Mobile Strategy for DMOs  & the ANTO Experience Olaf Nitz [email_address] Austrian National Tourist Office
The Austrian National  Tourist Office <ul><li>The Austrian Tourist Office (Österreich Werbung) is the national tourism mar...
WHY A MOBILE STRATEGY?
Development of Technologies Maturity Visibility Technology  Productivity Source: Gartner, Mastering the Hype Cycle
Development of Hypes Maturity Technology  Trigger Plateau of Productivity Visibility Peak of Inflated Ex-pectations Trough...
<ul><li>Source:  http://www.gartner.com/it/page.jsp?id=1447613   </li></ul>Mobile in the Hype Cycle Maturity Technology  T...
<ul><li>POST-Method </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>...
PEOPLE
<ul><li>People:  </li></ul><ul><li>evaluate the mobile behaviors of guests  </li></ul><ul><li>differentiation business / l...
Development of mobile devices
Use of Smart Phones Increases
<ul><li>Source:  http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk   </li></ul>Google Mobile by Numbers
Mobile and Desktop Use
<ul><li>Source:  http://www.bitkom.org/de/presse/8477_65075.aspx   </li></ul>App Utilization in Germany
Users Apply mobile Travel-Apps
<ul><li>http://www.hsmaieconnect.org/news/154000370/4048129.html </li></ul>Use of Apps on the Journey
Use of Location Based Services
<ul><li>Source: EyeforTravel Report -The Introduction –  http://www.eyefortravelresearch.com/reportsales/record/id/10 </li...
Problems when accessing  mobile internet
OBJECTIVES
<ul><li>Objectives:  </li></ul><ul><li>determine how both NTO and guests will benefit </li></ul><ul><li>For example: </li>...
STRATEGY
<ul><li>Strategy: What’s the long-term plan? </li></ul><ul><li>Content </li></ul><ul><li>Spreading of the app </li></ul><u...
Phases of travel Inspiration Planning Journey On-site
NTO focus up to now Inspiration Planning Journey
Holistic approach  considering mobile Inspiration Planning Journey On-site    Different objectives &  different content  ...
TECHNOLOGY
<ul><li>Technology:  </li></ul><ul><li>What type of mobile application are you building? </li></ul><ul><li>For example: </...
What Does Mobile  Stand for? <ul><li>Mobile devices </li></ul><ul><li>Mobile websites </li></ul><ul><li>Mobile application...
<ul><li>Devices </li></ul><ul><li>Tablets </li></ul><ul><li>Smartphones </li></ul><ul><li>Notebooks? </li></ul><ul><li>App...
<ul><li>Web Apps / Hybrid Apps </li></ul><ul><li>Using a website that already exists </li></ul><ul><li>Information can be ...
THE ANTO EXPERIENCE
Mobile Website
iSki App
iAlps App
Tripwolf Partnership
Wikitude content syndication
Mobile Ads
QR Codes in Brochures
Next: The „Ö-App“
Thank you very much! <ul><li>Dipl. Des. Olaf Nitz, BSc </li></ul><ul><li>Head of Digital Media Strategy </li></ul><ul><li>...
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Mobile Strategy for DMOs & the ANTO Experience

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  • Fotos der Devices und Apps
  • Fotos der Devices und Apps
  • Mobile Strategy for DMOs & the ANTO Experience

    1. 1. Mobile Strategy for DMOs & the ANTO Experience Olaf Nitz [email_address] Austrian National Tourist Office
    2. 2. The Austrian National Tourist Office <ul><li>The Austrian Tourist Office (Österreich Werbung) is the national tourism marketing organization for the country of Austria. The ATO is funded by the Austrian Federal Government (75%) and the Austrian Chamber of Commerce (25%), but also acts as a fee based marketing agency for Austrian tourism interests. </li></ul><ul><li>Worldwide Staff: 230 </li></ul><ul><li>President: BM Dr. Reinhold Mitterlehner, Minister for Economics, Republic of Austria </li></ul><ul><li>CEO: Dr. Petra Stolba </li></ul>
    3. 3. WHY A MOBILE STRATEGY?
    4. 4. Development of Technologies Maturity Visibility Technology Productivity Source: Gartner, Mastering the Hype Cycle
    5. 5. Development of Hypes Maturity Technology Trigger Plateau of Productivity Visibility Peak of Inflated Ex-pectations Trough of Disillusionment Slope of Enlightenment R&D VC for start-ups First products on the market Early Adopter Hype in mass media Many providers Negative press Consolidation of providers Less than 5% of potential users 2nd generation of products Best practices 3rd generation of products„ „ Out of the Box“ 20-30% of potential users Source: Gartner, Mastering the Hype Cycle
    6. 6. <ul><li>Source: http://www.gartner.com/it/page.jsp?id=1447613 </li></ul>Mobile in the Hype Cycle Maturity Technology Trigger Plateau of Productivity Visibility Peak of Inflated Ex-pectations Trough of Disillusion-ment Slope of Enlightenment Media Tablet E-Book readers Mobile Application Stores Location Aware Applications
    7. 7. <ul><li>POST-Method </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>T echnology </li></ul><ul><li>Source: Josh Bernoff and Ted Schadler / Forrester </li></ul>Defining a strategy
    8. 8. PEOPLE
    9. 9. <ul><li>People: </li></ul><ul><li>evaluate the mobile behaviors of guests </li></ul><ul><li>differentiation business / leisure travel  Devices & mobile activities </li></ul>Defining a mobile strategy
    10. 10. Development of mobile devices
    11. 11. Use of Smart Phones Increases
    12. 12. <ul><li>Source: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk </li></ul>Google Mobile by Numbers
    13. 13. Mobile and Desktop Use
    14. 14. <ul><li>Source: http://www.bitkom.org/de/presse/8477_65075.aspx </li></ul>App Utilization in Germany
    15. 15. Users Apply mobile Travel-Apps
    16. 16. <ul><li>http://www.hsmaieconnect.org/news/154000370/4048129.html </li></ul>Use of Apps on the Journey
    17. 17. Use of Location Based Services
    18. 18. <ul><li>Source: EyeforTravel Report -The Introduction – http://www.eyefortravelresearch.com/reportsales/record/id/10 </li></ul>Mobile Opportunities identified by the travel industry
    19. 19. Problems when accessing mobile internet
    20. 20. OBJECTIVES
    21. 21. <ul><li>Objectives: </li></ul><ul><li>determine how both NTO and guests will benefit </li></ul><ul><li>For example: </li></ul><ul><ul><li>Inspiration </li></ul></ul><ul><ul><li>Increasing sales </li></ul></ul><ul><ul><li>Increasing loyalty </li></ul></ul><ul><ul><li>Encourage sharing </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><ul><li>Finding hot-spots </li></ul></ul><ul><ul><li>… </li></ul></ul>Defining a mobile strategy
    22. 22. STRATEGY
    23. 23. <ul><li>Strategy: What’s the long-term plan? </li></ul><ul><li>Content </li></ul><ul><li>Spreading of the app </li></ul><ul><li>Maintenance </li></ul><ul><li>Measurement </li></ul>Defining a mobile strategy
    24. 24. Phases of travel Inspiration Planning Journey On-site
    25. 25. NTO focus up to now Inspiration Planning Journey
    26. 26. Holistic approach considering mobile Inspiration Planning Journey On-site  Different objectives & different content in each phase
    27. 27. TECHNOLOGY
    28. 28. <ul><li>Technology: </li></ul><ul><li>What type of mobile application are you building? </li></ul><ul><li>For example: </li></ul><ul><ul><li>text messaging </li></ul></ul><ul><ul><li>mobile websites </li></ul></ul><ul><ul><li>web apps </li></ul></ul><ul><ul><li>native apps </li></ul></ul><ul><ul><li>mobile landingpages </li></ul></ul>Defining a mobile strategy
    29. 29. What Does Mobile Stand for? <ul><li>Mobile devices </li></ul><ul><li>Mobile websites </li></ul><ul><li>Mobile applications </li></ul>
    30. 30. <ul><li>Devices </li></ul><ul><li>Tablets </li></ul><ul><li>Smartphones </li></ul><ul><li>Notebooks? </li></ul><ul><li>Apps </li></ul><ul><li>Native Apps </li></ul><ul><li>Web Apps </li></ul><ul><li>Hybrid-Apps </li></ul>What Does Mobile Stand for?
    31. 31. <ul><li>Web Apps / Hybrid Apps </li></ul><ul><li>Using a website that already exists </li></ul><ul><li>Information can be updated (weather,etc) </li></ul><ul><li>More rapid initial download </li></ul><ul><li>Native Apps </li></ul><ul><li>No roaming fees </li></ul><ul><li>Large amounts of data possible (audio, video, maps etc.) </li></ul><ul><li>No updating of information </li></ul><ul><li>Device features (compass, GPS, maps, etc.) </li></ul><ul><li>Listing in app markets </li></ul>Pros and Cons of App Types
    32. 32. THE ANTO EXPERIENCE
    33. 33. Mobile Website
    34. 34. iSki App
    35. 35. iAlps App
    36. 36. Tripwolf Partnership
    37. 37. Wikitude content syndication
    38. 38. Mobile Ads
    39. 39. QR Codes in Brochures
    40. 40. Next: The „Ö-App“
    41. 41. Thank you very much! <ul><li>Dipl. Des. Olaf Nitz, BSc </li></ul><ul><li>Head of Digital Media Strategy </li></ul><ul><li>Austrian National Tourist Office </li></ul><ul><li>[email_address] </li></ul><ul><li>http://austriatourism.com </li></ul>xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz
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