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Today and Tomorrow: The Changing Customer Journey
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How mobile influences marketing (both digital and offline) across the travel vertical.
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Today and Tomorrow: The Changing Customer Journey
1.
Today and Tomorrow:
The Changing Customer Journey © 2013 - Tim Peter & Associates
2.
© 2013 -
Tim Peter & Associates
3.
The future...
© 2013 - Tim Peter & Associates
4.
...is overrated
© 2013 - Tim Peter & Associates
5.
“We always overes;mate
the change that will occur in the next two years...” -‐ Bill Gates © 2013 - Tim Peter & Associates
6.
Let’s take a
journey into the past... © 2013 - Tim Peter & Associates
7.
October, 1980: IBM buys
MicrosoP © 2013 - Tim Peter & Associates
8.
January, 1999 Excite buys
Google for $750,000 © 2013 - Tim Peter & Associates
9.
November, 2001 Sony introduces
MP3 player and first online MP3 store © 2013 - Tim Peter & Associates
10.
June, 2006 NBC buys
YouTube © 2013 - Tim Peter & Associates
11.
January, 2007 MicrosoP introduces
WPhone © 2013 - Tim Peter & Associates
12.
Today: Market dominance!
© 2013 - Tim Peter & Associates
13.
Today:
Market dominance! PC’s: © 2013 - Tim Peter & Associates
14.
Today:
Market dominance! PC’s: Mobile: / © 2013 - Tim Peter & Associates
15.
Today:
Market dominance! PC’s: Mobile: / Music: © 2013 - Tim Peter & Associates
16.
Today:
Market dominance! PC’s: Television & Online Video: Mobile: / Music: © 2013 - Tim Peter & Associates
17.
Today:
Market dominance! PC’s: Television & Online Video: Mobile: / Internet search: Music: © 2013 - Tim Peter & Associates
18.
Today:
Um... Market dominance! PC’s: No Television & Online Video: Mobile: / Internet search: Music: © 2013 - Tim Peter & Associates
19.
not
^ The future is over-‐rated © 2013 - Tim Peter & Associates
20.
“We always
overes;mate the change that will occur in the next two years and underes)mate the change that will occur in the next ten.” -‐ Bill Gates © 2013 - Tim Peter & Associates
21.
“The future is
already here... it’s just not evenly distributed.” © 2013 - Tim Peter & Associates
22.
“Informa;on
overload” © 2013 - Tim Peter & Associates
23.
“Informa;on overload” Alvin Toffler,
“Future Shock” 1970 © 2013 - Tim Peter & Associates
24.
“Man without technology...
is not man” Ortega y Gasset © 2013 - Tim Peter & Associates
25.
“Man without technology...
is not man” Ortega y Gasset (1939) © 2013 - Tim Peter & Associates
26.
Cost of Compu;ng
Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolu;on 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Op;onal (Extra cost) Camera Op;onal (Extra cost) © 2013 - Tim Peter & Associates
27.
Cost of Compu;ng
Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolu;on 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Op;onal (Extra cost) Camera Op;onal (Extra cost) Weight 8.9 pounds Ba)ery Life 2.5 hours Cost $1,100 ($3,000 with opBons) © 2013 - Tim Peter & Associates
28.
Cost of Compu;ng
Processor 2 GHz dual core 1.5 GHz dual core Memory 2 GB 2 GB Storage 120 GB 32 GB + cloud Screen resolu;on 1024x768 1280x768 Movies Yes Yes (internal or streaming) Wifi 802.11 a/b/g 802.11 a/b/g/n Bluetooth Op;onal (Extra cost) Yes Camera Op;onal (Extra cost) 8 MP Weight 8.9 pounds 0.3 pounds Bajery life 2.5 hours 7.75 hours Cost $1,100 ($3,000 with op;ons) $ 629 ($99.99 w/ contract) © 2013 - Tim Peter & Associates
29.
March 6, 1983:
First commercial mobile phone & network © 2013 - Tim Peter & Associates
30.
Guess when
Gen Y was born © 2013 - Tim Peter & Associates
31.
© 2013 -
Tim Peter & Associates
32.
© 2013 -
Tim Peter & Associates
33.
© 2013 -
Tim Peter & Associates
34.
© 2013 -
Tim Peter & Associates
35.
© 2013 -
Tim Peter & Associates
36.
© 2013 -
Tim Peter & Associates
37.
© 2013 -
Tim Peter & Associates
38.
© 2013 -
Tim Peter & Associates
39.
© 2013 -
Tim Peter & Associates
40.
© 2013 -
Tim Peter & Associates
41.
© 2013 -
Tim Peter & Associates
42.
© 2013 -
Tim Peter & Associates
43.
© 2013 -
Tim Peter & Associates
44.
© 2013 -
Tim Peter & Associates
45.
© 2013 -
Tim Peter & Associates
46.
© 2013 -
Tim Peter & Associates
47.
© 2013 -
Tim Peter & Associates
48.
© 2013 -
Tim Peter & Associates
49.
© 2013 -
Tim Peter & Associates
50.
© 2013 -
Tim Peter & Associates
51.
© 2013 -
Tim Peter & Associates
52.
© 2013 -
Tim Peter & Associates
53.
Stupid, but useful
word for today... “SoLoMo” © 2013 - Tim Peter & Associates
54.
Or... “SoLoMoPho”
© 2013 - Tim Peter & Associates
55.
© 2013 -
Tim Peter & Associates
56.
2+ million search
queries © 2013 - Tim Peter & Associates
57.
Starbucks 280 mobile
payments © 2013 - Tim Peter & Associates
58.
30 hours of
video uploaded © 2013 - Tim Peter & Associates
59.
100,000 tweets
© 2013 - Tim Peter & Associates
60.
208,000 photos
uploaded © 2013 - Tim Peter & Associates
61.
© 2013 -
Tim Peter & Associates
62.
June, 2011: “
The Special Rapporteur [of the United Na;ons] considers cupng off users from internet access, regardless of the jus;fica;on provided... to be... a viola;on of ar;cle 19, paragraph 3, of the Interna;onal Covenant on Civil and Poli;cal Rights.” © 2013 - Tim Peter & Associates
63.
“The web is
like electricity. It's just there.” Eric Schmidt © 2013 - Tim Peter & Associates
64.
WSJ: “...as many
as one-‐third of the na;on's [bank] branches now may be unprofitable” © 2013 - Tim Peter & Associates © 2013 - Tim Peter & Associates
65.
© 2013 -
Tim Peter & Associates
66.
7,000
6.1 Billion 6,000 5,000 4,000 3,000 2,000 1,000 953 Million 0 Total Subscriptions -‐ Q4 2011 Smartphone Mobile phone Source: Mary Meeker & Liang Wu hjp://www.scribd.com/doc/95259089/KPCB-‐Internet-‐Trends-‐2012 © 2013 - Tim Peter & Associates
67.
X 7,000
6.1 Billion 6,000 5,000 4,000 3,000 2,000 1,000 953 Million 0 Total Subscriptions -‐ Q4 2011 Smartphone Mobile phone Source: Mary Meeker & Liang Wu hjp://www.scribd.com/doc/95259089/KPCB-‐Internet-‐Trends-‐2012 © 2013 - Tim Peter & Associates
68.
More people own
mobile phones than own toothbrushes © 2013 - Tim Peter & Associates
69.
© 2013 -
Tim Peter & Associates
70.
Business travelers
carrying mobile phones: 95% © 2013 - Tim Peter & Associates
71.
Business travelers carrying
tablets: 64% © 2013 - Tim Peter & Associates
72.
You actually host
more devices than passengers or guests © 2013 - Tim Peter & Associates
73.
© 2013 -
Tim Peter & Associates
74.
•
44% of all cell users • 40% of those 35-‐44 • 50% of smartphone users • 60% of those 18-‐34 © 2013 - Tim Peter & Associates
75.
© 2013 -
Tim Peter & Associates
76.
© 2013 -
Tim Peter & Associates
77.
Overall mobile use 100% 75%
48% 50% 36% 28% 25% 20% 0% Travel Research Travel Booking 2013 2015 Source: Google/Ipsos MediaCT -‐ U.S. August 2012 © 2013 - Tim Peter & Associates
78.
Leisure travelers shop... 100%
96% 94% 75% 50% 32% 31% 24% 25% 18% 17% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT -‐ U.S. August 2012 © 2013 - Tim Peter & Associates
79.
Business travelers shop... 100%
86% 76% 76% 75% 65% 51% 50% 40% 30% 25% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT -‐ U.S. August 2012 © 2013 - Tim Peter & Associates
80.
Mobile travel revenues $10B
$8.0B $8B $5B $2.6B $3B $0B USD (Billions) 2011 2013 Source: US Mobile Travel Spend, PhoCusWright -‐ March, 2012 © 2013 - Tim Peter & Associates
81.
100% 75% 50%
42% 33% 30% 25% 25% 17% 0% Total Hospitality Restaurant Ground Airfare Rail Use of Mobile Payments Source: eMarketer hjp://www.emarketer.com/Ar;cle/Mobile-‐Payments-‐Offer-‐Travelers-‐Convenience-‐Uptake-‐Slow/1009180 © 2013 - Tim Peter & Associates
82.
© 2013 -
Tim Peter & Associates
83.
$8 billion
© 2013 - Tim Peter & Associates
84.
$8 billion /
$800 billion = 1% © 2013 - Tim Peter & Associates
85.
Your customer’s
journey... © 2013 - Tim Peter & Associates
86.
Booking
© 2013 - Tim Peter & Associates
87.
Dreaming
© 2013 - Tim Peter & Associates
88.
Discovery
© 2013 - Tim Peter & Associates
89.
Planning
© 2013 - Tim Peter & Associates
90.
Booking
© 2013 - Tim Peter & Associates
91.
On the way
© 2013 - Tim Peter & Associates
92.
Stay
© 2013 - Tim Peter & Associates
93.
Post-‐stay
© 2013 - Tim Peter & Associates
94.
30 22.5 15 7.5
0 2010 2011 Sites Visited -‐ All E-‐commerce © 2013 - Tim Peter & Associates
95.
© 2013 -
Tim Peter & Associates 30 22.5 15 7.5 0 2010 2011 Sites Visited -‐ All E-‐commerce Sites Visited -‐ Travel Source: Google hjp://www.thinkwithgoogle.com/insights/featured/five-‐stages-‐of-‐travel/ & hjp://www.thinkwithgoogle.com/insights/library/studies/the-‐zero-‐moment-‐of-‐truth-‐macro-‐study/
96.
Hours spent
shopping/booking travel 70% 60% 50% 40% 30% 20% 10% 0% 1-‐2 3-‐4 5-‐6 7-‐8 8+ Leisure Traveler Business Traveler Source: IBM Ins;tute for Business Value Analysis September 2010 © 2013 - Tim Peter & Associates
97.
© 2013 -
Tim Peter & Associates
98.
© 2013 -
Tim Peter & Associates
99.
© 2013 -
Tim Peter & Associates
100.
© 2013 -
Tim Peter & Associates
101.
Hotel guests expect
stay to be personalized around set of choices made at the ;me of booking/prior to arrival 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree Source: Amadeus/Fast Future Hotels 2020 Report (March 2011) © 2013 - Tim Peter & Associates
102.
Next 5-‐10 years 86%
agreed that by 2020, personaliza)on will have been embraced wholeheartedly by the sector and that ‘customers will have the ability to choose the size of room, type of bed, ameni)es, audio-‐visual facili)es, business equipment, etc. on booking and pay accordingly’ Source: Amadeus/Fast Future Hotels 2020 Report (March 2011) © 2013 - Tim Peter & Associates
103.
Task-‐oriented
Contextual © 2013 - Tim Peter & Associates
104.
Situa;on vs. device 42%
of tablet use while watching TV Defining “mobile” © 2013 - Tim Peter & Associates
105.
Context:
Defining “mobile” “Where u @,” al;tude, speed © 2013 - Tim Peter & Associates
106.
Context:
Defining “mobile” Past ac;ons, history, selected preferences © 2013 - Tim Peter & Associates
107.
Context:
Defining “mobile” Assumed aptudes based on situa;on and ac;ons © 2013 - Tim Peter & Associates
108.
© 2013 -
Tim Peter & Associates
109.
© 2013 -
Tim Peter & Associates
110.
© 2013 -
Tim Peter & Associates
111.
© 2013 -
Tim Peter & Associates
112.
© 2013 -
Tim Peter & Associates
113.
© 2013 -
Tim Peter & Associates
114.
© 2013 -
Tim Peter & Associates
115.
© 2013 -
Tim Peter & Associates
116.
© 2013 -
Tim Peter & Associates
117.
Priceline mobile bookings
-‐ Valen;ne’s Day, 2013 26% 74% Within 24 hours of arrival More than 24 hours in advance Source: Priceline.com, February 2013 © 2013 - Tim Peter & Associates
118.
Opportuni;es to improve
© 2013 - Tim Peter & Associates
119.
Opportuni;es to improve
© 2013 - Tim Peter & Associates
120.
Opportuni;es to improve
© 2013 - Tim Peter & Associates
121.
© 2013 -
Tim Peter & Associates
122.
Significant increase
in visits/spend © 2013 - Tim Peter & Associates
123.
Disney MyMagic+
“;ckets” © 2013 - Tim Peter & Associates
124.
Nike+ and Fuel
Band © 2013 - Tim Peter & Associates
125.
W Hotels curated
music mixes © 2013 - Tim Peter & Associates
126.
What’s next? Distance, floor
in building, aisle, what direc;on Light, dark, ;me of day Gesture-‐based control (Xbox Kinect or Wii) Biometrics (Are you excited? Confused?) © 2013 - Tim Peter & Associates
127.
Ques;ons?
© 2013 - Tim Peter & Associates
128.
Your customer’s
journey © 2013 - Tim Peter & Associates
129.
© 2013 -
Tim Peter & Associates
130.
not
^ The future is over-‐rated © 2013 - Tim Peter & Associates
131.
Thank you Web:
;mpeter.com Phone: +1-‐201-‐305-‐0055 Email: ;m@;mpeter.com Twijer: twijer.com/tcpeter
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