The document summarizes a presentation given by David Slocombe, Head of Mobile at Lastminute.com, at the Technology Solutions for Tourism Conference on March 1, 2013. The presentation focused on delivering the right mobile experience to customers through understanding customer lifecycles, reducing friction in the mobile experience, and delivering an experience that "wows" customers. Key points included understanding primary mobile traffic sources, getting customer feedback, focusing on essential features, and whether an app or mobile web experience better serves different customer groups. The goal is to gain customer traction through a best-in-class mobile experience.

1. Technology Solutions for Tourism Conference
Friday 1 March 2013
Where Technology and Tourism Collaborate
Mobile web and apps – delivering the right experience to the right customer
David Slocombe, Head of Mobile, Lastminute.com

2. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE
TO THE RIGHT CUSTOMER
DAVE SLOCOMBE – HEAD OF MOBILE CHANNEL
@DAVESLOCOMBE

3. TRAVEL GROWTH
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4. LAST-MINUTE SEARCHES
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5. GLOBAL GROWTH SNAPSHOT
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100 – 200+ %
50 – 100 %
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]

6. MOBILE STRATEGY
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google
Focus on acquisition through mobile website and optimising the experience
to improve conversion for our current customers

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KNOW YOUR CUSTOMER

8. CUSTOMER LIFECYCLE
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SEO
PAID
Social
DIRECT
Viral
Affiliate
Understand your mobile traffic
Use web analytics: which devices, traffic, referrers

9. CLICK TO EDIT MASTER WEB TO APP
LIFECYCLE MOBILE TITLE STYLE
Understand your mobile customer lifecycle

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11. CUSTOMER INSIGHT
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INCREASE FIDELITY AND REPEAT

13. WEB DISCOVERABILITY
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Optimise your website for mobile traffic
Advertise in search, social, affiliate channels,

14. REDUCING FRICTION
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KISS – Keep it simple stupid!
Do one thing well and focus on optimising it

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Understand the value of an app vs mobile web to
your customers, create a deeper relationship

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KNOW YOUR CUSTOMER’S CONTEXT

17. CLICK DIFFERENT DEVICE CONTEXTS
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Travel companion
Couch surfing
Travel companion Shop browsing
Couch surfing Larger purchases
Always with you Shop browsing
Personal Larger purchases
In store
Location aware
Last-minute
purchases

18. estaurant
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UK r user searches
l ocations for restaurants

19. SEASONAL SEARCH DISTANCES
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April May June
Oct Nov Dec

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DO ONE THING WELL

21. CLICK TO EDIT MASTER HOTELS USA
LASTMINUTE.COM TITLE STYLE
Reduce friction
KISS!

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DELIVER WOW

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Reduce friction
Faster checkout
Deliver Wow
new technology
a better user
experience

26. DELIVER WOW
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27. CLICK TO EDIT MASTER TAKEAWAYS
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• Know YOUR customer!
– Know your primary traffic channels, devices, traffic, referrers
– Get out of the building! Meet your customers regularly, show them early designs
– Look for the Minimum in the Minimum Viable Product
– Which customers would benefit from apps, which benefit from mobile web
• Deliver WOW to get noticed, gain traction
THANKYOU

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