A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16
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A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16

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Insight and best practices focused on making the most of the mobile opportunity.

Insight and best practices focused on making the most of the mobile opportunity.

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A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16 Presentation Transcript

  • 1. A Day in the Life of the Mobile TravelerInsight and best practices focused on making themost of the mobile opportunity
  • 2. Netbiscuits by the Numbers © 2011 Netbiscuits, Inc. Slide 2
  • 3. How are Travelers Using Mobile?Mobile is incremental to online…not substitutional 39% of Leisure travelers and 53% of Business travelers are accessing the mobile Web multiple times a week. 42% of this activity by Leisure and Business travelers is incremental to online activity. That means if you’re only relying on the traditional web to communicate with consumers, you are missing out on nearly half of the potential travel market. Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 4. What is a Mobile Traveler?Mobile Planners and Bookers A mobile traveler is someone who has researched, reserved, purchased or modified a travel related activity. 71% of all Business Travelers are Mobile Planners/Bookers 68% of all Leisure Travelers are Mobile Planners/Bookers These travelers are: researching options making new reservations modifying existing reservations Air, Hotel, Car and Local Activities Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 5. A Day in the Life of the Mobile TravelerHow do mobile Business & Leisure travelersuse their mobile devices?
  • 6. A Day in the Life of the Mobile TravelerMeet Sheila Execusmith – The Business Traveler 45-55 years old Executive VP of a software company Traveling 3 out of 4 weeks a month Business class Rents midsize or above 3-4 star hotels 3-4 star dining Laptop, Android, iPad 71% of all Business Travelers are mobile like Sheila
  • 7. A Day in the Life of the Mobile TravelerHow mobile is Sheila? Sheila turns to her device to do what her assistant can’t Last minute reservations Directions Travel upgrades Loyalty Programs Shopping Entertainment
  • 8. A Day in the Life of the Mobile TravelerResearch Options 59% Local-related Car Rental related 38% Hotel-related 47% Air-Related 48% 0% 10% 20% 30% 40% 50% 60% Percentage of Mobile Business Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 9. A Day in the Life of the Mobile TravelerMake New Reservations 0% 5% 10% 15% 20% 25% 30% 35% Local-related 22% Car Rental-related 24% Hotel-related 33% Air-related 26% Percentage of Mobile Business Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 10. A Day in the Life of the Mobile TravelerModify Existing Reservations Local-related 7% Car Rental-related 16% Hotel-related 19% Air-related 20% 0% 5% 10% 15% 20% Percentage of Mobile Business Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 11. A Day in the Life of the Mobile TravelerMeet The Travelton Family -- Leisure TravelersNeil, Rita, Andrew and Megan Travelton Live in Charlotte, NC 2 family vacations a year They either fly or drive Book months in advance 2-3 star hotels Affordable family dining options Rent economy car when they fly iPhone & Android 68% of all Leisure travelers are mobile like the Traveltons
  • 12. A Day in the Life of the Mobile TravelerHow do the Travelton’s use their mobile devices? Directions/mapping Dining/activity recommendations Coupons/deals Social Media Media/Entertainment for kids iPhone and Android
  • 13. A Day in the Life of the Mobile TravelerResearch Options 58% Local-related Car Rental-related 31% Hotel-related 44% Air-related 44% 0% 10% 20% 30% 40% 50% 60% Percentage of Mobile Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 14. A Day in the Life of the Mobile TravelerMake New Reservations Local-related 10% 16% Car Rental-related Hotel-related 25% Air-related 17% 0% 5% 10% 15% 20% 25% Percentage of Mobile Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 15. A Day in the Life of the Mobile TravelerModify Existing Reservations Local-related 19% Car Rental-related 16% Hotel-related 13% Air-related 12% 0% 5% 10% 15% 20% Percentage of Mobile Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 16. What Now?Are you Mobilized? The data, along with our own experiences, show us that travelers of all types and income levels are actively using mobile web sites to research, purchase and recommend travel products, services and destinations. So now the question becomes, is your brand ready to engage consumers on the mobile web, no matter the device they are using?
  • 17. Mobile Web vs. Mobile AppFollow the mobile consumer….
  • 18. Are you Ready?What is your Mobile Strategy… “Increasingly, brands need to be investing in mobile as a platform for servicing the traveler, providing a convenient way for brands to curate the customer experience and deliver exactly what the traveler needs, at exactly the moment they need it.” Gary Leopold, President and CEO of ISM MediaPost 6/6/11
  • 19. DefinitionsMobile Web vs. Mobile App Mobile Website: Information created specifically for mobile devices is accessed by the user via a browser in an optimized experience. Mobile App: Specialized piece of software that is downloaded to a mobile device where most of the information then resides on the phone. A mobile app gets limited updates from a server or to conduct transactions.
  • 20. Mobile Device OwnershipFragmentation By Operating System Current Ownership – Leisure Current Ownership – Business Travelers Travelers 18% Apple iOS 25% 27% Apple iOS Google Android Google Android 43% Blackberry OS Blackberry OS 21% Windows 7 Windows 7 Other 5% Other Feature phone 24% 5% Feature phone 7% 12% 23% 5% Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 21. Mobile Web vs. Mobile AppThe Web is King Among Mobile Travelers… 1% 34% 21% Business Travelers that Only Use Apps Business Travelers Business that usually use Travelers that Websites but Only Use Occasionally use Mobile Apps Websites 24% 30% Leisure Travelers That Only Use Mobile Websites Leisure Travelers that usually use Websites but occasionally use apps Leisure Travelers that Only Use Apps Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 22. A Day in the Life of the Mobile TravelerResearch Options – Mobile Website vs. Mobile App Business Mobile Travelers Leisure Mobile Travelers 6% 6% Travel Products 13% Travel Products 8% (Hotel/Flights) 31% (Hotel/Flights) 29% 7% 6%Travel Destinations 13% Travel Destinations 8% 35% 32% 9% 10% Local 15% Local 13% 39% 40% 0% 10% 20% 30% 40% 0% 10% 20% 30% 40% Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 23. A Day in the Life of the Mobile TravelerPurchasing/Booking– Mobile Website vs. Mobile App Business Mobile Travelers Leisure Mobile Travelers 3% 1% 8% Extra Services 5% Extra Services 11% 16% 3% 5% Travel Products 5%Travel Products 10% (Hotel/Flight) (Hotel/Flight) 17% 21% 4% 4% Local 7% Local 11% 20% 24% 0% 10% 20% 0% 10% 20% 30% Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 24. A Day in the Life of the Mobile TravelerPost Purchase Activities – Mobile Website vs. Mobile App Business Mobile Travelers Leisure Mobile Travelers 8% 9% Update Social Networks 18% Update Social Networks 17% 24% 24% 3% 3% Use a Boarding Pass 12% 6% 20% Use a Boarding Pass 17% 4% 3% Check-in for Flight 13% Check-in for Flight 8% 31% 22% 6% 4% Reference Travel Info 14% 34% Reference Travel Info 9% 30% Make Changes to 3% 2% 9% Make Changes to Reservation 21% 6% Reservation 15% 0% 10% 20% 30% 40% 0% 10% 20% 30% Mobile Hits The Mainstream, PhocusWright, 11/1/11
  • 25. Apps – Costly & Niche AudienceAn App-only strategy is flawed… 26% of all apps are never “When discussing traffic numbers on a device basis, I think it’s important to note used again after the first day that we’ve actively diverted millions of users from our mobile website m.ebay.com to our - Pinch Media, January 2011 iPhone, Android and BlackBerry apps. However, despite us proactively diverting traffic, mobile web revenue growth is increasing at the same pace as our mobile 95% of apps are never used app business. Therefore, it is important to again after the first month have a mobile strategy that includes both - Pinch Media, February 2010 mobile sites and apps.” Han-Shen Yuan Director Platform Business Solutions and Mobile Engineering for eBay Inc October 2010. Apps: An ongoing commitment to high overhead
  • 26. Why the Mobile Web?The stepping stone to apps Apps are great if you have an investment & execution strategy in place, but... Bringing an app to market takes time and $ Extra costs for every update Lengthy and sometimes painful App Store approval process The mobile web is the best first step to determine if you need, can or should create an app Shorter development & execution times Test, refine, test Get to know your audience by device, usage, iOS, etc. Lower development & management costs Use the mobile web to then bolster app distribution You’ve captured and tested your audience
  • 27. Options for Mobile Web DevelopmentThere are 3 ways to get there 1. Let your web developers build it in-house because “it’s easy” 11/17/2011 Slide 27
  • 28. Options for Mobile Web DevelopmentThere are 3 ways to get there 2. Outsource it to a screen scraping mobile development vendor because “they won’t bother your IT team” 11/17/2011 © 2011 Netbiscuits GmbH Slide 28
  • 29. Options for Mobile Web DevelopmentThere are 3 ways to get there 3. Use a mobile platform that leverages your existing web infrastructure “because it’s future- proof and scalable ”
  • 30. What are the first steps?Mobile Web Strategies
  • 31. What Fits Mobile and What Doesn’t?Understand your customers’ wants, needs and usage What users do most? • Search/Find/Compare • Communicate/Socialize • Transact/Interact What users can do in a few clicks? • Read: News, Sports, Weather • Buy/reserve/contribute • Listen, watch, talk, learn • Check accounts, prices • Vote, text, email Don’t prioritize complex tasks like account set up 11/17/2011 © 2011 Netbiscuits GmbH Slide 31
  • 32. Mobile is Not a ChannelMobile is an Integrated Solution Mobile CMS, CRM and Commerce updates should occur in same systems as updates for traditional web. In essence there is no Mobile…there is only web. News worthy events in the travel industry happen, weather related events are among the most common reasons a hospitality or travel related organization would have to communicate via the web. Your mobile communication should be simultaneous with any traditional web communication. The update on mobile web via screen scraping services could be hours or days. Commerce offers in the travel industry must be timely.
  • 33. Create an InventoryCommon Elements of Mobile Web Sites Inventory & Re-use your technical tools & resources Desktop graphics & content SEO Product Feed Data Video & Rich Content Reviews & Forums CDN Acceleration Support & Feedback Forms A/B Multivariate Testing E-Commerce Platform CMS Social Strategy (Facebook, Twitter) Partnerships & Alliances Analytics E-mail strategy
  • 34. Do Some ResearchCommon Resources & Tactics Nothing beats feet on the ground Take your competitors’ mobile experience for a test drive Talk to colleagues Ask your kids Use different devices! Check out your analytics & find out what phones your customers are using Create a questionnaire on your website Think about how you can use mobile to amplify or augment desirable customer behavior
  • 35. Product Ideation for Mobile Site DesignConsider Features & Use Cases What tasks are important to your customers? Contact info Location/GPS Customer Service & Feedback Connect with other customers Customer loyalty and rewards Sign up for e-mail Get product info Compare prices Purchase!
  • 36. Think about FunctionalityConsider Features & Use Cases Design to solve the main problems or situations your customers may find themselves in. Timeliness – if you’re running a promo on the desktop site or e-mail it should be mobile too Situational – is your customer traveling or can you take advantage of their location? Review your FAQ’s & most common tickets Offer different ways to get it done: Search & category browse Think about what features, tasks or existing site elements translate to mobile and design your site around them
  • 37. Design ConsiderationsCommon Tactics for Mobile Usability Keep important links & content above the fold Obey the 3-5-7 rule No more than 3 clicks to any piece of data, no more than 5 items on a page, no more than 7 seconds to display the content. Do NOT duplicate your desktop site Remove content that is not mobile friendly or that doesn’t translate to mobile PDF Files? Re-use graphics and content when possible Images with small text overlays in them won’t look great on mobile phones
  • 38. Devise an Implementation StrategyBuild or Buy? Build – Web Smarts can translate JQuery for Mobile Sencha Touch Open-source CMS systems Blog platforms Platform providers like Netbiscuits Buy Full Service Agencies Custom CMS Solutions Full Service Platform providers • Get some experience now • Release early & often!
  • 39. High Level ThoughtsMobile is a Powerful Channel Mobile web is a powerful channel that you should use to augment the other channels you use Respect mobile web, because you will have customers that only have mobile phones & no PC internet Almost anything you can do on the desktop can be done on the mobile web, but before you do it consider the implications
  • 40. Best PracticesMobile Web Tactics
  • 41. Landing Pages for MarketingMobile Ad Banners direct to Mobile Landing Pages
  • 42. Landing Pages for MarketingMobile Ad Banners direct to Social Media
  • 43. Landing Pages for MarketingQR CodesA QR Code allows a camera on a mobile device to scan and connectdirectly to the mobile internet. This QR Code becomes the real worldhyperlink and the mobile phone becomes the mouse. QR Codes can belinked to photos, a mobile website, or a showcasing video. They can befound in print ads, billboards, and other promotional materials.
  • 44. Tags & Codes – In MagazineDrive customer engagement from one channel to another!
  • 45. Mobilized E-MailRedirect E-Mail Clicks to Optimized Mobile Sites & Offers Land Rover Marketing Free Promotions - Land Rover Click Here for mobile friendly version.
  • 46. Add Mobile to your Media BuysSimplify the creation, management and delivery of rich mobile ads Example Formats Expandable 3D Flip Interactive Swipe Peel Sticky Portrait to Landscape Interstitial Shutter/Jalousie 360° Rotator
  • 47. Tablet + Mobile WebDynamic Tablet Sites
  • 48. Hybrid AppsRich functionality on the Mobile Web Mobile Hybrid Apps integrate mobile optimized websites into Native Apps Available for all major OS such as iPhone, Android, Windows, Blackberry, Ovi Save cost: One code base to publish to mobile web and apps environments
  • 49. Thank You www.netbiscuits.com m.netbiscuits.com Craig Besnoy Managing Director, U.S. Tel +1-212-710-0541 Mobile: +1-917-674-0098 c.besnoy@netbiscuits.com