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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 in 2004
Turnover $35m and EBITDA $2.8m
Current market capitalisation $65m
why mobile web
Mobile browsing projected to outstrip desktop by 2014!
Source: Morgan Stanley Research, April 2010
High speed mobile networks and an increased distribution of mobile data-flat rates
Global Mobile vs. Desktop Internet User Distribution 5)
[User m]
why mobile
advertisingadvertising
In his Mobile World Congress keynote address,
former Google CEO Eric Schmidt describes the
mobile ecosystem as a confluence of computing
power, connectivity and cloud computing, and
proclaims a new focus for the industry:
“putting mobile first”
Eric Schimdt, outgoing CEO Google at the World Mobile Congress 2011
45,000,000 mobile phone users aged 18+ in UK
26,545,00 mobile media users (59%)
22,950,000 use M-Commerce (51%)
Mobile Media•Downloaded and used a mobile app•Downloaded a ringtone, music track.•Used social media•Accessed the internet/any website•Purchased a product or a service
M-Commerce•Used mobile for research for purchasing•Used mobile for enhancing a purchasing experience•Paid for something on mobile straight to bill•Paid for something on mobile via card/bank/PayPal
Source: IAB Consumer M-Commerce Study October 2010, Comscore August 2010Base – All mobile users (1039)
UK penetration of
mCommerce
30.2m people visited
commerce sites on the fixed line internet in
December 2010
Mobile makes up 17% of the total UK eCommerce audience (duplicated)
6.3m people visited
commerce sites on the
mobile internet in December
2010
mobile as a percentage
of eCommerce
Source: ComScore
•Ebay saw £2.1 million spent on its UK
mobile site on 12th December 2010
•ASOS generated £1 million of sales on its
mobile site in December 2010
Source: NMA 21/1/20211Ebay
latest industry data
huge existing demand for travel
on the mobile web
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Mobile Traffic by Sector
Unique Visitors
*Source: ComScore
large volumes of mobile web traffic
even when a site is not in place..
79,951 Unique Visits
402,107 Unique Visits
286,889 Unique Visits682,045 Unique Visits
419,817 Unique Visits
178,451 Unique Visits
200,146 Unique Visits
1,408,302 Unique Visits
*Source: ComScore
Hi Paul,VielenDank für die
1983 2000 2007 2010
The mobile market is fragmented and
constantly evolving…
the challenge
Air Berlin is Europe’s 6th largest airline, carrying 34m passengers in 2010
Operate 153 aircraft with a 2010 turnover of €3.2billion
98% of Air Berlin ticket sales are made online at airberlin.com
In 2009 Air Berlin started to see a significant volume of web traffic from mobile devices
air berlin case study
Web analytics showed 3% of traffic coming to airberlin.com was from a mobile device
99% bounce rate from homepage from mobile
Air Berlin decide to invest in a suite of mobile services to meet customer demand and tender for a mobile partner
business case for mobile
Competitor analysis
1-2-1 customer research
Evaluate technical
infrastructure
Target market behavioral analysis
Online content assessment
How did we approach Air Berlin’s requirements?
analysis of requirements
Three phased mobile strategy
Develop mCommercemobile site to meet growing consumer
demand and open up the mobile channel to
all devices in the market
Develop smartphoneapplications & create mobile CRM strategy
HTML5 mobile internet experience
and tablet applications
developing a mobile strategy
Dynamic Proxy Transcoding - use website as the content source
No internal IT resource requirement
Filter relevant content for display on mobile
FIT ML
PR
ESEN
TATI
ON
LA
YER
CO
NTE
XT
LAYE
R
how did we integrate?
YOC’ s platform supports every global mobile device
Optimise for all models, browsers, OS versions, user
interfaces, media attributes, screen sizes, connection
type and script support
Currently over 14,000 different devices
Dedicated handset database team
optimisation
iPhone application developed enhancing the features on the mobile site
Additional features added including video, twitter feed & service centre
Over 90,000 downloads to date and Android application planned for Q3
phase two iPhone application
65% of all traffic from search
Seamless mobile experiences from
search results and email campaigns
Product level mobile redirects ensure
that the user is automatically redirected
to the relevant mobile page (rather than
the standard desktop version)
seo, sem, email marketing
results
Over 170,000 flight bookings since launch in July 2010
200,000 mobile check-ins since launch
400% increase in mobile web traffic to January 2011
apps still play an important role
YOC developed iPhone Apps for each of the travel case studies
Apps have delivered strong metrics for all 4 brands
Bookings on mobile web exceed bookings on apps for each brand
apps which truly use native
functionality will continue to add value
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
• Where does the mobile web fit into my customer journey?
• How can I deliver the best “quote & buy” journey on the mobile web?
• How can I insure my mobile site will deliver a great experience on the
every device available today and future devices?
• How can I develop a high end mobile site quickly, at low cost and without
having to engage internal resources?
questions for you...