Agenda The World is Mobile – watch out for the pace of change! Understanding Your Audience Examples: Mobile and Social Lonely Planet: Community led growth Virgin Atlantic: Responding to customers 2
The Digital Audience is highly engaged
64% visit the BBC site several times a day
94% access the BBC site directly
And they take 5.6 million flights a year
BBC.com users study Summer 2009 Worldwide ex UK. Represents profile of respondents to pop up survey comScore October 2009
Our Mobile Site is 12 years old
This year the pace of change quickened: BBC News iPad App USA Today: “The site from the British broadcaster is chock full of information. If you were going to design the TV news broadcast of the future, where viewers pick the stories and watch them come to life, this is it.” Features: Top news, features & analysis Thumbnails & headlines with full articles Carousel format “Flicking” motion Audio/Video World Service content - 8 languages Oracle as Global Launch Partner
‘A few years ago I wouldn’t have eventhought of using the internet for news never mind the mobile, now I’m using the mobile all the time.’
In fact mobility is key to our world
Media trends – media reach 2007 Personal Communication 2015 Mobile internet Social networking PC Internet High reach Low reach Digital TV Print Analogue TV Radio Mass Communication Cinema Posters Source: Steve King ZenithOptimedia
We see Mobile and Social Media as natural bedfellows Twitter was born on mobile and was transplanted onto PC web Status updates are most value on the move Facebook is as popular on mobile as on web Facebook has apps on iPhone & Blackberry & Google & Nokia OVI Source: www.insidefacebook.com
Mobile News Generation Y chooses mobile web - report OSLO: According to the Opera State of the Mobile Web report released on Wednesday, 24 November 2010, most 18-27 year-old Opera Mini users use their mobile phones to browse the web more often than they use a desktop or laptop computer for the same purpose. In Nigeria, South Africa, and Indonesia, over 90% of Generation Y users said they use their mobile phones more than desktop or laptop computers to access the internet. The mobile web and Younger People
Under 18s Over 18s Generation effect… China Total Pop: 1, 320, 864,000 India Total Pop: 1,151,751,000 UK Total Pop: 60,512,000 France Total Pop: 61,330,000 Source: Unicef
Where Mobile fits in the Travel Lifecycle 14 Sharing Experiences Social Networks, Blogs and forums Mobile guide books and Language tools Mobile based purchase
As far back as 2008 consumers identified value in mobile travel 15 Source: Amadeus IT Group SA May 2008
BusinessConcerns Will mobile services bring costs down? To succeed with users mobile services must be: As reliable as text messaging Work with any cell phone Be accessible to almost all travellers Not be too expensive (roaming charges) Be safe and secure 16
A Word on Marketing Impacting The Consumer Purchase Cycle ACTIVE CONSIDERATION PURCHASE CONVERSION CONSUMPTION USAGE RELATIONSHIP BUILDING AWARENESS INVOLVEMENT ADVOCACY What does it do for me? Is it for me? Which one? This one This is just what I wanted They care about me These are great, You should get one SOCIAL MEDIA DISPLAY SEARCH Source: Zenith
Example 1: Growth through Community Goodwill
Celebrating 100 million shared storieslonelyplanet.com/win Glamorous girls parading on a performance stage at Pushkar ka Mela, the world's largest camel fair in India. Pushkar, Rajasthan, India. Photograph by SreesailamPasupula.
Always helping travellers: Lonely Planet provided 13 free city guide apps to help travellersstranded by Iceland Volcano. 4 million downloads in 4 days.
Their Product Innovation Path is Aggressive
Augmented Reality – Location Based isnow part of the near future 26
Example 2: Virgin Atlantic
Winner 2009 Tactical SMS Flight Alerts(award winning!) Ref xxxxxx. Your flight VS0024 28MAR has had a schedule change. Your flight will now be departing Los Angeles 25mins earlier at 2155 and arriving into Heathrow 1620 the next day. We apologise for any inconvenience caused. We are sorry to advise that VS0002 12JAN has been cancelled. Please call US 1800 821 5438 or UK 0870 998 0747 for rebooking options. Please quote reference xxxxxx. We apologise for any inconvenience caused. Due to the closure of UK airspace as a result of Volcanic activity in Iceland our VS075 Manchester to Orlando service has been cancelled. Please contact your Tour Operator or the Virgin Atlantic Contact Centre 500k texts sent to date (mainly schedule changes)
Virgin ran an “Open Innovation” programme with customers and NESTA, and mobile came out strongly http://www.nesta.org.uk/news_events/articles/assets/features/vjam http://www.100open.com/
Watched the “Battle of the App Stores” Apple is still the winner by volume of apps and downloads But … Google Android has surpassed others very quickly Source: Morgan Stanley, gigaom.com, Forrester July 2010
The “iPhone airlines” Up to May 2010 there were only 6-7 airline iPhone apps then this trebled from June-Oct.
The “Mobile Web” airlines Mobile Internet is seen by many to be better value than apps AA, BA, CO, NW, AF/KLM, QF, EY, EK, SQ, LH, Delta, UA Air, Jet Blue, Easyjet, Virgin Blue, …
They developed a Flying Club and flight status Facebook app www.virgin-atlantic.com/en/gb/bookflightsandmore/innovationzone
And also a taxi share service(now available on mobile) www.taxi.to and www.taxi.to/mwc/ www.virgin-atlantic.com/en/gb/bookflightsandmore/innovationzone
First app: Flying Without Fear Launched Nov 2009 Excellent press coverage £2.99
So successful another quickly followed: Virgin Atlantic Jet Lag app £1.19, $1.99 Helps flyers recover faster from jet lag Includes links to Facebook & Twitter All airline customers are welcome to use it!
Flight Tracker iPhone app We set a download target for the first quarter and hit it in the first 2 weeks…
The Flight Tracker app had top billing on the app store for 2 weeks Still in top 25 free travel apps Still excellent customer feedback
Love this app.!
Well done everyone involved. Very Virgin!!!
Excellent app ! I have given you a 5 star rating. It's well deserved
I love the rotating globe It's a great app for version 1.0 and I'm sure it'll evolve Excellent app
Great application really cool things to do. Brilliant app guys. Well done
The BEST app created for an airline!!! Really cool, interactive, easy to use and with plenty of useful info
Amazing app. Had fun tracking my sisters flight to Orlando thank you ;)