Mobile Culture - Tripadvisor

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Mobile Culture - Tripadvisor

  1. 1. TripAdvisor’s Mobile Journey Nathan Clapton Mobile Partnerships nathan@tripadvisor.com
  2. 2. Soon, the number of mobile devices will DWARF the number of PCsSource:London 18 July 2012 Nathan Clapton
  3. 3. Smart vs. DumbSource: Business Insider, The Future of Mobile, March 21, 2012London 18 July 2012 Nathan Clapton
  4. 4. TripAdvisor – Worldwide The world’s largest travel website 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000TripAdvisor Media Group 64,803 TripAdvisor 50,665 Booking.com 37,581 Expedia 34,027 Qunar 22,429 Yahoo! Travel 22,049 Hotels.com 15,260 Kayak.com Network 14,887 Ctrip.com International 14,020 Indian Railways 12,772 Priceline 11,988 Southwest Airlines Co. 10,980 Orbitz 10,109 About.com Travel 9,344 HomeAway 9,092 Ryanair 8,700 TripAdvisor is: eDreams 7,897 EasyJet 7,455 +48% larger than Expedia Hotwire 7,453 AOL Travel 7,263 +129% larger than Yahoo Travel Lonely Planet 7,216 Voyages SNCF 7,082 Source: Comscore March 2012 London 18 July 2012 Nathan Clapton
  5. 5. The Significance of Reviews How important are user reviews to you I won’t book a property unless it has reviews.when determining which hotel to stay at?Source: Commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”London 18 July 2012 Nathan Clapton
  6. 6. TripAdvisor is the most popular and largest travelcommunity in the world with…. 20 million+ registered members contributing More than 60 million reviews and opinions (40 new posts contributed every minute of every day) On 1.5 million+ destinations, hotels, attractions, and restaurants
  7. 7. The Travel CycleLondon 18 July 2012 Nathan Clapton
  8. 8. Facebook launches a Platform Local Picks launches on FacebookLondon 18 July 2012 Nathan Clapton
  9. 9. Phase 1: TripAdvisor evolves on mobile …we launched an app Desktop Location- Local Restaurant Web based Picks Details … then came an app storeLondon 18 July 2012 Nathan Clapton
  10. 10. 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 18 July 2012 Nathan Clapton
  11. 11. Phase 2: Focus on mobile web • Focused on Mobile Web traffic (not apps) by building simplified versions of TA pages for mobile web • Launch new features quickly and iterate on User Experience issues • 30+ mobile related releases in first 12 monthsLondon 18 July 2012 Nathan Clapton
  12. 12. Phase 3: TripAdvisor Mobile ExpandsTripAdvisor TripAdvisor Seat Guru TripAdvisor‘Hero’ App Mobile Site Mobile App City Guides TripAdvisorTablet iOS/Android London 18 July 2012 Nathan Clapton
  13. 13. Attractions much more interesting on mobile Attraction Pages = 13% of trafficAttraction Pages = 16% Attraction Pages = 7% ofof traffic trafficLondon 18 July 2012 Nathan Clapton
  14. 14. User FlowLondon 18 July 2012 Nathan Clapton
  15. 15. Optimize for a small screen experience VSLondon 18 July 2012 Nathan Clapton
  16. 16. Ask yourself? Questions.. What purpose do I want my mobile site to serve? What are my mobile customers doing? What devices are they using? How do they find me? How often do they return? Am I serving an existing audience or looking for new customers? How will I promote my app/mobile site? How can I test?London 18 July 2012 Nathan Clapton
  17. 17. Development Decisions Maximise Usability Mobile Web or App? Native or html5 How many platforms? In-house or outsource Decide on goals up front? Revenue?London 18 July 2012 Nathan Clapton
  18. 18. THANK YOU nathan@tripadvisor.com18 July 2012

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