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The mobile traveler experience

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Smartphones and tablets … constant connectivity and mobility … these devices and trends have a massive impact on the lives of every business and leisure traveler.

But what has the industry learned since the idea of the always-connected traveler became the norm?

Where are the next opportunities for the travel industry in the mobile space?

And, perhaps most important of all, what are the rapidly evolving expectations of on-the-go customers as they interact more with travel brands via mobile devices?

Panellists:

Bill Loller, vice president of mobile product management, Tealeaf, an IBM Company
Julie Ask, vice president and principal analyst, eBusiness and channel strategy professionals, Forrester Research Inc.

Published in: Business
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The mobile traveler experience

  1. 1. The Mobile Traveler Experience Webinar November 8, 2012
  2. 2. KKevin May Gene QuinnEditor / Moderator CEO / Producer
  3. 3. PanelistsBill Loller Julie AskTealeaf, an IBM Company Forrester Research, Inc.VP, Mobile Product VP and PrincipalManagement Analyst, eBusiness and Channel Strategy Professionals
  4. 4. Poll no. 1
  5. 5. Poll no. 2
  6. 6. The Mobile Experience Bill Loller VP, Mobile Tealeaf, an IBM Company
  7. 7. Agenda Mobile Trends & The User Experience Consumer Expectations Winners & Losers Experience Management: CX Mobile Best Practices © 2012 IBM Corporation
  8. 8. Mobile Driving Success/Failure “eBay sees mobile as a game changer” © 2012 IBM Corporation
  9. 9. The Mobility SpectrumPast Present Future?Mobility is not about devices, it is about Peoplebeing increasingly Mobile, and paradigms thatenable them © 2012 IBM Corporation
  10. 10. The iPhone is bigger than MicrosoftSource: APPL and MSFT SEC Filings © 2012 IBM Corporation
  11. 11. Ubiquitous mobile penetration © 2012 IBM Corporation
  12. 12. Consumer behaviorincreasingly mobile focused © 2012 IBM Corporation
  13. 13. We sold more smartphonesthan PCs last yearTablets alone will surpass PC sales in 2 to 3 years © 2012 IBM Corporation
  14. 14. Travel and mobile  Travel may just be the killer app for mobile devices. – Wall Street Journal, Aug 27, 201214 © 2012 IBM Corporation
  15. 15. Travel and mobile15 © 2012 IBM Corporation
  16. 16. Travel and mobile16 © 2012 IBM Corporation
  17. 17. Expectation vs. reality85% of adults who have completed a mobile transaction in the pastyear expect the experience to be better than using a laptop ordesktop computerYet 41% of comments about the top mobile companies expressedfrustration © 2012 IBM Corporation
  18. 18. Consumer expectations formobile are high © 2012 IBM Corporation
  19. 19. Bad mobile experiences =real consequences @xxxx *sigh* So depressing. Why do this? -------------------------- ―A bad review in the app store scars your app for life” – Mobile Orchard (leading iOS Blog) © 2012 IBM Corporation
  20. 20. Top consumer struggles1. Inability to complete a transaction2. Search functionality3. User interface63% of all online adults would be less likely tobuy from a company via other purchasechannels if they experienced a problemconducting a mobile transaction. © 2012 IBM Corporation
  21. 21. Mobile starsSome companies are getting mobile right andpeople are talking about it1. Convenience2. Ease of use3. Time savings © 2012 IBM Corporation
  22. 22. Lessons learned Mobile consumers are task-oriented – Give them the essentials – Give it to them consistently (match mobile and regular web site) – Make it readable – Serve it up quickly Even if you do all of this … © 2012 IBM Corporation
  23. 23. Tealeaf CX Mobile © 2012 IBM Corporation
  24. 24. Unprecedented visibility into the mobile experienceSee the complete mobileexperience through theeyes of your customers Native Mobile Discover ―why‖ customers succeed or Apps Site fail Automatically detect customer CX Mobile struggles, obstacles or issues covers all Drill down into actual user behavior, mobile channels complete with gestures Hybrid Translate customer feedback into Apps HTML5 actionable improvements Correlate customer behavior with network and application data © 2012 IBM Corporation
  25. 25. Mobile web New this year!  HTML5 support  Chrome renderer for BBR  High fidelity mobile replay © 2012 IBM Corporation
  26. 26. Native Apps New this year! - Android support - Screen capture - Stack traces © 2012 IBM Corporation
  27. 27. Coming soon: mobile usability –heatmaps & link analytics © 2012 IBM Corporation
  28. 28. Mobile DOM rendering © 2012 IBM Corporation
  29. 29. Best Practices © 2012 IBM Corporation
  30. 30. Common mistakes Visual overload  Not using CSS3/HTML5 (reduces need for images) Making user fill out long forms  Opaque design – user can’t figure out what is happening Not accounting for size/width of the finger  Not setting a home screen icon Not accounting for device width  Making pages non-zoomable Heavy or too many image files © 2012 IBM Corporation
  31. 31. Best practice: Make it easyAs the research shows, only 17 percent of mobile users feel the ease of use is what they’d expect.There’s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps. © 2012 IBM Corporation
  32. 32. Make it easy: Design formobile © 2012 IBM Corporation
  33. 33. Best practice: Listen✓Customers have lots of ways of telling you (and everyone else) what works and what doesn’t – app store reviews, Twitter, Facebook, etc. They are sharing critical information.✓Be open to learning and optimizing from what they are saying. © 2012 IBM Corporation
  34. 34. Listen: Reviews, tweets, FB = VOC © 2012 IBM Corporation
  35. 35. Best practice: Simplify✓Move from doing things because they are cool to doing things that help customers buy on mobile devices.✓Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers.✓For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry. © 2012 IBM Corporation
  36. 36. Simplify: KISS © 2012 IBM Corporation
  37. 37. Thank You © 2012 IBM Corporation
  38. 38. Poll no. 3
  39. 39. Making Leaders SuccessfulEvery Day
  40. 40. Mobile Traveler ExperienceDrive Your Competitive Advantage With A Mobile First ApproachJulie AskVice PresidentNovember 8, 2012
  41. 41. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
  42. 42. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
  43. 43. The phone sees a phone.
  44. 44. Mobile phones will diverge from PCs interms of what they can do — so too mustyour approach to developing and deliveringmobile services.
  45. 45. You need a ―mobile first‖ approach.
  46. 46. ―Mobile first‖ doesn’t mean that mobile takes a higher priority than other devices/channels.
  47. 47. ―Mobile first‖ means you design for mobile atthe start rather than using a retrofit approach.
  48. 48. Mobile will be unique. Mobile will be:• Highly contextual• Well-suited for tasks• A new services layer
  49. 49. 1. Mobile must be highly contextual.© 2012 Forrester Research, Inc. Reproduction Prohibited 50
  50. 50. Phones will have a host of new technologies Technology Opportunity (examples) • 3D cameras • Distance measured, gesture controlControls • Biometrics • Security, access cards, ID • Conversational voice recognition • Verbal command (e.g., Siri) • Near field communications (NFC) • Payments, ticketing, and information • 3D displays • Augmented reality, video outputDisplays • High-resolution displays • Media consumption, bar codes • Micromirrors • Image projection, picoprojectors • Touch inputs (fine-tuned)Data collection • Accelerometers (detects motion/tilt) • Phone orientation as control, pedometer • Chemical sensors • CO detection, food freshness • Gyroscopes • Gesture control, navigation, games • Magnetometers • Directions — ―Is it over there?‖ • Microbolometers (infrared) • Night vision, heat, light/dark • Pressure sensors • Height in buildings Source: A.M. Fitzgerald & Associates, Yole Développement, and interviews with Atmel, InvenSense, and Sharp Electronics
  51. 51. Forrester defines context as“the sum total of what your customer has told you and is experiencing at their moment of engagement.”
  52. 52. Context includes:Situation: the current location, altitude, andspeed the customer is experiencingPreferences: the history and personal decisionsthe customer has shared with youAttitudes: the feelings or emotions implied bythe customer’s actions and logistics
  53. 53. Think of this less as ―Big Brother‖ watching . . . http://www.flickr.com/photos
  54. 54. . . . and more like ―Big Mother‖ helping
  55. 55. The line between creepy andhelpful is thin, gray, and curvy.
  56. 56. Context is mostly about locationtoday, but it is getting a lot more interesting.
  57. 57. The potential of context will evolve with timeHigh • Biometrics • Display technology • Gesture-based control Level of contextual sophistication • Distance? Depth? Fundamentally • What floor in building? What aisle? • What direction is the consumer facing? altered • Light? Dark? navigation Add more Add intelligence • Purchase intent? contextual • In my store? In a competitor’s store? dimensions • Within 1 hour of flight? Two days? • Behavior/preferences • GPS • Time of day Basic contextLow 2011 2012 2013 2014 2015 2016
  58. 58. Wayfinding is important in travel – especially―what’s nearby … my location?‖ Or, ―where is Mickey Mouse?‖ Is ―my ride close by?‖ Source: Apple Maps
  59. 59. Contextual use of time will help prioritize home page content Airline example based on user time –2 days –2 hr Flight +2 hr + 2 days • Arrival time • Customer service • Change reservation • Food order • Mileage status • Reserve seat • Movies • Reward travel • View reservations • Wi-Fi • Upcoming reservations • Check gate • Ground • Departure time transportation • Lounge access • Lost luggage • Upgrade • Navigation
  60. 60. 2. Mobile will be task-oriented.© 2012 Forrester Research, Inc. Reproduction Prohibited 61
  61. 61. Consumers surf on PCs . . .
  62. 62. . . . and explore.
  63. 63. When I am researching a big trip, I go online Online Research Decide • Longer sessions Location • Visit multiple sites Days to Weeks Travel (e.g., airline, hotel, Lo nely Planet) Hotel • Read reviews, ratings, reco Activities mmendations, etc.
  64. 64. Consumers are task-oriented on phones.© 2012 Forrester Research, Inc. Reproduction Prohibited 65
  65. 65. But when I’m on the go, I have different needs Online Mobile phone Research Decide Short, discrete tasks Location Find way Quick Help/Reference Get Taxi Days to Weeks Travel Find Thai Food Theater Times Hotel Change Flight Book Hotel Activities Find Baggage Share Photos
  66. 66. 3. Mobile will be a services layer and anenhancement to real-world experiences.
  67. 67. TravelMobile tactics such as augmented reality can be used to helptravelers find restaurants that fit their tastes, budgets, attire,etc. while on the go.
  68. 68. Mobile will add a digital services layer tohotel rooms Rain Forecast Peak is 12,000 ft TV Instructions Internet Access Movie Schedule
  69. 69. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
  70. 70. Consumers are mobile savvy Increasing mobile Mobile Technographics® Profiles sophistication (Metropolitan) • Use mobile Internet at least weekly43% 29% 52% SuperConnecteds • Conduct 2 or more mobile advanced activities at least monthly32% 29% 51% Entertainers • Play games, listen to music or Watch TV/video at least weekly • Use mobile phone for work purposes14% 6% 41% Connectors more than 25 percent of their time • Use primarily communication16% 34% 12% Communicators services (e.g, SMS)29% 19% 7% • Primarily use voice Talkers10% 7% 8% Inactives • Do not own a mobile phone Sources: 2011 Q2 European Benchmark, North American Technographics Benchmark Survey Q2/Q3, 2011, Q2 2011 Asia Pacific Benchmark
  71. 71. Frequent travelers are even more savvy Increasing US online US online mobile US online Leisure Business sophistication adults travelers travelers SuperConnecteds 42% 49% 65% Entertainers 32% 38% 47% Connectors 14% 16% 45% Communicators 16% 17% 13% 29% 27% 13% Talkers Inactives 4% 10% 3% Among frequent business travelers, 72% own smartphones.Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US)Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually
  72. 72. Consumers in emerging markets have higher adoption and usage of SMS How frequently do you send or receive SMS/text messages on your primary mobile phone? 95% 93% 93% 92% 90% 85% 87% 85% 82% 77% 74% 71% 69% At least 63% 61% monthly or 59% more often 51% 48% At least daily or more often Base: Online adults 18+ (online monthly or more) with at least one active cell phone Source: North American Technographics Online Benchmark Survey (Part 1) Q2,2012 European Technographics Online Benchmark Survey, Q3 2012 Latin American Technographics Online Benchmark Survey, Q3 2012 Asia Pacific Technographics Online Benchmark Survey, Q3 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 73
  73. 73. Consumers are also using travel apps on their mobile phones… Which of the following types of travel-related apps (free or paid) have you used on your MOBILE PHONE in the LAST 12 MONTHS? US online adults Smartphone owners Apps from airlines that allow you to book, check- 10% in, and view flight schedules 19% Apps that track flight 7% status, delays, cancellations, and/or gate changes 14% Apps that search for hotel rooms, flights, and travel 6% deals 12% Apps from hotels that allow you to find 5% hotels, check-in, and choose bed/pillow type 8% Bases: 3,325 US online adults with mobile phones or tablets, 1,587 US online adults with smartphones Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US) Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually© 2012 Forrester Research, Inc. Reproduction Prohibited 74
  74. 74. … and on their tablets Which of the following types of travel-related apps (free or paid) have you used on your TABLET in the LAST 12 MONTHS? US online adults Apps from airlines that allow you to book, check- 13% in, and view flight schedules Apps that search for hotel rooms, flights, and travel 13% deals Apps that track flight status, delays, cancellations, and/or gate changes 10% (e.g., FlightTrack) Apps from hotels that allow you to find 8% hotels, check-in, and choose bed/pillow type Bases: 3,325 US online adults with mobile phones, 1,587 US online adults with smartphones or tablets Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US) Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually© 2012 Forrester Research, Inc. Reproduction Prohibited 75
  75. 75. Tablets are primarily home-use devices, butthey do travel with them Where do you use your tablet? (Select all that apply) 91% 84% Female Male 80% 77% 55% 51% 48% 42% 44% 37% 39% 36% 39% 34% 35% 35% 30% 29% 26% 27% 27% 24% 26% 24% 18% 19% 21% 15% 15% 10% 9% 11% 7% 7% 7% 5% 3% 4% Base: 510 US Online Adults 18+ (Online Monthly or More) who are tablet owners Source: Forrester’s Consumer Technographics Q3 2011 Devices and Telecom Recontact Survey (US) © 2011 Forrester Research, Inc. Reproduction Prohibited
  76. 76. Key Questions• What does “mobile first” mean?• How do consumers use mobile phones for travel today?• How should the travel industry approach the design and development of mobile services?
  77. 77. Define use cases.
  78. 78. Websites are a static collection of information and services linked by process and logic Airline example Reservations Loyalty New Existing Past Balance Choose date Select res # Select res # Status Location? Get receipt Get receipt Use rewards Time? Change seat Check mileage People? Change res Give feedback Choose flight Action/Service Book Information© 2012 Forrester Research, Inc. Reproduction Prohibited 79
  79. 79. Mobile must map to use cases and passenger needs ―I need ―I’m late!‖ ―My flight was transportation.‖ canceled!‖ Gate # Notification Airport map Departure time Options Taxi rates Check-in Rebook air Bus rates Boarding pass Book hotel Train schedule Action/Service Information© 2012 Forrester Research, Inc. Reproduction Prohibited 80
  80. 80. Leverage Mobile At Every Step Of The Customer Journey
  81. 81. Where can mobile enhance consumer touch points throughout their commerce journey? Plan Pick a destination/flight/seat and book. Loyalty Travel Check in, arrive Build status, book rewards. airport, board, and fly.© 2012 Forrester Research, Inc. Reproduction Prohibited 82
  82. 82. Focus on Convenience – especially where immediacy adds value.
  83. 83. Which is a more convenient means of travel?Why?
  84. 84. Changing the channel on your TV?
  85. 85. Consumers will adopt and use convenientservices A product or service is considered to be convenient if: Σ Benefits > Σ Inhibitors
  86. 86. The Mandarin Oriental app offers convenience Immediacy Simplicity ContextPlan and book: Access hotel Plan and book: Simply enter deals with the click of a information by importing from Stay: The app makes location button contact list based recommendations
  87. 87. Develop a plan to evolve sophistication.
  88. 88. Focus on consistency — a pragmatic first stepHigh Level of mobile sophistication Consistency Multichannel Nothing • Migrate services that are frequently used online and are mobile.Low Evolution of services over time
  89. 89. United’s mobile services have a similar look, feel,and functionality as the main website online Web (computer) iOS App Mobile Web iPad Source: www.united.com
  90. 90. Mobile can enhance other touchpointsHigh Level of mobile sophistication Enhancement Cross- channel • Mobile doesn’t have to be a holistic replacement Multichannel for other channels or Nothing touchpoints.Low Evolution of services over time
  91. 91. Where is there value in immediacy? Airline: travel day Alter Logistics Arrive / Check in Arrive airport Board / Travelreservation change Disembark • Reservation # • Gate change • Upgrades • Find baggage • # of bags • Rebook flight • Wi-Fi • Baggage lost • Boarding pass Check bags • Missed flight • Food • GroundChange seat • Time change • Baggage on transportation • Plane change board • Navigationassignment • Seat change • Customs • Hotel shuttles Security forms • Assigned seat • Flight • Car rentals • Upgrade coupons canceled • Open seats • Name / ID • Etc. card • Boarding passChange time Passengers will want to Arrive gate • Alt flights act immediately on this • Change fees information. Send notifications. High Medium © 2012 Forrester Research, Inc. Reproduction Prohibited
  92. 92. Mobile can offer new services BreakthroughHigh • New Mobile- products, process unique es, and services Level of mobile sophistication Cross- channel Multichannel NothingLow Evolution of services over time
  93. 93. Mobile boarding passes
  94. 94. In-seat entertainment
  95. 95. Context must deliver simplicity Simplicity Advanced contextualHigh Mobile- unique Level of mobile sophistication Cross- channel Multichannel NothingLow Evolution of services over time
  96. 96. Contextual use of time will help prioritize home page content Airline example based on user time –2 days –2 hr Flight +2 hr + 2 days • Arrival time • Customer service • Change reservation • Food order • Mileage status • Reserve seat • Movies • Reward travel • View reservations • Wi-Fi • Upcoming reservations • Check gate • Ground • Departure time transportation • Lounge access • Lost luggage • Upgrade • Navigation
  97. 97. Get your technology team involved.
  98. 98. Let’s go back to the airline example Airline example based on user time –2 days –2 hr Flight +2 hr +2 days • Arrival time • Customer service• Change reservation • Food order • Mileage status• Reserve seat • Movies • Reward travel• View reservations • Wi-Fi • Upcoming reservations • Check gate • Ground transportation • Departure time • Lost luggage • Lounge access • Navigation • Upgrade
  99. 99. Actualizing this scenario requires deep alignment with the technology team Flight –2 days –2 hr Flight +2 hr +2 daystimeline • Arrival time • Customer service • Book reservation Traveler • Food order • Mileage status • Change reservation mobile • Movies • Reward travel tasks • Request upgrade • Wi-Fi • Upcoming reservations • Reserve seat • Baggage carousel • Check gate • Ground transportation • Departure time • Lost luggage • Lounge access • Navigation • Upgrade Flight reservation processes Travel Customer loyalty processesbusinessprocesses Flight processes Baggage handling processes
  100. 100. Are you ready for this new world? How do you stack up?© 2012 Forrester Research, Inc. Reproduction Prohibited 101
  101. 101. Some obvious signs you are behind include:You don’t have a mobile strategy. You are still pursuing one-off projects. Your mobile services are a subset of your PC experience. Your mobile team consists of one person or less. You have not optimized your website for mobile. You are not working closely with your technology counterparts.
  102. 102. Summary: Mobile first• Acknowledge mobile is different and understand how. - Contextual - Task-oriented - Services layer• Design based on mobile use cases.• Leverage mobile throughout the consumer journey.• Focus on convenience – especially immediacy• Develop a strategic plan to evolve the sophistication of services and use of context.• Involve your technology team early to plan and build the infrastructure.
  103. 103. Thank you.Julie Ask+1 415 355 6002jask@forrester.comwww.forrester.com
  104. 104. Poll no. 4
  105. 105. Q&A
  106. 106. Thank You! Please send your questions and comments to Kevin Please May, kevin@tnooz.comReplay of today’s webinar and presentation will be available tomorrow at www.tnooz.com

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