Today and Tomorrow: The Changing Customer Journey

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

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Today and Tomorrow: The Changing Customer Journey

  1. 1. Today  and  Tomorrow: The  Changing  Customer  Journey © 2013 - Tim Peter & Associates
  2. 2. © 2013 - Tim Peter & Associates
  3. 3. The  future... © 2013 - Tim Peter & Associates
  4. 4. ...is  overrated © 2013 - Tim Peter & Associates
  5. 5. “We  always  overes;mate  the  change  that  will  occur  in  the  next   two  years...”   -­‐  Bill  Gates © 2013 - Tim Peter & Associates
  6. 6. Let’s  take  a  journey   into  the  past... © 2013 - Tim Peter & Associates
  7. 7. October,  1980:IBM  buys  MicrosoP © 2013 - Tim Peter & Associates
  8. 8. January,  1999Excite  buys  Google  for   $750,000 © 2013 - Tim Peter & Associates
  9. 9. November,  2001Sony  introduces  MP3  player   and  first  online  MP3  store © 2013 - Tim Peter & Associates
  10. 10. June,  2006NBC  buys  YouTube © 2013 - Tim Peter & Associates
  11. 11. January,  2007MicrosoP  introduces   WPhone © 2013 - Tim Peter & Associates
  12. 12. Today:  Market  dominance! © 2013 - Tim Peter & Associates
  13. 13. Today:   Market  dominance!PC’s: © 2013 - Tim Peter & Associates
  14. 14. Today:   Market  dominance!PC’s:Mobile: / © 2013 - Tim Peter & Associates
  15. 15. Today:   Market  dominance!PC’s:Mobile: /Music: © 2013 - Tim Peter & Associates
  16. 16. Today:   Market  dominance!PC’s: Television  &   Online  Video:Mobile: /Music: © 2013 - Tim Peter & Associates
  17. 17. Today:   Market  dominance!PC’s: Television  &   Online  Video:Mobile: / Internet   search:Music: © 2013 - Tim Peter & Associates
  18. 18. Today:   Um... Market  dominance!PC’s: No Television  &   Online  Video:Mobile: / Internet   search:Music: © 2013 - Tim Peter & Associates
  19. 19. not ^The  future  is  over-­‐rated © 2013 - Tim Peter & Associates
  20. 20. “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
  21. 21. “The  future  is  already   here...  it’s  just  not   evenly  distributed.” © 2013 - Tim Peter & Associates
  22. 22. “Informa;on   overload” © 2013 - Tim Peter & Associates
  23. 23. “Informa;on  overload”Alvin  Toffler,  “Future  Shock” 1970 © 2013 - Tim Peter & Associates
  24. 24. “Man  without  technology...  is  not  man”   Ortega  y  Gasset © 2013 - Tim Peter & Associates
  25. 25. “Man  without  technology...  is  not  man”   Ortega  y  Gasset  (1939) © 2013 - Tim Peter & Associates
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. March  6,  1983:  First  commercial  mobile  phone  &   network © 2013 - Tim Peter & Associates
  30. 30. Guess  when   Gen  Y  was   born © 2013 - Tim Peter & Associates
  31. 31. © 2013 - Tim Peter & Associates
  32. 32. © 2013 - Tim Peter & Associates
  33. 33. © 2013 - Tim Peter & Associates
  34. 34. © 2013 - Tim Peter & Associates
  35. 35. © 2013 - Tim Peter & Associates
  36. 36. © 2013 - Tim Peter & Associates
  37. 37. © 2013 - Tim Peter & Associates
  38. 38. © 2013 - Tim Peter & Associates
  39. 39. © 2013 - Tim Peter & Associates
  40. 40. © 2013 - Tim Peter & Associates
  41. 41. © 2013 - Tim Peter & Associates
  42. 42. © 2013 - Tim Peter & Associates
  43. 43. © 2013 - Tim Peter & Associates
  44. 44. © 2013 - Tim Peter & Associates
  45. 45. © 2013 - Tim Peter & Associates
  46. 46. © 2013 - Tim Peter & Associates
  47. 47. © 2013 - Tim Peter & Associates
  48. 48. © 2013 - Tim Peter & Associates
  49. 49. © 2013 - Tim Peter & Associates
  50. 50. © 2013 - Tim Peter & Associates
  51. 51. © 2013 - Tim Peter & Associates
  52. 52. © 2013 - Tim Peter & Associates
  53. 53. Stupid,  but  useful  word  for  today... “SoLoMo” © 2013 - Tim Peter & Associates
  54. 54. Or...“SoLoMoPho” © 2013 - Tim Peter & Associates
  55. 55. © 2013 - Tim Peter & Associates
  56. 56. 2+  million  search   queries © 2013 - Tim Peter & Associates
  57. 57. Starbucks280  mobile   payments © 2013 - Tim Peter & Associates
  58. 58. 30  hours  of  video   uploaded © 2013 - Tim Peter & Associates
  59. 59. 100,000  tweets © 2013 - Tim Peter & Associates
  60. 60. 208,000  photos   uploaded © 2013 - Tim Peter & Associates
  61. 61. © 2013 - Tim Peter & Associates
  62. 62. 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
  63. 63. “The  web  is  like  electricity.  Its  just  there.”   Eric  Schmidt © 2013 - Tim Peter & Associates
  64. 64. WSJ:  “...as  many  as   one-­‐third  of  the   na;ons  [bank]   branches  now  may  be   unprofitable”© 2013 - Tim Peter & Associates © 2013 - Tim Peter & Associates
  65. 65. © 2013 - Tim Peter & Associates
  66. 66. 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
  67. 67. 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
  68. 68. More  people  own  mobile  phones  than  own  toothbrushes © 2013 - Tim Peter & Associates
  69. 69. © 2013 - Tim Peter & Associates
  70. 70. Business  travelers   carrying  mobile   phones:  95% © 2013 - Tim Peter & Associates
  71. 71. Business  travelers  carrying  tablets:  64% © 2013 - Tim Peter & Associates
  72. 72. You  actually  host   more  devices  than  passengers  or  guests © 2013 - Tim Peter & Associates
  73. 73. © 2013 - Tim Peter & Associates
  74. 74. • 44%  of  all  cell  users• 40%  of  those  35-­‐44• 50%  of  smartphone  users• 60%  of  those  18-­‐34 © 2013 - Tim Peter & Associates
  75. 75. © 2013 - Tim Peter & Associates
  76. 76. © 2013 - Tim Peter & Associates
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. 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
  82. 82. © 2013 - Tim Peter & Associates
  83. 83. $8  billion © 2013 - Tim Peter & Associates
  84. 84. $8  billion  /  $800  billion  =  1% © 2013 - Tim Peter & Associates
  85. 85. Your  customer’s   journey... © 2013 - Tim Peter & Associates
  86. 86. Booking © 2013 - Tim Peter & Associates
  87. 87. Dreaming © 2013 - Tim Peter & Associates
  88. 88. Discovery © 2013 - Tim Peter & Associates
  89. 89. Planning © 2013 - Tim Peter & Associates
  90. 90. Booking © 2013 - Tim Peter & Associates
  91. 91. On  the  way © 2013 - Tim Peter & Associates
  92. 92. Stay © 2013 - Tim Peter & Associates
  93. 93. Post-­‐stay © 2013 - Tim Peter & Associates
  94. 94. 3022.5 15 7.5 0 2010 2011 Sites  Visited  -­‐  All  E-­‐commerce © 2013 - Tim Peter & Associates
  95. 95. © 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/
  96. 96. 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
  97. 97. © 2013 - Tim Peter & Associates
  98. 98. © 2013 - Tim Peter & Associates
  99. 99. © 2013 - Tim Peter & Associates
  100. 100. © 2013 - Tim Peter & Associates
  101. 101. 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
  102. 102. 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
  103. 103. Task-­‐oriented Contextual © 2013 - Tim Peter & Associates
  104. 104. Situa;on  vs.  device42%  of  tablet  use  while  watching  TV Defining  “mobile” © 2013 - Tim Peter & Associates
  105. 105. Context: Defining  “mobile” “Where  u  @,”  al;tude,  speed © 2013 - Tim Peter & Associates
  106. 106. Context: Defining  “mobile” Past  ac;ons,  history,  selected   preferences © 2013 - Tim Peter & Associates
  107. 107. Context: Defining  “mobile” Assumed  aptudes  based  on  situa;on   and  ac;ons © 2013 - Tim Peter & Associates
  108. 108. © 2013 - Tim Peter & Associates
  109. 109. © 2013 - Tim Peter & Associates
  110. 110. © 2013 - Tim Peter & Associates
  111. 111. © 2013 - Tim Peter & Associates
  112. 112. © 2013 - Tim Peter & Associates
  113. 113. © 2013 - Tim Peter & Associates
  114. 114. © 2013 - Tim Peter & Associates
  115. 115. © 2013 - Tim Peter & Associates
  116. 116. © 2013 - Tim Peter & Associates
  117. 117. 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
  118. 118. Opportuni;es  to  improve © 2013 - Tim Peter & Associates
  119. 119. Opportuni;es  to  improve © 2013 - Tim Peter & Associates
  120. 120. Opportuni;es  to  improve © 2013 - Tim Peter & Associates
  121. 121. © 2013 - Tim Peter & Associates
  122. 122. Significant   increase  in  visits/spend © 2013 - Tim Peter & Associates
  123. 123. Disney  MyMagic+   “;ckets” © 2013 - Tim Peter & Associates
  124. 124. Nike+  and  Fuel  Band © 2013 - Tim Peter & Associates
  125. 125. W  Hotels  curated  music   mixes © 2013 - Tim Peter & Associates
  126. 126. 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
  127. 127. Ques;ons? © 2013 - Tim Peter & Associates
  128. 128. Your  customer’s   journey © 2013 - Tim Peter & Associates
  129. 129. © 2013 - Tim Peter & Associates
  130. 130. not ^The  future  is  over-­‐rated © 2013 - Tim Peter & Associates
  131. 131. Thank  youWeb: ;mpeter.comPhone: +1-­‐201-­‐305-­‐0055Email: ;m@;mpeter.comTwijer: twijer.com/tcpeter

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