In-flight Engagement - Connecting with Travellers Through Apps

Oliver Clark, Director of Sales, EMEA

Provider of integrated app marketing products that deliver cohesive mobile app

marketing to optimize user acquisition.

About Fiksu

800 CLIENTS

2300 APPS

300%

YEAR OVER YEAR GROWTH

230 EMPLOYEES

3 CONTINENTS

Media Buying – Tracking - Optimisation

Boston London Singapore San Francisco Helsinki Seoul Tokyo

Client Examples

The Mobile Opportunity

$100 Billion Dollar Mobile App Economy

Smartphone owners

check their devices

150x / day

75% of adults pick up

their smartphone within

15 minutes of waking up

$92 billion

in revenue will

be generated

by mobile apps

in 2018

Apple and

Google Play app

store downloads

topped102 billion

in 2013

Mobile: over 50%

of transactions

on Amazon, Gilt,

Groupon, and

more; 75% of

Facebook and

Twitter usage

2B smartphones expected to ship

in 2014 – vs. 300M PCs

2013 mobile app

revenue

Fiksu estimate:

$38 B

Gartner – Dec 2013 ABI Research, March 2013 Various GARTNER – Sept 2013 ABI Research, March 2013

Mobile Time Is Spent in Apps

Source: Nielsen

13%

87%

Mobile

Web

APP

E-commerce Is Mobile

50%

Social Is Mobile

75%

Bookings Will Move to Mobile…

More than one-quarter of US travellers said they turned to their phones for destination selection and shopping.

… Despite User Frustrations

“Airlines in particular were the most clueless of travel providers when it came to easy smartphone

integration with websites and applications.”

-- June 2013 polling by Google and Ipsos MediaCT

“More than half (53%) do not trust apps… Respondents (16%) also say that, aside from the big

brands, they don’t know who is behind the apps”

-- January 2014 poll by Sunshine (UK travel agency)

Connecting With Your Most Valuable Travellers

Yes 71%

No 23%

Not Sure 6%

Yes No Not Sure

Affluent travellers: Have you downloaded an app for your travel loyalty or rewards programs?

Travel Industry Has Been Disrupted Before…

… And Could Be Disrupted Again

Are You Keeping Up?

“This year, we have increased our mobile marketing and are spending a good amount on driving mobile downloads for our app, which is something that at this time last year

we really weren’t doing. We believe that there’s good long-term value in doing it and are spending more on mobile downloads and mobile marketing than we have before.”

-- Jon Guljord, senior director of marketing operations, Expedia

Case Study: HotelTonight

• Big name competition: Expedia, Kayak, Travelocity, Priceline

• Partnered with Fiksu to drive downloads quickly • Cost per install (CPI) quickly dropped to $0.30,

eventually $0.20 • Cost per registration stayed below $2 • Hit #1 on Travel Charts; stayed top 25 for most of

two years

Case Study: HotelTonight

Fiksu is “a true partner in achieving our business growth” and “our ace in the hole.”

-- Sam Shank, CEO, HotelTonight

Getting To Your Destination

App Store Success Is Within Your Reach

0

1000

2000

3000

4000

5000

6000

7000

US UK Germany France

Estimated downloads / day to reach top 25 in Travel (iOS)

Average CPI for 2014:

$1.20 - $1.29

An Environment of Constant Change

Programmatic Marketing Illustrated

Before $0.95 After $0.74

Final Thought

“If airlines continue to lag consumer demand in updating technology, they’ll miss the

chance to connect directly with travellers, hindering opportunities for significant

incremental revenue growth.” -- eMarketer

Want to talk?

oclark@fiksu.com

www.fiksu.com

@fiksu

Thank You!

Learn more:

www.fiksu.com/ebooks