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Oliver Clark from Fiksu - presentation @ Mobile Travel & Tourism Summit 2014

Oliver Clark from Fiksu - presentation @ Mobile Travel & Tourism Summit 2014

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Oliver clark   fiksu Oliver clark fiksu Presentation Transcript

  • In-flight Engagement - Connecting with Travellers Through Apps Oliver Clark, Director of Sales, EMEA
  • Provider of integrated app marketing products that deliver cohesive mobile app marketing to optimize user acquisition. About Fiksu 800CLIENTS 2300APPS 300% YEAR OVER YEAR GROWTH 230EMPLOYEES 3CONTINENTS Media Buying – Tracking - Optimisation Boston London SingaporeSan Francisco Helsinki Seoul Tokyo
  • Client Examples
  • The Mobile Opportunity
  • $100 Billion Dollar Mobile App Economy Smartphone owners check their devices 150x / day 75% of adults pick up their smartphone within 15 minutes of waking up $92 billion in revenue will be generated by mobile apps in 2018 Apple and Google Play app store downloads topped102 billion in 2013 Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage 2B smartphones expected to ship in 2014 – vs. 300M PCs 2013 mobile app revenue Fiksu estimate: $38 B Gartner – Dec 2013ABI Research, March 2013 Various GARTNER – Sept 2013 ABI Research, March 2013
  • Mobile Time Is Spent in Apps 13% 87% Mobile Web APP
  • E-commerce Is Mobile 50%
  • Social Is Mobile 75%
  • Bookings Will Move to Mobile… More than one-quarter of US travellers said they turned to their phones for destination selection and shopping.
  • … Despite User Frustrations “Airlines in particular were the most clueless of travel providers when it came to easy smartphone integration with websites and applications.” -- June 2013 polling by Google and Ipsos MediaCT “More than half (53%) do not trust apps… Respondents (16%) also say that, aside from the big brands, they don’t know who is behind the apps” -- January 2014 poll by Sunshine (UK travel agency)
  • Connecting With Your Most Valuable Travellers Yes 71% No 23% Not Sure 6% Yes No Not Sure Affluent travellers: Have you downloaded an app for your travel loyalty or rewards programs?
  • Travel Industry Has Been Disrupted Before…
  • … And Could Be Disrupted Again
  • Are You Keeping Up? “This year, we have increased our mobile marketing and are spending a good amount on driving mobile downloads for our app, which is something that at this time last year we really weren’t doing. We believe that there’s good long- term value in doing it and are spending more on mobile downloads and mobile marketing than we have before.” -- Jon Guljord, senior director of marketing operations, Expedia
  • Case Study: HotelTonight • Big name competition: Expedia, Kayak, Travelocity, Priceline • Partnered with Fiksu to drive downloads quickly • Cost per install (CPI) quickly dropped to $0.30, eventually $0.20 • Cost per registration stayed below $2 • Hit #1 on Travel Charts; stayed top 25 for most of two years
  • Case Study: HotelTonight Fiksu is “a true partner in achieving our business growth” and “our ace in the hole.” -- Sam Shank, CEO, HotelTonight
  • Getting To Your Destination
  • App Store Success Is Within Your Reach 0 1000 2000 3000 4000 5000 6000 7000 US UK Germany France Estimated downloads / day to reach top 25 in Travel (iOS) Average CPI for 2014: $1.20 - $1.29
  • An Environment of Constant Change
  • Programmatic Marketing Illustrated Before $0.95 After $0.74
  • Final Thought “If airlines continue to lag consumer demand in updating technology, they’ll miss the chance to connect directly with travellers, hindering opportunities for significant incremental revenue growth.” -- eMarketer
  • Want to talk? oclark@fiksu.com www.fiksu.com @fiksu Thank You! Learn more: www.fiksu.com/ebooks