1. Mobile Transformation
from offline, online to mobile
Eric ctrip.com
November, 2015

2. 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

3. 25% 75% 2011 Problems: Ignore Online Offline Mobile
Offline: tech and operation
Online: peers
Mobile: infant
Booking tools vs user experience
Site scalability

4. 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

5. 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

6. 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 …

7. 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

8. (Mobile Travel Agency)
Online
Offline
Mobile
20% 8%
72%
2015
From OTA to MTA
(Mobile Travel Agency)

9. Transform
Product
Tech

10. Product Strategy: One App for Mainstream OS/Devices
Before
iPhone
iPad
Android Phone
Android Pad
Windows Phone
Now
iOS
Android
Reduced

11. Decoupled Everything Decoupled DB Business Unit Cost Unit Servers
App Release
Dev & Test
Infrastructure
Architecture

12. 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 …

13. App Architecture Decoupled
Hotel Service
Flight Service ……
Mobile Gateway

14. 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

15. Benefits of App Being Decoupled01
Faster parallel development 02
Automate App integration testing 03
Faster App booting 04
Enable hot fixes 05
Increase function resiliency

16. 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

17. Mobile Networking Reliability

18. 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

19. Solutions to Mobile Maps Flaws
Less accuracy on iOS Map
Android LBS/Maps services are blocked in China

20. 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

21. 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

22. More Technologies … App Backend Adaptive design Mobile Payment
7z-compression
Wear/TV
Hotfix
…...
App
Voice search
Push/Notification server
Map Proxy
Anti bot
Backend

23. App for Apple Watch
Apple Watch App Eample.

24. 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

25. THANKS