News today from Orange that the Apple iPhone will finally be available in the UK to users in its network and not just those of O2 will probably boost the chances of 2009 being the “Year of the Mobile” for travel, as so many have predicted.
So while anger over roaming charges remains a problem, pushing the iPhone to yet another of the UK’s large service providers will not only boost sales of Apple handsets but also enhance the general connectivity of consumers on-the-go.
This, some say, is an issue which has dogged mobile as a critical channel for travel brands.
Nevertheless, interactivity still appears to focus around a key areas – something that examining the iPhone app charts can illustrate.
Take the iTunes App Store in the UK.
The top free apps for the iPhone are dominated by relatively basic information services, such as a London tube map, Google Earth, Urbanspoon (a dining out app), train travel search and another to identify the location of traffic speed cameras.
The first app featured in the list which is produced by a so-called travel brand is the Kayak Flight and Hotel Search – remarkable in itself given Kayak’s reasonably low profile in the UK on the web.
BA’s app, which was one of the first launched on the iPhone in July 2008, hovers around position 15 in the top 20.
As for the paid apps, public transport and airline information services dominate once more – travel brands
It is left to the Lonely Planet Travel Guides app (costing a nominal £0.59) to secure the only place in the top 20 for a well known travel brand beside from the rail information sites.
There is a similar story in the US. The top free apps are dominated, once again, by information-style services – with the exception of the Kayak and TripCase apps.
Paid apps follow a similar trend to the UK.
One quirk of usage either side of the Atlantic Ocean which emerges in the App Store charts – which Apple PRs are reluctant to give away – is how eager (or not) iPhone users are to pay for their apps.
One in four of the top iPhone travel apps in the UK are paid for by consumers – in contrast to that of the US where just one of the top 20 apps is bought by users (FlightTrack for $5).
It is reasonably well known that many of the major travel brands have decided to take a raincheck on investing heavily in mobile functionality such as iPhone apps and other handsets tools – although most are reluctant to admit it.
“We have had other things to concern ourselves this past year and, to be honest, it is easier to watch others test the water for us before investing heavily in so-called killer mobile technology,” says one well-placed technology executive within a major global travel brand.
The expansion of the iPhone in the UK and similar moves in the US when AT&T loses its grip on the service could be, this particular executive believes, the trigger for a raft of enthusiasm for mobile travel.
I think there’s quite a lot going on here. Just writing out my hat:
1. Part of the problem is that most of the supposedly content-rich travel apps aren’t very good. Once you’ve bought one “guide” that’s no more than a WikiTravel scrape with basic location-sensitivity laid over it, you won’t make that mistake again. Have a thorough play with some of the apps launched by traditional big players, too, and you’ll find some horrible efforts (despite the fact that they, more than anyone, have access to superb content).
2. Perhaps, too, that the app format is just better suited to simpler stuff (“basic information services”, as you call them)? Yelp, Qype, etc. all ride consistently high in the charts because they do one job (relatively) well. Ditto public transport apps.
3. Perhaps it shouldn’t be so surprising that in a new field like this, it *isn’t* the big players we should look to to innovate well. Among the paid apps, the top “guide-style” (above all the “recognized” brands) isn’t Lonely Planet, but “Instant New York”: see http://www.instantcities.com. It may not be a brand we know well… yet. [Disclosure: I have 2 apps forthcoming with them, so I won't wax about them too much here...]
Of course, the arrival of Orange (and the growth of Android) will grow the app market. But better products would be even more beneficial.
I’m hoping Google Android would hurry up and get their shit together. Apple and their arcane approval policies are hurting real innovation. I like building independent apps/web sites but I dont dare bother doing so for the iphone, as rejection by the apple overlords is the likely result. Thats my 2c rant…
I am yet again left depressingly un-surprised by the news that the ‘major’ travel brands are waiting for the open source community to prove the business case for the next generation of travel apps. whilst at the same time inhibiting their usefulness by restricting access to their data? Have LocalPicks by Tripadvisor and AroundMe taught you nothing? Two simple rules; keep it user driven and keep it free, the rest will take care of itself..
@liftsurfer – what is holding Android back?
@jimbobthomas – but would BA shareholders rather have the tech team driving traffic (via a better UE) to the website and more bookings than getting plaudits (and an award here or there) for its iPhone app?
I had been informed about this from a friend (who pointed me here) so thanks for making it available.
@Kevin May – I’ll try and answer that with an example…The R&A released a combined iPhone app. & Twitter feed in Jan. of 2009 which combined to give me concise update on the qualifying stages of the tournament along with exclusive pictures taken by the on course reporter which offered me the option of delving deeper into the behind the scenes stories and logistics of what went into setting up the tournament or to simply have a sneak preview of how the course was developing?
It doesn’t have to win awards or make Apple designers blush, it could be as simple as a live departure/arrival feed or as complex as a destination based planner but all of it would not serve as a distraction from the website but to enrich the experience?
The question the consumer asks is, ‘Do I really have to pay for this?’..?
Jsut want to let you know I found this really interesting
I was actually looking around for a forum post on this issue, but stumbled across your site on Google!! I’m actually quite interested so will keep an eye out for updates
very interesting and informative, i will link ya in a tweet