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