Facts and features of mobile marketing for service industries, presented June 5, 2013 at the New York HSMAI Chapter as part of a program called "mobile madness." Good information about what works and why for mobile marketing.

1. The Myths of
Mobile
The Mobile Revolution for Hotels and
Resorts
June 6, 2013

2. 2
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
6.1 Billion
953 Million
2

3. 3
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
6.1 Billion
953 Million
X
3

4. 4
More people own mobile
phones than own
toothbrushes

5. Myth:
Mobile is a device

6. Cost of
Computing
6
Processor 2 GHz dual core 1.5 GHz dual core
Memory 2 GB 2 GB
Storage 120 GB 32 GB + cloud
Screen resolution 1024x768 1280x768
Movies Yes Yes (internal or streaming)
Wifi 802.11 a/b/g 802.11 a/b/g/n
Bluetooth Optional (Extra cost) Yes
Camera Optional (Extra cost) 8 MP
Weight 8.9 pounds 0.3 pounds
Battery life 2.5 hours 7.75 hours
Cost $1,100 ($3,000 with options) $ 649 ($49.99 w/ contract)

7. 7

8. Truth:
Mobile is a situation

10. June, 2011: “The Special Rapporteur
[of the United Nations] considers
cutting off users from internet access,
regardless of the justification
provided... to be... a violation of article
19, paragraph 3, of the
International Covenant on Civil and Political Rights
.”
© 2013 - Tim Peter & Associate

11. “The web is like
electricity. It's just
there.”
Eric Schmidt

12. © 2013 - Tim Peter & Associate

13. • 44% of all cell users
• 40% of those 35-44
• 50% of smartphone
users
• 60% of those 18-34

14. © 2013 - Tim Peter & Associate

16. 16
2013: 45% of searches on
mobile
Source: Google

17. 17
Have we reached “peak
search?”
Source: Google - Search Volume Growth by Source

18. 18What is a search engine?

19. 19
Source: Pew Internet and American Life Project

20. 20
Source: Pew Internet and American Life Project

21. © 2013 - Tim Peter & Associate

22. Growth of tablets 22

23. Defining “mobile”
• Context:
•Past actions, history, selected
preferences
•Assumed attitudes based on
situation and actions
•“Where u @,” altitude, speed
© 2013 - Tim Peter & Associate

24. Defining “mobile”
•42% of tablet use
while watching
TV
© 2013 - Tim Peter & Associate

25. Overall Mobile
Use
Source: eMarketer Digital Travel Outlook – June 2012

26. Leisure Travelers
Shop...
Source: Google/Ipsos MediaCT - U.S. August 2012

27. 27
Source: Google/Ipsos MediaCT - U.S. August 2012
Business travelers shop...

28. © 2013 - Tim Peter & Associate

29. March 6,
1983: First
commercial
mobile phone
& network
© 2013 - Tim Peter & Associate

30. Guess
when Gen Y
was born
© 2013 - Tim Peter & Associate

32. © 2013 - Tim Peter & Associate
Dreaming
Discovery
Researching
Purchasing
Anticipating
Consuming
Rememberin
g

33. 33
Cross-channel/cross-
device

34. 34
Source: Priceline.com, February 2013
Priceline mobile bookings
Valentine’s Day, 2013

35. What’s next?
•Sensors everywhere
•Distance, floor in building, aisle, what
direction
•Light, dark, time of day
•Gesture-based control (Xbox Kinect or
Wii – exists in Samsung Galaxy S4)
•Biometrics (Are you excited?
Confused?)
© 2013 - Tim Peter & Associate

37. 37

38. 384 “P’s” of marketing + 1

39. People first, but
remember, there’s an
Internet in their
pocket

40. Embrace
responsive
design

41. 41Task-oriented Contextual

42. 42
Context-aware?

43. 43
Context-aware?

44. 44
Context-aware?

45. 45
Think “task-
oriented”: Disney
MyMagic+ RFID
“tickets” and
Think “task-
oriented”: Disney
MyMagic+ RFID
“tickets” and

46. Nike+
and Fuel
Band

47. W Hotels
curated
music
mixes

48. Myth:
This is all in the
future

49. 49
“The future is
already here...
it’s just not
evenly
distributed.”

50. 50Summary
■ Mobile is a situation, not a device
■ Guest behaviors continuing to evolve
■ Support the guest across
devices/channels
■ Focus on tasks and context

51. 51Thank you
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter