a day in the life of the mobile traveler - phocus wright presentation 11-16

A Day in the Life of the Mobile Traveler

Insight and best practices focused on making the most of the mobile opportunity

Netbiscuits by the Numbers

How are Travelers Using Mobile?

Mobile is incremental to online…not substitutional

39% of Leisure travelers and 53% of Business travelers are accessing the mobile Web multiple times a week.

42% of this activity by Leisure and Business travelers is incremental to online activity.

That means if you’re only relying on the traditional web to communicate with consumers, you are missing out on nearly half of the potential travel market.

Mobile Hits The Mainstream, PhocusWright, 11/1/11

What is a Mobile Traveler?

Mobile Planners and Bookers

A mobile traveler is someone who has researched, reserved, purchased or modified a travel related activity.

71% of all Business Travelers are Mobile Planners/Bookers

68% of all Leisure Travelers are Mobile Planners/Bookers

These travelers are:

researching options

making new reservations

modifying existing reservations

Air, Hotel, Car and Local Activities Mobile Hits The Mainstream, PhocusWright, 11/1/11

How do mobile Business & Leisure travelers use their mobile devices?

Meet Sheila Execusmith – The Business Traveler

45-55 years old

Executive VP of a software company

Traveling 3 out of 4 weeks a month

Business class

Rents midsize or above

3-4 star hotels

3-4 star dining

Laptop, Android, iPad

71% of all Business Travelers are mobile like Sheila

How mobile is Sheila?

Sheila turns to her device to do what her assistant can’t

Last minute reservations

Directions

Travel upgrades

Loyalty Programs

Shopping

Entertainment

Research Options

0% 10% 20% 30% 40% 50% 60%

Air-Related

Hotel-related

Car Rental related

Local-related

Percentage of Mobile Business Travel Planners

Make New Reservations

0% 5% 10% 15% 20% 25% 30% 35%

Air-related

Hotel-related

Car Rental-related

Local-related

Modify Existing Reservations

0% 5% 10% 15% 20%

Air-related

Hotel-related

Car Rental-related

Local-related

Meet The Travelton Family -- Leisure Travelers

Neil, Rita, Andrew and Megan Travelton Live in Charlotte, NC 2 family vacations a year They either fly or drive Book months in advance 2-3 star hotels Affordable family dining options Rent economy car when they fly iPhone & Android

68% of all Leisure travelers are mobile like the Traveltons

How do the Travelton’s use their mobile devices?

Directions/mapping Dining/activity recommendations Coupons/deals Social Media Media/Entertainment for kids iPhone and Android

Research Options

0% 10% 20% 30% 40% 50% 60%

Air-related

Hotel-related

Car Rental-related

Local-related

Percentage of Mobile Travel Planners

Make New Reservations

0% 5% 10% 15% 20% 25%

Air-related

Hotel-related

Car Rental-related

Local-related

Modify Existing Reservations

0% 5% 10% 15% 20%

Air-related

Hotel-related

Car Rental-related

Local-related

What Now?

Are you Mobilized?

The data, along with our own experiences, show us that travelers of all types and income levels are actively using mobile web sites to research, purchase and recommend travel products, services and destinations. So now the question becomes, is your brand ready to engage consumers on the mobile web, no matter the device they are using?

Mobile Web vs. Mobile App

Follow the mobile consumer….

Are you Ready?

What is your Mobile Strategy…

“Increasingly, brands need to be investing in mobile as

a platform for servicing the traveler, providing a

convenient way for brands to curate the customer

experience and deliver exactly what the traveler

needs, at exactly the moment they need it.” Gary Leopold, President and CEO of ISM MediaPost 6/6/11

Definitions

Mobile Website: Information created specifically for mobile devices is accessed by the user via a browser in an optimized experience.

Mobile App: Specialized piece of software that is downloaded to a mobile device where most of the information then resides on the phone. A mobile app gets limited updates from a server or to conduct transactions.

Mobile Device Ownership

Fragmentation By Operating System

Current Ownership – Leisure Travelers

Apple iOS

Google Android

Blackberry OS

Windows 7

Feature phone

Current Ownership – Business Travelers

Apple iOS

Google Android

Blackberry OS

Windows 7

Feature phone

The Web is King Among Mobile Travelers…

21% 34%

Leisure Travelers That Only Use Mobile Websites

Business Travelers that

Only Use Mobile

Websites

Leisure Travelers that usually use Websites but

occasionally use apps

Business Travelers that usually use

Websites but Occasionally use

Leisure Travelers that Only Use Apps

Business Travelers that Only Use Apps

Research Options – Mobile Website vs. Mobile App

0% 10% 20% 30% 40%

Travel Destinations

Travel Products(Hotel/Flights)

0% 10% 20% 30% 40%

Travel Destinations

Travel Products(Hotel/Flights)

Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers

Business Mobile Travelers Leisure Mobile Travelers

Purchasing/Booking– Mobile Website vs. Mobile App

0% 10% 20% 30%

Travel Products(Hotel/Flight)

Extra Services

0% 10% 20%

Travel Products(Hotel/Flight)

Extra Services

Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers

Post Purchase Activities – Mobile Website vs. Mobile App

0% 10% 20% 30% 40%

Make Changes toReservation

Reference Travel Info

Check-in for Flight

Use a Boarding Pass

Update Social Networks

0% 10% 20% 30%

Make Changes toReservation

Reference Travel Info

Check-in for Flight

Use a Boarding Pass

Update Social Networks

Apps – Costly & Niche Audience

26% of all apps are never used again after the first day

- Pinch Media, January 2011

An App-only strategy is flawed…

95% of apps are never used again after the first month

- Pinch Media, February 2010

Apps: An ongoing commitment to high overhead

“When discussing traffic numbers on a device basis, I think it’s important to note that we’ve actively diverted millions of users from our mobile website m.ebay.com to our iPhone, Android and BlackBerry apps. However, despite us proactively diverting traffic, mobile web revenue growth is increasing at the same pace as our mobile app business. Therefore, it is important to have a mobile strategy that includes both mobile sites and apps.”

Han-Shen Yuan Director Platform Business Solutions and Mobile Engineering for eBay Inc October 2010.

Why the Mobile Web?

Apps are great if you have an investment & execution strategy in place, but...

Bringing an app to market takes time and $

Extra costs for every update

Lengthy and sometimes painful App Store approval process

The mobile web is the best first step to determine if you need, can or should create an app

Shorter development & execution times

Test, refine, test

Get to know your audience by device, usage, iOS, etc.

Lower development & management costs

Use the mobile web to then bolster app distribution

You’ve captured and tested your audience

The stepping stone to apps

Options for Mobile Web Development

There are 3 ways to get there

11/17/2011 Slide 27

1. Let your web developers build it in-house because “it’s easy”

2. Outsource it to a screen scraping mobile development vendor because “they won’t bother your IT team”

3. Use a mobile platform that leverages your existing web infrastructure “because it’s future-proof and scalable ”

What are the first steps?

Mobile Web Strategies

What Fits Mobile and What Doesn’t?

Understand your customers’ wants, needs and usage

What users do most? • Search/Find/Compare • Communicate/Socialize • Transact/Interact

What users can do in a few clicks? • Read: News, Sports, Weather • Buy/reserve/contribute • Listen, watch, talk, learn • Check accounts, prices • Vote, text, email

Don’t prioritize complex tasks like account set up

Mobile is an Integrated Solution

Mobile CMS, CRM and Commerce updates should occur in same systems as updates for traditional web.

In essence there is no Mobile…there is only web. News worthy events in the travel industry happen, weather related events are among the most common reasons a hospitality or travel related organization would have to communicate via the web.

Your mobile communication should be simultaneous with any traditional web communication. The update on mobile web via screen scraping services could be hours or days.

Commerce offers in the travel industry must be timely.

Mobile is Not a Channel

Create an Inventory

Common Elements of Mobile Web Sites

Inventory & Re-use your technical tools & resources

Desktop graphics & content

Product Feed Data

Reviews & Forums

Support & Feedback Forms

E-Commerce Platform

Social Strategy (Facebook, Twitter)

Analytics

Video & Rich Content

CDN Acceleration

A/B Multivariate Testing

Partnerships & Alliances

E-mail strategy

Do Some Research

Common Resources & Tactics

Nothing beats feet on the ground

Take your competitors’ mobile experience for a test drive

Talk to colleagues

Ask your kids

Use different devices!

Check out your analytics & find out what phones your customers are using

Create a questionnaire on your website

Think about how you can use mobile to amplify or augment desirable customer behavior

Product Ideation for Mobile Site Design

Consider Features & Use Cases

What tasks are important to your customers?

Contact info

Location/GPS

Customer Service & Feedback

Connect with other customers

Customer loyalty and rewards

Sign up for e-mail

Get product info

Compare prices

Purchase!

Think about Functionality

Consider Features & Use Cases

Design to solve the main problems or situations your customers may find themselves in.

Timeliness – if you’re running a promo on the desktop site or e-mail it should be mobile too

Situational – is your customer traveling or can you take advantage of their location?

Review your FAQ’s & most common tickets

Offer different ways to get it done:

Search & category browse

Think about what features, tasks or existing site elements translate to mobile and design your site around them

Design Considerations

Common Tactics for Mobile Usability

Keep important links & content above the fold

Obey the 3-5-7 rule

No more than 3 clicks to any piece of data, no more than 5 items on a page, no more than 7 seconds to display the content.

Do NOT duplicate your desktop site

Remove content that is not mobile friendly or that doesn’t translate to mobile

PDF Files?

Re-use graphics and content when possible

Images with small text overlays in them won’t look great on mobile phones

Devise an Implementation Strategy

Build or Buy?

Build – Web Smarts can translate

JQuery for Mobile

Sencha Touch

Open-source CMS systems

Blog platforms

Platform providers like Netbiscuits

Full Service Agencies

Custom CMS Solutions

Full Service Platform providers

• Get some experience now

• Release early & often!

High Level Thoughts

Mobile is a Powerful Channel

Mobile web is a powerful channel that you should use to augment the other channels you use

Respect mobile web, because you will have customers that only have mobile phones & no PC internet

Almost anything you can do on the desktop can be done on the mobile web, but before you do it consider the implications

Best Practices

Mobile Web Tactics

Landing Pages for Marketing

Mobile Ad Banners direct to Mobile Landing Pages

Mobile Ad Banners direct to Social Media

QR Codes

A QR Code allows a camera on a mobile device to scan and connect directly to the mobile internet. This QR Code becomes the real world hyperlink and the mobile phone becomes the mouse. QR Codes can be linked to photos, a mobile website, or a showcasing video. They can be found in print ads, billboards, and other promotional materials.

Tags & Codes – In Magazine

Drive customer engagement from one channel to another!

Mobilized E-Mail

Land Rover Marketing

Free Promotions - Land Rover

Redirect E-Mail Clicks to Optimized Mobile Sites & Offers

Click Here for mobile friendly version.

Add Mobile to your Media Buys

Example Formats Expandable

3D Flip

Interactive Swipe

Sticky

Portrait to Landscape

Interstitial

Shutter/Jalousie

360° Rotator

Simplify the creation, management and delivery of rich mobile ads

Tablet + Mobile Web

Dynamic Tablet Sites

Hybrid Apps

Rich functionality on the Mobile Web

Mobile Hybrid Apps integrate mobile optimized websites into Native Apps

Available for all major OS such as iPhone, Android, Windows, Blackberry, Ovi

Save cost: One code base to publish to mobile web and apps environments

www.netbiscuits.com

Craig Besnoy Managing Director, U.S.

Tel +1-212-710-0541 Mobile: +1-917-674-0098

c.besnoy@netbiscuits.com

Thank You

m.netbiscuits.com

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