Mobile Travel & Tourism Masterclass slides

2. How to fine tune your mobile sites & apps strategy
June 2012

3. Agenda
1. Mobile Stats
2. Fragmentation
3. Build For The Future
4. Ensure Secure Payment
5. Measure Performance
6. Think Multi-Channel
7. Checklist
3

4. At a glance
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

5. Our clients

6. 1. Mobile Stats

7. Industry stats
Usage mobile websites
8x more growth than apps
+ 22,4 %
Mobile sites
+ 2,8 %
Apps
Tomorrow Focus Media 2011

8. 2,793,030
195,993
41,029
3,020,436
97,415 1,051,863 98,738
102,454
53,721
187,075
comScore 2012 41,377

9. Customer Journey- Mobile
QR codes linking
ATL to mobile site
Mobile Media
Access to pricing, product
info & reviews anywhere
Use social media Intrigue Attract
on mobile to ‘like’
& recommend
Request brochures
Share wish list with
friends and family Awareness View promotional
discounts
Advocate
Newsletter & latest Consider
Relationship Transaction
product catalogue Branch Locator
on mobile site
Check availability
Receive latest offers and
invitations to events Engage Convert Create or sync account
Add products to mobile
basket or wish list
Upsell, After Care, Make Packaging QR codes
Payments linking to mobile site,
adverts, info

10. 2. Fragmentation

11. OS Breakdown - UK
iOS
Android
Symbian
BlackBerry
Bada
Other

12. iOS , Android
iOS 5.x
iOS 4.x
iOS 3.x

13. iOS updates

14. Browsers - UK
Apple Mobile Safari
Open Handset Alliance
Android Build-in
Nokia Brwser NG
Dolfin
Opera Mini
Other

15. HTML 5

16. 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

17. WHY is the mobile landscape so fragmented..

18. Standards are incomplete

19. Traditional development is pricey..

20. 3. Build For The Future

21. Build For The Future
Proxy-Transcoding vs. API Integration &
When To Develop In-House

22. Optimising for every OS version, device &
browser version…

23. Full-Service Option
Consulting Concept Wireframing
Implementation Programming Design
Go Live

24. In-House Development + Support
Consulting Concept Wireframing
Support
Implementation Programming Design
Support Workshops Support
Go Live FITML Templates

25. Ensure Secure Payment
35% are concerned about security while shopping on a
mobile device

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

27. Measure Performance
Response Time, Availability, Consistency

28. Mobile Sites Response Time In Response Time
Seconds
Baur 5,823
Definition:
Twenga 9,434
ladenzeile 10,157 Average time it takes to fully load
Otto 10,507 a mobile site and complete a task
Average 10,744
Conrad 10,785
Amazon 10,967
Ebay 10,993
Bonprix 11,579
Weltbild 11,974
3suisses 12,194
Neckermann 13,776
Compuware Germany, 2012

29. Mobile Sites Availability in % Availability
Amazon 98,40
Definition:
3suisse 97,46
Ebay 96,07 Measured the time a mobile homepage didn’t
Ladenzelle 96,01 load within 60 seconds – either due to back-end/
it related issues or network connection
Otto 95,05
Baur 88,91
Neckermann 87,46
Average 86,00
Weltbild 74,77
Twenga 72,03
Bonprix 70,10
Conrad 69,78
Compuware Germany, 2012

30. Mobile Sites Response time in Consistency
seconds
Baur 6,561
Definition:
Bonprix 7,555
Twenga 8,235 Standard deviation of sites based on the time
Weltbild 8,319 and day accessed.
Conrad 10,156
Ladenzeile 10,834
Average 11,244
Ebay 11,658
Otto 13,610
3suisse 14,281
Amazon 14,325
Neckermann 18,147
Compuware Germany, 2012

31. Think Multi-Channel

32. The web will have
more touch points
in a larger digital ecosystem

33. Swiss Airlines – Apps
Android + iPhone App
Perfect travel companion
Features include:
• Book flights on your mobile
• Mobile Check-in
• Arrival/ Departure Times & Updates
• News

34. Austrian Airlines
Web App + Native Apps
Features include:
• Book flights on your mobile
• Mobile Check-in
• Arrival/ Departure Times & Updates
• News
• Offers

35. HRS mobile site & App
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.
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.

36. Airport Zurich – App + Mobile Site

37. 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

38. Deutsche Bahn – App

39. View London - App

40. 7. Check List

41. Checklist
Build for the Future Ensure Secure Payment
Works with new and existing sources On-Premise Installation
Offers ability to move development Use Established Payment Providers
in-house
Only link to mobile-optimised sites
External advice & support available if
and when needed
Measure Performance Think Multi-Channel
Response Time Works on all devices & operating systems
Availability Optimises content for each device
Consistency

42. Thank You

44. Live and Dynamic Content in
Cross Mobile Platforms
Live Information for a generation on the move

45. Agenda
 mxData
 Cross Platform
 Live and Dynamic Content
 Case Study – Traveline Next Bus
 Summary
Live Information for a generation on the move 45

46. mxData
 Michael Cliffe, CTO
 Founded 2004
 Privately Owned
 50+ Employees
 Based in Wilmslow, Cambridge and London
London Tube Map :-
 8m Downloads
 ¼m Connections Per Day
Live Information for a generation on the move 46

47. Thoughts on Cross Platform
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
Live Information for a generation on the move
47

48. Thoughts on Cross Platform
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 Information for a generation on the move
48

49. Live and Dynamic Content
Live information for a generation on the move

50. Case Study - Facts
Traveline Next Buses Summary
7%
56% 25%
 Cross Platform SMS
Web
Telephone
API
 Static Content 12%
 Gazetteer, Timetable, Bus Stop
 Live and Dynamic Content
 Static + Schedule + Real-Time
 60+ Sources, Aggregated through GEOHAWK
Live Information for a generation on the move
50

51. Case Study - Schematic
Calls
Static
Content Share!
SMS
Webs
Live
Content API Apps
Live Information for a generation on the move
51

52. Case Study – Service Enablers
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
Live Information for a generation on the move
52

53. Summary
 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.
Live Information for a generation on the move
53

54. mxData
Live Information for a generation on the move
54

56. Sun, sea, and mobile CRM!
How to delight and engage your custome
Mobile Travel, Tourism & Leisure Masterclass - 13th June 2012
Oisin Lunny, Senior Market Development Manager, OpenMarket

57. Sun, sea, and mobile CRM.

58. Planning the holiday
58 Proprietary & Confidential to OpenMarket

59. Planning the holiday
59 Proprietary & Confidential to OpenMarket

60. Flight booking confirmation
60 Proprietary & Confidential to OpenMarket

61. Finding the hotel
61 Proprietary & Confidential to OpenMarket

62. Hotel search
62 Proprietary & Confidential to OpenMarket

63. Car parking
63 Proprietary & Confidential to OpenMarket

64. Terminal advice
64 Proprietary & Confidential to OpenMarket

65. Airport promotions
65 Proprietary & Confidential to OpenMarket

66. Customer compensation
66 Proprietary & Confidential to OpenMarket

67. Arrivals promotion
67 Proprietary & Confidential to OpenMarket

68. In holiday reminders
68 Proprietary & Confidential to OpenMarket

69. Security reminders
69 Proprietary & Confidential to OpenMarket

70. Customer compensation
70 Proprietary & Confidential to OpenMarket

71. Transport innovation
• LBS finds nearest licensed cab from
database of over 45,000
71 Proprietary & Confidential to OpenMarket

72. Re-activation campaigns
72 Proprietary & Confidential to OpenMarket

73. Marketing campaigns
73 Proprietary & Confidential to OpenMarket

74. Post campaign analytics
74 Proprietary & Confidential to OpenMarket

75. Bringing it all together
SMS chat A2P SMS Vouchers
Voice
LBS
shortcode
Crediting Analytics
75 Proprietary & Confidential to OpenMarket

76. OpenMarket customer & partners
Proprietary & Confidential to OpenMarket

77. 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

78. Technology
Proprietary & Confidential to OpenMarket

79. Technology
Proprietary & Confidential to OpenMarket

80. Technology
Proprietary & Confidential to OpenMarket

81. Technology
Proprietary & Confidential to OpenMarket

82. Contact OpenMarket
sales@uk.openmarket.com
twitter @openmarket
facebook @openmarket
www.openmarket.com
text “sales” to 88600

84. Multi-channel customer journey, the importance of data
Miranda Clarke
Business Development Manager
Mobile: +44 7850 - 906 811
Email: Miranda.Clarke@imimobile.com
www.imimobile.com

85. Who are we?
The smartphone is transforming the way
that people interact with organisations.
 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
85

86. Our experience in the Travel, Tourism and
Leisure sector
86

87. Your challenges that eventually lead to
decreasing profits
› AGING INFRASTRUCTURE
Cost to change or EOL too high, proprietary equipment with large consultancy and
development bills has left organisations paralysed.
› DISPARATE DATA
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.
› INCONSISTENT CUSTOMER JOURNEY
Customer receives different information when booking via different channels, lack of
consistency, causing influx of calls to the contact centre & bad customer experience.
› DISTRESSED STOCK
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?
87

88. The new ‘mobile’ consumer
Technologically experienced
consumers means a higher
expectation in digital
lifecycle.
88

89. Our approach
Intelligent
customer
data
collection
Engaging &
Data
consistent
consolidation
customer
in real time
Infrastructure journey
Agnostic
SaaS
Decrease Increase
Cost Sales
Desktop App Contact
Distressed Centre Call
stock Reduction
89

90. The American Airlines Desktop App
DealFinder
90

91. The American Airlines Desktop App
News
91

92. The American Airlines Desktop App
Content Management
92

93. The result
› INCREASED RESPONSE  More than 1.5 million
downloads
› IMPROVED CUSTOMER EXPERIENCE  3 month ROI after launch of
Desktop App
› INCREASED LOYALTY  $1,500,000 incremental
revenue in 6 months
 Customer Satisfaction Scores
› REDUCED DISTRESSED STOCK was dramatically improved
› INCREASED PROFITS
93

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
94

95. Thank you!
Miranda Clarke
Business Development Manager
Mobile: +44 7850 - 906 811
Email: Miranda.Clarke@imimobile.com
www.imimobile.com

97. MASTERING MOBILE TRACKING
13.06.2012
Gareth Davies | Commercial Operations Director
gareth@somoglobal
© Somo Ltd.

98. MOBILE REPRESENTS A HUGE OPPORTUNITY
© Somo Ltd.
98

99. BUT FRAGMENTATION IS A CHALLENGE
© Somo Ltd.
99

100. DATA, TECHNOLOGY & EXPERTISE ARE KEY
© Somo Ltd.
100

101. THE FRONTLINE IS APP TRACKING
© Somo Ltd.

102. RELYING ON 3RD PARTY COOKIES WONT CUT IT
3rd Party Cookie
© Somo Ltd.

103. BUT HELP IS AT HAND!
© Somo Ltd.
103

104. 3 MAIN METHODOLOGIES
UDID, IMEI
Most accurate methodology
Android ID
MAC Address Is it too personal?
Identifies probable matches
Device
Fingerprinting
Emerging technology
How accurate?
Reliable & simple methodology
1st Party
Cookies
Interrupts the user journey
Limited in scope
© Somo Ltd.

105. WHERE DO I START?
© Somo Ltd.

106. FOCUS ON YOUR KPIs
© Somo Ltd.

107. 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.

108. MAKING SENSE OF MOBILE
www.somoglobal.com
LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE
Haymarket House 181 Fremont Street 1530 7th St, Suite 100 1440 Broadway 50 Raffles Place, Level 30
28 Haymarket San Francisco, CA 94105 Santa Monica, CA 90401 23rd Floor Singapore Land Tower
London SW1Y 4SP New York, NY, 10018 Singapore 048623
+44(0)20 3397 3550 +1 (415) 230 2756 +1 (310) 426 8685 +1 646 512 5127 Ext. 3432 +65 66323551
gareth@somoglobal
hello@somoglobal.com
© Somo Ltd.