Mobile Transformation from offline, online to mobile Eric Ye @ ctrip.com November, 2015
Ctrip - The Biggest OTA Platform of China Hotel Flight Train Finance GroupTour BusiessTrip TravelGuide 啊 啊 Online Hotel Booking Share 72%+ Airports Coverage 5000+ Countries and Regions Coverage 200+ Peak Tickets Booking 260K+ Peak Hotel Rooms Booking 400K+ Peak Total Booking 2Million Cruise Bus Package Food Ticket Car Rental Shopping Coupon Vacation Meeting
25% 75% 2011 Problems: Ignore Online Offline Mobile Offline: tech and operation Online: peers Mobile: infant Booking tools vs user experience Site scalability
40% 52% 8% 2012 Make Fast Changes: Online Offline Mobile Open API Architecture 2.0 UI 2.0 Traffic drivers (SEO/SEM/…) Search speed Page speed
45% 30% 25% 2013 Mobilize Resources for App: Online Offline Mobile Open API everywhere App catch up with web Mobile BU 1-Stop travel App
2014 Encountered Problems … Strategy Shift: New business lines Lag behind web BU fighting for mobile resources Payment Infrastructure is at bottleneck 2014 Strategy Shift: Decentralize mobile BU …
35% 15% 50% 2014 Multi-front Challenges : Online Offline Mobile Train 92% Hotel 45% 2014 Multi-front Challenges : Re-organization BU must learn App fast Decouple everything Not to miss a single App release
(Mobile Travel Agency) Online Offline Mobile 20% 8% 72% 2015 From OTA to MTA (Mobile Travel Agency)
Transform Product Tech
Product Strategy: One App for Mainstream OS/Devices Before iPhone iPad Android Phone Android Pad Windows Phone Now iOS Android Reduced
Decoupled Everything Decoupled DB Business Unit Cost Unit Servers App Release Dev & Test Infrastructure Architecture
Mobile App Architecture (Old) Hotel Flight Train Vacation …… 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 Common Libs Mobile OS SDKs One Project Business Modules Multi Projects Foundation Framework Mobile OS SDKs Data/URL Bus, Hybrid Hybrid Hotel Vacation Flight …... Decoupled
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 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 DNS Reduce payload by protobuff & gzip
Mobile Networking Reliability
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 Faster Reduce App size with SVG Detect & remove ghost modules Smaller App hybrid design - Native & H5 coexistence Fast to Market
Solutions to Mobile Maps Flaws Less accuracy on iOS Map Android LBS/Maps services are blocked in China
Enhance Mobile LBS/Maps Services Android iOS China AMap Google map /LBS iOS Map Oversea Google 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: Service reliability Service time Networking metrics Crashing collection Consumption: battery, data stream Boot time Page time App Log Services Log
More Technologies … App Backend Adaptive design Mobile Payment 7z-compression Wear/TV Hotfix …... App Voice search Push/Notification server Map Proxy Anti bot Backend
App for Apple Watch Apple Watch App Eample.
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