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Going Mobile at World Travel Market 2012


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As PC sales fall, smartphone sales continue to rocket with Android taking the lions share. Is mobile working for your organization or are you in danger of being left behind? Stefan Rust, CEO of Exicon …

As PC sales fall, smartphone sales continue to rocket with Android taking the lions share. Is mobile working for your organization or are you in danger of being left behind? Stefan Rust, CEO of Exicon presented at the World Travel Market in London the current mobile landscape in the Travel & Hospitality industry.

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  • 1. Going MobileNovember 2012 Proprietary & Confidential 1
  • 2. Mobile is so important; putyour best people on mobile.If you don’t have a mobilestrategy, you are no longerrelevant Eric Schmidt Former CEO and current Executive Chairman, Google Proprietary & Confidential 2
  • 3. The Business of Mobility1.5B Smartphone units Proprietary & Confidential 3
  • 4. The Business of Mobility500M tablets soldSource: Flurry Analytics Proprietary & Confidential 4
  • 5. The Business of Mobility94 minutes a day inside apps Source: Flurry Analytics Image: Future Help Design Proprietary & Confidential 5
  • 6. It’s the App Stupid Proprietary & Confidential 6
  • 7. The Business of Mobility41 Apps Proprietary & Confidential 7
  • 8. Embrace or Die? …You have 2 years. Proprietary & Confidential 8
  • 9. Resistance is futile Proprietary & Confidential 9
  • 10. Travel Apps Proprietary & Confidential 10
  • 11. Travel & DigitalIn 2000, the internet accounted for 1% of hotel bookings. Adecade later, bookings across digital channels breached 50%. Distirbution Channel Analysis: A Guide for Hotels, Green, Cindy Estis and Lomanno, Mark 201261% of US internet users research travel online prior to booking How Travel Brands manage their online reputation making the most of owned, earned and Paid media, Emarketer, November 2011Cost of booking on their own sites ($2-$6) vs OTA ($40-$120) International Hotel Industry Mintel, September 2011 Proprietary & Confidential 11
  • 12. Travel & Mobile 70% of bookings via the phone are for same-day reservations, likely equating to high price/margin bookings. Proprietary & Confidential 12
  • 13. That 61% researching online we mentioned... Proprietary & Confidential 13
  • 14. And mobile doesn’t mean just phone…Some hotels have reported an 18%increase for in-room dining orders sinceoffering mobile features. More hotels distribute iPads to guests for ordering room service, amenities, USA today, Roger Yu, June 2011 Proprietary & Confidential 14
  • 15. LBS Proprietary & Confidential 15
  • 16. Gamification Proprietary & Confidential 16
  • 17. Trend Example “Video”: why it mattersVideo is a core component of the booking and travel process Online Video becomes key feature Videos along the whole planning process Video for Sharing 10M DownloadsSources: Think Travel. Proprietary & Confidential 17
  • 18. Augmented Reality Proprietary & Confidential 18
  • 19. Growth: Mobile is on the rise in the travel market Travel app category growing Mobile is part of the travel experience • Travel is the second most important app category measured by app usage growth year-on-yearSource: Emarketer: Proprietary & Confidential 19
  • 20. Content: How and what are they looking for?Mobile is part of the travel and growing, mostly done with search engines andoften very targeted Mobile Access is growingSource: Yiibu, Think Travel,. Proprietary & Confidential 20
  • 21. Economics: What’s in it for the business? Cost for booking via phone are low Proprietary & Confidential 21
  • 22. The Exicon AppCycleTM MEASURE DEFINE DEPLOY BUILD Proprietary & Confidential 22
  • 23. DEFINE e.g. Hotels Proprietary & Confidential 23
  • 24. DEFINE e.g. Airport Arrivals1. “Ah, there is Carousel 12. My luggage 1 2 should be there in about 27seconds!”2. “What does that say?”3. “I should buy my return train fare while I remember.” 44. “I’m so exhausted I won’t drive to my 3 cousins tonight. I’d better book a hotel for tonight.”5. “I should change my car booking to 6 tomorrow.” 56. “How do I tell the taxi driver I want to pick up some food on the way to the hotel?” Proprietary & Confidential 24
  • 25. DEFINE e.g. Tickets Proprietary & Confidential 25
  • 26. BUILD Choose your Developer well Proprietary & Confidential 26
  • 27. BUILD e.g. Options for Scale Developed by 3rd parties Proprietary & Confidential 27
  • 28. DEPLOY e.g. Appstores Proprietary & Confidential 28
  • 29. DEPLOY e.g Comodo Instagram Menu Proprietary & Confidential 29
  • 30. MEASURE What does success look like? Proprietary & Confidential 30
  • 31. Contact us CEO / EXICON Stefan Rust EMAIL WEBSITE FOLLOW US @exicon Proprietary & Confidential 31