Mobile travel is no longer a race to the functionality finish, adding the latest feature into a basic app just to have the "shiny new thing." Today, mobile strategy in travel is about engaging and supporting travelers at every step and giving them more options to manage their trips in the way they want to. In this webinar, MTT of Travelport Digital and Tnooz will explain about how airlines and TMCs can plan and prioritize their mobile investments, make sure they serve the ultra-connected traveller of today and tomorrow and stand out in their marketplace. Topics covered include: The pace of change in mobile travel innovation MTT’s Five Stages in the Evolution of Mobile (EVOM) for Airlines and TMCs – Foundation, Revenue, Engagement & Acquisition, Owning the Traveler and Mobile First Insights into the travel industry’s "mobile maturity" at each stage of the EVOM Lifecycle How to map your mobile strategy to the EVOM methodology to deliver the best mobile experience for your customers and achieve your business objectives Differentiating your airline or TMC with an advanced EVOM strategy. Panelists for the webinar are: Brendan Bourke, Digital Consultant, MTT, part of Travelport Digital Ken Augustine, Client Partner, MTT, part of Travelport Digital Sean O'Neill, Editor in Chief & Moderator, Tnooz Gene Quinn, CEO & Producer, Tnooz This webinar took place on 27 October 2016.

1. The evolution of mobile travel
Where to invest next?
Webinar
October 27, 2016

2. Your hosts
Sean O’Neill
Editor in Chief & Moderator
Tnooz
Gene Quinn
CEO & Producer
Tnooz

3. Poll no. 1
Where are you located?

4. Poll no. 2
Which industry segment do you represent?

5. The
image
part

6. The
image
part
The Evolution of
Mobile Travel.
Where to Invest Next?
Your Presenters Today:

7. The
image
part
A Mobile First World
Mobile in travel has come a long
way in short space of time

8. The image
part with
relationship ID
rId2 was not
found in the
826 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
2016 Mobile Trends
Virtual Agents Duty of CareRemoving Friction | Multi Platform | Mobile Payments | Context | |

9. The
image
part
What is MTT’s EVOM?

10. The
image
part
Not strictly linear, but later functionality should not take wholesale
precedence over preceding stages
Introducing EVOM - Evolution of Mobile Travel
MTT’s framework helping airlines and TMCs to align and prioritise
digital investments to support their key goals and objectives
Balanced Functionality
FOUNDATION
ACQUISITION
&
ENGAGEMENT
REVENUE
OWNING THE
TRAVELLER
MOBILE FIRST

11. The
image
part
The Evolution Of Mobile
Mapping performance versus competitors
FOUNDATION REVENUE ACQUISITION &
ENGAGEMENT
OWNING THE
TRAVELLER
MOBILE FIRST

12. Poll no. 3
Which pillar do you most associate with your
mobile strategy today?

13. The
image
part Pillar 1of EVOM
FOUNDATION

14. The image
part with
relationship ID
rId2 was not
found in the
1426 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Foundation - The Price of Entry
• Getting the key functionality right – achieving sleek simplicity and
a seamless experience in search, booking, flight management
• Delighting customers with user-centric design and leveraging OS
technology for speedy, seamless usage
• Should incorporate good use of UI and UX
• Avoid user frustration and meet passengers minimum expectations
TMCS:
Multi-platform
availability
Basic in-App
Messaging
Great Visual
Design
Trip History
Basic Itinerary
Services
Native App
Support
AIRLINES:
Basic Flight
Status
Search & Book
Flights
OS-Integrated
Boarding Passes
My Bookings
Social Share
Offline Views

15. The image
part with
relationship ID
rId2 was not
found in the
1526 October 2016 Copyright © Mobile Travel Technologies Limited
Foundation Work is Mandatory

16. The image
part with
relationship ID
rId2 was not
found in the
1626 October 2016 Copyright © Mobile Travel Technologies Limited
Users will abandon any service they cannot figure out or
that doesn’t perform to standard
88% of travellers with smartphones would switch to
another site or app if yours doesn’t satisfy their needs.

17. The image
part with
relationship ID
rId2 was not
found in the
1726 October 2016 Copyright © Mobile Travel Technologies Limited
TMCs - The itinerary is where it all comes together
V

18. The image
part with
relationship ID
rId2 was not
found in the
1826 October 2016 Copyright © Mobile Travel Technologies Limited
95% of BCD Travel’s TripSource® users return to the app month after month
The MTT Take: Beautifully designed itineraries that have a great user experience and well placed, easily consumed travel
inforamtion, will attract and keep users.

19. The image
part with
relationship ID
rId2 was not
found in the
1926 October 2016 Copyright © Mobile Travel Technologies Limited
The MTT Take: What was once innovation quickly becomes the
standard. This is the pace of change of today’s digital travel
landscape. Airlines and TMCs need to offer new innovative digital
travel services as technology changes to stay relevant and to stay
connected to the traveller.
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Success Breeds Expectation
ü High utility features will in time move to
foundation pillar
ü Email parsing: forward emails to
trips@xyzcompany.com
ü Flight Status Alerts

20. The image
part with
relationship ID
rId2 was not
found in the
2026 October 2016 Copyright © Mobile Travel Technologies Limited
Calendar Booking Flight Status
OS Integrated
Boarding Pass
Foundation Features For Airlines
The MTT Take: Today’s travellers demand a seamless digital experience. Travel brands are now defined by that digital
experience and a great mobile experience is central to a successful, wider digital travel strategy.

21. The
image
part
The MTT Take - Foundation
ü Customers expect great foundation features
ü Simplicity is often difficult to achieve but must be the aim
ü Ultra-connected travellers demand a seamless digital experience.
ü In the UK alone, travel companies lost £2.7 billion in 2014 due to a
poor mobile experience (Tnooz, August 2015)

22. The
image
part
Pillar 2 of EVOM
REVENUE

23. The image
part with
relationship ID
rId2 was not
found in the
2326 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM Revenue Focus for Airlines
Driving App ROI:
• Mobile presents many opportunities for increasing the value
of every customer interaction
• Self-service functionality
• Cross-sell and upsell
• Ancillaries incorporated
• Driving engagement with push messages
AIRLINES:
Rebooking & Self
Service
Push Messaging &
Retargeting
Upsell: Wi-Fi
Priority Boarding,
Seat Upgrades, Trip
Insurance
Book Flights With
‘Air’Ancillaries In-
Flow

24. The image
part with
relationship ID
rId2 was not
found in the
2426 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Revenue focus for TMCs
• Generate revenue streams through unique TMC value
• Improve your Hotel Attach rates and commissions
• Use smart user experience to drive loyalty to the travel program, policy
adherence, and repeat bookings
TMCs
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging

25. The
image
part
A TMC Example:
Corporate
Messaging
Timely contextual
messaging can make the
difference in supporting
travel programs and savings
to their bottom line

26. The
image
part
A TMC Example:
The Importance of
Reducing Friction:
Hotel Booking on
TripSource
ü Elegant
ü Deceptively simple
ü Painless payment

27. The
image
part
Revenue Focus
for Airlines
We’ve seen over 50%
increase in client mobile
revenue from targeted
push messaging.
Ancillary Upsell Mobile Push

28. The
image
part
25%
of corporate travel
bookings will be
made via mobile by
2017
By 2019 the
number of airlines
offering non-airline
services on their
app will jump from
45%-80%
SITA Airline IT Trends
2016
51%
Of US travellers
prefer to book on a
mobile device
Tnooz June 2016
Apps accounted for
57% of all mobile
travel bookings in
the first quarter of
2016.
Criteo Travel Frash
Report, May 2016
Mobile is accounting for more travel revenue YoY

29. The
image
partThe MTT Take - Revenue
• Mobile revenue is there to be taken – if you have great execution
• Contextual, in-flow ancillaries will drive revenue
• A great user experience will drive engagement and conversions
• Never underestimate the power of intelligent push messaging
• Success in the revenue EVOM “pillar” will allow for investment
elsewhere

30. The
image
part
ACQUISITION
&
ENGAGEMEN
T
Pillar 3 of EVOM

31. The image
part with
relationship ID
rId2 was not
found in the
3126 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Acquisition & Engagement
Acquiring & engaging your passenger:
• Consistently driving app downloads
• Engaging existing customers with features that encourages
repeat use
• Consistency across platforms
• Developing an app that “knows” it’s users
• Saved profiles and personalisation
TMCs:
Multi-airline
Check in
Flight Status
Alerts
Trip Customisation /
Email parsing
Social Sharing
Cross Platform
support
AIRLINES:
Integrated
Mobile Marketing
Personalisation of In-
App Experience
Saved Profiles,
Preferences
Last Searched Widget
Abandoned
Basket Pushes
Mobile-Only Deals

32. The image
part with
relationship ID
rId2 was not
found in the
3226 October 2016 Copyright © Mobile Travel Technologies Limited
Iris:go - Capita Travel &
Event’s App Promotion on
Website
The Importance of Marketing
Dedicated Website for
Tripsource® by
BCD Travel
Etihad Airways – Prominent
App Promotion on
Homepage

33. The image
part with
relationship ID
rId2 was not
found in the
3326 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM Smart Marketing
BCD Travel
‘Tripster’ email
to promote usage
of Tripsource app
to all business
travellers
easyJet
‘Mobile
Mondays’
promotion to drive
bookings and use
of Apple Pay

34. The image
part with
relationship ID
rId2 was not
found in the
3426 October 2016 Copyright © Mobile Travel Technologies Limited
Video is a Key Medium
Singapore Airlines App
Launch Promo Video:

35. The image
part with
relationship ID
rId2 was not
found in the
3526 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
‘Money Can’t Buy’ Promotion of Your App
MTT’s Apps have reach 96
number 1 travel app positions
in App Store & Google Play
774 App Store promotions in
the last two years

36. The
image
part
The MTT Take – Acquisition & Engagement
• App marketing is often an afterthought
• Consistent planning on acquisition and engagement is required
• Show your customers that you know them and they will reward
you
• This pillar is in the center because it supports all of the others –
don’t under-estimate its importance

37. The
image
part
Owning
the
Traveller
Pillar 4 of EVOM

38. The image
part with
relationship ID
rId2 was not
found in the
3826 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Owning the Traveller
End-to-End Travel Experience:
• Delivering a great experience across all digital touchpoints is key
to maintaining ownership of the traveller
• If you don’t own the traveller someone else will
• A door-to-door travel companion
• Added-value content
• Ground ancillaries included
AIRLINES:
Day of Travel
Experience
Auto-Bag Tracking
On-Board
Experience
Full Itinerary
Management
Native Ground &
Hotel Transport
Options
Destination Guides
/ Tour Booking

39. The
image
part
76%
of travellers would
use real-time mobile
baggage notifications
if available
SITA Passenger IT Trends
2016
Travellers
Crave
Mobile
Assistance
74%
Would use flight and
gate updates on their
mobile if available
SITA Passenger IT Trends
2016
65%
Would access
entertainment
services on-board via
their own devices
SITA Passenger IT Trends
2016
Day of Travel Support is in Demand

40. The image
part with
relationship ID
rId2 was not
found in the
4026 October 2016 Copyright © Mobile Travel Technologies Limited
M- AAirlines TT in
Screen Shot
2016-07-28 at
14.36.07
Day of Travel
Notifications
Remove Travel Pain Points
Owning the Traveller

41. The image
part with
relationship ID
rId2 was not
found in the
4126 October 2016 Copyright © Mobile Travel Technologies Limited
M- AAirlines TT in
Screen Shot
2016-07-28 at
14.36.07
Singapore Airlines
Destination Guides
Engaging the customer at every
stage of their journey from planning
and booking to destination
Owning the Traveller

42. The image
part with
relationship ID
rId2 was not
found in the
4226 October 2016 Copyright © Mobile Travel Technologies Limited
Screen Shot
2016-07-28 at
14.36.07
Google Owning the Traveller

43. The image
part with
relationship ID
rId2 was not
found in the
4326 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
TMCs Owning the Traveller
Agents are a TMC’s Greatest Asset:
• Eliminate redundant tasks where possible
• Leverage agent experience; consulting expertise
• Improve customer service while also reducing costs
TMCs:
BOTs/Virtual
Travel Agents
Traveller Profile
Integration
Agent view of
traveller
customisation
Mobile Chat
with Dedicated
Agent
Out of programme
alerts / missing
segments
Click to call /
email / text

44. The
image
part
Extend agent
activities to the
device!
Travellers demand
continual innovation to
make their service
needs easier and more
efficient for them.
The MTT Take: A TMC’s digital strategy should amplify and extend agent expertise into ‘mobile moments’ that make the
business travel experience smoother

45. The image
part with
relationship ID
rId2 was not
found in the
4526 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Bots are changing the Game: Beyond Apps
ü Easily repeatable actions can be
performed by a virtual agent
ü Better profiles and rich content keeps
the experience alive
ü Any complex discussion is sent to a live
agent to consult, yet in a seamless way
to the user
The MTT Take: Bots are the next step to creating a 5 star service experience while decreasing your costs.

46. The
image
part
The MTT Take – Owning the Traveller
• Everyone wants to own your passenger
• You must understand the passenger journey and create
opportunities to add value throughout
• Give your passengers a reason not to delete your app
• Succeed here and revenue will follow fast

47. The
image
partPillar 5 of EVOM
Mobile
First

48. The image
part with
relationship ID
rId2 was not
found in the
4826 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Mobile First
Mobile in it’s purest form
• Mobile first is a mindset and business strategy
• Maximum use of device potential
• Innovation-led
• Always thinking “what’s next”
• Using mobile to delight customers
• Becoming a one-stop-shop for all traveller needs
AIRLINES:
Touch ID
/ 3D Touch
Apple Pay
/ Google Pay
/ VCNs
IROPs Handling
Streaming IFE
On Tablet /
Download To
Device
Personalised
Ancillary Offers
Based On
Booking History
3rd Party
Integrations
TMCs:
Apple Pay /
Google Pay /
VCNs
Predictive
Instruction
(road
conditions,
TSA wait
time)
Passbook
Integration
Flight Radar
Extended,
relevant
content and
services

49. The image
part with
relationship ID
rId2 was not
found in the
4926 October 2016 Copyright © Mobile Travel Technologies Limited
Screen Shot
2016-07-28 at
14.36.07
IFE Companion App
Singapore Airlines
Apple Pay
easyJet
Apple Watch
Singapore Airlines & easyJet
Mobile First

50. The
image
part
Leverage Advancements to
Handsets and Operating
Systems
ü Itinerary apps have to catch
up to the market in this area.
ü If they do, they can
differentiate to a market
lead.
Fingerprint ID Google Now Siri link to app

51. The image
part with
relationship ID
rId2 was not
found in the
5126 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersM
Screen Shot
2016-07-28 at
14.36.07
Revenue
VIP red button
service
Hotel Booking
Air Booking
Limited Hotel or
Air booking
Traveller Check-
in / Safety
Notifications
Client Business
Rule driven push
messaging
Frictionless Payment
• Traditional traveller profiles must be made available
• Innovative integration must happen in this area
• Make it easy for travellers
• Next step: virtual cards

52. The
image
part
You can do things on mobile that you
cannot on other channels

53. The
image
part
The MTT Take – Mobile First
• It’s not easy to create a mobile-first mindset
• Other pillars may require more attention
• However, if you are serious it should be the ultimate goal
• Create a mobile innovation or “labs” team
• Set yourself a ’mobile first’ deadline

54. The
image
part An EVOM Focused Mentality
• Innovation as a KPI
• Always thinking “mobile first” & pushing boundaries
• Ongoing competitive analysis and benchmarking
• Customer experience at the heart of the process
• Board level support

55. The
image
part
The Evolution Of Mobile
Mapping performance versus competitors
FOUNDATION REVENUE ACQUISITION &
ENGAGEMENT
OWNING THE
TRAVELLER
MOBILE FIRST

56. Poll no. 4
Which 2 or 3 pillars represent your mobile
strategy in the next 6 months?

57. The
image
part MTT
A Provider of
Sophisticated,
Award-Winning
Apps and
Innovative Mobile
Services for
Airlines, TMCs
and Travel
Companies
worldwide.

58. The
image
part
Thank You
Q & A

59. Q & A

60. Thank you!
Send your questions and comments to gene@tnooz.com
Replay and presentation will be available on www.tnooz.com

61. The evolution of mobile travel
Where to invest next?
Webinar
October 27, 2016