Presentation at World Travel Market 2012 on panel with Lastminute.com, Nor1 and Mobile Industry Review. Check out www.exiconglobal.com for more

1. Going Mobile
November 2012
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2. Mobile is so important; put
your best people on mobile.
If you don’t have a mobile
strategy, you are no longer
relevant
Eric Schmidt
Former CEO and current
Executive Chairman, Google
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3. The Business of Mobility
1.5B Smartphone units
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4. The Business of Mobility
500M tablets sold
Source: Flurry Analytics
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5. The Business of Mobility
94 minutes a day inside apps
Source: Flurry Analytics
Image: Future Help Design
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6. It’s the App Stupid
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7. The Business of Mobility
41 Apps
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8. Embrace or Die?
…You have 2 years.
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9. Resistance is futile
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10. Travel Apps
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11. Travel & Digital
In 2000, the internet accounted for 1% of hotel bookings. A
decade later, bookings across digital channels breached 50%.
Distirbution Channel Analysis: A Guide for Hotels, Green, Cindy Estis and Lomanno, Mark 2012
61% of US internet users research travel online prior to booking
How Travel Brands manage their online reputation making the most of owned, earned and Paid media, Emarketer, November 2011
Cost of booking on their own sites ($2-$6) vs OTA ($40-$120)
International Hotel Industry Mintel, September 2011
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12. Travel & Mobile
70% of bookings via the phone are for same-day reservations,
likely equating to high price/margin bookings.
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13. That 61% researching online we mentioned...
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14. And mobile doesn’t mean just phone…
Some hotels have reported an 18%
increase for in-room dining orders since
offering mobile features.
More hotels distribute iPads to guests for ordering
room service, amenities, USA today,
Roger Yu, June 2011
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15. LBS
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16. Gamification
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17. Trend Example “Video”: why it matters
Video is a core component of the booking and travel process
Online Video becomes key feature Videos along the whole planning process
Video for Sharing
10M
Downloads
Sources: Think Travel.
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18. Augmented Reality
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19. Growth: Mobile is on the rise in the travel market
Travel app category growing Mobile is part of the travel experience
• Travel is the second most important app category measured by app usage
growth year-on-year
Source: Emarketer:http://www.emarketer.com/Article.aspx?R=1009408
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20. Content: How and what are they looking for?
Mobile is part of the travel and growing, mostly done with search engines and
often very targeted
Mobile Access is growing
Source: Yiibu, Think Travel,.
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21. Economics: What’s in it for the business?
Cost for booking via phone are low
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22. The Exicon AppCycleTM
MEASURE DEFINE
DEPLOY BUILD
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23. DEFINE e.g. Hotels
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24. DEFINE e.g. Airport Arrivals
1. “Ah, there is Carousel 12. My luggage 1 2
should be there in about 27seconds!”
2. “What does that say?”
3. “I should buy my return train fare while
I remember.” 4
4. “I’m so exhausted I won’t drive to my 3
cousins tonight. I’d better book a hotel
for tonight.”
5. “I should change my car booking to 6
tomorrow.”
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6. “How do I tell the taxi driver I want to
pick up some food on the way to the
hotel?”
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25. DEFINE e.g. Tickets
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26. BUILD Choose your Developer well
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27. BUILD e.g. Options for Scale
Developed by 3rd parties
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28. DEPLOY e.g. Appstores
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29. DEPLOY e.g Comodo Instagram Menu
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30. MEASURE What does success look like?
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31. Contact us
CEO / EXICON
Stefan Rust
EMAIL
stefan@exiconglobal.com
WEBSITE
www.exiconglobal.com
FOLLOW US @exicon
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