72% Won't Use Mobile Abroad - A Missed Opportunity?
The recent European Commission Eurobarometer survey* on data roaming revealed that just under half of all mobile phone users have travelled at least once in the last five years with just 10 per cent using internet service while abroad. The survey also concluded that 72 per cent of EU mobile users will avoid using their mobile services abroad due to data roaming costs that are deemed too high.
It’s no secret that branded applications are an incredibly cost effective way of targeting and engaging consumers, however adapting your mobile strategy to be more user friendly, regardless of location is proving to be a challenge. Apps that are both accessible and free from data roaming costs present a unique value proposition where consumers will be connected to your brand throughout the travel journey.
Integrated apps are also ideal for inclusion in subscription-based memberships or loyalty benefits packages. Digital inventory like an app can be delivered to a mobile phone, anywhere in the world, instantly and at minimal cost, which is very different from the time and expense involved in sending a physical item. Such immediate and direct personal connection is a great way of ensuring your customer is consistently engaged with, and rewarded by, your business.
Collinson Latitude’s understanding of what makes a top-class app was demonstrated in the summer of 2010 when the company’s ‘Fly&Share’ social networking app hit the top spot in the iTunes Store’s travel ‘What’s Hot’ list. In a world of volcanic ash and industrial action, the ‘Fly&Share’ app helps air passengers keep friends, family and colleagues aware of their movements with ‘as-live’ coverage of their flights through Facebook and Twitter.
Collinson Latitude is constantly looking to work with travel sector brands and companies to bring exciting and innovative apps to the market.
*The Special Eurobarometer survey on roaming questioned over 26,500 people between August 2010 and September 2010 in the 27 EU Member States.