That is, the gestation period of any travel guides including Lonely Planet is an extended one due the need for extensive homework. Because of which, a somewhat, same kind of information or even a better current version is provided by the website. So, this out-datedness in the travel guide will be the issue for a number of customers who use both Internet and the books.

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So, the solution to reduce revenue losses or operational frictions is to promote each vehicle as different entities, according to the market’s needs. That is, there are still markets where Internet technology have not improved much, in those places travel guides should be promoted. Then, people while traveling will not be able to access Internet any time, for them the travel guides of Lonely Planet will be feasible and so this segment of markets can be targeted

With the advent of Internet and wireless technologies, the scope for Lonely Planet to develop has increased, a lot further. That is, like its joint venture with Nokia, in which Lonely Planet provides city guides on mobile phones, it could provide the city guides along with digitized maps to all telecom providers. That is, if it has a joint venture with telecom companies, it can reach more mobiles. As mobiles have become a lifeless extension of hand, which can be carried anywhere including during travel, Lonely Planet could expand its base. Then for the users of Internet, it can introduce features or products like seeing a virtual image of tourist spots like what Google earth is doing. Also, all the previous issues of Lonely Planet’s Travel guide that were published from 1970’s can be digitized and made available as download able files for a fee, because all the new and young readers cannot access the previous issues in book form. So, with this launch of new products the customer’s concerns about timeliness and currency of information can be looked after.

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