Wie entwickelt man eine Mobile Strategie für Reiseunternehmen?

1. Wie entwickelt man eine Mobile Strategie für Reiseunternehmen?
© mvolution GmbH, March 2011 @ITB eTravel World

2. Key facts mvolution
mvolution GmbH
mobile travel infotainment
Mobile Cross Platform Development Meta-Mobility Tool
 Consulting & Strategy  Flights, Trains, Cars, Hotels & Cities
 Concept & Design  Organizing & Planning
 Programming & Operations  Mapping & Location Based Services
 Appstore Management  Real Time Traveller Tracking
iPhone iPad Real Time
BlackBerry Android Bada OS Location Awareness Context
Qt
Windows Phone 7 Palm Mobile Nomade Planning Tracking
Nokia MeeGo Itinerary Transactions
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3. Customers
BlackBerry, iPhone, Palm Pre, Nokia
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4. Customers
iPad
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5. Customers
Avis for iPhone Avis for Palm
Avis for BlackBerry
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6. Customers
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7. travelload mobility tool
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8. travelload mobility tool
Email Reisebestätigung an reiseplan@travelload.de
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9. A short market overview
http://blog.appsfire.com
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10. A short market overview
http://www.wiwo.de/technik-wissen/die-app-industrie-im-umbruch-456912/
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11. A short market overview
In Germany in 2010
(BITKOM)
 900 million downloads
 112% annual growth
 357 Mio Euro with apps
(German Apple App Store 02/2011)
 18.324 travel apps
 72% paid & 28% free apps
 more than 16 categories
 > 100 different functions
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12. A few questions you should answer
Your Mobile Strategy in short
 Management awareness? (mostly with iPhone in hand)
Management
 A clear assignment by Management?
Commitment  The best: there is a Mobile Budget!
 Branding (showing my brand)
Purpose /
 Customer Relationship (value added services)
Goals  M-Commerce (selling products)
 Can we create new value?
Value  Or at least add value to existing services?
 Can we learn from user behavior?
 Do we want to be an Innovator?
Budget  Are we focusing on Premium users?
 Do we have sufficient budget?
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13. Strategy Parameter
Costs
Commerce
Services
Branding
Complexity
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14. Where are you in the value chain?
Creating Value (user experience, content, easy processes, social context …)
Pre-Trip On-the-Go Post-Trip
2%
3%
95% your move
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15. The challenge (most of the time)…
… from Web to App
 User Experience
 Design-Thinking
 Usability Engineering
 Content Availability
 Interfaces (API‘s)
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16. Note or mindmap key functions, contents, API’s etc.
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17. Workshops with experts and internal stakeholders
Internal Project Manager
External Expert Sales
Marketing Internal IT
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18. Idea visualisation (method I)
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19. Idea visualisation (method II)
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20. Detailed concept
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21. Coding on SDK‘s (iOS, BlackBerry, Android etc.)
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22. The marketing of the App
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23. Conclusion
The Winners The Losers
 those who realise the  those who don‘t have a
Mobile Opportunity Mobile Strategy
 those who can create
value within the chain
 those who provide
extraordinary UX
 those who committ
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24. Thank you
Stefan Wagner
Managing Director mvolution GmbH
+49 176 30030080
s.wagner@mvolution.de
www.mvolution.de
www.travelload.de
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