A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16

A Day in the Life of the
Mobile Traveler

Insight and best practices focused on making the
most of the mobile opportunity

Netbiscuits by the Numbers

© 2011 Netbiscuits, Inc. Slide 2

How are Travelers Using Mobile?
Mobile is incremental to online…not substitutional

39% of Leisure travelers and 53% of Business travelers are
accessing the mobile Web multiple times a week.
42% of this activity by Leisure and Business travelers is
incremental to online activity.
That means if you’re only relying on the traditional web to
communicate with consumers, you are missing out on
nearly half of the potential travel market.

Mobile Hits The Mainstream, PhocusWright, 11/1/11

What is a Mobile Traveler?
Mobile Planners and Bookers
A mobile traveler is someone who has
researched, reserved, purchased or
modified a travel related activity.
71% of all Business Travelers are
Mobile Planners/Bookers
68% of all Leisure Travelers are
Mobile Planners/Bookers
These travelers are:
researching options
making new reservations
modifying existing reservations
Air, Hotel, Car and Local Activities

A Day in the Life of the Mobile
Traveler

How do mobile Business & Leisure travelers
use their mobile devices?

A Day in the Life of the Mobile Traveler
Meet Sheila Execusmith – The Business Traveler

45-55 years old
Executive VP of a software company
Traveling 3 out of 4 weeks a month
Business class
Rents midsize or above
3-4 star hotels
3-4 star dining
Laptop, Android, iPad

71% of all Business Travelers are mobile like Sheila

How mobile is Sheila?

Sheila turns to her device to do what her assistant can’t
Last minute reservations
Directions
Travel upgrades
Loyalty Programs
Shopping
Entertainment

Research Options

59%
Local-related

Car Rental related 38%

Hotel-related 47%

Air-Related 48%

0% 10% 20% 30% 40% 50% 60%
Percentage of Mobile
Business Travel Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11

Make New Reservations

0% 5% 10% 15% 20% 25% 30% 35%

Local-related 22%

Car Rental-related 24%

Hotel-related 33%

Air-related 26%


Modify Existing Reservations

Local-related 7%


Hotel-related 19%

Air-related 20%

0% 5% 10% 15% 20%

Meet The Travelton Family -- Leisure Travelers

Neil, Rita, Andrew and Megan Travelton
Live in Charlotte, NC
2 family vacations a year
They either fly or drive
Book months in advance
2-3 star hotels
Affordable family dining options
Rent economy car when they fly
iPhone & Android

68% of all Leisure travelers are mobile like the Traveltons

How do the Travelton’s use their mobile devices?

Directions/mapping
Dining/activity recommendations
Coupons/deals
Social Media
Media/Entertainment for kids
iPhone and Android

Research Options

58%
Local-related


Hotel-related 44%

Air-related 44%

0% 10% 20% 30% 40% 50% 60%
Percentage of Mobile Travel
Planners Mobile Hits The Mainstream, PhocusWright, 11/1/11

Make New Reservations

Local-related 10%

16%
Car Rental-related

Hotel-related 25%

Air-related 17%

0% 5% 10% 15% 20% 25%

Modify Existing Reservations

Local-related 19%


Hotel-related 13%

Air-related 12%

0% 5% 10% 15% 20%

What Now?
Are you Mobilized?
The data, along with our own
experiences, show us that travelers
of all types and income levels are
actively using mobile web sites to
research, purchase and
recommend travel products,
services and destinations.

So now the question becomes, is
your brand ready to engage
consumers on the mobile web, no
matter the device they are using?

Mobile Web vs. Mobile App
Follow the mobile consumer….

Are you Ready?
What is your Mobile Strategy…

“Increasingly, brands need to be investing in mobile as
a platform for servicing the traveler, providing a
convenient way for brands to curate the customer
experience and deliver exactly what the traveler
needs, at exactly the moment they need it.”
Gary Leopold, President and CEO of ISM MediaPost 6/6/11

Definitions

Mobile Website: Information created
specifically for mobile devices is
accessed by the user via a browser in
an optimized experience.

Mobile App: Specialized piece of
software that is downloaded to a
mobile device where most of the
information then resides on the
phone. A mobile app gets limited
updates from a server or to conduct
transactions.

Mobile Device Ownership
Fragmentation By Operating System

Current Ownership – Leisure Current Ownership – Business
Travelers Travelers

18%
Apple iOS 25%
27% Apple iOS
Google Android
Google Android
43% Blackberry OS
Blackberry OS
21% Windows 7
Windows 7
Other 5%
Other
Feature phone 24%
5% Feature phone
7% 12%
23%
5%


The Web is King Among Mobile Travelers…

1%
34% 21%
Business Travelers that
Only Use Apps

Business Travelers
Business
that usually use
Travelers that
Websites but
Only Use
Occasionally use
Mobile
Apps
Websites
24%
30%
Leisure Travelers That
Only Use Mobile Websites
Leisure Travelers that
usually use Websites but
occasionally use apps
Leisure Travelers that
Only Use Apps

Research Options – Mobile Website vs. Mobile App
Business Mobile Travelers Leisure Mobile Travelers

6% 6%
Travel Products 13% Travel Products 8%
(Hotel/Flights) 31% (Hotel/Flights) 29%

7% 6%
Travel Destinations 13% Travel Destinations 8%
35% 32%

9% 10%
Local 15% Local 13%
39% 40%

0% 10% 20% 30% 40% 0% 10% 20% 30% 40%
Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers

Purchasing/Booking– Mobile Website vs. Mobile App

3% 1%
8% Extra Services 5%
Extra Services 11%
16%
3%
5% Travel Products 5%
Travel Products 10% (Hotel/Flight)
(Hotel/Flight) 17%
21%
4%
4% Local 7%
Local 11% 20%
24%
0% 10% 20%
0% 10% 20% 30%
Percentage of Business Mobile Travelers Percentage of Leisure Mobile Travelers

Post Purchase Activities – Mobile Website vs. Mobile App

8% 9%
Update Social Networks 18% Update Social Networks 17%
24% 24%
3% 3%
Use a Boarding Pass 12% 6%
20% Use a Boarding Pass
17%
4% 3%
Check-in for Flight 13%
Check-in for Flight 8%
31% 22%
6% 4%
Reference Travel Info 14%
34% Reference Travel Info 9%
30%
Make Changes to 3% 2%
9% Make Changes to
Reservation 21% 6%
Reservation 15%

0% 10% 20% 30% 40%
0% 10% 20% 30%

Apps – Costly & Niche Audience
An App-only strategy is flawed…

26% of all apps are never “When discussing traffic numbers on a
device basis, I think it’s important to note
used again after the first day that we’ve actively diverted millions of users
from our mobile website m.ebay.com to our
- Pinch Media, January 2011 iPhone, Android and BlackBerry apps.
However, despite us proactively diverting
traffic, mobile web revenue growth is
increasing at the same pace as our mobile
95% of apps are never used
app business. Therefore, it is important to
again after the first month have a mobile strategy that includes both
- Pinch Media, February 2010
mobile sites and apps.” Han-Shen Yuan
Director Platform Business Solutions
and Mobile Engineering for eBay Inc
October 2010.

Apps: An ongoing
commitment to high
overhead

Why the Mobile Web?
The stepping stone to apps
Apps are great if you have an investment & execution strategy in place, but...
Bringing an app to market takes time and $
Extra costs for every update
Lengthy and sometimes painful App Store approval process

The mobile web is the best first step to determine if you need, can or should create
an app
Shorter development & execution times
Test, refine, test
Get to know your audience by device, usage, iOS, etc.
Lower development & management costs

Use the mobile web to then bolster app distribution
You’ve captured and tested your audience

Options for Mobile Web Development
There are 3 ways to get there

1. Let your web
developers build it
in-house because
“it’s easy”

11/17/2011 Slide 27


2. Outsource it to a
screen scraping
mobile development
vendor because
“they won’t bother
your IT team”

11/17/2011 © 2011 Netbiscuits GmbH Slide 28


3. Use a mobile
platform that
leverages your
existing web
infrastructure
“because it’s future-
proof and scalable ”

What are the first steps?
Mobile Web Strategies

What Fits Mobile and What Doesn’t?
Understand your customers’ wants, needs and usage
What users do most?
• Search/Find/Compare
• Communicate/Socialize
• Transact/Interact
What users can do in a few clicks?
• Read: News, Sports, Weather
• Buy/reserve/contribute
• Listen, watch, talk, learn
• Check accounts, prices
• Vote, text, email

Don’t prioritize
complex tasks like
account set up

11/17/2011 © 2011 Netbiscuits GmbH Slide 31

Mobile is Not a Channel
Mobile is an Integrated Solution

Mobile CMS, CRM and Commerce updates should occur in same
systems as updates for traditional web.
In essence there is no Mobile…there is only web.

News worthy events in the travel industry happen, weather related
events are among the most common reasons a hospitality or travel
related organization would have to communicate via the web.
Your mobile communication should be simultaneous with any
traditional web communication.
The update on mobile web via screen scraping services could be
hours or days.

Commerce offers in the travel industry must be timely.

Create an Inventory
Common Elements of Mobile Web Sites
Inventory & Re-use your technical tools & resources
Desktop graphics & content SEO
Product Feed Data Video & Rich Content
Reviews & Forums CDN Acceleration
Support & Feedback Forms A/B Multivariate Testing
E-Commerce Platform CMS
Social Strategy (Facebook, Twitter) Partnerships & Alliances
Analytics E-mail strategy

Do Some Research
Common Resources & Tactics

Nothing beats feet on the ground
Take your competitors’ mobile experience for a
test drive
Talk to colleagues
Ask your kids
Use different devices!

Check out your analytics & find out what phones
your customers are using

Create a questionnaire on your website

Think about how you can use mobile to amplify or
augment desirable customer behavior

Product Ideation for Mobile Site Design
Consider Features & Use Cases

What tasks are important to your customers?
Contact info
Location/GPS
Customer Service & Feedback
Connect with other customers
Customer loyalty and rewards
Sign up for e-mail
Get product info
Compare prices
Purchase!

Think about Functionality
Consider Features & Use Cases

Design to solve the main problems or situations
your customers may find themselves in.
Timeliness – if you’re running a promo on
the desktop site or e-mail it should be
mobile too
Situational – is your customer traveling or
can you take advantage of their location?
Review your FAQ’s & most common tickets
Offer different ways to get it done:
Search & category browse
Think about what features, tasks or existing site
elements translate to mobile and design your
site around them

Design Considerations
Common Tactics for Mobile Usability

Keep important links & content above the
fold

Obey the 3-5-7 rule
No more than 3 clicks to any piece of
data, no more than 5 items on a page, no
more than 7 seconds to display the
content.

Do NOT duplicate your desktop site
Remove content that is not mobile friendly
or that doesn’t translate to mobile
PDF Files?

Re-use graphics and content when possible
Images with small text overlays in them
won’t look great on mobile phones

Devise an Implementation Strategy
Build or Buy?

Build – Web Smarts can translate
JQuery for Mobile
Sencha Touch
Open-source CMS systems
Blog platforms
Platform providers like Netbiscuits
Buy
Full Service Agencies
Custom CMS Solutions
Full Service Platform providers

• Get some experience now
• Release early & often!

High Level Thoughts
Mobile is a Powerful Channel

Mobile web is a powerful channel that you should use to augment
the other channels you use
Respect mobile web, because you will have customers that only have
mobile phones & no PC internet
Almost anything you can do on the desktop can be done on the
mobile web, but before you do it consider the implications

Best Practices
Mobile Web Tactics

Landing Pages for Marketing
Mobile Ad Banners direct to Mobile Landing Pages

Mobile Ad Banners direct to Social Media

QR Codes

A QR Code allows a camera on a mobile device to scan and connect
directly to the mobile internet. This QR Code becomes the real world
hyperlink and the mobile phone becomes the mouse. QR Codes can be
linked to photos, a mobile website, or a showcasing video. They can be
found in print ads, billboards, and other promotional materials.

Tags & Codes – In Magazine
Drive customer engagement from one channel to another!

Mobilized E-Mail
Redirect E-Mail Clicks to Optimized Mobile Sites & Offers

Land Rover Marketing

Free Promotions - Land Rover

Click Here for mobile friendly version.

Add Mobile to your Media Buys
Simplify the creation, management and delivery of rich mobile ads

Example Formats
Expandable
3D Flip
Interactive Swipe
Peel
Sticky
Portrait to Landscape
Interstitial
Shutter/Jalousie
360° Rotator

Tablet + Mobile Web
Dynamic Tablet Sites

Hybrid Apps
Rich functionality on the Mobile Web

Mobile Hybrid Apps integrate mobile
optimized websites into Native Apps
Available for all major OS such as
iPhone, Android, Windows, Blackberry,
Ovi
Save cost: One code base to publish to
mobile web and apps environments

Thank You
www.netbiscuits.com

m.netbiscuits.com
Craig Besnoy
Managing Director, U.S.
Tel +1-212-710-0541
Mobile: +1-917-674-0098
c.besnoy@netbiscuits.com

A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16

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A Day in the Life of the Mobile Traveler - Phocus Wright presentation 11-16