1. Mobile Webinar
How Mobile Technologies Impact Travelers
April 18th, 2011
Will Pinnell, Director of Mobile Strategy

2. Drive customer loyalty Power business performance
Sabre Red Sabre Red Sabre Red Sabre Red
Value Suite Service Suite Revenue Suite Efficiency Suite
Air Customer Profiles Supplier Optimization Workflow Management
Car Web and Mobile Revenue Integrity Post Booking Automation
Hotel Traveler Security Marketing Services Private Fare Integration
Rail Community Business Intelligence
Leisure Developer Tools
Travel Policy Optimization Consulting
great great more more
value service revenue efficiency

3. Agenda
1. The Environment:
• Trends
• Changing Demographics
• App Evolution
2. Sabre Holdings & Mobile Group: Overview
• Our Thoughts on Mobility
• External Factors
• Our Approach
3. 5 Emerging Mobile Trends: Our Response
1. Smartphones Proliferate
2. Mobile Commerce Goes Mainstream
3. Text Taking Off
4. Expanding to Tablets
5. Social & Location-Based
4. 10 Tenants: Building World-Class Mobile Services
5. Case Study: GetThere Mobile Shop & Book

4. The Environment

5. People and their
mobile phones do
really funny things…

6. They take pictures of nearly everything…
Image Source: Ben Miller (213) 447-7719

7. They try to use them everywhere…
http://www.flickr.com/photos/the_colmans/498188691/sizes/z/in/photostream/

8. They are used
for everything
including
reporting
criminal
activity…

9. In-flight
entertainment
http:// http://allweirdnews.com/wp-content/uploads/2008/12/barf-bag.jpg

10. Of course, they
even play
games

11. But also keep us
from doing some
things…
Like talking to
each other…
Image Source: http://scopeblog.stanford.edu/teens_talking_cellphone.jpg

12. And driving well…
Image Source hcireflections.wordpress.com/

13. Of course, not all businesses think
highly of cell phones…
Source: www.puremobile.com/comunityblog/

14. So what do we have…a Transaction Highway
No Denying the Trends
By 2014, over 3 billion of
the world's adult
• Investment firm Morgan Stanley predicts that more consumers will
access the Internet by mobile devices than PCs within 5 years.
population this will happen in 3 years.
Gartner predicts
will be able
to transact electronically
via mobile or Internet
• North American mobile Web consumption increased 110% in 2009
to represent 1.3% of all Web Pageviews with 450 million mobile
technology worldwide (IDC)
Internet users
with a 90%
mobile penetration rate
• 61% of the world population carries a mobile phone and 71% of US
and 6.5 business travelers carry smartphones
frequent billion mobile
connections
Source: Gartner

15. 1.6 Billion
Smartphones
in the World
by 2013
That’s nearly 1
smartphone in
the hands of
every fifth
person in the
world…
Smartphones
Are Everywhere…
15

16. We Think Most Travelers…
Still require a personal touch

17. However Shopping is shifting…

18. Travelers (and customers in general) are
becoming increasingly comfortable
purchasing anything on their mobile phone

19. In fact, the next (& current)
generation of shoppers will expect it…

20. What is your business doing to address this
growing shift to mobility and commerce?

21. How would your
travelers rate your
current mobile
shopping
experience?

22. 68% of shoppers are
frustrated with the
experiences that
retailers provide on
a mobile phone.

23. They have hundreds of phones…

24. And expect you to deliver what they need
from 24 hours a day from it…

25. Information Consumption has Shifted…
-Source: The Joy of Tech by Nitrozac & Snaggy

26. Gen Y: 84 Million Strong
The group has a tremendous amount of
buying power with social media
technology integrated into their lives:
• Born from mid 70s to late 90s
• Half are over 20
• Diverse - fewer than 2/3 white
• 25% raised in a single household
• 75% having working moms

27. Gen Y: 84 Million Strong
QUESTION: How many text messages do
teens send and receives each month?
ANSWER: 2,272 (over 80 per day)
QUESTION: Who spends more money on a
daily basis - Baby Boomer or GenY?
ANSWER: GenY - Average working teen has
more discretionary spending power ($550)
per month than parents and by 2015 the
most of any group

28. The Travel App Evolution:
Tens of Thousands of Choices

29. Travel Extras

30. Itineraries
30

31. Messaging &
Communication Platforms

32. And of course,
Transactions with
Shopping & Booking…
With Policy & Company Preferences Applied…

33. The Travel App Evolution
Travel Extras Itineraries Messaging Transactions
Platforms with Shop & Book

34. A Leading OTA: AP Window Bookings
350
Air KEY TAKEAWAYS
300
Car
• Hotel: 19% of bookings happen same day
54% of bookings happen within 1 day of travel
250 Hotel 71% of bookings happen within 1 week of travel
Vacations • Air: 6% of bookings happen same day
200
11% of bookings happen within 1 day of travel
27% of bookings happen within 3 days of travel
150 50% of bookings happen within 1 week of travel
• Car: 10% of bookings happen same day
100
47% of bookings happen within 1 day of travel
76% of bookings happen within 1 week of travel
50
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Confidential

35. Sabre Holdings & The Mobile Group:
Overview

36. Our Company…

37. Our Company…
We exist to connect people with the
world’s greatest travel possibilities

38. Sabre has been voted as the #1 global
distribution system (GDS) in the world for
12 consecutive years
Connected Travel Agencies

39. Source = Facebook Stats, NASDAQ Press Room, and http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
We have nearly
unrivaled processing power…
peak transactions per second
Facebook = 30 billion pieces of content shared per month = 11,500 per second
Google=34,000, NASDAQ = 64,000

40. With just GetThere®, last year we processed…
$9 billion
in travel transactions online
Image Source: http://data.x-plane.com/images/Runway.jpg

41. Technology for the world’s leading corporations…

42. Providing Technology for over 200 Airlines…
Sabre Airline
Solutions
Crew Dining and
Management Cabin Services
Solutions at
the Airport
Airline
Reservations
Fares and Revenue
Management

43. But this is how most
travelers know us
today…

44. Sabre’s Market Leadership
Sabre Holdings launched
its first mobile services in
2004 to help fulfill its
mission of connecting
people with the world's
Travelocity Sabre Virtually There TripCase greatest travel possibilities.
Today, Sabre travelers can share
itineraries and photos, check weather
and traffic, view maps and city guides, and
book flights and hotels. The global portfolio
of 10 mobile applications is available in
GetThere SabreSonic Web formultiple languages and accessed by over 10M
Mobile Mobile travelers each year in over 100 countries.

45. The Environment
Paper or plastic

46. The Environment
Offline or WEB or MOBILE

47. With External Factors
Mobile VC Investment Was A Massive $6.1B In 2010. Eye for Travel: Fall 2010 Conference
Google, Intel Led The Way
Rob Torres – Google
Mobile will overtake desktop in 2012 or 2013
Mobile: $20M in 2008 jumped to $200M in 2010
Of the $200M, $80M is hotel
Jane Butler - Google Industry Director for Travel
• 1200% increase in travel search from mobile
phones in the last year (compared to 3000% on the Web)
Apple iTravel continues to file patents: Cruise Lines
More than 40 percent of all Twitter posts
now originate via mobile phone, up from 25
percent a year ago
Apple surpasses 10B downloads in
less than 3 years

48. Let’s Face It…
Most people who understand travel don’t
understand mobility
And only some realize the importance (right now).

49. Our Mission
1. Create state of the art mobile
applications derived from
common and available product and
enterprise services.
2. Utilize best practices and
consistent infrastructure in design,
development and testing.
3. Ensure ubiquity in solution and
device independence.

50. Mobile Services Overview
1st Half 2nd Half
2010
2011

51. Our Approach to Mobile Services
Centralize Decentralize
• Application Testing: • UI Development:
• Device • Mobile web browser
• Simulators • WebKit
• QA Testing • Native application
• User Experience: • Services (if BU specific)
• Design Guidelines
• Best Practices These are the services that Sabre
Travel Network is building that we’re
• Technical Consulting: deploying throughout the
• Programming Methods organization today and can deploy
• Technical Strategy more broadly in in 2012
• Services (when common)

52. Sabre Conducted Travel Survey
2007 & 2009
2011 Results to be
Published in
Q2
2009 Results

53. The Roles We Play
1. Enterprise Mobile Services
Mobile Check-In, Mobile Seat Maps, Shop & Book for Hotels, Air, etc.
2. Enterprise Messaging Services
Email, Fax, Global Text Messaging, IVR, Social Media Push
3. Enterprise Mobile Consultative Services
Design Expertise, Testing Infrastructure, Marketplace Awareness

54. 5 Emerging Mobile Trends:
Sabre’s Response

55. 5 Mobile Trends…

56. It used to be
all about the
iPhone…but
Google CEO
Eric Schmidt is
now shipping
400k Android
devices daily
Source: AndroidSpin & Andy Rubin (Twitter re:
300k in Dec)

57. Smartphones Proliferate
4
Global Devices Shipping
Feature
Phones 46% Moving to 5 billion within
trend
# 1
3.3B
3 the next 3 years…
Smart
54% Phones
2 1.4B
1.5B
1.38B
Source: Nielsen
Mobile Web
0.9B Users
0.8B
1 > 1 Billion
0
Cars PCs Telephones Credit Cards TVs Mobile
Phones
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html

58. Mobile...
Android Rockets to the Top
26
RIM
% 46%
33%
2% US Android Market Share Shift
to… From Nov 2009 to Dec 2010
Source: ComScore Jan 2011

59. Sabre Virtually There Mobile Grows…
16
Grew from 2M to 12.5M page
x 100000
views in 2010
January 2011
12
8
Unique Visitors
2011 Goal
18.5M
4
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

60. With Configurability & A New Look
Android
12%
Symbian
8% iPhone
Live & Available Now
46%
RIM
34% Q1
HTML 5.0
Capable =67%

61. Travelocity: Windows Phone 7
Launched
Q4

62. Market Fragmentation

64. The Promise of HTML 5.0 is Finally Arriving…
Q2 2009
FIREFOX SAFARI CHROME OPERA IE
Video Yes Yes Yes
Canvas Yes Yes Yes Yes
SVG Yes Yes Yes Yes
WebGL
AppCache Yes Yes
GeoLocation Yes Yes
Workers Yes Yes Yes
Web Sockets
Web Storage Yes
Source: 2010 Google IO Convention

65. The Promise of HTML 5.0 is Finally Arriving…
Q4 2010 Graceful Degradation v. Progressive Enhancements
FIREFOX SAFARI CHROME OPERA IE
Video Yes Yes Yes Yes Yes
Canvas Yes Yes Yes Yes
SVG Yes Yes Yes Yes Yes
WebGL Yes Yes Yes Yes
AppCache Yes Yes Yes Yes
GeoLocation Yes Yes Yes Yes
Workers Yes Yes Yes Yes
Web Sockets Yes Yes Yes Yes
Web Storage Yes Yes Yes Yes Yes
Source: 2010 Google IO Convention

66. m-Commerce
Mobile shoppers are
expected to spend
trend
2
#
$119 billion
globally on
goods and
services in
2015, up Travel in 2010:
from $12
billion in $180M
2009 Source: Phocuswright
Source: ABI Research

67. Mobile Shop & Book for Hotels
Service Launched Last
Year & Launching with
GetThere
Q1

68. GetThere Prepared to Launch

69. Mobile Shop & Book for Flights
Service Launching
in GetThere
Q3

70. SabreSonic Web Mobile
Service Timing
2011

71. Texting Taken Off…
Teens send over
2820
textS PER
trend
3
#
Month
GEN-Y
Email Text
16% Messag
ing
IM
36%
29%

72. Just in the United States…
U.S. wireless consumers now send more than 5
billion text messages per day and 260 million
picture and multimedia messages per day (a
300% growth from last year).
Source: Taptu

73. Enterprise Messaging Platform (EMS)
Enterprise Messaging Platform (EMS) 26B
Text Messages
Sent Globally
Every Day

74. With a New Agency Offering
Configurable by
Travelers Today
Configurable by
Agents in
Q2

75. Expanding to Tablets trend
4
#
17M iPads
Shipped in 2010

76. In fact, tablets are
changing the way we
think about mobility
with yet another form
factor…
Source: iPads: Morgan Stanly
Image Source: NY Dailyhttp://assets.nydailynews.com/img/2010/01/28/alg_ipad3.jpg

77. Concept: Agency Dashboard

78. Concept: Field Guide

79. Concept: Traveal (Discounted Hotels & Attractions)

80. Concept: Field Guide

81. Concept: Landmark Guide

82. Location-Based & Social trend
5
#

83. A Shining Example: Foursquare
2010: 3400% Growth in
Check-Ins with 381M

84. Sharing Trips: Social Media on Sabre Virtually There
Launched in
Q1

85. Flight Explorer: Tracking & Sharing (AS)
Launching in
Q2

86. Virtual Concierge: SHS

87. Concept: Reverberate: Share Experiences

88. 10 Tenants:
Building World-Class Mobile Services

89. So what does it take to be a
Market Leader in Mobile
Services?
- Image Source: http://www.flickr.com/photos/ducdigital/3011652637/

90. Understand the Complexity
of the Mobile Marketplace,
Browsers, and Application
Environments
# -Source: Image from Dennis Flood

91. Find out how and if
customers purchasing
on their mobile phones
are regional or global
#

92. Recognize Different Types of Customers and
the Phones they Carry to tailor products
specifically for them
#

93. Keep an eye on future technology trends
including augmented reality, location-
based services and mobile couponing…
#

94. Recognize the
changing
demographics
of
customers…
#

95. Understand how Customers Like to Hear
from you…
#

96. Start with a plan and a whiteboard
to outline your objectives…
#

97. Actually Watch Customers Use Your Mobile
Applications…
#

98. But most importantly, partner with
technology leaders and companies you trust…
#

99. Do what it takes to invest and lead the pack
to build world class mobile products and
services.
#

100. Source: Jeremy Johnson, UX Expert

101. Source: Jeremy Johnson, UX Expert

102. We look at our product plans to understand
where mobility makes sense…
 Comprehensive Plan
 Market Awareness
 Asset Awareness
 Iterate

103. Rely on Sabre for expertise in building
mobile applications and experiences.

104. GetThere:
Case Study: Mobile Shop & Book

105. GetThere Mobile’s New Look!
GetThere Mobile provides free, immediate
access to your trip information from your
mobile device
Key Benefits include:
• Shop & book new hotel reservations
within company policy & preferences
• View hotel results from a list or map view
• No configuration necessary.
• Access current and past-date trips
• Flight departure and arrival status
• Online Check-in for more than 60 carriers
• One click call to travel agency
• Secure, Single Sign-On (SSO) supported Works on iPhone, Android, Blackberry 4.6 and
other phones with HTML 5 capable browsers

106. GetThere Mobile’s New Look!
Heuristic Review

107. GetThere Mobile’s New Look!
Heuristic Review

108. GetThere Mobile’s New Look!
Heuristic Review
108

109. Hotel Shopping and Booking
109

110. GetThere Mobile
Confidential 110

111. GetThere Mobile
Confidential 111

112. GetThere Mobile
Confidential 112

113. GetThere Mobile
Confidential 113

114. GetThere Mobile
Confidential 114

115. GetThere Mobile
Confidential 115

116. GetThere Mobile
Confidential 116

117. GetThere Mobile
Confidential 117

118. GetThere Mobile
Confidential 118

119. GetThere Mobile
Confidential 119

120. GetThere Mobile
Confidential 120

121. GetThere Mobile
Confidential 121

122. GetThere Mobile
Confidential 122

123. GetThere Mobile
Confidential 123

124. Questions & Follow-up
will.pinnell@sabre.com
M: (817) 658-8787
124 4/19/
© GetThere. All rights reserved. 2011