Mobile Experience

1) What is ASAT?

ASAT means "Any Screen Any Time": all at one. Thanks to various mobile devices (tablet, Ebook, mobile Apps on smartphones...), you can get the information you were looking for whenever you want, in any place. You have the opportunity to use a mobile device at any time of the day for several reasons/uses (book a trip, buy something on Ebay...).

2) What is meant by mobile enhanced experience?

Today you can use your mobile for several reasons. The mobile experience has been enhanced because of the multiple uses related to it. 
Indeed, you can use your mobile in so many places (in a queue, while waiting, at work, while travelling, in a public transportation etc...).
It has become more than a source of information: you can buy or book online, check a definition, compare prices, share comments with other users...).
Using different mobile devices is like a journey; you can change platforms, spend lots of time comparing destinations... It adds up value to your research.

3) How could a hotel provide a mobile enhanced experience?

A hotel can create an Application for smartphone so that the user is able to check availability, book online after checking events, weather, comments and seeing nice pictures of the hotel and the surroundings. 
Then the customer can buy online with his or her credit card, check-in online when he or she arrives.
Finally he or she can check the number of loyalty points when he or she comes back home.

The hotel could use Vine on Twitter as well in order to show samples of hotel services and offers/landscapes of the destination to the potential customer. It could use it as a video demonstration that shows how to use internet in the hotel.

4) List the customer decision journey digital touchpoints shown in one of the scenerios.

Let's analyse Scenario #2 named "Travel and serendipity go hand in hand".
Two tourists are on a city bus tour. They catch sight of a lovely pub.
They look it up on Facebook, being still in the bus (first digital touchpoint: Social Media using with a mobile phone).
Thus they can check comments of the customers, ratings, prices, menus, interior design with pictures and finally address in order to come back there later.
Finally they decide to go there later the same day.