We analysed 820 complete survey responses which represented travel supplier and intermediary participants. The respondents included employees from companies across all travel sectors (including Airlines, Hotels, Car Rental companies, Online Travel Agents, Tour Operators, etc.), predominantly in upper management levels.

It should be noted that as participants were invited from EyeforTravel’s client base, the majority are likely to be of a relatively digital savvy nature, and perhaps more advanced in e-commence terms than the average travel company around the world. We would therefore expect the results to be somewhat different if respondents included all the very small enterprises in Travel and also a higher volume of respondents from less digital parts of the world. So while we consider the audience to be very widely representative, across the industry, within organisations and the globe, proportions should not necessarily be considered representative of the travel and tourism industry as an entirety, but those who are already fairly active online.