building the killer mobile travel app

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Page | 1 Building the Killer Mobile Travel App CASE STUDY

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One of the world’s largest full-service travel agencies was embarking on a highly ambitious new product project – to create the killer mobile travel app. But for comparative purposes they first had to understand what features and apps were already available worldwide – an intelligence gathering challenge of enormous proportions. Fuld + Company was not only able to gather and assess the almost incalculable array of existing options but also to recommend a package of options and features that no one else could match.

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Page 1: Building the Killer Mobile Travel App

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Building the Killer Mobile Travel App

CASE STUDY

Page 2: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

When Nothing Less than the Best Will Do Case Overview

One of the world’s largest full-service travel agencies was embarking on a highly ambitious new product project – to create the killer mobile travel app. But for comparative purposes they first had to understand what features and apps were already available worldwide – an intelligence gathering challenge of enormous proportions. Fuld + Company was not only able to gather and assess the almost incalculable array of existing options but also to recommend a package of options and features that no one else could match.

Page 3: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

A Crowded Playing Field Key Business Challenges

Few digital-age product areas are as crowded as that for mobile travel apps. Apps are constantly flooding into the market with highly touted new features covering almost every conceivable aspect of travel. And users are lapping them up: more than 40 percent of smartphone owners have, on average, two or three travel apps on their devices. Our client intended not only to take on this already crowded field of products but to supersede them.

40% of smartphone owners have 2-3 travel apps

Page 4: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

Too Much Information Key Business Challenges

The challenge of this assignment was not that the information was difficult to obtain but that there was so much to reign in that a massive intelligence-gathering effort was needed. Nevertheless, we set out to find worldwide examples of relevant, interesting, successful apps in such areas as mapping, travel itinerary planning, social travel, guidebooks, electronic scrapbooking, and much more.

Page 5: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

Assessing Features and Apps from Multiple Perspectives

The Fuld Approach

For each app that we profiled, we included not just a description of features and functionality, but an independent critique of strengths and weaknesses with recommended features that the client should consider in building its new ‘mega’ app. We catalogued scores of examples, representing an array of features from multiple markets. We considered uniqueness, availability of substitutes, and measures of success like accolades, reviews, functionality/ease of use, demand/ penetration, and more. Certain apps proved too common to incorporate in the mega app, while others fell into the “must have” category, meaning no app would be complete or successful without them.

Page 6: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

Conceiving the Ideal Package Key Business Impact

After weighing all of these factors, we arrived at a recommended set of apps/features. Most importantly, we recommended that these apps and features be combined with the client’s booking transaction data. As a result, the client was well equipped to embark on the ultimate objective of creating a package unparalleled in the industry, in any market.

Page 7: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

The Importance of Not Straying from the Mission The Fuld Review

Due to the vast scope of the assignment, the client was often tempted to request additions and new areas of exploration. In many cases, the Fuld + Company team could accommodate such requests, and the end product was improved as a result. However, in a few instances, the client strayed into areas that did not meet its original criteria and created distractions. These digressions were not highly problematic, but simply reflect the importance of working together to stay on task, which can be challenging on a project with such a broad scope.

Page 8: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

Think a similar solution could work for your organization?

CONTACT US fuld.com/solutions

Page 9: Building the Killer Mobile Travel App

BUILDING THE KILLER MOBILE TRAVEL APP WWW.FULD.COM

NORTH AMERICA

Global US Headquarters 131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA | +1 617 492 5900

EUROPE London: 20 Conduit Street | London W1S 2XW | United Kingdom | +44 (0) 7659 6999

ASIA PACIFIC Manila: 3402 One Corporate Centre | Julia Vargas cor. Meralco Ave. | Ortigas Center, Pasig City | Philippines | +63 (0) 706 3292

About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence