Case Study 10.3

1. How important is mobile technology in Orbitz’s business strategy? Why?

     The mobile technology is very important for Orbitz's business strategy. This can be explaining by the beginning of Orbitz company established, Orbitz distinguished itself as a leader in mobile technology. With the mobile technology as their important business strategy, Orbitz can reduce significantly their cost thus it also brings a lot of benefits to their customers. The number of people who book the hotel with mobile devices is growing every day.
        Mobile booking nowadays, is a booking through special applications or mobile versions of the sites. Today that kind of reservation is especially in great demand among demand business traveler. Traveler very appreciate the mobility and the ability to solve problems "here and now". With mobile applications Orbitz.com and mobile version of the application, they can easily book a room, rent a car or buy an airplane ticket, regardless of location, and thus quickly adapt to changing circumstances or be able to change their schedule.

    Also in many conditions, it saves their time and provides maximum comfort and convenience when selecting destinations. Orbitz also can identify which is their consumer is constantly using the smartphones or tablets when travelling. By looking in this importance, Orbitz launched different apps for iPhone, Android, and Window.

2. What people, organization and technology issues did Orbitz need to address in its mobile strategy?

Individual users
Enable mobile users to view average wait times for airport security lines, locate available Wi-Fi services at airport, compute check in delays & taxi line wait times & new weather and traffic conditions. Users of any Website enable device could access capabilities similar to any full-screen e-commerce site.

Organizations

Orbitz m-commerce platform needed to be customized for each firm. For business mobile Website delivers the same set of tools enjoyed by the consumer market while incorporating features.

Technology 

Upgraded to respond to swiping gestures, expedite touch transactions and accommodate the small screen size of any Web-enabled mobile device. GPS and improved search capabilities enable consumers to locate nearby hotels and conduct price and distance.

3. Why are mobile phone users much more likely to book same-day hotel room or airline reservations? 

Orbitz enabled mobile users to view average wait times for airports security lines, locate available Wi-Fi services at airports, compute check-in delays and taxi line wait times and view weather and traffic conditions. The Orbitz also instituted mobile exclusive same-day deals, called Mobile Steals, available both on the e-commerce site and through the hotels by Orbitz app available for iPhone and Android service. Consumer save up to 50% of the standard rate. While only 12% to 14% or traditional e-commerce Website shoppers want to reserve a room for the day on which they are searching smartphone and other mobile users book for the same night between 50% to 60% of the time because they are more likely to be traveling and need a room at last minute.

4. What the role does Orbitz for business play in the company’s business strategy?

Chris Brown, Orbitz vice president, the ability to be a major player in the rapidly escalating e-commerce market will play off. Increased transaction speed provided by Orbitz mobile apps will attract new customer, especially those trying book same day reservations.

Orbitz went first-to-market with an e-commerce site designed specifically for business users. The opportunity was huge, since most business travelers carry smartphones or tablets. Corporate traveler typically must adhere to company rules specifying preferred vendors, cost limits, mandatory services, and expense documentation. The Orbitz for business mobile Website delivers the same set of tools enjoyed by the consumer market  while incorporating features that enable business travelers to adhere to company guideline. 

5. How successful is Orbitz’s mobile strategy? Explain your answer.

Orbitz made many enhancements to its mobile service. It enable mobile users to view averages wait time for airport security lines, locate available WiFi service at airports, compute check-in delays and taxi line wait times, and view weathers and traffic conditions. GPS and improved search capabilities enable consumers to locate nearby hotels and conducts price, distance, and rating comparisons, to compare flights and car rentals based on various customer reviews.ws.

Only Orbitz has a team of in-house travel expert, including former air-traffic controllers, who proactively monitor the conditions that affect traveler from wather and traffic disruptions to flight change and more. Besides that, expertise that helps program take flight likes get information and seasoned professionals with years of corporate travel industry experience whose mission is to provide superior service and expert insights. 

Next, business travel made smarter like count on our innovative business travel solutions to deliver the latest technology, intuitive interfaces and ultimate flexibility to power smarter choices that save time and money. Online, offline and on the go, Orbitz for business helps keep your travelers productive. 

But the other online travel players also believe consumers will increasingly move to mobile to make their travel plans, and they also have been making larges investment in mobile Websites, search tools, and apps. Priceline and TripAdvisor have rated highest in providing an engaging, enjoyable experienced on their sites and both continue to enjoy much stronger growth in unique visitors and visits than Expedia and Orbitz.