1. Brand Strategy
BrandingxTechnology
Casey Huth

2. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
➵ Mobile device usage at social places are hotly debated and being constantly redefined.
➵ Early-adopter business’s and restaurants are embracing new mobile technologies to update the
experience for their customers.
➵ Even though it’s a new market, they are crafting a valuable edge in the industry’s competitive
landscape.
➵ From social media promotion to advertising

3. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
Ideas&Concepts
Sydney, Australia
Mundo Global Tapas
➵ Customers use the restaurant-provided iPads instead of menus
➵ Access photos of every dish
➵ Customers can notify chefs of how they want their steaks
cooked.
➵ Advantages over the paper medium
➵ easy revisions for fluctuations in price
➵ keeping track with inventory so customers don’t order items out
of stock.
➵ The restaurant envisions the iPad menu to eventually
revolutionize the dynamics of food ordering by utilizing local
weather and customer moods to recommend meals.

4. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
Ideas&Concepts
New York, New York
The Plaza Hotel
➵ One of the first luxury hotels that is using iPad to help
enhance the customer experience.
➵ Guests have control of a large assortment of hotel-
related activities straight from the iPad.
➵ Requesting room service
➵ Scheduling wake-up calls
➵ Making spa appointments
➵ Printing boarding passes.
➵ The Plaza have adjusted their definition of luxury to how
products can promote the holistic experience of staying at
the hotel.

5. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
Ideas&Concepts
London, England
Berkley Hotel
➵ Plans to offer hotel guests iPads for the duration
of their stay to use as a travel guide.
➵ Mobile itinerary
➵ Customized, selected apps that help craft the
travelers experience in the area.
➵ Apps will suggest the top-five places to
visit.
➵ Providing a list of local ‘hidden gems’.

6. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
Ideas&Concepts
Naples, Florida
Naples Tomatoe
➵ Utilize an iPad to recommend wine for customers instead
of a sommelier.
➵ Wine connoisseurs can browse through the
Mediterranean restaurant’s 550 Wine Spectator-
recognized wine list.
➵ Cusomer’s can recognize certain brands & read
descriptions.
➵ Easy revisions for fluctuations in price.
➵ Keeping track with inventory so customers don’t order
items out of stock.

7. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
Ideas&Concepts
Manhattan, NYC
4foods
➵ healthy fast food restaurant, 4food, plans to
equip their waiters with iPads for assisting the
ordering process.
➵ The use of iPads fits the restaurant’s
progressive goal to embed contemporary
technology into its restaurant infrastructure to
serve healthy food.
➵ The interior of the yet to be opened restaurant
will also loosely imitate the aesthetics of an
Apple store.

8. 10INNOVATIVEUSESOFTHEIPADBYTHEHOSPITALITY INDUSTRY
Ideas&Concepts
Rezbook iPad Ap
Urban Spoon
➵ Allows iPad users to view table layouts
and make reservations on the tablet.
➵ Integrate the app’s services with the
traditional paper reservation process to
expand the outlets for connecting with
customers.
➵ The app also allows its users to indicate
allergy information and propose seating
preferences.

9. HOWAPPSCANHELPBUILDBRANDS
Ideas&Concepts
• 50 billion iOS App Store downloads
• Over 500 million active Apple iOS accounts
• 50 billion downloads, we can then assume that each user has downloaded approximately 100 apps, on
average.
• 80% of branded apps have been downloaded less than a thousand times, failing to attract attention.
• brands that have managed to achieve app success add tangible value to peoples’ lives in seamless and
consistent ways.
• Change focus from generating transactions to fostering relationships.

10. HOWAPPSCANHELPBUILDBRANDS
Ideas&Concepts
Case Study: Domino’s Pizza App
• Created a real-time tracker that enables customers to follow
their order from the assembly line down to the exact delivery
time.
• an interactive and customisable menu
• a built-in game to amuse the customer
• mobile coupons for them to redeem against their next
purchase
• the application proved not only to be a success, but provided
the customer with an enjoyable distraction while awaiting
delivery of their order.

11. HOWAPPSCANHELPBUILDBRANDS
Ideas&Concepts
Case Study: American Airlines App
• creation of a complementary mobile app that
addressed customers’ needs as they
progressed through crucial milestones of the
flying experience
• travel booking
• flight detail tracking
• providing a virtual boarding pass
• entertainment
• airlines’ customer loyalty program
• Evolve from selling a lifestyle to serving a
memorable experience.

12. HOWAPPSCANHELPBUILDBRANDS
Ideas&Concepts
• Great brands view mobile as just one of the means to make
peoples’ lives better.
• How brands effectively respond to what people want today
and need tomorrow is one of the many touch-points within a
customer’s ecosystem of brand experience.
• Successful brands will be those that create a better future
for their customers,
• resolving tensions between what people want today and
need tomorrow.
• mobile connects people to experiences that leave a positive
impact on their lives.