• Like
  • Save
Orbitz   mobile & travel industry - for distribution
Upcoming SlideShare
Loading in...5
×
 

Orbitz mobile & travel industry - for distribution

on

  • 1,033 views

Mobile has exploded on to the scene this year. Not surprising since there are 284 million phones for 310 million people in the U.S. Add to that 17 million tablets were sold in 2010. But what do ...

Mobile has exploded on to the scene this year. Not surprising since there are 284 million phones for 310 million people in the U.S. Add to that 17 million tablets were sold in 2010. But what do people really want from these portable devices? How do we create an experience that delights them enough to gain brand loyalty in the competitive travel industry? Hugh Jedwill, CEO of Mobile Anthem, uses his background in brand marketing to describe mobile behaviors and discuss how to use them to create a compelling product that will create loyalty and drive business.

Statistics

Views

Total Views
1,033
Views on SlideShare
1,031
Embed Views
2

Actions

Likes
1
Downloads
0
Comments
0

2 Embeds 2

http://paper.li 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Orbitz   mobile & travel industry - for distribution Orbitz mobile & travel industry - for distribution Presentation Transcript

    • @mobilebrandingMobile Marketing &The Travel IndustryPresented to OrbitzJune 1, 2011 Hugh Jedwill, CEO, Mobile Anthem @mobilebranding
    • @mobilebrandingOutline Expectations Background Journey Behaviors Design/Business Strategy
    • @mobilebrandingBackground
    • @mobilebrandingBackground: About Mobile Anthem
    • @mobilebrandingBackground: Brief History of Mobile 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US “greed is good” +5 yrs, 2010 - Foursquare
    • @mobilebrandingBackground: Mobile Promise - McD’s 2011
    • @mobilebrandingBackground: Internet 1996
    • @mobilebranding Background: Size of the Global Market Human population4.0 Mobile phone subs Internet users Landline phones TV sets3.0 Banking accounts 2.0 1.0 Emerging 0 Industrialized * TomiAhonen Almanac 2010
    • @mobilebrandingBackground: The Three Blind Men & The Elephant
    • @mobilebrandingTravel becomes Mobile Increasingly, travelers are turning to their mobile devices to help research, plan, manage, document, and share their travel experiences. Next year, 15.1 million people are expected to book travel using a mobile device. “Mobile Travel Takes Off,” March 2011, eMarketer
    • @mobilebrandingTravel becomes Mobile Check-in service users...are 86% more likely to access mobile travel services than average smartphone users. “Mobile Users Warm Up to the Check-In,” May 2011, eMarketer
    • @mobilebranding The Journey: Presenter - Building Brands22 in 10
    • @mobilebrandingThe Journey: Presenter - Building Brands
    • Internal coordinationLatest news in resistanceInternational relations#Libyana
    • Life
    • Behaviors
    • @mobilebrandingBehaviors: What is Mobile?
    • @mobilebrandingBehaviors: What is Mobile?
    • @mobilebrandingBehaviors: What is Mobile?
    • @mobilebrandingBehaviors: What is Mobile? Is it size? Features? Activities?
    • @mobilebranding Behaviors: 30 Minutes vs. 30 Seconds Planned vs. Unplanned Sitting Standing/Walking Create Consume Big display Small display Keyboard and mouse Keypad and camera Concentrate Multi-task Email SMS PC/Laptop Cellphone1. Tomi Ahonen, Almanac 2010
    • @mobilebrandingBehaviors: What Do Consumers Want? 0.5 0.4 0.3 0.1 0 Social Norms Utility Mobile Savvy Attitude Info-SeekingDRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORKAND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
    • @mobilebranding Behaviors: Motivated by Mobility: 39% Positive attitude... 8 and improving 8 Hard to give up mobile... and getting harder to 7 Segmentation: 9 Digital Collaborators 8% 7 Ambivalent Networkers 7% Media Movers 7% Roving Nodes 9% Mobile Newbies 8% Digital Collab Ambiv Networkers Media Movers Roving Nodes Mobile Newbies1. Pew Internet & American Life Project, The Mobile Difference, March 2009
    • @mobilebranding Behaviors: OK with Stationary: 61% No mobile pull Technology plateau 13 14 Segmentation: Desktop Veterans 13% Drifting Surfers 14% Information Encumbered 10% 10 14 Tech Indifferent 10% 10 Off the Network 14% Desktop Veterans Drifting Surfers Info Encumbered Tech Indiff Off Network1. Pew Internet & American Life Project, The Mobile Difference, March 2009
    • @mobilebrandingBehaviors: Who is Really OK with Stationary?
    • @mobilebrandingA Strategy for Design
    • @mobilebrandingThe New Marketing Reality Consumers have control are savvier are connected It’s about content The winners will know their consumers...
    • @mobilebrandingTravel is an ExperienceEXPERIENCE MOBILE POTENTIALVALUE CHAINAwareness Mobile Banners Increasingly, travelers are turning to theirResearch mWeb, Apps mobile devices to help research, plan,Decision mWeb, Apps manage, document, and share their travelBooking mWeb, Apps experiences.Travel to mWeb, Apps, LBS “Mobile Travel Takes Off,” March 2011, eMarketerVacation mWeb, Apps, LBSTravel from mWeb, Apps, LBSMemories mPhotos, mTravelogue
    • @mobilebrandingPOP - Points of Parity
    • @mobilebrandingPOD - Points of Difference
    • @mobilebrandingConsumer Is Boss: You Are NOT the customer...even if you are Homer as Focus Group
    • @mobilebrandingCIB: You Are NOT the Customer “Who uses SMS? I don’t use it.” - Chicago area mobile UX designer It’s the most commonly use feature of mobile More Texts than calls Teens girls text 4,050/mn
    • @mobilebrandingYou Must Target ...or you will not hit anything
    • @mobilebrandingYou Must Target
    • @mobilebrandingDon’t Change Behaviors
    • @mobilebrandingEnable Existing Behaviors Gillette Venus Spring Break Campaign ‘06 • Memories with Friends: Photos on the beach • Hook-ups: Textual Flirting • Bored while traveling: VenusBeach mobile game Photo Anthem™ Textual Flirting™VenusBeach Mobile game
    • @mobilebrandingUse Insights Underlying behaviors Shaving for men AFFIRMS their masculinity
    • @mobilebrandingFor women, shaving REVEALS their feminimity
    • @mobilebrandingUse Insights Which is why Intuition and Breeze were big hits
    • @mobilebrandingBe Courageous Facebook was almost shut down ...in 2006 “Everyone was freaking out,” Ben Parr, then a junior at Northwestern University
    • @mobilebrandingBe Courageous“A lot of this isjust social normscatching up withwhat technologyis capable of ”- MarkZuckerberg
    • @mobilebrandingDo Good - Your Consumers Like It
    • @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
    • @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
    • @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
    • @mobilebranding LEGEND Inverse Law of Mobile Color refers to hype RED = overhyped GREEN = underhypedBlow Size = consumer potentialYour Aug-Mind mented RealityQuality of Interaction Apps mWeb 2D mVideo Codes LBS MMS IVR SMSYawn 0% Market Reach 100%
    • THANK YOU! Hugh Park Jedwill CEO/Founder Mobile AnthemText “anthem” to 41411 for presentation link @mobilebrandinghugh@mobileanthem.com 312.912.2837 (m)