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Going MobileNovember 2012                Proprietary & Confidential                                             1
Mobile is so important; putyour best people on mobile.If you don’t have a mobilestrategy, you are no longerrelevant       ...
The Business of Mobility1.5B Smartphone units                   Proprietary & Confidential                                ...
The Business of Mobility500M tablets soldSource: Flurry Analytics                           Proprietary & Confidential    ...
The Business of Mobility94 minutes a day inside apps Source: Flurry Analytics Image: Future Help Design                   ...
It’s the App Stupid                      Proprietary & Confidential                                                   6
The Business of Mobility41 Apps                   Proprietary & Confidential                                              ...
Embrace or Die?                                               …You have 2 years.                  Proprietary & Confidenti...
Resistance is futile                       Proprietary & Confidential                                                    9
Travel Apps              Proprietary & Confidential                                           10
Travel & DigitalIn 2000, the internet accounted for 1% of hotel bookings. Adecade later, bookings across digital channels ...
Travel & Mobile      70% of bookings via the phone are for same-day reservations,             likely equating to high pric...
That 61% researching online we mentioned...                    Proprietary & Confidential                                 ...
And mobile doesn’t mean just phone…Some hotels have reported an 18%increase for in-room dining orders sinceoffering mobile...
LBS      Proprietary & Confidential                                   15
Gamification               Proprietary & Confidential                                            16
Trend Example “Video”: why it mattersVideo is a core component of the booking and travel process             Online Video ...
Augmented Reality                    Proprietary & Confidential                                                 18
Growth: Mobile is on the rise in the travel market                           Travel app category growing                  ...
Content: How and what are they looking for?Mobile is part of the travel and growing, mostly done with search engines andof...
Economics: What’s in it for the business?               Cost for booking via phone are low                         Proprie...
The Exicon AppCycleTM   MEASURE                                      DEFINE   DEPLOY                                      ...
DEFINE e.g.   Hotels                       Proprietary & Confidential                                                    23
DEFINE e.g.      Airport Arrivals1. “Ah, there is Carousel 12. My luggage              1                            2   sh...
DEFINE e.g.   Tickets                        Proprietary & Confidential                                                   ...
BUILD   Choose your Developer well                  Proprietary & Confidential                                            ...
BUILD e.g.   Options for Scale                                           Developed by 3rd parties                       Pr...
DEPLOY e.g.   Appstores                          Proprietary & Confidential                                               ...
DEPLOY e.g      Comodo Instagram Menu             Proprietary & Confidential                                          29
MEASURE   What does success look like?                    Proprietary & Confidential                                      ...
Contact us                                          CEO / EXICON                                          Stefan Rust     ...
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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 presented at the World Travel Market in London the current mobile landscape in the Travel & Hospitality industry. http://www.exiconglobal.com/report-download/going-mobile

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Transcript of "Going Mobile at World Travel Market 2012"

  1. 1. Going MobileNovember 2012 Proprietary & Confidential 1
  2. 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. 3. The Business of Mobility1.5B Smartphone units Proprietary & Confidential 3
  4. 4. The Business of Mobility500M tablets soldSource: Flurry Analytics Proprietary & Confidential 4
  5. 5. The Business of Mobility94 minutes a day inside apps Source: Flurry Analytics Image: Future Help Design Proprietary & Confidential 5
  6. 6. It’s the App Stupid Proprietary & Confidential 6
  7. 7. The Business of Mobility41 Apps Proprietary & Confidential 7
  8. 8. Embrace or Die? …You have 2 years. Proprietary & Confidential 8
  9. 9. Resistance is futile Proprietary & Confidential 9
  10. 10. Travel Apps Proprietary & Confidential 10
  11. 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. 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. 13. That 61% researching online we mentioned... Proprietary & Confidential 13
  14. 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. 15. LBS Proprietary & Confidential 15
  16. 16. Gamification Proprietary & Confidential 16
  17. 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. 18. Augmented Reality Proprietary & Confidential 18
  19. 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:http://www.emarketer.com/Article.aspx?R=1009408 Proprietary & Confidential 19
  20. 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. 21. Economics: What’s in it for the business? Cost for booking via phone are low Proprietary & Confidential 21
  22. 22. The Exicon AppCycleTM MEASURE DEFINE DEPLOY BUILD Proprietary & Confidential 22
  23. 23. DEFINE e.g. Hotels Proprietary & Confidential 23
  24. 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. 25. DEFINE e.g. Tickets Proprietary & Confidential 25
  26. 26. BUILD Choose your Developer well Proprietary & Confidential 26
  27. 27. BUILD e.g. Options for Scale Developed by 3rd parties Proprietary & Confidential 27
  28. 28. DEPLOY e.g. Appstores Proprietary & Confidential 28
  29. 29. DEPLOY e.g Comodo Instagram Menu Proprietary & Confidential 29
  30. 30. MEASURE What does success look like? Proprietary & Confidential 30
  31. 31. Contact us CEO / EXICON Stefan Rust EMAIL stefan@exiconglobal.com WEBSITE www.exiconglobal.com FOLLOW US @exicon Proprietary & Confidential 31
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