Forget about apps until Mobile Website is complete.

SAN FRANCISCO – An OpenTable executive who spoke at ad:tech said that 10 percent of the company’s online reservations are booked via mobile and stressed the importance of having a mobile-optimized Web site.

During the “Mobile Marketing: Big Changes Brought on by Little Apps” panel, the OpenTable executive discussed how mobile creates incremental booking opportunities. The session was moderated by Tina Unterlaender, account director at AKQA Mobile, San Francisco.

“Mobile is driving real restaurant businesses,” said Scott Jampol, senior director of consumer marketing at OpenTable, San Fransisco.

“Before mobile, you used to walk to a movie theater and you looked to the left and saw a Chinese restaurant and you look to the right and it’s a diner and you decide where you can eat,” he said. “Today you open up a mobile app, secure a reservation and look at the device’s map functionality and walk there.


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