mobile travel & tourism masterclass incentivated

Copyright Incentivated Limited 2011 www.incentivated.com

Publishing across different mobile platformsJason Cross

14 June, 2011

Copyright Incentivated Limited 2011

Contents

Mobile is a ‘hot topic’

About Incentivated

Mobile marketing best practice

Travel & Tourism examples


State of the Nation – mobile web

Over the last 12 months companies have started to offer what consumers were happy to do all the time

With many sites looking the same, the opportunity now exists to:

improve the UX/UI and so differentiate the offering

offer implicit and explicit personalisation

i.e. join up the web and mobile

sites

deliver e-commerce best practice


State of the Nation – mobile web

People do it

51% of the UK engages in mCommerce

People like it

42% say they use their mobile because it is the easiest way to research/buy

M-Commerce will continue to grow

49% of non M-Commerce users say they will purchase in the future

Smartphone users are 63% more likely to engage in mCommerce

only 9% mention security issues

Source: IAB Consumer M-Commerce Study October 2010Base: All UK Mobile Users (1,039)


of adults with phones have ever used their mobile to purchase a service/product via credit card / direct debit / PaypalSource: IAB Consumer M-Commerce Study October 2010Base: All UK Mobile Users (1039)

State of the Nation

27%


Does your site work?

Of those that have

41% admit their website has a reduced appearance

36% offer reduced functionality

The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage and have no plans to do so

Half of UK firms fail to check their own website on mobile devices


0%

20%

40%

60%

Source: Appetite, Yahoo! March 2010

Base: all those who access internet on mobile (n=1,240)

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?

44%

34%29%

Brand

(site) The Phone Network

ProviderThe User

5%

You get blamed for a bad mobile experienceNo site or a single mobile presentation layer are no longer options


Why mobile matters in the Travel sector“American Airlines customers are mobile by definition, so we’re providing them with one more tool to make their travel faster and easier,”

Stacey F. Frantz, director of corporate communications American Airlines

“Hilton guests are incredibly tech-savvy, so mobile devices and other contemporary communication channels enable us to share our global story with them in a highly relevant and engaging way,”

Andrew Flack, vice president of global brand marketing at Hilton

Hotels


State of the Nation – Mobile travel

4 million people globally visit Trip Advisor a

month via mobile*

2 million people in the UK access travel services via a mobile device**

17% of UK mobile phone users respond to

travel related SMS marketing a month**

*Source: Eye for Travel, October 2010 **Comscore


Mobile throughout the Travel Experience

SMS

SMS

QRSMS

MMS

QR @

LBS

@

wwwMMS

LBS SMS

@wwwQRwwwLBSSMS

SMSLBSwww@SMSQR

MMSSMSwww

MMS @ www MMS

@

@

www

MMS

QR

LBS

SMS

QRwww

PlanningDestination

Booking

Anticipating

En Route

DreamingReviewing


Contents


About Incentivated



Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11

Who we are

Incentivated is an independent technology company and mobile marketing services agency

We have 10 years’ experience operating exclusively in mobile

marketing

We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns and services using the mobile channel

Summary


What we do

Technologies

5 formatsenterprise messaging (SMS,

MMS etc)mobile internetappsshort codes and QR codes location marketing

Services

2 consultancy offeringscreativestrategy

Needs

3 key areas of client activityacquisitionCRMmCommerce

Ful l service capabi l i ty


How we do it

Messaging Gateway & Software Company

Mobile Marketing, Internet & mCommerce Platform

Marketing, Creative & Advertising Agency

Campaign strategy and executionDesign, build & hosting of mobile internet sites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodesMobile content management system (CMS)**Systems integration and various APIsDevelopment of both handset & server-side apps

Mobile and email marketingMobile internet site publishermCommerce suiteSelf-serve functionality (“SaaS”)

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

Engagement is spread across three levels

*Includes iPhone

and other ‘smartphone’

specific sites

**Phone capabilities database


Who we areJust some of our clients


Contents


About Incentivated




Mobile is not easy

Progressive enhancement required (multiple presentation layers)

When to build an app or a site

‘Native’

as opposed to cross-platform web-apps

Desktop analytics tools do not work properly for mobile

How secure are the devices themselves?

‘NFC marketing’

Implications for SCV

Device fragmentation and different standards make mobile different to desktop


Technologies

A complete mobile marketing strategy includes five components:

Product summary Product summary Product summary

Whitepaper

http://www.incentivated.com/productsummary/enterprisemessaging

http://www.incentivated.com/productsummary/apps

http://www.incentivated.com/productsummary/mobileinternet

http://www.incentivated.com/whitepaper/mobileinternet


Strategies

Mobile can be used by clients to enhance their key marketing and delivery strategies:

Whitepaper

http://www.incentivated.com/whitepaper/mcommerce


6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10

The mobile internet comes of age

Every year, more and more consumers are accessing the internet on their mobile devices

Users are already on your site

Source: comScore, 3 month average ending March 2011.

24% YOY growth between 2008 and 2009

44% growth in 2010

Data charges removed

Data charges begin to be reimposed


WWW, emails & SMS will drive mobile trafficAccurate device detection is a must


Handset detection optionsThere is really only one option


Mobile site implementation

Developing a single mobile presentation layer is false economy

A minimum of three is required (smart, feature and legacy phones)

The are four broad approaches:

Mobile CSS stylesheet

within CMS

Integrated with CMS and client hosted (parallel)

Less risk for the client but reporting is poor (requires access to APIs)

Integrated with CMS and supplier hosted (parallel)

Produces a superior result but dependent upon on-going support from supplier

Transcoded

Quick to market, but neither highly resilient nor creatively adventurous

It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting

Because of the proliferation of handsets, mobile is more complicated than desktop

Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11Credentials presentation

Approaches to mobile site buildBest practice demands a parallel site, driven from the same content/CMS


The value of third party tools (APIs)

Uniqueness

For cellular this is not measured by IP address but a unique and

persistent ID from the mobile network

Most desktop reporting tools misclassify or lose many mobile sessions

Device identification

There are over 10,000 profiles and 5-10 are added each day

A cached resource will be out of date very quickly

Managing such a resource is costly

Real-time content adaptation

MIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons

Mobile relies upon data from mobile networks and handsets are diverse


Design and UX are as important as on desktop

Leading content

Navigation -

Menu

Navigation –

‘Bread Crumbs’

Location dependant content

Time/promo specific content Leading content

Promoting Maps Search


‘Cookie cutter’ or bespoke approach to a site?


Information Architecture

Ability to manage all product centrally

Taxonomy to be shared across multiple sites

Segmented deployment to campaign sites

Product Category Hierarchy

Master

Category Structure

Campaign

Site

Primary

Site

Mobile

Site


Enterprise Content Management

MasterContent

English German French

UKWebsite

UK Mobile site

UK Mobile App

CampaignsSocial

Email/SMS

Head Office

Created Content

Translation

Layer

Channel Content

Italian


Apps

Technologies

Device and OS fragmentation is not insurmountable

either native, per platform

or cross-platform ‘web-apps’

Don’t build native unless you need to

“…

develop new apps as web apps, and turn them into native apps when

they've been validated.”

Daniel Roth, Fortune 500 (AdAge)


A native app comes into its own for games and tools; a site usually suffices

Mobile App or Mobile Website?

Mobile

ApplicationsMobile Web

Site Cross-Platform App

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y Y (SMS) Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


An app should interface with middlewareScreen-scraping results in broken links and egg on face


Shortcodes & QR codes

Technologies

QR codes work much the same as the barcodes you see printed on products at a retailer

A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links)

Incentivated’s QR code campaign for STA Travel


Enterprise messaging

Technologies

Reaching consumers with messaging is incredibly effective

74% would opt-in to a brand’s database if done properly

Consumers open to receiving messaging between 10am and 8pm in particular

69% happy to receive a message per week

MMS achieves amazing cut-

through

Messaging volumes continue to grow –

everyone can use SMS and MMS

Source: IAB/DMA mobile messaging study, September 2010


mCommerce

Strategies

The best commerce strategies encourage consumers to purchase and consume content and products on the go

35%

85%Increase in mobile retail usage in EU5 from 2009 to 2010*

Of people search for products to buy on their

mobile phones***The comScore 2010 Mobile Year in Review

**Brandbank

2010 mCommerce Content Report


Example mCommerce app - King of Shaves

Home Page Payment optionsDelivery detailsm-Video


Contents


About Incentivated


Travel & tourism examples


Mobile is used in a myriad of ways

Direct response advertising

Brand building

Sales promotions

Barcode tickets

CRM e.g. flight information, reminders, alerts

Local area guides

Localised and time-sensitive travel information

The travel industry has been an early adopter, trialing a number

of options


Campaign sites, run from www or advertised on mobile, work well

Sites work best for acquisition

Sales promotions and product information are suited to the mobile internet

Few apps achieve the viral success of Barclaycard waterslide/Rollercoaster

Large budgets needed

SMS direct response continues to generate high ROI due to low entry cost

Incentivated’s campaign for Fidelity Investments

[email protected]

The solutionBusiness need

Case study: CRM Travel & Tourism | Public Sector: TfL

& Mayor of London

SMS helps reduce cab-related sexual assaults by 46%

A

Location Based Service

search is used to pinpoint the subscriber’s exact location, enabling the relevant information to be identified and sent.

The database of 45,000 licensed minicab operators and drivers is updated daily

to maximise safety.

•

46% reduction in cab-related sexual attacks on women over five years (2002 -2007)

•

Just 4% women used unlicensed minicabs in 2007 in comparison to 18%

in 2003 •

100%

year on year increase in monthly uptake since new branding campaign

As part of a print, poster,

radio and TV campaign for a safer London, a text message service

was created to give out booking numbers for licensed minicab and black cab firms

in the user’s location.

Resul t s

46%Reduction in cab-

related attacks

4%Unlicensed cab

use

Subscribers text HOME to 60835

(spells “GoTFL) and receive local, licensed, minicab and taxi booking-

office phone numbers for the area they are texting from.

FROM: 60835Local licensed minicabs: Reliable Radio cars 02086716666, P&L Car Service 02077339582. For a Black Cab, call ONE NUMBER on 08718718710


Closing thought

People with smartphones in the world today

Plus 4 bi l l ion wi th internet - capable f eat ur e phones

At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.

400m

Copyright Incentivated Limited 2011 www.incentivated.com

Thank You

Jason CrossMarketing Director

[email protected]

@jcmobile10

Incentivated23 Curtain Road

London EC2A 3LTTel: 0845 130 3985

(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)

mailto:[email protected]

mobile travel & tourism masterclass incentivated

Documents

mobile sites

mobile devices

mobile matters

mobile n

mobile usage

uk mobile users

nation mobile travel4

uk mobile phone users