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Travel and Social Media
     The Lonely Planet Story
Travel and Social Media. The Lonely Planet Story
About Lonely Planet.
Founders
Tony & Maureen


•   Tony and Maureen meet in London
    and travel overland through Asia.


• Published first book in 1973 –
  Across Asia on the Cheap


• The Wheeler’s built their company
  on the commitment to provide
  travellers with the most useful and
  relevant travel information in a
  convenient format.
35 years later


  93 million guidebooks sold

  500 titles

  Translated across 8 languages


  6m unique visitors per month



  6 foreign language websites


  10+ television series screening in
  over 150 countries
2009 & beyond


 In October 2007, BBC
 Worldwide acquired a 75% stake
 in Lonely Planet.


 Lonely Planet aims to significantly
 increase its reach and recognise
 its mission in delivering content
 across different platforms relevant
 to today’s travellers.
Travel and Social Media. The Lonely Planet Story
Our brand.
Our Characteristics
Unique
Unexpected and sometimes brave or surprising.

Inspiring
Sense of place and experience, creates a curiosity,
visualising the dream.

Irreverent/Spirited
Quirky or unexpected interpretation, cheeky
or humorous angle, loads of personality.

Opinionated
Show it like it is, sometimes challenging.

Respectful
An awareness and sensitivity to cultures,
people and the environment.

Authoritative
Knowledgable, not staged, real.
Demographics.
Source: Comscore



                   Source: Comscore

Source: Omniture
Our Audience


Education                                                                     Household Income USA/USD
Highly educated - with over 70% with a degree of professional qualification
(Source: Forrester Research 2008 and Lonely Planet Travellers Pulse 2008)



Well Travelled
60% of LP.com users have been to more than 10 countries
(Source: Lonely Planet Travellers Pulse 2008)


Technically Savvy
 - 95% of LonelyPlanet.com visitors use the website everyday
 - lonelyplanet.com visitors are more likely to create and publish content
 - 22% more likely to interact with social networking sites
(Source: Forrester Research 2008)


Household Income UK
£53.4K which is substantially above average internet user (£45,866)
(Source: Forrester Research 2008)                                                Source: Comscore
The History of Travel Social Communities


  1300          1850        1955          1970         1990        2000




                             Post     The Hippie
            The Grand                                  TV        Technology
                            WWII        Trail/
              Tour/                                  Society/    Community/
 Religious                Exposure/    Lonely
                                                                 TripAdvisor
Expeditions Baedekers     Frommers      Planet     Rick Steves



Hoof and Foot
                  Ships & Trains
                                          Jet Travel                Enviro
                                                                   Concern
Lonely Planet - travel social
networking for over 35 years…
San Francisco
  Chronicle
“The bombs in
           Mombasa and
 Time      Bali threaten
           the best
12/10/02   example of
           global
           community.”
Work done for BBCW by the Henley Centre has identified 8 global trends
Consumer Trends Most Applicable to the Travel Segment



 Stop-Go Lives: People are taking shorter breaks more often, in the US 7%
 more workers took partial weeks off in 2006 than 2005




Experiential Society: People have less time and are seeking value and
experiences out of the ordinary.




Community Connections: An April 2007 Nielsen study found User
Generated Content was the most trusted form of advertising, with 78% of
consumers said they trust recommendations from other consumers
The Travel Cycle: What Travelers Use
                                                   •Podcasts
  •Podcasts and Videos                             •Television
  •Thorn Tree                                      •Newsletters
  •Groups                                          •AV
  •Rate and Review                                 •Travel Feature Stories
  •Talk to Us




•Maps
•Mobile Devices                                         •Thorntree
•Guidebooks                                             •Worldguide
•Phrasebooks                                            •Maps
•Blogs                                                  •Trip Planner
                                                        •Pick & Mix
                                                        •Guidebooks
                         •Hotels & Hostels
                         •Shop (print & digital)
                         •Traveler Services
Today’s Social Communities
• Creators (Authors):     Publish own blog, publish own web pages, upload
   music/audio you created, write articles or stories and post them

• Critics (Back of the Book/Talk 2 Us):  Post ratings/review of product or
   services, comment on someone else’s blog, contribute to online forums

• Collectors (Bluelist):     Use RSS fields, vote for web sites, add tags

• Joiners (Thorntree): Maintain profile on social networking site, visit
   social networking sites

• Spectators (YouTube; LPTV): Read blogs, listen to podcasts, watch
   videos, read online forums, read customer ratings

• Inactives (non-travelers/passport initiatives):     None of the above



                                      Source:Yahoo/Forrester/Compete, Inc. Workshop
Today’s Competitive Landscape
                                                                                                     Travel content
                                                                                                           and
 Sites I use to share travel                                                                            commerce
 stories and recommendations                                                                         sites are lower
                                                                                                       ranked and
 and connect with other                                                                                 are losing
 travelers (community)       WAYN                                                                        rank, but
                                                                      Boots n All                     communities
                                                       Travelpod                                       are gaining


                                                           Trip Up
                          Socialight*
                               *
                          Wikitravel                                     Hostel World
                                           Virtual Tourist
                                        Yelp**
               Flickr
                                                                  TripAdvisor

                            Real Travel                      Lonely Planet
                          Trip Connect
                                                                     Yahoo Travel
                        Borders                      STA
                                                      Fodors                                     Kayak                  Sites I use to
                 Gridskipper
Sites I                                                                              Travelocity*                      browse, book and
use to                                                                                   *                             buy travel or related
                              Roughguide
access             Wikipedia                                          NY Times                                         products online
                                     DK
                                                                          Travel                                       (commerce)
travel                          Frommers
information                                                     Guardian Travel                  Expedia
and/or review           World66
opinions of others
(content)                                                                                                                  Ranked         Ranked       Ranked
                                                                                                                            <100         100-4000       >4000
                                                                                Alexa global average ranking, Nov 07: The rank of a site is the geometric mean of the
                                                                                number of Alexa toolbar users who visit that site and the number of pages on the site viewed
                                                                                by those users.
                                                                                * Ranking is for whole domain, not just travel
Little overlap between content and social networking sites

Content sites currently provide:                Community sites currently provide:
•  Guidebook content                          • User generated travel content only
•  Articles and information on travel             (WAYN, BootsnAll, Yelp), in which some
   destinations (Guardian Travel)                 destinations are weak on content
• Ability to customize travel guides (DK      • Ability to share photos, videos and
   Encounter)                                     stories with fellow travelers
• User generated content through blogs        • Facebook’s applications are generally
    Existing content sites provide limited socialcontent free
   (Frommers), podcasts and review and             or community tools, while social
 networkingguidebook form provide differentiated, quality, reliable content, but this is
   rate, or in players don’t (Wikitravel)
• Limited community opportunities
                               already beginning to change

    Key players are expanding their offerings . .
               Trip Advisor has user generated content, social networking
               functionality, as well as links to quality content providers for
               guidebook information. Travelpod and Facebook.

               Hostelworld upgraded their site to provide additional community
               functionality
Strategic Options
                        The Decision Framework
                        • Short term savings
    Do Nothing:
                        • Large opportunity cost (entry into new markets)
   “Wait and See”       • Delay will mean a loss of competitive advantage



                        • Approach is to self funding through business
                          partners
 Measured approach      • Small incremental spending
“Engage with market”    • Seizes opportunity to edge ahead of competitors
                        • Provides option to accelerate when basics are in
                          place, or reduce spending if revenue is not realized




                        • Investment in Fundamentals
 Heavy commitment       • May require acquisition to ramp up
 “Grow the market”      • Requires larger scale investment to win a
                          position
Where Did We Come From?
   11 years of Thorn Tree
11 years of Thorn Tree
    Split into categories, which cover destination-specific and specialist-
    interest branches with over 100,000 active threads.

                                                         Deep and rich travel
                                                                   Q&A
Travelers can form strong bonds on the road that become life-long friendships. In a
similar way, the Thorn Tree has brought together travelers both on and off the road
from around the globe. It’s this unique blend of community, which mixes hard travel
                                                          Can I get my visa
information with more informal discussion, that has seen the Thorn Tree become one
                                                          upon arrival to
of the most popular and authoritative travel forums on theEthiopia? Or do I need
                                                          web.
The Tree is split into categories which cover destination-specific it in specialist-
                                                           to get and advance?
interest branches with over 100,000 active threads.
                                                            Do I need malaria
                                                            medication for my trip
                                                            to Vietnam?
                                                            Cycling in Cuba next 2
                                                            weeks, anyone else
                                                            there?
Where Did We Come From?
                Talk2Us Feedback Center

    A dedicated
Travelers can 5
    team of form strong bondsbrought road that travelers life-long and off the road
                                   on the          become            friendships. In a
similar way, the Thorn Tree has           together          both on
    people, who
from around the globe. It’s this unique blend of community, which mixes hard travel
information with more informal discussion, that has seen the Thorn Tree become one
    spend their
of the most popular and authoritative travel forums on the web.
    time reading,
The Tree is split into categories which cover destination-specific and specialist-
    processing and
interest branches with over 100,000 active threads.
    replying to
    traveler
    feedback
Feedback: A virtuous circle
         New
      Guidebook
       Published
Feedback: A virtuous circle
         New
                   Travellers
      Guidebook
                   Feedback
       Published
Feedback: A virtuous circle
         New
                   Travellers
      Guidebook
                   Feedback
       Published




                          Talk2Us
                          Process
                          & Reply
Feedback: A virtuous circle
         New
                         Travellers
      Guidebook
                         Feedback
       Published




                                Talk2Us
                                Process
                                & Reply


                Editors
                Brief for
               New Edition
Feedback: A virtuous circle
           New
                           Travellers
        Guidebook
                           Feedback
         Published




    Authors
                                  Talk2Us
    Research
                                  Process
      Add &
                                  & Reply
     Correct


                  Editors
                  Brief for
                 New Edition
Feedback Results
In 2007
• 13,500 travelers sent in feedback
• Their emails turned into 30,000+ useful
  items of information           New                 Travellers
                              Guidebook              Feedback
                               Published




                         Authors
                                                           Talk2Us
                         Research
                                                           Process
                           Add &
                                                           & Reply
                          Correct


                                        Editors
                                        Brief for
                                       New Edition
Lonely Planet,
a part of social online communities…
Lonely Planet Channel on YouTube
                                • Launched on April 10, 2008

                                • Features a selection of the
                                best travel videos from Lonely
                                Planet’s own online video-
                                sharing website,
                                LonelyPlanet.tv and exclusive
                                content such as previews and
                                behind-the-scenes footage from
                                upcoming Lonely Planet
                                Television shows

                                •Current subscribers: 1,754

                                •Current channel Views: 22,557
 www.youtube.com/lonelyplanet
                                •Some LP videos have had
                                500,000+ views
Lonely Planet group on Facebook
                     • 5,000 members

                     • A space where users can
                     engage with LP, connect
                     with friends they’ve met
                     while travelling and to
                     share travel stories

                     • Lonely Planet is also
                     working on a variety of
                     wireless applications for
                     Facebook users to add on
                     their profiles
Lonely Planet photo groups on Flickr

                        • 35,000 + images

                        •4,100 + members in
                        Lonely Planet Photo
                        Challenge group

                        •2,800+ members in
                        photo book group

                        • These groups are
                        designed to provide an
                        avenue for travelers to
                        showcase their
                        snapshots from their
                        journeys
Where We are Going Online?
                                       Lonely Planet.com



                                                 VISION
                                      To inspire and enable
                                             travelers
                                            to connect
                                     with the world and each
                                       other . . . every day
                                          CHARACTERISTICS

                    • The whole travel cycle on       • Big, profitable, diverse
                      multiple platforms                revenue streams

              • For LP travelers – curious, self-         • A rich-media storytelling
                selecting, self-packaging explorers         experience

        • Topical, accurate, trusted, relevant, and       • Interacting “where you like it”
          we have a distinct Lonely Planet voice
     • Self-organized with the travel community            • Beautiful DNA, and employee/
       at the center                                         stakeholder pride

• Localization of products for key territories                • Global production company
Inspiring and enabling
                            travellers to connect with the world
                                        and each other

                                                                       TV
                                                                                                 ….every day
                                                                            Magazine
                                            Digital
                                                                                      Digital
                                 Wireless
                                                      I‘m back                             Wireless
                                                                            I dream



                                                             Travel                              Print
                         Print                                Life
                                     I‘m there               Cycle
                                                                                                Digital
                        Wireless                                                 I plan


                                                          I buy
                           Digital                                                        Wireless
                                                         & book




                                                             Digital




Whilst maintaining leadership in travel publishing, Lonely Planet will further build out its
 multiple media offering to increase its frequency of engagement and connect with its
                                 consumers ‘everyday’.
More content




  From our guidebooks, repurposed   From our authors          By aggregating the best   From like minded
             for online                on the road             content from the web        travellers




Richer experience




                                                       And more tools to discover, create & share
The result is a powerful ‘triple play’ not available anywhere else.

People will come to the site for:

    •    the single largest source of authored travel content on the web
    •    combined with the insight of the Lonely Planet traveller
    •    and the best of the web.



They will return to get up-to-date information, follow travellers
through group and community tools, and to take content and share it.
Where are we going?
                      Mobile Media
       Global connectivity trends are important
• Increasing uptake of broadband internet in Asian markets

• Interactive TV is growing rapidly, the online market grew 179% in
  the 12 months to June 2007 with 8 million users of IPTV services
  worldwide

• The market for mobile internet services remains largely untapped,
  according to the Yankee Group which claim that operators and
  service providers could be raking in as much as $66bn per year,
  instead of the $9.5bn they are taking at present

• The number of mobile navigation device (GPS) units shipped
  reached 7.4 million worldwide in the second quarter of 2007, an
  increase of 116% over the same quarter last year
Where are we going?
                   Mobile Actions
• Licensing our content to location based service
  platforms
• Providing a compelling Mobile site
   – Driving traffic to the M-site through operator deals,
     owned sites and affiliates
   – Selling advertising, offering sponsorship opportunities
     and driving transactions to partners
• Selling downloadable applications and video
  through retail channels
The Lonely Planet Mobile Solution
In conclusion
1/ New technologies are going faster: Web
  2.0, Evolution and opportunities in e-
  tourism
2/ How do you use social media to reach
  people?
3/ The future of e-tourism

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Travel and Social Media. The Lonely Planet Story

  • 1. Travel and Social Media The Lonely Planet Story
  • 4. Founders Tony & Maureen • Tony and Maureen meet in London and travel overland through Asia. • Published first book in 1973 – Across Asia on the Cheap • The Wheeler’s built their company on the commitment to provide travellers with the most useful and relevant travel information in a convenient format.
  • 5. 35 years later 93 million guidebooks sold 500 titles Translated across 8 languages 6m unique visitors per month 6 foreign language websites 10+ television series screening in over 150 countries
  • 6. 2009 & beyond In October 2007, BBC Worldwide acquired a 75% stake in Lonely Planet. Lonely Planet aims to significantly increase its reach and recognise its mission in delivering content across different platforms relevant to today’s travellers.
  • 9. Our Characteristics Unique Unexpected and sometimes brave or surprising. Inspiring Sense of place and experience, creates a curiosity, visualising the dream. Irreverent/Spirited Quirky or unexpected interpretation, cheeky or humorous angle, loads of personality. Opinionated Show it like it is, sometimes challenging. Respectful An awareness and sensitivity to cultures, people and the environment. Authoritative Knowledgable, not staged, real.
  • 11. Source: Comscore Source: Comscore Source: Omniture
  • 12. Our Audience Education Household Income USA/USD Highly educated - with over 70% with a degree of professional qualification (Source: Forrester Research 2008 and Lonely Planet Travellers Pulse 2008) Well Travelled 60% of LP.com users have been to more than 10 countries (Source: Lonely Planet Travellers Pulse 2008) Technically Savvy - 95% of LonelyPlanet.com visitors use the website everyday - lonelyplanet.com visitors are more likely to create and publish content - 22% more likely to interact with social networking sites (Source: Forrester Research 2008) Household Income UK £53.4K which is substantially above average internet user (£45,866) (Source: Forrester Research 2008) Source: Comscore
  • 13. The History of Travel Social Communities 1300 1850 1955 1970 1990 2000 Post The Hippie The Grand TV Technology WWII Trail/ Tour/ Society/ Community/ Religious Exposure/ Lonely TripAdvisor Expeditions Baedekers Frommers Planet Rick Steves Hoof and Foot Ships & Trains Jet Travel Enviro Concern
  • 14. Lonely Planet - travel social networking for over 35 years…
  • 15. San Francisco Chronicle
  • 16. “The bombs in Mombasa and Time Bali threaten the best 12/10/02 example of global community.”
  • 18. Consumer Trends Most Applicable to the Travel Segment Stop-Go Lives: People are taking shorter breaks more often, in the US 7% more workers took partial weeks off in 2006 than 2005 Experiential Society: People have less time and are seeking value and experiences out of the ordinary. Community Connections: An April 2007 Nielsen study found User Generated Content was the most trusted form of advertising, with 78% of consumers said they trust recommendations from other consumers
  • 19. The Travel Cycle: What Travelers Use •Podcasts •Podcasts and Videos •Television •Thorn Tree •Newsletters •Groups •AV •Rate and Review •Travel Feature Stories •Talk to Us •Maps •Mobile Devices •Thorntree •Guidebooks •Worldguide •Phrasebooks •Maps •Blogs •Trip Planner •Pick & Mix •Guidebooks •Hotels & Hostels •Shop (print & digital) •Traveler Services
  • 20. Today’s Social Communities • Creators (Authors): Publish own blog, publish own web pages, upload music/audio you created, write articles or stories and post them • Critics (Back of the Book/Talk 2 Us): Post ratings/review of product or services, comment on someone else’s blog, contribute to online forums • Collectors (Bluelist): Use RSS fields, vote for web sites, add tags • Joiners (Thorntree): Maintain profile on social networking site, visit social networking sites • Spectators (YouTube; LPTV): Read blogs, listen to podcasts, watch videos, read online forums, read customer ratings • Inactives (non-travelers/passport initiatives): None of the above Source:Yahoo/Forrester/Compete, Inc. Workshop
  • 21. Today’s Competitive Landscape Travel content and Sites I use to share travel commerce stories and recommendations sites are lower ranked and and connect with other are losing travelers (community) WAYN rank, but Boots n All communities Travelpod are gaining Trip Up Socialight* * Wikitravel Hostel World Virtual Tourist Yelp** Flickr TripAdvisor Real Travel Lonely Planet Trip Connect Yahoo Travel Borders STA Fodors Kayak Sites I use to Gridskipper Sites I Travelocity* browse, book and use to * buy travel or related Roughguide access Wikipedia NY Times products online DK Travel (commerce) travel Frommers information Guardian Travel Expedia and/or review World66 opinions of others (content) Ranked Ranked Ranked <100 100-4000 >4000 Alexa global average ranking, Nov 07: The rank of a site is the geometric mean of the number of Alexa toolbar users who visit that site and the number of pages on the site viewed by those users. * Ranking is for whole domain, not just travel
  • 22. Little overlap between content and social networking sites Content sites currently provide: Community sites currently provide: • Guidebook content • User generated travel content only • Articles and information on travel (WAYN, BootsnAll, Yelp), in which some destinations (Guardian Travel) destinations are weak on content • Ability to customize travel guides (DK • Ability to share photos, videos and Encounter) stories with fellow travelers • User generated content through blogs • Facebook’s applications are generally Existing content sites provide limited socialcontent free (Frommers), podcasts and review and or community tools, while social networkingguidebook form provide differentiated, quality, reliable content, but this is rate, or in players don’t (Wikitravel) • Limited community opportunities already beginning to change Key players are expanding their offerings . . Trip Advisor has user generated content, social networking functionality, as well as links to quality content providers for guidebook information. Travelpod and Facebook. Hostelworld upgraded their site to provide additional community functionality
  • 23. Strategic Options The Decision Framework • Short term savings Do Nothing: • Large opportunity cost (entry into new markets) “Wait and See” • Delay will mean a loss of competitive advantage • Approach is to self funding through business partners Measured approach • Small incremental spending “Engage with market” • Seizes opportunity to edge ahead of competitors • Provides option to accelerate when basics are in place, or reduce spending if revenue is not realized • Investment in Fundamentals Heavy commitment • May require acquisition to ramp up “Grow the market” • Requires larger scale investment to win a position
  • 24. Where Did We Come From? 11 years of Thorn Tree
  • 25. 11 years of Thorn Tree Split into categories, which cover destination-specific and specialist- interest branches with over 100,000 active threads. Deep and rich travel Q&A Travelers can form strong bonds on the road that become life-long friendships. In a similar way, the Thorn Tree has brought together travelers both on and off the road from around the globe. It’s this unique blend of community, which mixes hard travel Can I get my visa information with more informal discussion, that has seen the Thorn Tree become one upon arrival to of the most popular and authoritative travel forums on theEthiopia? Or do I need web. The Tree is split into categories which cover destination-specific it in specialist- to get and advance? interest branches with over 100,000 active threads. Do I need malaria medication for my trip to Vietnam? Cycling in Cuba next 2 weeks, anyone else there?
  • 26. Where Did We Come From? Talk2Us Feedback Center A dedicated Travelers can 5 team of form strong bondsbrought road that travelers life-long and off the road on the become friendships. In a similar way, the Thorn Tree has together both on people, who from around the globe. It’s this unique blend of community, which mixes hard travel information with more informal discussion, that has seen the Thorn Tree become one spend their of the most popular and authoritative travel forums on the web. time reading, The Tree is split into categories which cover destination-specific and specialist- processing and interest branches with over 100,000 active threads. replying to traveler feedback
  • 27. Feedback: A virtuous circle New Guidebook Published
  • 28. Feedback: A virtuous circle New Travellers Guidebook Feedback Published
  • 29. Feedback: A virtuous circle New Travellers Guidebook Feedback Published Talk2Us Process & Reply
  • 30. Feedback: A virtuous circle New Travellers Guidebook Feedback Published Talk2Us Process & Reply Editors Brief for New Edition
  • 31. Feedback: A virtuous circle New Travellers Guidebook Feedback Published Authors Talk2Us Research Process Add & & Reply Correct Editors Brief for New Edition
  • 32. Feedback Results In 2007 • 13,500 travelers sent in feedback • Their emails turned into 30,000+ useful items of information New Travellers Guidebook Feedback Published Authors Talk2Us Research Process Add & & Reply Correct Editors Brief for New Edition
  • 33. Lonely Planet, a part of social online communities…
  • 34. Lonely Planet Channel on YouTube • Launched on April 10, 2008 • Features a selection of the best travel videos from Lonely Planet’s own online video- sharing website, LonelyPlanet.tv and exclusive content such as previews and behind-the-scenes footage from upcoming Lonely Planet Television shows •Current subscribers: 1,754 •Current channel Views: 22,557 www.youtube.com/lonelyplanet •Some LP videos have had 500,000+ views
  • 35. Lonely Planet group on Facebook • 5,000 members • A space where users can engage with LP, connect with friends they’ve met while travelling and to share travel stories • Lonely Planet is also working on a variety of wireless applications for Facebook users to add on their profiles
  • 36. Lonely Planet photo groups on Flickr • 35,000 + images •4,100 + members in Lonely Planet Photo Challenge group •2,800+ members in photo book group • These groups are designed to provide an avenue for travelers to showcase their snapshots from their journeys
  • 37. Where We are Going Online? Lonely Planet.com VISION To inspire and enable travelers to connect with the world and each other . . . every day CHARACTERISTICS • The whole travel cycle on • Big, profitable, diverse multiple platforms revenue streams • For LP travelers – curious, self- • A rich-media storytelling selecting, self-packaging explorers experience • Topical, accurate, trusted, relevant, and • Interacting “where you like it” we have a distinct Lonely Planet voice • Self-organized with the travel community • Beautiful DNA, and employee/ at the center stakeholder pride • Localization of products for key territories • Global production company
  • 38. Inspiring and enabling travellers to connect with the world and each other TV ….every day Magazine Digital Digital Wireless I‘m back Wireless I dream Travel Print Print Life I‘m there Cycle Digital Wireless I plan I buy Digital Wireless & book Digital Whilst maintaining leadership in travel publishing, Lonely Planet will further build out its multiple media offering to increase its frequency of engagement and connect with its consumers ‘everyday’.
  • 39. More content From our guidebooks, repurposed From our authors By aggregating the best From like minded for online on the road content from the web travellers Richer experience And more tools to discover, create & share
  • 40. The result is a powerful ‘triple play’ not available anywhere else. People will come to the site for: • the single largest source of authored travel content on the web • combined with the insight of the Lonely Planet traveller • and the best of the web. They will return to get up-to-date information, follow travellers through group and community tools, and to take content and share it.
  • 41. Where are we going? Mobile Media Global connectivity trends are important • Increasing uptake of broadband internet in Asian markets • Interactive TV is growing rapidly, the online market grew 179% in the 12 months to June 2007 with 8 million users of IPTV services worldwide • The market for mobile internet services remains largely untapped, according to the Yankee Group which claim that operators and service providers could be raking in as much as $66bn per year, instead of the $9.5bn they are taking at present • The number of mobile navigation device (GPS) units shipped reached 7.4 million worldwide in the second quarter of 2007, an increase of 116% over the same quarter last year
  • 42. Where are we going? Mobile Actions • Licensing our content to location based service platforms • Providing a compelling Mobile site – Driving traffic to the M-site through operator deals, owned sites and affiliates – Selling advertising, offering sponsorship opportunities and driving transactions to partners • Selling downloadable applications and video through retail channels
  • 43. The Lonely Planet Mobile Solution
  • 44. In conclusion 1/ New technologies are going faster: Web 2.0, Evolution and opportunities in e- tourism 2/ How do you use social media to reach people? 3/ The future of e-tourism