sgtp edcon'10 keynote: future trends & leading technologies

Future Trends & Leading Technologies

Society of Government Travel Professionals

September 8, 2010

Robert Cole ● RockCheetah

Photo: kevindooley (flickr)

Future Trends & Leading Technologies

• Everything Is Changing

• New Travel Expectations

• And the Winners Are…

September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 1

Photo: salendron (flickr)

Everything Is Changing

“You have to know the past to understand the present”

- Dr. Carl Sagan

Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)

- Dr. Carl Sagan

Business Travelers Who Use Mobile Device to Access Travel Information 2008 2009 2010 Total 13% 25% 40%

- Dr. Carl Sagan

Include Leisure Time in Business Trips 2008 2009 2010

Always - 18% 23%

Frequently - 29% 30%

Total 35% 47% 53%

- Dr. Carl Sagan

Travel-Related Activities Done Using Mobile Device 2010 Researched Upcoming Trip 68% Read Reviews of Other Travelers 54% Checked Into Hotel, Flight, Cruise, etc. 70%

Requested More Information Related to Trip 56% Reserved or Booked a Hotel, Flight, Cruise, etc. 61% Downloaded a Travel Related App 48% Watched a Travel Related Video 45%

The Internet Continues to Evolve

Web 1.0 Web 2.0 Web 3.0 Communication Broadcast Interactive Engaged / Invested

Information Static / Read-only Dynamic Portable & Personal

Focus Organization Community Individual

Personal Home Pages Blogs / Wikis Lifestreams

Content Ownership Sharing Curation

Interaction Web Forms Web Applications Smart Applications

Search Directories Keywords / Tags Context / Relevance

Metrics Page Views Cost Per Click User Engagement

Advertising Banners Interactive Behavioral

Research Britannica Online Wikipedia The Semantic Web

Technologies HTML / FTP Flash / Java / XML RDF / RDFS / OWL

Photo: Vereeken (flickr)

Travel Planning – In a Web 3.0 World

Cartoon: Gary Larsen – The Far Side (The Far Side Gallery 2) Photo: drspam (flickr)

• Managed Travel Goals

– Secure Platform

– Enforce Rules

– Reduce Costs

– Increase Efficiency

• Traveler Goals

– Simplicity

– Flexibility

– No Stress

– Better Experience

• Managed Travel Goals

• Traveler Goals

New Travel Expectations

• 1. Relevance

• 2. Mobility

• 3. Personalization

• 4. Community September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 8

Photo: Sprengben (flickr)

1. Relevance

Deep Search

The Splinternet

Photo: LuluP (flickr)

- $700 Million

Relevance - Deep Search

Photo: g-na (flickr)

Google using Microformats & RDFa

• Associate Reviews with Hotels • Specify Image Licensing • Drive Context-sensitive Ads

Relevance – The Semantic Web

Making Sense of Unstructured Data

Facebook Open Graph

Adds Context to Social Graph

Photo: Mr. Physics (flickr)

Splinternet: Age of Walled Gardens

2. Mobility

Real-Time: Proximity:

Anytime Anywhere

Photo: atzu (flickr)

Mobility - Real-Time

Google Voice: Telephony

• Ring Phones Simultaneously

• VoiceMail Transcription

• Text Message Alerts

Tungle.me: Cloud-based Calendar

• Universal Meeting Schedules

• Inside/Outside Organization

• Across Calendar Systems

Photo: gadl (flickr)

Google Goggles: Discovery

• Landmarks/Text Translation

• Contact Information/Places

• Contact Information

Yelp Monacle: Augmented Reality

• Camera/GPS/Accelerometer

• Point for Restaurant Review

• Friend Check-ins

Apple iTravel: Works solely within

Apple Hardware &

Software Ecosystem

· Network

· Camera

· GPS

· RFID / NFC

Mobility - Proximity

Photo: gwgs (flickr)

3. Personalization

• Customization • Personas Photo: Sergey Galyonkin (flickr)

Personalization - Customization

• Content – Personal Information

– Corporate Databases

– Social Graph

• Platforms – Desktop

– Mobile

– Tablet

Photo: kagey_b (flickr)

Customization – Option 1: Tap

Video: trepantech (YouTube)

Customization – Option 2: Talk

Video: GoogleMobile (YouTube)

Customization – Option 3: Surf

Video: pknegten (YouTube)

Personalization - Personas

Photo: Greything (flickr)

Conference Training

Relocation

Leisure

Operational Mission

Site Visit

Consultation

Emergency Convention

4. Community

Social Behavior + Computational Systems

Social Computing

Photo: ►Voj► (flickr)

Community – Social Computing

If You Want the Job Done Right…

Get Help.

Experts ● Friends ● Groups with Common Goals September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 31

Photo: 3[3] (flickr)

Social Computing - Telepresence

Skype: 10-way Video Calling iPhone 4: FaceTime

Photo: 3[3] (flickr)

Community - Privacy

Convenience vs. Security

Photo: laverrue (flickr)

Community - Privacy

• Trustwave 2010 Global Security Report – Hotels Prime Target for Hackers

– Breaches Involving Hotels: 38%

– Breaches Involved Credit Card Numbers: 98%

– Average Days Between Breach & Detection: 156

– Many Franchisees – Only PCI Level 4 (Self Assessment)

• Insecure Passwords

– 8 character Password Cracked – Under 2 Hours

– Use of Identical Passwords Across Multiple Sites

And the Winners Are…

The Smart

The Unique

The Engaged

Photo: tpower1978 (flickr)

Winners = The Smart

Smart = Zoombu

Difficult Travel Task:

• Single Search

• End-to-End Itinerary

• Multi-Modal Transit

• 3 Different Criteria

– Cheapest

– Fastest

– Greenest

Smart = Zoombu

• Single Search

– Cheapest

– Fastest

– Greenest

Smart = Zoombu

• Single Search

– Cheapest

– Fastest

– Greenest

Winners = The Unique

Photo: (flickr)

Unique = Openways

Mobile Phone for Key Entry

• Guests Register Online

• No Stop at Front Desk

• Supports All Cell Phones

• Uses Existing Locks

• Cards Keys Still Work

• Code Change – 12 Seconds

• More Secure than Cards

• Support for Future NFC

Uses Unique Sound Patterns

Winners = The Engaged

Photo: MorBCN (flickr)

Engaged = TripAdvisor

The Future = Options

Traveler Needs Evolving Technologies September 8, 2010 ● Washington, DC SGTP ● Future Trends & Leading Technologies Robert Cole ● RockCheetah | 44

Photo: Fenchurch! (flickr)

Be Prepared

The Future – Great Solutions

Predictions: • Multiple Formats/Platforms

– Focus on Mobile

• Distributed Computing

• Simplified User Interfaces

• UnStructured Data Integration

• Conditional Product Selection

• Streamlined Shopping Process

• Individualization of Travel

• Ensure Security with Flexibility

Recommendations: • Be Like Apple - Solve Problems

– Fully Control the Platform

• Leverage Cloud/Web Services

• Design for Touch & Voice

• Deploy Semantic Search Tools

• Rules-based Search Processes

• Flatten Search/Target Solution

• Use Itinerary-specific Personas

• Traveler Security is Top Priority

Photo: Robsv (flickr)

Thank You for Your Attention

Questions? Copies of the Presentation?

Comments? Robert Cole mail: robert@rockcheetah.com phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: www.rockcheetah.com/blog/

sgtp edcon'10 keynote: future trends & leading technologies

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