What is the impact of mobile on your business?
First, let's see how large mobile is globally:
• Today 6 billion mobile devices
• 2020 12 billion mobile devices
• Today 9 billion connected devices (incl tablets, e-readers, etc)
• 2020 24 billion connected devices
*Stats from the GSMA, the global mobile industry trade group.
The Booming Mobile Market
Roughly 40% of mobile users in both North America & the UK plan on
buying the newest iPhone when it launches*
Apple sold over FOUR MILLION of its new iPhone 4S in just three days
after its launch on Friday
*According to research firm InMobi.
Roughly 40 percent of Western Europe and the US mobile
markets are dominated by smartphones*
Google: 190 million Android devices have been activated
around the world
72% of global users use mobile internet on a daily basis**
82% have used their mobile phone to research or purchase a
digital or physical product**
In the UK, mobile browsing will overtake desktop browsing by
*According to research conducted by Nielsen.
** MEF's recent Global Consumer Survey.
Making Money from Mobile
According to research by
Barclays Corporate, British
• £1.3 billion on m-
commerce in 2011
• 52% of UK consumers
using mobile devices at
one or more stages of the
• By 2021, total m-
commerce spend will be
According to a recent poll conducted by
TravelClick, 50% of hotels plan to put more
marketing dollars towards mobile websites and
Hotel Mobile Apps
What features do these apps include?
• Daily offers
• Mobile check-in
• Customer support
• Loyalty programme
• Hotel map & surrounding areas
Hotel Mobile Apps
What features do these apps include?
• Make/change/cancel a reservation
• Photos/videos of rooms & facilities
• Real-time room rates & availability
• Geo-location services
• Travel blogs
Mobile apps ain't cheap!
A custom mobile app can cost anywhere
between £20,000 to £200,000
Depends on how much money
your business can afford and on
Android is the most popular smartphone operating system
in the world but the iPhone is the most popular
smartphone in the world.
If you have the money, I'd recommend investing in both. If
money was an issue, Apple is the safer bet.
What about Blackberry & Microsoft?
It seems only business people Also with Microsoft - there are not
and young teenagers use a that many handsets out there to
Blackberry nowadays. According warrant a dedicated app just yet
to recent figures, their sales have
taken a nose dive
Premier Inn generates £1m from mobile
Launched mobile app in January 2011
App was downloaded 250,000 times in 3 months
Over 5% of hotel bookings in the UK made on mobile
£1 million in additional revenue from mobile bookings
Hilton Worldwide Mobile Apps
Hilton’s Senior VP of Corporate Strategy Kevin Jacobs said:
“Since over 80 per cent of Hilton’s guests travel with a mobile device and 40 per
cent use it to search travel, mobile apps make sense."
- Hilton’s mobile apps have seen more than 340,000 downloads
- Guests used them to book over 100,000 room-nights in 2010
- Revenue up 200 per cent
Choice Hotels iPhone Apps
1 million downloads from users in over 80 different countries
App generates thousands of same-day and next-day
reservations every month
Used by more than 1,500 consumers on a daily basis
Recently launched Android app and redesigned mobile website
A Cheaper Alternative?
Get a white-label app and brand it with your company's logo
Cross-platform integration (iOS, Android, Blackberry, etc)
Fully-branded app with the hotel's look and feel
But there are flaws with a
With 500,000 apps in the App Store, you may have a
hard time getting noticed
Sometimes all you need is a....
Mobile optimised website
(a site that works on any internet-enabled device)
Mobile users access their phone's browser to search
for restaurants, pubs and hotels
If your site isn't optimised for a 3.5 inch screen then
you're missing out on potential revenue.
Three fundamental features
of a mobile optimised website
Contact Information/Customer Care
Secure online reservation
Map to the hotel
Explore new ways to interact with mobile technology
Have iPod docking stations in hotel rooms (also doubles as a
Have a mobile charging station or provide chargers to the most
popular mobile phones
Finnish company, PowerKiss has wireless chargers built into
the furniture in hotels, airport lobbies and cafes
Mobile perks & location-based apps
How to incentivise mobile users and get to them to keep
Foursquare and other location-based social networking apps
attract, reward and engage mobile users
They offer 'Mayor' or nearby specials ie. a cup of joe, 10 per
cent off the menu, or a free night stay when users check in to
The WiFi should be FREE!!!
Add the cost of WiFi to the room bill just don’t charge guests
If you do charge for WiFi - please please don't make guests pay
per device (tablets, laptops, mobiles = ££££)
Any questions, thoughts, comments....
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