Mobile Travel: Near me Now
Nathan Clapton
Head of Mobile Partnerships
14 June 2011Mobile Travel Summit, London
The Path to Mobile
London Nathan Clapton
TripAdvisor off of TripAdvisor…Facebook Launches a Platform
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Local Picks launches on Facebook
London Nathan Clapton
TripAdvisor evolves on mobile…
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… then came an app store
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TripAdvisor on mobileMeanwhile, users were browsing our desktop site on phones… a lousy
experience with high bounce rates
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6 Weeks, No Specs
Just make it betterNov 2009
~1MM Uniques/month
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Launch new features quicklyand iterate based on user stats
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50+ mobile related releases in last 12 months
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Mobile traffic is over 10,000,000 unique visitors/month
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0
2
4
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November December January February March April May
Mobile Apps
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Already too late??
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5 Star Family Hotel Spain….
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The Potential of the Mobile Internet
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Source:
London Nathan Clapton
What are they all doing?
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One in five plans travel using a mobile device
29% have booked or researched accommodation
29% researched restaurants
28% checked flight status
Greatest frustration: 47% roaming fees
39% have travel app installed
TripAdvisor Mobile device travel survey May 2011
London Nathan Clapton
What do you want to do?
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Or..
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Traffic to our restaurant pages on different platforms:
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0
5
10
15
20
25
30
35
40
45
Desktop Mobile Web App
% traffic % traffic
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App Store v Mobile Site
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App or Mobile website?
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Now, we have native (hybrid) apps on iPhone, Android, Nokia, Palm, Windows
and mobile browser in over 20 languages
London Nathan Clapton
Supporting new Business Models
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TRAFFIC
Local
Relevance
“Near me Now”
Targeted &
Trustworthy
Content
Right point in
time - context
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Who else?
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Promote and Partner:
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Source:
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Pre-loads: Is it an effective distribution channel?
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iGR Pre-loaded Apps White Paper, - based on survey of 2000 respondents in US
How do you find out about new applications
for your phone?
(all respondents –Multi-select)
Pre-loads is a powerful
discovery channel
Print media
Carrier Sales Rep
6%
8%
Cust Service Rep 17%
Online media 25%
App Stores 26%
Word of mouth 33%
Pre-loads 48%
What applications do you want pre-loaded?
(Excluding 15% of respondents who do not
want pre-loads – Multi-select)
Music 46%
Call Control 49%
Map, Nav, GPS 64%
Map/Nav apps is a highly
desired pre-load category
What pre-loaded applications have you
used?
(All Respondents)
Social Nework 19%
Music 26%
IM 27%
Map, Nav, GPS 31%
Games 37%
Call Control 39%
Map/Nav pre-loads have
a good usage rate
London Nathan Clapton
Summary
14 June 2011
What purpose do you want your mobile site to serve?
What are your mobile consumers doing?
App or mobile site?
Useful tools and services (Wurfl, USABLENET)
New business models?
Promote, promote, promote
Are there pre-load opportunities?
Keep tracking and surveying
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THANK YOU
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