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Isango

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Adoption of Web 2.0 by enterprise. Campaign: 'Up Your Budget' Tools used: Blogs, Internet Videos ... Budget Rent A Car. Campaign: User submitted video adverts ... – PowerPoint PPT presentation

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Title: Isango


1
Travel
2
A little about isango!
  • isango! is an dedicated online platform for
    destination experiences- activities, tours,
    excursions- from all over the world
  • UK based with operations in India- total 40
    people
  • 58 countries live 4000 activities and tours
  • B2C B2B distribution
  • Heavy investment in
  • Usability Market-leading tagging systems
    multiple search options
  • Strong technology and online merchandising
    expertise
  • Max attach rate
  • Multiple plug play partner options

Use an unbundled why travel product to drive
the how
3
What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
4
What is Web 2.0 really?
Beta-test long-tail widgets
Syndicate semantic weblogs
Remix social life-hacks
Not so much a technology as a culture.
Encapsulates a whole mess of cool modern stuff
thats going on!
5
Video from youtube IF POSSIBLE http//www.webt
ravel2.com/2008/01/19/learn-web-20-under-5-minutes
-amazing-video-the-machine-is-using-us/
6
The basics first
  • Web 1.0 Web as an information source Web 2.0
    The participatory web
  • Web 2.0 is about collaborating, sharing,
    expressing
  • Blogs, Wikis, Podcasting
  • There have been fundamental changes in technology
    and user adoption which have led to a Web 2.0
    explosion
  • Technology evolution API open standards
  • Network effect critical mass in almost every
    niche
  • Not a fad!

The opportunity (and challenge) from Web 2.0 is
significant for all industry players- offline and
online.
7
What Is Web 2.0Case Study 1 Travelistic
Mike sees the video while planning a trip to Paris
Anne travels to Paris and uploads a video on
Travelistic
Mike likes the video a lot and puts it on his
blog. It is seen by his 1300 daily readers
8
What Is Web 2.0Case Study 2 WikiTravel
  • The Wikipedia of travel
  • Background travel related info on 16,900
    destinations worldwide growing!
  • Received the Webby Award for Best Travel Website

9
What Is Web 2.0Web 2.0 Growth Trends
VC Investment in Web 2.0
  • Significant VC investment in Web 2.0
  • User adoption of blogs social networks to rise
    rapidly until 2012
  • Gen X Gen Y prolific users of Web 2.0
  • Gradual but certain adoption by enterprises

Source Ernst Young
Blogs
Social Networking Membership
Source Comscore
Source Technorati
10
Why Web 2.0Adoption of Web 2.0 by enterprise
Budget Rent A Car
  • Campaign Up Your Budget
  • Tools used Blogs, Internet Videos
  • Spend lt USD 500,000
  • Results
  • 1 million unique visitors
  • 10 million page views

11
What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
12
Travel 2.0 Web The Travel Value ChainThe
Travel 2.0 Web
The Content Web
Wikis
Planners
Metasearch
Tags
Social Networks
Commerce Value Chain
Travel Blogs
RSS
Comparator
Reviews
13
Travel 2.0 Web The Travel Value ChainAnalysis
Approach
Travel Value Chain
Travel 2.0 Content Web
  • Customer Perspective
  • Industry Perspective
  • Value Migration
  • Player Specific Strategy
  • Web 2.0 Business Sensitivity
  • Value Chain Impact
  • Opportunities Risks

14
What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
15
Travel 2.0 Content WebCustomer Perspective
Confused By Info Overload
What The Customer Wants
What organizations need to do
  • Customers wants a trip and not just travel
    components
  • Need for clear paths to planning purchase.

16
Travel 2.0 Content WebIndustry Perspective
Value Migration
Value has migrated further towards engaging/
owning the customer.
17
Travel 2.0 Content WebSo, the magic potion
Value shifting to engaging with the customer
Info overload. Planning is the challenge- not
transaction
Customer Perspective
Industry Perspective

Enabling one stop travel planning transaction
is key.
18
Travel 2.0 Content WebHow do we piece it all
together?
19
Travel 2.0 Content WebSegment Wise Strategies

Illustrative
Planning sweet spot
Triphub
Solution play
Components
Expedia
Tripadvisor
Product play
Wikitravel
Rrove
Size
-
  • Players with a few components and small user base
    should
  • Become best of breed
  • Feed out to solution players and complementary
    product players
  • Players with large user base should aggregate
    relevant feeds to develop an end to end offering
    to enter the sweet spot

20
Travel 2.0 Content WebAn example of putting It
All Together Trip Hub
21
What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
22
Value Chain Impact AssessmentWeb 2.0 Business
Sensitivity Will You Get Impacted?
23
Value Chain Impact AssessmentBase Impact
Opportunities
  • Participate in community discussions
  • Showcase thought leadership
  • Bypass traditional PR for speed customer
    intimacy
  • Leverage word of mouth to develop the brand

Threats
  • Negative blog swarms
  • Being viewed as plastic / unauthentic

24
Value Chain Impact AssessmentCase Studies Dos
/ Donts
Success
Failure
Promotion
Crisis Management
25
Value Chain Impact AssessmentStrategic impact
for sensitive product categories
Supplier
Tour Operator
Online Agent / Offline Agent
Customer
Impact
Opportunities
Risks
26
What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
27
Summary recommendations
  • Web 2.0 is already impacting all types of
    industry players
  • Online players will need to figure out their
    strategy along
  • Re-assessing customer value proposition
  • Sharing content and tools data in and data out
  • Bricks Mortar players will need to harness
    web 2.0
  • To connect to customers, foster loyalty
  • To understand (and even influence) demand
  • and fine tune offering
  • There is no single formula. Be prepared to
    experiment and figure out
  • Make social media an important part of your
    marketing agenda

28
Thank you!
Jessica Butcher, Partnerships Manager,
isango! jess.butcher_at_isango.com 44 20 3008 5482
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