ElTenedor.es: de la web al móvil

ElTenedor_es logoSi hemos comentado ampliamente cómo las aplicaciones móviles son el eje fundamental sobre el que debe pivotar la estrategia de los departamentos TI de las grandes empresas, vamos a dedicar esta entrada a ver cómo una PYME ha conseguido un notable éxito expandiendo sus posibilidades de negocio a los smartphones


ElTenedor.es, una PYME aplicando I+D+i

ElTenedor nació hace 4 años fruto del emprendimiento de 4 jóvenes hosteleros franceses que decidieron llevar los libros de reservas de los restaurantes a Internet.

ElTenedor_es seleccion

En un par de años alcanzaron una notable relevancia, con miles de restaurantes inscritos que les obligó a remodelar su web para convertirla también en un lugar donde los comensales se recomendasen restaurantes y platos. En 2009 alcanzó los 5.000 afiliados, entró en su capital Smart&Co Venture y se expandió a España.

En 2011 deciden pasar su servicio a los dispositivos móviles de modo que el restaurador pueda, por ejemplo, controlar la disponibilidad de sus mesas a través del móvil y el usuario, recibir ofertas online de locales cerca de su ubicación. En mayo de 2011 sacaron la primera versión de su app para iPhone y Android.

Echando un vistazo a la app, sorprende lo bien que está implementada su finalidad: hacer una reserva en sólo 3 clics.  Sin distracciones, la primera pantalla ya nos muestra una selección de criterios para localizar restaurantes: por ofertas, cercanía, favoritos o alfabético.

La segunda pantalla ya muestra una lista bastante clara de los locales, los platos y el menú de cada uno, el horario de reserva y si existe alguna oferta. En la tercera pantalla sólo tiened que pulsar el botón Reservar de la ficha del restaurante elegido.


ElTenedor.es, análisis de la estrategia de movilidad

Esta aplicación es un ejemplo claro de estrategia móvil B2C (Business to Costumers) aplicada con acierto y que entiende a la perfección la tesitura en la que se utilizan estos dispositivos: en movimiento, con poca atención y dedicándole pocos segundos.

ElTenedor_es reservar

Por el momento, sólo está utilizando la geolocalización como ventaja para ofrecer el servicio. Aunque es de difícil aplicación por el tipo de negocio al que va dirigido, incluir una forma de pago móvil o por NFC ya en el local, sobre todo para restaurantes que ofrecen menús a precio cerrado, será posiblemente una evolución que no tarde en llegar.

La parte más débil está en el valor añadido. Ante la competencia de otras apps similares será necesario la incorporación de nuevos servicios y utilidades que les permita desmarcarse. Un sistema de invitacioneso regalos a terceros para comer o una buena interacción con las redes sociales pueden lograr milagros de cara a distinguirse de la competencia.

Aún así, el éxito de ElTenedor.es en los móviles es ya un hecho. Si en 2010 cerraron con 3,5 millones de facturación, para este año está previsto que alcancen los 10 millones.

ElTenedor.es para iPhone | ElTenedor.es para Android

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