The Mobile Traveler    Experience         Webinar     November 8, 2012
KKevin May                Gene QuinnEditor / Moderator       CEO / Producer
PanelistsBill Loller                 Julie AskTealeaf, an IBM Company     Forrester Research, Inc.VP, Mobile Product      ...
Poll no. 1
Poll no. 2
The Mobile Experience             Bill Loller             VP, Mobile             Tealeaf, an IBM Company
Agenda Mobile Trends & The User Experience Consumer Expectations Winners & Losers Experience Management: CX Mobile Be...
Mobile Driving Success/Failure                                  “eBay sees mobile as a game changer”         © 2012 IBM Co...
The Mobility SpectrumPast             Present                     Future?Mobility is not about devices, it is about People...
The iPhone is bigger than  MicrosoftSource: APPL and MSFT SEC Filings                           © 2012 IBM Corporation
Ubiquitous mobile penetration         © 2012 IBM Corporation
Consumer behaviorincreasingly mobile focused        © 2012 IBM Corporation
We sold more smartphonesthan PCs last yearTablets alone will surpass PC sales in 2 to 3 years                 © 2012 IBM C...
Travel and mobile      Travel may just be the killer app for mobile devices. – Wall Street Journal, Aug 27, 201214       ...
Travel and mobile15          © 2012 IBM Corporation
Travel and mobile16           © 2012 IBM Corporation
Expectation vs. reality85% of adults who have completed a mobile transaction in the pastyear expect the experience to be b...
Consumer expectations formobile are high        © 2012 IBM Corporation
Bad mobile experiences =real consequences                                @xxxx *sigh* So                                 d...
Top consumer struggles1. Inability to complete   a transaction2. Search functionality3. User interface63% of all online ad...
Mobile starsSome companies are getting mobile right andpeople are talking about it1. Convenience2. Ease of use3. Time savi...
Lessons learned Mobile consumers are task-oriented  – Give them the essentials  – Give it to them consistently (match mob...
Tealeaf CX Mobile     © 2012 IBM Corporation
Unprecedented visibility into               the mobile experienceSee the complete mobileexperience through theeyes of your...
Mobile web                               New this year!                                HTML5 support                     ...
Native Apps        New this year!        - Android support        - Screen capture        - Stack traces        © 2012 IBM...
Coming soon: mobile usability –heatmaps & link analytics          © 2012 IBM Corporation
Mobile DOM rendering       © 2012 IBM Corporation
Best Practices   © 2012 IBM Corporation
Common mistakes Visual overload                             Not using CSS3/HTML5                                        ...
Best practice: Make it easyAs the research shows, only 17 percent  of mobile users feel the ease of use is  what they’d e...
Make it easy: Design formobile         © 2012 IBM Corporation
Best practice: Listen✓Customers have lots of ways of telling you  (and everyone else) what works and what  doesn’t – app s...
Listen: Reviews, tweets, FB = VOC          © 2012 IBM Corporation
Best practice: Simplify✓Move from doing things because they are cool  to doing things that help customers buy on  mobile d...
Simplify: KISS        © 2012 IBM Corporation
Thank You © 2012 IBM Corporation
Poll no. 3
Making Leaders SuccessfulEvery Day
Mobile Traveler ExperienceDrive Your Competitive Advantage With A Mobile First ApproachJulie AskVice PresidentNovember 8, ...
Key Questions• What does “mobile first” mean?• How do consumers use mobile  phones for travel today?• How should the trave...
Key Questions• What does “mobile first”  mean?• How do consumers use mobile  phones for travel today?• How should the trav...
The phone sees a phone.
Mobile phones will diverge from PCs interms of what they can do — so too mustyour approach to developing and deliveringmob...
You need a ―mobile first‖ approach.
―Mobile first‖ doesn’t mean that mobile takes a higher priority than other devices/channels.
―Mobile first‖ means you design for mobile atthe start rather than using a retrofit approach.
Mobile will be unique. Mobile will be:• Highly contextual• Well-suited for tasks• A new services layer
1. Mobile must be highly contextual.© 2012 Forrester Research, Inc. Reproduction Prohibited                50
Phones will have a host of new technologies                                  Technology                                   ...
Forrester defines context as“the sum total of what your customer has told you and is experiencing at   their moment of eng...
Context includes:Situation: the current location, altitude, andspeed the customer is experiencingPreferences: the history ...
Think of this less as ―Big Brother‖ watching . . .  http://www.flickr.com/photos
. . . and more like ―Big Mother‖ helping
The line between creepy andhelpful is thin, gray, and curvy.
Context is mostly about locationtoday, but it is getting a lot more           interesting.
The potential of context will evolve with timeHigh                                                                        ...
Wayfinding is important in travel – especially―what’s nearby … my location?‖                                     Or, ―wher...
Contextual use of time will help prioritize home page content                        Airline example based on user time   ...
2. Mobile will be task-oriented.© 2012 Forrester Research, Inc. Reproduction Prohibited                      61
Consumers surf on PCs . . .
. . . and explore.
When I am researching a big trip, I go online                       Online                  Research       Decide         ...
Consumers are task-oriented on phones.© 2012 Forrester Research, Inc. Reproduction Prohibited     65
But when I’m on the go, I have different needs                      Online                   Mobile phone                 ...
3. Mobile will be a services layer and anenhancement to real-world experiences.
TravelMobile tactics such as augmented reality can be used to helptravelers find restaurants that fit their tastes, budget...
Mobile will add a digital services layer tohotel rooms                                   Rain                             ...
Key Questions• What does “mobile first” mean?• How do consumers use  mobile phones for travel  today?• How should the trav...
Consumers are mobile savvy                                     Increasing                                       mobile    ...
Frequent travelers are even more savvy               Increasing                                                           ...
Consumers in emerging markets have higher     adoption and usage of SMS                    How frequently do you send or r...
Consumers are also using travel apps on       their mobile phones…                     Which of the following types of tra...
… and on their tablets                     Which of the following types of travel-related apps (free or paid) have you use...
Tablets are primarily home-use devices, butthey do travel with them                             Where do you use your tabl...
Key Questions• What does “mobile first” mean?• How do consumers use mobile  phones for travel today?• How should the trave...
Define use cases.
Websites are a static collection of information and services linked by process and logic                                  ...
Mobile must map to use cases and passenger needs                                                                          ...
Leverage Mobile At Every Step Of The         Customer Journey
Where can mobile enhance consumer touch     points throughout their commerce journey?                                     ...
Focus on Convenience – especially  where immediacy adds value.
Which is a more convenient means of travel?Why?
Changing the channel on your TV?
Consumers will adopt and use convenientservices      A product or service is   considered to be convenient if:    Σ Benefi...
The Mandarin Oriental app offers convenience        Immediacy                     Simplicity                      ContextP...
Develop a plan to evolve sophistication.
Focus on consistency — a pragmatic first stepHigh Level of mobile sophistication                                          ...
United’s mobile services have a similar look, feel,and functionality as the main website online     Web (computer)        ...
Mobile can enhance other touchpointsHigh Level of mobile sophistication                                                   ...
Where is there value in immediacy?                                                                Airline: travel day   Al...
Mobile can offer new services                                                              BreakthroughHigh               ...
Mobile boarding passes
In-seat entertainment
Context must deliver simplicity                                                   Simplicity               Advanced       ...
Contextual use of time will help prioritize home page content                        Airline example based on user time   ...
Get your technology team involved.
Let’s go back to the airline example                       Airline example based on user time        –2 days              ...
Actualizing this scenario requires deep       alignment with the technology team  Flight                      –2 days     ...
Are you ready for this new world?                                          How do you stack up?© 2012 Forrester Research, ...
Some obvious signs you are behind include:You don’t have a mobile strategy.      You are still pursuing one-off projects. ...
Summary: Mobile first• Acknowledge mobile is different and understand how.  -    Contextual  -    Task-oriented  -    Serv...
Thank you.Julie Ask+1 415 355 6002jask@forrester.comwww.forrester.com
Poll no. 4
Q&A
Thank You!          Please send your questions and comments to Kevin          Please                       May, kevin@tnoo...
The mobile traveler experience
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The mobile traveler experience

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Smartphones and tablets … constant connectivity and mobility … these devices and trends have a massive impact on the lives of every business and leisure traveler.

But what has the industry learned since the idea of the always-connected traveler became the norm?

Where are the next opportunities for the travel industry in the mobile space?

And, perhaps most important of all, what are the rapidly evolving expectations of on-the-go customers as they interact more with travel brands via mobile devices?

Panellists:

Bill Loller, vice president of mobile product management, Tealeaf, an IBM Company
Julie Ask, vice president and principal analyst, eBusiness and channel strategy professionals, Forrester Research Inc.

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  • “We forecast worldwide HTML5 phone sales to surge …to 1.0 billion in 2013.” -- Strategy Analytics
  • Phone does have a lot of resemblence to the PC today.The phone doesn’t see itself as a computer. Computers are portable – not mobile. We use them at home or at work or school, primarily. We do browse the web on them, but we also work. We create power points like this presentation. They can take a long time to boot up. They don’t have persistent connectivity. They are heavy. Their batteries drain after a few hours of use.
  • The phone sees a phone when it sees its reflection. It is fun. It is more often than not new. We don’t complain that it is too slow or clunky. It goes everywhere with us. If we realize we have forgotten it, we go home to get it. If we lose it, we panic – it has ALL of our information on it. It is always connected. We use it to play games, to bank, to shop and to connect to our friends on Facebook.
  • Phones may seem to be a lot like PC’s today. The same people who are making computers – Apple, Samsung – are making phones. Operating systems are similar to tablets – our new PC replacements. Phones will diverge quickly from PC’s over the next 3 to 5 years. First, how we control these devices will change dramatically. Phones will have two cameras on one side … just like we have two eyes. Two eyes help us assess depth or conceive of distances. Phones will do the same. More practically, they will facilitate gesture-based control like we see with the xBox Kinect. From the standpoint of voice, we’ll move from verbal commands such as Siri to more conversational voice. Near-field communications will allow our phones to exchange information with other machines or stickers. Next will be displays. Yes, the retina display on the iPhone is awesome. It’s nothing compared to what we’ll see soon. Better displays will allow for more fine-tuned control through touch. Micro-mirrors will enable project onto larger screens. Finally, sensor developments will facilitate better control of the devices through motion as well as the collection of a phenomenal amount of information. Most of our phones already have accelerometers, gyroscopes and magnetometers. These will become more sophisticated. They will also converge onto a single chip with development tools to give better/easier access. Some of these other sensors will be in the phones while others will be attached. Chemical sensors will detect food freshness while microbolometers will use their ability to sense darkness/lightness or heat/coolness to alert us to open parking spots or see in the dark. Pressure sensors will help us navigate at heights.
  • The mobile phone will be your connection to the world, your body, your car and all of the other devices you own. As a result, the phone will know you better than your mother or spouse. This real-time, comprehensive information will enable better decision-making and targeting. Think “Big Mother” rather than “Big Brother”
  • Consumers will forgo privacy for the convenience this context deliversThe mobile phone will be your connection to the world, your body, your car and all of the other devices you own. As a result, the phone will know you better than your mother or spouse. This real-time, comprehensive information will enable better decision-making and targeting. Think “Big Mother” rather than “Big Brother”
  • This is no longer about a static piece of information or context. You now need to think about what this information means. What does 1010 Main Street mean? Is that your store? Is that your competitor’s store? Let me show you a few more examples.
  • On mobile, consumers are more task-oriented. These are not extended sessions. They will not start tasks and come back repeatedly over the course of months. They will seek to accomplish a very narrow task in a short period of time.
  • a) Online consumers vs. b) smartphone owners – use of mobile travel services today. Also include a bubble with the % of online consumers and smartphone owners who have downloaded travel apps + bubble with number using mobile to check air/train schedules with mobile devices (for both online consumers and smartphone owners)
  • a) Online consumers vs. b) smartphone owners – use of mobile travel services today. Also include a bubble with the % of online consumers and smartphone owners who have downloaded travel apps + bubble with number using mobile to check air/train schedules with mobile devices (for both online consumers and smartphone owners)
  • Still, a surprisingly high percentage (13% overall) of tablet owners say they use their tablets in stores.
  • Immediacy - account information (including past payment information) and all previous stays with MO are recorded for your convenience – and easy re-bookings.Simplicity – when booking via the app, the contacts button allows user to pre-fill information into the form by selecting their (or the person who is traveling) contact informationContext – Based on your location or the location of the hotel you’ll be staying at, the MO app can recommend close by attractions, restaurants and shopping areas
  • “Mobile is both a touchpoint …”Mobile can act like a smaller version of your PC-experience. In fact, this is where many companies start. They start by shrinking and squeezing the experience they have made for the PC onto a smaller screen.
  • “ … as well as a means of enhancing other touchpoints”Too often eBusiness professionals overlook this opportunity. How can mobile make the in-store or on-train experience a better one? Those offering account openings (e.g., insurance) can communicate the status of an application filled out in person through text messaging.A doctor can assist a patient with medication compliance through reminders. A bank can more quickly detect fraud if the location of a mobile phone and credit card transaction do not match.A retailer can extend the aisle in a store by using mobile to sell additional colors or allow consumers to place orders for out-of-stock sizes or products. An airline or hotel can remind guests/passengers of a change in their reservation or flight.
  • Mobile also offers a set of unique experiences. Mobile can be used to record damage from an automotive accident or see how a pair of sunglasses will look on your face while you are still in the store. Mobile can be used to deposit checks or file your income tax.
  • Mobile also offers a set of unique experiences. Mobile can be used to record damage from an automotive accident or see how a pair of sunglasses will look on your face while you are still in the store. Mobile can be used to deposit checks or file your income tax.
  • Even for one scenario we showed you … your customer is in your store … you need to give them access to real time flight reservation system, customer loyalty processes, flight processes and baggage handling processes. You can’t accomplish this with one off projects - you’ll need to work with your IT team to get the right web services and information architecture in place.
  • Read through the slide. Have it build.
  • The mobile traveler experience

    1. 1. The Mobile Traveler Experience Webinar November 8, 2012
    2. 2. KKevin May Gene QuinnEditor / Moderator CEO / Producer
    3. 3. PanelistsBill Loller Julie AskTealeaf, an IBM Company Forrester Research, Inc.VP, Mobile Product VP and PrincipalManagement Analyst, eBusiness and Channel Strategy Professionals
    4. 4. Poll no. 1
    5. 5. Poll no. 2
    6. 6. The Mobile Experience Bill Loller VP, Mobile Tealeaf, an IBM Company
    7. 7. Agenda Mobile Trends & The User Experience Consumer Expectations Winners & Losers Experience Management: CX Mobile Best Practices © 2012 IBM Corporation
    8. 8. Mobile Driving Success/Failure “eBay sees mobile as a game changer” © 2012 IBM Corporation
    9. 9. The Mobility SpectrumPast Present Future?Mobility is not about devices, it is about Peoplebeing increasingly Mobile, and paradigms thatenable them © 2012 IBM Corporation
    10. 10. The iPhone is bigger than MicrosoftSource: APPL and MSFT SEC Filings © 2012 IBM Corporation
    11. 11. Ubiquitous mobile penetration © 2012 IBM Corporation
    12. 12. Consumer behaviorincreasingly mobile focused © 2012 IBM Corporation
    13. 13. We sold more smartphonesthan PCs last yearTablets alone will surpass PC sales in 2 to 3 years © 2012 IBM Corporation
    14. 14. Travel and mobile  Travel may just be the killer app for mobile devices. – Wall Street Journal, Aug 27, 201214 © 2012 IBM Corporation
    15. 15. Travel and mobile15 © 2012 IBM Corporation
    16. 16. Travel and mobile16 © 2012 IBM Corporation
    17. 17. Expectation vs. reality85% of adults who have completed a mobile transaction in the pastyear expect the experience to be better than using a laptop ordesktop computerYet 41% of comments about the top mobile companies expressedfrustration © 2012 IBM Corporation
    18. 18. Consumer expectations formobile are high © 2012 IBM Corporation
    19. 19. Bad mobile experiences =real consequences @xxxx *sigh* So depressing. Why do this? -------------------------- ―A bad review in the app store scars your app for life” – Mobile Orchard (leading iOS Blog) © 2012 IBM Corporation
    20. 20. Top consumer struggles1. Inability to complete a transaction2. Search functionality3. User interface63% of all online adults would be less likely tobuy from a company via other purchasechannels if they experienced a problemconducting a mobile transaction. © 2012 IBM Corporation
    21. 21. Mobile starsSome companies are getting mobile right andpeople are talking about it1. Convenience2. Ease of use3. Time savings © 2012 IBM Corporation
    22. 22. Lessons learned Mobile consumers are task-oriented – Give them the essentials – Give it to them consistently (match mobile and regular web site) – Make it readable – Serve it up quickly Even if you do all of this … © 2012 IBM Corporation
    23. 23. Tealeaf CX Mobile © 2012 IBM Corporation
    24. 24. Unprecedented visibility into the mobile experienceSee the complete mobileexperience through theeyes of your customers Native Mobile Discover ―why‖ customers succeed or Apps Site fail Automatically detect customer CX Mobile struggles, obstacles or issues covers all Drill down into actual user behavior, mobile channels complete with gestures Hybrid Translate customer feedback into Apps HTML5 actionable improvements Correlate customer behavior with network and application data © 2012 IBM Corporation
    25. 25. Mobile web New this year!  HTML5 support  Chrome renderer for BBR  High fidelity mobile replay © 2012 IBM Corporation
    26. 26. Native Apps New this year! - Android support - Screen capture - Stack traces © 2012 IBM Corporation
    27. 27. Coming soon: mobile usability –heatmaps & link analytics © 2012 IBM Corporation
    28. 28. Mobile DOM rendering © 2012 IBM Corporation
    29. 29. Best Practices © 2012 IBM Corporation
    30. 30. Common mistakes Visual overload  Not using CSS3/HTML5 (reduces need for images) Making user fill out long forms  Opaque design – user can’t figure out what is happening Not accounting for size/width of the finger  Not setting a home screen icon Not accounting for device width  Making pages non-zoomable Heavy or too many image files © 2012 IBM Corporation
    31. 31. Best practice: Make it easyAs the research shows, only 17 percent of mobile users feel the ease of use is what they’d expect.There’s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps. © 2012 IBM Corporation
    32. 32. Make it easy: Design formobile © 2012 IBM Corporation
    33. 33. Best practice: Listen✓Customers have lots of ways of telling you (and everyone else) what works and what doesn’t – app store reviews, Twitter, Facebook, etc. They are sharing critical information.✓Be open to learning and optimizing from what they are saying. © 2012 IBM Corporation
    34. 34. Listen: Reviews, tweets, FB = VOC © 2012 IBM Corporation
    35. 35. Best practice: Simplify✓Move from doing things because they are cool to doing things that help customers buy on mobile devices.✓Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers.✓For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry. © 2012 IBM Corporation
    36. 36. Simplify: KISS © 2012 IBM Corporation
    37. 37. Thank You © 2012 IBM Corporation
    38. 38. Poll no. 3
    39. 39. Making Leaders SuccessfulEvery Day
    40. 40. Mobile Traveler ExperienceDrive Your Competitive Advantage With A Mobile First ApproachJulie AskVice PresidentNovember 8, 2012
    41. 41. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
    42. 42. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
    43. 43. The phone sees a phone.
    44. 44. Mobile phones will diverge from PCs interms of what they can do — so too mustyour approach to developing and deliveringmobile services.
    45. 45. You need a ―mobile first‖ approach.
    46. 46. ―Mobile first‖ doesn’t mean that mobile takes a higher priority than other devices/channels.
    47. 47. ―Mobile first‖ means you design for mobile atthe start rather than using a retrofit approach.
    48. 48. Mobile will be unique. Mobile will be:• Highly contextual• Well-suited for tasks• A new services layer
    49. 49. 1. Mobile must be highly contextual.© 2012 Forrester Research, Inc. Reproduction Prohibited 50
    50. 50. Phones will have a host of new technologies Technology Opportunity (examples) • 3D cameras • Distance measured, gesture controlControls • Biometrics • Security, access cards, ID • Conversational voice recognition • Verbal command (e.g., Siri) • Near field communications (NFC) • Payments, ticketing, and information • 3D displays • Augmented reality, video outputDisplays • High-resolution displays • Media consumption, bar codes • Micromirrors • Image projection, picoprojectors • Touch inputs (fine-tuned)Data collection • Accelerometers (detects motion/tilt) • Phone orientation as control, pedometer • Chemical sensors • CO detection, food freshness • Gyroscopes • Gesture control, navigation, games • Magnetometers • Directions — ―Is it over there?‖ • Microbolometers (infrared) • Night vision, heat, light/dark • Pressure sensors • Height in buildings Source: A.M. Fitzgerald & Associates, Yole Développement, and interviews with Atmel, InvenSense, and Sharp Electronics
    51. 51. Forrester defines context as“the sum total of what your customer has told you and is experiencing at their moment of engagement.”
    52. 52. Context includes:Situation: the current location, altitude, andspeed the customer is experiencingPreferences: the history and personal decisionsthe customer has shared with youAttitudes: the feelings or emotions implied bythe customer’s actions and logistics
    53. 53. Think of this less as ―Big Brother‖ watching . . . http://www.flickr.com/photos
    54. 54. . . . and more like ―Big Mother‖ helping
    55. 55. The line between creepy andhelpful is thin, gray, and curvy.
    56. 56. Context is mostly about locationtoday, but it is getting a lot more interesting.
    57. 57. The potential of context will evolve with timeHigh • Biometrics • Display technology • Gesture-based control Level of contextual sophistication • Distance? Depth? Fundamentally • What floor in building? What aisle? • What direction is the consumer facing? altered • Light? Dark? navigation Add more Add intelligence • Purchase intent? contextual • In my store? In a competitor’s store? dimensions • Within 1 hour of flight? Two days? • Behavior/preferences • GPS • Time of day Basic contextLow 2011 2012 2013 2014 2015 2016
    58. 58. Wayfinding is important in travel – especially―what’s nearby … my location?‖ Or, ―where is Mickey Mouse?‖ Is ―my ride close by?‖ Source: Apple Maps
    59. 59. Contextual use of time will help prioritize home page content Airline example based on user time –2 days –2 hr Flight +2 hr + 2 days • Arrival time • Customer service • Change reservation • Food order • Mileage status • Reserve seat • Movies • Reward travel • View reservations • Wi-Fi • Upcoming reservations • Check gate • Ground • Departure time transportation • Lounge access • Lost luggage • Upgrade • Navigation
    60. 60. 2. Mobile will be task-oriented.© 2012 Forrester Research, Inc. Reproduction Prohibited 61
    61. 61. Consumers surf on PCs . . .
    62. 62. . . . and explore.
    63. 63. When I am researching a big trip, I go online Online Research Decide • Longer sessions Location • Visit multiple sites Days to Weeks Travel (e.g., airline, hotel, Lo nely Planet) Hotel • Read reviews, ratings, reco Activities mmendations, etc.
    64. 64. Consumers are task-oriented on phones.© 2012 Forrester Research, Inc. Reproduction Prohibited 65
    65. 65. But when I’m on the go, I have different needs Online Mobile phone Research Decide Short, discrete tasks Location Find way Quick Help/Reference Get Taxi Days to Weeks Travel Find Thai Food Theater Times Hotel Change Flight Book Hotel Activities Find Baggage Share Photos
    66. 66. 3. Mobile will be a services layer and anenhancement to real-world experiences.
    67. 67. TravelMobile tactics such as augmented reality can be used to helptravelers find restaurants that fit their tastes, budgets, attire,etc. while on the go.
    68. 68. Mobile will add a digital services layer tohotel rooms Rain Forecast Peak is 12,000 ft TV Instructions Internet Access Movie Schedule
    69. 69. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
    70. 70. Consumers are mobile savvy Increasing mobile Mobile Technographics® Profiles sophistication (Metropolitan) • Use mobile Internet at least weekly43% 29% 52% SuperConnecteds • Conduct 2 or more mobile advanced activities at least monthly32% 29% 51% Entertainers • Play games, listen to music or Watch TV/video at least weekly • Use mobile phone for work purposes14% 6% 41% Connectors more than 25 percent of their time • Use primarily communication16% 34% 12% Communicators services (e.g, SMS)29% 19% 7% • Primarily use voice Talkers10% 7% 8% Inactives • Do not own a mobile phone Sources: 2011 Q2 European Benchmark, North American Technographics Benchmark Survey Q2/Q3, 2011, Q2 2011 Asia Pacific Benchmark
    71. 71. Frequent travelers are even more savvy Increasing US online US online mobile US online Leisure Business sophistication adults travelers travelers SuperConnecteds 42% 49% 65% Entertainers 32% 38% 47% Connectors 14% 16% 45% Communicators 16% 17% 13% 29% 27% 13% Talkers Inactives 4% 10% 3% Among frequent business travelers, 72% own smartphones.Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US)Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually
    72. 72. Consumers in emerging markets have higher adoption and usage of SMS How frequently do you send or receive SMS/text messages on your primary mobile phone? 95% 93% 93% 92% 90% 85% 87% 85% 82% 77% 74% 71% 69% At least 63% 61% monthly or 59% more often 51% 48% At least daily or more often Base: Online adults 18+ (online monthly or more) with at least one active cell phone Source: North American Technographics Online Benchmark Survey (Part 1) Q2,2012 European Technographics Online Benchmark Survey, Q3 2012 Latin American Technographics Online Benchmark Survey, Q3 2012 Asia Pacific Technographics Online Benchmark Survey, Q3 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 73
    73. 73. Consumers are also using travel apps on their mobile phones… Which of the following types of travel-related apps (free or paid) have you used on your MOBILE PHONE in the LAST 12 MONTHS? US online adults Smartphone owners Apps from airlines that allow you to book, check- 10% in, and view flight schedules 19% Apps that track flight 7% status, delays, cancellations, and/or gate changes 14% Apps that search for hotel rooms, flights, and travel 6% deals 12% Apps from hotels that allow you to find 5% hotels, check-in, and choose bed/pillow type 8% Bases: 3,325 US online adults with mobile phones or tablets, 1,587 US online adults with smartphones Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US) Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually© 2012 Forrester Research, Inc. Reproduction Prohibited 74
    74. 74. … and on their tablets Which of the following types of travel-related apps (free or paid) have you used on your TABLET in the LAST 12 MONTHS? US online adults Apps from airlines that allow you to book, check- 13% in, and view flight schedules Apps that search for hotel rooms, flights, and travel 13% deals Apps that track flight status, delays, cancellations, and/or gate changes 10% (e.g., FlightTrack) Apps from hotels that allow you to find 8% hotels, check-in, and choose bed/pillow type Bases: 3,325 US online adults with mobile phones, 1,587 US online adults with smartphones or tablets Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US) Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually© 2012 Forrester Research, Inc. Reproduction Prohibited 75
    75. 75. Tablets are primarily home-use devices, butthey do travel with them Where do you use your tablet? (Select all that apply) 91% 84% Female Male 80% 77% 55% 51% 48% 42% 44% 37% 39% 36% 39% 34% 35% 35% 30% 29% 26% 27% 27% 24% 26% 24% 18% 19% 21% 15% 15% 10% 9% 11% 7% 7% 7% 5% 3% 4% Base: 510 US Online Adults 18+ (Online Monthly or More) who are tablet owners Source: Forrester’s Consumer Technographics Q3 2011 Devices and Telecom Recontact Survey (US) © 2011 Forrester Research, Inc. Reproduction Prohibited
    76. 76. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
    77. 77. Define use cases.
    78. 78. Websites are a static collection of information and services linked by process and logic Airline example Reservations Loyalty New Existing Past Balance Choose date Select res # Select res # Status Location? Get receipt Get receipt Use rewards Time? Change seat Check mileage People? Change res Give feedback Choose flight Action/Service Book Information© 2012 Forrester Research, Inc. Reproduction Prohibited 79
    79. 79. Mobile must map to use cases and passenger needs ―I need ―I’m late!‖ ―My flight was transportation.‖ canceled!‖ Gate # Notification Airport map Departure time Options Taxi rates Check-in Rebook air Bus rates Boarding pass Book hotel Train schedule Action/Service Information© 2012 Forrester Research, Inc. Reproduction Prohibited 80
    80. 80. Leverage Mobile At Every Step Of The Customer Journey
    81. 81. Where can mobile enhance consumer touch points throughout their commerce journey? Plan Pick a destination/flight/seat and book. Loyalty Travel Check in, arrive Build status, book rewards. airport, board, and fly.© 2012 Forrester Research, Inc. Reproduction Prohibited 82
    82. 82. Focus on Convenience – especially where immediacy adds value.
    83. 83. Which is a more convenient means of travel?Why?
    84. 84. Changing the channel on your TV?
    85. 85. Consumers will adopt and use convenientservices A product or service is considered to be convenient if: Σ Benefits > Σ Inhibitors
    86. 86. The Mandarin Oriental app offers convenience Immediacy Simplicity ContextPlan and book: Access hotel Plan and book: Simply enter deals with the click of a information by importing from Stay: The app makes location button contact list based recommendations
    87. 87. Develop a plan to evolve sophistication.
    88. 88. Focus on consistency — a pragmatic first stepHigh Level of mobile sophistication Consistency Multichannel Nothing • Migrate services that are frequently used online and are mobile.Low Evolution of services over time
    89. 89. United’s mobile services have a similar look, feel,and functionality as the main website online Web (computer) iOS App Mobile Web iPad Source: www.united.com
    90. 90. Mobile can enhance other touchpointsHigh Level of mobile sophistication Enhancement Cross- channel • Mobile doesn’t have to be a holistic replacement Multichannel for other channels or Nothing touchpoints.Low Evolution of services over time
    91. 91. Where is there value in immediacy? Airline: travel day Alter Logistics Arrive / Check in Arrive airport Board / Travelreservation change Disembark • Reservation # • Gate change • Upgrades • Find baggage • # of bags • Rebook flight • Wi-Fi • Baggage lost • Boarding pass Check bags • Missed flight • Food • GroundChange seat • Time change • Baggage on transportation • Plane change board • Navigationassignment • Seat change • Customs • Hotel shuttles Security forms • Assigned seat • Flight • Car rentals • Upgrade coupons canceled • Open seats • Name / ID • Etc. card • Boarding passChange time Passengers will want to Arrive gate • Alt flights act immediately on this • Change fees information. Send notifications. High Medium © 2012 Forrester Research, Inc. Reproduction Prohibited
    92. 92. Mobile can offer new services BreakthroughHigh • New Mobile- products, process unique es, and services Level of mobile sophistication Cross- channel Multichannel NothingLow Evolution of services over time
    93. 93. Mobile boarding passes
    94. 94. In-seat entertainment
    95. 95. Context must deliver simplicity Simplicity Advanced contextualHigh Mobile- unique Level of mobile sophistication Cross- channel Multichannel NothingLow Evolution of services over time
    96. 96. Contextual use of time will help prioritize home page content Airline example based on user time –2 days –2 hr Flight +2 hr + 2 days • Arrival time • Customer service • Change reservation • Food order • Mileage status • Reserve seat • Movies • Reward travel • View reservations • Wi-Fi • Upcoming reservations • Check gate • Ground • Departure time transportation • Lounge access • Lost luggage • Upgrade • Navigation
    97. 97. Get your technology team involved.
    98. 98. Let’s go back to the airline example Airline example based on user time –2 days –2 hr Flight +2 hr +2 days • Arrival time • Customer service• Change reservation • Food order • Mileage status• Reserve seat • Movies • Reward travel• View reservations • Wi-Fi • Upcoming reservations • Check gate • Ground transportation • Departure time • Lost luggage • Lounge access • Navigation • Upgrade
    99. 99. Actualizing this scenario requires deep alignment with the technology team Flight –2 days –2 hr Flight +2 hr +2 daystimeline • Arrival time • Customer service • Book reservation Traveler • Food order • Mileage status • Change reservation mobile • Movies • Reward travel tasks • Request upgrade • Wi-Fi • Upcoming reservations • Reserve seat • Baggage carousel • Check gate • Ground transportation • Departure time • Lost luggage • Lounge access • Navigation • Upgrade Flight reservation processes Travel Customer loyalty processesbusinessprocesses Flight processes Baggage handling processes
    100. 100. Are you ready for this new world? How do you stack up?© 2012 Forrester Research, Inc. Reproduction Prohibited 101
    101. 101. Some obvious signs you are behind include:You don’t have a mobile strategy. You are still pursuing one-off projects. Your mobile services are a subset of your PC experience. Your mobile team consists of one person or less. You have not optimized your website for mobile. You are not working closely with your technology counterparts.
    102. 102. Summary: Mobile first• Acknowledge mobile is different and understand how. - Contextual - Task-oriented - Services layer• Design based on mobile use cases.• Leverage mobile throughout the consumer journey.• Focus on convenience – especially immediacy• Develop a strategic plan to evolve the sophistication of services and use of context.• Involve your technology team early to plan and build the infrastructure.
    103. 103. Thank you.Julie Ask+1 415 355 6002jask@forrester.comwww.forrester.com
    104. 104. Poll no. 4
    105. 105. Q&A
    106. 106. Thank You! Please send your questions and comments to Kevin Please May, kevin@tnooz.comReplay of today’s webinar and presentation will be available tomorrow at www.tnooz.com

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