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Mobile DistributionNo, It’s Not Billboards and
Neon Vacancy Signs
Robert ColeFounder, RockCheetahrockcheetah.com/blog
HITEC 2010 - Mobile Distribution
Presentation Overview
• Why Mobile is Important• Why Mobile is Challenging• Why Mobile Travel is Complicated• Mobile Web v. Mobile Apps• Mobile Business Considerations• Mobile Development Considerations• Location Based Services• Disruptive Mobile InnovationsJune 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 2
HITEC 2010 - Mobile Distribution
In the Good Ol’ Days…
Billboards Vacancy Signs
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 3
Mobile Distribution Was Pretty Much Limited to:
and
Image Credit: BGLewandowski on Flickr | 28flavors on YouTube
HITEC 2010 - Mobile Distribution
Then, the Internet Changed Everything
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · 4
Image Credit: Thomas Hawk on Flickr
HITEC 2010 - Mobile Distribution
15 Years Later, Mobile Changes It All Again
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 5
HITEC 2010 - Mobile Distribution
Why Mobile is Important
• Extends Most Important Web Attributes– Device Follows the User – Mobile– GPS Provides Geographic Context - Local– Supports Many Forms of Communication – Social– Devices are Typically Not Shared – Personal
• Smartphones Extends the Senses– Sight (Camera)– Sound (Microphone)– Feeling (Touch-screen)– Balance (Accelerometer)
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 6
HITEC 2010 - Mobile Distribution
Google’s Perspective on Mobile
Google’s New Credo:Mobile First
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · 7
HITEC 2010 - Mobile Distribution
Why Mobile Can Not Be Ignored
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 8
Smartphone use is on the rise. Mobile web adoption is ramping up 8x faster than Internet in the mid-90s.
In the Travel vertical, purchase intent on Mobile ads is 5x higher than on
desktop ads.
Mobile Travel bookings are projected to grow 700% in 2 years.
12/313/31 7/1 10/1 1/1 4/1 7/1 10/1 1/10
500
1000
1500
2000
Mobile travel searches
$20M2008
$160M 2010 Projection
Data Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010
HITEC 2010 - Mobile Distribution
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New Devices Impact Mobile Hotel Queries
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 9
iPhone
iPhone 3G
Android G1Blackberry Storm
Palm Pre
iPhone 3GS
Android myTouch
Android Nexus One
Moto Droid & ErisGoogle Mobile “Hotel” Category Query Growth
Device Launches
Significant Growth in 3 Years
Data Source: Google Internal Data
HITEC 2010 - Mobile Distribution
Mobile Advertising & Booking is Real
• Google / Vegas.com Case Study– Click-through rates may be a lot higher for mobile ads than desktop– Impressive returns on the iPhone with campaign CTR nearing 20%
• Google Travel Booking Recommendations– Purchase intent on Mobile Travel ads is 5x Higher than desktop ads– Target efforts
• Drive-up bookings• Incremental night stays• Last minute flight changes
– Highlight promotions– Motivate consumers to interact and spend with your brand
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 10
HITEC 2010 - Mobile Distribution
Need More Convincing?
• Apps Work Well for Highly Engaged Users– 25% of iPhone & Android Users 2 hours per day on Apps– Booking Functionality is Expected by Consumers– Support Branded Assets by Driving Downloads & Usage
• Let Travelers Use The Phone!– Adding Phone Number to Ad Text Increased CTR 5-30%!– Google Mobile Calls 22% More Likely to be Relevant &
31% More Likely to Result in Booking than calls other lead sources
– 1 Out of 3 Mobile Searches Has ‘Local Intent’
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 11
HITEC 2010 - Mobile Distribution
Mobile Travel Booking Is Different
• Booking Window is Shorter. More Last Minute• Search Queries are 2-3 Words• Requires Create Mobile Landing Pages for SEO• Separate Campaigns Required for Mobile
– Must Reflect Different User Behaviors• Geo-location is Important, but not Everything
– Time of User Access is Important– Lunch-time / Evening
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 12
HITEC 2010 - Mobile Distribution
Travel Process is More Complex -Impacts Traveler Goals & Perceptions
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 13
Guest’sPerception of Web/Mobile
Travel Experience
Source: RockCheetah Proprietary , Seven-Step Travel Process
HITEC 2010 - Mobile Distribution
Guest Relationship is More Complex -Multiple Traveler Personas
• Individual Maintains Same Demographic, but• Purpose of Travel Dictates Decision Processes• Multiple Traveler Personas Exist
– Business Meeting– Industry Conference– Family Vacation– Romantic Getaway– Weekend with College Friends
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 14
HITEC 2010 - Mobile Distribution
Hotel Distribution Channels Shifting
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 15
HITEC 2010 - Mobile Distribution
Please, Let Them Book the Reservation
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 16
Data Source: iPerceptions 4Q09 Hospitality and Tourism Industry Report
HITEC 2010 - Mobile Distribution
Mobile Challenges – Fragmentation
• Siloed Operating Systems– Apple iOS v. Google Android v. BlackberryOS v.
Symbian 3 v. Windows Phone• Different Hardware Capabilities
– Varied Power, Features & Screen Sizes• Mobile Web v. Apps
– Provide Different User Experiences• Politics v. Rich Internet Applications
– Flash / Silverlight / HTML 5 & H.264June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 17
HITEC 2010 - Mobile Distribution
Technology is More Complex - Welcome to the Splinternet*
• Golden Age of the Web Ending– Information Sharing Was Based on Compatible Formats
• Now, the Age of Walled Gardens– Content Controlled by Platform Owner– Content Hidden From Search Engines by Passwords
• Apple – iStore– Excludes Flash Applications– Bars Google AdMob Advertising
• Facebook – Friends & Likes– Social Graph Exists Only After Facebook Login
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 18
*Term “Splinternet” coined by Josh Bernoff, Forrester Research Senior VP - Idea Development
HITEC 2010 - Mobile Distribution
SplinternetPlatform Characteristics
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 19
Source: Forrester Research
HITEC 2010 - Mobile Distribution
SplinternetAd & Experience Characteristics
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 20
Source: Forrester Research
HITEC 2010 - Mobile Distribution
Operating System EvolutionInnovation or Fragmentation?
• Android – One Year Old / 4 Different Versions– Version 1.5 – 24.9% Share– Version 1.6 – 25.1%– Version 2.1 – 50.0%– Version 2.2 – Available for Nexus One
• Google Approach“Google treats partners equally, but will not slow the rate of innovation so weaker players can keep up”“By constantly raising the bar, both in terms of reference devices and software, Google aims to keep innovating and drive that innovation as a differentiator”“Android isn't a summer camp for handset vendors and not everyone gets a trophy for showing up”
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 21Source: Michael Gartenberg Altimeter Group
HITEC 2010 - Mobile Distribution
Mobile Web v. Mobile Apps
• Mobile Web Benefits– Open Standards– Cross Platform Functionality– No Proprietary APIs– Cross-Application Integration– No 3rd Party App Stores– No Revenue Sharing
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 22
HITEC 2010 - Mobile Distribution
Mobile Web v. Mobile Apps
• Mobile App Benefits– More Robust GUI Options– Does Not Require Online Access– Access to Phone “Senses” & Native Data– App Store Marketing Opportunities– Clear Monetization Model
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 23
HITEC 2010 - Mobile Distribution
4P’s of Mobile Strategy Development
• People– Who is the Target User?
• Purpose– What Do the Users Want to Accomplish?
• Platform– What Types of Devices Are They Using?
• Process– Define Most Efficient Navigation & Workflow
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 24
HITEC 2010 - Mobile Distribution
Most Important Questions:
• What Are Your Mobile Objectives?– Bookings– Ancillary Revenue– Customer Service
• How Can You Create Value For the Guest?– Save Time?– Save Money?– Enhance Experience?
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 25
HITEC 2010 - Mobile Distribution
Mobile Apps – Business Considerations
• Business Models– Applications – Technology (Revenue Share with App Store)– Subscriptions – Unique Content (Rev Share with App
Store)– Publishing – Advertising (Share Revenue with Ad Network)
• Monetization Methods– Free– Freemium – “Light” Version Free, “Deluxe” Version is Paid– Full Retail Price
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 26
HITEC 2010 - Mobile Distribution
Mobile Apps – Marketing Considerations
• Perfect World: Volume Drivers– Good Device– Good Network– Good Browser
• Promotion– Must Be Differentiated – Provide Unique Benefits
• Greatest Challenges– Breaking Through Clutter – Must be Found– Maintaining Engagement / Avoiding Deletion
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 27
HITEC 2010 - Mobile Distribution
iStore Page of Popular Travel Apps
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 28
• Top 20 Travel Apps• Google Earth• Free Translator• Urbanspoon• Yelp• MapQuest 4 Mobile• Trapster speed trap alerts• USA TODAY• KAYAK Flight, Hotel Search• Free Wi-Fi Finder• AppBox Lite• OpenTable• FREE Spanish Tutor• Currency• foursquare• Southwest Airlines• USA TODAY for iPad• MotionX GPS Drive• OpenTable for iPad• Cheap Gas!• CheckPlease Lite - Tip Calculator
HITEC 2010 - Mobile Distribution
Mobile Development Considerations
• REMEMBER– Your Website IS NOT a Mobile Site
• MUST– Provide Information Quickly– Focus on Specific Tasks– Direct Path to Data– Leverage Device Features
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 29
HITEC 2010 - Mobile Distribution
Mobile Functionality – Best Practices
• One-click Driving Directions– Know Phone Location / Know Destination
• Click to Talk– Provide Phone Number in Mobile Ads– Include Context Appropriate Phone Numbers
• Integrate Social Networks– Help Customers Promote Your Brand / Location
• Negotiate Development Costs Aggressively– Restaurant Group: 23 Sites = $8,000 (Orig. $37K)
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 30
HITEC 2010 - Mobile Distribution
Mobile Promos: Ground Rules Apply
• Protect Guest Privacy• Opt-In for Promotional Message Delivery• Are Offers Relevant?
– Popular or High Demand Product/Features?– Appropriate for Individual?– Provides Consumer Value?– Simple to Convert?
• Avoid Bait & Switch Offers and Trailer-plays• Provide Options to Engage Their Social Network• In Destination Engagement May Not Be Forever
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 31
HITEC 2010 - Mobile Distribution
Mobiata – StayHip (For TravelClick)
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 32
HITEC 2010 - Mobile Distribution
Can Your iPhone App Compete?
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 33
“I was in downtown Orlando for MegaCon this weekend and bid for a last minute three-star room for $75 – all while in line for a panel.”
HITEC 2010 - Mobile Distribution
A New Location, Location, Locationfor the Hospitality Industry
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 34
Image Credit: geoftheref on Flickr
HITEC 2010 - Mobile Distribution
Location Based Services
• Foursquare– Enables Free Setup & Custom Badges– Mayor, Check-In, Frequency, Wildcard Specials
• Yelp!– Monetizing Setup , Plus $300-$1,000 Monthly– Heavily Food & Beverage Oriented
• Gowalla– IHG Partnering for “HIT it Big” Promotion
• Check-in on Weekend Stay, Register for Bonuses
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 35
HITEC 2010 - Mobile Distribution
Location Based Services - Continued
• Best Prospects for Offers– Frequent Guest Program Members– Returning Guests (Non-Program Members)– First Time Guests (Not Familiar with Property)
• Types of Specials– Most Frequent Visitor (Mayorship)– Check-In (Discount / Value Add for Visit)– Frequency (Bonus for Nth Check-In)– Wildcard Offer (Special Offer for Having a Badge)
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · 36
HITEC 2010 - Mobile Distribution
Disruptive Mobile Innovations
• Yelp! Monocle - Augmented Reality– Point Camera Down Street, See Reviews
• Kayak Connect - Booking– Mobile Meta-search Gets Transactional
• Google Store Views– Google Maps Street Views Goes Indoors
• Apple iTravel– Streamlining the Travel Experience
• Openways– Innovative Mobile Door Locking System
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 37
HITEC 2010 - Mobile Distribution
Yelp! Monocle
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 38
HITEC 2010 - Mobile Distribution
Kayak Connect
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 39
HITEC 2010 - Mobile Distribution
Apple iTravel – Booking Transactions
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 40
HITEC 2010 - Mobile Distribution
Apple iTravel – Traveler Identification
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 41
HITEC 2010 - Mobile Distribution
Apple iTravel – Revolutionary Air Experience?
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 42
HITEC 2010 - Mobile Distribution
iTravel – Revolutionizing Event Merchandising
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 43
HITEC 2010 - Mobile Distribution
iTravel – Revolutionizing Conferences?
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 44
HITEC 2010 - Mobile Distribution
Openways – Doors or Distribution?
• Uses Mobile Phone as Room Key– Engages Guest Prior to Arrival / Kept through Stay
• Does not Require Replacement of Door Locks– Device Added to Existing Lock Set
• Smartphone– App Downloads Unique Audio Code From Cloud
• Feature Phone– SMS Text Message / Calls Servcer / Plays Code
• Will Support NFC in FutureJune 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 45
HITEC 2010 - Mobile Distribution
Every Innovative Mobile Ideais Not Always a Good Idea…
June 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · Page 46
HITEC 2010 - Mobile DistributionJune 23, 2010 - Orlando, Florida Robert Cole | RockCheetah · 47
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Robert Cole
RockCheetah LLC
robert@rockcheetah.com
http://rockcheetah.com/blog/
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