Handwritten Text Recognition for manuscripts and early printed texts
Mobile travel masterclass deck camerjam mobile marketing
1.
2. How to fine tune your mobile sites & apps strategy
June 2012
3. Agenda
1. Mobile Stats
2. Fragmentation
3. Build For The Future
4. Ensure Secure Payment
5. Measure Performance
6. Think Multi-Channel
7. Checklist
3
4. At a glance
Founded in 2000 and listed on the
Frankfurt Stock Exchange since 2006
210 employees across 6 European
offices
Over 40 employees in the UK
Established in the UK since 2004
Turnover £35m and EBITDA £2.8m
Current market capitalisation £30m
9. Customer Journey- Mobile
QR codes linking
ATL to mobile site
Mobile Media
Access to pricing, product
info & reviews anywhere
Use social media Intrigue Attract
on mobile to ‘like’
& recommend
Request brochures
Share wish list with
friends and family Awareness View promotional
discounts
Advocate
Newsletter & latest Consider
Relationship Transaction
product catalogue Branch Locator
on mobile site
Check availability
Receive latest offers and
invitations to events Engage Convert Create or sync account
Add products to mobile
basket or wish list
Upsell, After Care, Make Packaging QR codes
Payments linking to mobile site,
adverts, info
16. Don’t just take our word for it..
"There's rampant technology fragmentation across
mobile browsers, so developers don't know which parts
of HTML5 they can use”
“HTML5 is promoted as a single standard, but it comes in
different versions for every mobile device”
“Issues such as hardware acceleration and digital rights
management are implemented inconsistently. That
makes it hard for developers to write software that works
on many different phone platforms, and to reach a wide
audience”
Facebook CTO Bret Taylor, World Mobile Congress 2012
23. Full-Service Option
Consulting Concept Wireframing
Implementation Programming Design
Go Live
24. In-House Development + Support
Consulting Concept Wireframing
Support
Implementation Programming Design
Support Workshops Support
Go Live FITML Templates
26. On-premise installation to ensure highest security standards
Use well-known payment options (i.e. PayPal ….)
Do not link to non – mobile-optimized websites
28. Mobile Sites Response Time In Response Time
Seconds
Baur 5,823
Definition:
Twenga 9,434
ladenzeile 10,157 Average time it takes to fully load
Otto 10,507 a mobile site and complete a task
Average 10,744
Conrad 10,785
Amazon 10,967
Ebay 10,993
Bonprix 11,579
Weltbild 11,974
3suisses 12,194
Neckermann 13,776
Compuware Germany, 2012
29. Mobile Sites Availability in % Availability
Amazon 98,40
Definition:
3suisse 97,46
Ebay 96,07 Measured the time a mobile homepage didn’t
Ladenzelle 96,01 load within 60 seconds – either due to back-end/
it related issues or network connection
Otto 95,05
Baur 88,91
Neckermann 87,46
Average 86,00
Weltbild 74,77
Twenga 72,03
Bonprix 70,10
Conrad 69,78
Compuware Germany, 2012
30. Mobile Sites Response time in Consistency
seconds
Baur 6,561
Definition:
Bonprix 7,555
Twenga 8,235 Standard deviation of sites based on the time
Weltbild 8,319 and day accessed.
Conrad 10,156
Ladenzeile 10,834
Average 11,244
Ebay 11,658
Otto 13,610
3suisse 14,281
Amazon 14,325
Neckermann 18,147
Compuware Germany, 2012
32. The web will have
more touch points
in a larger digital ecosystem
33. Swiss Airlines – Apps
Android + iPhone App
Perfect travel companion
Features include:
• Book flights on your mobile
• Mobile Check-in
• Arrival/ Departure Times & Updates
• News
34. Austrian Airlines
Web App + Native Apps
Features include:
• Book flights on your mobile
• Mobile Check-in
• Arrival/ Departure Times & Updates
• News
• Offers
35. HRS mobile site & App
Mobile site + Native Apps
We developed a mCommerce site enabling users to
book one of 250,000 hotel anywhere in the world.
This required some complex API integration given the
sheer volume of information handled on the HRS
website.
Following the success of the mCommerce site, native
apps were also developed.
The project has resulted in the successful
commercialisation of the mobile channel with over
300,000 bookings made within the first 12 months.
37. Nandez App + Mobile Site
Nandez ski resort app enables users to;
Explore piste map, download weather info, transmit GPS location +
augmented reality piste & mountain restaurant locator
Use of native features insures app will add greater value than
avaiable on the mobile web
41. Checklist
Build for the Future Ensure Secure Payment
Works with new and existing sources On-Premise Installation
Offers ability to move development Use Established Payment Providers
in-house
Only link to mobile-optimised sites
External advice & support available if
and when needed
Measure Performance Think Multi-Channel
Response Time Works on all devices & operating systems
Availability Optimises content for each device
Consistency
44. Live and Dynamic Content in
Cross Mobile Platforms
Live Information for a generation on the move
45. Agenda
mxData
Cross Platform
Live and Dynamic Content
Case Study – Traveline Next Bus
Summary
Live Information for a generation on the move 45
46. mxData
Michael Cliffe, CTO
Founded 2004
Privately Owned
50+ Employees
Based in Wilmslow, Cambridge and London
London Tube Map :-
8m Downloads
¼m Connections Per Day
Live Information for a generation on the move 46
47. Thoughts on Cross Platform
Cross Platform at mxData :-
OS – iOS, Android, BlackBerry, Phone 8, BADA, S40
Channel – OEM, MNO, and SNO
Deployment – App, Widget, Browser and Messaging
Device - Tablet, TV, In-Car, Mobile and Desktop
Live Information for a generation on the move
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48. Thoughts on Cross Platform
Cross Platforms are Connected for Content :-
Services – Search and Discovery, Aggregation and Optimisation
Sharing Trends – Tailored Experience per user per device!
Commercial + UGC Content - Social Content is Valuable
Live Information for a generation on the move
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49. Live and Dynamic Content
Live information for a generation on the move
50. Case Study - Facts
Traveline Next Buses Summary
7%
56% 25%
Cross Platform SMS
Web
Telephone
API
Static Content 12%
Gazetteer, Timetable, Bus Stop
Live and Dynamic Content
Static + Schedule + Real-Time
60+ Sources, Aggregated through GEOHAWK
Live Information for a generation on the move
50
51. Case Study - Schematic
Calls
Static
Content Share!
SMS
Webs
Live
Content API Apps
Live Information for a generation on the move
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52. Case Study – Service Enablers
By Enabling Content as a Service :-
Agnostic to Cross Platform
Deployment, Device, OS, Channel
Aggregation of Static, Live and Dynamic Content
Have a Consistent View of Content
Lay Foundations For:
Ticketing
Broader and Deeper Content
Enhancements and Premium Services
Must Haves - Performance, Scalability and Availability
Live Information for a generation on the move
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53. Summary
Cross Platform – OS, Channel, Deployment and Device
Device Fragmentation - Not Convergence
Ride the Sharing Trends – Increased Adoption
Services - Aggregation of Live and Dynamic Content
Services like GEOHAWK are enablers in this space.
Live Information for a generation on the move
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56. Sun, sea, and mobile CRM!
How to delight and engage your custome
Mobile Travel, Tourism & Leisure Masterclass - 13th June 2012
Oisin Lunny, Senior Market Development Manager, OpenMarket
77. OpenMarket approach
• We supply mobile building blocks:
- messaging, payment, VAS
• For brands and agency partners
• Bring agencies creativity to life on mobile
• Reliable, scalable, remove the complexity
• Technical account management 24/7
• Great account management
• Operational excellence
• Direct connections
• $3bn revenues
Proprietary & Confidential to OpenMarket
84. Multi-channel customer journey, the importance of data
Miranda Clarke
Business Development Manager
Mobile: +44 7850 - 906 811
Email: Miranda.Clarke@imimobile.com
www.imimobile.com
85. Who are we?
The smartphone is transforming the way
that people interact with organisations.
IMImobile provide software services that help
businesses extract value from the smartphone
transformation by enabling key stages of the
customer engagement lifecycle
IMImobile’s product portfolio is focussed on multi-
channel mobile engagement solutions
IMImobile is currently serving over 100 blue chip
operators, media companies and enterprises in
64 countries
85
87. Your challenges that eventually lead to
decreasing profits
› AGING INFRASTRUCTURE
Cost to change or EOL too high, proprietary equipment with large consultancy and
development bills has left organisations paralysed.
› DISPARATE DATA
No single location for all customer information, different data sources with overnight
batch changes means data is not real time and very difficult to manage.
› INCONSISTENT CUSTOMER JOURNEY
Customer receives different information when booking via different channels, lack of
consistency, causing influx of calls to the contact centre & bad customer experience.
› DISTRESSED STOCK
No clear strategy on how to address this growing problem – the issue is compounded
by all of the previous challenges – who do I target? How do I target?
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88. The new ‘mobile’ consumer
Technologically experienced
consumers means a higher
expectation in digital
lifecycle.
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89. Our approach
Intelligent
customer
data
collection
Engaging &
Data
consistent
consolidation
customer
in real time
Infrastructure journey
Agnostic
SaaS
Decrease Increase
Cost Sales
Desktop App Contact
Distressed Centre Call
stock Reduction
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93. The result
› INCREASED RESPONSE More than 1.5 million
downloads
› IMPROVED CUSTOMER EXPERIENCE 3 month ROI after launch of
Desktop App
› INCREASED LOYALTY $1,500,000 incremental
revenue in 6 months
Customer Satisfaction Scores
› REDUCED DISTRESSED STOCK was dramatically improved
› INCREASED PROFITS
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94. Summary, the top things to consider
I. DON’T LET TECHNOLOGY HOLD YOU BACK
II. ITS NOT ONE SIZE FITS ALL
III. START AT THE BACK OFFICE NOT THE END USER
IV. THERE ARE COST EFFECTIVE QUICK WINS
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