This presentation was given at The Trinity Forum in Taipei September 21, 2014. The Trinity Forum is a think tank for Airports, Brands and DutyFree/Travel Retailers hosted by ACI - Airports Council International and The Moodie Report. This presentation gives top line insight on how disruptive technology is changing the experience for travelers and how IBeacons, Smartphones like the Iphone6, wearable technology, mobile payments, applications and Social Media can now be harnessed in more powerful ways.

1. #WTF – WHAT’S THE
FUTURE FOR DIGITAL
DISRUPTION IN
hello@thepaper.com
1
TRAVEL?
Start

2. WHO WE ARE 2
Mighty Media Group is a digital agency with a
focus on building high quality disruptive
technology solutions. We’ve worked with some of
the world’s leading brands delivering closed loop
digital marketing initiatives including social media,
digital publishing and mobile commerce solutions
that push the boundaries of travel innovation.

3. MY CONFESSION 3
AND THANKS! “Will online
Trinity Forum 2014
shopping soon
break through the
protective wall of
Duty Free soon? If
so; How? And
when?”
“Who should
be designing
our mobile
roadmaps?”
“Will the
Iphone6 really
have an impact
on our present
mobile
strategy?”

4. DIGITAL DISRUPTION 4
LET’S SKIP THE JARGON.
“CHANGE enabled by digital
technologies that occurs at a pace and
magnitude that disrupt established ways
of value creation, social interaction,
doing business, and our way of
generally thinking.” – Professor Riemer UTS Sydney 2013

5. 5
Mobile e-commerce is
now a $40 billion market,
up from $2 billion in 2010.

6. 6
iPad reigns with 80% of tablet
orders, but Samsung and
Amazon are nibbling away at the
Apple with 12% and 4% and of
orders respectively as of March,
2014.

7. 7
Cross-device shopping isn’t
quite here yet. As of Q1 2014,
88% of customers only use one
device to make purchases.

8. 8
By the end of 2014, we expect
1.76 billion people to own and use
smartphones monthly, up more
than 25% over 2013.
http://www.emarketer.com/Article/Worldwide-Smartphone-UsageGrow-25-2014/1010920#sthash.HIS1MlQi.dpuf

9. 9
Gartner Hype Cycle 2014 – 20 Years Later…

10. MOBILITY IS THE BIGGEST DISRUPTOR 10
IT CAN NO LONGER BE IGNORED
‘
Mobile Reach and Scale
Apple has over 500m credit
cards and email addresses.
∫
Digital Youthification
The disparity in behavior
between millennials and GenX
is diminishing. We act/buy the
same way.
← Content and Context
62% are interested in buying
products and services directly
from articles and features
they read in digital publications
and social media
≅
Transparency
Offers can be deployed on both
Android and IOs platforms and
monitored with Google
Analytics.
!
Mobile is Ubiquitous
China has 261 Million smart
phones and tablets (and
growing!)
!
Immediacy and Convenience
67% of those who consume
branded digital content are
interested in buying those
products or services directly
from an advertisement in the
publication
Source: *ORC Caravan (May 2013), **http://www.techinasia.com/china-has-261-million-active-smartphones-tablets-2013/

11. 11
2009!

12. 12

13. 13

14. IF YOU ARE WAITING FOR A CASE STUDY, DON’T. 14
HIGH STREET RETAILERS ARE SEIZING THE MOMENT.
September 16, 2014
“Macy’s partners with App
developers Shopkick to leverage
external expertise and experience in
proximity marketing, virtual currency
and rewards.”

15. 15
IS YOUR MOBILE STRATEGY
OPTIMIZED FOR THE
TRAVELER?

16. SHIFT TO CONTEXTUAL INTELLIGENCE 16
EXISTING MARKETING IS TACTICAL. THE FUTURE IS CONTEXTUAL.
!
∫
!
≅
!
!
CONTEXTUAL INTELLIGENCE ALLOWS
US TO KNOW MORE:
LOCATION ! Being able to detect the
How close are they to the
moment of purchase?
MOTION !
speed and opportunity to
disrupt.
ENVIRONMENTAL ∫ Who are your customers?
Where are you and where
are you going? Sell
sunscreen to a person
heading to Bali.
SOCIAL
Who do they influence?
Where do they share?
! HISTORICAL
≅ BEHAVIORAL What have they bought
Are they frequent travellers or
airport employees? Do they
travel on the same routes or
carriers?
that might influence what
they could buy from you?
!

17. CONNECTED TRAVELLERS ARE READY FOR CLOSED LOOP 17
MARKETING
85% Have used a mobile
shopping app while inside a
store
Mobile app features travelers want most to use in-store:
80%
78%
62%
58%
1 9%
Push notifications about sales /
promotions
More tools for price
comparisons, accessing list,
style guides
Content that is relevant to
interests and location
Loyalty program integration
Ability to pay with mobile phone
77% Would share their location in
return for value
72% Would purchase in-store
after receiving a relevant
offer while shopping
Swiss / Research Now survey of smartphone users, Nov 2013

18. MOBILE ENGAGEMENT INCREASES REVENUE 18
Health & Beauty
+ 50%
Appliances
Electronics
Median Basket Size % increase
Median Basket Size % increase
+ 40%
Median Basket Size % increase
+ 34%
$30
$45
$250
$350
$161
$215
Swiss / Research Now survey of smartphone users, Nov 2013

19. NON REVENUE PAYBACKS OF DEPLOYING CONTEXTUALLY 19
INTELLIGENT MARKETING
Traveller benefits Traveller & Retailer benefits Retailer benefits
‘
Service
Engagement
Context
Personalization
Insight
Efficiency Differentiation

20. 20
Social &
Content
Personalization
Proximity
Omni-channel
engagement
Advocacy

21. 21
SO WHERE TO FROM HERE…

22. Contextual Intelligence and closed loop
marketing bring the reach of the web into your store with
engaging mobile promotions in to the hands of those in a
position to take action.
Forget wondering if your mobile campaigns are working
- the proof is right in front of you.

23. Contextual Intelligence and closed loop
marketing bring the reach of the web into your store with
engaging mobile promotions in to the hands of those in a
position to take action.
Forget wondering if your mobile campaigns are working
- the proof is right in front of you.
Reach Customers You Can TOUCH
Gain permission through value creation and content to
push messages and offers.
Leverage proximity marketing platforms like Konekt to
deliver digital reminders straight to the phone at just the
right moment

24. What
is the
ROI of
this?

25. YOU DON’T NEED TO BE ABLE
TO SAY IT IN ORDER TO
APPRECIATE IT.

26. THE RECIPE: CONTENT AND CONTEXT = COMMERCE 26
Branded content
marketing through
apps and digital
publishing offer
travellers value,
entertainment and
information.
Travellers are
messaged when in
proximity to the retail
store and reminded
of intentions at
ZMOT
Traveller is delivered and
prompted with intentioned
opportunities as well as
location and preference
centric offers.
Cloud services and
API’s provide
scalability, security and
platform / database
integration and
business intelligence

27. THE TRINITY OF DISRUPTIVE TECHNOLOGY IN TRAVEL 27
THE THREE ESSENTIAL PARTIES TO DELIVER CLOSED LOOP
⎣
Airports
As the “known” entity, open up the
API of your applications to enable
proximity offers pushed to
application users through IBeacon
technology.
Partners
Concessionaires, Government
Authorities, OTAs and global travel
agencies, airlines, Duty Free
Retailers,
∫
Closed Loop Marketing
Experts
Capabilities in
Application design, marketing
solutions, social media signaling,
proximity mapping, content
development and CRM
integration.
! “The future success of disruptive technology in travel lies in our ability to create remarkable and
unique experiences. Our ability to leverage technology to tell our story and generate enough trust
allows us to become an active participate, concierge and advisor. This both our privilege and our
opportunity. Technology whilst shiny, is only the enabler.“

28. Questions?

29. 29
Need Help?
Stephenie Rodriguez
CEO
Mighty Media Group Pty Ltd
P +61 416089000
Stephenie@mightymediagroup.com.au
@Digitalgodess