Creativity Software - TravelWise Case Study: Samsung partners with Creativity to deliver mobile travel application

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TravelWise Case Study

Mobile phone maker delivers mobile travel application through its Web & WAP portal to its consumers

Challenge:

A leading mobile phone maker faces the constantly intense challenge of growing its market share. Whilst phone design, ease of use and functionality are still the most important elements in the purchase decision for million of consumers worldwide, content, applications and services are an increasingly competitive differentiator.

Demand for games, ringtones, music and productivity tools has been demonstrated across both Web and WAP portals. Travel is a universal need – almost by definition - of all mobile consumers. This recognition is what triggered Samsung to look for a mobile travel application that they can deliver to their consumers – and through this achieve a degree of market differentiation and a healthy new source of revenues.

Samsung has a mobile content portal, both Web and WAP - the Funclub - which is promoted heavily to consumers to entice them to download games and a variety of applications.

There are various challenges that need to be addressed if the travel application is going to be a success story. Not only does the application need to have an attractive and intuitive user interface that works across a broad set of Samsung devices (and a broad set of operating environments and screen resolutions), but also it needs to provide content and controls in all the key European languages. Overcoming these challenges will enable Samsung to deliver the application to millions of consumers across Europe.

Solution:

Because of its leading position in the global travel market, with over 25 years of delivering branded, trusted, rated content, Rough Guides is chosen as the brand of the travel application to be offered to consumers.

Creativity Software, a company that has a strong partnership with Rough Guides since 2002, is chosen to deliver a Java (J2ME) based application that delivers Rough Guides travel POI (points of interest) content and maps.

The result of this - Rough Guides Mobile - delivers 15K POI’s across over 200 cities in 31 European countries – all in the 5 main European languages (English, Spanish, French, Italian and German).

Rough Guides Mobile requires a GPRS connection on the phone to download over the air the POI content and the maps to show their location.