Case study: iPhone Web Application

Payless Car iPhone appClient

An International Car Rental Agency


Design and Build a Mobile Application Facilitating Online Car Reservations

Executive Summary

A growing discount car rental company was looking for new ways to market their service. Since no car rental company had an iPhone application at the time, the client stood to take a good share of the young adult travel community by being first on the market with theirs. They decided on an iPhone-optimized mobile website. The ARISING Group quickly designed and built the application which won an award from Apple.

Business Challenge

A growing car rental company surrounded by larger, aggressive competitors needed an edge. Noticing the trend of internet users shifting to mobile devices, the client saw an opportunity to beat the big boys to the punch by being the first car rental company to launch a smartphone application. The marketing team discovered that one-third of smartphone users had the new iPhones and predicted this number would grow. A decision was made to develop a user-friendly iPhone application that would facilitate the booking of online car reservations. Convenience and speed of the booking process were the main drivers for developing an iPhone and iPod Touch version of the website. It needed to be attractive and easy-to-use, and needed to be launched ASAP.

How ARISING Helped

Using the iPhone Software Development Kit, the ARISING Group software developers and creative team worked in tandem to create a new application that allows users to reserve a car in three easy steps. A user interface was created that harmonized with the client’s main website theme for brand consistency. A powerful back end was built to communicate seamlessly between the iPhone and the client’s reservation booking engine. Also for more personal service a “Call to Book” button was added to the home page to give users the option to automatically connect to the client’s call center, and book a reservation over the phone, instead of through the iPhone’s Safari browser. This entire application was built in a few short weeks and was well-received by the iPhone community. In fact the Apple Apps website team reviewed the application and gave it their “Staff Pick” award. Numerous tech websites also reviewed the application resulting in much free publicity for the client.

ARISING provided

  • The first iPhone app for car rental reservation
  • A robust and user-friendly application
  • Seamless integration with client’s reservation booking engine
  • Rapid turn-around from project assignment to delivery

Value Delivered

Our client realized their vision of being the first car rental company with an iPhone app. The application drew much attention from the loyal iPhone community and generated valuable free publicity for the client. The client’s smart phone bookings increased by 40 percent in the first week after the launch and maintained steady growth thereafter.


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