- 25 de julio, 2013

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Gian M. Fulgoni
Gian M. Fulgoni
Chairman Emeritus Thumbnail (required) : Gian M. Fulgoni Current image: Preview Filename MIME type Size Gian M. Fulgoni Gian-Fulgoni.jpg image/jpeg 167.35 kB Remove image New image file for upload: Choose File Alternative image text: Gian M. Fulgoni Title Image : Current image: There is no image file. Remove image New image file for upload: Choose File Alternative image text: Intro Paragraph : El Sr. Fulgoni es presidente emérito y cofundador de Comscore. Anteriormente se desempeñó como presidente ejecutivo, desde la creación de la empresa en 1999 hasta marzo de 2014, y como presidente emérito desde marzo de 2014 hasta agosto de 2016, antes de desempeñarse como CEO, desde agosto de 2016 hasta noviembre de 2017. Paragraph Path: paragraph Main Content Area (required) : Desde 1981 hasta 1998 el Sr. Fulgoni fue presidente y CEO de Information Resources, Inc. (IRI), el proveedor líder a nivel mundial de información del sector retail para la industria de bienes de consumo (CPG), donde incrementó las ganancias de la empresa a una tasa anual del 40%, más de USD500 millones anuales y su valor del mercado alcanzó USD1,5 mil millones. En 1996 IRI fue reconocida por la revista Advertising Age como la empresa de investigación de mercado más grande de Estados Unidos. En 1991 y nuevamente en 2004 el señor Fulgoni fue nombrado "Illinois Entrepreneur of the Year," la única persona que recibió el galardón en dos oportunidades. En 1992 recibió el premio Wall Street Transcript por sus permanentes contribuciones como CEO en la mejora del valor total de IRI para el beneficio de sus accionistas. En el año 2008 fue incluido en el Paseo de la Fama del Chicago Entrepreneurship Hall of Fame y fue destacado como Empresario del Año por Ernst & Young®. En 2012 recibió por parte de la Universidad de Glamorgan, en Gales, una Honorary Fellowship en reconocimiento de sus habilidades y logros empresariales en la investigación de mercado. Fue destacado como una “Great Mind” por la Advertising Research Foundation (ARF), que en el año 2004 también le otorgó el premio Lifetime Achievement por sus contribuciones a la junta de la ARF y el respaldo de la comunidad de la ARF. El Sr. Fulgoni está involucrado desde hace tiempo en el crecimiento de empresas públicas increiblemente exitosas. Desde 1991 hasta 1999, se desempeñó como miembro de la junta directiva de Platinum Technology, Inc., tiempo en el que la empresa creció de USD800 millones a más de USD mil millones en ganancias anuales y se estableció como líder global en la industria de servicios de software. En 1999, Platinum Technology fue adquirida por Computer Associates en una transacción realizada meramente en dinero en efectivo y valuada en USD4 mil millones, que en el momento significó la adquisición más costosa de la industria de softwares. El Sr. Fulgoni también fue miembro de la junta de directores de U.S. Robotics, previo a su adquisición en 1997 por 3Com, en una transacción valuada en USD8 mil millones. Desde 1999 hasta el año 2000 formó parte de los directivos de yesMail.com, un proveedor líder de servicios de correo electrónico basados en permisos. En marzo del año 200 yesMail.com fue adquirida por CMGI por aproximadamente USD700 millones. En la actualidad el señor Fulgoni se desempeña en la junta de directores de PetMed Express (NASDAQ:PETS), la farmacia canina más grande del país; InXpo, un proveedor líder de tecnología para el desarrollo de eventos virtuales y Prophet, una consultora de marcas y marketing. Asimismo, es presidente de la North American Foundation for the University of Manchester (NAFUM) y miembro de la Junta de Supervisión del Journal of Advertising Research, para quién escribe una columna regular llamada “Numbers, Please.” El Sr. Fulgoni es un orador conocido en conferencias a nivel mundial y apareció en reiteradas ocasiones en ABC News, Bloomberg TV, CBS News, CNN, FOX Business News, NBC News y el PBS Nightly Business Report. Es un contribuyente asiduo de CNBC’s Squawk Box. Recibió su educación en el Reino Unido y cuenta con un título de grado en ciencias (con honores) en Física y una Maestría en Marketing. En 2016 la Universidad de Lancaster le otorgó un Doctorado honoris causa en Ciencias para destacar sus increíbles contribuciones en el campo de la investigación global de mercado. Es el co-holder de una patente estadounidense que gestiona la tecnología de recolección de datos de Comscore. Paragraph Path: paragraph Public : Yes Contact details : Paragraph Path: paragraph Google Author ID : Facebook URL : LinkedIn ID : Pinterest ID : Twitter ID : https://twitter.com/gfulgoni https://twitter.com/gfulgoni Send for publishing Store draft Store draft and exit Discard draft ↑ Go to the top Related objects (0) There are no objects related to the one that is currently being edited. Remove selected Add existing Upload new

Last month I had the pleasure of speaking at an event in Minneapolis organized by the Hospitality Sales & Marketing Association International (HSMAI), an organization committed to growing business for hotels and their partners, about the impact mobile devices are having on how consumers research and purchase online travel services. These changes, which are profound and taking place at a rapid pace, present both challenges and opportunities for those in the hospitality sector. I thought I would share a few of the key insights from my talk in the hopes of highlighting some pathways to success amidst the backdrop of a fast-moving and disruptive environment.

1. Mobile Media Usage is Not a Zero-Sum Game with Desktop

As I’m sure many are now aware, mobile devices have reached a mass level of adoption in the U.S., with more than 140 million smartphone owners (+30% vs. year ago) and 60 million tablet users (+57% vs. year ago). Astoundingly, usage of these devices now accounts for more than half (52%) of all time spent online by consumers. However, looking at changes that have occurred over the past three years, we see no evidence that mobile devices have cannibalized use of the desktop in terms of total consumption of digital content. Rather, use of mobile devices has resulted in a marked increase in the total time spent with digital content. Specifically, from April 2010 to April 2013, Comscore MMX Multi-Platform shows that total time spent online has almost doubled (+90%), and while smartphones and tablets have contributed to most of that growth, time spent online using a desktop device has also increased (+7%). In other words, it’s not a “zero sum game of devices”. Instead, the size of the pie is expanding:

Smartphones & tablets drive double the time with digital content

When looking at time spent on travel sites, we also see no evidence of cannibalization of desktop time by mobile devices, although the growth in time spent on travel sites over the three year period (+57%) is not as high as we saw in the case of total time online (+90%):

Time spent on travel sites has also increased rapidly across all devices

2. Mobile Represents An Incremental Audience

So, where do these mobile trends leave the online hospitality industry today? While the specific answer depends to some degree on the type of content being read or viewed by the consumer, it’s clear that mobile has arrived in a major way. Let’s start with consumer access of hotel sites. Shown below is the monthly number of people visiting the largest hotel properties, broken by whether the visitor used a desktop device exclusively, used a desktop and mobile device or exclusively used a mobile device:

Typical hotel properties saw 48% incremental increase in exclusive visitors over desktop

The importance of mobile-only visitors is readily apparent, as they represent an incremental 48% to the number of site visitors who use a desktop to visit the typical hotel property. The implication is clear: hotel sites need to ensure that their web sites are finely tuned to the unique needs of mobile visitors or else risk losing ground to more mobile-friendly rivals.

3. Media Consumption Patterns Vary Considerably by Category of Content

Another perspective on the role of mobile can be obtained by examining visitation patterns to content that is particularly important to the travel industry, namely weather and maps:

Types of content determines device used

The smartphone has clearly become the device of choice for obtaining weather and map information, accounting for 55% of time spent on weather sites and 78% of time on Maps sites. So, it’s vital that digital ad campaigns for the hotel industry that are placed on this type of content be delivered to mobile devices. Desktop-based delivery is simply not sufficient.

4. Mobile is Being Increasingly Used for Transactions

Let’s conclude with a look at how consumers are buying travel services online. Comscore data show that in Q1, 2013 consumers used desktop devices to spend $28 Billion across all types of online travel services (up 8% vs YA):

consumer desktop e-Commerce buying has surged post-recession

As highlighted in our Q1 State of the U.S. Online Retail Economy report, Comscore’s new m-Commerce measurement service shows that the use of mobile devices to book online travel added $2.4 Billion (+8%) to the desktop number of $28 Billion and grew at a rapid rate of 30% vs. year ago, nearly four times faster than the desktop sector:

$2.37 billion spent on travel services via mobile devices in Q1 2013

Mobile Strategies for Success

In conclusion, it’s clear that mobile devices have emerged as vital devices that consumers are using to both research and buy their travel services online. In response to this, the Hospitality industry needs to ensure that:

1) Their web sites are optimized for mobile visitors

2) Their digital advertising campaigns are reaching prospective buyers via their desktop and mobile devices

3) They devise marketing strategies that account for differences in consumer behavior by category of content

4) Purchasing of travel services via mobile devices is made as seamless and user-friendly as possible

Doing so will not only ensure that hospitality brands remain relevant with their consumers, but also promises to deliver new opportunities for long term brand-building and monetization that will drive their businesses forward in this new digital environment.