How Important is Mobile?• Facebook spent $1 billion acquiringInstagram• Last quarter, monthly active mobileusers reached 680 million, and dailyactive mobile users exceeded Webusers for the first time• Mobile revenue accounted for roughly23% of ad revenue last quarter aloneSource: Fast Company 5
Shift to Mobile is Well UnderwaySource: Smashing Magazine 7• Companies are reporting Increased revenue, conversions and website visitsfollowing responsive (mobile) redesigns• Mobile browsing — counting phones, not tablets — now accounts for 11%of all browsing• More emails are read on mobile devices than on desktop• Sales of mobile handsets overtook sales of PCs in 2012
8Shift to Mobile is Well UnderwaySource: Smashing Magazine 8
Source: Tnooz.com 9Online Travel TrendsCommon uses of mobile:• 46% researching destinations• 45% reading reviews• 42% researched and booked hotels• 34% booked or researched flights
Online Travel TrendsHow consumers find the best vacation deals:• 60% research destinations online before booking• 62% of U.S. adults with Internet access booked a leisure trip online• 32% (about one in every three) travelers books exclusively online• 16% of travelers used their mobile to choose a vacation destination and shopfor travel products• 3.5 is average number of sites travelers visit when shopping for best dealSource: Tnooz.com 10
Online Travel TrendsWhat influences consumers to purchase on a site:• 59% ease of use• 48% best prices/offers• 47% positive prior experience• 35% brand trust• 32% good trip ideas and optionsSource: Tnooz.com 11
Source: Expedia On The Go 12Travelers use Their Mobile Devices
14Mobile Options1. Mobile Friendly: Your site offers a good user experience on a small screen. Visitors should nothave to repeatedly zoom in and out in order to navigate your site on a mobile phone.2. Mobile Design: Mobile sites can display content, pictures and video similar to a standardwebsite. They also boast unique features, including click-to-call and GPS location-basedmapping.3. Mobile Web App: Accessed through the mobile device’s Web browser (i.e. on the iPhone) andthey don’t need to be downloaded and installed on the device.4. Mobile Native App: Designed for a specific smartphone operating system. Once it’s installed,most apps don’t require an Internet connection to run.5. Adaptive Design: Predefined set of layout sizes based on device screen size6. Responsive Design: Uitilizes grids that use percentages to create a flexible foundation and thesame user experience whether accessing it via desktop, laptop, mobile, iPad or tablet.
15Mobile Options ComparisonType AKA Usability Typical CostMobile Friendly It isn’t broke * $Mobile Only Looks good on most devices ** $$Mobile Web AppApp like experience w/odownload*** $$$Mobile Native App Awesome baby **** $$$$$Adaptive DesignDesign for widths anddevices*** $$$Responsive Design Future proof your site **** $$$$
16Recognizes and adaptsto whatever platform orbrowser a potentialclient is using to viewyour website.Responsive Design
Source: Morgan Stanley 17Why Responsive• In 2013 in the US, mobile browsing will outnumber desktop browsing– Tablets are also on the rise with a projected 100+ million sales in 2013– Desktop PC sales starting to decline• Future proof a new website• People expect optimized experiences for tablets and mobile– Pinch and zoom can create a lot of problems for users• One codebase serves all devices
18Responsive Changes the Process• Design mobile first, then go up• Progressive Enhancement– Emphasizes focus on the content and not the bells and whistles– Design from the content out• Helps avoid designing something that just won’t work for mobile• Increase performance for mobile users• Greater accessibility for all
22Mobile Site vs. Mobile AppIf it’s your goal to market your brand to a broad range of users on multiplemobile operating systems, creating a true mobile site is the right choice.An app is the way to go if you want tocreate a tool for:• Daily use• Interactive game or experience• Complex calculations• Native functionality• Connectivity issues
23Mobile App Usage• PC users spend approximately 20% of their online time in social networks,mobile users spend 30% - Source: Nielsen State of Social Media• Downloads for social apps are up 30% year over year (now representing 5%of all downloads – Source: Forbes• Average time spent per day on apps rose from 94 minutes per day in 2011 to127 minutes in 2012 (this compares to TV at 168 mins.) – Source: Flurry
25Just a few recommendations to help connect with travelers with a powerful tool – their smartphone.• Mobile site: Build a functional and keyword-rich mobile site to compel travelers to easily searchand browse your site before and during their visit.• Check-in deals: Offer discounts and reward incentives to mobile users checking in via Facebook,FourSquare, or Yelp.• Social sharing: 40% of personal travelers and 46% of business travelers use social networking toshare their travel experience. Encourage tourists to tweet using a specific hashtag or post photosto your Facebook timeline.• QR campaigns: Using a QR code, send visitors to a mobile compatible webpage offering themspecial restaurants and shopping deals or event details during their stay.• Mobile apps: Create a customized app or suggest a useful navigation or entertainment app toenhance the consumers travel experience.Connect with Travelers via Mobile
Where We’re Headed• By 2015, brands will be generating 50% of their Web sales through social media andmobile platforms with a projection of $30 billion• The number of smartphones shipments is expected to be almost one billion in 2015• This billion will be dominated by Apple, Google and Microsoft, who will enjoy 90% ofmarket share with their respective platforms• Mobile apps will grow from a $6 billion industry today to $55.7 billion industry by2015• In the next three years we can expect to see more users accessing the Web via mobiledevices than on computers, and nearly every person will own at least one mobilegadgetSources: Cisco, Pew Research Center, The Social Skinny 26
27Mobile Innovation• Streamline customer interactions• Take pain away from your customers• Deepen the overall brand experience for customers.Focus on the user experience
28In other words …M a k e i t C o n v e n i e n t +M a k e i t F u n =B e t t e r B r a n d xM o r e C u s t o m e r s =L a r g e r $The Mobile equation
30Some Questions to AskCould you make tasks and doing business easier for your customers?Can you use mobile to make the entire customer experience better?Would mobile dramatically transform an industry full of limitations into anuplifting customer experience?
50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 phone | noblestudios.comMichael.Thomas@noblestudios.comLinkedIn: www.linkedin.com/in/mdthomasreno/Twitter: @mdthomas
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