Camerjam mobile travel masterclass tripadvisor

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

14 June 2011

3

Local Picks launches on Facebook

London Nathan Clapton

TripAdvisor evolves on mobile…

14 June 2011

4

… then came an app store

London Nathan Clapton

TripAdvisor on mobileMeanwhile, users were browsing our desktop site on phones… a lousy

experience with high bounce rates

14 June 2011

5

6 Weeks, No Specs

Just make it betterNov 2009

~1MM Uniques/month

London Nathan Clapton

Launch new features quicklyand iterate based on user stats

14 June 2011

6

50+ mobile related releases in last 12 months

London Nathan Clapton

Mobile traffic is over 10,000,000 unique visitors/month

14 June 2011

7

0

2

4

6

8

10

12

November December January February March April May

Mobile Apps

London Nathan Clapton

Already too late??

14 June 2011

8

London Nathan Clapton

5 Star Family Hotel Spain….

14 June 2011

9

London Nathan Clapton

The Potential of the Mobile Internet

14 June 2011

10

Source:

London Nathan Clapton

What are they all doing?

14 June 2011

11

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?

14 June 2011

12

Or..

London Nathan Clapton

Traffic to our restaurant pages on different platforms:

14 June 2011

13

0

5

10

15

20

25

30

35

40

45

Desktop Mobile Web App

% traffic % traffic

London Nathan Clapton

App Store v Mobile Site

14 June 2011

14

London Nathan Clapton

App or Mobile website?

14 June 2011

15

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

14 June 2011

16

TRAFFIC

Local

Relevance

“Near me Now”

Targeted &

Trustworthy

Content

Right point in

time - context

London Nathan Clapton

Who else?

14 June 2011

17

London Nathan Clapton

Promote and Partner:

14 June 2011

18

Source:

London Nathan Clapton

Pre-loads: Is it an effective distribution channel?

14 June 2011

19

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

20

nathan@tripadvisor.com

THANK YOU

14 June 2011

21