Web Must Keep Up With The On-The-Go Pro

<B>Web Must Keep Up With The On-The-Go Pro</B>

There is intense pressure on businesses in all industries to pursue a Web strategy, however, all too often the whole reason for being on the Net is overlooked. Many sites appear to have been created simply to be found. But what purpose does a Web presence serve if it doesn't make customers' lives easier?

Our tendency is to move forward with rapidly evolving technology, trying not to fall behind. But far too often we do this without a clear road map for what we are trying to achieve. Travel suppliers need to offer Internet solutions that enhance the overall customer experience.

Success on the Internet lies in understanding the needs of customers and interacting with them in a way that serves them better. Customers' needs are changing fast, and many are migrating in big numbers to having electronic relationships with preferred suppliers. Technology enters the equation when consumers find value through time savings, lower cost, expanded choices and ease of use.

Customers want access to information at anytime, anyplace. A major factor in facilitating this is the convergence of the Internet as we know it, with wireless devices such as cell phones and Personal Digital Assistants. By combining the most powerful information tool with the most powerful communication vehicle, we have the birth of a brand new medium: The Wireless Internet.

Picture this:

Joe, a typical mobile professional, has been on the road all day; weather delays caused him to miss his connecting flight. No fear--Joe flips open his Internet-ready cell phone and accesses his travel supplier's Web site. He views the next flights out of Chicago to Boston and presses the keypad to book the flight of his choice.

Unfortunately, Joe's connecting flight is canceled as well, and it's the last flight of the day. Joe knows what to do next. He flips open his phone once more and views a list of available hotels in the Chicago area. Joe selects a hotel and presses the keypad to reserve a room. While accessing the hotel information, he presses another key, which places a call directly to the hotel to check if it has a shuttle bus.

With his hotel arrangements made, Joe now needs to modify his travel plans. He uses his phone to view his travel itinerary. He selects his car rental line item and changes the reservation to the following day. Joe also checks his e-mail for urgent messages and, when at the hotel, logs onto the Internet via a desktop browser to read his attachments.

The mobile professional is leading the way for utilizing the wireless Internet. But don't get caught with blinders; teenagers are pioneers in using new technology. And these teenagers are the business professionals of tomorrow, with even higher expectations of an electronic relationship. Travel suppliers need to think about the types of relationships they will have with their customers in the future, and put the infrastructure in place to support the always-connected individual.

<I>Scott Heidegger is vice president of marketing at OpenGrid, a wireless Internet company.