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| Date post: | 20-Jan-2015 |
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Technology |
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Source:
London Nathan Clapton
Soon, the number of mobile devices will DWARF the number of PCs
18 July 2012
Source:
London Nathan Clapton
Smart vs. Dumb
Business Insider, The Future of Mobile, March 21, 2012
18 July 2012
London Nathan Clapton
Source: Comscore March 2012
64,803
50,665
37,581
34,027
22,429
22,049
15,260
14,887
14,020
12,772
11,988
10,980
10,109
9,344
9,092
8,700
7,897
7,455
7,453
7,263
7,216
7,082
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
TripAdvisor Media Group
TripAdvisor
Booking.com
Expedia
Qunar
Yahoo! Travel
Hotels.com
Kayak.com Network
Ctrip.com International
Indian Railways
Priceline
Southwest Airlines Co.
Orbitz
About.com Travel
HomeAway
Ryanair
eDreams
EasyJet
Hotwire
AOL Travel
Lonely Planet
Voyages SNCF
TripAdvisor – Worldwide The world’s largest travel website
18 July 2012
TripAdvisor is:
+48% larger than Expedia
+129% larger than Yahoo Travel
Source:
London Nathan Clapton
The Significance of Reviews
How important are user reviews to you
when determining which hotel to stay at?
18 July 2012
Commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online
Survey”
I won’t book a property unless it has reviews.
TripAdvisor is the most popular and largest travel
community in the world with….
20 million+ registered members contributing
More than 60 million reviews and opinions (40 new posts contributed every minute of every day)
On 1.5 million+ destinations, hotels, attractions, and restaurants
London Nathan Clapton
The Travel Cycle
18 July 2012
London Nathan Clapton
Local Picks launches on Facebook
Facebook launches a Platform
18 July 2012
London Nathan Clapton
… then came an app store
Phase 1: TripAdvisor evolves on mobile …we launched an app
Desktop Web
Location-based
Local Picks
Restaurant Details
18 July 2012
London Nathan Clapton
Meanwhile users were browsing our desktop site on phones
A lousy experience with high bounce rates
6 Weeks, No Specs Just make it better
Nov 2009 ~1MM Uniques/month
18 July 2012
London Nathan Clapton
Phase 2: Focus on mobile web
• Focused on Mobile Web traffic (not apps) by building simplified versions of TA pages for mobile web
• Launch new features quickly and iterate on User Experience issues • 30+ mobile related releases in first 12 months
18 July 2012
London Nathan Clapton
Phase 3: TripAdvisor Mobile Expands
TripAdvisor City Guides
TripAdvisor ‘Hero’ App
Seat Guru Mobile App
TripAdvisor Tablet iOS/Android
TripAdvisor Mobile Site
18 July 2012
London Nathan Clapton
Attractions much more interesting on mobile
18 July 2012
Attraction Pages = 7% of traffic
Attraction Pages = 16% of traffic
Attraction Pages = 13% of traffic
London Nathan Clapton
User Flow
18 July 2012
London Nathan Clapton
Optimize for a small screen experience
18 July 2012
VS
London Nathan Clapton
Ask yourself?
18 July 2012
What purpose do I want my mobile site to serve?
What are my mobile customers doing?
What devices are they using?
How do they find me?
How often do they return?
Am I serving an existing audience or looking for new
customers?
How will I promote my app/mobile site?
How can I test?
Questions..
London Nathan Clapton
Development Decisions
Maximise Usability
Mobile Web or App?
Native or html5
How many platforms?
In-house or outsource
Decide on goals up
front? Revenue?
18 July 2012
