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Mobile Travel: Near me Now Nathan Clapton Head of Mobile Partnerships 14 June 2011 Mobile Travel Summit, London

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Page 1: Camerjam mobile travel masterclass tripadvisor

Mobile Travel: Near me Now

Nathan Clapton

Head of Mobile Partnerships

14 June 2011Mobile Travel Summit, London

Page 2: Camerjam mobile travel masterclass tripadvisor

The Path to Mobile

Page 3: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

TripAdvisor off of TripAdvisor…Facebook Launches a Platform

14 June 2011

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Local Picks launches on Facebook

Page 4: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

TripAdvisor evolves on mobile…

14 June 2011

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… then came an app store

Page 5: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

TripAdvisor on mobileMeanwhile, users were browsing our desktop site on phones… a lousy

experience with high bounce rates

14 June 2011

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6 Weeks, No Specs

Just make it betterNov 2009

~1MM Uniques/month

Page 6: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Launch new features quicklyand iterate based on user stats

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50+ mobile related releases in last 12 months

Page 7: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Mobile traffic is over 10,000,000 unique visitors/month

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0

2

4

6

8

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November December January February March April May

Mobile Apps

Page 8: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Already too late??

14 June 2011

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Page 9: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

5 Star Family Hotel Spain….

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Page 10: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

The Potential of the Mobile Internet

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Page 11: Camerjam mobile travel masterclass tripadvisor

Source:

London Nathan Clapton

What are they all doing?

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One in five plans travel using a mobile device

29% have booked or researched accommodation

29% researched restaurants

28% checked flight status

Greatest frustration: 47% roaming fees

39% have travel app installed

TripAdvisor Mobile device travel survey May 2011

Page 12: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

What do you want to do?

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Or..

Page 13: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Traffic to our restaurant pages on different platforms:

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0

5

10

15

20

25

30

35

40

45

Desktop Mobile Web App

% traffic % traffic

Page 14: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

App Store v Mobile Site

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Page 15: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

App or Mobile website?

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Now, we have native (hybrid) apps on iPhone, Android, Nokia, Palm, Windows

and mobile browser in over 20 languages

Page 16: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Supporting new Business Models

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TRAFFIC

Local

Relevance

“Near me Now”

Targeted &

Trustworthy

Content

Right point in

time - context

Page 17: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Who else?

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Page 18: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Promote and Partner:

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Page 19: Camerjam mobile travel masterclass tripadvisor

Source:

London Nathan Clapton

Pre-loads: Is it an effective distribution channel?

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iGR Pre-loaded Apps White Paper, - based on survey of 2000 respondents in US

How do you find out about new applications

for your phone?

(all respondents –Multi-select)

Pre-loads is a powerful

discovery channel

Print media

Carrier Sales Rep

6%

8%

Cust Service Rep 17%

Online media 25%

App Stores 26%

Word of mouth 33%

Pre-loads 48%

What applications do you want pre-loaded?

(Excluding 15% of respondents who do not

want pre-loads – Multi-select)

Music 46%

Call Control 49%

Map, Nav, GPS 64%

Map/Nav apps is a highly

desired pre-load category

What pre-loaded applications have you

used?

(All Respondents)

Social Nework 19%

Music 26%

IM 27%

Map, Nav, GPS 31%

Games 37%

Call Control 39%

Map/Nav pre-loads have

a good usage rate

Page 20: Camerjam mobile travel masterclass tripadvisor

London Nathan Clapton

Summary

14 June 2011

What purpose do you want your mobile site to serve?

What are your mobile consumers doing?

App or mobile site?

Useful tools and services (Wurfl, USABLENET)

New business models?

Promote, promote, promote

Are there pre-load opportunities?

Keep tracking and surveying

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[email protected]

Page 21: Camerjam mobile travel masterclass tripadvisor

THANK YOU

14 June 2011

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