The presentation discusses the evolution and significance of mobile distribution in the travel industry, emphasizing its rapid growth and the challenges it faces, including fragmented platforms and user engagement. It highlights that mobile bookings are increasing significantly, with mobile ads showing much higher purchase intent compared to desktop ads. Various strategies for effective mobile marketing and development, along with innovative mobile technologies, are also presented to enhance user experience and drive bookings.

1. Mobile DistributionNo, It’s Not Billboards andNeon Vacancy SignsRobert ColeFounder, RockCheetahrockcheetah.com/blog

2. Presentation OverviewWhy Mobile is ImportantWhy Mobile is ChallengingWhy Mobile Travel is ComplicatedMobile Web v. Mobile AppsMobile Business ConsiderationsMobile Development ConsiderationsLocation Based ServicesDisruptive Mobile InnovationsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 2

3. In the Good Ol’ Days…BillboardsVacancy SignsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 3Mobile Distribution Was Pretty Much Limited to:andImage Credit: BGLewandowski on Flickr | 28flavors on YouTube

4. Then, the Internet Changed EverythingJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · 4Image Credit: Thomas Hawk on Flickr

5. 15 Years Later, Mobile Changes It All Again June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 5

6. Why Mobile is ImportantExtends Most Important Web AttributesDevice Follows the User – MobileGPS Provides Geographic Context - LocalSupports Many Forms of Communication – SocialDevices are Typically Not Shared – PersonalSmartphones Extends the SensesSight (Camera)Sound (Microphone)Feeling (Touch-screen)Balance (Accelerometer)June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 6

7. Google’s Perspective on MobileGoogle’s New Credo:Mobile FirstJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · 7

8. Why Mobile Can Not Be IgnoredJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 8Smartphone use is on the rise.Mobile web adoption is ramping up 8x faster than Internet in the mid-90s.In the Travel vertical, purchase intent on Mobile ads is 5x higher than on desktop ads. Mobile Travel bookings are projected to grow 700% in 2 years.$20M2008$160M 2010 ProjectionData Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010

9. New Devices Impact Mobile Hotel QueriesJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 9Android Nexus OneSignificant Growth in 3 YearsMoto Droid & ErisGoogle Mobile “Hotel” Category Query GrowthDevice LaunchesAndroid myTouchiPhone 3GSBlackberry StormAndroid G1Palm PreiPhone 3GiPhoneData Source: Google Internal Data

10. Mobile Advertising & Booking is RealGoogle / Vegas.com Case StudyClick-through rates may be a lot higher for mobile ads than desktopImpressive returns on the iPhone with campaign CTR nearing 20%Google Travel Booking RecommendationsPurchase intent on Mobile Travel ads is 5x Higher than desktop adsTarget effortsDrive-up bookingsIncremental night staysLast minute flight changesHighlight promotionsMotivate consumers to interact and spend with your brandJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 10

11. Need More Convincing?Apps Work Well for Highly Engaged Users25% of iPhone & Android Users 2 hours per day on AppsBooking Functionality is Expected by ConsumersSupport Branded Assets by Driving Downloads & UsageLet Travelers Use The Phone!Adding Phone Number to Ad Text Increased CTR5-30%!Google Mobile Calls 22% More Likely to be Relevant & 31% More Likely to Result in Bookingthan calls other lead sources1 Out of 3 Mobile Searches Has ‘Local Intent’June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 11

12. Mobile Travel Booking Is DifferentBooking Window is Shorter. More Last MinuteSearch Queries are 2-3 WordsRequires Create Mobile Landing Pages for SEOSeparate Campaigns Required for MobileMust Reflect Different User BehaviorsGeo-location is Important, but not EverythingTime of User Access is ImportantLunch-time / EveningJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 12

13. Travel Process is More Complex -Impacts Traveler Goals & PerceptionsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 13Guest’sPerception of Web/MobileTravel ExperienceSource: RockCheetah Proprietary , Seven-Step Travel Process

14. Guest Relationship is More Complex -Multiple Traveler PersonasIndividual Maintains Same Demographic, butPurpose of Travel Dictates Decision ProcessesMultiple Traveler Personas ExistBusiness MeetingIndustry ConferenceFamily VacationRomantic GetawayWeekend with College FriendsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 14

15. Hotel Distribution Channels ShiftingJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 15

16. Please, Let Them Book the ReservationJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 16Data Source: iPerceptions 4Q09 Hospitality and Tourism Industry Report

17. Mobile Challenges – Fragmentation Siloed Operating SystemsApple iOS v. Google Android v. BlackberryOS v. Symbian 3 v. Windows PhoneDifferent Hardware CapabilitiesVaried Power, Features & Screen SizesMobile Web v. AppsProvide Different User ExperiencesPolitics v. Rich Internet ApplicationsFlash / Silverlight / HTML 5 & H.264June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 17

18. Technology is More Complex - Welcome to the Splinternet*Golden Age of the Web EndingInformation Sharing Was Based on Compatible FormatsNow, the Age of Walled GardensContent Controlled by Platform OwnerContent Hidden From Search Engines by PasswordsApple – iStoreExcludes Flash ApplicationsBars Google AdMob AdvertisingFacebook – Friends & LikesSocial Graph Exists Only After Facebook LoginJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 18*Term “Splinternet” coined by Josh Bernoff, Forrester Research Senior VP - Idea Development

19. SplinternetPlatform CharacteristicsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 19Source: Forrester Research

20. SplinternetAd & Experience CharacteristicsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 20Source: Forrester Research

21. Operating System EvolutionInnovation or Fragmentation?Android – One Year Old / 4 Different VersionsVersion 1.5 – 24.9% ShareVersion 1.6 – 25.1%Version 2.1 – 50.0%Version 2.2 – Available for Nexus OneGoogle Approach“Google treats partners equally, but will not slow the rate of innovation so weaker players can keep up”“By constantly raising the bar, both in terms of reference devices and software, Google aims to keep innovating and drive that innovation as a differentiator”“Android isn't a summer camp for handset vendors and not everyone gets a trophy for showing up”June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 21Source: Michael Gartenberg Altimeter Group

22. Mobile Web v. Mobile AppsMobile Web BenefitsOpen StandardsCross Platform FunctionalityNo Proprietary APIsCross-Application IntegrationNo 3rd Party App StoresNo Revenue SharingJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 22

23. Mobile Web v. Mobile AppsMobile App BenefitsMore Robust GUI OptionsDoes Not Require Online AccessAccess to Phone “Senses” & Native DataApp Store Marketing OpportunitiesClear Monetization ModelJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 23

24. 4P’s of Mobile Strategy DevelopmentPeopleWho is the Target User?PurposeWhat Do the Users Want to Accomplish?PlatformWhat Types of Devices Are They Using?ProcessDefine Most Efficient Navigation & WorkflowJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 24

25. Most Important Questions:What Are Your Mobile Objectives?BookingsAncillary RevenueCustomer ServiceHow Can You Create Value For the Guest?Save Time?Save Money?Enhance Experience?June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 25

26. Mobile Apps – Business ConsiderationsBusiness ModelsApplications – Technology (Revenue Share with App Store)Subscriptions – Unique Content (Rev Share with App Store)Publishing – Advertising (Share Revenue with Ad Network)Monetization MethodsFreeFreemium – “Light” Version Free, “Deluxe” Version is PaidFull Retail PriceJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 26

27. Mobile Apps – Marketing ConsiderationsPerfect World: Volume DriversGood DeviceGood NetworkGood BrowserPromotionMust Be Differentiated – Provide Unique BenefitsGreatest ChallengesBreaking Through Clutter – Must be FoundMaintaining Engagement / Avoiding DeletionJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 27

28. iStore Page of Popular Travel AppsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 28Top 20 Travel Apps

29. Google Earth

30. Free Translator

31. Urbanspoon

32. Yelp

33. MapQuest 4 Mobile

34. Trapster speed trap alerts

35. USA TODAY

36. KAYAK Flight, Hotel Search

37. Free Wi-Fi Finder

38. AppBox Lite

39. OpenTable

40. FREE Spanish Tutor

41. Currency

42. foursquare

43. Southwest Airlines

44. USA TODAY for iPad

45. MotionX GPS Drive

46. OpenTable for iPad

47. Cheap Gas!

48. CheckPlease Lite - Tip CalculatorMobile Development ConsiderationsREMEMBERYour Website IS NOT a Mobile SiteMUSTProvide Information QuicklyFocus on Specific TasksDirect Path to DataLeverage Device FeaturesJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 29

49. Mobile Functionality – Best PracticesOne-click Driving DirectionsKnow Phone Location / Know DestinationClick to TalkProvide Phone Number in Mobile AdsInclude Context Appropriate Phone NumbersIntegrate Social NetworksHelp Customers Promote Your Brand / LocationNegotiate Development Costs AggressivelyRestaurant Group: 23 Sites = $8,000 (Orig. $37K)June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 30

50. Mobile Promos: Ground Rules ApplyProtect Guest PrivacyOpt-In for Promotional Message DeliveryAre Offers Relevant?Popular or High Demand Product/Features?Appropriate for Individual?Provides Consumer Value?Simple to Convert?Avoid Bait & Switch Offers and Trailer-playsProvide Options to Engage Their Social NetworkIn Destination Engagement May Not Be ForeverJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 31

51. Mobiata – StayHip (For TravelClick)June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 32

52. Can Your iPhone App Compete?June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 33“I was in downtown Orlando for MegaCon this weekend and bid for a last minute three-star room for $75 – all while in line for a panel.”

53. A New Location, Location, Locationfor the Hospitality IndustryJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 34Image Credit: geoftheref on Flickr

54. Location Based ServicesFoursquareEnables Free Setup & Custom BadgesMayor, Check-In, Frequency, Wildcard SpecialsYelp!Monetizing Setup , Plus $300-$1,000 MonthlyHeavily Food & Beverage OrientedGowallaIHG Partnering for “HIT it Big” PromotionCheck-in on Weekend Stay, Register for BonusesJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 35

55. Location Based Services - ContinuedBest Prospects for OffersFrequent Guest Program MembersReturning Guests (Non-Program Members)First Time Guests (Not Familiar with Property)Types of SpecialsMost Frequent Visitor (Mayorship)Check-In (Discount / Value Add for Visit)Frequency (Bonus for Nth Check-In)Wildcard Offer (Special Offer for Having a Badge)June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · 36

56. Disruptive Mobile InnovationsYelp! Monocle - Augmented RealityPoint Camera Down Street, See ReviewsKayak Connect - BookingMobile Meta-search Gets TransactionalGoogle Store ViewsGoogle Maps Street Views Goes IndoorsApple iTravelStreamlining the Travel ExperienceOpenwaysInnovative Mobile Door Locking System June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 37

57. Yelp! MonocleJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 38

58. Kayak ConnectJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 39

59. Apple iTravel – Booking TransactionsJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 40

60. Apple iTravel – Traveler Identification June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 41

61. Apple iTravel– Revolutionary Air Experience?June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 42

62. iTravel – Revolutionizing Event MerchandisingJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 43

63. iTravel – Revolutionizing Conferences?June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 44

64. Openways – Doors or Distribution?Uses Mobile Phone as Room KeyEngages Guest Prior to Arrival / Kept through StayDoes not Require Replacement of Door LocksDevice Added to Existing Lock SetSmartphoneApp Downloads Unique Audio Code From CloudFeature PhoneSMS Text Message / Calls Servcer / Plays CodeWill Support NFC in FutureJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 45

65. Every Innovative Mobile Ideais Not Always a Good Idea…June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · Page 46

66. June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah · 47Robert ColeRockCheetah LLCrobert@rockcheetah.comhttp://rockcheetah.com/blog/What Did You Think?In order to help us create/provide a better HITECexperience in the future, please take a second to fill out our short survey.And THANK YOU for attending HITEC! Learn how HFTP membership can benefit you, visit www.hftp.org