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Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
Mobile Strategy for DMOs & the ANTO Experience
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Mobile Strategy for DMOs & the ANTO Experience

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Presentation at the ENTER 2011 conference

Presentation at the ENTER 2011 conference

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  • Fotos der Devices und Apps
  • Fotos der Devices und Apps
  • Transcript

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

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