Mobile strategyWhat’s now, and what’s next

Tine Thygesen

‣ Brands use our platform to create apps more easily and inexpensively

‣ We specialize in travel and location-based, especially city guides

Mobile strategy and apps for tourism & travel

Used in 95 countries by food and design lovers, bloggers and urbanites

Everplaces the app: User generated mobile travel tips

Mobile is not tomorrow. It’s today

1. Planning

52% consumers used mobile device to book travel. Laptop 48%. Mobile Marketer, March13

17% of global web traffic comes from mobileMashable August 2013

1. Planning

This is where the journey starts

What’s are you trying to achieve?

1. Dreaming

2. Planning

3. Booking

4. Experiencing

5. Sharing

Search (mobile optimized web)Browse (accidental)SEO/ Ads/ Social campaigns: Outward push

Generate awareness

Tablet is great for experiential marketing

- Home- Social

- M.Commerce- Video

• Generate awareness, attracting new interest

• Improve experience of current guests to get return, referrals and social spread.

Mobile strategy’s million dollar question. What are you trying to achieve?

OR

1. Dreaming

2. Planning

3. Booking

4. Experiencing

5. Sharing

Perhaps this would be more effective?

Create fans not customers Recommendations are stronger, more trustedCheaper

Mobile is best for creating fans

52% use apps in-destination

‣ 94% research things to do‣ 75% search for restaurants‣ 80% for maps and directions

Loyalty/ Membership

‣ be rewarded‣make life easier

iPhone users more valuable

‣ More time. iPhone user spends 71 min a day on his phone, but a HTC user only 47 in‣ More used apps iPhone has 27 apps installed (11 are used weekly), HTC users

has 14 apps (7 used weekly)‣ More money on apps. iPhone user spends 4 time more money on apps than

other smartphones (13 kr a month vs kr. 3)‣ More active. iPhone user uses apps 5,6 time a day and websites 2,7 times a day.

For HTC its 4,4 time for apps and 2,1 for websites

Average iPhone user vs HTC Android user

Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup

Verticals of passion

Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup

people only share with people who

care

achievement pridetruly helpfulhow i want to be seen

Big verticals of passion

TravelMusicSportsFood

Active lifestylePets

Interior decoration

The verticals get very small- Footnote (historical documents)- Birdpost (bird watching) - Coastr (beer)- DisFriends (Disney)- Library Thing (books) - ComicSpace (comic books) - deviantART (art & illustration) - Dogster/Catster (pet owners)- Ravelry (knitters) (350,565 users)

We built an ambassador corps of 60 people in 21 countries

- Service fast and great- Ask for advice

- Involve- Compliment and thank

Spreading the word

‣ Responsive design / mobile optimized is best for awareness

‣ Native apps are best for engagement & loyalty

‣ Mobile for on-the-go, tablet for home, lab top for complexity.

Focus your energy: Which platform?

Marked share

US market share:Android: 52,4%iPhone: 39,2%

iPhone users more valuable

‣ More time. iPhone user spends 71 min a day on phone, HTC user only 47min. ‣ More used apps iPhone has 27 apps installed (11 used weekly), HTC users has

14 apps (7 used weekly)‣ More money on apps. iPhone user spends 4 time more money on apps than

other smartphones (13 kr a month vs kr. 3)‣ More active. iPhone user uses apps 5,6 time a day and websites 2,7 times a day.

For HTC its 4,4 time for apps and 2,1 for websites

Average iPhone user vs HTC Android user

Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup

Design is everything

But great design on Android is hard!

First, a catch up!Next steps for most organizations should not be innovation, but getting the basics right.

- All pages mobile optimized

- All apps to be visual, fast and service a core purpose

- Partner distribution infrastructure

- Data structured and accessible

- Streamline experience cross device

Technological progress

Services that increase speedMobile check in and outOrder faster from table/ room / in advance

Mobile payments Order and pay automatically, SquareUse existing infrastructure, SkypeTransfer money, MobilePay

Bridge between offline and onlineQR code equivalent

Smarter notifications will enable communicationRoom is ready, Madonna is on stage 3, it’s happy hour.

Digital libraries will bring down costsMore offline and AR libraries built up. Google glasses

Cross device capabilitiesMore login and memory cross device. Easier transfer across web, app, device

Service-side developmentsAPIs and agile databasesLess silos. Many sources to one site, APIWidget of contentsPublic and private data opened

Curation and validation by publicMore reviews, comments, UGC

PersonalizationDifferent content for different people

Local context gets biggerGeo fenced notification, POI near you (SLH)

Thank you!

Mobile StrategyProduct design

DevelopmentDigital Training

everplaces.com/business