Post on 23-Aug-2014
description
In-flight Engagement - Connecting with Travellers Through Apps
Oliver Clark, Director of Sales, EMEA
Provider of integrated app marketing products that deliver cohesive mobile app
marketing to optimize user acquisition.
About Fiksu
800 CLIENTS
2300 APPS
300%
YEAR OVER YEAR GROWTH
230 EMPLOYEES
3 CONTINENTS
Media Buying – Tracking - Optimisation
Boston London Singapore San Francisco Helsinki Seoul Tokyo
Client Examples
The Mobile Opportunity
$100 Billion Dollar Mobile App Economy
Smartphone owners
check their devices
150x / day
75% of adults pick up
their smartphone within
15 minutes of waking up
$92 billion
in revenue will
be generated
by mobile apps
in 2018
Apple and
Google Play app
store downloads
topped102 billion
in 2013
Mobile: over 50%
of transactions
on Amazon, Gilt,
Groupon, and
more; 75% of
Facebook and
Twitter usage
2B smartphones expected to ship
in 2014 – vs. 300M PCs
2013 mobile app
revenue
Fiksu estimate:
$38 B
Gartner – Dec 2013 ABI Research, March 2013 Various GARTNER – Sept 2013 ABI Research, March 2013
Mobile Time Is Spent in Apps
Source: Nielsen
13%
87%
Mobile
Web
APP
E-commerce Is Mobile
50%
Social Is Mobile
75%
Bookings Will Move to Mobile…
More than one-quarter of US travellers said they turned to their phones for destination selection and shopping.
… Despite User Frustrations
“Airlines in particular were the most clueless of travel providers when it came to easy smartphone
integration with websites and applications.”
-- June 2013 polling by Google and Ipsos MediaCT
“More than half (53%) do not trust apps… Respondents (16%) also say that, aside from the big
brands, they don’t know who is behind the apps”
-- January 2014 poll by Sunshine (UK travel agency)
Connecting With Your Most Valuable Travellers
Yes 71%
No 23%
Not Sure 6%
Yes No Not Sure
Affluent travellers: Have you downloaded an app for your travel loyalty or rewards programs?
Travel Industry Has Been Disrupted Before…
… And Could Be Disrupted Again
Are You Keeping Up?
“This year, we have increased our mobile marketing and are spending a good amount on driving mobile downloads for our app, which is something that at this time last year
we really weren’t doing. We believe that there’s good long-term value in doing it and are spending more on mobile downloads and mobile marketing than we have before.”
-- Jon Guljord, senior director of marketing operations, Expedia
Case Study: HotelTonight
• Big name competition: Expedia, Kayak, Travelocity, Priceline
• Partnered with Fiksu to drive downloads quickly • Cost per install (CPI) quickly dropped to $0.30,
eventually $0.20 • Cost per registration stayed below $2 • Hit #1 on Travel Charts; stayed top 25 for most of
two years
Case Study: HotelTonight
Fiksu is “a true partner in achieving our business growth” and “our ace in the hole.”
-- Sam Shank, CEO, HotelTonight
Getting To Your Destination
App Store Success Is Within Your Reach
0
1000
2000
3000
4000
5000
6000
7000
US UK Germany France
Estimated downloads / day to reach top 25 in Travel (iOS)
Average CPI for 2014:
$1.20 - $1.29
An Environment of Constant Change
Programmatic Marketing Illustrated
Before $0.95 After $0.74
Final Thought
“If airlines continue to lag consumer demand in updating technology, they’ll miss the
chance to connect directly with travellers, hindering opportunities for significant
incremental revenue growth.” -- eMarketer
Want to talk?
oclark@fiksu.com
www.fiksu.com
@fiksu
Thank You!
Learn more:
www.fiksu.com/ebooks