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In-flight Engagement -
Connecting with
Travellers Through Apps
Oliver Clark, Director of Sales, EMEA
Provider of integrated app marketing products that deliver cohesive mobile app
marketing to optimize user acquisition.
Abo...
Client Examples
The Mobile Opportunity
$100 Billion Dollar Mobile App Economy
Smartphone owners
check their devices
150x / day
75% of adults pick up
their smartp...
Mobile Time Is Spent in Apps
13%
87%
Mobile
Web
APP
E-commerce Is Mobile
50%
Social Is Mobile
75%
Bookings Will Move to Mobile…
More than one-quarter
of US travellers said they
turned to their phones
for destination sele...
… Despite User Frustrations
“Airlines in particular were the most clueless of
travel providers when it came to easy smartp...
Connecting With Your Most Valuable Travellers
Yes
71%
No
23%
Not
Sure
6%
Yes No Not Sure
Affluent travellers: Have you
dow...
Travel Industry Has Been Disrupted Before…
… And Could Be Disrupted Again
Are You Keeping Up?
“This year, we have increased our mobile marketing and
are spending a good amount on driving mobile do...
Case Study: HotelTonight
• Big name competition: Expedia, Kayak, Travelocity,
Priceline
• Partnered with Fiksu to drive do...
Case Study: HotelTonight
Fiksu is “a true partner in achieving our
business growth” and “our ace in the hole.”
-- Sam Shan...
Getting To Your Destination
App Store Success Is Within Your Reach
0
1000
2000
3000
4000
5000
6000
7000
US UK Germany France
Estimated downloads / day...
An Environment of Constant Change
Programmatic Marketing Illustrated
Before $0.95 After $0.74
Final Thought
“If airlines continue to lag consumer demand
in updating technology, they’ll miss the
chance to connect dire...
Want to talk?
oclark@fiksu.com
www.fiksu.com
@fiksu
Thank You!
Learn more:
www.fiksu.com/ebooks
Oliver clark   fiksu
Oliver clark   fiksu
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Oliver clark fiksu

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Oliver Clark from Fiksu - presentation @ Mobile Travel & Tourism Summit 2014

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Oliver clark fiksu

  1. 1. In-flight Engagement - Connecting with Travellers Through Apps Oliver Clark, Director of Sales, EMEA
  2. 2. Provider of integrated app marketing products that deliver cohesive mobile app marketing to optimize user acquisition. About Fiksu 800CLIENTS 2300APPS 300% YEAR OVER YEAR GROWTH 230EMPLOYEES 3CONTINENTS Media Buying – Tracking - Optimisation Boston London SingaporeSan Francisco Helsinki Seoul Tokyo
  3. 3. Client Examples
  4. 4. The Mobile Opportunity
  5. 5. $100 Billion Dollar Mobile App Economy Smartphone owners check their devices 150x / day 75% of adults pick up their smartphone within 15 minutes of waking up $92 billion in revenue will be generated by mobile apps in 2018 Apple and Google Play app store downloads topped102 billion in 2013 Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage 2B smartphones expected to ship in 2014 – vs. 300M PCs 2013 mobile app revenue Fiksu estimate: $38 B Gartner – Dec 2013ABI Research, March 2013 Various GARTNER – Sept 2013 ABI Research, March 2013
  6. 6. Mobile Time Is Spent in Apps 13% 87% Mobile Web APP
  7. 7. E-commerce Is Mobile 50%
  8. 8. Social Is Mobile 75%
  9. 9. Bookings Will Move to Mobile… More than one-quarter of US travellers said they turned to their phones for destination selection and shopping.
  10. 10. … Despite User Frustrations “Airlines in particular were the most clueless of travel providers when it came to easy smartphone integration with websites and applications.” -- June 2013 polling by Google and Ipsos MediaCT “More than half (53%) do not trust apps… Respondents (16%) also say that, aside from the big brands, they don’t know who is behind the apps” -- January 2014 poll by Sunshine (UK travel agency)
  11. 11. Connecting With Your Most Valuable Travellers Yes 71% No 23% Not Sure 6% Yes No Not Sure Affluent travellers: Have you downloaded an app for your travel loyalty or rewards programs?
  12. 12. Travel Industry Has Been Disrupted Before…
  13. 13. … And Could Be Disrupted Again
  14. 14. Are You Keeping Up? “This year, we have increased our mobile marketing and are spending a good amount on driving mobile downloads for our app, which is something that at this time last year we really weren’t doing. We believe that there’s good long- term value in doing it and are spending more on mobile downloads and mobile marketing than we have before.” -- Jon Guljord, senior director of marketing operations, Expedia
  15. 15. Case Study: HotelTonight • Big name competition: Expedia, Kayak, Travelocity, Priceline • Partnered with Fiksu to drive downloads quickly • Cost per install (CPI) quickly dropped to $0.30, eventually $0.20 • Cost per registration stayed below $2 • Hit #1 on Travel Charts; stayed top 25 for most of two years
  16. 16. Case Study: HotelTonight Fiksu is “a true partner in achieving our business growth” and “our ace in the hole.” -- Sam Shank, CEO, HotelTonight
  17. 17. Getting To Your Destination
  18. 18. App Store Success Is Within Your Reach 0 1000 2000 3000 4000 5000 6000 7000 US UK Germany France Estimated downloads / day to reach top 25 in Travel (iOS) Average CPI for 2014: $1.20 - $1.29
  19. 19. An Environment of Constant Change
  20. 20. Programmatic Marketing Illustrated Before $0.95 After $0.74
  21. 21. Final Thought “If airlines continue to lag consumer demand in updating technology, they’ll miss the chance to connect directly with travellers, hindering opportunities for significant incremental revenue growth.” -- eMarketer
  22. 22. Want to talk? oclark@fiksu.com www.fiksu.com @fiksu Thank You! Learn more: www.fiksu.com/ebooks

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