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the power of
mobile web for tourism
      presented at Technology Solutions for Tourism, Edinburgh




                                      http://www.flickr.com/photos/karen_roe
Part 1: The mobile landscape




          http://www.flickr.com/photos/egfocus/6310425940
77%
                            of the planet
                        owns a mobile devices




or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int
85%                of new handsets now include
                                 a web browser       ...and (most of) the rest
                                                          can easily install one




Source: Tomi Ahonen Consulting                                     http://www.flickr.com/photos/bitchbuzz/3839355559
1.3 billion
  already use the ‘mobile internet’




...includes WAP and ‘real web’ via Tomi Ahonen Consulting
...and for some of us, a mobile device
                                                                                               is the only access point

                                                                             Russia 19%
                                                  UK 22%
                                                                                                                                  China 22%
      USA 25%
                                                                                                 India 59%
   25% of                                                    Egypt 70%
   American’s
   don’t use the                                                                                  2-3GB                         home ADSL
   Internet at all                                                                                data                          ~$100/mth,
                                                                                                  ~$2/mth                       PAYG unlimited
                                                                                                                                mobile data
                                                                                                                                ~$17/mth
                                                                                                     Indonesia 44%
                                                              S. Africa 57%




Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010
Related: Opera mobile-only study specific to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
“
One of the interesting estimates is that there are
about 35 billion devices connected to the Internet.
Soon, there will be so many that we’ll stop
counting.
- Eric Schmidt, Google




                                        http://www.flickr.com/photos/chelsea_nj/4223680604
but mobile devices
   aren’t just small




  http://www.flickr.com/photos/scobleizer/5263223798
they’re whatever shape...



         http://www.flickr.com/photos/mackarus/4289960218
we can dream up...




http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
“           With current growth rates, Web access by people
              on the move—via laptops and smart mobile devices—
              is likely to exceed web access from desktop
              computers within the next five years.




...or by 2015 - Source: ITU vis mobiThinking      http://www.flickr.com/photos/whiteafrican/2938685296
Part 2: Mobile behaviour
using the internet
is no longer “an activity”...




       http://www.flickr.com/photos/whatcouldgowrong/5320553588
envir
                  onme
                      n   t                              focused user


                                                                                              privacy




reliable
network

unlimited
 data
                                                                                              comfy chair




                                                                  with a specific context
                              full-sized keyboard
                                                                                             work surface



                                          reliable power source
                                                                         http://www.flickr.com/photos/fuzzcat/22019163
...and therefore web
                            browser


 the best computer is now
the one you have with you




          http://www.flickr.com/photos/ghewgill/5046616680
“
...the mobile internet is more convenient
than my home connection...
say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF




                                      http://www.flickr.com/photos/earlysound/4490601295
this is having a dramatic impact on

our behaviour and our expectations...

                                        http://www.flickr.com/photos/misbehave/2352753067
public space

                                                                  distractions



                                               this is (still) ‘mobile’...

                          limited aention




                      glanceable?
               one hand              simple?


                               tedious input


                                personal



                                                      http://www.flickr.com/photos/oimax/3800475934
environment                                reliable
                                             network
  focused user



                            unlimited data




            full-sized
                         but it’s now also this...
            keyboard
                                                              privacy



comfy                                              work surface
 chair


                                   reliable power source



                                 http://www.flickr.com/photos/othree/5224045406
focused
                                     user
                  1hr train ride
                                             privacy

            reliable
          network?                  comfy
        unlimited wi ?               chair

                 two
                hands



reliable power source?




                                                       and this...
typing with      prone to
   one hand     interruptions




                                         and this...
gravity




                       http://www.flickr.com/photos/jakecaptive/156377806
...and soon this




“Sir, we’ll be landing soon. Could you please shut off your book?”
- Flight attendant, April 2011
mobile stereotypes
        are still correct


  http://www.flickr.com/photos/perspective/551635568/
mobile is incredibly useful
                   “on the go”



            http://www.flickr.com/photos/unlistedsightings
80% use mobile during
                                                        miscellaneous downtime...




Source: Compete quarterly smartphone report, Jan 2010           http://www.flickr.com/photos/akashkurdekar/2959140399
80% use mobile while waiting
                                                        in line or for an appointment...




Source: Compete quarterly smartphone report, Jan 2010               http://www.flickr.com/photos/bensutherland/5279672723
is she a “typical
                      mobile user”?


                    what is a “typical
                     mobile user”?




 but the device and context
no longer go hand-in-hand



          http://www.flickr.com/photos/7802947@N02/5547816310
mobile is increasingly being combined with longer
or completely ‘non-mobile’ contexts or activities...
62% use mobile
                                                        while watching TV




Source: Compete quarterly smartphone report, Jan 2010      http://www.flickr.com/photos/bcmom/375125992
64% use mobile
                                                                             at work




Source: Compete quarterly smartphone report, Jan 2010   http://www.flickr.com/photos/cogdog/4031808064
69% use mobile for
                                                        point of sale research
                                                                while shopping




Source: Compete quarterly smartphone report, Jan 2010         http://www.flickr.com/photos/lollaping/3327541574
mobile is also used
                                                                  to time-shift



                        59%                     ...and follow up
                          sometimes             on the PC
                          visit a site
                          on mobile




Source: Yahoo mobile shopping framework study            http://www.flickr.com/photos/chelsea_nj/4223680604
34%
                           visit a site on
                                                and follow-up
                                                 on mobile
                                  the PC




Source: Yahoo mobile shopping framework study       http://www.flickr.com/photos/chelsea_nj/4223680604
Research on smartphone,
                                                                                            and so on...
                                        67%         then buy in store.


                                                                   Research on smartphone,
                                                         23%       then visit store to check
                                                                   product out, then buy on PC.


                                                                   Research on smartphone,
                                                         16%       then visit store to check product
                                                                   out, then buy on smartphone.


                                                Visit store, then buy
                                      9%        on smartphone.



Source: Yahoo mobile shopping framework study                                 http://www.flickr.com/photos/chelsea_nj/4223680604
...facilitating completion
                                                     of larger tasks




“The most expensive item sold via eBay’s
mobile app was a 1985 Piper PA-46-310P
Malibu airplane for $265,000.“ src: Mashable
                                                       http://en.wikipedia.org/wiki/Piper_PA-46
“The largest purchase on the M&S mobile
web site last Christmas was two sofas
costing over £3000 ($5000)“ src: Marketing Week

                                   and important life decisions...




                                           http://www.flickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
herein lies the true power of mobile
the power of mobile
is that it acts as a bridge
   between physical and
            digital experiences

  http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
Part 3: The mobile traveller
mobile use is growing
rapidly amongst travellers




         http://www.flickr.com/photos/spree2010/4930763550
over the past 6
                                                 months mobile web
                                                 traffic to travel sites
                                                   has increased by


                                                   72%


Source: Mobile browsing on travel sites up 72%      http://www.flickr.com/photos/msciba/519772500
mobile now
                                         accounts for   17.4%       of access to all
                                                                    travel sites


Source: Mobile browsing on travel sites up 72%              http://www.flickr.com/photos/paleontour/124416789
Source: Mobile browsing on travel sites up 72%




47%   expect to use their mobile device for
      their travel needs at their destination
37%
                                                     will use a mobile
                                                 device for restaurants
                                                               research


Source: Mobile browsing on travel sites up 72%        http://www.flickr.com/photos/edans/4006273845
26%
   will use a mobile
  device for attraction
 and accommodations
        research




Source: Mobile browsing on travel sites up 72%   http://www.flickr.com/photos/anniemole/5354206703
the average length of mobile research
                                                     sessions is surprisingly long...

                                                                                     31 min
                                                                                     travel




                                                                19 min
                                                     17 min     food &
                                                     dining    beverage




                                                     dining     food &                 travel
                                                               beverage


Source: Mobile shopping framework study, Yahoo                                                                a
                                                                    http://www.flickr.com/photos/johanl/5619897608
context and level of urgency often
    reflect the devices used....
before the journey....




                    “I’m planning                  14%
                                              of laptop users book a hotel
                    my holidays”
                                                    for the same day




Source: Orbitz travel web site                              http://www.flickr.com/photos/chelsea_nj/4223680604
during the journey....




                   “...where shall
                   we go next...?”
                                                 30%
                                                  of tablet phone
                                                users book a hotel
                                                 for the same day




Source: Orbitz travel web site                           http://www.flickr.com/photos/chelsea_nj/4223680604
just in time....




                       “@!&*...we
                       missed our                  65%
                                                  of mobile phone
                        flight...!”                users book a hotel
                                                   for the same day




Source: Orbitz travel web site                              http://www.flickr.com/photos/chelsea_nj/4223680604
so how does this all add up?
    (a few examples....)
scenario #1
planning a trip is a journey unto itself...
at home
watching TV...




                 http://www.flickr.com/photos/kaichanvong/5542546563
...sees a
      tourism advert...




http://www.flickr.com/photos/brunoleveque/5675275834
while still on
...visits the site    the sofa...

then saves the URL for later



                                      http://www.flickr.com/photos/marcoarment/1956292424
...visits the site again
       (while on lunch break...)
then calls to make a booking...

               http://www.flickr.com/photos/faceme/2882556082
scenario #2
travel and serendipity go hand in hand
you’re on a city
                       bus tour...




http://www.flickr.com/photos/karenandkerry/2137457989
...and spot
a lovely pub...




                  http://www.flickr.com/photos/shadowgate/1232353962
...you look it up
           on Facebook

                       while still on
                        the bus..




http://www.flickr.com/photos/preetamrai/4620829766
...and return later
that day for a pint



                      http://www.flickr.com/photos/karenandkerry/6147417120
scenario #3
travel is about making (and sharing) memories
...you discover something
wonderful at the museum...



         http://www.flickr.com/photos/shadowgate/1231450023
while still at
the museum...

                                       ...look it up
                             on Wikipedia...




                  http://www.flickr.com/photos/bryanalexander/2995152153
...share photos
of it while having tea
at the museum coffee shop




          free wi- !!




                           http://www.flickr.com/photos/globalx/4777255389
and re-live the memories
whenever it strikes your fancy




             http://www.flickr.com/photos/krossbow/4509414056
...a trip isn’t a single event...it’s a journey
...your digital experiences should
embrace all stages of that journey :-)
Part 4: Tips and ideas




 http://www.flickr.com/photos/chrisbrenschmidt/1832787028
TIPS

       For those who don’t yet offer a mobile
       optimised experience....
developing a mobile strategy takes time,
but there are things you can do today...
Step #1

          Check your analytics
          determine which devices access your site most often
          and what pages or sections are most popular

          • this valuable information can inform testing, design
            and your overall mobile strategy

          Reminder: traffic to from mobile to desktop sites is
          approaching 10% globally (and over 17% for travel sites!)
Step #2

          Test the most critical and commonly
          accessed content from your desktop site
          using the devices discovered in step 1
          • ensure mobile users can accomplish key tasks such as
           logging-in, reviewing a menu or events calendar, or
           completing a purchase or booking (even if the overall
           usability is sometimes poor)
          • fix as many problems as you can and/or add them to
           your mobile strategy roadmap
BONUS

        Test all your partner services!
        • third party services such as advertising, font hosting,
          social media widgets, and even analytics may not work on
          all mobile devices
        • some may fail while others may slow page load
        • be sure to test any service that delivers key functionality
          (e.g. commenting plugins, analytics and even social
          widgets if you rely on these to track engagement)
BONUS

        Be pragmatic
        • take advantage of services that are already well optimised
             • Facebook        • TripAdvisor
             • Twitter         • Google Maps
             • YouTube         • SlideShare
        Note: ‘well optimised’ means lightweight, with mobile
        friendly layout, good level of site-to-site URL integrity and
        support for most modern smartphones.
Step #3

          Lighten up!
          • look for opportunities to reduce page weight
          • this will also assist laptop users who may access your
            site using unpredictable coffee shop and airport wi-fi

          (besides...no one likes to surf a slow web site)
Step #4

          Enhance where you can
          • look for opportunities to enhance content using new
           technologies (which are often supported on mobile and
           desktop browsers)
           • you don’t have to be on a mobile to appreciate the
             value of location technologies when using a store
             locator feature
           • mobile users will always appreciate being able to click
             a phone number to automatically trigger a call
origin of visitors to Scotland
 many visitors pay
                                                Scotland
 for data while travelling                        39%




                                     Overseas
                                       17%                                 England
                                                                             40%
                                           Rest of UK
                                              4%



                                Overseas visits comprised of:
                                 •   51% Europe
                                 •   15% US
                                 •   4% Canada
                                 •   4% Australia
                                 •   26% Rest of world

Source: Tourism Scotland 2007                       http://www.flickr.com/photos/brunoleveque/5675275834
BONUS

        Provide free wi-fi
        • offering free wi-fi can drive traffic
        • free wi-fi will encourages visitors to post photos,
          share comments, or even consult your web site while
          they are on-site
        • if your attraction is outdoors, or extensive in size,
          consider providing free wi-fi at common rest points
          such as toilets or the coffee shop
wi-fi hotspot traffic is now
                                                primarily coming from mobile

                    changing patterns in mobile usage at wi-fi hotspots
  2008                                       99.9%

  2008                                       88.5%                                      11.5%

  2009                                       73.9%

  2010                                       65.9%                       34.1%

   2011                              41.1%                 58.9%

                                laptop                        mobile device




Source: Boingo wi-fi hotspot trends                            http://www.flickr.com/photos/chelsea_nj/4223680604
TIPS

       For those who already offer a mobile
       optimised experience (could be a native
       app or a mobile web site)...
Check your URLs
ensure users who email, Tweet or link to content can
access that URL from any device

• if equivalent content doesn’t exist on one of your sites,
  implement a friendly error page offering the most likely
  alternatives
(...if that content is ‘trapped’ within a native app, you may
still have a problem...)
TIPS

       For everyone...
Think of the user journey
explore other ways to tie the experiences together

• can a user begin a transaction on one site,
 and complete it on another?
• can mobile phone users bail out of a transaction and
 easily trigger a call (...reference number in hand so an
 agent can complete that transaction)?
• could you better align language and task flow,
 to improve usability for users who drift from one site
 to another?
...should I even
 bother opening this
email marketing offer
    on my phone?




   40%
  use mobile email
 “almost every day”
         (in 2010!)




Source: Comscore       http://www.flickr.com/photos/zenilorac/698514624
BONUS

        Start simple and experiment
        • experiment with simple solutions that you can
         launch quickly and cheaply

        • think of ways to use tools that are already on the
         device your audience is carrying

        • use these trials to inform your long-term mobile
         strategy
...what is a cheap,
and quick alternative
    to a paper map?
          ...or an expensive,
       bespoke interactive one?
     http://www.flickr.com/photos/janekm/217195273
downloadable PDF maps sized to fit the most common devices
accessing your web site (based on the data in your analytics)




                                               most devices now have
                                                 very nice, zoomable,
                                               searchable PDF readers



                                           http://www.flickr.com/photos/webtreatsetc/4860505549/
remember, this is
your journey as well..




                         http://www.flickr.com/photos/puptoes74/4805467277
have fun...
    take your time, and
listen to your visitors :-)


         http://www.flickr.com/photos/lyng883/298967414/
s
contact u
at
              hello@yiibu.com
  find this presentation and many others at...
  slideshare.net/yiibu

  many thanks to the amazing photographers on

   http://www.flickr.com/creativecommons/by-2.0



                                                                  thank you
        http://creativecommons.org/licenses/by/2.0




                                                                                    @yiibu




                                                     http://www.flickr.com/photos/tinou/453593446

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The Power of Mobile Web for Tourism

  • 1. the power of mobile web for tourism presented at Technology Solutions for Tourism, Edinburgh http://www.flickr.com/photos/karen_roe
  • 2. Part 1: The mobile landscape http://www.flickr.com/photos/egfocus/6310425940
  • 3. 77% of the planet owns a mobile devices or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int
  • 4. 85% of new handsets now include a web browser ...and (most of) the rest can easily install one Source: Tomi Ahonen Consulting http://www.flickr.com/photos/bitchbuzz/3839355559
  • 5. 1.3 billion already use the ‘mobile internet’ ...includes WAP and ‘real web’ via Tomi Ahonen Consulting
  • 6. ...and for some of us, a mobile device is the only access point Russia 19% UK 22% China 22% USA 25% India 59% 25% of Egypt 70% American’s don’t use the 2-3GB home ADSL Internet at all data ~$100/mth, ~$2/mth PAYG unlimited mobile data ~$17/mth Indonesia 44% S. Africa 57% Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010 Related: Opera mobile-only study specific to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
  • 7. “ One of the interesting estimates is that there are about 35 billion devices connected to the Internet. Soon, there will be so many that we’ll stop counting. - Eric Schmidt, Google http://www.flickr.com/photos/chelsea_nj/4223680604
  • 8. but mobile devices aren’t just small http://www.flickr.com/photos/scobleizer/5263223798
  • 9. they’re whatever shape... http://www.flickr.com/photos/mackarus/4289960218
  • 10. we can dream up... http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
  • 11. With current growth rates, Web access by people on the move—via laptops and smart mobile devices— is likely to exceed web access from desktop computers within the next five years. ...or by 2015 - Source: ITU vis mobiThinking http://www.flickr.com/photos/whiteafrican/2938685296
  • 12. Part 2: Mobile behaviour
  • 13. using the internet is no longer “an activity”... http://www.flickr.com/photos/whatcouldgowrong/5320553588
  • 14. envir onme n t focused user privacy reliable network unlimited data comfy chair with a specific context full-sized keyboard work surface reliable power source http://www.flickr.com/photos/fuzzcat/22019163
  • 15. ...and therefore web browser the best computer is now the one you have with you http://www.flickr.com/photos/ghewgill/5046616680
  • 16. “ ...the mobile internet is more convenient than my home connection... say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF http://www.flickr.com/photos/earlysound/4490601295
  • 17. this is having a dramatic impact on our behaviour and our expectations... http://www.flickr.com/photos/misbehave/2352753067
  • 18. public space distractions this is (still) ‘mobile’... limited aention glanceable? one hand simple? tedious input personal http://www.flickr.com/photos/oimax/3800475934
  • 19. environment reliable network focused user unlimited data full-sized but it’s now also this... keyboard privacy comfy work surface chair reliable power source http://www.flickr.com/photos/othree/5224045406
  • 20. focused user 1hr train ride privacy reliable network? comfy unlimited wi ? chair two hands reliable power source? and this...
  • 21. typing with prone to one hand interruptions and this... gravity http://www.flickr.com/photos/jakecaptive/156377806
  • 22. ...and soon this “Sir, we’ll be landing soon. Could you please shut off your book?” - Flight attendant, April 2011
  • 23. mobile stereotypes are still correct http://www.flickr.com/photos/perspective/551635568/
  • 24. mobile is incredibly useful “on the go” http://www.flickr.com/photos/unlistedsightings
  • 25. 80% use mobile during miscellaneous downtime... Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/akashkurdekar/2959140399
  • 26. 80% use mobile while waiting in line or for an appointment... Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bensutherland/5279672723
  • 27. is she a “typical mobile user”? what is a “typical mobile user”? but the device and context no longer go hand-in-hand http://www.flickr.com/photos/7802947@N02/5547816310
  • 28. mobile is increasingly being combined with longer or completely ‘non-mobile’ contexts or activities...
  • 29. 62% use mobile while watching TV Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bcmom/375125992
  • 30. 64% use mobile at work Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/cogdog/4031808064
  • 31. 69% use mobile for point of sale research while shopping Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/lollaping/3327541574
  • 32. mobile is also used to time-shift 59% ...and follow up sometimes on the PC visit a site on mobile Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
  • 33. 34% visit a site on and follow-up on mobile the PC Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
  • 34. Research on smartphone, and so on... 67% then buy in store. Research on smartphone, 23% then visit store to check product out, then buy on PC. Research on smartphone, 16% then visit store to check product out, then buy on smartphone. Visit store, then buy 9% on smartphone. Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
  • 35. ...facilitating completion of larger tasks “The most expensive item sold via eBay’s mobile app was a 1985 Piper PA-46-310P Malibu airplane for $265,000.“ src: Mashable http://en.wikipedia.org/wiki/Piper_PA-46
  • 36. “The largest purchase on the M&S mobile web site last Christmas was two sofas costing over £3000 ($5000)“ src: Marketing Week and important life decisions... http://www.flickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
  • 37. herein lies the true power of mobile
  • 38. the power of mobile is that it acts as a bridge between physical and digital experiences http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
  • 39. Part 3: The mobile traveller
  • 40. mobile use is growing rapidly amongst travellers http://www.flickr.com/photos/spree2010/4930763550
  • 41. over the past 6 months mobile web traffic to travel sites has increased by 72% Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/msciba/519772500
  • 42. mobile now accounts for 17.4% of access to all travel sites Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/paleontour/124416789
  • 43. Source: Mobile browsing on travel sites up 72% 47% expect to use their mobile device for their travel needs at their destination
  • 44. 37% will use a mobile device for restaurants research Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/edans/4006273845
  • 45. 26% will use a mobile device for attraction and accommodations research Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/anniemole/5354206703
  • 46. the average length of mobile research sessions is surprisingly long... 31 min travel 19 min 17 min food & dining beverage dining food & travel beverage Source: Mobile shopping framework study, Yahoo a http://www.flickr.com/photos/johanl/5619897608
  • 47. context and level of urgency often reflect the devices used....
  • 48. before the journey.... “I’m planning 14% of laptop users book a hotel my holidays” for the same day Source: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
  • 49. during the journey.... “...where shall we go next...?” 30% of tablet phone users book a hotel for the same day Source: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
  • 50. just in time.... “@!&*...we missed our 65% of mobile phone flight...!” users book a hotel for the same day Source: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
  • 51. so how does this all add up? (a few examples....)
  • 52. scenario #1 planning a trip is a journey unto itself...
  • 53. at home watching TV... http://www.flickr.com/photos/kaichanvong/5542546563
  • 54. ...sees a tourism advert... http://www.flickr.com/photos/brunoleveque/5675275834
  • 55. while still on ...visits the site the sofa... then saves the URL for later http://www.flickr.com/photos/marcoarment/1956292424
  • 56. ...visits the site again (while on lunch break...) then calls to make a booking... http://www.flickr.com/photos/faceme/2882556082
  • 57. scenario #2 travel and serendipity go hand in hand
  • 58. you’re on a city bus tour... http://www.flickr.com/photos/karenandkerry/2137457989
  • 59. ...and spot a lovely pub... http://www.flickr.com/photos/shadowgate/1232353962
  • 60. ...you look it up on Facebook while still on the bus.. http://www.flickr.com/photos/preetamrai/4620829766
  • 61. ...and return later that day for a pint http://www.flickr.com/photos/karenandkerry/6147417120
  • 62. scenario #3 travel is about making (and sharing) memories
  • 63. ...you discover something wonderful at the museum... http://www.flickr.com/photos/shadowgate/1231450023
  • 64. while still at the museum... ...look it up on Wikipedia... http://www.flickr.com/photos/bryanalexander/2995152153
  • 65. ...share photos of it while having tea at the museum coffee shop free wi- !! http://www.flickr.com/photos/globalx/4777255389
  • 66. and re-live the memories whenever it strikes your fancy http://www.flickr.com/photos/krossbow/4509414056
  • 67. ...a trip isn’t a single event...it’s a journey
  • 68. ...your digital experiences should embrace all stages of that journey :-)
  • 69. Part 4: Tips and ideas http://www.flickr.com/photos/chrisbrenschmidt/1832787028
  • 70. TIPS For those who don’t yet offer a mobile optimised experience....
  • 71. developing a mobile strategy takes time, but there are things you can do today...
  • 72. Step #1 Check your analytics determine which devices access your site most often and what pages or sections are most popular • this valuable information can inform testing, design and your overall mobile strategy Reminder: traffic to from mobile to desktop sites is approaching 10% globally (and over 17% for travel sites!)
  • 73. Step #2 Test the most critical and commonly accessed content from your desktop site using the devices discovered in step 1 • ensure mobile users can accomplish key tasks such as logging-in, reviewing a menu or events calendar, or completing a purchase or booking (even if the overall usability is sometimes poor) • fix as many problems as you can and/or add them to your mobile strategy roadmap
  • 74. BONUS Test all your partner services! • third party services such as advertising, font hosting, social media widgets, and even analytics may not work on all mobile devices • some may fail while others may slow page load • be sure to test any service that delivers key functionality (e.g. commenting plugins, analytics and even social widgets if you rely on these to track engagement)
  • 75. BONUS Be pragmatic • take advantage of services that are already well optimised • Facebook • TripAdvisor • Twitter • Google Maps • YouTube • SlideShare Note: ‘well optimised’ means lightweight, with mobile friendly layout, good level of site-to-site URL integrity and support for most modern smartphones.
  • 76. Step #3 Lighten up! • look for opportunities to reduce page weight • this will also assist laptop users who may access your site using unpredictable coffee shop and airport wi-fi (besides...no one likes to surf a slow web site)
  • 77. Step #4 Enhance where you can • look for opportunities to enhance content using new technologies (which are often supported on mobile and desktop browsers) • you don’t have to be on a mobile to appreciate the value of location technologies when using a store locator feature • mobile users will always appreciate being able to click a phone number to automatically trigger a call
  • 78. origin of visitors to Scotland many visitors pay Scotland for data while travelling 39% Overseas 17% England 40% Rest of UK 4% Overseas visits comprised of: • 51% Europe • 15% US • 4% Canada • 4% Australia • 26% Rest of world Source: Tourism Scotland 2007 http://www.flickr.com/photos/brunoleveque/5675275834
  • 79. BONUS Provide free wi-fi • offering free wi-fi can drive traffic • free wi-fi will encourages visitors to post photos, share comments, or even consult your web site while they are on-site • if your attraction is outdoors, or extensive in size, consider providing free wi-fi at common rest points such as toilets or the coffee shop
  • 80. wi-fi hotspot traffic is now primarily coming from mobile changing patterns in mobile usage at wi-fi hotspots 2008 99.9% 2008 88.5% 11.5% 2009 73.9% 2010 65.9% 34.1% 2011 41.1% 58.9% laptop mobile device Source: Boingo wi-fi hotspot trends http://www.flickr.com/photos/chelsea_nj/4223680604
  • 81. TIPS For those who already offer a mobile optimised experience (could be a native app or a mobile web site)...
  • 82. Check your URLs ensure users who email, Tweet or link to content can access that URL from any device • if equivalent content doesn’t exist on one of your sites, implement a friendly error page offering the most likely alternatives (...if that content is ‘trapped’ within a native app, you may still have a problem...)
  • 83. TIPS For everyone...
  • 84. Think of the user journey explore other ways to tie the experiences together • can a user begin a transaction on one site, and complete it on another? • can mobile phone users bail out of a transaction and easily trigger a call (...reference number in hand so an agent can complete that transaction)? • could you better align language and task flow, to improve usability for users who drift from one site to another?
  • 85. ...should I even bother opening this email marketing offer on my phone? 40% use mobile email “almost every day” (in 2010!) Source: Comscore http://www.flickr.com/photos/zenilorac/698514624
  • 86. BONUS Start simple and experiment • experiment with simple solutions that you can launch quickly and cheaply • think of ways to use tools that are already on the device your audience is carrying • use these trials to inform your long-term mobile strategy
  • 87. ...what is a cheap, and quick alternative to a paper map? ...or an expensive, bespoke interactive one? http://www.flickr.com/photos/janekm/217195273
  • 88. downloadable PDF maps sized to fit the most common devices accessing your web site (based on the data in your analytics) most devices now have very nice, zoomable, searchable PDF readers http://www.flickr.com/photos/webtreatsetc/4860505549/
  • 89. remember, this is your journey as well.. http://www.flickr.com/photos/puptoes74/4805467277
  • 90. have fun... take your time, and listen to your visitors :-) http://www.flickr.com/photos/lyng883/298967414/
  • 91. s contact u at hello@yiibu.com find this presentation and many others at... slideshare.net/yiibu many thanks to the amazing photographers on http://www.flickr.com/creativecommons/by-2.0 thank you http://creativecommons.org/licenses/by/2.0 @yiibu http://www.flickr.com/photos/tinou/453593446