Think Mobile First! - Amazon S3 · What is Think Mobile First! • Focus • Strategy • Execution – Know your business ... Mobile is more than… • Apps • Websites • Tools

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Think Mobile First!• Member of the Expedia/Microsoft IPO

Management team

• Mgmt member of: Brand Team; Hotels Team; Online Marketing; and Media Sales

• Microsoft 1998

• Expedia from 1998‐2003

• IAC Travel/Interval International 2003‐2006

• Chairman of HSMAI 2010‐2012

• Columnist for Hospitality Upgrade

• Digital Media and Strategy Expert

www.digitaldnainfusion.com | Copyright 2013 Digital DNA Infusion, LLC

What is Think Mobile First!

• Focus• Strategy• Execution

– Know your business– Know your metrics

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What is Mobile?

• Tablet• Smartphone• Dumbphone

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Why now?

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Mobile Research/Information

3 Major Research/Information types:1. Planning/Booking2. En Route3. Onsite

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Consumer activities on Mobile

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Travelers’ Digital Sources

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Mobile: Users are Highly Qualified

• Booking Patterns• Revenue Management matters

– Not all consumers will book– Researchers are very valuable

• 41% of Mobile travel researchers make a purchase1

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www.digitaldnainfusion.com | Copyright 2013 Digital DNA Infusion, LLC| 1 Nielsen Mobile Path to Purchase Aug 2012

“Think Mobile First”

• Re-evaluate strategic & operational priorities • Metrics drive actions• Does not mean “Act Mobile First”

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Evaluate Mobile Readiness• Holistic, Multi-Channel Execution • Requires Internal Alignment

– People– Processes– Technology

• Must extend to agencies, partners, b2b & consumers

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Think about this

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Mobile is more than…

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Mobile is more than…• Apps• Websites• Tools• Media• Marketing

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Mobile Travel: Best-in-Class

• Who is investing?• Who is taking risks?• Who is failing fast?• US trails the world…

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What metrics & feedback matters?• User Experience Design• User Satisfaction• Full Digital Metrics• Seamless Technology Platforms

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Investment and planning• If you can (or do) capture…

– Time/Location data– CRM data– And… the user’s intent is more visible…

• You have the opportunity to serve– “Personalized” experiences, and…

• To build, buy or partner for “Big Data”analytical services– To influence & increase purchases in real time

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Mobile First is Cross Functional

• Marketing• Sales• eCommerce• Distribution• Revenue

Management• Operations• F&B

• Facilities• Call Center• Loyalty• Vendors• Partners• Agencies

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Mobile First Requires:

• Alignment• Planning• Investment• Collaboration

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Framing a Mobile First strategy• Who is your internal cross-functional

Mobile Champion?• What do your current analytics show?• What are the demographic and

psychographics of your target customers?• Why are you most interested in Mobile?• What is your competitive set offering?

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Thank you!

• David Atkins• [email protected]• @atkinsdavid• 305-458-2311

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mailto:[email protected]

Documents

Think Mobile First! - Amazon S3 · What is Think Mobile First! • Focus • Strategy • Execution – Know your business ... Mobile is more than… • Apps • Websites • Tools