A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16
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Transcript of A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16
A Day in the Life of the Mobile Traveler
Insight and best practices focused on making the most of the mobile opportunity
© 2011 Netbiscuits, Inc. Slide 2
Netbiscuits by the Numbers
How are Travelers Using Mobile?
Mobile is incremental to online…not substitutional
39% of Leisure travelers and 53% of Business travelers are accessing the mobile Web multiple times a week.
42% of this activity by Leisure and Business travelers is incremental to online activity.
That means if you’re only relying on the traditional web to communicate with consumers, you are missing out on nearly half of the potential travel market.
Mobile Hits The Mainstream, PhocusWright, 11/1/11
What is a Mobile Traveler?
Mobile Planners and Bookers
A mobile traveler is someone who has researched, reserved, purchased or modified a travel related activity.
71% of all Business Travelers are Mobile Planners/Bookers
68% of all Leisure Travelers are Mobile Planners/Bookers
These travelers are:
researching options
making new reservations
modifying existing reservations
Air, Hotel, Car and Local Activities Mobile Hits The Mainstream, PhocusWright, 11/1/11
A Day in the Life of the Mobile Traveler
How do mobile Business & Leisure travelers use their mobile devices?
A Day in the Life of the Mobile Traveler
Meet Sheila Execusmith – The Business Traveler
45-55 years old
Executive VP of a software company
Traveling 3 out of 4 weeks a month
Business class
Rents midsize or above
3-4 star hotels
3-4 star dining
Laptop, Android, iPad
71% of all Business Travelers are mobile like Sheila
A Day in the Life of the Mobile Traveler
How mobile is Sheila?
Sheila turns to her device to do what her assistant can’t
Last minute reservations
Directions
Travel upgrades
Loyalty Programs
Shopping
Entertainment
A Day in the Life of the Mobile Traveler
Research Options
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 10% 20% 30% 40% 50% 60%
Air-Related
Hotel-related
Car Rental related
Local-related
48%
47%
38%
59%
Percentage of Mobile Business Travel Planners
A Day in the Life of the Mobile Traveler
Make New Reservations
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 5% 10% 15% 20% 25% 30% 35%
Air-related
Hotel-related
Car Rental-related
Local-related
26%
33%
24%
22%
Percentage of Mobile Business Travel Planners
A Day in the Life of the Mobile Traveler
Modify Existing Reservations
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 5% 10% 15% 20%
Air-related
Hotel-related
Car Rental-related
Local-related
20%
19%
16%
7%
Percentage of Mobile Business Travel Planners
A Day in the Life of the Mobile Traveler
Meet The Travelton Family -- Leisure Travelers
Neil, Rita, Andrew and Megan Travelton Live in Charlotte, NC 2 family vacations a year They either fly or drive Book months in advance 2-3 star hotels Affordable family dining options Rent economy car when they fly iPhone & Android
68% of all Leisure travelers are mobile like the Traveltons
A Day in the Life of the Mobile Traveler
How do the Travelton’s use their mobile devices?
Directions/mapping Dining/activity recommendations Coupons/deals Social Media Media/Entertainment for kids iPhone and Android
A Day in the Life of the Mobile Traveler
Research Options
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 10% 20% 30% 40% 50% 60%
Air-related
Hotel-related
Car Rental-related
Local-related
44%
44%
31%
58%
Percentage of Mobile Travel Planners
A Day in the Life of the Mobile Traveler
Make New Reservations
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 5% 10% 15% 20% 25%
Air-related
Hotel-related
Car Rental-related
Local-related
17%
25%
16%
10%
Percentage of Mobile Travel Planners
A Day in the Life of the Mobile Traveler
Modify Existing Reservations
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 5% 10% 15% 20%
Air-related
Hotel-related
Car Rental-related
Local-related
12%
13%
16%
19%
Percentage of Mobile Travel Planners
What Now?
Are you Mobilized?
The data, along with our own experiences, show us that travelers of all types and income levels are actively using mobile web sites to research, purchase and recommend travel products, services and destinations. So now the question becomes, is your brand ready to engage consumers on the mobile web, no matter the device they are using?
Mobile Web vs. Mobile App
Follow the mobile consumer….
Are you Ready?
What is your Mobile Strategy…
“Increasingly, brands need to be investing in mobile as
a platform for servicing the traveler, providing a
convenient way for brands to curate the customer
experience and deliver exactly what the traveler
needs, at exactly the moment they need it.” Gary Leopold, President and CEO of ISM MediaPost 6/6/11
Definitions
Mobile Web vs. Mobile App
Mobile Website: Information created specifically for mobile devices is accessed by the user via a browser in an optimized experience.
Mobile App: Specialized piece of software that is downloaded to a mobile device where most of the information then resides on the phone. A mobile app gets limited updates from a server or to conduct transactions.
Mobile Device Ownership
Fragmentation By Operating System
Mobile Hits The Mainstream, PhocusWright, 11/1/11
18%
21%
12%
5%
7%
43%
Current Ownership – Leisure Travelers
Apple iOS
Google Android
Blackberry OS
Windows 7
Other
Feature phone
25%
24%
23%
5%
5%
27%
Current Ownership – Business Travelers
Apple iOS
Google Android
Blackberry OS
Windows 7
Other
Feature phone
Mobile Web vs. Mobile App
The Web is King Among Mobile Travelers…
Mobile Hits The Mainstream, PhocusWright, 11/1/11
30%
21% 34%
24%
Leisure Travelers That Only Use Mobile Websites
Business Travelers that
Only Use Mobile
Websites
Leisure Travelers that usually use Websites but
occasionally use apps
Business Travelers that usually use
Websites but Occasionally use
Apps
Leisure Travelers that Only Use Apps
Business Travelers that Only Use Apps
1%
A Day in the Life of the Mobile Traveler
Research Options – Mobile Website vs. Mobile App
Mobile Hits The Mainstream, PhocusWright, 11/1/11
0% 10% 20% 30% 40%
Local
Travel Destinations
Travel Products(Hotel/Flights)
39%
35%
31%
15%
13%
13%
9%
7%
6%
0% 10% 20% 30% 40%
Local
Travel Destinations
Travel Products(Hotel/Flights)
40%
32%
29%
13%
8%
8%
10%
6%
6%
Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers
Business Mobile Travelers Leisure Mobile Travelers
A Day in the Life of the Mobile Traveler
Purchasing/Booking– Mobile Website vs. Mobile App
Mobile Hits The Mainstream, PhocusWright, 11/1/11
Business Mobile Travelers Leisure Mobile Travelers
0% 10% 20% 30%
Local
Travel Products(Hotel/Flight)
Extra Services
24%
21%
16%
11%
10%
8%
4%
5%
3%
0% 10% 20%
Local
Travel Products(Hotel/Flight)
Extra Services
20%
17%
11%
7%
5%
5%
4%
3%
1%
Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers
A Day in the Life of the Mobile Traveler
Post Purchase Activities – Mobile Website vs. Mobile App
Mobile Hits The Mainstream, PhocusWright, 11/1/11
Business Mobile Travelers Leisure Mobile Travelers
0% 10% 20% 30% 40%
Make Changes toReservation
Reference Travel Info
Check-in for Flight
Use a Boarding Pass
Update Social Networks
21%
34%
31%
20%
24%
9%
14%
13%
12%
18%
3%
6%
4%
3%
8%
0% 10% 20% 30%
Make Changes toReservation
Reference Travel Info
Check-in for Flight
Use a Boarding Pass
Update Social Networks
15%
30%
22%
17%
24%
6%
9%
8%
6%
17%
2%
4%
3%
3%
9%
Apps – Costly & Niche Audience
26% of all apps are never used again after the first day
- Pinch Media, January 2011
An App-only strategy is flawed…
95% of apps are never used again after the first month
- Pinch Media, February 2010
Apps: An ongoing commitment to high overhead
“When discussing traffic numbers on a device basis, I think it’s important to note that we’ve actively diverted millions of users from our mobile website m.ebay.com to our iPhone, Android and BlackBerry apps. However, despite us proactively diverting traffic, mobile web revenue growth is increasing at the same pace as our mobile app business. Therefore, it is important to have a mobile strategy that includes both mobile sites and apps.”
Han-Shen Yuan Director Platform Business Solutions and Mobile Engineering for eBay Inc October 2010.
Why the Mobile Web?
Apps are great if you have an investment & execution strategy in place, but...
Bringing an app to market takes time and $
Extra costs for every update
Lengthy and sometimes painful App Store approval process
The mobile web is the best first step to determine if you need, can or should create an app
Shorter development & execution times
Test, refine, test
Get to know your audience by device, usage, iOS, etc.
Lower development & management costs
Use the mobile web to then bolster app distribution
You’ve captured and tested your audience
The stepping stone to apps
Options for Mobile Web Development
There are 3 ways to get there
11/17/2011 Slide 27
1. Let your web developers build it in-house because “it’s easy”
Options for Mobile Web Development
There are 3 ways to get there
11/17/2011 Slide 28 © 2011 Netbiscuits GmbH
2. Outsource it to a screen scraping mobile development vendor because “they won’t bother your IT team”
Options for Mobile Web Development
There are 3 ways to get there
3. Use a mobile platform that leverages your existing web infrastructure “because it’s future-proof and scalable ”
What are the first steps?
Mobile Web Strategies
What Fits Mobile and What Doesn’t?
Understand your customers’ wants, needs and usage
11/17/2011 © 2011 Netbiscuits GmbH Slide 31
What users do most? • Search/Find/Compare • Communicate/Socialize • Transact/Interact
What users can do in a few clicks? • Read: News, Sports, Weather • Buy/reserve/contribute • Listen, watch, talk, learn • Check accounts, prices • Vote, text, email
Don’t prioritize complex tasks like account set up
Mobile is an Integrated Solution
Mobile CMS, CRM and Commerce updates should occur in same systems as updates for traditional web.
In essence there is no Mobile…there is only web. News worthy events in the travel industry happen, weather related events are among the most common reasons a hospitality or travel related organization would have to communicate via the web.
Your mobile communication should be simultaneous with any traditional web communication. The update on mobile web via screen scraping services could be hours or days.
Commerce offers in the travel industry must be timely.
Mobile is Not a Channel
Create an Inventory
Common Elements of Mobile Web Sites
Inventory & Re-use your technical tools & resources
Desktop graphics & content
Product Feed Data
Reviews & Forums
Support & Feedback Forms
E-Commerce Platform
Social Strategy (Facebook, Twitter)
Analytics
SEO
Video & Rich Content
CDN Acceleration
A/B Multivariate Testing
CMS
Partnerships & Alliances
E-mail strategy
Do Some Research
Common Resources & Tactics
Nothing beats feet on the ground
Take your competitors’ mobile experience for a test drive
Talk to colleagues
Ask your kids
Use different devices!
Check out your analytics & find out what phones your customers are using
Create a questionnaire on your website
Think about how you can use mobile to amplify or augment desirable customer behavior
Product Ideation for Mobile Site Design
Consider Features & Use Cases
What tasks are important to your customers?
Contact info
Location/GPS
Customer Service & Feedback
Connect with other customers
Customer loyalty and rewards
Sign up for e-mail
Get product info
Compare prices
Purchase!
Think about Functionality
Consider Features & Use Cases
Design to solve the main problems or situations your customers may find themselves in.
Timeliness – if you’re running a promo on the desktop site or e-mail it should be mobile too
Situational – is your customer traveling or can you take advantage of their location?
Review your FAQ’s & most common tickets
Offer different ways to get it done:
Search & category browse
Think about what features, tasks or existing site elements translate to mobile and design your site around them
Design Considerations
Common Tactics for Mobile Usability
Keep important links & content above the fold
Obey the 3-5-7 rule
No more than 3 clicks to any piece of data, no more than 5 items on a page, no more than 7 seconds to display the content.
Do NOT duplicate your desktop site
Remove content that is not mobile friendly or that doesn’t translate to mobile
PDF Files?
Re-use graphics and content when possible
Images with small text overlays in them won’t look great on mobile phones
Devise an Implementation Strategy
Build or Buy?
Build – Web Smarts can translate
JQuery for Mobile
Sencha Touch
Open-source CMS systems
Blog platforms
Platform providers like Netbiscuits
Buy
Full Service Agencies
Custom CMS Solutions
Full Service Platform providers
• Get some experience now
• Release early & often!
High Level Thoughts
Mobile is a Powerful Channel
Mobile web is a powerful channel that you should use to augment the other channels you use
Respect mobile web, because you will have customers that only have mobile phones & no PC internet
Almost anything you can do on the desktop can be done on the mobile web, but before you do it consider the implications
Best Practices
Mobile Web Tactics
Landing Pages for Marketing
Mobile Ad Banners direct to Mobile Landing Pages
Landing Pages for Marketing
Mobile Ad Banners direct to Social Media
Landing Pages for Marketing
QR Codes
A QR Code allows a camera on a mobile device to scan and connect directly to the mobile internet. This QR Code becomes the real world hyperlink and the mobile phone becomes the mouse. QR Codes can be linked to photos, a mobile website, or a showcasing video. They can be found in print ads, billboards, and other promotional materials.
Tags & Codes – In Magazine
Drive customer engagement from one channel to another!
Mobilized E-Mail
Land Rover Marketing
Free Promotions - Land Rover
Redirect E-Mail Clicks to Optimized Mobile Sites & Offers
Click Here for mobile friendly version.
Add Mobile to your Media Buys
Example Formats Expandable
3D Flip
Interactive Swipe
Peel
Sticky
Portrait to Landscape
Interstitial
Shutter/Jalousie
360° Rotator
Simplify the creation, management and delivery of rich mobile ads
Tablet + Mobile Web
Dynamic Tablet Sites
Hybrid Apps
Rich functionality on the Mobile Web
Mobile Hybrid Apps integrate mobile optimized websites into Native Apps
Available for all major OS such as iPhone, Android, Windows, Blackberry, Ovi
Save cost: One code base to publish to mobile web and apps environments
www.netbiscuits.com
Craig Besnoy Managing Director, U.S.
Tel +1-212-710-0541 Mobile: +1-917-674-0098
Thank You
m.netbiscuits.com