Future Trends & Leading Technologies

Presentation by Robert Cole of RockCheetah for Society of Government Travel Professionals 2010 EdCon Conference on September 8, 2010 in Washington, DC.

Transcript

1. Future Trends & Leading Technologies Society of Government Travel Professionals September 8, 2010 Robert Cole • RockCheetah Photo: kevindooley (flickr)
2. Future Trends & Leading Technologies • Everything Is Changing • New Travel Expectations • And the Winners Are… September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 1 Photo: salendron (flickr)
3. Everything Is Changing September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 2 “You have to know the past to understand the present” - Dr. Carl Sagan Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr)
4. Everything Is Changing September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 3 “You have to know the past to understand the present” - Dr. Carl Sagan Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr) Business Travelers Who Use Mobile Device to Access Travel Information 2008 2009 2010 Total 13% 25% 40%
5. Everything Is Changing September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 4 “You have to know the past to understand the present” - Dr. Carl Sagan Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr) Include Leisure Time in Business Trips 2008 2009 2010 Always - 18% 23% Frequently - 29% 30% Total 35% 47% 53%
6. Everything Is Changing September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 5 “You have to know the past to understand the present” - Dr. Carl Sagan Statistics: Google/OTX Proprietary Photo: alexkerhead (flickr) Travel-Related Activities Done Using Mobile Device 2010 Researched Upcoming Trip 68% Read Reviews of Other Travelers 54% Checked Into Hotel, Flight, Cruise, etc. 70% Requested More Information Related to Trip 56% Reserved or Booked a Hotel, Flight, Cruise, etc. 61% Downloaded a Travel Related App 48% Watched a Travel Related Video 45%
7. The Internet Continues to Evolve September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 6 Web 1.0 Web 2.0 Web 3.0 Communication Broadcast Interactive Engaged / Invested Information Static / Read-only Dynamic Portable & Personal Focus Organization Community Individual Personal Home Pages Blogs / Wikis Lifestreams Content Ownership Sharing Curation Interaction Web Forms Web Applications Smart Applications Search Directories Keywords / Tags Context / Relevance Metrics Page Views Cost Per Click User Engagement Advertising Banners Interactive Behavioral Research Britannica Online Wikipedia The Semantic Web Technologies HTML / FTP Flash / Java / XML RDF / RDFS / OWL Photo: Vereeken (flickr)
8. Travel Planning – In a Web 3.0 World September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 7 Cartoon: Gary Larsen – The Far Side (The Far Side Gallery 2) Photo: drspam (flickr) • Managed Travel Goals – Secure Platform – Enforce Rules – Reduce Costs – Increase Efficiency • Traveler Goals – Simplicity – Flexibility – No Stress – Better Experience • Managed Travel Goals • Traveler Goals
9. New Travel Expectations • 1. Relevance • 2. Mobility • 3. Personalization • 4. Community September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 8 Photo: Sprengben (flickr)
10. 1. Relevance Deep Search vs. The Splinternet September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 9 Photo: LuluP (flickr)
11. + - $700 Million Relevance - Deep Search September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 10 Photo: g-na (flickr)
12. Google using Microformats & RDFa • Associate Reviews with Hotels • Specify Image Licensing • Drive Context-sensitive Ads Relevance – The Semantic Web Making Sense of Unstructured Data September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 11 Facebook Open Graph Adds Context to Social Graph Photo: Mr. Physics (flickr)
13. Splinternet: Age of Walled Gardens September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 12
14. Splinternet: Age of Walled Gardens September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 13
15. 2. Mobility Real-Time: Proximity: Anytime Anywhere September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 14 Photo: atzu (flickr)
16. Mobility - Real-Time Google Voice: Telephony • Ring Phones Simultaneously • VoiceMail Transcription • Text Message Alerts Tungle.me: Cloud-based Calendar • Universal Meeting Schedules • Inside/Outside Organization • Across Calendar Systems September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 15 Photo: gadl (flickr) Google Goggles: Discovery • Landmarks/Text Translation • Contact Information/Places • Contact Information Yelp Monacle: Augmented Reality • Camera/GPS/Accelerometer • Point for Restaurant Review • Friend Check-ins
17. Apple iTravel: Works solely within Apple Hardware & Software Ecosystem · Network · Camera · GPS · RFID / NFC Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 16 Photo: gwgs (flickr)
18. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 17 Photo: gwgs (flickr)
19. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 18 Photo: gwgs (flickr)
20. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 19 Photo: gwgs (flickr)
21. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 20 Photo: gwgs (flickr)
22. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 21 Photo: gwgs (flickr)
23. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 22 Photo: gwgs (flickr)
24. Mobility - Proximity September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 23 Photo: gwgs (flickr)
25. 3. Personalization September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 24 • Customization • Personas Photo: Sergey Galyonkin (flickr)
26. Personalization - Customization • Content – Personal Information – Corporate Databases – Social Graph • Platforms – Desktop – Mobile – Tablet September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 25 Photo: kagey_b (flickr)
27. Customization – Option 1: Tap September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 26 Video: trepantech (YouTube)
28. Customization – Option 2: Talk September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 27 Video: GoogleMobile (YouTube)
29. Customization – Option 3: Surf September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 28 Video: pknegten (YouTube)
30. Personalization - Personas September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 29 Photo: Greything (flickr) Conference Training Relocation Leisure Operational Mission Site Visit Consultation Emergency Convention
31. 4. Community Social Behavior + Computational Systems = Social Computing September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 30 Photo: ►Voj► (flickr)
32. Community – Social Computing If You Want the Job Done Right… Get Help. Experts • Friends • Groups with Common Goals September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 31 Photo: 3[3] (flickr)
33. Social Computing - Telepresence Skype: 10-way Video Calling iPhone 4: FaceTime September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 32 Photo: 3[3] (flickr)
34. Community - Privacy September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 33 Convenience vs. Security Photo: laverrue (flickr)
35. Community - Privacy September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 34 • Trustwave 2010 Global Security Report – Hotels Prime Target for Hackers – Breaches Involving Hotels: 38% – Breaches Involved Credit Card Numbers: 98% – Average Days Between Breach & Detection: 156 – Many Franchisees – Only PCI Level 4 (Self Assessment) • Insecure Passwords – 8 character Password Cracked – Under 2 Hours – Use of Identical Passwords Across Multiple Sites
36. And the Winners Are… The Smart The Unique The Engaged September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 35 Photo: tpower1978 (flickr)
37. Winners = The Smart September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 36
38. Smart = Zoombu Difficult Travel Task: • Single Search • End-to-End Itinerary • Multi-Modal Transit • 3 Different Criteria – Cheapest – Fastest – Greenest September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 37
39. Smart = Zoombu Difficult Travel Task: • Single Search • End-to-End Itinerary • Multi-Modal Transit • 3 Different Criteria – Cheapest – Fastest – Greenest September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 38
40. Smart = Zoombu Difficult Travel Task: • Single Search • End-to-End Itinerary • Multi-Modal Transit • 3 Different Criteria – Cheapest – Fastest – Greenest September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 39
41. Winners = The Unique September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 40 Photo: (flickr)
42. Unique = Openways Mobile Phone for Key Entry • Guests Register Online • No Stop at Front Desk • Supports All Cell Phones • Uses Existing Locks • Cards Keys Still Work • Code Change – 12 Seconds • More Secure than Cards • Support for Future NFC Uses Unique Sound Patterns September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 41
43. Winners = The Engaged September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 42 Photo: MorBCN (flickr)
44. Engaged = TripAdvisor September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 43
45. The Future = Options Traveler Needs Evolving Technologies September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 44 Photo: Fenchurch! (flickr) Be Prepared vs.
46. The Future – Great Solutions Predictions: • Multiple Formats/Platforms – Focus on Mobile • Distributed Computing • Simplified User Interfaces • UnStructured Data Integration • Conditional Product Selection • Streamlined Shopping Process • Individualization of Travel • Ensure Security with Flexibility Recommendations: • Be Like Apple - Solve Problems – Fully Control the Platform • Leverage Cloud/Web Services • Design for Touch & Voice • Deploy Semantic Search Tools • Rules-based Search Processes • Flatten Search/Target Solution • Use Itinerary-specific Personas • Traveler Security is Top Priority September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 45 Photo: Robsv (flickr)
47. Thank You for Your Attention Questions? Copies of the Presentation? Comments? Robert Cole mail: robert@rockcheetah.com phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: www.rockcheetah.com/blog/ September 8, 2010 • Washington, DC SGTP • Future Trends & Leading Technologies Robert Cole • RockCheetah | 46