Camerjam mobile travel masterclass yoc

Adding value through mobile web services

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

MOBILE INTERNET

one scalable solution

delivering a premium

user experience

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

Fully transactional mCommerce siteBookingsCheck-inLive arrivals/departures

mobile internet site

Dynamic Proxy Transcoding - use website as the content source

No internal IT resource requirement

Filter relevant content for display on mobile

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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

Austrian Airlines

promoting a mobile site

hotels – HRS mCommerce Site

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...