Business case 4mobile

Mobile Platform Proposalfor

Atlas d.d. Business Travel Services (BTS)

Introduction

• Presentation overview• Mobile landscape• What are mobile drivers• Smartphones, mobile devices, and mobile OS platforms• Whats happening in travel• Platform options

– Types, benefits, and disadvanatages

• Orbitz use case• Implications + the longer term• Questions

Atlas d.d. BTS mobile proposal 2

Overview• “For many people, mobile [usage] has rapidly moved from an

occasional activity…to an essential service they depend on every day while at home, work or on the move.”[comScore 2010 mobile year in review]

• 2010 can be viewed as the mobile-turning point in travel– All the major players either announced or launched some sort of

mobile offering – The big TMC’s are all moving to incorporate mobile in core

business strategy• To stay relevant in the market, to anticipate customer mobile

expectations, and to lead from a regional perspective; Atlas BTS must extend their offerings and services onto a mobile platform

• A relevant and economically viable mobile startegy = appropriate technology selection, and long-term business buy-in

3Atlas d.d. BTS mobile proposal

• “New channels of doing business and reaching out to the customers will always keep coming but the game-changing technology for the foreseeable future I believe is the mobile…As mobile devices get smarter and as people get used to doing business on the move, companies will need to adjust to this technology. This is not a prediction, it is already happening, so they’d better hurry up.”

Q What is driving this?

• Mobile landscape is not only growing rapidly it is changing rapidly• The big 5 for now… an early consensus…

• iphone, android, blackberry, nokia (symbian), windows phone• Not just phones, tablets are mobile devices too…

• The travel industry is reacting!!Q What are some recent significant events or indicators of what may come?Q And more specifically… what are the big TMC’s doing?


The mobile landscape…


comScore has identified 3 key enablers driving the up-trend in mobile


Smartphone adoption is growing very rapidly…


Cellular-news.com 14.4.2011

The mobile space is changing as quickly

as it is growing


In the EU5…


The US market…


Device and OS platform


What about tablets…

1 to 2 3 to 4 5 +0%

10%

20%

30%

40%

50%

60%

70%

80%

Smartphone Usage by Frequency of Travel

LeisureBusiness

# of trips annually

Sm

art

ph

on

e u

sag

e %

PhoCusWright’s Consumer Technology Survey 2010


Frequent business travelers outpace all

other travelers in use of smartphones

HR SLO BiH SRB EU0%

10%

20%

30%

40%

50%

60%

Mobile OS by core Atlas regions

iOSSymbianOSAndroidBlackBerry OSWindows Phone

Geos

OS

sh

are

%

Statcounter 2010


Is it just iphones and nokias?

• Concur Inc bought tripit for 82 mil USD• Expedia unveiled their new mobile strategy –

“Expedia everywhere”

and they bought mobiata, a mobile developer• Worldmate and RIM (maker of balckberry) partnered to create

a device native “BlackBerry Travel” app• The big TMC’s have focused on itinerary and expense

management– AMEX and CWT are partnering with Worldmate and Reardon commerce– BCD is partnering with Tripit


What’s happening in travel?


What kind of options do we have?

native apps mobile website

web apps


native app web app mobile site

Pros • very rich user experience• fully leverages device features• monetization model in place (app store)•offline capability• rich brand experience

• rich user experience• access to device features• platform neutral• repurpose existing web content,• less expensive than native app• no app store to limit distribution/access

• covers broadest range of devices• least expensive option• widest distribution reach - no app store business model

Cons • high development costs• platform dependent• distribution restriction – app store submission

• cross platform consistency issues• HTML5 development resources• less memorable experience – lesser brand experience

• least attractive user experience•no access to device features

Costs 25K – 120K EURPrice for an iphone app, prices increase by factor of one for each additional platform

25K EUR 10K EUR

What are the pros and cons…?


user experience

device features

cost mitigation

distribution ease

content/infrastructure repurpose

cross platform consistency

native appweb appmobile site

A picture says a 1000 words…


Orbitz as an example…orbitz on the go, orbitz

for business

Orbitz web app

Orbitz iphone app

• Impact to business + business process– Another touch point with customers (24x7?)– Audit existing IT infrastructure– Business must lead– Beyond BTS…

• m.adriatica.net or adriatica.net on your xxxx phone…• in destination services (while your in croatia app…)


Atlas BTS…?

Questions!

Thank you!

Business case 4mobile

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