5 Steps to a Successful Mobile Strategy in Travel

Glenn Gruber
AVP, Travel Technologies
Ness Software Product Labs
 Poll
• Who already has a

 Mobile-optimized Web Site

 Mobile App
Mobile is Not a “Nice to Have”
Mobile is Not a “Nice to Have”
 Mobile Devices at the Center of Traveler
Interactions
• Mobile is for when
you’re not at home Dream
• Always-on, always-
available
Share Plan
communications channel
– The Local Resource Guide:

What can I do and when

can I do it? Explore Book
– Reminders
• Mobile is social
 5 Steps to Success

Prioritize Evaluate Create Your

Determine Use Analyze and
Mobile Device Technology Development
Cases Adjust
Support Options Roadmap
 Step 1: Determine Use Cases
• Understand what role mobile
plays within the traveler
lifecycle, how it supports, Dream
extends other channels
• What are the gaps in current
communication, interaction Share Plan
channels?
• What changes in behavior do
you want to achieve?
• Complex decisions v. Spur of the
moment Explore Book
• Social, Location-based Services
• Do not lose sight of your Brand
Step 1: But Don’t Lose Sight of Your Brand

Source: Forrester Research

Mobile Application Development Challenges

• Hardware diversity
– Screen Parameters, Keyboard features
– Memory
– Processing power etc
• Software diversity
– Platforms
– User preferences
• Environment
– Deployment Infrastructure
– Carrier Restrictions
• Difficulty to “write once and run any where”
9
Step 2: Prioritize Platform/Device Support
• Ever increasing
number, ever
expanding
definition of mobile
devices, and
operating systems

• Do you know what

your customers are
most-likely using?
Step 3: Evaluate Technology Options/Process

• App-centric v. Mobile Web-

centric
• Consider which device
capabilities will be leveraged
• Optimized for Smartphone
specifically, or “Write Once
Run Anywhere?”
• Flash v. HTML5
• Leverage proprietary
development platform or
industry standards?
So, where do you start?
Mobile Web Mobile App
Mobile Web
• Pros
– 35% of mobile subs use browser
– Search discoverability
– Cross-device support
• Cons
– Latency
– Loss of screen real estate
– Not all browsers created equal
• Best Practices
– Browser re-direct to m.domain.com
or .mobi
– Provide mobile appropriate content
– Design with mobile users in mind
– Use tools that optimize by platform
Mobile Apps
• Pros
– More than 60 apps downloaded for
every Apple device sold
– Robust user experience
– Fully leverage native device
– Placement on device
• Cons
– Cost & resources to develop for
multiple platforms
• Best Practices
– Don’t rely on AppStores
– Provide true utility
– Android is just as important as
Apple
Mobile = Location
 Step 4: Create Your Roadmap
• Run mobile development like a product, not a
project
– Develop release schedules
– Spend appropriate time on mobile architecture,
don’t rush to code
– Estimation
• Be agile, don’t wait for “the big release”
 Step 5: Analyze and Adjust
• Roadmap shouldn’t be static
– Anything changing in the user base?
– Evaluate new devices, platforms, access methods
– Analysis of usage – where, when, features
– Re-evaluate UI accordingly
• Continuously changing mobile ecosystem may demand change in strategy
In 2009, smartphone ownership in the US grew by 61% and daily mobile Web browsing grew
by 89%. Annual planning cycles for a mobile product road map will result in dated plans.

With mobile Web and application development cycles running at three months or more for

the custom design of complex services with deep integration into existing infrastructure,
we're not suggesting rethinking mobile every three months.

We are suggesting that companies revisit their proposed offerings at least every six months
to ensure that they are keeping pace with consumer expectations and skills.

-Forrester: Creating a Mobile Services Product Roadmap (July 8, 2010)

Mobile App Development Experience

18
 Ness Profile
• Global Technology services provider Software Product
Engineering
– Revenues of $572
– 85% from existing clients, $650+MN backlog
– About 7,700 employees Enterprise
Applications & Software
• Superior offerings and capabilities Business Distribution
Services
– Unique software product engineering model
– Global delivery capability
– Experienced sub-vertical, domain teams and IP
– Cutting edge real time products and solutions for the defense industry
• History of growth – 7-year CAGR of 18%
• Combination of established and emerging markets
• Focus on complex, highly regulated industries
– Software and High Tech, Financial Services, Travel Technologies, Life Sciences,
Public Sector, Defense and Homeland Security, Telecom & Utilities
Over 500 Diversified Clients Worldwide
ISVs and High
Tech

Travel

Financial Services

Utilities &
Government

Pharmaceuticals
& Life Sciences

Defense &
Homeland
Security
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 Case Study: Checkmytrip.com
Challenge

• Checkmytrip.com gives travelers online access to their

itineraries
• Wanted to provide anytime, anywhere access to travelers’
information via a mobile device.
• Limited mobile development experience

Solution

• End-to-end development
• Support for 5,000 phone models, including the Apple® iOS,
Google Android™, BlackBerry® and Windows Mobile™
platforms, as well as Java feature phones.
• iPhone app developed in Objective C w/ xCode IDE; Most
other apps developed using J2ME Polish framework
• App provides access to travelers’ itineraries as well as
integration with Amadeus’ e-Travel

Results

• Received with wide acclaim

• Receives over 10,000 downloads per week
• Re-skinned for TMCs
• Launched 4 months ahead of schedule
Thank You for Your Time
Glenn M. Gruber
AVP, Travel Technologies
Ness Software Product Labs
glenn.gruber@ness.com
Mobile: 781.249.4049
@ggruber66