Mobile travel & tourism masterclass incentivated

Publishing across different mobile platforms Jason Cross 14 June, 2011Copyright Incentivated Limited 2011 www.incentivated.com

Contents Mobile is a ‘hot topic’ About Incentivated Mobile marketing best practice Travel & Tourism examples Copyright Incentivated Limited 2011

State of the Nation – mobile web Over the last 12 months companies have started to offer what consumers were happy to do all the time With many sites looking the same, the opportunity now exists to:  improve the UX/UI and so differentiate the offering  offer implicit and explicit personalisation i.e. join up the web and mobile sites  deliver e-commerce best practice Copyright Incentivated Limited 2011

State of the Nation – mobile web People do it  51% of the UK engages in mCommerce People like it  42% say they use their mobile because it is the easiest way to research/buy M-Commerce will continue to grow  49% of non M-Commerce users say they will purchase in the future  Smartphone users are 63% more likely to engage in mCommerce  only 9% mention security issues Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1,039) Copyright Incentivated Limited 2011

State of the Nation 27% of adults with phones have ever used their mobile to purchase a service/product via credit card / direct debit / Paypal Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1039) Copyright Incentivated Limited 2011

Does your site work?Half of UK firms fail to check their own website on mobile devices Of those that have  41% admit their website has a reduced appearance  36% offer reduced functionality The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage and have no plans to do so Copyright Incentivated Limited 2011

You get blamed for a bad mobile experienceNo site or a single mobile presentation layer are no longer options Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Brand Network The User 60% The Phone (site) Provider 40% 44% 34% 29% 20% 0% 5% Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) Copyright Incentivated Limited 2011

Why mobile matters in the Travel sector “American Airlines customers are mobile by definition, so we’re providing them with one more tool to make their travel faster and easier,” Stacey F. Frantz, director of corporate communications American Airlines “Hilton guests are incredibly tech-savvy, so mobile devices and other contemporary communication channels enable us to share our global story with them in a highly relevant and engaging way,” Andrew Flack, vice president of global brand marketing at Hilton Hotels Copyright Incentivated Limited 2011

State of the Nation – Mobile travel 4 million people globally visit Trip Advisor a month via mobile*  2 million people in the UK access travel services via a mobile device**  17% of UK mobile phone users respond to travel related SMS marketing a month** *Source: Eye for Travel, October 2010 **Comscore Copyright Incentivated Limited 2011

Mobile throughout the Travel Experience Reviewing Dreaming SMS QR MMS www LBS @ MMS LBS QR @ SMS www SMS @ MMSDestination Planning QR MMS www QR @ www SMS LBS www MMS SMS @ QR SMS SMS MMS LBS www www @ En Route QR SMS @ www LBS SMS Booking Anticipating Copyright Incentivated Limited 2011

Who we areSummary Incentivated is an independent technology company and mobile marketing services agency We have 10 years’ experience operating exclusively in mobile marketing We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns and services using the mobile channel Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

What we doFul l service capabi l i ty Technologies  Needs  5 formats  3 key areas of client activity  enterprise messaging (SMS,  acquisition MMS etc)  CRM  mobile internet  mCommerce  apps  short codes and QR codes  location marketing Services  2 consultancy offerings  creative  strategy Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

How we do itEngagement is spread across three levels CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services Campaign strategy and execution Marketing, Creative & Design, build & hosting of mobile internet sites* Advertising Agency Mobile advertising planning & buying Consulting, insight & post campaign analysis Mobile and email marketing Mobile Marketing, Internet & Mobile internet site publisher mCommerce Platform mCommerce suite Self-serve functionality (“SaaS”) SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes Messaging Gateway & Mobile content management system (CMS)** Software Company Systems integration and various APIs Development of both handset & server-side apps *Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Who we areJust some of our clients Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Mobile is not easyDevice fragmentation and different standards make mobile different to desktop Progressive enhancement required (multiple presentation layers) When to build an app or a site  ‘Native’ as opposed to cross-platform web-apps Desktop analytics tools do not work properly for mobile How secure are the devices themselves? ‘NFC marketing’ Implications for SCV Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Technologies A complete mobile marketing strategy includes five components: Product summary Product summary Product summary Whitepaper Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Strategies Mobile can be used by clients to enhance their key marketing and delivery strategies: Whitepaper Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

The mobile internet comes of ageUsers are already on your site Every year, more and more consumers are accessing the internet on their mobile devices 44% growth in 20,000,000 2010 18,000,000 Data charges begin to 16,000,000 be reimposed 14,000,000 24% YOY growth Data charges between 2008 and 2009 12,000,000 removed 10,000,000 8,000,000 6,000,000 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10Source: comScore, 3 month average ending March 2011. Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

WWW, emails & SMS will drive mobile trafficAccurate device detection is a must Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Handset detection optionsThere is really only one option Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Mobile site implementationBecause of the proliferation of handsets, mobile is more complicated than desktop Developing a single mobile presentation layer is false economy  A minimum of three is required (smart, feature and legacy phones) The are four broad approaches:  Mobile CSS stylesheet within CMS  Integrated with CMS and client hosted (parallel)  Less risk for the client but reporting is poor (requires access to APIs)  Integrated with CMS and supplier hosted (parallel)  Produces a superior result but dependent upon on-going support from supplier  Transcoded  Quick to market, but neither highly resilient nor creatively adventurous It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Approaches to mobile site buildBest practice demands a parallel site, driven from the same content/CMS Credentials presentation Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

The value of third party tools (APIs)Mobile relies upon data from mobile networks and handsets are diverse Uniqueness  For cellular this is not measured by IP address but a unique and persistent ID from the mobile network  Most desktop reporting tools misclassify or lose many mobile sessions Device identification  There are over 10,000 profiles and 5-10 are added each day  A cached resource will be out of date very quickly  Managing such a resource is costly Real-time content adaptation  MIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Design and UX are as important as on desktop Navigation – ‘Bread Crumbs’Location dependant content Leading content Promoting Maps SearchTime/promo specific content Leading content Navigation - Menu Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

‘Cookie cutter’ or bespoke approach to a site? Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Information ArchitectureProduct Category Hierarchy Campaign  Ability to manage all product centrally Site  Taxonomy to be shared across multiple sites Master Primary  Segmented deployment to campaign Category sites Structure Site Mobile Site Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Enterprise Content Management Master Head Office Content Created Content Translation English German French Italian Layer UK UK UK CampaignsWebsite Mobile site Mobile App Social Email/SMS Channel Content Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

TechnologiesApps Device and OS fragmentation is not insurmountable  either native, per platform  or cross-platform ‘web-apps’ Don’t build native unless you need to  “… develop new apps as web apps, and turn them into native apps when theyve been validated.” Daniel Roth, Fortune 500 (AdAge) Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Mobile App or Mobile Website?A native app comes into its own for games and tools; a site usually suffices Mobile Mobile Web Cross-Platform App Applications SiteOnline content Y Y YOffline content Y Y (HTML 5 data store) YAudio / Video Y Y YInteractive graphics Y Limited YInstall on ‘home screen’ Y Y (iPhone) YMulti-platform Build for each device Y YSingle entry-point (URL) Requires install step Y Requires install stepLocation Services (GPS) Y Y YNotifications Y Y (SMS) YDevelopment costs Once per OS Once OnceMaintenance costs Repeated per OS Once OnceApp store required (cost) Y N Y Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

An app should interface with middlewareScreen-scraping results in broken links and egg on face Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

TechnologiesShortcodes & QR codes QR codes work much the same as the barcodes you see printed on products at a retailer A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links) Incentivated’s QR code campaign for STA Travel Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

TechnologiesEnterprise messaging Messaging volumes continue to grow – everyone can use SMS and MMS Reaching consumers with messaging is incredibly effective  74% would opt-in to a brand’s database if done properly  Consumers open to receiving messaging between 10am and 8pm in particular  69% happy to receive a message per week MMS achieves amazing cut- through Source: IAB/DMA mobile messaging study, September 2010 Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

StrategiesmCommerce The best commerce strategies 85% encourage consumers to purchase and consume content and products on the go Increase in mobile retail usage in EU5 from 2009 to 2010* 35% Of people search for products to buy on their mobile phones** *The comScore 2010 Mobile Year in Review **Brandbank 2010 mCommerce Content Report Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Example mCommerce app - King of Shaves Home Page m-Video Delivery details Payment options Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Contents Mobile is a ‘hot topic’ About Incentivated Mobile marketing best practice Travel & tourism examples Copyright Incentivated Limited 2011

Mobile is used in a myriad of waysThe travel industry has been an early adopter, trialing a number of options Direct response advertising Brand building Sales promotions Barcode tickets CRM e.g. flight information, reminders, alerts Local area guides Localised and time-sensitive travel information Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Sites work best for acquisitionCampaign sites, run from www or advertised on mobile, work well Sales promotions and product information are suited to the mobile internet Few apps achieve the viral success of Barclaycard waterslide/Rollercoaster  Large budgets needed SMS direct response continues to generate high ROI due to low entry cost Incentivated’s campaign for Fidelity Investments Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

SMS helps reduce cab-related sexual assaults by 46%Business need The solution Results As part of a print, poster, radio and TV Subscribers text HOME to 60835 • 46% reduction in cab-related sexual campaign for a safer London, a text (spells “GoTFL) and receive local, attacks on women over five years message service was created to give licensed, minicab and taxi booking- (2002 -2007) out booking numbers for licensed office phone numbers for the area they • Just 4% women used unlicensed minicab and black cab firms in the are texting from. minicabs in 2007 in comparison to user’s location. 18% in 2003 A Location Based Service search is • 100% year on year increase in used to pinpoint the subscriber’s exact monthly uptake since new branding location, enabling the relevant campaign information to be identified and sent. The database of 45,000 licensed FROM: 60835 Local licensed minicabs: Reliable minicab operators and drivers is updated daily to maximise safety. 4% Radio cars Unlicensed cab 02086716666, P&L Car Service use 02077339582. For a Black Cab, call ONE NUMBER on 08718718710 46% Reduction in cab- related attacks Case study: CRM beinspired@incentivated.com Travel & Tourism | Public Sector: TfL & Mayor of London www.incentivated.com

Closing thought At the time of the dotcom bubble, 400m i.e. around 2000, there were 350 million people online.  People with smartphones in the world today  Plus 4 billion with internet- capable feature phones Copyright Incentivated Limited 2011

Thank You Jason Cross Marketing Director jasonc@incentivated.com @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to62233 for a link to a readerappropriate for your phone)Copyright Incentivated Limited 2011 www.incentivated.com

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Mobile travel & tourism masterclass incentivated

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