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Mobile Apps vs Web, david gelabert
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Mobile Apps vs Web, david gelabert

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Mobile Apps vs Mobile Web, where should you focus your investment

Mobile Apps vs Mobile Web, where should you focus your investment

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Mobile Apps vs Web, david gelabert Mobile Apps vs Web, david gelabert Presentation Transcript

  • +350 hotels, 35 countriesGet the most out of AppsEye for Travel, Oct 2011, Amsterdam. David Gelabert Country manager EMEA
  • 01. FACTS
  • Mobile Mobile 7 billion Internet Commerce people 33% 20% 5 30% 27% 28% 17% Billion 24% 23% Mobile Phones Worldwide 18% 18%Source: Mobile Internet Insights, Report Spain.Ipsos MediaCT Germany. The Media, Content and Technology Research Specialists. July 2011
  • FACTS ABOUT MOBILE 2013 2015more internet mobile users than more searches from mobile devices PCs internet users than searches from PC´s 5 !10% of ALL Google searches x TH W15% by December 2011 G RO20% by summer 2012 Source: Think Mobile, Google Spain. Mobile Internet Insights, Report Spain. Ipsos MediaCT Germany. The Media, Content and Technology Research Specialists. July 2011 Source: Mary Meeker Report 2011, Morgan Stanley Forecast 2010, Yahoo Forecast 2010
  • ONLY 10% of Websites are optimised for mobile navigation Source: Think mobile, Google SpainChange driven by consumer demand
  • WHAT´S GOING ON WITH APPS?More than 700.000 iphone and android apps developed…… about 340.000 downloads during this presentation… 14.000.000.000 downloads to date But… 80% of branded apps fail to achieve 1000 downloads... This doesn´t happen to your Website!
  • ”The idea doesn’t really matter, it’s about how fast you can pitch your project” CEO Yuilop, source, el pais semanal, sep 2011 Hold the button (14hrs) Press the button (2.036 taps in 30 sec) Aprox 1 MILLION downloads each app!
  • THE APP TRAP EXPENSIVE TO BUILD AND MAINTAIN LACK OF CONTROL CONSTANT UPDATES LACK OF EXPERTISE LOTS OF DOWNLOADS, FEW REGULARS
  • … so … why bother with an App?
  • a couple of advantages to consider…Performance: Responsiveness, navigation, product presentationOffline Mode: RoamingDevice attributes: GPS, voice recognition, camera,contacts.Architectural advantage in security:safer transactions Richer user experience Brand image Fast track bookings
  • 75% book city hotels, at short notice 67% members of our loyalty programme 44% are members and Frequent Travellers 33% are VIP clients (2% client base) 70% aged between 30 and 49 yearsFREQUENT HIGHTRAVELLERS VALUE CUSTOMERS
  • Why does George take his mobile travelling? INMEDIATE NEED OR RESPONSE 76% users are on the move 4 out of 10 users check their mobile right after TV or Radio ads LOCAL INFO 1/3 search for local info SOCIAL 350 million active users accessing FB via mobile phones ENTERTAINMENT 45% of smartphone users play on their mobile devices SHOP ASSISTANT 55% of users consult their smartphones while making buying decisions
  • How can we help, Mr Clooney? - I need a hotel, I´m at the airport 40% Bookings, same day stays 75% Bookings, city hotels 76% Users “on the go” 60% Users from public transport INMEDIATE NEEDApp for fast track bookings:1. Prioritised contents2. Remember contactand payment details3. Find hotels near me4. Take me thereMore info at: http://googlemobileads.blogspot.com/
  • Think local: While you´re at the hotel Your resort guide Book your service Communication Social Tactical promotions Branding
  • But remember, mobile users will forget your app, unless they have a good reason to use it again…1 – Make it relevant to serve your customers´ needs (immediate, local, social, entertainment, shop assistant)2 – Think about added values that stick with your customer base
  • 02. How about a Mobilewebsite instead? (most haven´t downloaded your app)
  • Actually…x 3 morevisitsx 10 morevisits
  • MOBILE WEBSITETHE PROS THE CONS1. COST EFFECTIVE 1. VIRTUALLY USELESS WITHOUT INTERNET ACCESS2. MULTI PLATFORM, COMPATIBLEWITH ALL DEVICES 2. NOT AS RESPONSIVE AS AN APP3. CONTROL, REAL TIME UPDATES 3. NOT FULLY OPTIMISED FOR ANY DEVICE4. INTEGRATION WITH SEARCH& MEDIA PLANS5. HTML5 ADVANCES FAST
  • HTML5 = YOUR FISHING NET APPS = REWARD YOUR FOR THE MASSES FREQUENT CUSTOMERS
  • 03. TipsPut your (mobile) user firstThink about mobile in your media plansOptimise performance constantlyConsider hybrids (webapps)
  • THANKS FOR LISTENING!david.gelabert@melia.comCountry Manager - EMEAmelia.com