ITM 350 Lecture Notes - Lecture 4: Disruptive Innovation, Kindle Fire, Apple Watch
28 May 2018
School
Department
Course
Professor
ITM 350 – Concepts of e-business
Case 3 Analysis
Orbitz Charts its Mobile Trajectory (pages 242-245 of the text book)
Key issues & Assumptions
Orbitz is a travel fare website where you can book your flights, hotels, car rentals, etc in
just a few steps on any device such as a laptop, smartphone, Ipad, etc. Orbitz gives you
the best package deals and has great customer support. Orbitz is the best online travel
industry and has the best airline/hotel reservation systems. “There’s no better company
in this industry in developing mobile apps than Orbitz Worldwide Inc., the leading online
travel site. Orbitz connects consumers to hundreds of airlines, over 80,000 hotels, 15
rental car agencies, as well as cruises and vacation packages” (Laudon, C., & Traver
2017). Orbitz gives the consumers many options with the best prices, that is why they
have approximately 9 million unique visitors to its website each month. People really like
using Orbitz’s online system because its easier and more convenient to use.
One of the key issues in this case was business logic. Business logic is the
communication being transferred between Orbitz and the users (end user interface and
a database). It is Orbitz’s preference in vendors, cost, services, and documentation. For
example, someone who needs to book a hotel room can make a quick reservation from
the app, this is why it is important to have an online reservation system for customers.
Orbitz introduced a system where rules on reservations were mandatory to be followed
by the customers. The storage and processing capability of the business logic allows
encoding business rules and applying them to the real world. By this they gained a lot of
users because it made Orbitz’s business logic easier than before. Key issues related to
this was the importance of business logic for online reservation system to cooperate
travelers and mobile website vs native apps
Another key issue in this case was mobile phone vs traditional desktop customers.
Users who had a mobile phone were able to use an application called ‘interactive
application’ that allowed them to search up specific items where the desktop users did
not have this option. Mobile users were most likely to book a hotel room for the same
day where web users booked very few. Mobile phones and much more convenient
mostly smartphones because they are more accessible, portable, and dynamic than a
web site. Also people search on google by a mobile phone way more than on a desktop
user does. Mobile phones also have an inbuilt gps and now days most business clients
carry a web enabled mobile device, and having mobile internet access surpassing
desktop access.
Relevance to course concepts
In this case, the five major airlines, United, Delta, Continental, Northwest, and American
banded together to form a new venture that would become Orbitz. Venture capitalist are
investors who invest in other people’s money, who provides capital to Startup ventures
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Orbitz charts its mobile trajectory (pages 242-245 of the text book) Orbitz is a travel fare website where you can book your flights, hotels, car rentals, etc in just a few steps on any device such as a laptop, smartphone, ipad, etc. Orbitz gives you the best package deals and has great customer support. Orbitz is the best online travel industry and has the best airline/hotel reservation systems. There"s no better company in this industry in developing mobile apps than orbitz worldwide inc. , the leading online travel site. Orbitz connects consumers to hundreds of airlines, over 80,000 hotels, 15 rental car agencies, as well as cruises and vacation packages (laudon, c. , & traver. Orbitz gives the consumers many options with the best prices, that is why they have approximately 9 million unique visitors to its website each month. People really like using orbitz"s online system because its easier and more convenient to use.
