![Page 1: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/1.jpg)
Proprietary & Confidential 1
Going Mobile
November 2012
![Page 2: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/2.jpg)
Proprietary & Confidential 2
Eric Schmidt Former CEO and current Executive Chairman, Google
Mobile is so important; put your best people on mobile. If you don’t have a mobile strategy, you are no longer relevant
![Page 3: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/3.jpg)
Proprietary & Confidential 3
The Business of Mobility
1.5B Smartphone units
![Page 4: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/4.jpg)
Proprietary & Confidential 4
The Business of Mobility
500M tablets sold
Source: Flurry Analytics
![Page 5: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/5.jpg)
Proprietary & Confidential 5
The Business of Mobility
94 minutes a day inside apps
Source: Flurry Analytics Image: Future Help Design
![Page 6: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/6.jpg)
Proprietary & Confidential 6
It’s the App Stupid
![Page 7: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/7.jpg)
Proprietary & Confidential 7
The Business of Mobility
41 Apps
![Page 8: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/8.jpg)
Proprietary & Confidential 8
Embrace or Die?
…You have 2 years.
![Page 9: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/9.jpg)
Proprietary & Confidential 9
Resistance is futile
![Page 10: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/10.jpg)
Proprietary & Confidential 10
Travel Apps
![Page 11: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/11.jpg)
Proprietary & Confidential 11
Travel & Digital
In 2000, the internet accounted for 1% of hotel bookings. A decade later, bookings across digital channels breached 50%.
Distirbution Channel Analysis: A Guide for Hotels, Green, Cindy Estis and Lomanno, Mark 2012
61% of US internet users research travel online prior to booking
How Travel Brands manage their online reputation making the most of owned, earned and Paid media, Emarketer, November 2011
Cost of booking on their own sites ($2-$6) vs OTA ($40-$120) International Hotel Industry Mintel, September 2011
![Page 12: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/12.jpg)
Proprietary & Confidential 12
70% of bookings via the phone are for same-day reservations, likely equating to high price/margin bookings.
Travel & Mobile
![Page 13: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/13.jpg)
Proprietary & Confidential 13
That 61% researching online we mentioned...
![Page 14: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/14.jpg)
Proprietary & Confidential 14
Some hotels have reported an 18% increase for in-room dining orders since offering mobile features.
More hotels distribute iPads to guests for ordering
room service, amenities, USA today, Roger Yu, June 2011
And mobile doesn’t mean just phone…
![Page 15: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/15.jpg)
Proprietary & Confidential 15
LBS
![Page 16: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/16.jpg)
Proprietary & Confidential 16
Gamification
![Page 17: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/17.jpg)
Proprietary & Confidential 17
Trend Example “Video”: why it matters
Video is a core component of the booking and travel process
Online Video becomes key feature Videos along the whole planning process
Video for Sharing
Sources: Think Travel.
10M Downloads
![Page 18: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/18.jpg)
Proprietary & Confidential 18
Augmented Reality
![Page 19: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/19.jpg)
Proprietary & Confidential 19
Growth: Mobile is on the rise in the travel market
• Travel is the second most important app category measured by app usage growth year-on-year
Travel app category growing
Source: Emarketer:http://www.emarketer.com/Article.aspx?R=1009408
Mobile is part of the travel experience
![Page 20: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/20.jpg)
Proprietary & Confidential 20
Content: How and what are they looking for? Mobile is part of the travel and growing, mostly done with search engines and often very targeted
Mobile Access is growing
Source: Yiibu, Think Travel,.
![Page 21: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/21.jpg)
Proprietary & Confidential 21
Economics: What’s in it for the business?
Cost for booking via phone are low
![Page 22: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/22.jpg)
Proprietary & Confidential 22
The Exicon AppCycleTM
DEFINE
BUILD
MEASURE
DEPLOY
![Page 23: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/23.jpg)
Proprietary & Confidential 23
Hotels DEFINE e.g.
![Page 24: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/24.jpg)
Proprietary & Confidential 24
Airport Arrivals 1. “Ah, there is Carousel 12. My luggage
should be there in about 27seconds!”
2. “What does that say?”
3. “I should buy my return train fare while I remember.”
4. “I’m so exhausted I won’t drive to my cousins tonight. I’d better book a hotel for tonight.”
5. “I should change my car booking to tomorrow.”
6. “How do I tell the taxi driver I want to pick up some food on the way to the hotel?”
2 1
3
4
5
6
DEFINE e.g.
![Page 25: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/25.jpg)
Proprietary & Confidential 25
Tickets DEFINE e.g.
![Page 26: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/26.jpg)
Proprietary & Confidential 26
Choose your Developer well BUILD
![Page 27: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/27.jpg)
Proprietary & Confidential 27
Options for Scale BUILD e.g.
Developed by 3rd parties
![Page 28: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/28.jpg)
Proprietary & Confidential 28
Appstores DEPLOY e.g.
![Page 29: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/29.jpg)
Proprietary & Confidential 29
Comodo Instagram Menu DEPLOY e.g
![Page 30: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/30.jpg)
Proprietary & Confidential 30
What does success look like? MEASURE
![Page 31: Going mobile world travel market november 2012](https://reader031.vdocuments.site/reader031/viewer/2022020110/54b68ec94a7959e7718b4588/html5/thumbnails/31.jpg)
Proprietary & Confidential 31
CEO / EXICON
Stefan Rust
WEBSITE
www.exiconglobal.com
FOLLOW US @exicon
Contact us