Dennis Woodside, VP American Operations, Google Inc. kicks off TravelCom 2010 with a keynote presentation. Dennis will share Google's vision on where the constant evolution of technology is taking us as consumers, and provide some strategies marketers can use to address the coming opportunities and challenges.

1. Thinking Exponentially
How to anticipate the next 4 consumer-driven disruptions
Dennis W d id
D i Woodside
Google Confidential and Proprietary

2. I’m a Mac. I’m a Nexus One!

3. Technology progresses exponentially!
Progression of Flight Progression of Computing

4. Consumer adoption of internet = exponential!
TV
Internet
Radio
Print
1836
1895
1450
1922
1927
1941
1990
2010
Tech Content Users Advertising

5. Where we stand today
1.6B $500B 60B 20 hrs
people online 2009 searches Video uploaded
(up from 500M eCommerce sales conducted per every minute to
in 2003) month worldwide YouTube
Google Confidential and Proprietary

6. What’s next? 4 disruptions
1. Search: Richer, more intense and more global
2. Video: Addressable & “on-demand”
3. Mobility: More important than the PC
4. Computing: From the hard-drive to the cloud

7. 1. Search: Richer, more global, more social

8. 1. Search: Richer information faster

9. 1. Search: Travel research intensifies
Log on: Search: Click: Back-Up: Click: Back-Up:
Google.com “Galveston Cruises” AffordableTours.com Google.com Cruise.com Google.com
Refine Search: Back-Up: Click: Back-Up: Click:
“Galveston Cruises Cheap”
p Google.com
g GalvestonCruises.com Google.com
g VacationsToGo.com
Click: Back-Up: Click: Direct Type: Search: Click:
CruiseMagic.com Google.com eCruises.com Google.com “Vacation Spots” Travelocity.com
Click: Refine Search: Back-Up:
p Click: Back-Up:
p
DiscountThemeParkVacations.com “Disney World Vacations” Google.com About.com Google.com
Direct Type: Search: Refine Search: Click: Back-Up: Click:
Google.com “Free Vacations” “Cheap Vacations” Orbitz.com Google.com CheapTickets.com
Refine Search: Back-Up: Click: Refine Search: Back-Up:
“All Inclusive Puerto Rico” Google.com Expedia.com “All Inclusive Vacations” Google.com
Click: Back-Up: Click: Back-Up: Click: Back-Up:
CheapCaribbean.com
CheapCaribbean com Google.com
Google com AllInclusiveOutlet.com
AllInclusiveOutlet com Google.com
Google com About.com
About com Google.com
Google com
Direct Type: Click: Back-Up: Click: Refine Search:
Orbitz.com SaveOnVacationPackages.com Google.com Expedia.com “Puerto Rico All Inclusive”
Direct T
Di t Type: Search: Click: Direct T
Di t Type: 2 Days Later:
Log Off
Google.com “Puerto Rico Hotel” CopaMarina.com Expedia.com Booked on Expedia
Source: Compete, Inc. May 2009

10. 1. Search: Travel research intensifies
Log on: Search: Click: Back-Up: Click: Back-Up:
Google.com “Galveston Cruises” AffordableTours.com Google.com Cruise.com Google.com
In the short term… Back-Up:
Refine Search: Back-Up: Click: Click:
Engage at every touch point
Click:
point.
“Galveston Cruises Cheap”
p
Back-Up:
Google.com
g
Click:
GalvestonCruises.com
Direct Type:
Google.com
g
Search:
VacationsToGo.com
Click:
CruiseMagic.com Google.com eCruises.com Google.com “Vacation Spots” Travelocity.com
Click: Refine Search: Back-Up:
p Click: Back-Up:
p
DiscountThemeParkVacations.com “Disney World Vacations” Google.com About.com Google.com
Direct Type: Search: Refine Search: Click: Back-Up: Click:
Google.com “Free Vacations” “Cheap Vacations” Orbitz.com Google.com CheapTickets.com
Refine Search: Back-Up: Click: Refine Search: Back-Up:
In the long term…
“All Inclusive Puerto Rico” Google.com Expedia.com “All Inclusive Vacations” Google.com
Expect search to influence
p
Click:
CheapCaribbean.com
CheapCaribbean com
Back-Up:
Google.com
Google com
Click:
AllInclusiveOutlet.com
AllInclusiveOutlet com
Back-Up:
Google.com
Google com
Click:
About.com
About com
Back-Up:
Google.com
Google com
almost all travel purchases.
Direct Type:
Orbitz.com
Click:
SaveOnVacationPackages.com
Back-Up:
Google.com
Click:
Expedia.com
Refine Search:
“Puerto Rico All Inclusive”
Direct T
Di t Type: Search: Click: Direct T
Di t Type: 2 Days Later:
Log Off
Google.com “Puerto Rico Hotel” CopaMarina.com Expedia.com Booked on Expedia

11. 2. Video: How we watch, then vs. now
vs
12 million 110 million
9.2x more reach

12. 2. Video + Community + Creativity = Engagement
#2 1B
1B+ 20
20+ #2
site in global video views hours of video global search
minutes each day uploaded each engine
minute
Entertainment Information Community

13. 2. Video: Interactive storytelling

14. 2. Video: Interactive storytelling
In the short term…
Engage with consumers on their
terms
In the long term…
50% of all video advertising will
% g
be addressable

15. 3. Mobile: Too big to ignore
6.7B 4B
8X 4X 3.5X 3X 2.5X
Source: TomiAhonen Consulting 2009

16. 3. Mobile: Relevance increasingly means mobile

17. 3. Mobile: Get it all on the go

18. 3. Mobile: Get it all on the go
In the short term…
Test your user experience.
experience
In the long term…
30% of online bookings will
% g
come from mobile.
18

19. 4.4. Cloud computing:Then and now
Cloud Computing: then and now

20. Google’s big bets
Search & ads Video
Cloud computing Mobility