mobile travel masterclass deck camerjam mobile marketing
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Mobile Travel & Tourism Masterclass slidesTRANSCRIPT
How to fine tune your mobile sites & apps strategy
June 2012
3
1. Mobile Stats
2. Fragmentation
3. Build For The Future
4. Ensure Secure Payment
5. Measure Performance
6. Think Multi-Channel
7. Checklist
Agenda
Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 210 employees across 6 European offices Over 40 employees in the UK Established in the UK since 2004 Turnover £35m and EBITDA £2.8m Current market capitalisation £30m
At a glance
Our clients
1. Mobile Stats
Usage mobile websites 8x more growth than apps
Tomorrow Focus Media 2011
+ 22,4 % Mobile sites
+ 2,8 % Apps
Industry stats
comScore 2012
195,993
3,020,436
187,075
97,415
102,454
41,377
53,721
98,738
2,793,030
41,029
1,051,863
Customer Journey- Mobile
Awareness
Transaction
Advocate
Intrigue Attract
Engage Convert
Relationship Consider
Access to pricing, product info & reviews anywhere
Request brochures View promotional discounts
QR codes linking ATL to mobile site
Branch Locator Check availability
Receive latest offers and invitations to events
Newsletter & latest product catalogue on mobile site
Use social media on mobile to ‘like’ & recommend Share wish list with friends and family
Mobile Media
Packaging QR codes linking to mobile site, adverts, info
Upsell, After Care, Make Payments
Create or sync account Add products to mobile basket or wish list
2. Fragmentation
OS Breakdown - UK
iOS
Android
Symbian
BlackBerry
Bada
Other
iOS , Android
iOS 5.x
iOS 4.x
iOS 3.x
iOS updates
Browsers - UK
Apple Mobile Safari
Open Handset Alliance Android Build-in
Nokia Brwser NG
Dolfin
Opera Mini
Other
HTML 5
Don’t just take our word for it..
"There's rampant technology fragmentation across mobile browsers, so developers don't know which parts of HTML5 they can use” “HTML5 is promoted as a single standard, but it comes in different versions for every mobile device” “Issues such as hardware acceleration and digital rights management are implemented inconsistently. That makes it hard for developers to write software that works on many different phone platforms, and to reach a wide audience” Facebook CTO Bret Taylor, World Mobile Congress 2012
WHY is the mobile landscape so fragmented..
Standards are incomplete
Traditional development is pricey..
3. Build For The Future
21
Build For The Future Proxy-Transcoding vs. API Integration &
When To Develop In-House
Optimising for every OS version, device & browser version…
Full-Service Option
Consulting Concept
Wireframing
Implementation Programming Design
Go Live
In-House Development + Support
Consulting
Support Workshops FITML Templates
Consulting
Support
Implementation Programming Design
Support
Go Live
Concept
Wireframing
25
35% are concerned about security while shopping on a mobile device
Ensure Secure Payment
26
On-premise installation to ensure highest security standards
Use well-known payment options (i.e. PayPal ….)
Do not link to non – mobile-optimized websites
Measure Performance Response Time, Availability, Consistency
Mobile Sites Response Time In Seconds
Baur 5,823
Twenga 9,434
ladenzeile 10,157
Otto 10,507
Average 10,744
Conrad 10,785
Amazon 10,967
Ebay 10,993
Bonprix 11,579
Weltbild 11,974
3suisses 12,194
Neckermann 13,776
Response Time Definition: Average time it takes to fully load a mobile site and complete a task
Compuware Germany, 2012
Mobile Sites Availability in %
Amazon 98,40
3suisse 97,46
Ebay 96,07
Ladenzelle 96,01
Otto 95,05
Baur 88,91
Neckermann 87,46
Average 86,00
Weltbild 74,77
Twenga 72,03
Bonprix 70,10
Conrad 69,78
Availability Definition: Measured the time a mobile homepage didn’t load within 60 seconds – either due to back-end/ it related issues or network connection
Compuware Germany, 2012
Mobile Sites Response time in seconds
Baur 6,561
Bonprix 7,555
Twenga 8,235
Weltbild 8,319
Conrad 10,156
Ladenzeile 10,834
Average 11,244
Ebay 11,658
Otto 13,610
3suisse 14,281
Amazon 14,325
Neckermann 18,147
Consistency Definition: Standard deviation of sites based on the time and day accessed.
Compuware Germany, 2012
31
Think Multi-Channel
The web will have more touch points
in a larger digital ecosystem
Swiss Airlines – Apps
Android + iPhone App Perfect travel companion Features include: • Book flights on your mobile • Mobile Check-in • Arrival/ Departure Times & Updates • News
Austrian Airlines
Web App + Native Apps Features include: • Book flights on your mobile • Mobile Check-in • Arrival/ Departure Times & Updates • News • Offers
Mobile site + Native Apps We developed a mCommerce site enabling users to book one of 250,000 hotel anywhere in the world. This required some complex API integration given the sheer volume of information handled on the HRS
website.
HRS mobile site & App
Following the success of the mCommerce site, native apps were also developed. The project has resulted in the successful commercialisation of the mobile channel with over 300,000 bookings made within the first 12 months.
Airport Zurich – App + Mobile Site
Nandez App + Mobile Site
Nandez ski resort app enables users to;
Explore piste map, download weather info, transmit GPS location +
augmented reality piste & mountain restaurant locator
Use of native features insures app will add greater value than
avaiable on the mobile web
Deutsche Bahn – App
View London - App
7. Check List
Measure Performance Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device
Response Time
Availability
Consistency
Checklist
Build for the Future
Works with new and existing sources
Offers ability to move development
in-house
External advice & support available if and when needed
Ensure Secure Payment
On-Premise Installation
Use Established Payment Providers
Only link to mobile-optimised sites
Thank You
Live Information for a generation on the move
Live and Dynamic Content in Cross Mobile Platforms
45
mxData
Cross Platform
Live and Dynamic Content
Case Study – Traveline Next Bus
Summary
Agenda
Live Information for a generation on the move
46
Michael Cliffe, CTO
Founded 2004
Privately Owned
50+ Employees
Based in Wilmslow, Cambridge and London
London Tube Map :-
8m Downloads
¼m Connections Per Day
mxData
Live Information for a generation on the move
Thoughts on Cross Platform
47 Live Information for a generation on the move
Cross Platform at mxData :-
OS – iOS, Android, BlackBerry, Phone 8, BADA, S40
Channel – OEM, MNO, and SNO
Deployment – App, Widget, Browser and Messaging
Device - Tablet, TV, In-Car, Mobile and Desktop
Thoughts on Cross Platform
48 Live Information for a generation on the move
Cross Platforms are Connected for Content :-
Services – Search and Discovery, Aggregation and Optimisation
Sharing Trends – Tailored Experience per user per device!
Commercial + UGC Content - Social Content is Valuable
Live and Dynamic Content
Live information for a generation on the move
Case Study - Facts
50 Live Information for a generation on the move
Traveline Next Buses Summary
Cross Platform
Static Content Gazetteer, Timetable, Bus Stop
Live and Dynamic Content Static + Schedule + Real-Time
60+ Sources, Aggregated through GEOHAWK
7% 25%
12%
56% SMS
Web
Telephone
API
Case Study - Schematic
51
SMS
Webs
API Apps
Live Content
Calls
Share! Static
Content
Live Information for a generation on the move
By Enabling Content as a Service :-
Agnostic to Cross Platform Deployment, Device, OS, Channel
Aggregation of Static, Live and Dynamic Content
Have a Consistent View of Content
Lay Foundations For: Ticketing
Broader and Deeper Content
Enhancements and Premium Services
Must Haves - Performance, Scalability and Availability
Case Study – Service Enablers
52 Live Information for a generation on the move
Cross Platform – OS, Channel, Deployment and Device
Device Fragmentation - Not Convergence
Ride the Sharing Trends – Increased Adoption
Services - Aggregation of Live and Dynamic Content
Services like GEOHAWK are enablers in this space.
Summary
53 Live Information for a generation on the move
mxData
54 Live Information for a generation on the move
Mobile Travel, Tourism & Leisure Masterclass - 13th June 2012
Oisin Lunny, Senior Market Development Manager, OpenMarket
Sun, sea, and mobile CRM! How to delight and engage your customers!
Sun, sea, and mobile CRM.
58 Proprietary & Confidential to OpenMarket
Planning the holiday
58
59 Proprietary & Confidential to OpenMarket
Planning the holiday
60 Proprietary & Confidential to OpenMarket
Flight booking confirmation
61 Proprietary & Confidential to OpenMarket
Finding the hotel
62 Proprietary & Confidential to OpenMarket
Hotel search
63 Proprietary & Confidential to OpenMarket
Car parking
63
64 Proprietary & Confidential to OpenMarket
Terminal advice
65 Proprietary & Confidential to OpenMarket
Airport promotions
65
66 Proprietary & Confidential to OpenMarket
Customer compensation
66
67 Proprietary & Confidential to OpenMarket
Arrivals promotion
68 Proprietary & Confidential to OpenMarket
In holiday reminders
69 Proprietary & Confidential to OpenMarket
Security reminders
70 Proprietary & Confidential to OpenMarket
Customer compensation
71 Proprietary & Confidential to OpenMarket
Transport innovation
• LBS finds nearest licensed cab from database of over 45,000
72 Proprietary & Confidential to OpenMarket
Re-activation campaigns
73 Proprietary & Confidential to OpenMarket
Marketing campaigns
74 Proprietary & Confidential to OpenMarket
Post campaign analytics
75 Proprietary & Confidential to OpenMarket
Bringing it all together
SMS chat A2P SMS
Crediting
Vouchers
LBS Voice
shortcode Analytics
Proprietary & Confidential to OpenMarket
OpenMarket customer & partners
Proprietary & Confidential to OpenMarket
OpenMarket approach
• We supply mobile building blocks:
- messaging, payment, VAS
• For brands and agency partners
• Bring agencies creativity to life on mobile
• Reliable, scalable, remove the complexity
• Technical account management 24/7
• Great account management
• Operational excellence
• Direct connections
• $3bn revenues
Proprietary & Confidential to OpenMarket
Technology
Proprietary & Confidential to OpenMarket
Technology
Proprietary & Confidential to OpenMarket
Technology
Proprietary & Confidential to OpenMarket
Technology
twitter @openmarket
facebook @openmarket
www.openmarket.com
text “sales” to 88600
Contact OpenMarket
www.imimobile.com
Multi-channel customer journey, the importance of data
Miranda Clarke
Business Development Manager
Mobile: +44 7850 - 906 811
Email: [email protected]
IMImobile provide software services that help
businesses extract value from the smartphone
transformation by enabling key stages of the
customer engagement lifecycle
IMImobile’s product portfolio is focussed on multi-
channel mobile engagement solutions
IMImobile is currently serving over 100 blue chip
operators, media companies and enterprises in
64 countries
Who are we?
85
The smartphone is transforming the way
that people interact with organisations.
Our experience in the Travel, Tourism and
Leisure sector
86
Your challenges that eventually lead to
decreasing profits
87
Cost to change or EOL too high, proprietary equipment with large consultancy and
development bills has left organisations paralysed.
› AGING INFRASTRUCTURE
No single location for all customer information, different data sources with overnight
batch changes means data is not real time and very difficult to manage.
› DISPARATE DATA
Customer receives different information when booking via different channels, lack of
consistency, causing influx of calls to the contact centre & bad customer experience.
› INCONSISTENT CUSTOMER JOURNEY
No clear strategy on how to address this growing problem – the issue is compounded
by all of the previous challenges – who do I target? How do I target?
› DISTRESSED STOCK
The new ‘mobile’ consumer
88
Technologically experienced
consumers means a higher
expectation in digital
lifecycle.
Our approach
89
Infrastructure Agnostic
SaaS
Intelligent customer
data collection
Engaging & consistent customer journey
Contact Centre Call Reduction
Desktop App
Distressed stock
Data consolidation in real time
Increase
Sales
Decrease
Cost
The American Airlines Desktop App DealFinder
90
The American Airlines Desktop App News
91
The American Airlines Desktop App Content Management
92
The result
93
More than 1.5 million
downloads
3 month ROI after launch of
Desktop App
$1,500,000 incremental
revenue in 6 months
Customer Satisfaction Scores
was dramatically improved
› INCREASED RESPONSE
› IMPROVED CUSTOMER EXPERIENCE
› INCREASED LOYALTY
› REDUCED DISTRESSED STOCK
› INCREASED PROFITS
94
Summary, the top things to consider
I. DON’T LET TECHNOLOGY HOLD YOU BACK
II. ITS NOT ONE SIZE FITS ALL
III. START AT THE BACK OFFICE NOT THE END USER
IV. THERE ARE COST EFFECTIVE QUICK WINS
www.imimobile.com
Thank you!
Miranda Clarke
Business Development Manager
Mobile: +44 7850 - 906 811
Email: [email protected]
© Somo Ltd.
MASTERING MOBILE TRACKING
13.06.2012
Gareth Davies | Commercial Operations Director
gareth@somoglobal
© Somo Ltd.
MOBILE REPRESENTS A HUGE OPPORTUNITY
98
© Somo Ltd.
BUT FRAGMENTATION IS A CHALLENGE
99
© Somo Ltd.
DATA, TECHNOLOGY & EXPERTISE ARE KEY
100
© Somo Ltd.
THE FRONTLINE IS APP TRACKING
© Somo Ltd.
RELYING ON 3RD PARTY COOKIES WONT CUT IT
3rd Party Cookie
© Somo Ltd. 103
BUT HELP IS AT HAND!
© Somo Ltd.
3 MAIN METHODOLOGIES
UDID, IMEI
Android ID
MAC Address
Most accurate methodology
Is it too personal?
Identifies probable matches
Emerging technology
How accurate?
Device
Fingerprinting
1st Party
Cookies
Reliable & simple methodology
Interrupts the user journey
Limited in scope
© Somo Ltd.
WHERE DO I START?
© Somo Ltd.
FOCUS ON YOUR KPIs
© Somo Ltd.
Top Tips
Choose your measurement tool according to your campaign objectives
Look for a mobile specific solution
But take the time to look at mobile in the context of your wider marketing mix
It’s a complex market; find a trusted advisor to help
Be scientific... but appreciate the margin for error is higher than desktop
Test, test and test!
© Somo Ltd.
LONDON
Haymarket House
28 Haymarket
London SW1Y 4SP
+44(0)20 3397 3550
MAKING SENSE OF MOBILE
www.somoglobal.com
gareth@somoglobal
SAN FRANCISCO
181 Fremont Street
San Francisco, CA 94105
+1 (415) 230 2756
LOS ANGELES
1530 7th St, Suite 100
Santa Monica, CA 90401
+1 (310) 426 8685
NEW YORK
1440 Broadway
23rd Floor
New York, NY, 10018
+1 646 512 5127 Ext. 3432
SINGAPORE
50 Raffles Place, Level 30
Singapore Land Tower
Singapore 048623
+65 66323551