Mobile travel masterclass deck camerjam mobile marketing
0 likes553 views
This document discusses strategies for fine-tuning mobile site and app strategies. It covers several key points: 1. Measure performance metrics like response time, availability, and consistency to identify areas for improvement. 2. Address platform fragmentation by building for the future with technologies that can support new and existing platforms. 3. Think multi-channel by ensuring experiences work across all devices and operating systems. 4. Implement security best practices like on-premise payment systems and only linking to mobile-optimized sites. The document provides a high-level overview of important considerations for optimizing the mobile customer experience across platforms and channels.
Mobile travel masterclass deck camerjam mobile marketing
- 2. How to fine tune your mobile sites & apps strategy June 2012
- 3. Agenda 1. Mobile Stats 2. Fragmentation 3. Build For The Future 4. Ensure Secure Payment 5. Measure Performance 6. Think Multi-Channel 7. Checklist 3
- 4. At a glance 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
- 5. Our clients
- 7. Industry stats Usage mobile websites 8x more growth than apps + 22,4 % Mobile sites + 2,8 % Apps Tomorrow Focus Media 2011
- 8. 2,793,030 195,993 41,029 3,020,436 97,415 1,051,863 98,738 102,454 53,721 187,075 comScore 2012 41,377
- 9. Customer Journey- Mobile QR codes linking ATL to mobile site Mobile Media Access to pricing, product info & reviews anywhere Use social media Intrigue Attract on mobile to ‘like’ & recommend Request brochures Share wish list with friends and family Awareness View promotional discounts Advocate Newsletter & latest Consider Relationship Transaction product catalogue Branch Locator on mobile site Check availability Receive latest offers and invitations to events Engage Convert Create or sync account Add products to mobile basket or wish list Upsell, After Care, Make Packaging QR codes Payments linking to mobile site, adverts, info
- 10. 2. Fragmentation
- 11. OS Breakdown - UK iOS Android Symbian BlackBerry Bada Other
- 12. iOS , Android iOS 5.x iOS 4.x iOS 3.x
- 13. iOS updates
- 14. Browsers - UK Apple Mobile Safari Open Handset Alliance Android Build-in Nokia Brwser NG Dolfin Opera Mini Other
- 15. HTML 5
- 16. 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
- 17. WHY is the mobile landscape so fragmented..
- 19. Traditional development is pricey..
- 20. 3. Build For The Future
- 21. Build For The Future Proxy-Transcoding vs. API Integration & When To Develop In-House
- 22. Optimising for every OS version, device & browser version…
- 23. Full-Service Option Consulting Concept Wireframing Implementation Programming Design Go Live
- 24. In-House Development + Support Consulting Concept Wireframing Support Implementation Programming Design Support Workshops Support Go Live FITML Templates
- 25. Ensure Secure Payment 35% are concerned about security while shopping on a mobile device
- 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
- 27. Measure Performance Response Time, Availability, Consistency
- 28. Mobile Sites Response Time In Response Time Seconds Baur 5,823 Definition: Twenga 9,434 ladenzeile 10,157 Average time it takes to fully load Otto 10,507 a mobile site and complete a task Average 10,744 Conrad 10,785 Amazon 10,967 Ebay 10,993 Bonprix 11,579 Weltbild 11,974 3suisses 12,194 Neckermann 13,776 Compuware Germany, 2012
- 29. Mobile Sites Availability in % Availability Amazon 98,40 Definition: 3suisse 97,46 Ebay 96,07 Measured the time a mobile homepage didn’t Ladenzelle 96,01 load within 60 seconds – either due to back-end/ it related issues or network connection Otto 95,05 Baur 88,91 Neckermann 87,46 Average 86,00 Weltbild 74,77 Twenga 72,03 Bonprix 70,10 Conrad 69,78 Compuware Germany, 2012
- 30. Mobile Sites Response time in Consistency seconds Baur 6,561 Definition: Bonprix 7,555 Twenga 8,235 Standard deviation of sites based on the time Weltbild 8,319 and day accessed. Conrad 10,156 Ladenzeile 10,834 Average 11,244 Ebay 11,658 Otto 13,610 3suisse 14,281 Amazon 14,325 Neckermann 18,147 Compuware Germany, 2012
- 32. The web will have more touch points in a larger digital ecosystem
- 33. Swiss Airlines – Apps Android + iPhone App Perfect travel companion Features include: • Book flights on your mobile • Mobile Check-in • Arrival/ Departure Times & Updates • News
- 34. Austrian Airlines Web App + Native Apps Features include: • Book flights on your mobile • Mobile Check-in • Arrival/ Departure Times & Updates • News • Offers
- 35. HRS mobile site & App 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. 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.
- 36. Airport Zurich – App + Mobile Site
- 37. 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
- 38. Deutsche Bahn – App
- 39. View London - App
- 40. 7. Check List
- 41. Checklist Build for the Future Ensure Secure Payment Works with new and existing sources On-Premise Installation Offers ability to move development Use Established Payment Providers in-house Only link to mobile-optimised sites External advice & support available if and when needed Measure Performance Think Multi-Channel Response Time Works on all devices & operating systems Availability Optimises content for each device Consistency
- 42. Thank You
- 44. Live and Dynamic Content in Cross Mobile Platforms Live Information for a generation on the move
- 45. Agenda mxData Cross Platform Live and Dynamic Content Case Study – Traveline Next Bus Summary Live Information for a generation on the move 45
- 46. mxData Michael Cliffe, CTO Founded 2004 Privately Owned 50+ Employees Based in Wilmslow, Cambridge and London London Tube Map :- 8m Downloads ¼m Connections Per Day Live Information for a generation on the move 46
- 47. Thoughts on Cross Platform 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 Live Information for a generation on the move 47
- 48. 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 Information for a generation on the move 48
- 49. Live and Dynamic Content Live information for a generation on the move
- 50. Case Study - Facts Traveline Next Buses Summary 7% 56% 25% Cross Platform SMS Web Telephone API Static Content 12% Gazetteer, Timetable, Bus Stop Live and Dynamic Content Static + Schedule + Real-Time 60+ Sources, Aggregated through GEOHAWK Live Information for a generation on the move 50
- 51. Case Study - Schematic Calls Static Content Share! SMS Webs Live Content API Apps Live Information for a generation on the move 51
- 52. Case Study – Service Enablers 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 Live Information for a generation on the move 52
- 53. Summary 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. Live Information for a generation on the move 53
- 54. mxData Live Information for a generation on the move 54
- 56. Sun, sea, and mobile CRM! How to delight and engage your custome Mobile Travel, Tourism & Leisure Masterclass - 13th June 2012 Oisin Lunny, Senior Market Development Manager, OpenMarket
- 57. Sun, sea, and mobile CRM.
- 58. Planning the holiday 58 Proprietary & Confidential to OpenMarket
- 59. Planning the holiday 59 Proprietary & Confidential to OpenMarket
- 60. Flight booking confirmation 60 Proprietary & Confidential to OpenMarket
- 61. Finding the hotel 61 Proprietary & Confidential to OpenMarket
- 62. Hotel search 62 Proprietary & Confidential to OpenMarket
- 63. Car parking 63 Proprietary & Confidential to OpenMarket
- 64. Terminal advice 64 Proprietary & Confidential to OpenMarket
- 65. Airport promotions 65 Proprietary & Confidential to OpenMarket
- 66. Customer compensation 66 Proprietary & Confidential to OpenMarket
- 67. Arrivals promotion 67 Proprietary & Confidential to OpenMarket
- 68. In holiday reminders 68 Proprietary & Confidential to OpenMarket
- 69. Security reminders 69 Proprietary & Confidential to OpenMarket
- 70. Customer compensation 70 Proprietary & Confidential to OpenMarket
- 71. Transport innovation • LBS finds nearest licensed cab from database of over 45,000 71 Proprietary & Confidential to OpenMarket
- 72. Re-activation campaigns 72 Proprietary & Confidential to OpenMarket
- 73. Marketing campaigns 73 Proprietary & Confidential to OpenMarket
- 74. Post campaign analytics 74 Proprietary & Confidential to OpenMarket
- 75. Bringing it all together SMS chat A2P SMS Vouchers Voice LBS shortcode Crediting Analytics 75 Proprietary & Confidential to OpenMarket
- 76. OpenMarket customer & partners Proprietary & Confidential to OpenMarket
- 77. 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 Proprietary & Confidential to OpenMarket
- 78. Technology Proprietary & Confidential to OpenMarket
- 79. Technology Proprietary & Confidential to OpenMarket
- 80. Technology Proprietary & Confidential to OpenMarket
- 81. Technology Proprietary & Confidential to OpenMarket
- 82. Contact OpenMarket [email protected] twitter @openmarket facebook @openmarket www.openmarket.com text “sales” to 88600
- 84. Multi-channel customer journey, the importance of data Miranda Clarke Business Development Manager Mobile: +44 7850 - 906 811 Email: [email protected] www.imimobile.com
- 85. Who are we? The smartphone is transforming the way that people interact with organisations. 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 85
- 86. Our experience in the Travel, Tourism and Leisure sector 86
- 87. Your challenges that eventually lead to decreasing profits › AGING INFRASTRUCTURE Cost to change or EOL too high, proprietary equipment with large consultancy and development bills has left organisations paralysed. › DISPARATE DATA 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. › INCONSISTENT CUSTOMER JOURNEY Customer receives different information when booking via different channels, lack of consistency, causing influx of calls to the contact centre & bad customer experience. › DISTRESSED STOCK 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? 87
- 88. The new ‘mobile’ consumer Technologically experienced consumers means a higher expectation in digital lifecycle. 88
- 89. Our approach Intelligent customer data collection Engaging & Data consistent consolidation customer in real time Infrastructure journey Agnostic SaaS Decrease Increase Cost Sales Desktop App Contact Distressed Centre Call stock Reduction 89
- 90. The American Airlines Desktop App DealFinder 90
- 91. The American Airlines Desktop App News 91
- 92. The American Airlines Desktop App Content Management 92
- 93. The result › INCREASED RESPONSE More than 1.5 million downloads › IMPROVED CUSTOMER EXPERIENCE 3 month ROI after launch of Desktop App › INCREASED LOYALTY $1,500,000 incremental revenue in 6 months Customer Satisfaction Scores › REDUCED DISTRESSED STOCK was dramatically improved › INCREASED PROFITS 93
- 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 94
- 95. Thank you! Miranda Clarke Business Development Manager Mobile: +44 7850 - 906 811 Email: [email protected] www.imimobile.com
- 97. MASTERING MOBILE TRACKING 13.06.2012 Gareth Davies | Commercial Operations Director gareth@somoglobal © Somo Ltd.
- 98. MOBILE REPRESENTS A HUGE OPPORTUNITY © Somo Ltd. 98
- 99. BUT FRAGMENTATION IS A CHALLENGE © Somo Ltd. 99
- 100. DATA, TECHNOLOGY & EXPERTISE ARE KEY © Somo Ltd. 100
- 101. THE FRONTLINE IS APP TRACKING © Somo Ltd.
- 102. RELYING ON 3RD PARTY COOKIES WONT CUT IT 3rd Party Cookie © Somo Ltd.
- 103. BUT HELP IS AT HAND! © Somo Ltd. 103
- 104. 3 MAIN METHODOLOGIES UDID, IMEI Most accurate methodology Android ID MAC Address Is it too personal? Identifies probable matches Device Fingerprinting Emerging technology How accurate? Reliable & simple methodology 1st Party Cookies Interrupts the user journey Limited in scope © Somo Ltd.
- 105. WHERE DO I START? © Somo Ltd.
- 106. FOCUS ON YOUR KPIs © Somo Ltd.
- 107. 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.
- 108. MAKING SENSE OF MOBILE www.somoglobal.com LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE Haymarket House 181 Fremont Street 1530 7th St, Suite 100 1440 Broadway 50 Raffles Place, Level 30 28 Haymarket San Francisco, CA 94105 Santa Monica, CA 90401 23rd Floor Singapore Land Tower London SW1Y 4SP New York, NY, 10018 Singapore 048623 +44(0)20 3397 3550 +1 (415) 230 2756 +1 (310) 426 8685 +1 646 512 5127 Ext. 3432 +65 66323551 gareth@somoglobal [email protected] © Somo Ltd.