Rand McNally is teaming up with the Recreation Vehicle Dealers Association of North America for a mobile app that will provide motor home owners easy access to RV dealers and service providers.

The dealer-locator app for iOS and Android devices will enable RVers to quickly access a listing of nearby RVDA member dealers across the United States and Canada. Each listing in the app will include important information such as hours of operation, contact information, and services provided, as well as up-to-the-minute deals and specials available.

?RVers use mobile devices to communicate while on the road,? said Amy Krouse, director of public relations at Rand McNally, Skokie, IL. ?When emergencies occur, and service is needed, or just when regular maintenance or parts are required, a mobile application will make it very easy for an RVer to access a licensed dealer close by ? when stopped, of course.

?We are continually investigating ways to effectively provide location information where and when consumers need it,? she said.

?Mobile is one part of the range of platforms that people use for location information.?

The perfect demographic
The information will also be provided in Rand McNally?s TripMaker RVND line of GPS devices for RVers.

The RVND product provides RV-specific navigation, as well as services that RVers need while on the road such as campgrounds, pet-friendly locations, rest stops and service centers.

In addition, RVDA dealer information will be integrated into Rand McNally's Best of the Road Web site, "Best of RVing" microsite, and into maps and directions on randmcnally.com.

RVDA member dealers will be able to easily update their entries via an online portal specifically designed for the program. Updates will be regularly provided to all products and applications.

?RVers are a perfect demographic for all aspects of mobile,? said Marci Troutman, CEO of SiteMinis, Atlanta.

?Take a family setting off on a road trip, I?m sure a high percent are equipped with a mobile phone, and access to the APPs/mobile Web ? there are so many avenues that could be useful and quite a few of the roadside vendors would be able to promote on Rand?s McNally?s APP/Mobile Web for reviews, maps, promotions, things to do, etc," she said.

Competing with Google Maps
The biggest challenge the Rand McNally faces with its mobile apps is competing with Google Maps and MapQuest, which have a bit of a head start when it comes to digital map experiences in mobile.

The company is also ramping up it mobile activity, having launched the Best of the Road app earlier this year. It is also incorporating QR codes into it print map book (see story).

?This particular audience really hits the hardcore traveler, the RV crowd,? said Brennan Hayden, vice president of WDA, East Lansing, MI. ?People that are traveling around in RVs tend not to have anything other than a mobile internet connection

?They are hitting a probably smaller niche but a group that has a more intense need for this type of app.?

?The challenge is that people don?t think of Rand McNally for digital map apps. They need to build their branding in that area.

However, Rand McNally has an opportunity to compete here because it is already well known.

The company?s annual Road Atlas is widely available and is used by many consumers during road trips.

?The biggest opportunity is the trust factor that Rand McNally has instilled in the public, and the amount of users that still want to utilize the physical map (surprisingly there is a large number of mobile users that still like the physical maps) ? with this loyalty in their consumers, their ability to ramp up an APP/mobile site presence that has extensive use for the travelers is a very large, very real opportunity,? SiteMinis' Ms. Troutman said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York