«Case Study of e-Ser vices Development: New eBusiness Idea in the Greek Winter Tourism
Economy»

1

Nhibe 2013 Internation...
Introduction

Darousis Eleftherios
Dr. Kitsios Fotis

 18 Ski centers with 500.000 visitors/winter season
 Increase of e...
Useful Data

Darousis Eleftherios
Dr. Kitsios Fotis

Source: Eltrun
E-Business
Laboratory 2012
(eltrun.gr) [4]

 From the...
E-business Model
 Michael Rappa (Business Models on the Web [8])

4

Darousis Eleftherios
Dr. Kitsios Fotis
Services

Darousis Eleftherios
Dr. Kitsios Fotis

 Interactive online booking engine for winter sports equipment

and com...
Services

Darousis Eleftherios
Dr. Kitsios Fotis

 Winter sport tutorials for beginners through multimedia

applications ...
Darousis Eleftherios
Dr. Kitsios Fotis

Swot Analysis
Strengths

Weaknesses

•Providing of innovative and easy to use
serv...
Innovation and Competition

Darousis Eleftherios
Dr. Kitsios Fotis

 Provision from the competition of some services whic...
Marketing-Customers

Darousis Eleftherios
Dr. Kitsios Fotis

 Target Groups:
 Winter tourists
 Winter sports and activi...
Marketing (Continue)
 E-marketing
 Monthly Newsletter
 Direct Placement Advertisement
 Google Ad Words
 Google Networ...
Income and Expenditure

Darousis Eleftherios
Dr. Kitsios Fotis

 Estimated income sources:
 Winter equipment booking ser...
Future Strategic Planning

Darousis Eleftherios
Dr. Kitsios Fotis

 Business activity expansion in the neighboring countr...
References

Darousis Eleftherios
Dr. Kitsios Fotis

 [1].Alco, Quantitative Research for Greek Winter Tourism Market, 201...
14
Contact Details
http://gr.linkedin.com/in/eleftheriosdarousis/
 eleytherios8@gmail.com
 tm094@uom.edu.gr

15
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«Case Study of e-Services Development: New e-Business Idea in the Greek Winter Tourism Economy»

  1. 1. «Case Study of e-Ser vices Development: New eBusiness Idea in the Greek Winter Tourism Economy» 1 Nhibe 2013 International Conference 29-30/8/2013 Chania, Crete Darousis Eleftherios, Dr. Kitsios Fotis Technology Management/Applied Informatics Dept. University of Macedonia Greece
  2. 2. Introduction Darousis Eleftherios Dr. Kitsios Fotis  18 Ski centers with 500.000 visitors/winter season  Increase of e-travel services usage (Eltrun [4])  Lack of competition  53.6% of Greek households are online (El.Stat. [6])  69% are online from mobile devices (El.Stat. [6])  1,9 million of Greek consumers bought online services and products (Eltrun [4]) 2
  3. 3. Useful Data Darousis Eleftherios Dr. Kitsios Fotis Source: Eltrun E-Business Laboratory 2012 (eltrun.gr) [4]  From the above survey the 93% are using online travel and tourism e-services  The same category was in 3rd place in 2011 3
  4. 4. E-business Model  Michael Rappa (Business Models on the Web [8]) 4 Darousis Eleftherios Dr. Kitsios Fotis
  5. 5. Services Darousis Eleftherios Dr. Kitsios Fotis  Interactive online booking engine for winter sports equipment and complete winter tourism services  Instant and reliable information about the status of Greek ski centers  Introducing innovation in the industry and in the service against competition  Online information database and directory for winter destinations  Online directory , portal presentation and database for winter destinations and ski centers 5
  6. 6. Services Darousis Eleftherios Dr. Kitsios Fotis  Winter sport tutorials for beginners through multimedia applications and winter sports selection wizard  Use of multimedia technologies for basic learning from professionals and national climbing groups  Desktop and mobile applications  Easy to use and portable use services  Virtual community services and social networking  6 E-forum, Online chat, Members area
  7. 7. Darousis Eleftherios Dr. Kitsios Fotis Swot Analysis Strengths Weaknesses •Providing of innovative and easy to use services •Reliable and instant information for the status of the Greek ski centers/resorts •Mobile and desktop apps for portable and easy access of the offered services •Lack of providing live streaming image from the ski centers •Lack of trust in new entry start-up businesses from consumers Opportunities Threats •Lack of strong competition and opportunity for innovation and entry in the market of winter tourism •Continuous increase in the usage of internet and e-commerce services from Greek consumers •Possibility of future new innovative entries •Increased competition from overseas markets which offer the winter tourism product in lower prices as a package •Economical crisis in Greece, which affects consumers behavior and preferences •Continuous environmental pollution which affect weather conditions with immediate affect in the winter weather conditions 7
  8. 8. Innovation and Competition Darousis Eleftherios Dr. Kitsios Fotis  Provision from the competition of some services which are equally          8 attractive Information on the status of ski centers is inefficient Incomplete information about weather conditions Lack of virtual community services Absence of online booking winter gear mechanism “Old Fashion” technology site with lack of cutting edge technologies (CMS, SEO) Failure to provide desktop and mobile application Lack of affiliate travel and tourism services Lack of interactivity with the user Low level of competition in the particular sector
  9. 9. Marketing-Customers Darousis Eleftherios Dr. Kitsios Fotis  Target Groups:  Winter tourists  Winter sports and activities enthusiasts/fans  Winter shops as retailers and suppliers  Business and portals related with winter tourism that will advertise in the website  Marketing Strategy  Marketing Promotional Techniques  “Traditional Marketing”  Digital  Distribution-Customer Loyalty 9
  10. 10. Marketing (Continue)  E-marketing  Monthly Newsletter  Direct Placement Advertisement  Google Ad Words  Google Network/Ad Sense  SEO  Social media  Facebook (4.000.000 Unique Greek Users, Eltrun [5])  Twitter (210.000 Unique Greek USers, Eltrun [5])  LinkedIn  Pinterest 10  Youtube Darousis Eleftherios Dr. Kitsios Fotis
  11. 11. Income and Expenditure Darousis Eleftherios Dr. Kitsios Fotis  Estimated income sources:  Winter equipment booking service fee  Membership packages  Affiliate tourism services commission earnings  Information SMS service fee earnings  Website Direct Advertisement and Google Network/Ad Sense  Advertisement in the mobile and desktop version  Estimated expenditure sources:  New business development cost  Digital Promotional Advertisement  Operational(physical and digital) costs  Website Development  Mobile App  Company facilities  Management-Consulting  Service fee cost for the e-payment provider 11
  12. 12. Future Strategic Planning Darousis Eleftherios Dr. Kitsios Fotis  Business activity expansion in the neighboring countries (Balkans/Bulgary)  Future international expansion overseas  Featured Services  Winter destinations and ski centers rating (comment) system  Geo location of POIs via Google Maps/Earth service  Mobile Augmented Reality of the most important and useful POIs (ski routes)  Ski lessons online booking  Supplier filtering mechanism of winter equipment pricing (similar with skroutz,gr for electronics) 12
  13. 13. References Darousis Eleftherios Dr. Kitsios Fotis  [1].Alco, Quantitative Research for Greek Winter Tourism Market, 2011  [2].Chaffey D., E-business and e-Commerce Management: Strategy, Implementation and Practice, F.T. Prentice Hall, 2004  [3].Eglash Joanne, How to write a .com business plan, McGraw-Hill Publishing, 2000  [4].Eltrun/AUEB, Annual E-commerce Greek Market Research, 2012  [5].Eltrun/AUEB, Annual Social Media Use Research, 2012  [6].El.Stat, ICT Usage Research from Greek Households, 2012  [7].Poutetsi C., Greek Ski Resorts, Electronic Article, Newspaper “TO BHMA”, 2010  [8].Rappa M., Business Models on the Web: Managing the Digital Enterprise, North Carolina State University, USA. 2000 13
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  15. 15. Contact Details http://gr.linkedin.com/in/eleftheriosdarousis/  eleytherios8@gmail.com  tm094@uom.edu.gr 15

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