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2014
MOBILE TRENDS REPORT 	

!
- TRAVEL INDUSTRY-
Pure Agency @ a glance
2008FOUNDED IN
36TALENTS
50+CLIENTS
MOBILE FIRST
STRATEGY
MOBILE FIRST
DESIGN
MOBILE FIRST
DEVELOPM...
Some of our clients
Pure Agency | Accorhotels.com - Meeting 02/12/2013 - Media Planning 2014
Mobile First is coming… Fast !
PCs are now small share of connected devices
Source: Gartner, IDC, Strategy Analytics, Company Filings, BI Intelligence Es...
45%$
25%$
17%$
9%$
7%$
4%$
44%$
26%$
16%$
8%$ 8%$
6%$
43%$
26%$
15%$
7%$ 7%$
9%$
42%$
26%$
14%$
6%$
5%$
12%$
38%$
20%$
12%...
The potential for growth is still huge,
as only 30% of 5,2 billion mobile phones users have smartphones
Source: KPCB - may...
Email is already mobile first
• >48% of emails
were opened on a
smartphone in the
US in 2013
Source : Movable Ink Research...
Social Networks are Mobile First
• More than 50% of Linkedin audience
will come from smartphones in 2014
!
• More than 70%...
Mobile usage continues to rise rapidly !
Source: KPCB - may 2014
80% of smartphones run Android !
Android'
Apple'iOS'
Microso0'
BlackBerry'
Other'
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
8...
60% of tablets run Android
Android'
Apple'
Amazon'(Kindle'Fire)'
BlackBerry' Nook' Windows'
0%'
10%'
20%'
30%'
40%'
50%'
6...
But Apple has still edge in eCommerce traffic
iPad%
iPhone%
Android%Phone%
Android%Tablet%
Other%
0,0%%
10,0%%
20,0%%
30,0...
Mobile Travel !
• Of course, smartphones are
ideal companions for travelers,
allowing them to access
information, services...
Mobile Travel !
Travel sector is also one of the hottest battlefield for Mobile Services,
with a very high level of compet...
of Travel online bookings came
from mobile in Europe…
Source : PhoCusWright, Fitur Conference Madrid -
Mobile Bookings mar...
Some seem to become Mobile First
faster than others !
‣ 70% of last minute bookings @ Expedia, Orbitz,
Priceline are made ...
But few #pain points limit the adoption of
travel mobile services
On a global level, adoption of mobile travel services
re...
!65%!!
!79%!! !79%!!
!87%!!
!81%!!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
80%!
90%!
100%!
USA! UK! France! Germany! Nether...
# pain points
#pain points
Source : Deloitte & Touche
Cross device consumer
experience is UNCONSISTENT
!
… While your customers spend
se...
Great User Experience & design
means good conversion rate
How to streamline the check-out process ?
#pain points
#frictionless transactions
Roaming sucks !
#pain points
the biggest #pain point ?
Silos organizations
# hot trends
# best practices
Mobile = Context
#hot trend
New technologies are
powering smartphones so that
they can prominently display
all of the info...
#hot trend : Mobile as the preferred channel
all along the Customer Journey
BEFORE DURING AFTER
Mobile =
Digital Concierge
Mobile =
Digital Concierge
there’s an app for that
#hot trend
« We’re entering the age of apps as service layers.
These are apps you have on your pho...
#hot trend : 1 billion pictures shared each day !
#hot trend : Mobile + Video
Example :
!
Facebook
Mobile Video
Premium
Autorun 15’
#hot trend : Mobile + Video
Source: KPCB - may 2014
What about…
#mobile advertising
Worldwide mobile advertising market
will double its size in 2014
0
10
20
30
40
2011 2012 2013 2014
Source eMarketer.com - ...
But it remains totally under estimated by advertisers !
Source: KPCB - may 2014
How surprising… France is late !
Source PwC/SRI - via ZDNet.fr/chiffes-cles
SHARE OF MOBILE IN DIGITAL MEDIA SPENDINGS
0
5
...
Google and Facebook are driving
0,0
2,5
5,0
7,5
10,0
Google Facebook Twitter Autres
2011
2012
2013
INCOMES FROM MOBILE ADV...
Facebook + Mobile =
n°1 multi-screen
retargeting solution
#HOT TREND
#what’s next
in mobile ?
Bluetooth Low Energy
(BLE)
Micro-geolocalization Automatic data exchange
Beacons
#what’s next
#what’s next
Wearables
# the next big thing in mobile
6%#
9%#
19%#
2%#
4%#
7%#
7%#
17%#
7%#
22%#
0%# 5%# 10%# 15%# 20%#
Other#
Connected#TV#
Ever...
Mobile Trends Report 2014 for Travel industry
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Mobile Trends Report 2014 for Travel industry

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Mobile Trends 2014 for Travel Industry : Mobile First best practices for Travel, key-figures, iOS and Android penetration, mobile advertising, wearables, mobile marketing, , PureAgency.com, mobile and video, mobile and socia, internet trends, mobile predictions

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  • One of the other trends, albeit not cutting-edge, is GPS. We, at Neev, developed an Android app that provides a map-based guide to tourists who are touring a new city. Based on the GPS location of the user, the application show locations of interest nearby to the user. Read more about it here: http://www.neevtech.com/client/case-study/tripflick/
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Mobile Trends Report 2014 for Travel industry

  1. 1. ! 2014 MOBILE TRENDS REPORT ! - TRAVEL INDUSTRY-
  2. 2. Pure Agency @ a glance 2008FOUNDED IN 36TALENTS 50+CLIENTS MOBILE FIRST STRATEGY MOBILE FIRST DESIGN MOBILE FIRST DEVELOPMENT MOBILE FIRST STRATEGY ! CONTACT@PUREAGENCY.COM
  3. 3. Some of our clients
  4. 4. Pure Agency | Accorhotels.com - Meeting 02/12/2013 - Media Planning 2014 Mobile First is coming… Fast !
  5. 5. PCs are now small share of connected devices Source: Gartner, IDC, Strategy Analytics, Company Filings, BI Intelligence Estimates Personal)Computers) Smartphones) Tablets) Smart)TVs) Wearables) 0) 200)000)000) 400)000)000) 600)000)000) 800)000)000) 1)000)000)000) 1)200)000)000) 1)400)000)000) 1)600)000)000) 1)800)000)000) 2000) 2001) 2002) 2003) 2004) 2005) 2006) 2007) 2008) 2009) 2010) 2011) 2012) 2013) Units& Source : Business Intelligence / Business Insider
  6. 6. 45%$ 25%$ 17%$ 9%$ 7%$ 4%$ 44%$ 26%$ 16%$ 8%$ 8%$ 6%$ 43%$ 26%$ 15%$ 7%$ 7%$ 9%$ 42%$ 26%$ 14%$ 6%$ 5%$ 12%$ 38%$ 20%$ 12%$ 4%$ 5%$ 20%$ 0%$ 5%$ 10%$ 15%$ 20%$ 25%$ 30%$ 35%$ 40%$ 45%$ 50%$ TV$ Online$ Radio$ Print$ Other$ Mobile$ 2009$ 2010$ 2011$ 2012$ 2013$ Mobile is the only media time that is growing Source: eMarketer, August 2013 U.S. Consumer Media Consumption Share
  7. 7. The potential for growth is still huge, as only 30% of 5,2 billion mobile phones users have smartphones Source: KPCB - may 2014
  8. 8. Email is already mobile first • >48% of emails were opened on a smartphone in the US in 2013 Source : Movable Ink Research january 2014
  9. 9. Social Networks are Mobile First • More than 50% of Linkedin audience will come from smartphones in 2014 ! • More than 70% of Facebook incomes will come from mobile in 2014
  10. 10. Mobile usage continues to rise rapidly ! Source: KPCB - may 2014
  11. 11. 80% of smartphones run Android ! Android' Apple'iOS' Microso0' BlackBerry' Other' 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# Q3#2009# Q4#2009# Q1#2010# Q2#2010# Q3#2010# Q4#2010# Q1#2011# Q2#2011# Q3#2011# Q4#2011# Q1#2012# Q2#2012# Q3#2012# Q4#2012# Q1#2013# Q2#2013# Q3#2013# Q4#2013# Global'Smartphone'Market'Share'By'Pla=orm' Source : Business Intelligence / Business Insider
  12. 12. 60% of tablets run Android Android' Apple' Amazon'(Kindle'Fire)' BlackBerry' Nook' Windows' 0%' 10%' 20%' 30%' 40%' 50%' 60%' 70%' 80%' 90%' 100%' Q2'2010' Q3'2010' Q4'2010' Q1'2011' Q2'2011' Q3'2011' Q4'2011' Q1'2012' Q2'2012' Q3'2012' Q4'2012' Q1'2013' Q2'2013' Q3'2013' Q4'2013' Source : Business Intelligence / Business Insider
  13. 13. But Apple has still edge in eCommerce traffic iPad% iPhone% Android%Phone% Android%Tablet% Other% 0,0%% 10,0%% 20,0%% 30,0%% 40,0%% 50,0%% 60,0%% 70,0%% 80,0%% 90,0%% 100,0%% Q1%2011% Q2%2011% Q3%2011% Q4%2011% Q1%2012% Q2%2012% Q3%2012% Q4%2012% Q1%2013% Q2%2013% Q3%2013% Source : Business Intelligence / Business Insider
  14. 14. Mobile Travel ! • Of course, smartphones are ideal companions for travelers, allowing them to access information, services and booking while on travel
  15. 15. Mobile Travel ! Travel sector is also one of the hottest battlefield for Mobile Services, with a very high level of competition and thousands of new « Digital Native » innovating actors. ! While the digital revolution accelerates, traditional actors may be left over if they don’t embrace the Mobile First Shift !
  16. 16. of Travel online bookings came from mobile in Europe… Source : PhoCusWright, Fitur Conference Madrid - Mobile Bookings market share is growing 0 5,25 10,5 15,75 21 UK ITALY FRANCE GERMANY SPAIN SCANDINAVIA Mobile bookings in 2015 18% 21% 17% 20% 18% 17% In 2014, more than 15% …In 2015, more than 20% In 2013, 11%
  17. 17. Some seem to become Mobile First faster than others ! ‣ 70% of last minute bookings @ Expedia, Orbitz, Priceline are made through mobile services ! ‣ 25% of B2B bookings come from mobile @Marriott ! ‣ 50% of Airbnb traffic will come from mobile in 2014, 50% of sales in 2015 !
  18. 18. But few #pain points limit the adoption of travel mobile services On a global level, adoption of mobile travel services remains pretty limited. ! Why ? ! 78% of travelers cited usability concerns as a reason they might not use mobile for travel ! (source : SITA / Air Transport World Passenger IT Trends) !
  19. 19. !65%!! !79%!! !79%!! !87%!! !81%!! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! 80%! 90%! 100%! USA! UK! France! Germany! Netherlands! %"Who"Said"Ease"Of"Use"Would"Have"A"Posi6ve"Impact" Mobile Ease Of Use Would Attract More People To Complete Travel Purchases On Smartphones Source : EyeforTravel Travel Consumer Report 2012/2013 Would ease of use on a smartphone positively impact on your decision to make your holiday or travel bookings a site?
  20. 20. # pain points
  21. 21. #pain points Source : Deloitte & Touche Cross device consumer experience is UNCONSISTENT ! … While your customers spend several sessions to think about, research, compare and then book their hotel room… ! … Most of times using several devices !
  22. 22. Great User Experience & design means good conversion rate
  23. 23. How to streamline the check-out process ? #pain points
  24. 24. #frictionless transactions
  25. 25. Roaming sucks ! #pain points
  26. 26. the biggest #pain point ? Silos organizations
  27. 27. # hot trends # best practices
  28. 28. Mobile = Context #hot trend New technologies are powering smartphones so that they can prominently display all of the info you need, based on your mobile behavior. 
  29. 29. #hot trend : Mobile as the preferred channel all along the Customer Journey BEFORE DURING AFTER
  30. 30. Mobile = Digital Concierge
  31. 31. Mobile = Digital Concierge
  32. 32. there’s an app for that #hot trend « We’re entering the age of apps as service layers. These are apps you have on your phone but only open when you know they explicitly have something to say to you. They aren’t for ‘idle browsing,’ they’re purpose-built & informed by contextual signals like hardware sensors, location, history of use & predictive computation. » - Matthew Panzarino, TechCrunch, 5/15/14
  33. 33. #hot trend : 1 billion pictures shared each day !
  34. 34. #hot trend : Mobile + Video Example : ! Facebook Mobile Video Premium Autorun 15’
  35. 35. #hot trend : Mobile + Video Source: KPCB - may 2014
  36. 36. What about… #mobile advertising
  37. 37. Worldwide mobile advertising market will double its size in 2014 0 10 20 30 40 2011 2012 2013 2014 Source eMarketer.com - via ZDNet.fr/chiffes-cles WORLDWIDE MOBILE ADVERTISING INCOMES (BILLIONS) 18,5 35
  38. 38. But it remains totally under estimated by advertisers ! Source: KPCB - may 2014
  39. 39. How surprising… France is late ! Source PwC/SRI - via ZDNet.fr/chiffes-cles SHARE OF MOBILE IN DIGITAL MEDIA SPENDINGS 0 5 10 15 20 US UK IT FR 8%
  40. 40. Google and Facebook are driving 0,0 2,5 5,0 7,5 10,0 Google Facebook Twitter Autres 2011 2012 2013 INCOMES FROM MOBILE ADVERTISING (BILLION $) Source eMarketer.com - via ZDNet.fr/chiffes-cles
  41. 41. Facebook + Mobile = n°1 multi-screen retargeting solution #HOT TREND
  42. 42. #what’s next in mobile ?
  43. 43. Bluetooth Low Energy (BLE) Micro-geolocalization Automatic data exchange Beacons #what’s next
  44. 44. #what’s next Wearables
  45. 45. # the next big thing in mobile 6%# 9%# 19%# 2%# 4%# 7%# 7%# 17%# 7%# 22%# 0%# 5%# 10%# 15%# 20%# Other# Connected#TV# Everything#As#A#Service## Indoor#LocaBon# Distance#Learning# Mobile#AdverBsing# Mobile#Health# Mobile#Wallet# Connected#Car# Wearables# Source : Business Intelligence / Business Insider

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