Camerjam mobile travel masterclass tripadvisor
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Camerjam mobile travel masterclass tripadvisor Presentation Transcript

  • 1. Mobile Travel: Near me NowNathan ClaptonHead of Mobile PartnershipsMobile Travel Summit, London 14 June 2011
  • 2. The Path to Mobile
  • 3. TripAdvisor off of TripAdvisor… 3 Facebook Launches a Platform Local Picks launches on FacebookLondon 14 June 2011 Nathan Clapton
  • 4. TripAdvisor evolves on mobile… 4 … then came an app storeLondon 14 June 2011 Nathan Clapton
  • 5. TripAdvisor on mobile 5 Meanwhile, users were browsing our desktop site on phones… a lousy experience with high bounce rates Nov 2009 6 Weeks, No Specs ~1MM Uniques/month Just make it betterLondon 14 June 2011 Nathan Clapton
  • 6. Launch new features quickly 6 and iterate based on user stats 50+ mobile related releases in last 12 monthsLondon 14 June 2011 Nathan Clapton
  • 7. Mobile traffic is over 10,000,000 unique visitors/month 7121086420 November December January February March April May Mobile Apps London 14 June 2011 Nathan Clapton
  • 8. Already too late?? 8London 14 June 2011 Nathan Clapton
  • 9. 5 Star Family Hotel Spain…. 9London 14 June 2011 Nathan Clapton
  • 10. The Potential of the Mobile Internet 10London 14 June 2011 Nathan Clapton
  • 11. What are they all doing? 11 One in five plans travel using a mobile device 29% have booked or researched accommodation 29% researched restaurants 28% checked flight status Greatest frustration: 47% roaming fees 39% have travel app installedSource: TripAdvisor Mobile device travel survey May 2011London 14 June 2011 Nathan Clapton
  • 12. What do you want to do? 12 Or..London 14 June 2011 Nathan Clapton
  • 13. Traffic to our restaurant pages on different platforms: 13% traffic % traffic4540353025201510 5 0 Desktop Mobile Web App London 14 June 2011 Nathan Clapton
  • 14. App Store v Mobile Site 14London 14 June 2011 Nathan Clapton
  • 15. App or Mobile website? 15 Now, we have native (hybrid) apps on iPhone, Android, Nokia, Palm, Windows and mobile browser in over 20 languagesLondon 14 June 2011 Nathan Clapton
  • 16. Supporting new Business Models 16 Local Relevance “Near me Now” Targeted & Right point in Trustworthy time - context Content TRAFFICLondon 14 June 2011 Nathan Clapton
  • 17. Who else? 17London 14 June 2011 Nathan Clapton
  • 18. Promote and Partner: 18London 14 June 2011 Nathan Clapton
  • 19. Pre-loads: Is it an effective distribution channel? 19Pre-loads is a powerful Map/Nav apps is a highly Map/Nav pre-loads havediscovery channel desired pre-load category a good usage rateHow do you find out about new applications What applications do you want pre-loaded? What pre-loaded applications have youfor your phone? (Excluding 15% of respondents who do not used?(all respondents –Multi-select) want pre-loads – Multi-select) (All Respondents) Map, Nav, GPS 64% Call Control 39% Pre-loads 48% Call Control 49% Games 37% Word of mouth 33% Music 46% App Stores 26% Map, Nav, GPS 31% Online media 25% IM 27% Cust Service Rep 17% Music 26% Carrier Sales Rep 8% Social Nework 19% Print media 6% Source: iGR Pre-loaded Apps White Paper, - based on survey of 2000 respondents in US London 14 June 2011 Nathan Clapton
  • 20. Summary 20 What purpose do you want your mobile site to serve? What are your mobile consumers doing? App or mobile site? Useful tools and services (Wurfl, USABLENET) New business models? Promote, promote, promote Are there pre-load opportunities? Keep tracking and surveying nathan@tripadvisor.comLondon 14 June 2011 Nathan Clapton
  • 21. 21 THANK YOU14 June 2011