@mobilebrandingMobile Marketing &The Travel IndustryPresented to OrbitzJune 1, 2011                 Hugh Jedwill, CEO, Mob...
@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          ...
@mobilebrandingBackground: Mobile Promise - McD’s 2011
@mobilebrandingBackground: Internet 1996
@mobilebranding Background: Size of the Global Market                       Human population4.0                    Mobile ...
@mobilebrandingBackground: The Three Blind Men & The Elephant
@mobilebrandingTravel becomes Mobile Increasingly, travelers are turning to their mobile devices to help research, plan, m...
@mobilebrandingTravel becomes Mobile Check-in service users...are 86% more likely to access mobile travel services than av...
@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                   ...
@mobilebrandingBehaviors: What Do Consumers Want? 0.5  0.4   0.3    0.1         0 Social Norms            Utility         ...
@mobilebranding Behaviors: Motivated by Mobility: 39%     Positive attitude...                                            ...
@mobilebranding Behaviors: OK with Stationary: 61%     No mobile pull     Technology plateau                              ...
@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 ...
@mobilebrandingTravel is an ExperienceEXPERIENCE MOBILE POTENTIALVALUE CHAINAwareness     Mobile Banners         Increasin...
@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 ...
@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 b...
@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 jun...
@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                            ...
@mobilebranding                          TV       PRINT                               RadioOOH                            ...
@mobilebranding                      TV       PRINT                           RadioOOH                                    ...
@mobilebranding                                                              LEGEND      Inverse Law of Mobile            ...
THANK YOU!  Hugh Park Jedwill    CEO/Founder   Mobile AnthemText “anthem” to 41411  for presentation link    @mobilebrandi...
Orbitz   mobile & travel industry - for distribution
Orbitz   mobile & travel industry - for distribution
Orbitz   mobile & travel industry - for distribution
Orbitz   mobile & travel industry - for distribution
Orbitz   mobile & travel industry - for distribution
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Orbitz mobile & travel industry - for distribution

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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.

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Orbitz mobile & travel industry - for distribution

  1. 1. @mobilebrandingMobile Marketing &The Travel IndustryPresented to OrbitzJune 1, 2011 Hugh Jedwill, CEO, Mobile Anthem @mobilebranding
  2. 2. @mobilebrandingOutline Expectations Background Journey Behaviors Design/Business Strategy
  3. 3. @mobilebrandingBackground
  4. 4. @mobilebrandingBackground: About Mobile Anthem
  5. 5. @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
  6. 6. @mobilebrandingBackground: Mobile Promise - McD’s 2011
  7. 7. @mobilebrandingBackground: Internet 1996
  8. 8. @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
  9. 9. @mobilebrandingBackground: The Three Blind Men & The Elephant
  10. 10. @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
  11. 11. @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
  12. 12. @mobilebranding The Journey: Presenter - Building Brands22 in 10
  13. 13. @mobilebrandingThe Journey: Presenter - Building Brands
  14. 14. Internal coordinationLatest news in resistanceInternational relations#Libyana
  15. 15. Life
  16. 16. Behaviors
  17. 17. @mobilebrandingBehaviors: What is Mobile?
  18. 18. @mobilebrandingBehaviors: What is Mobile?
  19. 19. @mobilebrandingBehaviors: What is Mobile?
  20. 20. @mobilebrandingBehaviors: What is Mobile? Is it size? Features? Activities?
  21. 21. @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
  22. 22. @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
  23. 23. @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
  24. 24. @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
  25. 25. @mobilebrandingBehaviors: Who is Really OK with Stationary?
  26. 26. @mobilebrandingA Strategy for Design
  27. 27. @mobilebrandingThe New Marketing Reality Consumers have control are savvier are connected It’s about content The winners will know their consumers...
  28. 28. @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
  29. 29. @mobilebrandingPOP - Points of Parity
  30. 30. @mobilebrandingPOD - Points of Difference
  31. 31. @mobilebrandingConsumer Is Boss: You Are NOT the customer...even if you are Homer as Focus Group
  32. 32. @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
  33. 33. @mobilebrandingYou Must Target ...or you will not hit anything
  34. 34. @mobilebrandingYou Must Target
  35. 35. @mobilebrandingDon’t Change Behaviors
  36. 36. @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
  37. 37. @mobilebrandingUse Insights Underlying behaviors Shaving for men AFFIRMS their masculinity
  38. 38. @mobilebrandingFor women, shaving REVEALS their feminimity
  39. 39. @mobilebrandingUse Insights Which is why Intuition and Breeze were big hits
  40. 40. @mobilebrandingBe Courageous Facebook was almost shut down ...in 2006 “Everyone was freaking out,” Ben Parr, then a junior at Northwestern University
  41. 41. @mobilebrandingBe Courageous“A lot of this isjust social normscatching up withwhat technologyis capable of ”- MarkZuckerberg
  42. 42. @mobilebrandingDo Good - Your Consumers Like It
  43. 43. @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
  44. 44. @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
  45. 45. @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
  46. 46. @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%
  47. 47. THANK YOU! Hugh Park Jedwill CEO/Founder Mobile AnthemText “anthem” to 41411 for presentation link @mobilebrandinghugh@mobileanthem.com 312.912.2837 (m)

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