1.
!
2014
MOBILE TRENDS REPORT
!
- TRAVEL INDUSTRY-

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.
Some of our clients

4.
Pure Agency | Accorhotels.com - Meeting 02/12/2013 - Media Planning 2014
Mobile First is coming… Fast !

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.
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.
The potential for growth is still huge,
as only 30% of 5,2 billion mobile phones users have smartphones
Source: KPCB - may 2014

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.
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.
Mobile usage continues to rise rapidly !
Source: KPCB - may 2014

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.
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.
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.
Mobile Travel !
• Of course, smartphones are
ideal companions for travelers,
allowing them to access
information, services and
booking while on travel

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.
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.
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.
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.
!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.
# pain points

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.
Great User Experience & design
means good conversion rate

23.
How to streamline the check-out process ?
#pain points

24.
#frictionless transactions

25.
Roaming sucks !
#pain points

26.
the biggest #pain point ?
Silos organizations

27.
# hot trends
# best practices

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.
#hot trend : Mobile as the preferred channel
all along the Customer Journey
BEFORE DURING AFTER

30.
Mobile =
Digital Concierge

31.
Mobile =
Digital Concierge

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.
#hot trend : 1 billion pictures shared each day !

34.
#hot trend : Mobile + Video
Example :
!
Facebook
Mobile Video
Premium
Autorun 15’

35.
#hot trend : Mobile + Video
Source: KPCB - may 2014

36.
What about…
#mobile advertising

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.
But it remains totally under estimated by advertisers !
Source: KPCB - may 2014

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.
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.
Facebook + Mobile =
n°1 multi-screen
retargeting solution
#HOT TREND

42.
#what’s next
in mobile ?

43.
Bluetooth Low Energy
(BLE)
Micro-geolocalization Automatic data exchange
Beacons
#what’s next

44.
#what’s next
Wearables

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