Mobile Transformation
from offline, online to mobile
Eric Ye @ ctrip.com
November, 2015
Ctrip - The Biggest OTA Platform of China
Hotel
Flight
Train
Finance
Group
Tour
Busiess
Trip
Airports Coverage
72%+
5000+
Countries and Regions Coverage
Peak Tickets Booking
200+
260K+
Peak Hotel Rooms Booking
Peak Total Booking
400K+
2Million
Cruise
啊
啊
Online Hotel Booking Share
Travel
Guide
Bus
Package
Food
Ticket
Car
Rental
Shopping
Coupon
Vacation
Meeting
2011
25%
75%
Ignore
Online
Offline
Mobile
Problems:
•
Offline: tech and operation
•
Online: peers
•
Mobile: infant
•
Booking tools vs user experience
•
Site scalability
2012
40%
52%
8%
Online
Offline
Mobile
Make Fast Changes:
•
•
•
•
•
•
Open API
Architecture 2.0
UI 2.0
Traffic drivers (SEO/SEM/…)
Search speed
Page speed
45%
30%
25%
Online
Offline
Mobile
2013
Mobilize Resources for App:
•
•
•
•
Open API everywhere
App catch up with web
Mobile BU
1-Stop travel App
Encountered Problems …
•
•
•
•
•
New business lines
Lag behind web
BU fighting for mobile resources
Payment
Infrastructure is at bottleneck
Strategy Shift:
Decentralize mobile BU …
2014
35%
15%
50%
Online
Offline
Mobile
Multi-front Challenges :
•
•
•
•
Re-organization
BU must learn App fast
Decouple everything
Not to miss a single App release
• Train 92%
• Hotel 45%
2014
20%
8%
72%
Online
Offline
Mobile
From OTA to MTA
(Mobile Travel Agency)
2015
Product
Transform
Tech
Product Strategy: One App for Mainstream OS/Devices
iPhone
iPad
Android Phone
Reduced
Android Pad
iOS
Android
Windows Phone
Before
Now
Everything Decoupled
DB
Business Unit
Servers
Cost Unit
Decoupled
App Release
Dev & Test
Infrastructure
Architecture
Mobile App Architecture (Old)
Hotel
Flight
Vacation
Train
……
Mobile Service
Problems seen in 2013:
•
•
•
•
•
•
Totally coupled
SPOF
Lacked of LB routing
No monitoring
Less secure
…
App Architecture Decoupled
Hotel Service
Flight Service
……
Mobile Gateway
Mobile APP Code Decoupled
UI Components
Vacation
…...
Flight
Hotel
Business Modules
…...
Hybrid
Decoupled
Data/URL Bus, Hybrid
Common Libs
Foundation Framework
Mobile OS SDKs
Mobile OS SDKs
One Project
Multi Projects
Benefits of App Being Decoupled
01
Faster parallel development
02
Automate App integration testing
03
Faster App booting
04
Enable hot fixes
05
Increase function resiliency
App Networking Performs Fast and Reliable
DNS
•
Use TCP and HTTP for App
•
Fine-tuned TCP for 2G/3G/4G/WIFI
•
Tune retry logic at stage of connection/write/read
•
Use IP list to avoid DNS failure and DNS hijacking
•
Elevate IP selection by performance
•
Reduce payload by protobuff & gzip
Mobile Networking Reliability
Achieved End-to-End Service Success Rate of 99.7%
100.00%
99.00%
98.00%
97.00%
96.00%
95.00%
V5.10
V6.0
V6.1
V6.2
V6.3
V6.4
V6.5
V6.6
V6.7
V6.8
V6.9
Make Mobile App Run Better
•
App booting: load initial data & modules as needed
•
Data prefetching: initiate requests before page transition
•
Picture prefetching, compression and multi-level caching
•
Reduce App size with SVG
Smaller
•
Detect & remove ghost modules
Fast to
Market
•
App hybrid design - Native & H5 coexistence
Faster
Solutions to Mobile Maps Flaws
Flaws:
•
Less accuracy on iOS Map
•
Android LBS/Maps services are
blocked in China
Enhance Mobile LBS/Maps Services
Android
iOS
China
AMap
iOS Map
Google map /LBS AMap
Oversea
Google Map
iOS Map
Make App developers easy
•
Unify LBS for iOS and Android
•
Unify city locator
•
Unify map services for Google/iOS/AMap
Mobile Monitoring at Runtime
End-to-End Monitoring:
App Log
Services Log
•
Service reliability
•
Service time
•
Networking metrics
•
Crashing collection
•
Consumption: battery, data stream
•
Boot time
•
Page time
More Technologies …
App
Backend
•
Adaptive design
•
Wear/TV
•
Mobile Payment
•
Hotfix
•
7z-compression
•
…...
•
Voice search
•
Push/Notification server
•
•
Map Proxy
Anti bot
App for Apple Watch
Transformation Best Practices
• CEO to be best business architect
• CTO to be best technological architect
• Mobile everybody
• BU owns its app and win over its competitors
• Enforce engineering culture
THANKS