Mobile WebinarHow Mobile Technologies Impact TravelersApril 18th, 2011

Will Pinnell, Director of Mobile Strategy

Sabre Red Value Suite

Sabre Red Efficiency Suite

Sabre Red Service Suite

AirCar HotelRailLeisureTravel Policy Optimization

Customer ProfilesWeb and Mobile Traveler SecurityCommunity

Workflow ManagementPost Booking AutomationPrivate Fare IntegrationBusiness IntelligenceDeveloper ToolsConsulting

Sabre Red Revenue Suite

Supplier OptimizationRevenue IntegrityMarketing Services

Drive customer loyalty Power business performance

great value

great service

morerevenue

moreefficiency

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 Response1. Smartphones Proliferate2. Mobile Commerce Goes Mainstream3. Text Taking Off4. Expanding to Tablets5. Social & Location-Based

4. 10 Tenants: Building World-Class Mobile Services5. Case Study: GetThere Mobile Shop & Book

Agenda

The Environment

People and their mobile phones do really funny things…

They take pictures of nearly everything…

Image Source: Ben Miller (213) 447-7719

http://www.flickr.com/photos/the_colmans/498188691/sizes/z/in/photostream/

They try to use them everywhere…

They are used for everything including reporting criminal activity…

In-flight entertainment

http:// http://allweirdnews.com/wp-content/uploads/2008/12/barf-bag.jpg

Of course, they even play games

Image Source: http://scopeblog.stanford.edu/teens_talking_cellphone.jpg

But also keep us from doing some things…

Like talking to each other…

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

Source: www.puremobile.com/comunityblog/

Of course, not all businesses think highly of cell phones…

• Investment firm Morgan Stanley predicts that more consumers will access the Internet by mobile devices than PCs within 5 years.

• North American mobile Web consumption increased 110% in 2009 to represent 1.3% of all Web Pageviews with 450 million mobile Internet users worldwide (IDC)

• 61% of the world population carries a mobile phone and 71% of US frequent business travelers carry smartphones

Gartner predicts this will happen in 3 years.

No Denying the Trends

By 2014, over 3 billion of the world's adult population will be able to transact electronically via mobile or Internet technology with a 90% mobile penetration rate and 6.5 billion mobile connections

Source: Gartner

So what do we have…a Transaction Highway

15

SmartphonesAre Everywhere…

1.6 Billion Smartphones in the World

by 2013

That’s nearly 1 smartphone in

the hands of every fifth

person in the world…

We Think Most Travelers…

Still require a personal touch

However Shopping is shifting…

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

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

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

How would your travelers rate your current mobile shopping experience?

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

They have hundreds of phones…

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

Information Consumption has Shifted…

-Source: The Joy of Tech by Nitrozac & Snaggy

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

Gen Y: 84 Million Strong

QUESTION: How many text messages do teens send and receives each month?

ANSWER: 2,272 (over 80 per day)

Gen Y: 84 Million Strong

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

The Travel App Evolution: Tens of Thousands of Choices

Travel Extras

30

Itineraries

Messaging & Communication Platforms

And of course, Transactions with Shopping & Booking…

With Policy & Company Preferences Applied…

Travel Extras Itineraries Messaging Transactions Platforms with Shop & Book

The Travel App Evolution

0

50

100

150

200

250

300

350

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

Air

Car

Hotel

Vacations

A Leading OTA: AP Window Bookings

KEY TAKEAWAYS

• Hotel: 19% of bookings happen same day54% of bookings happen within 1 day of travel71% of bookings happen within 1 week of travel

• Air: 6% of bookings happen same day11% of bookings happen within 1 day of travel27% of bookings happen within 3 days of travel50% of bookings happen within 1 week of travel

• Car: 10% of bookings happen same day47% of bookings happen within 1 day of travel76% of bookings happen within 1 week of travel

Confidential

Sabre Holdings & The Mobile Group:Overview

Our Company…

Our Company…

We exist to connect people with the world’s greatest travel possibilities

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

Connected Travel Agencies

We have nearly unrivaled processing power…

peak transactions per second

Source = Facebook Stats, NASDAQ Press Room, and http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Facebook = 30 billion pieces of content shared per month = 11,500 per second

Google=34,000, NASDAQ = 64,000

Image Source: http://data.x-plane.com/images/Runway.jpg

With just GetThere®, last year we processed…

in travel transactions online

$9 billion

Technology for the world’s leading corporations…

Fares and Revenue Management

CrewManagement

Dining andCabin Services

Sabre Airline Solutions

Solutions atthe Airport

AirlineReservations

Providing Technology for over 200 Airlines…

But this is how most travelers know us today…

Travelocity TripCase

GetThere Mobile

SabreSonic Web for Mobile

Sabre Virtually There

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 multiple languages and accessed by over 10M

travelers each year in over 100 countries.

Sabre Holdings launched its first mobile services in

2004 to help fulfill its mission of connecting

people with the world's greatest travel possibilities.

Sabre’s Market Leadership

Paper plasticor

The Environment

WEB MOBILEor

The Environment

Offline or

Mobile VC Investment Was A Massive $6.1B In 2010.

Google, Intel Led The Way

Apple iTravel continues to file patents: Cruise Lines

With External Factors

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)

Eye for Travel: Fall 2010 Conference

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

Most people who understand travel don’t understand mobility

And only some realize the importance (right now).

Let’s Face It…

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.

Mobile Services Overview2

01

12

01

0

1st Half 2nd Half

Decentralize

• UI Development:• Mobile web browser

• WebKit

• Native application

• Services (if BU specific)

Centralize

• Application Testing:• Device

• Simulators

• QA Testing

• User Experience:• Design Guidelines

• Best Practices

• Technical Consulting:• Programming Methods

• Technical Strategy

• Services (when common)

These are the services that Sabre Travel Network is building that we’re

deploying throughout the organization today and can deploy

more broadly in in 2012

Our Approach to Mobile Services

Sabre Conducted Travel Survey

2011 Results to be Published in

2007 & 2009

Q22009 Results

The Roles We Play

1. Enterprise Mobile Services

2. Enterprise Messaging Services

3. Enterprise Mobile Consultative Services

Mobile Check-In, Mobile Seat Maps, Shop & Book for Hotels, Air, etc.

Email, Fax, Global Text Messaging, IVR, Social Media Push

Design Expertise, Testing Infrastructure, Marketplace Awareness

5 Emerging Mobile Trends:Sabre’s Response

5 Mobile Trends…

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

0

1

2

3

4

Cars PCs Telephones Credit Cards TVs Mobile Phones

0.8B0.9B

1.38B 1.4B1.5B

3.3B

Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html

Moving to 5 billion within the next 3 years…

Global Devices Shipping

46%

54%

Feature Phones

SmartPhones

Source: Nielsen

Mobile Web Users

> 1 Billion

Smartphones Proliferate

#1trend

Mobile...

26%

Source: ComScore Jan 2011

US Android Market Share Shift

From Nov 2009 to Dec 20102% to…

RIM46%

33%

Android Rockets to the Top

Sabre Virtually There Mobile Grows…

4

8

12

16

Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

x 1

00

00

0 Grew from 2M to 12.5M page views in 2010

Unique Visitors

2011 Goal18.5M

Jan

uar

y 2

01

1

With Configurability & A New Look

Live & Available Now

Q1iPhone

46%

RIM34%

Symbian8%

Android12%

HTML 5.0 Capable =67%

Travelocity: Windows Phone 7

Launched

Q4

Market Fragmentation

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

Q2 2009

Source: 2010 Google IO Convention

The Promise of HTML 5.0 is Finally Arriving…

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

Q4 2010 Graceful Degradation v. Progressive Enhancements

The Promise of HTML 5.0 is Finally Arriving…

Mobile shoppers are expected to spend $119 billion globally on goods and services in 2015, up from $12 billion in 2009Source: ABI Research

m-Commerce trend#2

Travel in 2010:

$180MSource: Phocuswright

Mobile Shop & Book for Hotels

Q1

Service Launched Last Year & Launching with

GetThere

GetThere Prepared to Launch

Mobile Shop & Book for Flights

Service Launchingin GetThere

Q3

SabreSonic Web Mobile

Service Timing

2011

Texting Taken Off…Teens send over

textS PER2820 Month

trend#3

Text Messag

ing36%

IM29%

Email16%

GEN-Y

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

Just in the United States…

Enterprise Messaging Platform (EMS)

Enterprise Messaging Platform (EMS)

Text Messages Sent Globally Every Day

26B

Configurable by Agents in

Q2

Configurable by Travelers Today

With a New Agency Offering

Expanding to Tablets trend#4

17M iPads

Shipped in 2010

Source: iPads: Morgan StanlyImage Source: NY Dailyhttp://assets.nydailynews.com/img/2010/01/28/alg_ipad3.jpg

In fact, tablets are changing the way we think about mobility with yet another form factor…

Concept: Agency Dashboard

Concept: Field Guide

Concept: Traveal (Discounted Hotels & Attractions)

Concept: Field Guide

Concept: Landmark Guide

Location-Based & Social trend#5

A Shining Example: Foursquare

2010: 3400% Growth in Check-Ins with 381M

Sharing Trips: Social Media on Sabre Virtually There

Launched in

Q1

Launching in

Q2

Flight Explorer: Tracking & Sharing (AS)

Virtual Concierge: SHS

Concept: Reverberate: Share Experiences

10 Tenants:Building World-Class Mobile Services

- Image Source: http://www.flickr.com/photos/ducdigital/3011652637/

So what does it take to be a Market Leader in Mobile Services?

-Source: Image from Dennis Flood

Understand the Complexityof the Mobile Marketplace, Browsers, and Application Environments

#

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

#

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

#

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

#

Recognize the changing demographics of customers…

#

Understand how Customers Like to Hear from you…

#

Start with a plan and a whiteboard to outline your objectives…

#

Actually Watch Customers Use Your Mobile Applications…

#

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

#

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

#

Source: Jeremy Johnson, UX Expert

Source: Jeremy Johnson, UX Expert

Comprehensive Plan

Market Awareness

Asset Awareness

Iterate

We look at our product plans to understand where mobility makes sense…

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

GetThere:Case Study: Mobile Shop & Book

GetThere Mobile provides free, immediate

access to your trip information from your

mobile device

GetThere Mobile’s New Look!

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

GetThere Mobile’s New Look!Heuristic Review

Heuristic Review

GetThere Mobile’s New Look!

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Heuristic Review

GetThere Mobile’s New Look!

Hotel Shopping and Booking

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Confidential 110

GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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GetThere Mobile

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© GetThere. All rights reserved.

4/19/2011

Questions & Follow-up

will.pinnell@sabre.comM: (817) 658-8787