ArabNet Digital Summit 2012, March 27 - 31. Industry Day, March 28, Establishing a Mobile Presence for your tourism company; Mert Pozcu, CEO, Pordiva

1. Establishing a Mobile Presence
forYourTourismCompany
Mert Pozcu
@pordiva

2. Who is Pordiva ?
• We are mobile application developer based in
Istanbul, Turkey with over 11 years experience in the
mobile space.
• We have developed app and mobile websites for
numerous tourism and travel brands in the turkish and
european markets.
• In Jan 2012 we launched our own branded ticketing
app and site which quickly became the most
downloaded travel app for the turkish market in the
Iphoneappstore and android market.

4. Why Mobile ?
• Mobilephones have out-diffused virtually every prior
technology, including bicycles, radios, television (TV)
sets, wallets, wireline phones, and wristwatches, and have
done so in twenty-five years
(Source: The Global Adoption and Diffusion of Mobile Phones, Kas Kalba, Dec 2008)
• 73.4 % of the earths population have a mobile subscription!
(Source: Amadeus 2011).
• The number of worldwide subscriptions for mobile reached
5 billion in Sept 2010.
(Source: International Data Corporation, Worldwide Quarterly Mobile PhoneTracker)
• The worldwide Smartphone market grew 79.7% year on
year in the first quarter of 2011 (1Q11)
(Source: International Data Corporation, Worldwide Quarterly Mobile PhoneTracker)

5. Why Mobile ?
• There are 6.8 billion people on the planet. 5.1 billion of them own a cell
phone, but only 4.2 billion own a toothbrush.
(Source: Mobile Marketing Association Asia)
• In some countries, there are more mobile subscriptions than there are people.
(Source: Mobile Marketing Association)
(How can this be? It’s because some people own more than one mobile phone.)
• There are more mobile phones on the planet than there are TVs.
(Source: Jupiter)
• It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes
for them to report a lost phone.
(Source: Unisys)
• 70% of all mobile searches result in action within 1 hour.
(Source: Mobile Marketer)

6. Global Smartphone Penetration At 27%
Source: Techcrunch 2011

7. Mobile is not an extension of
thedesktop but a medium of itsown..
In many developing nations, the majority of mobile Web users are mobile-only,
highest include Egypt at 70 percent and India at 59 percent.
• In many developing nations, the mobile-only tend to be under 25.
Percentage of mobile Web users who never or infrequently use the desktop Web
Percentage Percentage
Country Country
mobile-only mobile-only
Egypt 70% Indonesia 44%
India 59% Thailand 32%
South Africa 57% China 30%
Ghana 55% US 25%
Kenya 54% UK 22%
Nigeria 50% Russia 19%
Survey group:
Source: On Device Research (December 2010) via: mobiThinking
15,204

8. What mobile means for the tourism
and travel sector.
• 16 % of
Travellerssurveyedcurrentlyusesmartphonestobooktrip
s(Source : Amadeus – TheAlwaysconnectedtraveller 2011)
• Two-thirds of businessesnow plan
travelusingsearchengines,
withsmartphonebookingsrising 69% just in 2010 (Source:
Google 2011)
• Mobile travelbookingsaccountedfor 15% of
allcorporatereservations in 2010 upfrom 9% in 2009.
(Source: CorporateandIncentive Travel 2011)

9. What mobile means for the tourism
and travel sector.
• More then half of Leisure travellers and 3 in 4
business travellers now own a smartphone (Source:
PhoCusWright - Mobile hits the mainstream: leisure and business travel trends
2012)
• The number of mobile bookings in the mobile
travel space has accelerated from $20 million in
2008 to $200 million in 2010 (Source: Eye for travel 2011)
• The Percentage of hotel searchs coming from
mobile devices is 19.5% of all hotel searchs. (Source:
Eye for travel 2011)

10. Mobile Solutions
1) Mobile web site
• Accessible by nearly all internet connected mobile phones
if optimized.
• No need to find and install application from an app store.
• Can generate traffic and users from search engines and
make use of localized search.
• Easily shared by users via a link from other websites blogs
or even social media.

11. Mobile Solutions
2) Mobile Applications
• Superior ease of use and UI options
• Can use advanced features of Smartphone's such as GPS, Camera
and processor heavy technologies such as augmented reality.
• Can be personalized much easier and remember all the users data
without needing to login.
• Can create a lasting link with the customer as long as the app is not
deleted.

12. Which one should I use ?
• If your goal is to drive more interactive engagement with users and
provide a better content sharing experience an app is the only way
to go.
• If your goals are primary marketing driven and your aim is to deliver
a wide mobile experience to as many users as possible and be
found on search engines then a mobile website is the choice for
you.
• For tourism ideally both.
• If you have limited time or resources then a mobile Internet site is
usually more advisable.

13. The future of tourism in mobile
SO-LO-MO
1. Social – What we do as human beings and how we share our travel experiences
2. Local – Need for information from our local environment.
3. Mobile – Always moving and always connected.
• The future of tourism in mobile is a perfect convergence of these three factors .
• Intelligent mobile apps will detect a travelers location and what they are looking
for, provide directions and push specials based on geo-location while allowing
customers to share their experiences in real time.
• SoLoMo is already driving better engagement and conversions and is the hottest
trend in the mobile travel space.

14. The future of tourism in mobile
• Technologies such as Mobile payment, NFC and Mobile
Identification technology will make travelling a more
frictionless and stress free experience.
• Intelligent recommendation will enable personalized
travel guides and mobile tour representatives to enrich
the travel experience.
• People will use technology and social networks more
frequently to tap into the wisdom of friends to make
better travel choices.

15. Thank you
@pordiva
www.pordiva.com