Feature Article

May 29, 2009

SynXis Intros Mobile Website Platform

SynXis has introduced the ‘SynXis Mobile Website Platform,’ which allows hospitality industry Websites to be easily accessed on most of the popular smart phones and cell phones.

The solution will help the hospitality industry take advantage of consumers’ increasing tendency to carry out transactions on their mobile devices.

As MobilityTechzone reported earlier, in 2008, approximately $72 billion mobile initiated business accrued via an estimated 25 billion transactions made by nearly 40 million consumers, which included roughly $24 billion for purchasing games, music and ringtones.

However, by 2013, the figures could well shoot up exponentially to $860 billion generated via 300 billion transactions made by close to 450 million consumers with 285 billion transactions dedicated towards the purchase of physical goods and services other than mobile content on-demand, continued the report.

Officials at the company said that the solution developed together with its Internet marketing wing, E-site Marketing, which like SynXis is also a Sabre Holdings company and a part of the Sabre Travel Network business unit. The parent company, Sabre Holdings, claims that its non-negotiable mission and commitment is to connect people with the world’s greatest travel possibilities.

The SynXis Mobile Website Platform intelligently senses that a hotel’s Internet space is being accessed by a mobile hand held device and then automatically reroutes the original query to the hotelier’s customized mobile Website, claim official sources. A hotel has been used as a convenient example, it may represent a spa, resort, or even a residential health clinic.

An illustration could be that a mobile user finds and enters http://www.rosewoodsandhill.com/index.cfm and the software automatically redirects to http://mobile.rosewoodsandhill.com/.

The solution is proprietary and in one way is different from other similar freely available applications – that is, it works together with the hospitality industrialist’s Uniform Resource Locator and thereby leverages existing search engine rankings and linkage partnerships from the mobile device, claim company officials.

The solution’s Content Management Tool, which is also proprietary, permits the hospitality industrialist’s IT staff to directly access and easily upgrade media content on the host mobile Website in the same way one would update a conventional Website.

Officials claim that a recent PhocusWright study titled, “PhocusWright’s 2009 Mobile the Next Platform for Travel,” unearthed that when frequent business travelers mobile surf the Web, 77 percent use it to find local attractions and services and 69 percent use it for maps and navigation services.

“Our customers have been asking us what direction they should take when it comes to a mobile solution for their property,” said Robert Dawson, Chief Technology Officer for E-site Marketing.  “With the vast majority of mobile users still just interacting with maps and phone numbers that functionality seemed like the most logical place to start.  Our turnkey solution features one-click on address and phone number that invokes directions map and automatic dialing.  We will soon be rolling out our mobile booking engine to help properties take their mobile solutions to the transactional level.”

SynXis staff say that it is poised to release a mobile phone activated booking engine that helps prospective customers to surf availability and reserve accommodation of their choice, claims the company.

The solution can be customized to provide services that generate revenue through pay per click advertising, local search and opt-in SMS marketing.

“We recognized that our target audience is the exact demographic that is using smart phones to do everything from ‘Facebooking’ to researching travel, both business and leisure,” said Christine Jackson, Corporate Director of Marketing, Rosewood Hotels & Resorts.  “The new mobile Website solution ensures we don’t miss out on these very valuable travelers and provides us an invaluable guest services contact point for guests en-route to our properties." 

Most of the Rosewood chain of hospitality properties use the SynXis Mobile Website Platform and successfully leverage the growing consumer trend, MobilityTechzone reported, which indicates that a high percentage of people turn to social networks to communicate, recommend and seek advice for all sorts of stuff.

Vivek Naik is a contributing editor for MobilityTechzone. To read more of Vivek's articles, please visit his columnist page.

Edited by Patrick Barnard

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