Today's Wireless Environment, Tomorrow's Bookings


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Presentation made in 2002 by Leon Benjamin of DestiCorp at the Berlin Eye for Travel event.
Outlines the key change forces in mobile - most of which are still relevant today

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Today's Wireless Environment, Tomorrow's Bookings

  1. 1. Today’s wireless investment, tomorrow’s bookings? Winning by Sharing Leon Benjamin, Co-founder, DestiCorp Ltd [email_address] – May 2002
  2. 2. Introduction <ul><li>Leon Benjamin, co-founded DestiCorp with Anna Pollock in 2001 </li></ul><ul><li>DestiCorp is </li></ul><ul><ul><li>A “thinking” consultancy, that develops innovative concepts, models and applications for the travel and tourism industry </li></ul></ul><ul><ul><li>Pragmatists and practitioners who guide our clients through the turbulent waters of change and dislocation with clarity and concrete action </li></ul></ul><ul><li>Our ‘mantra’ is “Winning by Sharing” </li></ul>Leon Benjamin: – May 2002
  3. 3. Objectives <ul><li>Provide insight into wireless activity in Europe and how it is reconfiguring traditional business </li></ul><ul><li>Describe the prevalent and emerging distribution and revenue models </li></ul><ul><li>Discuss how tourism providers can exploit the wireless space </li></ul><ul><li>……… ..and why this can only be achieved by a profound shift in thinking </li></ul>Leon Benjamin: – May 2002
  4. 4. Presentation Structure <ul><li>Profile the technology landscape trends </li></ul><ul><ul><li>Convergence </li></ul></ul><ul><ul><li>Location-based services </li></ul></ul><ul><ul><li>Wi-Fi </li></ul></ul><ul><li>Assess the business landscape </li></ul><ul><ul><li>Market dynamics </li></ul></ul><ul><ul><li>New business models </li></ul></ul><ul><li>Describe the key components of a wireless distribution strategy </li></ul><ul><ul><li>Connectivity, Community, Content and Commerce </li></ul></ul><ul><ul><li>Winning by sharing </li></ul></ul>Leon Benjamin: – May 2002
  5. 5. Technology Landscape <ul><li>The European mobile phone statistics make attractive reading </li></ul><ul><ul><li>40-75% penetration of mobile phones (Italy & Finland, Iceland now officially the highest with 76%) </li></ul></ul><ul><ul><li>76 mobile operators in Europe (10 major’s dominate) </li></ul></ul><ul><ul><li>100% penetration in Western Europe by 2006 (Pyramid Research) – that’s 350m people! </li></ul></ul><ul><ul><li>178 countries now have GSM </li></ul></ul><ul><ul><li>Globally, 167m new subscribers in last 12 months </li></ul></ul><ul><li>Strong uptake of GPRS (always on) services </li></ul><ul><ul><li>13% of all mobile phone users in the Western Europe (that’s 40 million) will be using GPRS mobile data services by the end of 2003 (Source: Analysys) </li></ul></ul><ul><ul><li>By the end of 2003, however, non-commercial users could outnumber enterprise users, accounting for 80% of GPRS users </li></ul></ul>Leon Benjamin: – May 2002
  6. 6. Technology Landscape <ul><li>SMS is still the dominant (data) revenue generator for operators </li></ul><ul><ul><li>10% of total service revenues </li></ul></ul><ul><ul><li>Billions of text messages every month – Global Q1 2002 75bn, projected total for 2002 360bn </li></ul></ul><ul><ul><li>In Europe, 90% of these messages are person-to-person with only 10% machine or application to person </li></ul></ul><ul><li>Instant Messaging (IM) is the ‘next big thing’ and cannot be ignored. </li></ul><ul><ul><li>1 in 6 mobile users in Europe currently using IM </li></ul></ul><ul><ul><li>50 million users worldwide </li></ul></ul><ul><ul><li>Exploding into the corporate world (100,000 IBMers sending over 1m messages a day) </li></ul></ul><ul><li>GPRS and a new standard called Session Initiation Protocol (SIP) will bring about ‘SMS size’ revenue for operators </li></ul><ul><ul><li>SIP ties together email, voice, and messaging </li></ul></ul><ul><ul><li>Enables SMS-IM and IM-SMS chat over wireless networks </li></ul></ul>Leon Benjamin: – May 2002
  7. 7. Market Drivers <ul><li>What do we as consumers want and need? </li></ul><ul><ul><li>We’re information dependent, especially so for travel consumers </li></ul></ul><ul><ul><li>We’re task oriented </li></ul></ul><ul><ul><ul><li>Choosing a destination </li></ul></ul></ul><ul><ul><ul><li>Finding a hotel </li></ul></ul></ul><ul><ul><ul><li>Booking a flight </li></ul></ul></ul><ul><ul><ul><li>Listening to the news or our favourite music </li></ul></ul></ul><ul><ul><ul><li>Keeping contact with home or office </li></ul></ul></ul><ul><ul><li>Increasingly, we’re multi-tasking </li></ul></ul><ul><ul><li>We don’t sit still </li></ul></ul>Leon Benjamin: – May 2002
  8. 8. Market Drivers <ul><li>Consumers are increasingly mobile </li></ul><ul><li>Need to cut the physical ties that bind them to home or office </li></ul><ul><li>Shouldn’t need a check list an arm’s length before leaving home or office: </li></ul><ul><ul><li>Have I diverted my home phone number? </li></ul></ul><ul><ul><li>Is the answering machine on? </li></ul></ul><ul><ul><li>Have I packed my modem cable? </li></ul></ul><ul><ul><li>What’s the access code for my ISP dial-up? </li></ul></ul><ul><ul><li>Have I synchronised my address book? </li></ul></ul><ul><li>I shouldn’t need to carry a sackful of appliances </li></ul><ul><ul><li>My computer and work-related files </li></ul></ul><ul><ul><li>A PDA for contacts and to do lists </li></ul></ul><ul><ul><li>A stereo, music player </li></ul></ul><ul><ul><li>Mobile phone </li></ul></ul>Leon Benjamin: – May 2002
  9. 9. Market Drivers have created…. <ul><li>1. The convergence of appliances </li></ul><ul><ul><li>Computer, phone, MP3 player, billing device, browser </li></ul></ul><ul><li>2. Location-based services </li></ul><ul><li>Relevant information, when and where we want it and determined by our location </li></ul><ul><li>3. Always on – everywhere – and FAST(!) connectivity </li></ul><ul><li>4. Now we’ll make conscious choices about connecting, soon it will be unconscious, pervasive </li></ul><ul><li>Ambient connectivity </li></ul>Leon Benjamin: – May 2002
  10. 10. 1. Convergence <ul><li>Devices are converging and morphing into wireless and voice enabled Personal Digital Assistants (PDAs) </li></ul><ul><li>Palm still dominant with 47% global market share </li></ul><ul><ul><li>Microsoft Pocket PC based devices second behind Palm in Europe….and gaining – Compaq iPaq, HP Jornada </li></ul></ul><ul><li>eTForecasts in its report &quot;Worldwide PDA Markets&quot;, expects explosive growth in the form of PDA-phones, a Web cell phone with PDA functionality or vice versa </li></ul><ul><li>Worldwide PDA sales to jump from 12 million devices in 2000 to more than 61 million in 2007 </li></ul><ul><li>They will be multifunction devices with built-in Internet access, digital camera, music player, scanner and other functionality </li></ul><ul><li>The hardware capabilities of a typical 2007 PDA will be similar to a 2001 low-end PC! </li></ul>Leon Benjamin: – May 2002
  11. 11. Convergent Devices Leon Benjamin: – May 2002 Siemens Java PDA phone MMO2 (Cellnet) XDA Pocket PC PDA phone Handspring Treo PDA phone Palm OS Personal Trusted Devices (PTD)
  12. 12. 2. Location Based Services <ul><li>A person’s location sets the context for service delivery </li></ul><ul><ul><li>Be relevant </li></ul></ul><ul><ul><li>Information and services should be Pulled not Pushed! </li></ul></ul><ul><li>Online business directories and destination databases are ineffective without geo-coded data (Scoot, Yell, D&B) </li></ul><ul><li>There is a massive focus on Location Based Services (LBS) </li></ul><ul><ul><li>Network operators (huge future revenue) </li></ul></ul><ul><ul><li>Galileo GPS </li></ul></ul><ul><ul><li>Webraska, Schlumberger </li></ul></ul><ul><li>Geo-coding service providers </li></ul><ul><ul><li> (UK) can geo-code data to virtually every city in the world (including Jakarta) </li></ul></ul><ul><ul><li> in the US </li></ul></ul>Leon Benjamin: – May 2002
  13. 13. 3. Continuous, Ubiquitous & FAST! <ul><li>Wi-Fi (Wide Fidelity) networks, or WLANs have literally exploded and emerged as the single most significant development in wireless technology </li></ul><ul><li>Wi-Fi networks are short range (100m) wireless LANs running at 10mbps </li></ul><ul><li>They enable laptops & PDA’s to connect to the internet by sharing a broadband connection </li></ul><ul><li>Cost 300-500 Euros to implement </li></ul><ul><li>Disruptive technology </li></ul><ul><ul><li>Cheap </li></ul></ul><ul><ul><li>Effective, useful </li></ul></ul><ul><ul><li>Out of control </li></ul></ul><ul><ul><li>Could severely impede the European investment in 3G </li></ul></ul><ul><li>Let’s see why </li></ul>Leon Benjamin: – May 2002
  14. 14. Wi-Fi - Travel Example Leon Benjamin: – May 2002
  15. 15. More on Wi-Fi <ul><li>Retailers are creating ‘Hotspots’ </li></ul><ul><ul><li>Most MacDonalds restaurants in the US by end 2002 </li></ul></ul><ul><ul><li>Starbucks deploying across Europe, 462 stores enabled in US </li></ul></ul><ul><ul><li>BT to create hundreds of Hotspots in an around London </li></ul></ul><ul><ul><li>BT are rolling out 5,000 broadband subscribers every week </li></ul></ul><ul><li>Internet access available via Hotspots anywhere in Cambridge (UK) </li></ul><ul><li>First internet ‘bench’ in small market town of Bury St Edmunds (UK) </li></ul><ul><li>Available on Brighton beach this summer </li></ul><ul><li>In travel: </li></ul><ul><ul><li>Copenhagen Airport is opening its wireless local area network (WLAN) to the public this week. Named CPH-WIZ, Oct 2001 </li></ul></ul><ul><ul><li>Federal Aviation Administration (FAA) to provide secure, broadband wireless connectivity between FAA buildings at airports across the US </li></ul></ul><ul><ul><li>VARIG Airlines – email, web access on entire fleet, Nov 2001 </li></ul></ul><ul><ul><li>Hilton Group to deploy worldwide </li></ul></ul><ul><ul><li>Most airports will be provide Wi-Fi access within next 12 months </li></ul></ul>Leon Benjamin: – May 2002
  16. 16. More on Wi-Fi <ul><li>Most of Hawaii is now ‘wired’ with Wi-Fi </li></ul><ul><ul><li>“ Island of wireless guerrillas” </li></ul></ul><ul><li>Individuals are (re)-charging their neighbours to share their broadband </li></ul><ul><li>Companies like and are providing a payment and global publishing platform to enable the contractual elements </li></ul><ul><li>Anyone can become an ISP serving small local communities </li></ul><ul><li>Giving rise to Network Area Neighbourhoods (NANs) and Customer Owned Networks (CONs?) </li></ul><ul><li>In the US the FCC will soon sanction next generation Wi-Fi that will operate at higher speeds and greater distances (miles) </li></ul>Leon Benjamin: – May 2002
  17. 17. Wi-Fi and the Gaming Sector <ul><li>Sony built a virtual reality gaming facility off the coast of San Diego in 1999 - Norrath </li></ul><ul><li>Can accommodate 1m visitors per year </li></ul><ul><li>Gamers can participate using their PCs at home but need a broadband connection so Wi-Fi being used from remote areas </li></ul><ul><li>Wi-Fi took this game from relative obscurity to 100,000 online at any given moment in time </li></ul><ul><li>Sony derives $3.6m revenue per month from this community </li></ul><ul><li>Norrath’s per capita income is roughly between Russia and Bulgaria </li></ul><ul><li>Put another way, the 77th richest country in the world </li></ul>Leon Benjamin: – May 2002
  18. 18. Wi-Fi and Conferences <ul><li>Conference Facilities will be equipped with Wi-Fi </li></ul><ul><li>Attendees will be able to: </li></ul><ul><ul><li>Listen, </li></ul></ul><ul><ul><li>Publish web logs in real time to share their responses with the world; </li></ul></ul><ul><ul><li>send pictures, instant transcripts, </li></ul></ul><ul><ul><li>field questions from non-attendees </li></ul></ul><ul><ul><li>Research veracity of speakers’ statement </li></ul></ul><ul><ul><li>Make e-appointments for F2F meetings with fellow delegates </li></ul></ul><ul><li>Conference as community (an event pulsating in time and space) involving a web of relationships </li></ul>Leon Benjamin: – May 2002
  19. 19. Technology Landscape - Conclusions <ul><li>There is massive “liquidity” in the wireless space </li></ul><ul><ul><li>Users, devices, services, coverage </li></ul></ul><ul><li>Location and context is everything </li></ul><ul><li>Our entire surroundings are the interface to the network </li></ul><ul><ul><li>Where the TV turns itself down when our phone rings! </li></ul></ul><ul><li>The creation of a wireless “Digital Canopy” – Wi-Fi, GSM, Internet, Bluetooth </li></ul><ul><li>There is a steep learning curve for any tourism or travel provider – and it’s changing all the time </li></ul><ul><li>The emergence of standards and intermediaries (distribution brokers) will enable tourism providers to concentrate on their core competency and content </li></ul>Leon Benjamin: – May 2002
  20. 20. Current Business Activity <ul><li>Confusing, very dynamic and fluid! </li></ul><ul><li>Market activity comprises </li></ul><ul><ul><li>Mobile technology platform providers </li></ul></ul><ul><ul><li>Mobile portals – network operators </li></ul></ul><ul><ul><li>Point solutions deployed by large corporates and travel organisations </li></ul></ul><ul><ul><li>Payment/ billing solutions </li></ul></ul>Leon Benjamin: – May 2002
  21. 21. Technology Providers <ul><li>Infrastructure provided by the ‘usual suspects’ </li></ul><ul><ul><li>Nokia, Ericsson, Motorola </li></ul></ul><ul><li>Gateway products that deliver content, applications, provisioning </li></ul><ul><ul><li>OpenWave,, Aether Systems, Passcall, Airflash, Brience </li></ul></ul><ul><li>Air2Web platform used by Best Western </li></ul><ul><ul><li>Customer self-service solutions </li></ul></ul><ul><ul><li>eCRM </li></ul></ul><ul><li>Autodesk Location Services has announced a location-enabled Short Messaging Service and MMS (Multi Media Messaging) solution </li></ul><ul><ul><li>Short command for retrieving hotel options based on location. With a suitable PDA/phone, a traveler would be able to view photographs of the hotel's facilities. </li></ul></ul>Leon Benjamin: – May 2002
  22. 22. Mobile Portals <ul><li>Every operator has one! </li></ul><ul><ul><li>Vizzavi (Vodafone & Vivendi), O 2 (BT Genie), Telia, Sonera, MobilStar, T-Plus, DT </li></ul></ul><ul><li>Every major web portal has one! </li></ul><ul><ul><li>MSN, AOL, Yahoo, Tiscali </li></ul></ul><ul><li>Lots of ‘pure play’ portals and ASPs </li></ul><ul><ul><li>AvantGo, Breathe, Room33, Aspective </li></ul></ul><ul><li>The manufacturers are in on the act too </li></ul><ul><ul><li>Nokia Club – a community portal </li></ul></ul><ul><ul><li>Sony Ericsson </li></ul></ul>Leon Benjamin: – May 2002
  23. 23. Mobile Portals <ul><li>They have common features </li></ul><ul><ul><li>Content – news, stocks, weather, music, etc </li></ul></ul><ul><ul><li>Logos and ring tones </li></ul></ul><ul><li>These mobile portals are not really making money </li></ul><ul><ul><li>Content is largely free </li></ul></ul><ul><ul><li>SMS is mostly person-to-person </li></ul></ul><ul><ul><li>Cannot live by advertising, ring tones and logos alone </li></ul></ul><ul><ul><li>Vizzavi has now invested around £1 billion, revenues from services are in the low millions (£1-3m) </li></ul></ul><ul><li>The core revenue model is based around sharing traffic revenues generated by end user ‘pull’ of content </li></ul><ul><ul><li>Very successful for NTT DoCoMo (iMode) </li></ul></ul>Leon Benjamin: – May 2002
  24. 24. Point Solutions – Content providers <ul><li>Corporate Solutions </li></ul><ul><ul><li>United Airlines EasyUpdate feature offers Mileage Plus passengers latest travel information via the Web, a wireless device, or telephone, at any point on their journey </li></ul></ul><ul><ul><li>CabinLINK, an in-flight, e-mail and Internet browsing service for corporate and private airline passengers, Tenzing collaborating with Singapore Airlines and Air Canada </li></ul></ul><ul><ul><li>BA check in services (WAP) </li></ul></ul><ul><ul><li>Variety of wireless based eTicketing </li></ul></ul><ul><ul><ul><li>UK, Odeon WAP booking service </li></ul></ul></ul><ul><ul><ul><li>UK, Hull City Council collaborating with Ericsson to deploy first mobile car parking payment scheme </li></ul></ul></ul><ul><li>Smaller travel/tourism related service providers </li></ul><ul><ul><li>Kizoom – for UK rail timetable </li></ul></ul><ul><ul><li> – UK taxi cab firm database (WAP/SMS) </li></ul></ul>Leon Benjamin: – May 2002
  25. 25. Payment Models <ul><li>Frost & Sullivan prediction: Electronic commerce conducted via mobile devices such as phones and PDAs will take off over the next few years to become a US$25 billion market worldwide by 2006. M-commerce will account for 15 percent of the world's online commerce in sectors including; </li></ul><ul><ul><li>automated point-of-sale payments (vending machines, parking meters and ticket machines) </li></ul></ul><ul><ul><li>attended point-of-sale payments (shop counters, taxis) </li></ul></ul><ul><ul><li>mobile-assisted Internet payments (fixed Internet sites using phone instead of credit card) – Reverse Billing </li></ul></ul><ul><ul><li>peer-to-peer payments between individuals </li></ul></ul>Leon Benjamin: – May 2002
  26. 26. Payment Models <ul><li>Micropayment applications are key and there is huge activity in this area </li></ul><ul><ul><li>Reverse billing: Jupiter predicts that by 2006 consumers will spend 3.3bn Euros using mobiles as a content billing platform </li></ul></ul><ul><ul><li>Nochex & Payhound (email money) </li></ul></ul><ul><ul><li>Paypal, Compaq’s Millicent </li></ul></ul><ul><ul><li>BT Microbilling – services on your blue bill </li></ul></ul><ul><ul><li>Vodafone mobile wallet (macropayment solution) </li></ul></ul><ul><ul><li>Freedompay, Nokia & MacDonalds in the US – “burgers by cell phone” </li></ul></ul><ul><ul><li>, </li></ul></ul><ul><li>Pre-pay or post-pay? Subscription or pay-as-use? </li></ul><ul><ul><li>Business plan to provide offer both methods </li></ul></ul>Leon Benjamin: – May 2002
  27. 27. Wireless Distribution Strategy <ul><li>So how does a tourism provider exploit the wireless channel? </li></ul><ul><li>How do you enrich the customer experience? </li></ul><ul><li>What are the key steps to get there? </li></ul><ul><li>How do you reduce transaction costs? </li></ul><ul><li>How do you minimise the risk of failure? </li></ul>Leon Benjamin: – May 2002
  28. 28. Wireless Distribution Strategy <ul><li>Shift Your Thinking, Change Your Perspective from: </li></ul><ul><li>Enterprise to Business Web </li></ul><ul><li>Product to Customer </li></ul><ul><li>Competition to Collaboration </li></ul><ul><li>Push to Pull </li></ul><ul><li>Controlling to Enabling </li></ul>Leon Benjamin: – May 2002
  29. 29. Destination Web <ul><li>A Destination Web © is an electronically inter-connected community of autonomous but interdependent, travel-related enterprises that collaborate in order to provide value to visitors, profit for providers and partners and benefits to the host community. DestiCorp </li></ul>Leon Benjamin: – May 2002
  30. 30. Listening to the Customer (Cluetrain) <ul><li>Markets consist of conversations </li></ul><ul><li>“ A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies” </li></ul><ul><li>People in networked markets have figured out that they get far better information and support from one another than from vendors </li></ul><ul><li>Companies that don’t realise their markets are now networked person-to-person, getting smarter as a result and are deeply joined in conversation are missing an opportunity </li></ul>Leon Benjamin: – May 2002
  31. 31. Communities that Converse <ul><li>Why create these communities? They are being taken seriously outside travel </li></ul><ul><li>Hallmark cards created a ‘listening’ community to understand how its customers celebrate Valentine’s and discovered a chasm between the fantasy they sell in their cards and what people really do </li></ul><ul><ul><li>“ revolutionize our understanding of how people learn and how market research should be conducted” </li></ul></ul><ul><ul><li>Hallmark is reducing the risk of getting it wrong by asking its customers what they want – this is helping it triple sales over the next 5 years </li></ul></ul><ul><li>Proctor & Gamble with also created a listening platform that </li></ul><ul><ul><ul><li>captures better insights faster </li></ul></ul></ul><ul><ul><ul><li>builds advocates for our products </li></ul></ul></ul><ul><ul><ul><li>provides feedback that contains “disproportionately rich ideas” </li></ul></ul></ul><ul><li>There are many thousands of these communities with a vast array of interests and subject areas </li></ul><ul><ul><li>Travel with </li></ul></ul><ul><ul><li>Sift with & </li></ul></ul><ul><ul><li> </li></ul></ul>Leon Benjamin: – May 2002
  32. 32. Put the Customer at the centre Leon Benjamin: – May 2002 <ul><li>Pull Vs Push </li></ul><ul><li>Now your customer is able to pull an experience toward him/her </li></ul><ul><li>At the right time, location and context </li></ul><ul><li>Enabled by an interconnected Digital Canopy </li></ul><ul><li>We call it Winning by Sharing </li></ul>
  33. 33. The Destination as Community <ul><li>DestiCorp believes that Destinations are in the best position to create these communities </li></ul><ul><ul><li>Closest to the providers and the guests </li></ul></ul><ul><ul><li>Local knowledge & Relationship Capital </li></ul></ul><ul><li>But they lack the skills and knowledge to implement them </li></ul><ul><li>A Destination based community should be a place where a guest can interact, before, during and after their trip </li></ul><ul><ul><li>What’s happening here? Cool events? Good deals? </li></ul></ul><ul><ul><li>What have people said about this location and its services? </li></ul></ul><ul><ul><li>Who’s coming? Do they share my interests? What’s their IM address? </li></ul></ul><ul><ul><li>Can I share my experiences (blog)? </li></ul></ul><ul><li>Create the conditions for emergent behaviour </li></ul><ul><ul><li>“ You want us to pay? We want you to pay attention” </li></ul></ul>Leon Benjamin: – May 2002
  34. 34. Five Essential Ingredients <ul><li>Customers </li></ul><ul><ul><ul><li>Who are they; what task are they trying to complete? </li></ul></ul></ul><ul><li>Content </li></ul><ul><ul><ul><li>How can we deliver the content they need, when, where and how that’s relevant and convenient? </li></ul></ul></ul><ul><li>Community </li></ul><ul><ul><ul><li>What other providers and providers do I need to work with to satisfy my guests’ needs? </li></ul></ul></ul><ul><li>Commerce </li></ul><ul><ul><ul><li>How do I make the transaction profitable for all parties? </li></ul></ul></ul><ul><li>Connectivity </li></ul><ul><ul><ul><li>How do I make it possible to “converse” via multiple channels, touch points and provide seamless service? </li></ul></ul></ul>Leon Benjamin: – May 2002
  35. 35. Concluding Observations <ul><li>This is a big, complex, very fast moving space! </li></ul><ul><li>It will be impossible to absorb and understand all of it – and you don’t need to! </li></ul><ul><li>Far more important will be your ability to collaborate </li></ul><ul><ul><li>Internally in order to innovate </li></ul></ul><ul><ul><li>Externally in order to get the most from partners </li></ul></ul><ul><li>Your focus on the customer </li></ul><ul><li>This will be about ‘plug-and-play’ business </li></ul><ul><li>Wireless is an important channel – but not the only channel </li></ul>Leon Benjamin: – May 2002
  36. 36. Final Thoughts <ul><li>How do you compete in a world of perfect information? </li></ul><ul><ul><li>Not by price but by perceived value </li></ul></ul><ul><ul><li>Through an obsession with the customer </li></ul></ul><ul><ul><li>By focusing on core competencies </li></ul></ul><ul><ul><li>Through collaboration </li></ul></ul><ul><ul><li>By building trust & reputation </li></ul></ul><ul><li>Today’s wireless investment, tomorrow’s bookings? </li></ul><ul><ul><li>Yes, but it’s a journey not an event </li></ul></ul><ul><li>Successful internet businesses will be those that hunt in packs </li></ul>Leon Benjamin: – May 2002
  37. 37. <ul><li>Global electronic community of industry leaders and thinking professionals </li></ul><ul><li>A gateway to further knowledge providing members with easy access to articles, books, reviews, discussion, experts </li></ul><ul><li>Engaged in all facets of the tourism industry willing to question, to learn, to share knowledge </li></ul>Leon Benjamin: – May 2002
  38. 38. Thank You Leon Benjamin: – May 2002 Leon Benjamin, Co-founder, DestiCorp Ltd