Post on 09-May-2015
description
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Mobile App & Social Network Trends :
Impacts on Airline Business
Assoc.Prof. Dr. Thanachart NumnondaDirectorSoftware Park Thailand25 July 2011
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Agenda
Technology Trends
Mobile Webs & Mobile Apps
Mobile Payment
Mobile Apps for Airlines
Social Network
Software Park's Social Tools
Social Network : Case Study for Airlines
Summary
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Technology Trends
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Next Major Computing Cycle
Source: Morgan Stanley 2009
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Gartner Top 10 Strategic Technologies
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Trends
Web 2.0
Web as a Platform
OS/Device independence
Cloud Computing
Social Network
Social Network is a Platform
Mobile Computing
Enterprise 2.0
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Enterprise Apps Go Mobile
8Source: Morgan Stanley 2010
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SmartPhones
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Mobile Phone Market Shares Q1 2011
Source :Gartner 2011
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SmartPhone Market Shares Q1 2011
Source :Gartner 2011
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Smartphone Market Shares Q4 2010
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Tablets
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HP touchPad Video
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Android 10.1” Video
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Tablet Sales Prediction
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World Telecommunication Services
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Mobile Web Users
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Mobile Technology
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Mobile Webs & Mobile Apps
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Mobile Web v.s. Mobile Apps
Mobile Web is cheaper
Most smartphone support HTML5
Mobile App is more user friendly can integrate with other apps, social network, location context, etc..
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Mobile Apps Industry Is HugeIt is currently estimated at $7 billion,
with expected increase to almost $17.5 billion in 2012
[GetJar]
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Fragmentation In The Mobile World
Different OS
Different Hardware
Different ScreenSize
Different Input Method
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Categorization of Mobile App Development
Low-end platforms– SMS, JavaCard
Mid-level phones platforms– Java ME
Smartphone platforms– iPhone, Android, Blackberry, Symbian
Source: Wilfred M. Mworia; Mobile BootCamp 2009
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Mobile Market Variety
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Smartphone Platforms
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iPhoneLanguage: Objective-C ; CocoaTouch frameworkDifficulty: Very steep learning curve but gets much easier after thatTools:
Hardware: Mac (pretty expensive)
Software: Xcode (free); iPhone SDK
Pros:
Very comprehensive APIs, very well documented
The iPhone is a great platform esp for consumer level apps
Ready online market place for your apps
Free tools (once you have the costly hardware)
Cons
Very different programming style
Expensive to get a handset to test on
You need specific hardware
Marketplace controlled by Apple; 70-30 revenue sharing; Apps have to be approved by Apple first
Source: Wilfred M. Mworia; Mobile BootCamp 2009
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Android
Source: Wilfred M. Mworia; Mobile BootCamp 2009
Language: JavaDifficulty: Intermediate to advanced Java & Java METools:Hardware: PC or MacSoftware: Eclipse is the editor of choice; Android SDK
Pros:Familiar programming modelVery comprehensive APIs, very well documentedReady online market place for your appsOpen source OSOpen Handset Alliance creates a strong backingFree tools
ConsVariety of device screens, input, size,
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Symbian
Source: Wilfred M. Mworia; Mobile BootCamp 2009
Language: Mainly Native Symbian C++; Java ME, Flash & Python RuntimesDifficulty: Challenging for C++; Java ME more familiar; more control with C++Tools:Hardware: PCSoftware: Symbian Application Development Toolkit (ADT); SDKs e.g. Nokia S60 SDK
Pros:Familiar programming modelVery comprehensive APIs, very well documentedReady online market place for your appsOpen source OSSymbian Foundation backs the development of SymbianHandsets are readily availableMany device types and manufacturers – Samsung, LG, NokiaFree tools
ConsNeeds some good experience with C++
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BlackBerry
Source: Wilfred M. Mworia; Mobile BootCamp 2009
Language: Several options: Java, .NETDifficulty: For Java, if you are familiar with Java ME you’ll be great. .NET is by nature not so hardTools:Hardware: PCSoftware: For Java: Plugin for Eclipse, Blackberry JDE; For .NET: Plugin for VS; MDS Studio
Pros:Options for programming languages and toolsVery comprehensive APIs, very well documentedGood for enterprise appsHandsets are readily availableFree tools
ConsIMHO perhaps not the best for consumer appsWriting apps for different Blackberry devices can get tricky; have to pick the right version of tools for the right OS versionOnly one device manufacturer RIM
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General Guidance to Smartphone Development
Pick a platform
Learn a bit about the OS in general– Understand the environment in which your app
will run
– How the OS treats scenarios like multi-tasking
– Could help with things like performance tuning
Get the tools
Learn the APIs
Design is key for consumer apps
Source: Wilfred M. Mworia; Mobile BootCamp 2009
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Mobile App Stores
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Mobile Apps Price
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Mobile Apps in Thailand
Local Mobile Apps 530 Apps in 2010
Expected local mobile apps in 2011 => 1,300 Apps
Revenue 495 Million Baht
Source: Kasikorn Research Center 2011
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Top 10 Mobile App 2012
Money Transfer
Location Based Services
Mobile Search
Mobile Browsing
Mobile Health Monitoring
Mobile Payment
Near Field Communication Services
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Top 10 Mobile App 2012
Mobile Advertising
Mobile Instant Messaging
Mobile Music
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Mobile Payment
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The convergence of payments and mobile communications is not just logical
– it is inevitable”
John Philip Coghlan, Visa USA CEO March 2007
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What is Mobile Financial Services ?
Source: Mobile Payment series 2009: www.mpayconnect.com
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Mobile Payment Platforms • Mobile Banking: This will enable users to transfer money from account to account, pay bills, manage/monitor account e.g. spending limits, credit fraud. . e.g. Mobile banking platform providers – Promptnow, mFoundry and Firethron.
•Remote Purchase: Using the mobile phone to purchase goods through a secure portal, instead of a computer on the internet. e.g. PayPal’s "Text-to-Buy" enables users to make remote purchases.
Person to person mobile payments: Where a mobile device can be used to complete a person-to-person transaction.
Point-of-Sale: Using a mobile device at a physical store front, at the cash register to purchase inexpensive products quickly and easily. “
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Mobile Payment Evolution
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What does it take to replace cash?
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Some Key ConceptsMobile Remote Payment It covers payments that take place online, in which the mobile phone is used as a device to authenticate personal information stored remotely
Mobile Proximity Payment It refers generally to contactless payments in which the payment credential is stored in the mobile and is exchanged over the air, based on NFC technology, with a dedicated and compatible payment terminal.
Near Field Communication It is a short-range radio frequency communication technology that enables NFC devices located no more than a few centimeters from each other to exchange data. NFC devices are totally compatible with existing contactless technologies like smart cards and contactless stickers.
Source : Binary Mantra Systems
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NFC
NFC allows a device to read and write a contactless card, act like a contactless card and even connects to another NFC device to exchange data.
3 modes :
– Card reading (MIFARE …)
– Peer to peer (initiator & target)
– Card emulating
Distance : 0 - 20 centimeters
Bandwidth to 424 kbits/s
NFC Forum : NDEF specs
N-Mark: http://www.nfc-forum.org/resources/N-Mark
Source : ARCHITECTURE & DEVELOPMENT OF NFC APPLICATIONS Smart-University 20099
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NFC on a Mobile Phone
Contactless
Screen with a user interface
Security
GPS
Loudspeaker and Microphone
Keyboard
Camera
Network
TV
Source : ARCHITECTURE & DEVELOPMENT OF NFC APPLICATIONS Smart-University 20099
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Contactless M-Payment in some countries
Source: Contactless Mobile Payment: ITIF Report 2009
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Mobile Payment Market
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Mobile Shopping Video
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Mobile Apps for Airlines
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Mobile Ecosystem for Airline
Level 1, the basics: providing mobile versions of existing web services.
Level 2, additional “anytime, anywhere” services: enhancing user experience with specific services for people on the road.
Level 3, contextually intelligent services: understanding a traveler’s context in real time and proactively building the service experience around it.
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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Level 1: Basics
Establishing a mobile presence, almost always as an extension of services already available through the web channel
Either Mobile Apps or Mobile Webs
Check schedules, flight status, gate, loyalty program status, book, cancel, check-in, use paperless boarding passes, search and find loyalty program partners, get flight alerts, and more.
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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British Airways
http://ba2go.com
Requires no download of software
supports the same language as ba.com
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BA Mobile Apps
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BA Mobile App Video
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Air France Mobile App Video
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BA Mobile Boarding Pass
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Mobile Boarding Pass Video
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Northwest Airlines
NWA.mobi
the excellent job it does by focusing on utility, with simple tools for mobile check-in, flight and gate status and managing reservations.
NWA recognizes that its mobile users are Internet users, too, so it keeps the experiences consistent
Source:The Best & Worst of the Mobile Web : mobiThinking
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United Airlines
United’s mobile site also failed to cut the mustard, suggesting the airline needs to concentrate its efforts on user experience.
“...browser crashes, poor information display and limited functionality.”
Source:The Best & Worst of the Mobile Web : mobiThinking
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Mobile Apps : Other Features
Virgin Atlantic has apps to handle jetlag and fear of flying.
Qantas has an augmented reality app to help people find their local partners’ venues.
Alitalia allows users to track lost luggage.
American Airlines provides very useful terminal maps.
Lufthansa has a social flying application where travelers can interact with other LH travelers with similar interests nearby, and find pals to share cabs.
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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Lufthansa MemberScout iPhone app
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Level 2: “anytime, anywhere” services
More direct: It’s more than the web: it follows users everywhere, it’s always available in their pocket.
More unbundling.Mobile allows an airline to keep that upselling door permanently open. Passenger must be able to access and book additional options at any time.
More cross-sell. Mobile is also an ideal channel to cross-sell additional services at the right time.
– Example: If a traveler needs to book a cab upon arrival, allow them to do it in one click while in the departure lounge
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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Level 2: “anytime, anywhere” services
More loyalty. Building loyalty has several components, starting with service excellence, understanding travelers’ needs,
More customer service. Being closer to travelers also means being easy to be reached when needed. Click-to-call, click-to-callback, video calls and more
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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Level 3: contextual intelligence
By combining PNR data, location, time, and loyalty data, the airline is in a unique position to make educated guesses about the context of each traveler.
Examples– If a traveler arrives early at the airport, they’d be
interested in special offers for a lounge pass or to cafés/restaurants near their departure gate. But they would not like any of these offers if they arrive late – you would just annoy them.
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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Innovative Areas
Using location services to optimize operations– e.g. No more ‘last call for Mr Jones’:
More real-time feedback.– e.g. Luggage problems can be shared with customers
more proactively
Fraud detection.– Double checking data owned by the airline with other
data available from the mobile carrier
– when a customer books on a website with a name different from the name registered as the phone owner
Source: A different look at the future of airline mobile apps: Martin Collings [shearwaterblog.wordpress.com]
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Social Network
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Social Business Landscape
Source : Hinchcliffe at SBS 2010
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The 21st Century Business Environment
Source : Hinchcliffe at SBS 2010
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Software Park's Social Tools
www.snsconference.com
Collaboration Tools on Cloud
Social Networking Security Conference 2011
www.snsconference.com
Social Networking Security Conference 2011
Software Park Collaboration Tool
Dropbox
Slideshare
Knowhow
Wordpress blog
Google Docs
Evernote
etc.
www.snsconference.com
Social Networking Security Conference 2011
www.swpark.or.th
www.snsconference.com
Social Networking Security Conference 2011
www.facebook.com/softwareparkthailand
www.snsconference.com
Social Networking Security Conference 2011
twitter.com/swpark
www.snsconference.com
Social Networking Security Conference 2011
Dropbox
www.snsconference.com
Social Networking Security Conference 2011
www.slideshare.net/softwarepark
www.snsconference.com
Social Networking Security Conference 2011
knowhow.swpark.or.th
www.snsconference.com
Social Networking Security Conference 2011
softwareparkthailand.wordpress.com
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Social Network :
Case Study for Airlines
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AirAsia Facebook
Hitting one million fans on its Facebook page at the end of May 2011, becoming the first airline outside the US to do so
Karen Chan, AirAsia’s Interactive Marketing Manager– “Social media is like having a housewarming party. First you
create the most innovative, creative invite so that the recipients will want to share it with their friends to attend the party. Once you have all your guests at the party, you will need to know what you’ll be serving on the table, the kind of music you are going to spin, and the activities at the party so that everyone will go back happy and rave about what a great time they had at your party.”
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JetBlue Twitter
JetBlue also leads the airline industry in customer loyalty
join Twitter in Spring 2007. From July 2008 to 2009, JetBlue’s Twitter traffic grew 489%
JetBlue has sent out over 7,500 tweets and has over 1.6 million followers.
The Twitter “kernel of truth”: be receptive to what your followers want.
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Delta Flight Booking on Facebook
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Malaysia Airlines Facebook
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Air New Zealand have nothing to hide!
This dare-bare campaign
celebrated the airline’s transparent fare policy by showing the staff (and even CEO) in a commercial wearing only body-paint!
YouTube views: 6,772,000+
Goals driven– Loyalty
– Revenue
– Engagement
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Air New Zealand YouTube
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Cebu Pacific: “Dancing flight attendants
If you’re more of a dance person then you can always hop on to Cebu Pacific where safety instructions are given out by flight attendants dancing to Lady Gaga songs
YouTube views: 10,096,000+
Goals driven– Revenue
– Engagement
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Cebu Pacific YouTube
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Air New Zealand launches foursquare mayor special
Users who are the mayor of select airports and terminals served by the airline now receive free admission to the Koru Lounge or 100 Airpoints Dollars just by showing their mayor status and boarding pass
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Virgin America & TopGuest
Virgin America guests can earn an additional 25 Elevate points per check-in via TopGuest to Facebook Places or Foursquare — at the airline’s airport terminals or baggage claims — for a total potential of 50 extra points per flight
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Summary
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Why Trends?
In 1950; GDP per capita < $100; Need Financial aids
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The Chonggyechon river,South Korea
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Transformation of the Korean Economy (1945-2003)
Liberationfrom JapaneseColonial Rule
6 Five-Year-Economic- Development Plans
FinancialCrisis
2003P19801962 1970 1995
5,000
10,000
67 87
11,432
7,355
1953
Per Capita (US$)GNI
1990
1945
12,646
OECDMember100(1964)
1,000(1977)
1998
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Korea : Changing Industrial Structure: from Agriculture to Manufacturing / from Light Industry to Heavy and Chemical Industry
1960 1970 1990 1999 1980
HCI Product
Agricultural Product
Light Industry Product
50%
Wig Automobile SemiconductorTextile
2003
Semiconductor, Mobile Phone, DTV, Display, Automobile, Ship-building, etc.
84.8%
12.4%
2.8%
(ICT, 27.6%)
Changes in Export Commodity Profile
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Thank you
thanachart@swpark.or.thtwitter.com/thanachartwww.facebook.com/thanachartwww.swpark.or.thwww.facebook.com/softwareparkthailand