Read The Orbitz Case Study 46 In Chapter 4 And Answer The Fo

Readthe Orbitz Case Study 46 In Chapter 4 And Answer The Following

Read the Orbitz Case Study (4.6 in Chapter 4) and answer the following questions with a minimum total of 750 words. Case Study Questions: In the mobile design project of 2011, why did Orbitz management decide to construct a mobile website for corporate users rather than a native app? What is “business logic” and why was it important for corporate travelers to have online reservation systems that included business logic? Why did Orbitz reverse policy in 2012 and build native apps for each mobile platform (iOS and Android) instead of a single mobile website? Identify one other travel intermediary site. Compare the features of the selected travel site to Orbitz travel site.

Paper For Above instruction

The Orbitz case study provides insight into the evolution of mobile strategy within the travel industry, highlighting how technological and user behavior shifts influence strategic decisions. Initially, in 2011, Orbitz management decided to develop a mobile-optimized website rather than native applications for their corporate users. This decision was driven by various factors, including the desire for broad accessibility, developmental considerations, and user convenience. Building a mobile website allowed Orbitz to target a wide range of devices without the need to develop multiple native apps, which was cost-effective and faster to implement. Moreover, at that time, native apps had not yet become the standard, and a mobile website provided sufficient functionality for corporate travelers who mainly required quick access, information retrieval, and reservation capabilities. The mobile web approach also meant that the company could update content instantaneously without waiting for an app store approval cycle, which was particularly advantageous for a rapidly changing industry like travel logistics and pricing.

Central to the functionality of online reservation systems is the concept of “business logic,” which refers to the rules, procedures, and algorithms that process data and execute business policies within a system. Business logic ensures that reservations adhere to airline policies, fare rules, availability constraints, and corporate travel policies. For corporate travelers, having reservation systems that include comprehensive business logic is crucial because it guarantees compliance with negotiated rates, travel policies, and expense management protocols. Accurate business logic ensures that corporate users are presented with valid options, prevents booking violations, and maintains contractual agreements with airlines and hotels. Essentially, it automates complex decision-making processes that previously required manual intervention, reducing errors and increasing efficiency, which is vital in corporate travel where accountability and policy adherence significantly impact budgets and compliance.

However, by 2012, Orbitz recognized the limitations of a single mobile website and shifted its strategy towards developing native applications for iOS and Android platforms. This reversal was primarily driven by the increasing adoption of smartphones and the demand for enhanced user experience. Native apps offered numerous advantages over mobile websites, including faster performance, better integration with device hardware (such as GPS, cameras, and notifications), and the ability to provide a more personalized and seamless interface. Furthermore, native apps could store data locally, enabling offline access to certain features, which was beneficial for travelers in areas with unreliable internet connectivity. The decision also reflected the need to align with consumer preferences, as users increasingly favored dedicated apps over web-based solutions for mobile transactions.

Comparing Orbitz with another travel intermediary, such as Expedia, reveals both similarities and distinctions. Expedia, like Orbitz, offers comprehensive booking services for flights, hotels, car rentals, and activities, leveraging advanced search algorithms, user reviews, and mobile apps. However, Expedia puts a stronger emphasis on loyalty programs and personalized travel recommendations driven by sophisticated data analytics. Its website and app interfaces are highly user-friendly, with curated suggestions based on previous searches and preferences. While Orbitz initially focused on broad accessibility through a mobile website, Expedia capitalized on native app development earlier, providing a more integrated and responsive experience for its users. Additionally, Expedia’s partnership models and promotional strategies often lead to broader package deals and discounts, positioning itself as a more competitive player in cost-conscious markets.

Overall, the transition in Orbitz’s mobile development approach underscores the importance of aligning technological choices with user needs and industry trends. The initial mobile website strategy allowed for rapid deployment and broad reach, but the subsequent shift to native apps addressed the growing demand for speed, device integration, and enhanced user experience. As the travel industry continues to evolve amid technological innovations, companies like Orbitz and Expedia demonstrate that agility and responsiveness are key to maintaining relevance and competitiveness in digital travel services.

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