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  • How are users seeking destination related information on their mobile and tablet devices? When are users seeking hyper-local or information driven by location?How important are destination reviews?
  • Murphy

    1. 1. The Mobile Consumeranytime, anywhere and always last minute <br />Beth Murphy<br /><br />
    2. 2. Mobile and Tablet will overtake PC users by 2014<br />Source: Morgan Stanley, Global Internet Trends, April 12, 2010<br />2<br />
    3. 3. 40% of consumers using mobile to purchase products<br /><ul><li>53% look for deals and coupons
    4. 4. 52% read user reviews on device
    5. 5. 69% check on order info
    6. 6. 52% share product information with others</li></ul>Mobile commerce no longer early adopter, it’s mainstream<br />Source: ROI Research & Microsoft study, March 2011 <br />3<br />
    7. 7. Travel category is poster-child for mobile commerce <br />US Travel Mobile Market Opportunity <br /><ul><li>58% of smart phone travelers interact with travel companies
    8. 8. 42% plan to check-in
    9. 9. 35% intend to book travel, up +16% YOY</li></ul>Intend to book on mobile phone (35%)<br />Check-in, check itineraries <br />(42%) <br />Total Online Travelers <br />(103MM) <br />Mobile bookers spend $3,861 annually - $1,300 more than non-users (representing $170 Billion) <br />Source: PhoCusWright 2010 Traveler Technology Survey <br />4<br />
    10. 10. Target Segments are younger, more affluent and less brand loyal <br />Primary <br /><ul><li>Younger (under-30)
    11. 11. Less brand loyal
    12. 12. Device agnostic
    13. 13. UGC important
    14. 14. Deals and social features</li></ul>Secondary<br /><ul><li>Under 40
    15. 15. Pragmatic and time constrained
    16. 16. Expect highly relevant experiences</li></ul>Anytime, Anyplace<br />Under 30s <br />Pragmatic Under 40s <br />Total ‘Online Traveler’ Population <br />Design product solutions for core targets<br />Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey<br />
    17. 17. Consumers are shifting purchases further in-trip<br />2011 US Mobile Booking Survey <br /><ul><li>65+% of mobile users are booking hotels same day
    18. 18. 39% of all travelers will research travel on their phones
    19. 19. Majority using search, maps and more for just-in-time itineraries</li></ul>Intend to book mobile phone (35% or 36MM)<br />Check-in, check itineraries (42%) <br />Location-based functionality and time-sensitive offerings drive purchase <br />Source: Travelocity Survey, March 2011, n= 1,253 internal data.<br />6<br />
    20. 20. All platforms are relevant, with heavy shoppers orienting towards apps over web<br />Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34<br />
    21. 21. Social media and UGC are increasingly core to purchase<br /><ul><li>48% of travelers post on social media
    22. 22. 32% are influenced by social reviews
    23. 23. 30% share travel experiences on social networks
    24. 24. 20% solicit tips and advice on social networks
    25. 25. 19% are fans of travel companies
    26. 26. 13% use social networks to shop for travel </li></ul>Dream & Discover<br />Shop & Book<br />Share & Play<br />Social media & user generated content are must-have experiences to engage shoppers <br />Source: PhoCusWright 2010 Traveler Technology Survey <br />8<br />
    27. 27. Mobile represents opportunity to acquire new users<br />Not just cannibalizing desktop transactions or a loyalty play<br />Source: Internal, May 2011<br />
    28. 28. Competitive Landscape across trip lifecycle – large unmet needs & opportunity for differentiation <br />OTA<br />Traditional OTA<br />Meets<br />Well<br />Meets<br />Niche<br />Somewhat Meets<br />Some Features<br />Does not meet <br />10<br />
    29. 29. Mobile opens up new opportunities for brands <br /><ul><li>High unmet needs today - mobile Apps lag desired consumer behavior
    30. 30. One-stop mobile app experiences vs. individual best of breed desktop experiences – opportunity to move beyond transactional experiences
    31. 31. Innovation and differentiated experiences halo brand</li></li></ul><li>12<br />Parting Tips<br /><ul><li>SEM and SEO are fragmented and under-optimized, low hanging fruit
    32. 32. Mobile media vehicles still evolving, don’t despair!
    33. 33. Your obvious assets can be the biggest drivers of App downloads
    34. 34. Combat high App churn by extending product relevancy
    35. 35. Consider drinking the HTML5 and open source Kool Aid</li></li></ul><li>Questions?<br />