Mobile Distribution - No it's not Billboards and Neon Vacancy Signs
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Mobile Distribution - No it's not Billboards and Neon Vacancy Signs

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Mobile technologies have created incredible marketing and distribution opportunities for hospitality and travel organizations. ...

Mobile technologies have created incredible marketing and distribution opportunities for hospitality and travel organizations.

The presentation covers the importance of the mobile computing for travel and the challenges facing hotels, resorts and restaurants when engaging with guests through mobile distribution channels.

The importance of developing a mobile strategy and the related business and development considerations are covered.

Additionally, location based services and potentially disruptive mobile innovations are also profiled.

Presented by Robert Cole, Founder of RockCheetah at the 2010 Hospitality Financial & Technology Professionals (HFTP) HITEC Conference in Orlando, Florida, USA on June 23, 2010.

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Mobile Distribution - No it's not Billboards and Neon Vacancy Signs Mobile Distribution - No it's not Billboards and Neon Vacancy Signs Presentation Transcript

  • Mobile DistributionNo, It’s Not Billboards andNeon Vacancy Signs
    Robert Cole
    Founder, RockCheetah
    rockcheetah.com/blog
  • Presentation Overview
    Why Mobile is Important
    Why Mobile is Challenging
    Why Mobile Travel is Complicated
    Mobile Web v. Mobile Apps
    Mobile Business Considerations
    Mobile Development Considerations
    Location Based Services
    Disruptive Mobile Innovations
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 2
  • In the Good Ol’ Days…
    Billboards
    Vacancy Signs
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 3
    Mobile Distribution Was Pretty Much Limited to:
    and
    Image Credit: BGLewandowski on Flickr | 28flavors on YouTube
  • Then, the Internet Changed Everything
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · 4
    Image Credit: Thomas Hawk on Flickr
  • 15 Years Later, Mobile Changes It All Again
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 5
  • Why Mobile is Important
    Extends Most Important Web Attributes
    Device Follows the User – Mobile
    GPS Provides Geographic Context - Local
    Supports Many Forms of Communication – Social
    Devices are Typically Not Shared – Personal
    Smartphones Extends the Senses
    Sight (Camera)
    Sound (Microphone)
    Feeling (Touch-screen)
    Balance (Accelerometer)
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 6
  • Google’s Perspective on Mobile
    Google’s New Credo:
    Mobile First
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · 7
  • Why Mobile Can Not Be Ignored
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 8
    Smartphone use is on the rise.
    Mobile web adoption is ramping up 8x faster than Internet in the mid-90s.
    In the Travel vertical, purchase intent on Mobile ads is 5x higher than on desktop ads.
    Mobile Travel bookings are projected to grow 700% in 2 years.
    $20M
    2008
    $160M
    2010 Projection
    Data Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010
  • New Devices Impact Mobile Hotel Queries
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 9
    Android Nexus One
    Significant Growth in 3 Years
    Moto Droid & Eris
    Google Mobile “Hotel” Category Query Growth
    Device Launches
    Android myTouch
    iPhone 3GS
    Blackberry Storm
    Android G1
    Palm Pre
    iPhone 3G
    iPhone
    Data Source: Google Internal Data
  • Mobile Advertising & Booking is Real
    Google / Vegas.com Case Study
    Click-through rates may be a lot higher for mobile ads than desktop
    Impressive returns on the iPhone with campaign CTR nearing 20%
    Google Travel Booking Recommendations
    Purchase intent on Mobile Travel ads is 5x Higher than desktop ads
    Target efforts
    Drive-up bookings
    Incremental night stays
    Last minute flight changes
    Highlight promotions
    Motivate consumers to interact and spend with your brand
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 10
  • Need More Convincing?
    Apps Work Well for Highly Engaged Users
    25% of iPhone & Android Users 2 hours per day on Apps
    Booking Functionality is Expected by Consumers
    Support Branded Assets by Driving Downloads & Usage
    Let Travelers Use The Phone!
    Adding Phone Number to Ad Text Increased CTR5-30%!
    Google Mobile Calls 22% More Likely to be Relevant & 31% More Likely to Result in Bookingthan calls other lead sources
    1 Out of 3 Mobile Searches Has ‘Local Intent’
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 11
  • Mobile Travel Booking Is Different
    Booking Window is Shorter. More Last Minute
    Search Queries are 2-3 Words
    Requires Create Mobile Landing Pages for SEO
    Separate Campaigns Required for Mobile
    Must Reflect Different User Behaviors
    Geo-location is Important, but not Everything
    Time of User Access is Important
    Lunch-time / Evening
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 12
  • Travel Process is More Complex -Impacts Traveler Goals & Perceptions
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 13
    Guest’s
    Perception of Web/Mobile
    Travel Experience
    Source: RockCheetah Proprietary , Seven-Step Travel Process
  • Guest Relationship is More Complex -Multiple Traveler Personas
    Individual Maintains Same Demographic, but
    Purpose of Travel Dictates Decision Processes
    Multiple Traveler Personas Exist
    Business Meeting
    Industry Conference
    Family Vacation
    Romantic Getaway
    Weekend with College Friends
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 14
  • Hotel Distribution Channels Shifting
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 15
  • Please, Let Them Book the Reservation
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 16
    Data Source: iPerceptions 4Q09 Hospitality and Tourism Industry Report
  • Mobile Challenges – Fragmentation
    Siloed Operating Systems
    Apple iOS v. Google Android v. BlackberryOS v. Symbian 3 v. Windows Phone
    Different Hardware Capabilities
    Varied Power, Features & Screen Sizes
    Mobile Web v. Apps
    Provide Different User Experiences
    Politics v. Rich Internet Applications
    Flash / Silverlight / HTML 5 & H.264
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 17
  • Technology is More Complex - Welcome to the Splinternet*
    Golden Age of the Web Ending
    Information Sharing Was Based on Compatible Formats
    Now, the Age of Walled Gardens
    Content Controlled by Platform Owner
    Content Hidden From Search Engines by Passwords
    Apple – iStore
    Excludes Flash Applications
    Bars Google AdMob Advertising
    Facebook – Friends & Likes
    Social Graph Exists Only After Facebook Login
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 18
    *Term “Splinternet” coined by Josh Bernoff, Forrester Research Senior VP - Idea Development
  • SplinternetPlatform Characteristics
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 19
    Source: Forrester Research
  • SplinternetAd & Experience Characteristics
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 20
    Source: Forrester Research
  • Operating System EvolutionInnovation or Fragmentation?
    Android – One Year Old / 4 Different Versions
    Version 1.5 – 24.9% Share
    Version 1.6 – 25.1%
    Version 2.1 – 50.0%
    Version 2.2 – Available for Nexus One
    Google Approach
    “Google treats partners equally, but will not slow the rate of innovation so weaker players can keep up”
    “By constantly raising the bar, both in terms of reference devices and software, Google aims to keep innovating and drive that innovation as a differentiator”
    “Android isn't a summer camp for handset vendors and not everyone gets a trophy for showing up”
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 21
    Source: Michael Gartenberg Altimeter Group
  • Mobile Web v. Mobile Apps
    Mobile Web Benefits
    Open Standards
    Cross Platform Functionality
    No Proprietary APIs
    Cross-Application Integration
    No 3rd Party App Stores
    No Revenue Sharing
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 22
  • Mobile Web v. Mobile Apps
    Mobile App Benefits
    More Robust GUI Options
    Does Not Require Online Access
    Access to Phone “Senses” & Native Data
    App Store Marketing Opportunities
    Clear Monetization Model
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 23
  • 4P’s of Mobile Strategy Development
    People
    Who is the Target User?
    Purpose
    What Do the Users Want to Accomplish?
    Platform
    What Types of Devices Are They Using?
    Process
    Define Most Efficient Navigation & Workflow
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 24
  • Most Important Questions:
    What Are Your Mobile Objectives?
    Bookings
    Ancillary Revenue
    Customer Service
    How Can You Create Value For the Guest?
    Save Time?
    Save Money?
    Enhance Experience?
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 25
  • Mobile Apps – Business Considerations
    Business Models
    Applications – Technology (Revenue Share with App Store)
    Subscriptions – Unique Content (Rev Share with App Store)
    Publishing – Advertising (Share Revenue with Ad Network)
    Monetization Methods
    Free
    Freemium – “Light” Version Free, “Deluxe” Version is Paid
    Full Retail Price
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 26
  • Mobile Apps – Marketing Considerations
    Perfect World: Volume Drivers
    Good Device
    Good Network
    Good Browser
    Promotion
    Must Be Differentiated – Provide Unique Benefits
    Greatest Challenges
    Breaking Through Clutter – Must be Found
    Maintaining Engagement / Avoiding Deletion
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 27
  • iStore Page of Popular Travel Apps
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 28
    • Top 20 Travel Apps
    • Google Earth
    • Free Translator
    • Urbanspoon
    • Yelp
    • MapQuest 4 Mobile
    • Trapster speed trap alerts
    • USA TODAY
    • KAYAK Flight, Hotel Search
    • Free Wi-Fi Finder
    • AppBox Lite
    • OpenTable
    • FREE Spanish Tutor
    • Currency
    • foursquare
    • Southwest Airlines
    • USA TODAY for iPad
    • MotionX GPS Drive
    • OpenTable for iPad
    • Cheap Gas!
    • CheckPlease Lite - Tip Calculator
  • Mobile Development Considerations
    REMEMBER
    Your Website IS NOT a Mobile Site
    MUST
    Provide Information Quickly
    Focus on Specific Tasks
    Direct Path to Data
    Leverage Device Features
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 29
  • Mobile Functionality – Best Practices
    One-click Driving Directions
    Know Phone Location / Know Destination
    Click to Talk
    Provide Phone Number in Mobile Ads
    Include Context Appropriate Phone Numbers
    Integrate Social Networks
    Help Customers Promote Your Brand / Location
    Negotiate Development Costs Aggressively
    Restaurant Group: 23 Sites = $8,000 (Orig. $37K)
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 30
  • Mobile Promos: Ground Rules Apply
    Protect Guest Privacy
    Opt-In for Promotional Message Delivery
    Are Offers Relevant?
    Popular or High Demand Product/Features?
    Appropriate for Individual?
    Provides Consumer Value?
    Simple to Convert?
    Avoid Bait & Switch Offers and Trailer-plays
    Provide Options to Engage Their Social Network
    In Destination Engagement May Not Be Forever
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 31
  • Mobiata – StayHip (For TravelClick)
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 32
  • Can Your iPhone App Compete?
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 33
    “I was in downtown Orlando for MegaCon this weekend and bid for a last minute three-star room for $75 – all while in line for a panel.”
  • A New Location, Location, Locationfor the Hospitality Industry
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 34
    Image Credit: geoftheref on Flickr
  • Location Based Services
    Foursquare
    Enables Free Setup & Custom Badges
    Mayor, Check-In, Frequency, Wildcard Specials
    Yelp!
    Monetizing Setup , Plus $300-$1,000 Monthly
    Heavily Food & Beverage Oriented
    Gowalla
    IHG Partnering for “HIT it Big” Promotion
    Check-in on Weekend Stay, Register for Bonuses
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 35
  • Location Based Services - Continued
    Best Prospects for Offers
    Frequent Guest Program Members
    Returning Guests (Non-Program Members)
    First Time Guests (Not Familiar with Property)
    Types of Specials
    Most Frequent Visitor (Mayorship)
    Check-In (Discount / Value Add for Visit)
    Frequency (Bonus for Nth Check-In)
    Wildcard Offer (Special Offer for Having a Badge)
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · 36
  • Disruptive Mobile Innovations
    Yelp! Monocle - Augmented Reality
    Point Camera Down Street, See Reviews
    Kayak Connect - Booking
    Mobile Meta-search Gets Transactional
    Google Store Views
    Google Maps Street Views Goes Indoors
    Apple iTravel
    Streamlining the Travel Experience
    Openways
    Innovative Mobile Door Locking System
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 37
  • Yelp! Monocle
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 38
  • Kayak Connect
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 39
  • Apple iTravel – Booking Transactions
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 40
  • Apple iTravel – Traveler Identification
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 41
  • Apple iTravel– Revolutionary Air Experience?
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 42
  • iTravel – Revolutionizing Event Merchandising
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 43
  • iTravel – Revolutionizing Conferences?
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 44
  • Openways – Doors or Distribution?
    Uses Mobile Phone as Room Key
    Engages Guest Prior to Arrival / Kept through Stay
    Does not Require Replacement of Door Locks
    Device Added to Existing Lock Set
    Smartphone
    App Downloads Unique Audio Code From Cloud
    Feature Phone
    SMS Text Message / Calls Servcer / Plays Code
    Will Support NFC in Future
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 45
  • Every Innovative Mobile Ideais Not Always a Good Idea…
    June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · Page 46
  • June 23, 2010 - Orlando, Florida
    HITEC 2010 - Mobile Distribution
    Robert Cole | RockCheetah · 47
    Robert Cole
    RockCheetah LLC
    robert@rockcheetah.com
    http://rockcheetah.com/blog/
    What Did You Think?
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    experience in the future, please take a second to fill out our short survey.
    And THANK YOU for attending HITEC!
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    visit www.hftp.org