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Smartphones and tablets … constant connectivity and mobility … these devices and trends have a massive impact on the lives of every business and leisure traveler. But what has the industry learned since the idea of the always-connected traveler became the norm? Where are the next opportunities for the travel industry in the mobile space? And, perhaps most important of all, what are the rapidly evolving expectations of on-the-go customers as they interact more with travel brands via mobile devices? Panellists: Bill Loller, vice president of mobile product management, Tealeaf, an IBM Company Julie Ask, vice president and principal analyst, eBusiness and channel strategy professionals, Forrester Research Inc.
Citation preview
The Mobile TravelerExperience
WebinarNovember 8, 2012
K
Kevin MayEditor / Moderator
Gene QuinnCEO / Producer
Panelists
Bill LollerTealeaf, an IBM CompanyVP, Mobile Product Management
Julie AskForrester Research, Inc.VP and Principal Analyst, eBusiness and Channel Strategy Professionals
Poll no. 1
Poll no. 2
Bill LollerVP, MobileTealeaf, an IBM Company
The Mobile Experience
© 2012 IBM Corporation
Agenda
Mobile Trends & The User Experience
Consumer Expectations
Winners & Losers
Experience Management: CX Mobile
Best Practices
© 2012 IBM Corporation
Mobile Driving Success/Failure
“eBay sees mobile as a game changer”
© 2012 IBM Corporation
The Mobility Spectrum
Past Future?Present
Mobility is not about devices, it is about Peoplebeing increasingly Mobile, and paradigms that enable them
© 2012 IBM Corporation
The iPhone is bigger than Microsoft
Source: APPL and MSFT SEC Filings
© 2012 IBM Corporation
Ubiquitous mobile penetration
© 2012 IBM Corporation
Consumer behavior increasingly mobile focused
© 2012 IBM Corporation
We sold more smartphones than PCs last year
Tablets alone will surpass PC sales in 2 to 3 years
© 2012 IBM Corporation
Travel and mobile Travel may just be the killer app for mobile devices. – Wall Street Journal, Aug 27, 2012
14
© 2012 IBM Corporation
Travel and mobile
15
© 2012 IBM Corporation
Travel and mobile
16
© 2012 IBM Corporation
Expectation vs. reality85% of adults who have completed a mobile transaction in the past year expect the experience to be better than using a laptop or desktop computer
Yet 41% of comments about the top mobile companies expressed frustration
© 2012 IBM Corporation
Consumer expectations for mobile are high
© 2012 IBM Corporation
Bad mobile experiences = real consequences
--------------------------
“A bad review in the app store scars your app for life”
– Mobile Orchard (leading iOS Blog)
@xxxx *sigh* So depressing. Why do this?
© 2012 IBM Corporation
1. Inability to complete a transaction
2. Search functionality
3. User interface
Top consumer struggles
63% of all online adults would be less likely to buy from a company via other purchase channels if they experienced a problem conducting a mobile transaction.
© 2012 IBM Corporation
1. Convenience
2. Ease of use
3. Time savings
Mobile stars
Some companies are getting mobile right and people are talking about it
© 2012 IBM Corporation
Lessons learned
Mobile consumers are task-oriented– Give them the essentials– Give it to them consistently (match mobile and
regular web site)– Make it readable– Serve it up quickly
Even if you do all of this …
© 2012 IBM Corporation
Tealeaf CX Mobile
© 2012 IBM Corporation
Discover “why” customers succeed or fail
Automatically detect customer struggles, obstacles or issues
Drill down into actual user behavior, complete with gestures
Translate customer feedback into actionable improvements
Correlate customer behavior with network and application data
Unprecedented visibility into the mobile experience
See the complete mobile experience through the eyes of your customers
Native Apps
Mobile Site
Hybrid Apps HTML5
CX Mobile covers all
mobile channels
© 2012 IBM Corporation
Mobile web
New this year!
HTML5 support
Chrome renderer for BBR
High fidelity mobile replay
© 2012 IBM Corporation
Native Apps
New this year!
- Android support
- Screen capture
- Stack traces
© 2012 IBM Corporation
Coming soon: mobile usability – heatmaps & link analytics
© 2012 IBM Corporation
Mobile DOM rendering
© 2012 IBM Corporation
Best Practices
© 2012 IBM Corporation
Common mistakes
Visual overload
Making user fill out long forms
Not accounting for size/width of the finger
Not accounting for device width
Heavy or too many image files
Not using CSS3/HTML5 (reduces need for images)
Opaque design – user can’t figure out what is happening
Not setting a home screen icon
Making pages non-zoomable
© 2012 IBM Corporation
Best practice: Make it easy
As the research shows, only 17 percent of mobile users feel the ease of use is what they’d expect.
There’s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps.
© 2012 IBM Corporation
Make it easy: Design for mobile
© 2012 IBM Corporation
Best practice: Listen
✓Customers have lots of ways of telling you (and everyone else) what works and what doesn’t – app store reviews, Twitter, Facebook, etc. They are sharing critical information.
✓Be open to learning and optimizing from what they are saying.
© 2012 IBM Corporation
Listen: Reviews, tweets, FB = VOC
© 2012 IBM Corporation
Best practice: Simplify
✓Move from doing things because they are cool to doing things that help customers buy on mobile devices.
✓Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers.
✓For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry.
© 2012 IBM Corporation
Simplify: KISS
© 2012 IBM Corporation
Thank You
Poll no. 3
Making Leaders Successful Every Day
Mobile Traveler Experience
Julie AskVice PresidentNovember 8, 2012
Drive Your Competitive Advantage With A Mobile First Approach
Key Questions
• What does “mobile first” mean?
• How do consumers use mobile phones for travel today?
• How should the travel industry approach the design and development of mobile services?
Key Questions
• What does “mobile first” mean?
• How do consumers use mobile phones for travel today?
• How should the travel industry approach the design and development of mobile services?
The phone sees a phone.
Mobile phones will diverge from PCs in terms of what they can do — so too must your approach to developing and delivering mobile services.
You need a “mobile first” approach.
“Mobile first” doesn’t mean that mobile takes a higher priority than other devices/channels.
“Mobile first” means you design for mobile at the start rather than using a retrofit approach.
Mobile will be unique. Mobile will be:
• Highly contextual• Well-suited for tasks• A new services layer
© 2012 Forrester Research, Inc. Reproduction Prohibited 50
1. Mobile must be highly contextual.
Phones will have a host of new technologies
Technology Opportunity (examples)
• 3D cameras• Biometrics• Conversational voice recognition• Near field communications (NFC)
• Distance measured, gesture control• Security, access cards, ID• Verbal command (e.g., Siri)• Payments, ticketing, and information
Co
ntr
ols
• 3D displays• High-resolution displays• Micromirrors• Touch inputs (fine-tuned)
• Augmented reality, video output• Media consumption, bar codes• Image projection, picoprojectors
Dis
pla
ys
• Accelerometers (detects motion/tilt)• Chemical sensors• Gyroscopes• Magnetometers• Microbolometers (infrared)• Pressure sensors
• Phone orientation as control, pedometer• CO detection, food freshness• Gesture control, navigation, games• Directions — “Is it over there?”• Night vision, heat, light/dark• Height in buildings
Dat
a co
llec
tio
n
Source: A.M. Fitzgerald & Associates, Yole Développement, and interviews with Atmel, InvenSense, and Sharp Electronics
Forrester defines context as “the sum total of what your customer has told you and is experiencing at
their moment of engagement.”
Context includes:
Situation: the current location, altitude,
and speed the customer is experiencing
Preferences: the history and personal
decisions the customer has shared with
you
Attitudes: the feelings or emotions
implied by the customer’s actions and
logistics
Think of this less as “Big Brother” watching . . .
http://www.flickr.com/photos
. . . and more like “Big Mother” helping
The line between creepy and helpful is thin, gray, and curvy.
Context is mostly about location today, but it is getting a lot more interesting.
• Biometrics• Display technology• Gesture-based control
Fundamentally
altered
navigationAdd more
contextual
dimensions
• Distance? Depth?• What floor in building? What aisle?• What direction is the consumer facing? • Light? Dark?
The potential of context will evolve with timeL
evel
of
con
text
ual
so
ph
isti
cati
on
High
Low
2011 2012 2013 2014 2015 2016
• Purchase intent?• In my store? In a competitor’s store?• Within 1 hour of flight? Two days?
Add intelligence
• Behavior/preferences• GPS• Time of day Basic context
Wayfinding is important in travel – especially “what’s nearby … my location?”
Source: Apple Maps
Or, “where is Mickey Mouse?”
Is “my ride close by?”
–2 days
• Change reservation
• Reserve seat
• View reservations
–2 hr
• Check gate
• Departure time
• Lounge access
• Upgrade
Flight
• Arrival time
• Food order
• Movies
• Wi-Fi
+2 hr
• Ground transportation
• Lost luggage
• Navigation
+ 2 days
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
Contextual use of time will help prioritize home page content
Airline example based on user time
© 2012 Forrester Research, Inc. Reproduction Prohibited 61
2. Mobile will be task-oriented.
Consumers surf on PCs . . .
. . . and explore.
When I am researching a big trip, I go online
• Longer sessions
• Visit multiple sites (e.g., airline, hotel, Lonely Planet)
• Read reviews, ratings, recommendations, etc.
Day
s to
Wee
ks
Online
Research Decide
Location
Hotel
Travel
Activities
© 2012 Forrester Research, Inc. Reproduction Prohibited 65
Consumers are task-oriented on phones.
But when I’m on the go, I have different needs
Mobile phone
Theater Times
Share Photos
Book Hotel
Get Taxi
Short, discrete tasks
Qu
ick
Hel
p/R
efer
ence
Find Baggage
Find way
Find Thai Food
Change Flight
Day
s to
Wee
ks
Online
Research Decide
Location
Hotel
Travel
Activities
3. Mobile will be a services layer and an enhancement to real-world experiences.
TravelMobile tactics such as augmented reality can be used to help travelers find restaurants that fit their tastes, budgets, attire, etc. while on the go.
Mobile will add a digital services layer to hotel rooms
Peak is
12,000 ft
TV Instructions
Movie ScheduleInternet Access
Rain
Forecast
Key Questions
• What does “mobile first” mean?
• How do consumers use mobile phones for travel today?
• How should the travel industry approach the design and development of mobile services?
SuperConnecteds
Entertainers
Communicators
Talkers
Inactives
Increasingmobile
sophistication
Connectors
• Use primarily communication services (e.g, SMS)
• Primarily use voice
• Do not own a mobile phone
• Use mobile Internet at least weekly• Conduct 2 or more mobile advanced
activities at least monthly
• Play games, listen to music or Watch TV/video at least weekly
Mobile Technographics® Profiles
• Use mobile phone for work purposes more than 25 percent of their time
Consumers are mobile savvy
43%
32%
14%
16%
29%
10%
Sources: 2011 Q2 European Benchmark, North American Technographics Benchmark Survey Q2/Q3, 2011, Q2 2011 Asia Pacific Benchmark
29%
29%
6%
34%
19%
7%
52%
51%
41%
12%
7%
8%
(Metropolitan)
SuperConnecteds
Entertainers
Communicators
Talkers
Inactives
Increasingmobile
sophistication
Connectors
42%
32%
14%
16%
29%
10%
Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US)Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually
49%
38%
16%
17%
27%
4%
65%
47%
45%
13%
13%
3%
Frequent travelers are even more savvy
US online adults
US online Leisure
travelers
US online Business travelers
Among frequent business travelers, 72% own smartphones.
India Argentina China Mexico Australia Brazil UK EU7 US
95% 93% 93% 92% 90% 87% 85% 82%
69%74%
85%
71%77%
59%63% 61%
48% 51%
At least monthly or more often
At least daily or more often
© 2012 Forrester Research, Inc. Reproduction Prohibited 73
Consumers in emerging markets have higher adoption and usage of SMS
How frequently do you send or receive SMS/text messages on your primary mobile phone?
Source: North American Technographics Online Benchmark Survey (Part 1) Q2,2012 European Technographics Online Benchmark Survey, Q3 2012Latin American Technographics Online Benchmark Survey, Q3 2012Asia Pacific Technographics Online Benchmark Survey, Q3 2012
Base: Online adults 18+ (online monthly or more) with at least one active cell phone
Apps from hotels that allow you to find hotels, check-in, and choose bed/pillow type
Apps that search for hotel rooms, flights, and travel deals
Apps that track flight status, delays, cancellations, and/or gate changes
Apps from airlines that allow you to book, check-in, and view flight schedules
8%
12%
14%
19%
5%
6%
7%
10%
US online adults Smartphone owners
© 2012 Forrester Research, Inc. Reproduction Prohibited 74
Consumers are also using travel apps on their mobile phones…
Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US)Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually
Bases: 3,325 US online adults with mobile phones or tablets, 1,587 US online adults with smartphones
Which of the following types of travel-related apps (free or paid) have you used on your MOBILE PHONE in the LAST 12 MONTHS?
Apps from hotels that allow you to find hotels, check-in, and choose bed/pillow type
Apps that track flight status, delays, cancellations, and/or gate changes (e.g., FlightTrack)
Apps that search for hotel rooms, flights, and travel deals
Apps from airlines that allow you to book, check-in, and view flight schedules
8%
10%
13%
13%
US online adults
© 2012 Forrester Research, Inc. Reproduction Prohibited 75
… and on their tablets
Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US)Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually
Which of the following types of travel-related apps (free or paid) have you used on your TABLET in the LAST 12 MONTHS?
Bases: 3,325 US online adults with mobile phones, 1,587 US online adults with smartphones or tablets
© 2011 Forrester Research, Inc. Reproduction Prohibited
Church o
r pla
ce o
f wors
...
Bank
Store
s
Events
Libra
ry
Restaura
nt/coffe
e shop
Outd
oors
School
Train
/subway/
bus Car
Work
Airport/
airpla
ne
Hotel
Bathro
om
Oth
er room
in m
y house
Home o
ffice
Kitchen
Bedroom
Living ro
om
4%3%7%
11%7%
27%27%
9%10%
30%26%
36%39%
24%26%24%
51%
77%84%
5%7%
15%15%21%
35%35%
19%18%
29%
39%44%
48%
34%37%42%
55%
80%
91%Female Male
Tablets are primarily home-use devices, but they do travel with them
Base: 510 US Online Adults 18+ (Online Monthly or More) who are tablet owners
Source: Forrester’s Consumer Technographics Q3 2011 Devices and Telecom Recontact Survey (US)
Where do you use your tablet? (Select all that apply)
Key Questions
• What does “mobile first” mean?
• How do consumers use mobile phones for travel today?
• How should the travel industry approach the design and development of mobile services?
Define use cases.
Websites are a static collection of information and services linked by process and logic
© 2012 Forrester Research, Inc. Reproduction Prohibited 79
PastExistingNew
Book
Choose flight
People?
Time?
Location?
Choose date
Reservations
Check mileage
Give feedback
Get receipt
Select res #
Get receipt
Select res #
Change seat
Change res
Balance
Status
Use rewards
Loyalty
Airline example
Action/Service
Information
Mobile must map to use cases and passenger needs
© 2012 Forrester Research, Inc. Reproduction Prohibited 80
“I’m late!”
Check-in
Departure time
Gate #
Boarding pass
“My flight was canceled!”
Rebook air
Book hotel
Options
Notification
“I need transportation.”
Taxi rates
Airport map
Train schedule
Bus rates
Action/Service Information
Leverage Mobile At Every Step Of The Customer Journey
© 2012 Forrester Research, Inc. Reproduction Prohibited 82
Where can mobile enhance consumer touch points throughout their commerce journey?
PlanPick a
destination/flight/seat and book.
TravelCheck in, arrive
airport, board, and fly.
Focus on Convenience – especially where immediacy adds value.
Which is a more convenient means of travel? Why?
Changing the channel on your TV?
Consumers will adopt and use convenient services
A product or service is
considered to be convenient if:
Σ Benefits > Σ Inhibitors
The Mandarin Oriental app offers convenienceImmediacy
Plan and book: Access hotel deals with the click of a
button
Context
Stay: The app makes location based recommendations
Simplicity
Plan and book: Simply enter information by importing from
contact list
Develop a plan to evolve sophistication.
Focus on consistency — a pragmatic first stepL
evel
of
mo
bile
so
ph
isti
cati
on
High
Low
Evolution of services over time
NothingMultichannel
• Migrate services that are frequently used online and are mobile.
Consistency
United’s mobile services have a similar look, feel, and functionality as the main website online
Web (computer) iOS App Mobile Web
iPad
Source: www.united.com
Mobile can enhance other touchpointsL
evel
of
mo
bile
so
ph
isti
cati
on
High
Low
Evolution of services over time
NothingMultichannel
Cross-channel
• Mobile doesn’t have to be a holistic replacement for other channels or touchpoints.
Enhancement
© 2012 Forrester Research, Inc. Reproduction Prohibited
Where is there value in immediacy?
Airline: travel day
Logistics
changeArrive airport
Check bags
Board / TravelCheck in
• Reservation #• # of bags• Boarding pass
• Name / ID card
• Boarding pass
Alter
reservation
Change seat
assignment
Change time
• Alt flights• Change fees
• Assigned seat• Upgrade coupons• Open seats
• Upgrades• Wi-Fi• Food• Baggage on
board• Customs
forms
• Gate change• Rebook flight• Missed flight• Time change• Plane change• Seat change• Flight
canceled• Etc.
Security
Arrive gate
Arrive /
Disembark
• Find baggage• Baggage lost• Ground
transportation• Navigation• Hotel shuttles• Car rentals
Passengers will want to act immediately on this information. Send notifications.
High Medium
Mobile can offer new servicesL
evel
of
mo
bile
so
ph
isti
cati
on
High
Low
Evolution of services over time
NothingMultichannel
Cross-channel
Mobile-unique
• New products, processes, and services
Breakthrough
Mobile boarding passes
In-seat entertainment
Context must deliver simplicityL
evel
of
mo
bile
so
ph
isti
cati
on
High
Low
Evolution of services over time
NothingMultichannel
Cross-channel
Mobile-unique
Advancedcontextual
Simplicity
–2 days
• Change reservation
• Reserve seat
• View reservations
–2 hr
• Check gate
• Departure time
• Lounge access
• Upgrade
Flight
• Arrival time
• Food order
• Movies
• Wi-Fi
+2 hr
• Ground transportation
• Lost luggage
• Navigation
+ 2 days
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
Contextual use of time will help prioritize home page content
Airline example based on user time
Get your technology team involved.
Flight–2 days +2 hr–2 hr +2 days
• Change reservation
• Reserve seat
• View reservations
• Check gate
• Departure time
• Lounge access
• Upgrade
• Arrival time
• Food order
• Movies
• Wi-Fi
• Ground transportation
• Lost luggage
• Navigation
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
Let’s go back to the airline example
Airline example based on user time
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
Traveler mobile tasks
Actualizing this scenario requires deep alignment with the technology team
Flight–2 days +2 hr–2 hr +2 days
• Book reservation
• Change reservation
• Request upgrade
• Reserve seat
• Check gate
• Departure time
• Lounge access
• Upgrade
• Arrival time
• Food order
• Movies
• Wi-Fi
• Baggage carousel
• Ground transportation
• Lost luggage
• Navigation
Flight reservation processes
Flight timeline
Travel business
processes
Customer loyalty processes
Flight processes
Baggage handling processes
© 2012 Forrester Research, Inc. Reproduction Prohibited 101
Are you ready for this new world? How do you stack up?
You don’t have a mobile strategy.
Your mobile services are a subset of your PC experience.
Your mobile team consists of one person or less.
You have not optimized your website for mobile.
You are still pursuing one-off projects.
You are not working closely with your technology counterparts.
Some obvious signs you are behind include:
Summary: Mobile first• Acknowledge mobile is different and understand
how.
- Contextual
- Task-oriented
- Services layer
• Design based on mobile use cases.
• Leverage mobile throughout the consumer journey.
• Focus on convenience – especially immediacy
• Develop a strategic plan to evolve the sophistication of services and use of context.
• Involve your technology team early to plan and build the infrastructure.
Poll no. 4
Q & A
Thank You!
Please
Please send your questions and comments to Kevin May, [email protected]
Replay of today’s webinar and presentation will be available tomorrow at www.tnooz.com