SGTP EdCon'10 Keynote: Future Trends & Leading Technologies
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Transcript of SGTP EdCon'10 Keynote: Future Trends & Leading Technologies
Future Trends & Leading Technologies
Society of Government Travel Professionals
September 8, 2010
Robert Cole ● RockCheetah
Photo: kevindooley (flickr)
Future Trends & Leading Technologies
• Everything Is Changing
• New Travel Expectations
• And the Winners Are…
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 1
Photo: salendron (flickr)
Everything Is Changing
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 2
“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Everything Is Changing
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 3
“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Business Travelers Who Use Mobile Device to Access Travel Information 2008 2009 2010 Total 13% 25% 40%
Everything Is Changing
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 4
“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Include Leisure Time in Business Trips 2008 2009 2010
Always - 18% 23%
Frequently - 29% 30%
Total 35% 47% 53%
Everything Is Changing
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 5
“You have to know the past to understand the present”
- Dr. Carl Sagan
Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
Travel-Related Activities Done Using Mobile Device 2010 Researched Upcoming Trip 68% Read Reviews of Other Travelers 54% Checked Into Hotel, Flight, Cruise, etc. 70%
Requested More Information Related to Trip 56% Reserved or Booked a Hotel, Flight, Cruise, etc. 61% Downloaded a Travel Related App 48% Watched a Travel Related Video 45%
The Internet Continues to Evolve
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 6
Web 1.0 Web 2.0 Web 3.0 Communication Broadcast Interactive Engaged / Invested
Information Static / Read-only Dynamic Portable & Personal
Focus Organization Community Individual
Personal Home Pages Blogs / Wikis Lifestreams
Content Ownership Sharing Curation
Interaction Web Forms Web Applications Smart Applications
Search Directories Keywords / Tags Context / Relevance
Metrics Page Views Cost Per Click User Engagement
Advertising Banners Interactive Behavioral
Research Britannica Online Wikipedia The Semantic Web
Technologies HTML / FTP Flash / Java / XML RDF / RDFS / OWL
Photo: Vereeken (flickr)
Travel Planning – In a Web 3.0 World
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Cartoon: Gary Larsen – The Far Side (The Far Side Gallery 2) Photo: drspam (flickr)
• Managed Travel Goals
– Secure Platform
– Enforce Rules
– Reduce Costs
– Increase Efficiency
• Traveler Goals
– Simplicity
– Flexibility
– No Stress
– Better Experience
• Managed Travel Goals
• Traveler Goals
New Travel Expectations
• 1. Relevance
• 2. Mobility
• 3. Personalization
• 4. Community September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 8
Photo: Sprengben (flickr)
1. Relevance
Deep Search
vs.
The Splinternet
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 9
Photo: LuluP (flickr)
+
- $700 Million
Relevance - Deep Search
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 10
Photo: g-na (flickr)
Google using Microformats & RDFa
• Associate Reviews with Hotels • Specify Image Licensing • Drive Context-sensitive Ads
Relevance – The Semantic Web
Making Sense of Unstructured Data
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 11
Facebook Open Graph
Adds Context to Social Graph
Photo: Mr. Physics (flickr)
Splinternet: Age of Walled Gardens
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Splinternet: Age of Walled Gardens
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2. Mobility
Real-Time: Proximity:
Anytime Anywhere
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Photo: atzu (flickr)
Mobility - Real-Time
Google Voice: Telephony
• Ring Phones Simultaneously
• VoiceMail Transcription
• Text Message Alerts
Tungle.me: Cloud-based Calendar
• Universal Meeting Schedules
• Inside/Outside Organization
• Across Calendar Systems
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 15
Photo: gadl (flickr)
Google Goggles: Discovery
• Landmarks/Text Translation
• Contact Information/Places
• Contact Information
Yelp Monacle: Augmented Reality
• Camera/GPS/Accelerometer
• Point for Restaurant Review
• Friend Check-ins
Apple iTravel: Works solely within
Apple Hardware &
Software Ecosystem
· Network
· Camera
· GPS
· RFID / NFC
Mobility - Proximity
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 16
Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 21
Photo: gwgs (flickr)
Mobility - Proximity
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Photo: gwgs (flickr)
Mobility - Proximity
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 23
Photo: gwgs (flickr)
3. Personalization
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• Customization • Personas Photo: Sergey Galyonkin (flickr)
Personalization - Customization
• Content – Personal Information
– Corporate Databases
– Social Graph
• Platforms – Desktop
– Mobile
– Tablet
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Photo: kagey_b (flickr)
Customization – Option 1: Tap
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Video: trepantech (YouTube)
Customization – Option 2: Talk
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Video: GoogleMobile (YouTube)
Customization – Option 3: Surf
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Video: pknegten (YouTube)
Personalization - Personas
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Photo: Greything (flickr)
Conference Training
Relocation
Leisure
Operational Mission
Site Visit
Consultation
Emergency Convention
4. Community
Social Behavior + Computational Systems
=
Social Computing
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Photo: ►Voj► (flickr)
Community – Social Computing
If You Want the Job Done Right…
Get Help.
Experts ● Friends ● Groups with Common Goals September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 31
Photo: 3[3] (flickr)
Social Computing - Telepresence
Skype: 10-way Video Calling iPhone 4: FaceTime
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 32
Photo: 3[3] (flickr)
Community - Privacy
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 33
Convenience vs. Security
Photo: laverrue (flickr)
Community - Privacy
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 34
• Trustwave 2010 Global Security Report – Hotels Prime Target for Hackers
– Breaches Involving Hotels: 38%
– Breaches Involved Credit Card Numbers: 98%
– Average Days Between Breach & Detection: 156
– Many Franchisees – Only PCI Level 4 (Self Assessment)
• Insecure Passwords
– 8 character Password Cracked – Under 2 Hours
– Use of Identical Passwords Across Multiple Sites
And the Winners Are…
The Smart
The Unique
The Engaged
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 35
Photo: tpower1978 (flickr)
Winners = The Smart
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 36
Smart = Zoombu
Difficult Travel Task:
• Single Search
• End-to-End Itinerary
• Multi-Modal Transit
• 3 Different Criteria
– Cheapest
– Fastest
– Greenest
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 37
Smart = Zoombu
Difficult Travel Task:
• Single Search
• End-to-End Itinerary
• Multi-Modal Transit
• 3 Different Criteria
– Cheapest
– Fastest
– Greenest
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 38
Smart = Zoombu
Difficult Travel Task:
• Single Search
• End-to-End Itinerary
• Multi-Modal Transit
• 3 Different Criteria
– Cheapest
– Fastest
– Greenest
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 39
Winners = The Unique
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 40
Photo: (flickr)
Unique = Openways
Mobile Phone for Key Entry
• Guests Register Online
• No Stop at Front Desk
• Supports All Cell Phones
• Uses Existing Locks
• Cards Keys Still Work
• Code Change – 12 Seconds
• More Secure than Cards
• Support for Future NFC
Uses Unique Sound Patterns
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 41
Winners = The Engaged
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 42
Photo: MorBCN (flickr)
Engaged = TripAdvisor
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The Future = Options
Traveler Needs Evolving Technologies September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 44
Photo: Fenchurch! (flickr)
Be Prepared
vs.
The Future – Great Solutions
Predictions: • Multiple Formats/Platforms
– Focus on Mobile
• Distributed Computing
• Simplified User Interfaces
• UnStructured Data Integration
• Conditional Product Selection
• Streamlined Shopping Process
• Individualization of Travel
• Ensure Security with Flexibility
Recommendations: • Be Like Apple - Solve Problems
– Fully Control the Platform
• Leverage Cloud/Web Services
• Design for Touch & Voice
• Deploy Semantic Search Tools
• Rules-based Search Processes
• Flatten Search/Target Solution
• Use Itinerary-specific Personas
• Traveler Security is Top Priority
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 45
Photo: Robsv (flickr)
Thank You for Your Attention
Questions? Copies of the Presentation?
Comments? Robert Cole mail: [email protected] phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: www.rockcheetah.com/blog/
September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 46