Mobile Travel Technologies

Gerry Samuels
Founder & Executive Director
6th June, 2006

More information at www.mttnow.com
STRICTLY CONFIDENTIAL.
Copyright © Mobile Travel Technologies Limited, 2006
Agenda
1. Introducing Mobile Travel Technologies
(MTT)
2. Our M2B Mobile Travel Technology Platform
in action
3. Mobile – current state and trends
4. Benefits of using mobile phones and devices
- to book, service and market travel
5. Summary
6th June, 2006

“Mobile can, must and will be part of every travel
company’s distribution strategy”
Henry Harteveld, the leading travel industry analyst speaking at the
closing keynote presentation at Eye For Travel, Travel Distribution
Summit Europe, London, 6th June, 2006.
Additionally Mr Harteveld, Vice President Travel Research, Forrester

Research Inc., told the audience of senior travel industry
management:
Europe is advanced in mobile
Mobile internet access will exceed residential PC broadband
access in 2007
6th June, 2006

1. Introducing
Mobile Travel Technologies (MTT)
MTT's products and services enable travel suppliers and intermediaries
worldwide to distribute their services to travellers through
mobile phones and devices.
MTT's vision is to provide the technology to power

leading worldwide mobile travel services.
6th June, 2006

A Great Heritage
MTT’s Executive Directors were previously

Co-founder & Joint CEO, and Director of
Product Delivery at Gradient Solutions
Gradient was a pioneer, launching internet
booking engine (IBE) technology in Europe in
1997
By 2000, Gradient was a leader in the IBE
market, expertly addressing the complexities
of international travel
World class client roster of travel suppliers
and intermediaries
Gradient was sold successfully to Sabre in
Judged as amongst
Ireland’s
2000
Top 20 Entrepreneurs
in 2000 by Business Plus
magazine, Ireland’s largest
circulation business
magazine
Experienced Team
Travel & Mobile Software Development
Management
• Gerry Samuels, Founder & Executive Director
Formerly Co-founder & Joint CEO, Gradient
& Vice President, Sabre
• Paschal Nee, Executive Director Management experience from:
Formerly Director of Product Delivery, Sabre/Gradient
• Technical Architect
Architect of Symbian OS
• HR Manager
Formerly HR Manager, Nokia UK and Sabre/Gradient
• Lead Developer
Over 25 years software development experience
• Lead Designer
7 years designing transactional sites for leading travelcos
6th June, 2006

MTT Profile
MTT Profile
Established October, 2004
Headquarters Dublin
Sales & Marketing Office London
Shareholders Management & Staff
One of Ireland’s largest investors in high-

growth technology companies
Venture Capital
for the travel technology sector Clients include:
6th June, 2006

Partners
MTT is a premium development partner
of Orange. MTT can offer Orange
Directbill payment option.
MTT is a development partner of 02.
Bango is a leader in deploying a global

payments infrastructure platform to Interfaces
enable MTT’s clients to bill their services Hotel Computer Reservations Systems
directly to mobile phone users on all Serving more than 60,000 hotel properties
mobile networks. worldwide, Pegasus is the largest third-party
reservation provider. MTT’s M2B mobile
travel technology platform interfaces to the
Pegasus system.
GDSs
MTT can interface M2B to any of the leading
GDS and to popular third party Computer
Reservations Systems. The MTT team has vast
experience interfacing travel distribution
platforms to all the GDSs, utilising Web
Services, XML and even “screen scrape”
interfaces.
6th June, 2006

M2B Platform, Supported Functionality
Please go to http://www.mttnow.com/products.html for further product information
Platform
MOBILE RESERVATIONS, e.g.
M2B •Check availability
Advanced Mobile •Check rates
Travel Technology •Check travel details
Platform
•Check hotel details, including descriptions, images, location maps, driving directions
•Make payment
•Booking confirmation.
Sub-products
MOBILE SERVICES , e.g.

•View, amend or cancel booking
•Upgrade
•Location based information
•Travel service notifications, including departure time changes, delays
MOBILE MARKETING, e.g.

•Register profile
•Opt-in to future promotions/communications
•Targeted offers/communications
• Forward details to a friend
•Viral marketing
•Competitions
6th June, 2006
Developing a mobile service is non-trivial
Browsing travel services on a mobile handset is not the same as

browsing the web on a PC - most mobile handsets only access
services that have been specifically developed for mobile
MTT’s M2B platform can handle the technical challenges,
supporting:
• Handset manufacturer standards
• Handset operating systems
• Micro-browsers
• Content formats
• Mobile payment options
• Wireless connectivity
• Network specific codes of contact
• Integration with 3rd party systems:
- Mobile payment systems
- SMS providers
- Location based services
- Dynamic mapping services
And back-end integration required with travel systems and
databases More information at www.mttnow.com
6th June, 2006
2. Our M2B Mobile Travel
Technology Platform in action
One example instance of M2B in action,
powering a mobile hotel reservations service
6th June, 2006

A Short (Break) Story
One day, reading The Independent newspaper…
… over lunch or on the commute or just waiting

for someone…
1. He sees the Hotel Weekend Breaks Promotion
It’s a good offer
2. He calls his partner to see if she fancies going
away this weekend
3. She does! He books the break there and then in
a few quick steps through his mobile – instant,
spontaneous fulfilment
6th June, 2006

6th June, 2006
1) Simply text the
word “Mal” to a 2) Open the link
shortcode
3) Check availability,
and make a booking in a
few easy steps
4) SUCCESSFUL
BOOKING!
Try it out – Type in m2bed.com/maltest as a web address in the

web/internet/WAP service on your mobile phone/device
Simple
• Works on all mobile handsets and devices
• Accessible across all mobile operator networks
• Designed for mobile
• Screens are Malmaison branded
• Minimal data entry
• Credit card details not required
• Secure
• Readers receive a Hotel Booking Confirmation
Real-time inventory and rates via an interface to
Malmaison’s Pegasus CRS
Works with
2.5G & 3G
6th June, 2006

Promotion Results
Conversion rate of over 10%
• Easy-to-use
• High average transaction value
• Real-time interface to Pegasus CRS for live
inventory and rates
• 82% of requests processed by server sub-
second
• Good mix of devices - BlackBerry, Motorola,
Nokia, Samsung, Sharp, Sony Ericsson, NEC
• Good mix of operators
• Lunchtime was most popular browsing
time
6th June, 2006

3. Mobile – current state and trends
Forces are coming together to drive mobile commerce adoption
6th June, 2006

2005 Factoids
First SMS sent in
December 1992 • 2 billion mobile phones worlwide
• 810 million mobile phones shipped
(+14% vs 04)
• Close to a trillion GSM text messages carried globally;
36.5 billion in UK
• 25% of all mobile messages are forwarded
• More mobile cameras sold than digital cameras
• More music/video players in mobiles than iPods
UK:
54m handsets
20bn texts in 2003
13bn mobile internet (WAP, XHTML MP, HTML) page impressions in
2004
70% of all mobile content is now sold off-mobile operator portals
6th June, 2006

Source: Netsize, 2006
6th June, 2006

The 3 items you always
take with you
Mobile Browsing
• Forrester:
“We see a bright future for the mobile
Internet. In 2008, we expect 76% of
European consumers to have a Net-
enabled phone as browsers become
Mobile Internet
standard, and the majority of them will
Mobile Browsing
use it regularly”
WAP
XHTML • Mobile Internet usage will rise to 48% in
i-Mode 2008, from 15% current UK level
Source: Mobile Data Association, 2005
6th June, 2006

A number of forces are coming together to drive mobile commerce adoption:
Mobile commerce Forces Status
growing from
$15bn in 2004 to Better quality handsets Colour display handsets with user-friendly icon based menus are now the
norm. 75%+ of mobile handsets shipped in 04 & 05 have colour displays
$90bn by 2009
Source: Trivnet CEO, Increased access speed GPRS 2.5G and 3G now standard across EMEA; in the UK, 85% of the country
has 3G service
Smartphone Show,
October 2005 Diversity and growth in available Expanded range of content, both for the teenager market and for older
mobile content mobile users.
Sites such as:-
• mobile.yell.com - mobile version of business listings service
• wap.ft.com - WAP version of Financial Times
are now in the top 10 most popular mobile sites
Awareness of mobile services Heavy marketing by mobile operators in support of new mobile services
Enhanced handset technology The framework to develop faster, easier-to-use mobile services
capabilities
Location-based services Customised context-aware services
Simpler methods of mobile payment Developments such as Vodafone m-pay enable payments for mobile services
and content to be added simply to a user’s mobile bill.
Greater clarity on the costs of accessing Users are becoming more aware of the costs of browsing the mobile internet
the mobile internet from their handsets. In fact typical costs are just 1p per screen/page accessed.
6th June, 2006

A Mini Computer in your Pocket
• Not just for voice
• Powerful multimedia device
• Browsing technology
• Personal digital assistant
• Injected with owner’s personality
52% are Java-enabled

7% run Symbian operating system
Average screen size increased from 100x80 to 176x220 pixels
Handset storage 64MB (built-in flash memory) and capacity up to 4GB
on Nokia N91)
Source: Netsize, 2006
6th June, 2006

High-bandwidth Mobile Networks
• GPRS (General Packet Radio Service) offers data connections to GSM

users at tens of kilobytes (Kb) per second
• EDGE (Enhanced Data rates for GSM Evolution): hundreds of Kbps
• 3G: 150-200 Kbps
• HSPDA (Highspeed Downlink Packet Access): 900 Kbps
WiMAX
6th June, 2006

We’ll soon take these for granted…
Mobile search
Rich interactivity
On phone apps
Mobile phone as
barcode scanner
6th June, 2006

Mobile - competitive advantages vs PC
Exploit the true potential of mobile: the personal

connection, the context (time and place) and the ability
to serve highly targeted services
• Portability Businesses report that
• Mobile phone always within an arm’s length 17% of employees
spend more than 50%
• Never leave home without it of their time away from
• Always connected their desks
Source: Jupiter Research
• Location-based services
− GPS (Global Positioning System)
− Handsets increasingly with GPS capabilities
− Greater GPS accuracy than before
• Smartphones will outnumber laptops by 2008 and will account
for 43% of all handset sales by 2007 Source: Gartner
• Mobile penetration much greater than PC/Broadband
penetration e.g. China, India
6th June, 2006

Leisure Industry
Case Study
• 2-4-1 campaign
• Deploys the coupons through a mobile phone based promotion
• Designed to fill seats on one of the traditionally quietest evenings of
the week
Results
• The campaign has been industry shaping –Wednesdays now have the
highest weekday traffic at the cinemas
• The campaign has built a strong brand recognition for “Orange
Wednesdays”
• A large and rich database of movie goers and their habits has been
built
• The promotion has been extended to more and more cinemas every
month
6th June, 2006
4. Benefits of using
mobile phones and devices
- to book, service and market travel arrangements
Why travellers want to book and service travel arrangements via mobile
Why travel suppliers want to distribute via mobile
6th June, 2006

Benefits of using mobile phones and devices
Consumer Benefits:
• Make bookings, service travel arrangements:
- on-the-move
- during a trip
- away from home and office
- when they just have time to kill or fill
• Location-based/GPS – find a hotel located
conveniently close
• Receive priviledged 1:1 customer
communications
Virtually everyone carries a mobile
PC or laptop may not be to hand/available
Consumers are used to self-booking already via
regular PC web sites
6th June, 2006

Benefits of using mobile phones and devices
Travel Supplier Benefits:

• Meets the service requirements of your customers when they are
‘mobile’
• Attracts premium on-the-day (walk-in type) business
• Higher response rates from ads and promotions when the public
can respond immediately to a proposition by mobile
• Can fill otherwise unsold inventory at the very last minute
• Notifies your customers of unexpected events and enable them
to modify their bookings 24 x7.
Harnesses a compelling new direct distribution channel
No call centre intervention required
New way to reach and interact with your customers
Compliments your existing channels of distribution
Provides an edge over your competitors' traditional distribution
6th June, 2006

5. Summary
6th June, 2006

MTT Competitive Advantages
Offers an innovative direct to mobile platform to
enable real-time bookings, service provision and
1:1 marketing
An enabler of direct distribution - we do not
compete with travel suppliers and intermediaries
Focuses exclusively on travel-related mobile
technology, unlike other travel technology and IT
companies
Experienced team with successful track records in
travel and mobile technology sectors
A product-based company enabling travel
suppliers and intermediaries to get started with
the mobile channel with low upfront investment.
6th June, 2006

Thank you
www.mttnow.com
Dublin HQ London Office
The Digital Exchange Lavery Haynes Building
Crane Street 1 Heath Street
The Digital Hub London NW3 6TP
Dublin 8 United Kingdom
Ireland Tel: 020 7443 5400 (Intl: +44 20 7443 5400)
Tel: 01 480 6232 (Intl: +353 1 480 6232) Fax: 020 8905 5586 (Intl: +44 20 8905 5586)
Mobile: 07769 640747 (Intl: +44 7769 640747)
Email: gerry@mttnow.com
6th June, 2006


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Gerry Samuels

Founder & Executive Director

6th June, 2006

6th June, 2006

Additionally Mr Harteveld, Vice President Travel Research, Forrester

6th June, 2006

MTT's vision is to provide the technology to power

6th June, 2006

MTT’s Executive Directors were previously

6th June, 2006

One of Ireland’s largest investors in high-

6th June, 2006

Bango is a leader in deploying a global

6th June, 2006

MOBILE SERVICES , e.g.

MOBILE MARKETING, e.g.

Browsing travel services on a mobile handset is not the same as

6th June, 2006

… over lunch or on the commute or just waiting

6th June, 2006

Try it out – Type in m2bed.com/maltest as a web address in the

6th June, 2006

6th June, 2006

6th June, 2006

6th June, 2006

6th June, 2006

6th June, 2006

Location-based services Customised context-aware services

6th June, 2006

52% are Java-enabled

6th June, 2006

• GPRS (General Packet Radio Service) offers data connections to GSM

6th June, 2006

6th June, 2006

Exploit the true potential of mobile: the personal

6th June, 2006

6th June, 2006

6th June, 2006

Travel Supplier Benefits:

6th June, 2006

6th June, 2006

6th June, 2006

6th June, 2006

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