1) The document discusses how mobile web usage is growing rapidly and surpassing desktop internet usage. It highlights the need for companies to develop their mobile web presence. 2) It provides examples of how travel companies like Air Berlin, Austrian Airlines, and hotels have partnered with a mobile web company to develop transactional mobile sites and apps that drive mobile bookings and engagement. 3) The mobile sites and apps were optimized for all devices and integrated seamlessly into the companies' online presence, driving substantial increases in mobile traffic and transactions.

1. Adding value through mobile web services

2. 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 in 2004
Turnover $35m and EBITDA $2.8m
Current market capitalisation $65m

3. why mobile web
Global Mobile vs. Desktop Internet User Distribution 5)
[User m]
Mobile browsing projected to outstrip desktop by 2014!
Source: Morgan Stanley Research, April 2010
High speed mobile networks and an increased distribution of mobile data-flat rates

4. advertising
why mobile
In his Mobile World Congress keynote address,
former Google CEO Eric Schmidt describes the
mobile ecosystem as a confluence of computing
power, connectivity and cloud computing, and
proclaims a new focus for the industry:
“putting mobile first”
Eric Schimdt, outgoing CEO Google at the World
Mobile Congress 2011

5. UK penetration of
mCommerce
Mobile Media
•Downloaded and used a mobile app
45,000,000 mobile •Downloaded a ringtone, music track.
phone users aged 18+ •Used social media
in UK •Accessed the internet/any website
•Purchased a product or a service
26,545,00 mobile
media users (59%)
M-Commerce
•Used mobile for research for purchasing
22,950,000 use •Used mobile for enhancing a purchasing
M-Commerce experience
(51%) •Paid for something on mobile straight to
bill
•Paid for something on mobile via
card/bank/PayPal
Source: IAB Consumer M-Commerce Study October 2010, Comscore August 2010
Base – All mobile users (1039)

6. mobile as a percentage
of eCommerce
6.3m people
30.2m people visited visited
commerce
commerce sites on the
sites on the
fixed line internet in
mobile
December 2010
internet in
December
2010
Mobile makes up 17% of the
total UK eCommerce audience
(duplicated)
Source: ComScore

7. latest industry data
•Ebay saw £2.1 million spent on its UK
mobile site on 12th December 2010
•ASOS generated £1 million of sales on its
mobile site in December 2010
Source: NMA 21/1/20211
Ebay

8. huge existing demand for travel
on the mobile web
Mobile Traffic by Sector
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
Unique Visitors
1,000,000
0
*Source: ComScore

9. large volumes of mobile web traffic
even when a site is not in place..
79,951 Unique Visits
1,408,302 Unique Visits 402,107 Unique Visits
419,817 Unique Visits
200,146 Unique Visits
286,889 Unique Visits
682,045 Unique Visits
178,451 Unique Visits
*Source: ComScore

10. one scalable solution
delivering a premium
user experience
MOBILE INTERNET

11. the challenge
The mobile market is fragmented and
constantly evolving…
Hi
Paul,
Vielen
Dank
für die
1983 2000 2007 2010

12. air berlin case study
Air Berlin is Europe’s 6th largest airline,
carrying 34m passengers in 2010
Operate 153 aircraft with a 2010 turnover
of €3.2billion
98% of Air Berlin ticket sales are made
online at airberlin.com
In 2009 Air Berlin started to see a
significant volume of web traffic from
mobile devices

13. business case for mobile
Web analytics showed 3% of traffic coming to airberlin.com was
from a mobile device
99% bounce rate from homepage from mobile
Air Berlin decide to invest in a suite of mobile services to meet
customer demand and tender for a mobile partner

14. analysis of requirements
How did we approach Air Berlin’s
requirements?
Competitor
analysis
Online content 1-2-1 customer
assessment research
Target market Evaluate
behavioral technical
analysis infrastructure

15. developing a mobile strategy
Three phased mobile strategy
Develop mCommerce
mobile site to meet HTML5 mobile
growing consumer Develop smartphone internet experience
demand and open up applications & create and tablet
the mobile channel to mobile CRM strategy
all devices in the applications
market

16. mobile internet site
Fully transactional mCommerce site
Bookings
Check-in
Live arrivals/departures

17. how did we integrate?
Dynamic Proxy
Transcoding - use
website as the content
source
No internal IT
resource requirement
Filter relevant content
for display on mobile
FIT ML
PRESENTATION LAYER
CONTEXT LAYER

18. optimisation
YOC’ s platform supports every global mobile device
Optimise for all models, browsers, OS versions, user
interfaces, media attributes, screen sizes, connection
type and script support
Currently over 14,000 different devices
Dedicated handset database team

19. phase two iPhone application
iPhone application developed enhancing the features on the mobile site
Additional features added including video, twitter feed & service centre
Over 90,000 downloads to date and Android application planned for Q3

20. seo, sem, email marketing
65% of all traffic from search
Seamless mobile experiences from
search results and email campaigns
Product level mobile redirects ensure
that the user is automatically redirected
to the relevant mobile page (rather than
the standard desktop version)

21. results
Over 170,000 flight bookings since
launch in July 2010
200,000 mobile check-ins since launch
400% increase in mobile web traffic to
January 2011

22. Austrian Airlines

23. promoting a mobile site

24. hotels – HRS mCommerce Site

25. apps still play an important role
YOC developed iPhone Apps for each of the travel case studies
Apps have delivered strong metrics for all 4 brands
Bookings on mobile web exceed bookings on apps for each brand

26. apps which truly use native
functionality will continue to add value
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

27. questions for you...
• Where does the mobile web fit into my customer journey?
• How can I deliver the best “quote & buy” journey on the mobile web?
• How can I insure my mobile site will deliver a great experience on the
every device available today and future devices?
• How can I develop a high end mobile site quickly, at low cost and without
having to engage internal resources?