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Part 5: Alan Gibson, Edinburgh Festival Fringe & Gavin Dutch, Kotikan

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On Thursday 23 February the ETAG: Technology Solutions for Tourism event took place at Pollock Halls, Edinburgh. …

On Thursday 23 February the ETAG: Technology Solutions for Tourism event took place at Pollock Halls, Edinburgh.

The event, organised by ETAG, Interactive Scotland and Scottish Enterprise, followed on from the hugely successful ETAG Technology Solutions in Tourism 2011 and featured leading industry speakers.

In this slidecast, Alan Gibson from Edinburgh Festival Fringe and Gavin Dutch from Kotikan, deliver their "Monetising the Fringe Festival App" seminar.

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  • 1. Technology Solutions for Tourism Conference 2012 Thursday 23rd February Part 5: Case Study – Alan Gibson, Edinburgh Festival Fringe and Gavin Dutch, Kotikan Monetising the Fringe Festival AppWednesday, 14 March 2012
  • 2. Monetising the Fringe Apps Alan Gibson & Gavin Dutch Technology Solutions for TourismWednesday, 14 March 2012
  • 3. The Edinburgh Festival Fringe is the largest,open-access arts festival in the world.The Fringe Society exists to:• Advise, support and encourage all participants at the Festival Fringe• Provide comprehensive, accurate and up-to-date information and ticketing services, to its participants and the public• Promote the entire Fringe as a festival in the context of Edinburgh and other festivals. In 2011 258 venues 21,912 performers 41,689 performances 2,452 shows 1,877,119 tickets issuedWednesday, 14 March 2012
  • 4. Why Invest in Mobile? • The Fringe programme – Print run 400,000 copies – Expensive to distribute – Environmental impact – 68% use as their main source of informationWednesday, 14 March 2012
  • 5. A Brief History • 2009 – Festivals Edinburgh partnership – A listings app to help navigate Edinburgh’s summer festivals – Cost £1.69 – 1,650 downloadsWednesday, 14 March 2012
  • 6. A Brief History • 2010 – Fringe branded – Free to download – Exclusive Half Price Hut feed – Store favourites and planner calendar – 22,519 downloads - 369,000 sessionsWednesday, 14 March 2012
  • 7. A Brief History • 2011 – Support From Virgin Money/Arts & Business Scotland – Develop for Android platform to increase reach to smart phone users – Develop mobile ticket purchase on iPhone and Android as additional sales channel to edfringe and box officeWednesday, 14 March 2012
  • 8. The Techie Bit • Platforms – Why not mobile web – Why Android? • Challenges – Keeping listings current – Creating a positive user journey – Multiple box office systems – Transaction security – 2 months to deliverWednesday, 14 March 2012
  • 9. Design • Usability is paramount in delivering a positive app experience – Optimizing experience for mobile – Text input is painful on a mobile – No need for shopping baskets – Account management for new and existing Fringe customersWednesday, 14 March 2012
  • 10. 1Wednesday, 14 March 2012
  • 11. To achieve that one tapWednesday, 14 March 2012
  • 12. Transaction Processing • Box office integration – Using Red61’s VIA box office system – Robust handling of poor connections • Security considerations – PCI compliance on mobile? – Financial partner required additional assurances – Critical functionality tested as early as possibleWednesday, 14 March 2012
  • 13. DemoWednesday, 14 March 2012
  • 14. Wednesday, 14 March 2012
  • 15. Wednesday, 14 March 2012
  • 16. Wednesday, 14 March 2012
  • 17. Results • Downloads – iPhone: 32,062 – Android: 13,022 – Total: 45,084 (730,000 sessions) • 7% Fringe attendees used it as their main source of information – predominantly 15–44 • 9,475 transactions sold 21,000 ticketsWednesday, 14 March 2012
  • 18. Added Value for Fringe • Additional ticket sales channel • Marketing tool to attract younger audiences • Fringe Society well positioned to capitalize on the forecast rapid growth of mobile use • Robust mobile platform for future yearsWednesday, 14 March 2012
  • 19. Thank youWednesday, 14 March 2012
  • 20. Technology Solutions for Tourism Conference 2012 Watch videos and find out more about ETAG: www.etag.org.uk Find out about technology exhibitors: www.etagdigitalexhibitorzone.com Audio, video and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.ukWednesday, 14 March 2012

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