Few would disagree that mobile holds the future of online travel segment. With the ever-increasing mobile stickiness, mobile will certainly become an increasingly important channel for OTAs to provide differentiated service to their customers. In India, for example, 92.7 million of the 108.85 million broadband subscribers access the internet via mobile devices. In view of this trend, many online players in the market are placing much of their focus in enhancing their mobile experiences and offerings, and would even consider shifting out of the PC/desktop space permanently. As OTAs continue to redefine their mobile strategies, only those that can effectively leverage mobile opportunities to provide value added services and stay engaged with customers will be able to stay competitive amidst fierce competition in the industry.