Dispelling the myths about hotel mobile apps

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Mobile apps present a new and unique channel that all hotels must consider if they are serious about a comprehensive mobile marketing strategy. This webinar will clear up many of the myths that exist out there and that are incorrectly spreading through the hospitality industry.

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  • Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
  • Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
  • Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
  • Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
  • Stats about the guestBefore you can successfully market your app the most important thing to do is figure out who your guest is and what drives them. Answer some of these questions about your guest… What technology are they using? What motivation do they have to download and use your app?
  • Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
  • Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
  • Each employee has their own qr code so you can track how many downloads.
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
  • Use of QR Codes
  • Use of QR Codes
  • Dispelling the myths about hotel mobile apps

    1. 1. August 15, 2012Dispelling the mythsabout hotel mobile apps PRESENTED BY: Brian Fitzgerald, Mobile Media Applications Ask questions on twitter @mobilemediaappsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    2. 2. Webinar Objectives 1. Clear up many of the misconceptions that exist about mobile apps for hotels. 2. Give you the necessary information to accurately craft your mobile marketing strategy. 3. Share some information about Mobile Media Applications and Ustay.DISPELLING MOBILE APP MYTHS | AUGUST 2012
    3. 3. ABOUT US |DISPELLING MOBILE APP MYTHS | AUGUST 2012
    4. 4. Who We AreMobile Media Applications, LLCMobile app development company, founded in 2010Specializing in the hospitality industrySister company of O’Rourke Hospitality MarketingEasy to use software that’s affordableand measurableStaff of expertsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    5. 5. UstayThe leading app for hotelsSoftware platform that createsiPhone and Android apps for hotels.Allows hotels to add, edit, andpublish their content.Built for both individual hotelsand groups of hotels.DISPELLING MOBILE APP MYTHS | AUGUST 2012
    6. 6. UstayThe leading app for hotelsFEATURESBranded Design & Custom NavigationMobile BookingsLocal ScenePush NotificationsQR ScannerProperty InformationSpecial & Last Minute DealsAt Your ServiceGet SocialMultilingualDISPELLING MOBILE APP MYTHS | AUGUST 2012
    7. 7. THE MYTHSDISPELLING MOBILE APP MYTHS | AUGUST 2012
    8. 8. The Myths1. You need a separate app for each mobile platform2. Apps are expensive3. Customers don’t want and don’t use apps4. If you have a mobile website, you don’t need an app5. Marketing an app is expensiveDISPELLING MOBILE APP MYTHS | AUGUST 2012
    9. 9. MYTH #1 YOU NEED A SEPARATE APP FOR EACH MOBILE PLATFORMDISPELLING MOBILE APP MYTHS | AUGUST 2012
    10. 10. Mobile Operating System Market Share Microso Research In Mo on (Blackberry) 1st Qtr 2011 Market Share (%) Symbian 1st Qtr 2012 Market Share (%) iOS Android 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%DISPELLING MOBILE APP MYTHS | AUGUST 2012
    11. 11. Combined Android and iPhone represent 79% of the marketDISPELLING MOBILE APP MYTHS | AUGUST 2012
    12. 12. Technology Improvements There are now technologies that allow developers to build an app once and it is created for both iPhone and Android.DISPELLING MOBILE APP MYTHS | AUGUST 2012
    13. 13. TakeawaysYou don’t need to build separateapplications for the various mobileplatformsBuild once and solve for Apple andAndroid, addressing 79% of the marketDon’t worry about Blackberry andother mobile platformsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    14. 14. MYTH #2 APPS ARE EXPENSIVEDISPELLING MOBILE APP MYTHS | AUGUST 2012
    15. 15. Apps can be expensive… but don’t have to be.An app solution An app solutionwill be expensive… can be affordable…If you don’t understand the landscape If you find a partner that has experience building mobile appsIf you try to build an app on your own If you find a provider that hasIf you’re working with a partner who already invested in building andoesn’t know what they are doing application softwareDISPELLING MOBILE APP MYTHS | AUGUST 2012
    16. 16. Mobile app software vs. custom mobile app vs. mobile websiteDISPELLING MOBILE APP MYTHS | AUGUST 2012
    17. 17. TakeawaysApps don’t have to be expensiveBuilding a custom mobileapplication from scratch is not anoption for most hotelsMobile websites and mobile appsare very comparable in costFor roughly the equivalent of 1incremental room night per monthyou can have a mobile appDISPELLING MOBILE APP MYTHS | AUGUST 2012
    18. 18. MYTH #3 CUSTOMERS DON’T WANT AND DON’T USE APPSDISPELLING MOBILE APP MYTHS | AUGUST 2012
    19. 19. Our guests are going mobile Hospitality is the #2 industry for mobile engagement. 64% of app users say they view brands with mobile apps more favorably. 66% of Americans ages 24- 35 own a smartphone. By 2014, mobile Internet should take over desktop internet usage.DISPELLING MOBILE APP MYTHS | AUGUST 2012
    20. 20. The app marketplace is growing The average number of apps on smartphones for 2011 was 32, compared to 41 (so far) for 2012. 5% of apps in the app store are travel apps.DISPELLING MOBILE APP MYTHS | AUGUST 2012
    21. 21. The large hotel brands are adopting mobile MOBILE ADOPTION RATES ACROSS ALL PLATFORMS % of Brand on the following Mobile Platform (2011 vs. 2012) Source: L2 ThinktankDISPELLING MOBILE APP MYTHS | AUGUST 2012
    22. 22. Case Study – WorldMark SPAchieved tremendous download growth through website messaging & email marketing 3000 2500 2000 Downloads 1500 Apple Downloads Android Downloads 1000 500 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 WeekDISPELLING MOBILE APP MYTHS | AUGUST 2012
    23. 23. TakeawaysConsumers want and like appsApps are becoming prevalentacross many channels andmediumsDon’t use the excuse of,“my customers don’t want apps”DISPELLING MOBILE APP MYTHS | AUGUST 2012
    24. 24. MYTH #4 IF YOU HAVE A MOBILE WEBSITE YOU DON’T NEED AN APPDISPELLING MOBILE APP MYTHS | AUGUST 2012
    25. 25. Mobile Apps vs. Mobile WebConsumers are spending a great deal of time on BOTH mobile websites and mobile apps Time spent with mobile apps vs. mobile websites (billions of minutes) 120 100 80 Billions of minutes 60 Apps Minutes Website Minutes 40 20 0 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Month Source: http://www.emarketer.com/Article.aspx?R=1009155&ecid=a6506033675d47f881651943c21c5ed4 DISPELLING MOBILE APP MYTHS | AUGUST 2012
    26. 26. QUESTION IN YOUR COMPETITIVE MARKET, HOW CAN YOU CONTINUE TO DIFFERENTIATE AND ADD VALUE TO THE CUSTOMER?DISPELLING MOBILE APP MYTHS | AUGUST 2012
    27. 27. By using apps to enhance the guest’s journey at all stages PRE STAY PRE TAY STAY POST STAYDISPELLING MOBILE APP MYTHS | AUGUST 2012
    28. 28. Apps can do things better than mobile websitesProvide local information, itineraries and planning toolsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    29. 29. Apps can do things mobile websites can’tIntegrate with PMS systems for check-in & checkoutDISPELLING MOBILE APP MYTHS | AUGUST 2012
    30. 30. Apps can do things mobile websites can’tIntegrate with PMS systems for requesting services and receiving messagesDISPELLING MOBILE APP MYTHS | AUGUST 2012
    31. 31. Apps can do things mobile websites can’tIntegrate with PMS systems for ordering room serviceDISPELLING MOBILE APP MYTHS | AUGUST 2012
    32. 32. Apps can do things mobile websites can’tA mobile app, working with atechnology like Openways, canallow guest to bypass the front desk,check in on their phone and opentheir guestroomDISPELLING MOBILE APP MYTHS | AUGUST 2012
    33. 33. Guests want these types of features Hotel services that US business traveler would use if made available on mobile devices Checking in & out Special offers and discounts Guest services Percentage of respondents Business services None 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: http://www.emarketer.com/Article.aspx?id=1009207&R=1009207DISPELLING MOBILE APP MYTHS | AUGUST 2012
    34. 34. Apps can do things mobile websites can’tPush notifications Craft your message in our content management systemDISPELLING MOBILE APP MYTHS | AUGUST 2012
    35. 35. MYTH #5 MARKETING AN APP IS EXPENSIVEDISPELLING MOBILE APP MYTHS | AUGUST 2012
    36. 36. MARKET YOUR APPStaff IdentificationDISPELLING MOBILE APP MYTHS | AUGUST 2012
    37. 37. MARKET YOUR APPWebsite MessagingDISPELLING MOBILE APP MYTHS | AUGUST 2012
    38. 38. MARKET YOUR APPSocial MediaDISPELLING MOBILE APP MYTHS | AUGUST 2012
    39. 39. MARKET YOUR APPEmail Marketing Email Campaigns Email Signatures Confirmation Emails Thank You EmailsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    40. 40. MARKET YOUR APPPress Releases Submit to news outlets Repurpose on your blog Submit using paid circulationDISPELLING MOBILE APP MYTHS | AUGUST 2012
    41. 41. MARKET YOUR APPIn-room messaging Screen about app on IPTV station HSIA login Screen Table tents near charging station in roomDISPELLING MOBILE APP MYTHS | AUGUST 2012
    42. 42. MARKET YOUR APPFood and Beverage Outlets Table tents & Menus Coasters on barDISPELLING MOBILE APP MYTHS | AUGUST 2012
    43. 43. MARKET YOUR APPFolio Print OutDISPELLING MOBILE APP MYTHS | AUGUST 2012
    44. 44. Marketing – Case StudyUse of QR CodesMagazine AdsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    45. 45. Marketing – Case StudyUse of QR CodesMagazine AdsDISPELLING MOBILE APP MYTHS | AUGUST 2012
    46. 46. RECAPTakeawaysDISPELLING MOBILE APP MYTHS | AUGUST 2012
    47. 47. Summary1. You do not need a separate app for each mobile platform2. Apps do not have to be expensive3. Customers want apps and are increasingly relying on apps4. Mobile websites and mobile apps provided very separate and distinct purposes5. Marketing does not have to be expensiveDISPELLING MOBILE APP MYTHS | AUGUST 2012
    48. 48. NEXT STEPSHow we can helpIf you don’t have an appand want to learn more aboutour mobile solutions contactus today.DISPELLING MOBILE APP MYTHS | AUGUST 2012
    49. 49. THANK YOU For more information, please contact: MOBILE MEDIA APPLICATIONS phone 866.395.8878 Email info@mobilemediaapplications.comDISPELLING MOBILE APP MYTHS | AUGUST 2012

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