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2011 dmo mojo gruber

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Presentation on how to develop a successful mobile strategy for travel companies. Presented at DMO Mojo event in New Orleans on March 3, 2011.

Presentation on how to develop a successful mobile strategy for travel companies. Presented at DMO Mojo event in New Orleans on March 3, 2011.

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  • IHG’s statistics show that roughly 70 percent of mobile web bookings are same day compared to 11 percent via the webVirgin Atlantic Airways’ manager - eBusiness strategy, Fergus Boyd says mobile is primarily about delivering service at the point of need in a customer’s journey
  • Yesterday Google just revealed their HTML5 showcase HTML5Rocks.Last week Scribd CEO Adler says the conversion from Flash to HTML5 was by far the greatest driver for his document sharing company. According to Scribd’s numbers, time on the site has tripled in the last three months. http://techcrunch.com/2010/06/19/scribds-decision-to-dump-flash-pays-off-user-engagement-triples/On Tuesday Adobe finally ships Flash 10.1 for Mobile, but only for Android. And only supports Froyo which is only available on a handful of Android devices. Not available on any HTC devices as yet because of updates needed to HTC Sense UI. Word is that HP/Palm iteration delayed until the Fall perhaps. http://techcrunch.com/2010/06/22/flash-player-mobile/

2011 dmo mojo gruber 2011 dmo mojo gruber Presentation Transcript

  • 5 Steps to a Successful Mobile Strategy in Travel
    Glenn Gruber
    AVP, Travel Technologies
    Ness Software Product Labs
  • Poll
    Who already has a
     Mobile-optimized Web Site
     Mobile App
  • Mobile is Not a “Nice to Have”
  • Mobile is Not a “Nice to Have”
  • Mobile Devices at the Center of Traveler Interactions
    Mobile is for when you’re not at home
    Always-on, always-available communications channel
    The Local Resource Guide: What can I do and when can I do it?
    Reminders
    Mobile is social
  • 5 Steps to Success
  • Step 1: Determine Use Cases
    Understand what role mobile plays within the traveler lifecycle, how it supports, extends other channels
    What are the gaps in current communication, interaction channels?
    What changes in behavior do you want to achieve?
    Complex decisions v. Spur of the moment
    Social, Location-based Services
    Do not lose sight of your Brand
  • Step 1: But Don’t Lose Sight of Your Brand
    Source: Forrester Research
  • Mobile Application Development Challenges
    Hardware diversity
    Screen Parameters, Keyboard features
    Memory
    Processing power etc
    Software diversity
    Platforms
    User preferences
    Environment
    Deployment Infrastructure
    Carrier Restrictions
    Difficulty to “write once and run any where”
    9
  • Step 2: Prioritize Platform/Device Support
    Ever increasing number, ever expanding definition of mobile devices, and operating systems
    Do you know what your customers are most-likely using?
  • Step 3: Evaluate Technology Options/Process
    App-centric v. Mobile Web-centric
    Consider which device capabilities will be leveraged
    Optimized for Smartphone specifically, or “Write Once Run Anywhere?”
    Flash v. HTML5
    Leverage proprietary development platform or industry standards?
  • So, where do you start?
    Mobile Web
    Mobile App
  • Mobile Web
    Pros
    35% of mobile subs use browser
    Search discoverability
    Cross-device support
    Cons
    Latency
    Loss of screen real estate
    Not all browsers created equal
    Best Practices
    Browser re-direct to m.domain.com or .mobi
    Provide mobile appropriate content
    Design with mobile users in mind
    Use tools that optimize by platform
  • Mobile Apps
    Pros
    More than 60 apps downloaded for every Apple device sold
    Robust user experience
    Fully leverage native device
    Placement on device
    Cons
    Cost & resources to develop for multiple platforms
    Best Practices
    Don’t rely on AppStores
    Provide true utility
    Android is just as important as Apple
  • Mobile = Location
  • Run mobile development like a product, not a project
    Develop release schedules
    Spend appropriate time on mobile architecture, don’t rush to code
    Estimation
    Be agile, don’t wait for “the big release”
    Step 4: Create Your Roadmap
  • Roadmap shouldn’t be static
    Anything changing in the user base?
    Evaluate new devices, platforms, access methods
    Analysis of usage – where, when, features
    Re-evaluate UI accordingly
    Continuously changing mobile ecosystem may demand change in strategy
    Step 5: Analyze and Adjust
    In 2009, smartphone ownership in the US grew by 61% and daily mobile Web browsing grew by 89%. Annual planning cycles for a mobile product road map will result in dated plans.
    With mobile Web and application development cycles running at three months or more for the custom design of complex services with deep integration into existing infrastructure, we're not suggesting rethinking mobile every three months.
    We are suggesting that companies revisit their proposed offerings at least every six months to ensure that they are keeping pace with consumer expectations and skills.
    -Forrester: Creating a Mobile Services Product Roadmap (July 8, 2010)
  • Thank You for Your Time
    Glenn M. Gruber
    AVP, Travel Technologies
    Ness Software Product Labs
    glenn.gruber@ness.com
    Mobile: 781.249.4049
    @ggruber66