MMM travel & tourism masterclass jason cross (incentivated) - 14 june11

Publishing across different
mobile platforms
Jason Cross
14 June, 2011

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples

Copyright Incentivated Limited 2011

State of the Nation – mobile web

 Over the last 12 months companies have started to offer what
consumers were happy to do all the time
 With many sites looking the same, the opportunity now exists to:
 improve the UX/UI and so differentiate the offering
 offer implicit and explicit personalisation i.e. join up the web and mobile
sites
 deliver e-commerce best practice


State of the Nation – mobile web

 People do it
 51% of the UK engages in mCommerce
 People like it
 42% say they use their mobile because it is the easiest way to
research/buy
 M-Commerce will continue to grow
 49% of non M-Commerce users say they will purchase in the future
 Smartphone users are 63% more likely to engage in mCommerce
 only 9% mention security issues

Source: IAB Consumer M-Commerce Study October 2010
Base: All UK Mobile Users (1,039)


State of the Nation

27%
of adults with phones have ever used their
mobile to purchase a service/product via credit
card / direct debit / Paypal
Source: IAB Consumer M-Commerce Study October 2010
Base: All UK Mobile Users (1039)


Does your site work?
Half of UK firms fail to check their own website on mobile devices

 Of those that have
 41% admit their website has a reduced appearance
 36% offer reduced functionality
 The survey ( from 1&1 Internet) also finds that 65% of firms have not
optimised their websites for mobile usage and have no plans to do
so


You get blamed for a bad mobile experience
No site or a single mobile presentation layer are no longer options

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?

Brand Network The User
60% The Phone
(site) Provider

40% 44%

34%
29%
20%

0% 5%

Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)


Why mobile matters in the Travel sector
“American Airlines customers are mobile by definition, so
we’re providing them with one more tool to make their
travel faster and easier,”

Stacey F. Frantz, director of corporate communications
American Airlines

“Hilton guests are incredibly tech-savvy, so mobile devices
and other contemporary communication channels enable
us to share our global story with them in a highly relevant
and engaging way,”

Andrew Flack, vice president of global brand marketing at Hilton
Hotels


State of the Nation – Mobile travel

4 million people globally visit Trip Advisor a
month via mobile*
 2 million people in the UK access travel
services via a mobile device**
 17% of UK mobile phone users respond to
travel related SMS marketing a month**

*Source: Eye for Travel, October 2010
**Comscore


Mobile throughout the Travel Experience
Reviewing Dreaming
SMS QR
MMS www LBS @

MMS LBS
QR
@ SMS www SMS
@ MMS

Destination Planning
QR
MMS www QR
@
www
SMS LBS www MMS SMS

@ QR SMS
SMS
MMS LBS www www @

En Route QR SMS
@ www LBS SMS Booking

Anticipating Copyright Incentivated Limited 2011

Who we are
Summary

 Incentivated is an independent technology company and mobile
marketing services agency
 We have 10 years’ experience operating exclusively in mobile
marketing
 We help our international client base deliver integrated acquisition,
CRM, and mCommerce campaigns and services using the mobile
channel

Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

What we do
Ful l service capabi l i ty

 Technologies  Needs
 5 formats  3 key areas of client activity
 enterprise messaging (SMS,  acquisition
MMS etc)  CRM
 mobile internet  mCommerce
 apps

 short codes and QR codes

 location marketing

 Services
 2 consultancy offerings
 creative

 strategy


How we do it
Engagement is spread across three levels

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

Campaign strategy and execution
Marketing, Creative & Design, build & hosting of mobile internet sites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis

Mobile and email marketing
Mobile Marketing, Internet & Mobile internet site publisher
mCommerce Platform mCommerce suite
Self-serve functionality (“SaaS”)

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
Messaging Gateway & Mobile content management system (CMS)**
Software Company Systems integration and various APIs
Development of both handset & server-side apps

*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database


Who we are
Just some of our clients


Mobile is not easy
Device fragmentation and different standards make mobile different to desktop

 Progressive enhancement required (multiple presentation layers)
 When to build an app or a site
 ‘Native’ as opposed to cross-platform web-apps
 Desktop analytics tools do not work properly for mobile
 How secure are the devices themselves?
 ‘NFC marketing’
 Implications for SCV


Technologies

 A complete mobile marketing strategy includes five components:

Product summary Product summary Product summary

Whitepaper


Strategies

 Mobile can be used by clients to enhance their key marketing and
delivery strategies:

Whitepaper


The mobile internet comes of age
Users are already on your site

Every year, more and more consumers are accessing the internet on their mobile devices

44% growth in
20,000,000
2010
18,000,000
Data charges begin to
16,000,000 be reimposed

14,000,000 24% YOY growth
Data charges between 2008 and 2009
12,000,000 removed

10,000,000

8,000,000

6,000,000
Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10

Source: comScore, 3 month average ending March 2011.


WWW, emails & SMS will drive mobile traffic
Accurate device detection is a must


Handset detection options
There is really only one option


Mobile site implementation
Because of the proliferation of handsets, mobile is more complicated than desktop

 Developing a single mobile presentation layer is false economy
 A minimum of three is required (smart, feature and legacy phones)
 The are four broad approaches:
 Mobile CSS stylesheet within CMS
 Integrated with CMS and client hosted (parallel)
 Less risk for the client but reporting is poor (requires access to APIs)

 Integrated with CMS and supplier hosted (parallel)
 Produces a superior result but dependent upon on-going support from supplier

 Transcoded
 Quick to market, but neither highly resilient nor creatively adventurous

 It is impossible to do properly without using APIs for handset
detection, capabilities definition, content adaptation and reporting

Approaches to mobile site build
Best practice demands a parallel site, driven from the same content/CMS

Credentials presentation

The value of third party tools (APIs)
Mobile relies upon data from mobile networks and handsets are diverse

 Uniqueness
 For cellular this is not measured by IP address but a unique and
persistent ID from the mobile network
 Most desktop reporting tools misclassify or lose many mobile sessions
 Device identification
 There are over 10,000 profiles and 5-10 are added each day
 A cached resource will be out of date very quickly

 Managing such a resource is costly
 Real-time content adaptation
 MIME type support varies by device, screen-sizes differ, coding
frameworks are diverse, handsets have different hard and soft buttons


Design and UX are as important as on desktop
Navigation – ‘Bread Crumbs’

Location dependant content Leading content

Promoting Maps Search

Time/promo specific content Leading content

Navigation - Menu


‘Cookie cutter’ or bespoke approach to a site?


Information Architecture
Product Category Hierarchy

Campaign  Ability to manage all product centrally
Site  Taxonomy to be shared across
multiple sites
Master Primary  Segmented deployment to campaign
Category sites
Structure Site

Mobile
Site


Enterprise Content Management

Master Head Office
Content
Created Content

Translation
English German French Italian Layer

UK UK UK Campaigns
Website Mobile site Mobile App Social
Email/SMS

Channel Content


Technologies
Apps

 Device and OS fragmentation is not insurmountable
 either native, per platform
 or cross-platform ‘web-apps’
 Don’t build native unless you need to
 “… develop new apps as web apps, and turn them into native apps when
they've been validated.” Daniel Roth, Fortune 500 (AdAge)


Mobile App or Mobile Website?
A native app comes into its own for games and tools; a site usually suffices

Mobile Mobile Web
Cross-Platform App
Applications Site

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y Y (SMS) Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


An app should interface with middleware
Screen-scraping results in broken links and egg on face


Technologies
Shortcodes & QR codes

 QR codes work much the same
as the barcodes you see printed
on products at a retailer
 A code is scanned using a
device (mobile) and software
(QR reader), and is translated
into meaningful information
(e.g. web links)

Incentivated’s QR code campaign for STA Travel


Technologies
Enterprise messaging
Messaging volumes continue to grow – everyone can use SMS and MMS

 Reaching consumers with
messaging is incredibly effective
 74% would opt-in to a brand’s
database if done properly
 Consumers open to receiving
messaging between 10am and
8pm in particular
 69% happy to receive a
message per week
 MMS achieves amazing cut-
through

Source: IAB/DMA mobile messaging study, September 2010


Strategies
mCommerce

 The best commerce strategies

85%
encourage consumers to purchase
and consume content and products
on the go

Increase in mobile
retail usage in EU5
from 2009 to 2010*
35%
Of people search for
products to buy on their
mobile phones**
*The comScore 2010 Mobile Year in Review
**Brandbank 2010 mCommerce Content Report


Example mCommerce app - King of Shaves

Home Page m-Video Delivery details Payment options


Contents

Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & tourism examples


Mobile is used in a myriad of ways
The travel industry has been an early adopter, trialing a number of options

 Direct response advertising
 Brand building
 Sales promotions
 Barcode tickets
 CRM e.g. flight information, reminders, alerts
 Local area guides
 Localised and time-sensitive travel information


Sites work best for acquisition
Campaign sites, run from www or advertised on mobile, work well

 Sales promotions and product
information are suited to the mobile
internet
 Few apps achieve the viral success of
Barclaycard waterslide/Rollercoaster
 Large budgets needed

 SMS direct response continues to
generate high ROI due to low entry
cost

Incentivated’s campaign for Fidelity Investments


SMS helps reduce cab-related sexual assaults by 46%

Business need The solution Results

As part of a print, poster, radio and TV Subscribers text HOME to 60835 • 46% reduction in cab-related sexual
campaign for a safer London, a text (spells “GoTFL) and receive local, attacks on women over five years
message service was created to give licensed, minicab and taxi booking- (2002 -2007)
out booking numbers for licensed office phone numbers for the area they • Just 4% women used unlicensed
minicab and black cab firms in the are texting from. minicabs in 2007 in comparison to
user’s location. 18% in 2003
A Location Based Service search is • 100% year on year increase in
used to pinpoint the subscriber’s exact monthly uptake since new branding
location, enabling the relevant campaign
information to be identified and sent.

The database of 45,000 licensed
FROM: 60835
Local licensed
minicabs: Reliable
minicab operators and drivers is
updated daily to maximise safety.
4%
Radio cars Unlicensed cab
02086716666, P&L
Car Service
use
02077339582. For
a Black Cab, call
ONE NUMBER on
08718718710
46%
Reduction in cab-
related attacks

Case study: CRM beinspired@incentivated.com
Travel & Tourism | Public Sector: TfL & Mayor of London www.incentivated.com

Closing thought

At the time of the
dotcom bubble, 400m
i.e. around 2000,
there were 350
million people
online.  People with smartphones in
the world today
 Plus 4 billion with internet-
capable feature phones


Thank You

Jason Cross
Marketing Director
jasonc@incentivated.com

@jcmobile10

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to
62233 for a link to a reader
appropriate for your phone)

Copyright Incentivated Limited 2011 www.incentivated.com

MMM travel & tourism masterclass jason cross (incentivated) - 14 june11

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