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Today and Tomorrow: The Changing Customer Journey
 

Today and Tomorrow: The Changing Customer Journey

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How mobile influences marketing (both digital and offline) across the travel vertical.

How mobile influences marketing (both digital and offline) across the travel vertical.

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    Today and Tomorrow: The Changing Customer Journey Today and Tomorrow: The Changing Customer Journey Presentation Transcript

    • Today  and  Tomorrow: The  Changing  Customer  Journey © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • The  future... © 2013 - Tim Peter & Associates
    • ...is  overrated © 2013 - Tim Peter & Associates
    • “We  always  overes;mate  the  change  that  will  occur  in  the  next   two  years...”   -­‐  Bill  Gates © 2013 - Tim Peter & Associates
    • Let’s  take  a  journey   into  the  past... © 2013 - Tim Peter & Associates
    • October,  1980:IBM  buys  MicrosoP © 2013 - Tim Peter & Associates
    • January,  1999Excite  buys  Google  for   $750,000 © 2013 - Tim Peter & Associates
    • November,  2001Sony  introduces  MP3  player   and  first  online  MP3  store © 2013 - Tim Peter & Associates
    • June,  2006NBC  buys  YouTube © 2013 - Tim Peter & Associates
    • January,  2007MicrosoP  introduces   WPhone © 2013 - Tim Peter & Associates
    • Today:  Market  dominance! © 2013 - Tim Peter & Associates
    • Today:   Market  dominance!PC’s: © 2013 - Tim Peter & Associates
    • Today:   Market  dominance!PC’s:Mobile: / © 2013 - Tim Peter & Associates
    • Today:   Market  dominance!PC’s:Mobile: /Music: © 2013 - Tim Peter & Associates
    • Today:   Market  dominance!PC’s: Television  &   Online  Video:Mobile: /Music: © 2013 - Tim Peter & Associates
    • Today:   Market  dominance!PC’s: Television  &   Online  Video:Mobile: / Internet   search:Music: © 2013 - Tim Peter & Associates
    • Today:   Um... Market  dominance!PC’s: No Television  &   Online  Video:Mobile: / Internet   search:Music: © 2013 - Tim Peter & Associates
    • not ^The  future  is  over-­‐rated © 2013 - Tim Peter & Associates
    • “We  always   overes;mate  the  change  that  will  occur  in  the  next  two  years   and  underes)mate   the  change  that  will   occur  in  the  next   ten.”  -­‐  Bill  Gates © 2013 - Tim Peter & Associates
    • “The  future  is  already   here...  it’s  just  not   evenly  distributed.” © 2013 - Tim Peter & Associates
    • “Informa;on   overload” © 2013 - Tim Peter & Associates
    • “Informa;on  overload”Alvin  Toffler,  “Future  Shock” 1970 © 2013 - Tim Peter & Associates
    • “Man  without  technology...  is  not  man”   Ortega  y  Gasset © 2013 - Tim Peter & Associates
    • “Man  without  technology...  is  not  man”   Ortega  y  Gasset  (1939) © 2013 - Tim Peter & Associates
    • Cost  of  Compu;ng Processor 2  GHz  dual  core Memory 2  GB Storage 120  GBScreen  resolu;on 1024x768 Movies Yes Wifi 802.11  a/b/g Bluetooth Op;onal  (Extra  cost) Camera Op;onal  (Extra  cost) © 2013 - Tim Peter & Associates
    • Cost  of  Compu;ng Processor 2  GHz  dual  core Memory 2  GB Storage 120  GBScreen  resolu;on 1024x768 Movies Yes Wifi 802.11  a/b/g Bluetooth Op;onal  (Extra  cost) Camera Op;onal  (Extra  cost) Weight 8.9  pounds Ba)ery  Life 2.5  hours Cost $1,100  ($3,000  with  opBons) © 2013 - Tim Peter & Associates
    • Cost  of  Compu;ng Processor 2  GHz  dual  core 1.5  GHz  dual  core Memory 2  GB 2  GB Storage 120  GB 32  GB  +  cloudScreen  resolu;on 1024x768 1280x768 Movies Yes Yes  (internal  or  streaming) Wifi 802.11  a/b/g 802.11  a/b/g/n Bluetooth Op;onal  (Extra  cost) Yes Camera Op;onal  (Extra  cost) 8  MP Weight 8.9  pounds 0.3  pounds Bajery  life 2.5  hours 7.75  hours Cost $1,100  ($3,000  with  op;ons) $  629  ($99.99  w/  contract) © 2013 - Tim Peter & Associates
    • March  6,  1983:  First  commercial  mobile  phone  &   network © 2013 - Tim Peter & Associates
    • Guess  when   Gen  Y  was   born © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • Stupid,  but  useful  word  for  today... “SoLoMo” © 2013 - Tim Peter & Associates
    • Or...“SoLoMoPho” © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • 2+  million  search   queries © 2013 - Tim Peter & Associates
    • Starbucks280  mobile   payments © 2013 - Tim Peter & Associates
    • 30  hours  of  video   uploaded © 2013 - Tim Peter & Associates
    • 100,000  tweets © 2013 - Tim Peter & Associates
    • 208,000  photos   uploaded © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • June,  2011:  “ The  Special  Rapporteur  [of  the   United  Na;ons]  considers  cupng  off  users   from  internet  access,  regardless  of  the  jus;fica;on  provided...  to  be...  a  viola;on  of   ar;cle  19,  paragraph  3,  of  the  Interna;onal   Covenant  on  Civil  and  Poli;cal  Rights.” © 2013 - Tim Peter & Associates
    • “The  web  is  like  electricity.  Its  just  there.”   Eric  Schmidt © 2013 - Tim Peter & Associates
    • WSJ:  “...as  many  as   one-­‐third  of  the   na;ons  [bank]   branches  now  may  be   unprofitable”© 2013 - Tim Peter & Associates © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • 7,000 6.1  Billion6,0005,0004,0003,0002,0001,000 953  Million 0 Total  Subscriptions  -­‐  Q4  2011 Smartphone Mobile  phone Source:  Mary  Meeker  &  Liang  Wu  hjp://www.scribd.com/doc/95259089/KPCB-­‐Internet-­‐Trends-­‐2012 © 2013 - Tim Peter & Associates
    • X7,000 6.1  Billion6,0005,0004,0003,0002,0001,000 953  Million 0 Total  Subscriptions  -­‐  Q4  2011 Smartphone Mobile  phone Source:  Mary  Meeker  &  Liang  Wu  hjp://www.scribd.com/doc/95259089/KPCB-­‐Internet-­‐Trends-­‐2012 © 2013 - Tim Peter & Associates
    • More  people  own  mobile  phones  than  own  toothbrushes © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • Business  travelers   carrying  mobile   phones:  95% © 2013 - Tim Peter & Associates
    • Business  travelers  carrying  tablets:  64% © 2013 - Tim Peter & Associates
    • You  actually  host   more  devices  than  passengers  or  guests © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • • 44%  of  all  cell  users• 40%  of  those  35-­‐44• 50%  of  smartphone  users• 60%  of  those  18-­‐34 © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • Overall  mobile  use100%75% 48%50% 36% 28%25% 20% 0% Travel  Research Travel  Booking 2013 2015 Source:  Google/Ipsos  MediaCT  -­‐  U.S.  August  2012 © 2013 - Tim Peter & Associates
    • Leisure  travelers  shop...100% 96% 94%75%50% 32% 31% 24%25% 18% 17% 0% 0% Home  Computer Business  Computer Mobile  Phone Tablet 2010 2012 Source:  Google/Ipsos  MediaCT  -­‐  U.S.  August  2012 © 2013 - Tim Peter & Associates
    • Business  travelers  shop...100% 86% 76% 76%75% 65% 51%50% 40% 30%25% 0% 0% Home  Computer Business  Computer Mobile  Phone Tablet 2010 2012 Source:  Google/Ipsos  MediaCT  -­‐  U.S.  August  2012 © 2013 - Tim Peter & Associates
    • Mobile  travel  revenues$10B $8.0B$8B$5B $2.6B$3B$0B USD  (Billions) 2011 2013 Source:  US  Mobile  Travel  Spend,  PhoCusWright  -­‐  March,  2012 © 2013 - Tim Peter & Associates
    • 100%75%50% 42% 33% 30%25% 25% 17% 0% Total  Hospitality Restaurant Ground Airfare Rail Use  of  Mobile  Payments Source:  eMarketer  hjp://www.emarketer.com/Ar;cle/Mobile-­‐Payments-­‐Offer-­‐Travelers-­‐Convenience-­‐Uptake-­‐Slow/1009180 © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • $8  billion © 2013 - Tim Peter & Associates
    • $8  billion  /  $800  billion  =  1% © 2013 - Tim Peter & Associates
    • Your  customer’s   journey... © 2013 - Tim Peter & Associates
    • Booking © 2013 - Tim Peter & Associates
    • Dreaming © 2013 - Tim Peter & Associates
    • Discovery © 2013 - Tim Peter & Associates
    • Planning © 2013 - Tim Peter & Associates
    • Booking © 2013 - Tim Peter & Associates
    • On  the  way © 2013 - Tim Peter & Associates
    • Stay © 2013 - Tim Peter & Associates
    • Post-­‐stay © 2013 - Tim Peter & Associates
    • 3022.5 15 7.5 0 2010 2011 Sites  Visited  -­‐  All  E-­‐commerce © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates 3022.5 15 7.5 0 2010 2011 Sites  Visited  -­‐  All  E-­‐commerce Sites  Visited  -­‐  Travel Source:  Google  hjp://www.thinkwithgoogle.com/insights/featured/five-­‐stages-­‐of-­‐travel/  &  hjp://www.thinkwithgoogle.com/insights/library/studies/the-­‐zero-­‐moment-­‐of-­‐truth-­‐macro-­‐study/
    • Hours  spent   shopping/booking  travel70%60%50%40%30%20%10%0% 1-­‐2 3-­‐4 5-­‐6 7-­‐8 8+ Leisure  Traveler Business  Traveler Source:  IBM  Ins;tute  for  Business  Value  Analysis  September  2010 © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • Hotel  guests  expect  stay  to  be   personalized  around  set  of  choices  made   at  the  ;me  of  booking/prior  to  arrival70%60%50%40%30%20%10%0% Strongly  Agree Agree Disagree Strongly  Disagree Source:  Amadeus/Fast  Future  Hotels  2020  Report  (March  2011) © 2013 - Tim Peter & Associates
    • Next  5-­‐10  years86%  agreed  that  by  2020,  personaliza)on  will  have  been  embraced  wholeheartedly  by  the  sector  and  that  ‘customers  will  have  the  ability  to  choose  the  size  of  room,  type  of  bed,  ameni)es,  audio-­‐visual  facili)es,  business  equipment,  etc.  on  booking  and  pay  accordingly’ Source:  Amadeus/Fast  Future  Hotels  2020  Report  (March  2011) © 2013 - Tim Peter & Associates
    • Task-­‐oriented Contextual © 2013 - Tim Peter & Associates
    • Situa;on  vs.  device42%  of  tablet  use  while  watching  TV Defining  “mobile” © 2013 - Tim Peter & Associates
    • Context: Defining  “mobile” “Where  u  @,”  al;tude,  speed © 2013 - Tim Peter & Associates
    • Context: Defining  “mobile” Past  ac;ons,  history,  selected   preferences © 2013 - Tim Peter & Associates
    • Context: Defining  “mobile” Assumed  aptudes  based  on  situa;on   and  ac;ons © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • Priceline  mobile  bookings  -­‐  Valen;ne’s  Day,  2013 26% 74% Within  24  hours  of  arrival More  than  24  hours  in  advance Source:  Priceline.com,  February  2013 © 2013 - Tim Peter & Associates
    • Opportuni;es  to  improve © 2013 - Tim Peter & Associates
    • Opportuni;es  to  improve © 2013 - Tim Peter & Associates
    • Opportuni;es  to  improve © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • Significant   increase  in  visits/spend © 2013 - Tim Peter & Associates
    • Disney  MyMagic+   “;ckets” © 2013 - Tim Peter & Associates
    • Nike+  and  Fuel  Band © 2013 - Tim Peter & Associates
    • W  Hotels  curated  music   mixes © 2013 - Tim Peter & Associates
    • What’s  next?Distance,  floor  in  building,  aisle,  what  direc;onLight,  dark,  ;me  of  dayGesture-­‐based  control  (Xbox  Kinect  or  Wii)Biometrics  (Are  you  excited?  Confused?) © 2013 - Tim Peter & Associates
    • Ques;ons? © 2013 - Tim Peter & Associates
    • Your  customer’s   journey © 2013 - Tim Peter & Associates
    • © 2013 - Tim Peter & Associates
    • not ^The  future  is  over-­‐rated © 2013 - Tim Peter & Associates
    • Thank  youWeb: ;mpeter.comPhone: +1-­‐201-­‐305-­‐0055Email: ;m@;mpeter.comTwijer: twijer.com/tcpeter