mobile travel masterclass deck camerjam mobile marketing

How to fine tune your mobile sites & apps strategy

June 2012

3

1. Mobile Stats

2. Fragmentation

3. Build For The Future

4. Ensure Secure Payment

5. Measure Performance

6. Think Multi-Channel

7. Checklist

Agenda

Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 210 employees across 6 European offices Over 40 employees in the UK Established in the UK since 2004 Turnover £35m and EBITDA £2.8m Current market capitalisation £30m

At a glance

Our clients

1. Mobile Stats

Usage mobile websites 8x more growth than apps

Tomorrow Focus Media 2011

+ 22,4 % Mobile sites

+ 2,8 % Apps

Industry stats

comScore 2012

195,993

3,020,436

187,075

97,415

102,454

41,377

53,721

98,738

2,793,030

41,029

1,051,863

Customer Journey- Mobile

Awareness

Transaction

Advocate

Intrigue Attract

Engage Convert

Relationship Consider

Access to pricing, product info & reviews anywhere

Request brochures View promotional discounts

QR codes linking ATL to mobile site

Branch Locator Check availability

Receive latest offers and invitations to events

Newsletter & latest product catalogue on mobile site

Use social media on mobile to ‘like’ & recommend Share wish list with friends and family

Mobile Media

Packaging QR codes linking to mobile site, adverts, info

Upsell, After Care, Make Payments

Create or sync account Add products to mobile basket or wish list

2. Fragmentation

OS Breakdown - UK

iOS

Android

Symbian

BlackBerry

Bada

Other

iOS , Android

iOS 5.x

iOS 4.x

iOS 3.x

iOS updates

Browsers - UK

Apple Mobile Safari

Open Handset Alliance Android Build-in

Nokia Brwser NG

Dolfin

Opera Mini

Other

HTML 5

Don’t just take our word for it..

"There's rampant technology fragmentation across mobile browsers, so developers don't know which parts of HTML5 they can use” “HTML5 is promoted as a single standard, but it comes in different versions for every mobile device” “Issues such as hardware acceleration and digital rights management are implemented inconsistently. That makes it hard for developers to write software that works on many different phone platforms, and to reach a wide audience” Facebook CTO Bret Taylor, World Mobile Congress 2012

WHY is the mobile landscape so fragmented..

Standards are incomplete

Traditional development is pricey..

3. Build For The Future

21

Build For The Future Proxy-Transcoding vs. API Integration &

When To Develop In-House

Optimising for every OS version, device & browser version…

Full-Service Option

Consulting Concept

Wireframing

Implementation Programming Design

Go Live

In-House Development + Support

Consulting

Support Workshops FITML Templates

Consulting

Support

Implementation Programming Design

Support

Go Live

Concept

Wireframing

25

35% are concerned about security while shopping on a mobile device

Ensure Secure Payment

26

On-premise installation to ensure highest security standards

Use well-known payment options (i.e. PayPal ….)

Do not link to non – mobile-optimized websites

Measure Performance Response Time, Availability, Consistency

Mobile Sites Response Time In Seconds

Baur 5,823

Twenga 9,434

ladenzeile 10,157

Otto 10,507

Average 10,744

Conrad 10,785

Amazon 10,967

Ebay 10,993

Bonprix 11,579

Weltbild 11,974

3suisses 12,194

Neckermann 13,776

Response Time Definition: Average time it takes to fully load a mobile site and complete a task

Compuware Germany, 2012

Mobile Sites Availability in %

Amazon 98,40

3suisse 97,46

Ebay 96,07

Ladenzelle 96,01

Otto 95,05

Baur 88,91

Neckermann 87,46

Average 86,00

Weltbild 74,77

Twenga 72,03

Bonprix 70,10

Conrad 69,78

Availability Definition: Measured the time a mobile homepage didn’t load within 60 seconds – either due to back-end/ it related issues or network connection


Mobile Sites Response time in seconds

Baur 6,561

Bonprix 7,555

Twenga 8,235

Weltbild 8,319

Conrad 10,156

Ladenzeile 10,834

Average 11,244

Ebay 11,658

Otto 13,610

3suisse 14,281

Amazon 14,325

Neckermann 18,147

Consistency Definition: Standard deviation of sites based on the time and day accessed.


31

Think Multi-Channel

The web will have more touch points

in a larger digital ecosystem

Swiss Airlines – Apps

Android + iPhone App Perfect travel companion Features include: • Book flights on your mobile • Mobile Check-in • Arrival/ Departure Times & Updates • News

Austrian Airlines

Web App + Native Apps Features include: • Book flights on your mobile • Mobile Check-in • Arrival/ Departure Times & Updates • News • Offers

Mobile site + Native Apps We developed a mCommerce site enabling users to book one of 250,000 hotel anywhere in the world. This required some complex API integration given the sheer volume of information handled on the HRS

website.

HRS mobile site & App

Following the success of the mCommerce site, native apps were also developed. The project has resulted in the successful commercialisation of the mobile channel with over 300,000 bookings made within the first 12 months.

Airport Zurich – App + Mobile Site

Nandez App + Mobile Site

Nandez ski resort app enables users to;

Explore piste map, download weather info, transmit GPS location +

augmented reality piste & mountain restaurant locator

Use of native features insures app will add greater value than

avaiable on the mobile web

Deutsche Bahn – App

View London - App

7. Check List

Measure Performance Think Multi-Channel

Works on all devices & operating systems

Optimises content for each device

Response Time

Availability

Consistency

Checklist

Build for the Future

Works with new and existing sources

Offers ability to move development

in-house

External advice & support available if and when needed

Ensure Secure Payment

On-Premise Installation

Use Established Payment Providers

Only link to mobile-optimised sites

Thank You

Live Information for a generation on the move

Live and Dynamic Content in Cross Mobile Platforms

45

mxData

Cross Platform

Live and Dynamic Content

Case Study – Traveline Next Bus

Summary

Agenda


46

Michael Cliffe, CTO

Founded 2004

Privately Owned

50+ Employees

Based in Wilmslow, Cambridge and London

London Tube Map :-

8m Downloads

¼m Connections Per Day

mxData


Thoughts on Cross Platform

47 Live Information for a generation on the move

Cross Platform at mxData :-

OS – iOS, Android, BlackBerry, Phone 8, BADA, S40

Channel – OEM, MNO, and SNO

Deployment – App, Widget, Browser and Messaging

Device - Tablet, TV, In-Car, Mobile and Desktop

Thoughts on Cross Platform


Cross Platforms are Connected for Content :-

Services – Search and Discovery, Aggregation and Optimisation

Sharing Trends – Tailored Experience per user per device!

Commercial + UGC Content - Social Content is Valuable

Live and Dynamic Content

Live information for a generation on the move

Case Study - Facts


Traveline Next Buses Summary

Cross Platform

Static Content Gazetteer, Timetable, Bus Stop

Live and Dynamic Content Static + Schedule + Real-Time

60+ Sources, Aggregated through GEOHAWK

7% 25%

12%

56% SMS

Web

Telephone

API

Case Study - Schematic

51

SMS

Webs

API Apps

Live Content

Calls

Share! Static

Content


By Enabling Content as a Service :-

Agnostic to Cross Platform Deployment, Device, OS, Channel

Aggregation of Static, Live and Dynamic Content

Have a Consistent View of Content

Lay Foundations For: Ticketing

Broader and Deeper Content

Enhancements and Premium Services

Must Haves - Performance, Scalability and Availability

Case Study – Service Enablers


Cross Platform – OS, Channel, Deployment and Device

Device Fragmentation - Not Convergence

Ride the Sharing Trends – Increased Adoption

Services - Aggregation of Live and Dynamic Content

Services like GEOHAWK are enablers in this space.

Summary


mxData


Mobile Travel, Tourism & Leisure Masterclass - 13th June 2012

Oisin Lunny, Senior Market Development Manager, OpenMarket

Sun, sea, and mobile CRM! How to delight and engage your customers!

Sun, sea, and mobile CRM.

58 Proprietary & Confidential to OpenMarket

Planning the holiday

58


Planning the holiday


Flight booking confirmation


Finding the hotel


Hotel search


Car parking

63


Terminal advice


Airport promotions

65


Customer compensation

66


Arrivals promotion


In holiday reminders


Security reminders


Customer compensation


Transport innovation

• LBS finds nearest licensed cab from database of over 45,000


Re-activation campaigns


Marketing campaigns


Post campaign analytics


Bringing it all together

SMS chat A2P SMS

Crediting

Vouchers

LBS Voice

shortcode Analytics

Proprietary & Confidential to OpenMarket

OpenMarket customer & partners


OpenMarket approach

• We supply mobile building blocks:

- messaging, payment, VAS

• For brands and agency partners

• Bring agencies creativity to life on mobile

• Reliable, scalable, remove the complexity

• Technical account management 24/7

• Great account management

• Operational excellence

• Direct connections

• $3bn revenues


Technology

[email protected]

twitter @openmarket

facebook @openmarket

www.openmarket.com

text “sales” to 88600

Contact OpenMarket

http://www.openmarket.com

www.imimobile.com

Multi-channel customer journey, the importance of data

Miranda Clarke

Business Development Manager

Mobile: +44 7850 - 906 811

Email: [email protected]

IMImobile provide software services that help

businesses extract value from the smartphone

transformation by enabling key stages of the

customer engagement lifecycle

IMImobile’s product portfolio is focussed on multi-

channel mobile engagement solutions

IMImobile is currently serving over 100 blue chip

operators, media companies and enterprises in

64 countries

Who are we?

85

The smartphone is transforming the way

that people interact with organisations.

Our experience in the Travel, Tourism and

Leisure sector

86

Your challenges that eventually lead to

decreasing profits

87

Cost to change or EOL too high, proprietary equipment with large consultancy and

development bills has left organisations paralysed.

› AGING INFRASTRUCTURE

No single location for all customer information, different data sources with overnight

batch changes means data is not real time and very difficult to manage.

› DISPARATE DATA

Customer receives different information when booking via different channels, lack of

consistency, causing influx of calls to the contact centre & bad customer experience.

› INCONSISTENT CUSTOMER JOURNEY

No clear strategy on how to address this growing problem – the issue is compounded

by all of the previous challenges – who do I target? How do I target?

› DISTRESSED STOCK

The new ‘mobile’ consumer

88

Technologically experienced

consumers means a higher

expectation in digital

lifecycle.

Our approach

89

Infrastructure Agnostic

SaaS

Intelligent customer

data collection

Engaging & consistent customer journey

Contact Centre Call Reduction

Desktop App

Distressed stock

Data consolidation in real time

Increase

Sales

Decrease

Cost

The American Airlines Desktop App DealFinder

90

The American Airlines Desktop App News

91

The American Airlines Desktop App Content Management

92

The result

93

More than 1.5 million

downloads

3 month ROI after launch of

Desktop App

$1,500,000 incremental

revenue in 6 months

Customer Satisfaction Scores

was dramatically improved

› INCREASED RESPONSE

› IMPROVED CUSTOMER EXPERIENCE

› INCREASED LOYALTY

› REDUCED DISTRESSED STOCK

› INCREASED PROFITS

94

Summary, the top things to consider

I. DON’T LET TECHNOLOGY HOLD YOU BACK

II. ITS NOT ONE SIZE FITS ALL

III. START AT THE BACK OFFICE NOT THE END USER

IV. THERE ARE COST EFFECTIVE QUICK WINS

www.imimobile.com

Thank you!

Miranda Clarke

Business Development Manager

Mobile: +44 7850 - 906 811

Email: [email protected]

© Somo Ltd.

3 MAIN METHODOLOGIES

UDID, IMEI

Android ID

MAC Address

Most accurate methodology

Is it too personal?

Identifies probable matches

Emerging technology

How accurate?

Device

Fingerprinting

1st Party

Cookies

Reliable & simple methodology

Interrupts the user journey

Limited in scope

© Somo Ltd.

Top Tips

Choose your measurement tool according to your campaign objectives

Look for a mobile specific solution

But take the time to look at mobile in the context of your wider marketing mix

It’s a complex market; find a trusted advisor to help

Be scientific... but appreciate the margin for error is higher than desktop

Test, test and test!

© Somo Ltd.

LONDON

Haymarket House

28 Haymarket

London SW1Y 4SP

+44(0)20 3397 3550

MAKING SENSE OF MOBILE

www.somoglobal.com

gareth@somoglobal

[email protected]

SAN FRANCISCO

181 Fremont Street

San Francisco, CA 94105

+1 (415) 230 2756

LOS ANGELES

1530 7th St, Suite 100

Santa Monica, CA 90401

+1 (310) 426 8685

NEW YORK

1440 Broadway

23rd Floor

New York, NY, 10018

+1 646 512 5127 Ext. 3432

SINGAPORE

50 Raffles Place, Level 30

Singapore Land Tower

Singapore 048623

+65 66323551

mobile travel masterclass deck camerjam mobile marketing

Technology

mobile deviceissues

mobile landscape

mobile stats2

mobile sitesresponse

world mobile congress

mobileoptimized websites

mobile sites apps strategyjune

mobile sitemobile media