Exploring the Future Potential of AI-Enabled Smartphone Processors
The Power of Mobile Web for Tourism
1. the power of
mobile web for tourism
presented at Technology Solutions for Tourism, Edinburgh
http://www.flickr.com/photos/karen_roe
2. Part 1: The mobile landscape
http://www.flickr.com/photos/egfocus/6310425940
3. 77%
of the planet
owns a mobile devices
or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int
4. 85% of new handsets now include
a web browser ...and (most of) the rest
can easily install one
Source: Tomi Ahonen Consulting http://www.flickr.com/photos/bitchbuzz/3839355559
5. 1.3 billion
already use the ‘mobile internet’
...includes WAP and ‘real web’ via Tomi Ahonen Consulting
6. ...and for some of us, a mobile device
is the only access point
Russia 19%
UK 22%
China 22%
USA 25%
India 59%
25% of Egypt 70%
American’s
don’t use the 2-3GB home ADSL
Internet at all data ~$100/mth,
~$2/mth PAYG unlimited
mobile data
~$17/mth
Indonesia 44%
S. Africa 57%
Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010
Related: Opera mobile-only study specific to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
7. “
One of the interesting estimates is that there are
about 35 billion devices connected to the Internet.
Soon, there will be so many that we’ll stop
counting.
- Eric Schmidt, Google
http://www.flickr.com/photos/chelsea_nj/4223680604
8. but mobile devices
aren’t just small
http://www.flickr.com/photos/scobleizer/5263223798
10. we can dream up...
http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
11. “ With current growth rates, Web access by people
on the move—via laptops and smart mobile devices—
is likely to exceed web access from desktop
computers within the next five years.
...or by 2015 - Source: ITU vis mobiThinking http://www.flickr.com/photos/whiteafrican/2938685296
13. using the internet
is no longer “an activity”...
http://www.flickr.com/photos/whatcouldgowrong/5320553588
14. envir
onme
n t focused user
privacy
reliable
network
unlimited
data
comfy chair
with a specific context
full-sized keyboard
work surface
reliable power source
http://www.flickr.com/photos/fuzzcat/22019163
15. ...and therefore web
browser
the best computer is now
the one you have with you
http://www.flickr.com/photos/ghewgill/5046616680
16. “
...the mobile internet is more convenient
than my home connection...
say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF
http://www.flickr.com/photos/earlysound/4490601295
17. this is having a dramatic impact on
our behaviour and our expectations...
http://www.flickr.com/photos/misbehave/2352753067
18. public space
distractions
this is (still) ‘mobile’...
limited aention
glanceable?
one hand simple?
tedious input
personal
http://www.flickr.com/photos/oimax/3800475934
19. environment reliable
network
focused user
unlimited data
full-sized
but it’s now also this...
keyboard
privacy
comfy work surface
chair
reliable power source
http://www.flickr.com/photos/othree/5224045406
20. focused
user
1hr train ride
privacy
reliable
network? comfy
unlimited wi ? chair
two
hands
reliable power source?
and this...
21. typing with prone to
one hand interruptions
and this...
gravity
http://www.flickr.com/photos/jakecaptive/156377806
22. ...and soon this
“Sir, we’ll be landing soon. Could you please shut off your book?”
- Flight attendant, April 2011
23. mobile stereotypes
are still correct
http://www.flickr.com/photos/perspective/551635568/
24. mobile is incredibly useful
“on the go”
http://www.flickr.com/photos/unlistedsightings
25. 80% use mobile during
miscellaneous downtime...
Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/akashkurdekar/2959140399
26. 80% use mobile while waiting
in line or for an appointment...
Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bensutherland/5279672723
27. is she a “typical
mobile user”?
what is a “typical
mobile user”?
but the device and context
no longer go hand-in-hand
http://www.flickr.com/photos/7802947@N02/5547816310
28. mobile is increasingly being combined with longer
or completely ‘non-mobile’ contexts or activities...
29. 62% use mobile
while watching TV
Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bcmom/375125992
30. 64% use mobile
at work
Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/cogdog/4031808064
31. 69% use mobile for
point of sale research
while shopping
Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/lollaping/3327541574
32. mobile is also used
to time-shift
59% ...and follow up
sometimes on the PC
visit a site
on mobile
Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
33. 34%
visit a site on
and follow-up
on mobile
the PC
Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
34. Research on smartphone,
and so on...
67% then buy in store.
Research on smartphone,
23% then visit store to check
product out, then buy on PC.
Research on smartphone,
16% then visit store to check product
out, then buy on smartphone.
Visit store, then buy
9% on smartphone.
Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
35. ...facilitating completion
of larger tasks
“The most expensive item sold via eBay’s
mobile app was a 1985 Piper PA-46-310P
Malibu airplane for $265,000.“ src: Mashable
http://en.wikipedia.org/wiki/Piper_PA-46
36. “The largest purchase on the M&S mobile
web site last Christmas was two sofas
costing over £3000 ($5000)“ src: Marketing Week
and important life decisions...
http://www.flickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
38. the power of mobile
is that it acts as a bridge
between physical and
digital experiences
http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
40. mobile use is growing
rapidly amongst travellers
http://www.flickr.com/photos/spree2010/4930763550
41. over the past 6
months mobile web
traffic to travel sites
has increased by
72%
Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/msciba/519772500
42. mobile now
accounts for 17.4% of access to all
travel sites
Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/paleontour/124416789
43. Source: Mobile browsing on travel sites up 72%
47% expect to use their mobile device for
their travel needs at their destination
44. 37%
will use a mobile
device for restaurants
research
Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/edans/4006273845
45. 26%
will use a mobile
device for attraction
and accommodations
research
Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/anniemole/5354206703
46. the average length of mobile research
sessions is surprisingly long...
31 min
travel
19 min
17 min food &
dining beverage
dining food & travel
beverage
Source: Mobile shopping framework study, Yahoo a
http://www.flickr.com/photos/johanl/5619897608
48. before the journey....
“I’m planning 14%
of laptop users book a hotel
my holidays”
for the same day
Source: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
49. during the journey....
“...where shall
we go next...?”
30%
of tablet phone
users book a hotel
for the same day
Source: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
50. just in time....
“@!&*...we
missed our 65%
of mobile phone
flight...!” users book a hotel
for the same day
Source: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
51. so how does this all add up?
(a few examples....)
69. Part 4: Tips and ideas
http://www.flickr.com/photos/chrisbrenschmidt/1832787028
70. TIPS
For those who don’t yet offer a mobile
optimised experience....
71. developing a mobile strategy takes time,
but there are things you can do today...
72. Step #1
Check your analytics
determine which devices access your site most often
and what pages or sections are most popular
• this valuable information can inform testing, design
and your overall mobile strategy
Reminder: traffic to from mobile to desktop sites is
approaching 10% globally (and over 17% for travel sites!)
73. Step #2
Test the most critical and commonly
accessed content from your desktop site
using the devices discovered in step 1
• ensure mobile users can accomplish key tasks such as
logging-in, reviewing a menu or events calendar, or
completing a purchase or booking (even if the overall
usability is sometimes poor)
• fix as many problems as you can and/or add them to
your mobile strategy roadmap
74. BONUS
Test all your partner services!
• third party services such as advertising, font hosting,
social media widgets, and even analytics may not work on
all mobile devices
• some may fail while others may slow page load
• be sure to test any service that delivers key functionality
(e.g. commenting plugins, analytics and even social
widgets if you rely on these to track engagement)
75. BONUS
Be pragmatic
• take advantage of services that are already well optimised
• Facebook • TripAdvisor
• Twitter • Google Maps
• YouTube • SlideShare
Note: ‘well optimised’ means lightweight, with mobile
friendly layout, good level of site-to-site URL integrity and
support for most modern smartphones.
76. Step #3
Lighten up!
• look for opportunities to reduce page weight
• this will also assist laptop users who may access your
site using unpredictable coffee shop and airport wi-fi
(besides...no one likes to surf a slow web site)
77. Step #4
Enhance where you can
• look for opportunities to enhance content using new
technologies (which are often supported on mobile and
desktop browsers)
• you don’t have to be on a mobile to appreciate the
value of location technologies when using a store
locator feature
• mobile users will always appreciate being able to click
a phone number to automatically trigger a call
78. origin of visitors to Scotland
many visitors pay
Scotland
for data while travelling 39%
Overseas
17% England
40%
Rest of UK
4%
Overseas visits comprised of:
• 51% Europe
• 15% US
• 4% Canada
• 4% Australia
• 26% Rest of world
Source: Tourism Scotland 2007 http://www.flickr.com/photos/brunoleveque/5675275834
79. BONUS
Provide free wi-fi
• offering free wi-fi can drive traffic
• free wi-fi will encourages visitors to post photos,
share comments, or even consult your web site while
they are on-site
• if your attraction is outdoors, or extensive in size,
consider providing free wi-fi at common rest points
such as toilets or the coffee shop
80. wi-fi hotspot traffic is now
primarily coming from mobile
changing patterns in mobile usage at wi-fi hotspots
2008 99.9%
2008 88.5% 11.5%
2009 73.9%
2010 65.9% 34.1%
2011 41.1% 58.9%
laptop mobile device
Source: Boingo wi-fi hotspot trends http://www.flickr.com/photos/chelsea_nj/4223680604
81. TIPS
For those who already offer a mobile
optimised experience (could be a native
app or a mobile web site)...
82. Check your URLs
ensure users who email, Tweet or link to content can
access that URL from any device
• if equivalent content doesn’t exist on one of your sites,
implement a friendly error page offering the most likely
alternatives
(...if that content is ‘trapped’ within a native app, you may
still have a problem...)
84. Think of the user journey
explore other ways to tie the experiences together
• can a user begin a transaction on one site,
and complete it on another?
• can mobile phone users bail out of a transaction and
easily trigger a call (...reference number in hand so an
agent can complete that transaction)?
• could you better align language and task flow,
to improve usability for users who drift from one site
to another?
85. ...should I even
bother opening this
email marketing offer
on my phone?
40%
use mobile email
“almost every day”
(in 2010!)
Source: Comscore http://www.flickr.com/photos/zenilorac/698514624
86. BONUS
Start simple and experiment
• experiment with simple solutions that you can
launch quickly and cheaply
• think of ways to use tools that are already on the
device your audience is carrying
• use these trials to inform your long-term mobile
strategy
87. ...what is a cheap,
and quick alternative
to a paper map?
...or an expensive,
bespoke interactive one?
http://www.flickr.com/photos/janekm/217195273
88. downloadable PDF maps sized to fit the most common devices
accessing your web site (based on the data in your analytics)
most devices now have
very nice, zoomable,
searchable PDF readers
http://www.flickr.com/photos/webtreatsetc/4860505549/
89. remember, this is
your journey as well..
http://www.flickr.com/photos/puptoes74/4805467277
90. have fun...
take your time, and
listen to your visitors :-)
http://www.flickr.com/photos/lyng883/298967414/
91. s
contact u
at
hello@yiibu.com
find this presentation and many others at...
slideshare.net/yiibu
many thanks to the amazing photographers on
http://www.flickr.com/creativecommons/by-2.0
thank you
http://creativecommons.org/licenses/by/2.0
@yiibu
http://www.flickr.com/photos/tinou/453593446