sgtp edcon'10 keynote: future trends & leading technologies
DESCRIPTION
Customization, mobile, the cloud, splinternet, location, deep web, social, traveler personas, real-time and privacy are ten areas that will dictate engagement, relevance and profitability in coming years. Dramatic advancements in technology will help drive innovation and disruptive changes to operational processes. RockCheetah Founder Robert Cole covers emerging business and technology trends that will provide tremendous benefits and excruciating challenges for government travel, and the travel industry as a whole in the years ahead.TRANSCRIPT
Future Trends & Leading Technologies
Society of Government Travel Professionals
September 8, 2010
Robert Cole ● RockCheetah
Photo: kevindooley (flickr)
Future Trends & Leading Technologies
• Everything Is Changing
• New Travel Expectations
• And the Winners Are…
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Photo: salendron (flickr)
Everything Is Changing
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“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Everything Is Changing
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“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Business Travelers Who Use Mobile Device to Access Travel Information 2008 2009 2010 Total 13% 25% 40%
Everything Is Changing
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“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Include Leisure Time in Business Trips 2008 2009 2010
Always - 18% 23%
Frequently - 29% 30%
Total 35% 47% 53%
Everything Is Changing
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“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Travel-Related Activities Done Using Mobile Device 2010 Researched Upcoming Trip 68% Read Reviews of Other Travelers 54% Checked Into Hotel, Flight, Cruise, etc. 70%
Requested More Information Related to Trip 56% Reserved or Booked a Hotel, Flight, Cruise, etc. 61% Downloaded a Travel Related App 48% Watched a Travel Related Video 45%
The Internet Continues to Evolve
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Web 1.0 Web 2.0 Web 3.0 Communication Broadcast Interactive Engaged / Invested
Information Static / Read-only Dynamic Portable & Personal
Focus Organization Community Individual
Personal Home Pages Blogs / Wikis Lifestreams
Content Ownership Sharing Curation
Interaction Web Forms Web Applications Smart Applications
Search Directories Keywords / Tags Context / Relevance
Metrics Page Views Cost Per Click User Engagement
Advertising Banners Interactive Behavioral
Research Britannica Online Wikipedia The Semantic Web
Technologies HTML / FTP Flash / Java / XML RDF / RDFS / OWL
Photo: Vereeken (flickr)
Travel Planning – In a Web 3.0 World
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Cartoon: Gary Larsen – The Far Side (The Far Side Gallery 2) Photo: drspam (flickr)
• Managed Travel Goals
– Secure Platform
– Enforce Rules
– Reduce Costs
– Increase Efficiency
• Traveler Goals
– Simplicity
– Flexibility
– No Stress
– Better Experience
• Managed Travel Goals
• Traveler Goals
New Travel Expectations
• 1. Relevance
• 2. Mobility
• 3. Personalization
• 4. Community September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 8
Photo: Sprengben (flickr)
1. Relevance
Deep Search
vs.
The Splinternet
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Photo: LuluP (flickr)
+
- $700 Million
Relevance - Deep Search
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Photo: g-na (flickr)
Google using Microformats & RDFa
• Associate Reviews with Hotels • Specify Image Licensing • Drive Context-sensitive Ads
Relevance – The Semantic Web
Making Sense of Unstructured Data
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Facebook Open Graph
Adds Context to Social Graph
Photo: Mr. Physics (flickr)
Splinternet: Age of Walled Gardens
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Splinternet: Age of Walled Gardens
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2. Mobility
Real-Time: Proximity:
Anytime Anywhere
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Photo: atzu (flickr)
Mobility - Real-Time
Google Voice: Telephony
• Ring Phones Simultaneously
• VoiceMail Transcription
• Text Message Alerts
Tungle.me: Cloud-based Calendar
• Universal Meeting Schedules
• Inside/Outside Organization
• Across Calendar Systems
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Photo: gadl (flickr)
Google Goggles: Discovery
• Landmarks/Text Translation
• Contact Information/Places
• Contact Information
Yelp Monacle: Augmented Reality
• Camera/GPS/Accelerometer
• Point for Restaurant Review
• Friend Check-ins
Apple iTravel: Works solely within
Apple Hardware &
Software Ecosystem
· Network
· Camera
· GPS
· RFID / NFC
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
3. Personalization
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• Customization • Personas Photo: Sergey Galyonkin (flickr)
Personalization - Customization
• Content – Personal Information
– Corporate Databases
– Social Graph
• Platforms – Desktop
– Mobile
– Tablet
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Photo: kagey_b (flickr)
Customization – Option 1: Tap
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Video: trepantech (YouTube)
Customization – Option 2: Talk
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Video: GoogleMobile (YouTube)
Customization – Option 3: Surf
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Video: pknegten (YouTube)
Personalization - Personas
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Photo: Greything (flickr)
Conference Training
Relocation
Leisure
Operational Mission
Site Visit
Consultation
Emergency Convention
4. Community
Social Behavior + Computational Systems
=
Social Computing
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Photo: ►Voj► (flickr)
Community – Social Computing
If You Want the Job Done Right…
Get Help.
Experts ● Friends ● Groups with Common Goals September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 31
Photo: 3[3] (flickr)
Social Computing - Telepresence
Skype: 10-way Video Calling iPhone 4: FaceTime
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Photo: 3[3] (flickr)
Community - Privacy
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Convenience vs. Security
Photo: laverrue (flickr)
Community - Privacy
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• Trustwave 2010 Global Security Report – Hotels Prime Target for Hackers
– Breaches Involving Hotels: 38%
– Breaches Involved Credit Card Numbers: 98%
– Average Days Between Breach & Detection: 156
– Many Franchisees – Only PCI Level 4 (Self Assessment)
• Insecure Passwords
– 8 character Password Cracked – Under 2 Hours
– Use of Identical Passwords Across Multiple Sites
And the Winners Are…
The Smart
The Unique
The Engaged
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Photo: tpower1978 (flickr)
Winners = The Smart
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Smart = Zoombu
Difficult Travel Task:
• Single Search
• End-to-End Itinerary
• Multi-Modal Transit
• 3 Different Criteria
– Cheapest
– Fastest
– Greenest
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Smart = Zoombu
Difficult Travel Task:
• Single Search
• End-to-End Itinerary
• Multi-Modal Transit
• 3 Different Criteria
– Cheapest
– Fastest
– Greenest
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Smart = Zoombu
Difficult Travel Task:
• Single Search
• End-to-End Itinerary
• Multi-Modal Transit
• 3 Different Criteria
– Cheapest
– Fastest
– Greenest
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Winners = The Unique
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Photo: (flickr)
Unique = Openways
Mobile Phone for Key Entry
• Guests Register Online
• No Stop at Front Desk
• Supports All Cell Phones
• Uses Existing Locks
• Cards Keys Still Work
• Code Change – 12 Seconds
• More Secure than Cards
• Support for Future NFC
Uses Unique Sound Patterns
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Winners = The Engaged
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Photo: MorBCN (flickr)
Engaged = TripAdvisor
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The Future = Options
Traveler Needs Evolving Technologies September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 44
Photo: Fenchurch! (flickr)
Be Prepared
vs.
The Future – Great Solutions
Predictions: • Multiple Formats/Platforms
– Focus on Mobile
• Distributed Computing
• Simplified User Interfaces
• UnStructured Data Integration
• Conditional Product Selection
• Streamlined Shopping Process
• Individualization of Travel
• Ensure Security with Flexibility
Recommendations: • Be Like Apple - Solve Problems
– Fully Control the Platform
• Leverage Cloud/Web Services
• Design for Touch & Voice
• Deploy Semantic Search Tools
• Rules-based Search Processes
• Flatten Search/Target Solution
• Use Itinerary-specific Personas
• Traveler Security is Top Priority
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Photo: Robsv (flickr)
Thank You for Your Attention
Questions? Copies of the Presentation?
Comments? Robert Cole mail: [email protected] phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: www.rockcheetah.com/blog/
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