OCTOBER 2009 4.1B mobile phone subscibers 1.2B mobile web-users (31% all mobile phone owners) Yankee Group 1.5B internet users >3B SMS users (76% all mobile phone users) Portio Research http://communities-dominate.blogs.com/brands/2009/10/a-few-big-numbers-now-confirmed-12-b-mobile-web-users-100-b-dollars-sms-and-3-b-sms-users.html http://www.prlog.org/10366989-global-mobile-phone-subscribers-to-reach-46-billion-by-end-of-2009.html avg text read in 15 mins (email 24 hours) <10% SMS=spam email > 65%
Improve CRM Who’s travelling & when Email campaigns Increase retail footfall / spend Targeted, departure day offers Enhance customer experience Personal flight updates and boarding reminder Lower Stress
Parking Service Chargeable service Offered as an add-on at the time of booking To maximise take-up Provides timely confirmation and traffic updates en-route
Who are your guests and what do they really want from mobile? When do they book today? How do they book today? When / why would they book by mobile? Mobile booking is niche … at least in terms of mobile web or mobile applications. Shortly, I’ll show you why Mobile CRM is the sweet spot that can enhance customer service and make you money!
Is there value in knowing more about your customers itinerary? At what point do you want the service element of the hotel experience to begin?
Multiple content items delivered in context to the travelers trip stage. Minimize time searching for relevant content – I don’t have the time Today’s approach is a silo, single serving content approach. Travellers go on trips which are made of multiple experiences, those brands that adopt a information serving approach across the whole trip will reinforce their trusted brand status.
OK, so it’s big.... How do you make sense of the opportunity? <ul><li>Start with the end in mind.. </li></ul><ul><ul><li>What experience do you want your customers to have? </li></ul></ul><ul><ul><li>What content will be most of use and when? </li></ul></ul><ul><ul><li>How do they discover the service? </li></ul></ul><ul><ul><li>How easy is it to use? </li></ul></ul><ul><ul><li>How does this fit in with your existing contact strategies? </li></ul></ul>
What could it look like? Is everything OK? My itinerary Which airport terminal ? Directions Booking reference Is everything still OK? Are there any traffic issues? Has my flight been delayed? Have I got my paperwork? Let them know I’m here Hotel knows you’re on your way Directions to hotel Booking reference On arrival seamless handover to hotel wifi. Save me time Restaurant booking Events, tours Maps Transport Fast high bandwidth, low latency wifi access made easy