What’s happening in the Hotel industry? Snapshot of the key metrics for going mobile and how industry players are now heading towards digitization. It's the appcessorizing era, everything is now being connected to an app!

1. Mobile
&
Hotels
The
ul'mate
mobile
customer
journey
2013

2. Hotel
technology
is
ripe
for
disrup3on
Property
owners,
hotel
operators
and
franchisees
are
all
trying
to
maximize
profits
but
they
aren’t
always
in
agreement
about
investment
in
technology
and
its
returns.
Therefore,
technology
hasn’t
kept
pace.
The
good
news
is
that
this
will
allow
the
industry
to
leap
frog
the
interim
steps,
to
everyone’s
benefit
“Through
inves'ng
in
the
right
technology
at
the
right
'me,
savvy
hoteliers
will
be
ensuring
that
their
facility(s)
are
able
to
effec'vely
maximize
their
ongoing
revenue
capability
now
and
into
the
future.”
Klaus
Kohlmayr,
Senior
Director
–
IDeaS
Consul'ng,
IDeaS
Revenue
Solu'ons
Proprietary
&
Confiden9al
2

3. Mobile
is
every
where
1.82B
smartphones
expected
worldwide
in
2013
More
than
1.5
million
Time
spent
on
mobile:
apps
are
available
in
the
-­‐ 70mins
web
browsing
Apple
app
store
and
-­‐ 127mins
mobile
apps
Google
play
store
-­‐ 168mins
television
Each
smartphone
user
runs
41
Apps
Proprietary
&
Confiden9al
3
hIp://www.marke9ngtechblog.com/mobile-­‐appeal/

4. So9ware
is
driving
the
economy
- 106
- 78
- 12
- 38
-1
-7
1.5
+ 427
+ 132
+ 73
+ 4
+ 71
+1
2.5
Market
Cap
Change
in
5
Years
in
US$
B
Proprietary
&
Confiden9al
4

5. Disruption is affecting every industry
Proprietary
&
Confiden9al
5

6. Applica3ons
are
exploding
across
industries
250
Publicly
Available
Apps
(End
2012)
200
150
No.
of
Apps
100
50
0
Automo9ve
Industrial
Media
Hotels
Proprietary
&
Confiden9al
6

7. And the Hotel Industry is being impacted
Proprietary
&
Confiden9al
7

8. As
is
the
Travel
industry
as
a
whole
Proprietary
&
Confiden9al
8

9. Wi-Fi is King
“A
free
wireless
connec9on
is
the
most
important
amenity
for
hotel
goers,
followed
by
free
breakfast.
Browsing
the
internet
over
a
plate
of
waffles
is
a
guest’s
real
idea
of
luxury”
Proprietary
&
Confiden9al
9
hIp://blogs.cisco.com/sp/its-­‐not-­‐the-­‐spa-­‐its-­‐the-­‐hotel-­‐wi-­‐fi-­‐thats-­‐key/

10. The digital impact on hotels
In
2000,
the
internet
accounted
for
1%
of
hotel
bookings,
A
decade
later,
bookings
across
digital
channels
breached
50%.
Distribu'on
Channel
Analysis:
A
guide
for
Hotels,
Green,
Cindy
Es'sis
and
momanno,
Mark
2012
61%
or
US
internet
users
research
travel
online
prior
to
booking*
How
Travel
Brands
manage
their
online
reputa'on
making
the
most
of
owned,
earned
and
Paid
media
(Emarketeer,
November
2011)
Cost
of
booking
on
their
own
sites
($2-­‐$6)
vs.
OTA
($40-­‐$120)
Interna'onal
Hotel
Industry
Mintel,
September
2011
Proprietary
&
Confiden9al
10

11. *That
61%
researching
online
we
men3oned…
Proprietary
&
Confiden9al
11
hIp://www.moolapedia.com/2012/08/12/top-­‐10-­‐hotel-­‐review-­‐sites/

12. Hotels
&
Mobile
• 5,403,000
use
mobile
for
travel
services
(US)
via
ComScore
• By
2015
IDC
predicts
that
smartphone
sales
will
nearly
double
to
982M
globally
• 34%
of
travellers
used
mobile
pre-­‐purchase
-­‐
via
EyeForTravel
• Travelzoo's
local
daily
deals
are
valued
at
$400
million
• Africa
is
leading
the
world
in
m-­‐commerce
with
489
million
mobile
phone
users
(60%
of
mobile
web
users
use
phones
to
purchase
goods)
via
Hotel
Industry
70% of bookings via the phone are
for same-day reservations, likely
equating to high price/margin
bookings.
Proprietary
&
Confiden9al
12
hIp://www.webiny.com/blog/2012/04/14/the-­‐state-­‐of-­‐online-­‐travel-­‐market-­‐revenue-­‐growth-­‐and-­‐trends/

13. A
hotel
appstore?
• Own
App
Store
• 18
apps
• Templated
apps
to
maximize
economies
of
scale
• Book
rooms,
buy
9ckets,
order
room
service,
etc.
800,000
downloads
• Casinos
track
and
interact
with
guests
via
smartphone
apps.
Proprietary
&
Confiden9al
13

14. Apps
mean
that
everything
can
be
connected…
Some
hotels
have
reported
an
18%
increase
for
in-­‐room
dining
orders
since
offering
mobile
features.
More
hotels
distribute
iPads
to
guests
for
ordering
room
service,
ameni'es,
USA
today,
Roger
Yu,
14
June
2011
Proprietary
&
Confiden9al
hIp://www.rtcmagazine.com/ar9cles/view/102735

15. Even
your
doors…
Proprietary
&
Confiden9al
15
hIp://www.assaabloy.com/com/Products/seos-­‐mobile-­‐acces1/

16. It’s
all
about
the
App
and
all
its
ingredients
Developers
Licenses
Distribu3on
Fonts
Updates
User
Interface
Services
PlaNorm
Code
Images
Languages
Security
Geography
Versions
APIs
Marke3ng
Documenta3on
Appstores
Specifica3ons
Proprietary
&
Confiden9al
Analy3cs
16

17. And
it
only
gets
worse
Complexity
As
complexity
increases
so
does
your
exposure
in
the
areas
of
brand
damage,
increased
cost,
longer
9me
to
market
and
IP
leakage.
s
nguage
r
of
La
Numbe
f
PlaNorms
Nu mber
o
sity
A pplica3on
diver
Number
of
Apps
Proprietary
&
Confiden9al
17

18. So
how
do
you
start?
1) Define
the
Customer
Journey
2) Iden9fy
the
biggest
and
fastest
wins
3) Then
aggressively
tackle
• Wireless
requirement
• Social
media
• Owned
sites
• External
social
media
4) What
technology
can
you
leverage?
• Exis9ng
Internally
• Exis9ng
Externally
5) Mone9za9on
Models
6) What
do
you
need
to
build?
• Apps?
• APIs?
• External
Partnerships?
hp://www.socialfish.org/2011/12/associa'ons-­‐going-­‐mobile-­‐
infographic.html
Proprietary
&
Confiden9al
18

19. Exicon
–
App
LifeCycle
Management
Company
Exicon
is
the
core
plalorm
providing
intelligence,
tools
and
connec9ons
to
unlock
the
full
poten9al
of
mobile
technology
to
support
business
growth.
Proprietary
&
Confiden9al
19

20. Define
your
mobility
roadmap
Proprietary
&
Confiden9al
20

21. And
we
have
a
SaaS
PlaNorm
to
support
your
apps
Proprietary
&
Confiden9al
21

22. Our
plaNorm
manages
your
complete
App
Lifecycle
1
Define
your
needs
Know
what's
happening
to
make
smart
decisions
• App
+
API
directories
• Compe9tor
benchmarking
for
Apps
+
APIs
• Relevant
news
for
Apps
+
APIs
• Brief
crea9on
for
your
projects
• Trend
reports
Building
your
so9ware
Manage
assets
and
partners
securely
• 3
best
of
class
qualified
developers
• Partner
Network
Management
• Project
documenta9on
aggrega9on
• Tracking
for
your
project
workflow
Proprietary
&
Confiden9al
22

23. Our
plaNorm
manages
your
complete
App
Lifecycle
2
Engaging
with
your
customers
Get
your
so9ware
downloaded
• Appstore
distribu9on
&
discovery
• Social
media
outreach
to
drive
downloads
• In-­‐app
and
mobile
promo9on
for
downloads
• Drive
API
calls
Measuring
your
performance
Analyze
the
ups
and
downs
of
your
applica3ons
• Appstore
distribu9on
&
discovery
• Social
media
outreach
to
drive
downloads
• In-­‐app
and
mobile
promo9on
for
downloads
• Drive
API
calls
Proprietary
&
Confiden9al
23

24. Customers
60
Markets
1,500
Connec9ons
Between
Development
Houses
and
OEM’s,
Enterprises,
Brands
globally
4,000
Development
partners
On
every
con9nents
for
a
beIer
worldwide
integra9on
10,000
Successful
Applica9ons
for
your
benchmarking
and
80%
of
our
work
with
our
customers
is
repeat
business
compe99ve
analysis
Proprietary
&
Confiden9al
24

25. CHAIRMAN
&
CEO
Stefan
Rust
sales@exiconglobal.com
WEBSITE
Transforming business by Application
www.exiconglobal.com
Proprietary
&
Confiden9al
25