3. TripAdvisor off of TripAdvisor… 3
Facebook Launches a Platform
Local Picks launches on Facebook
London 14 June 2011 Nathan Clapton
4. TripAdvisor evolves on mobile… 4
… then came an app store
London 14 June 2011 Nathan Clapton
5. TripAdvisor on mobile 5
Meanwhile, users were browsing our desktop site on phones… a lousy
experience with high bounce rates
Nov 2009 6 Weeks, No Specs
~1MM Uniques/month Just make it better
London 14 June 2011 Nathan Clapton
6. Launch new features quickly 6
and iterate based on user stats
50+ mobile related releases in last 12 months
London 14 June 2011 Nathan Clapton
7. Mobile traffic is over 10,000,000 unique visitors/month 7
12
10
8
6
4
2
0
November December January February March April May
Mobile Apps
London 14 June 2011 Nathan Clapton
9. 5 Star Family Hotel Spain…. 9
London 14 June 2011 Nathan Clapton
10. The Potential of the Mobile Internet 10
London 14 June 2011 Nathan Clapton
11. What are they all doing? 11
One in five plans travel using a mobile device
29% have booked or researched accommodation
29% researched restaurants
28% checked flight status
Greatest frustration: 47% roaming fees
39% have travel app installed
Source: TripAdvisor Mobile device travel survey May 2011
London 14 June 2011 Nathan Clapton
12. What do you want to do? 12
Or..
London 14 June 2011 Nathan Clapton
13. Traffic to our restaurant pages on different platforms: 13
% traffic % traffic
45
40
35
30
25
20
15
10
5
0
Desktop Mobile Web App
London 14 June 2011 Nathan Clapton
14. App Store v Mobile Site 14
London 14 June 2011 Nathan Clapton
15. App or Mobile website? 15
Now, we have native (hybrid) apps on iPhone, Android, Nokia, Palm, Windows
and mobile browser in over 20 languages
London 14 June 2011 Nathan Clapton
16. Supporting new Business Models 16
Local
Relevance
“Near me Now”
Targeted &
Right point in
Trustworthy
time - context
Content
TRAFFIC
London 14 June 2011 Nathan Clapton
17. Who else? 17
London 14 June 2011 Nathan Clapton
19. Pre-loads: Is it an effective distribution channel? 19
Pre-loads is a powerful Map/Nav apps is a highly Map/Nav pre-loads have
discovery channel desired pre-load category a good usage rate
How do you find out about new applications What applications do you want pre-loaded? What pre-loaded applications have you
for your phone? (Excluding 15% of respondents who do not used?
(all respondents –Multi-select) want pre-loads – Multi-select) (All Respondents)
Map, Nav, GPS 64% Call Control 39%
Pre-loads 48%
Call Control 49% Games 37%
Word of mouth 33%
Music 46%
App Stores 26% Map, Nav, GPS 31%
Online media 25% IM 27%
Cust Service Rep 17%
Music 26%
Carrier Sales Rep 8%
Social Nework 19%
Print media 6%
Source: iGR Pre-loaded Apps White Paper, - based on survey of 2000 respondents in US
London 14 June 2011 Nathan Clapton
20. Summary 20
What purpose do you want your mobile site to serve?
What are your mobile consumers doing?
App or mobile site?
Useful tools and services (Wurfl, USABLENET)
New business models?
Promote, promote, promote
Are there pre-load opportunities?
Keep tracking and surveying
nathan@tripadvisor.com
London 14 June 2011 Nathan Clapton
