Mobile has exploded on to the scene this year. Not surprising since there are 284 million phones for 310 million people in the U.S. Add to that 17 million tablets were sold in 2010. But what do people really want from these portable devices? How do we create an experience that delights them enough to gain brand loyalty in the competitive travel industry? Hugh Jedwill, CEO of Mobile Anthem, uses his background in brand marketing to describe mobile behaviors and discuss how to use them to create a compelling product that will create loyalty and drive business.

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Mobile Marketing &
The Travel Industry
Presented to Orbitz
June 1, 2011
Hugh Jedwill, CEO, Mobile Anthem
@mobilebranding

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Outline
Expectations
Background
Journey
Behaviors
Design/Business Strategy

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Background

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Background: About Mobile Anthem

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Background: Brief History of Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
“greed is good”
+5 yrs, 2010 - Foursquare

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Background: Mobile Promise - McD’s 2011

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Background: Internet 1996

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Background: Size of the Global Market
Human population
4.0 Mobile phone subs
Internet users
Landline phones
TV sets
3.0 Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010

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Background: The Three Blind Men & The Elephant

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Travel becomes Mobile
Increasingly, travelers are turning to their
mobile devices to help research, plan, manage,
document, and share their travel experiences.
Next year, 15.1 million people are expected to
book travel using a mobile device.
“Mobile Travel Takes Off,” March 2011, eMarketer

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Travel becomes Mobile
Check-in service users...are 86% more likely to
access mobile travel services than average
smartphone users.
“Mobile Users Warm Up to the Check-In,” May 2011, eMarketer

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The Journey: Presenter - Building Brands
22 in 10

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The Journey: Presenter - Building Brands

19. Internal coordination
Latest news in
resistance
International
relations
#Libyana

20. Life

21. Behaviors

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Behaviors: What is Mobile?

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Behaviors: What is Mobile?

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Behaviors: What is Mobile?

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Behaviors: What is Mobile?
Is it size?
Features?
Activities?

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Behaviors: 30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010

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Behaviors: What Do Consumers Want?
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK
AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028

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Behaviors: Motivated by Mobility: 39%
Positive attitude...
8
and improving 8
Hard to give up mobile...
and getting harder to 7
Segmentation: 9
Digital Collaborators 8%
7
Ambivalent Networkers 7%
Media Movers 7%
Roving Nodes 9%
Mobile Newbies 8% Digital Collab
Ambiv Networkers
Media Movers
Roving Nodes
Mobile Newbies
1. Pew Internet & American Life Project, The Mobile Difference, March 2009

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Behaviors: OK with Stationary: 61%
No mobile pull
Technology plateau 13
14
Segmentation:
Desktop Veterans 13%
Drifting Surfers 14%
Information Encumbered 10% 10 14
Tech Indifferent 10%
10
Off the Network 14%
Desktop Veterans
Drifting Surfers
Info Encumbered
Tech Indiff
Off Network
1. Pew Internet & American Life Project, The Mobile Difference, March 2009

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Behaviors: Who is Really OK with Stationary?

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A Strategy for Design

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The New Marketing Reality
Consumers
have control
are savvier
are connected
It’s about content
The winners will know
their consumers...

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Travel is an Experience
EXPERIENCE MOBILE POTENTIAL
VALUE CHAIN
Awareness Mobile Banners Increasingly, travelers
are turning to their
Research mWeb, Apps mobile devices to help
research, plan,
Decision mWeb, Apps manage, document,
and share their travel
Booking mWeb, Apps experiences.
Travel to mWeb, Apps, LBS “Mobile Travel Takes Off,” March 2011,
eMarketer
Vacation mWeb, Apps, LBS
Travel from mWeb, Apps, LBS
Memories mPhotos, mTravelogue

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POP - Points of Parity

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POD - Points of Difference

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Consumer Is Boss: You Are NOT the customer
...even if you are
Homer as Focus Group

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CIB: You Are NOT the Customer
“Who uses SMS? I don’t use it.”
- Chicago area mobile UX designer
It’s the most commonly use feature of mobile
More Texts than calls
Teens girls text 4,050/mn

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You Must Target
...or you will not hit anything

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You Must Target

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Don’t Change Behaviors

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Enable Existing Behaviors
Gillette Venus Spring Break Campaign ‘06
• Memories with Friends: Photos on the beach
• Hook-ups: Textual Flirting
• Bored while traveling: VenusBeach mobile game
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game

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Use Insights
Underlying behaviors
Shaving for men AFFIRMS
their masculinity

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For women, shaving
REVEALS their feminimity

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Use Insights
Which is why Intuition and Breeze were big hits

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Be Courageous
Facebook was almost shut down
...in 2006
“Everyone was freaking out,” Ben Parr, then a junior
at Northwestern University

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Be Courageous
“A lot of this is
just social norms
catching up with
what technology
is capable of ”
- Mark
Zuckerberg

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Do Good - Your Consumers Like It

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TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events

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TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events

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TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events

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LEGEND
Inverse Law of Mobile Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
Mind mented
Reality
Quality of Interaction
Apps
mWeb
2D mVideo
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%

52. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Mobile Anthem
Text “anthem” to 41411
for presentation link
@mobilebranding
hugh@mobileanthem.com
312.912.2837 (m)