An App for Everything - Mobile Apps

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Presentation at the ETC E-Business Academy 2010

Presentation at the ETC E-Business Academy 2010

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  • Fotos der Devices und Apps

Transcript

  • 1. An App for Everything - Mobile applications in the travel process Olaf Nitz Head of Digital Media Strategy Austrian National Tourist Office
  • 2. Agenda
    • Mobile - the next big thing?
    • Mobile Apps in the phases of travel
    • Benchmark of apps
    • Mobile strategy
  • 3. MOBILE THE NEXT BIG THING?
  • 4. Development of Technologies Maturity Visibility Technology Productivity
  • 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. Mobile in the Hype Cycle
    • Source: http://hemartin.blogspot.com/2010/08/gartners-hype-cycle-emerging.html
    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. Development of mobile devices
  • 8. Use of Smart Phones Increases Smartphones sold in Germany
  • 9. Google Mobile by Numbers
    • Source: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk
  • 10. Mobile and Desktop Use
  • 11. App Utilization in Germany
    • Source: http://www.bitkom.org/de/presse/8477_65075.aspx
  • 12. Users Apply mobile Travel-Apps
  • 13. Use of Apps on the Journey
    • http://www.hsmaieconnect.org/news/154000370/4048129.html
  • 14. Use of Location Based Services
  • 15. Mobile Opportunities identified by the travel industry
    • Source: EyeforTravel Report -The Introduction – http://www.eyefortravelresearch.com/reportsales/record/id/10
  • 16. Problems when accessing mobile internet
  • 17.
    • Devices
    • Tablets
    • Smartphones
    • Notebooks?
    • Apps
    • Native Apps
    • Web Apps
    • Hybrid-Apps
    What Does Mobile Stand for?
  • 18.
    • 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
  • 19. MOBILE APPS IN THE PHASES OF TRAVEL
  • 20. The Six Stages of Travel
    • Source: http://www.sixthsenseinsights.com.au/the-six-stages-of-travel-content-marketing-in-a-mobile-world/
  • 21. Guest‘s Perception of Travel Experience
    • Source : http://www.slideshare.net/RobertKCole/mobile-distribution-no-its-not-billboards-and-neon-vacancy-signs
  • 22. Phases of travel Inspiration Planning Journey On-site Selection of the destination Information Price comparison Product information Product decision Selection of providers Booking Detailed planning Sharing Follow-up
  • 23. NTO focus up to now Inspiration Planning Journey
  • 24. Holistic approach considering mobile Inspiration Planning Journey On-site  Different objectives & different content in each phase
  • 25. INSPIRATION PHASE
    • Mobile Apps in the phases of travel
  • 26. Lonely Planet Travel Guides
    • http://itunes.apple.com/us/app/lonely-planet-travel-guides/id317165182?mt=8
    • iPhone Application
    Inspiration Planning Journey On-site
  • 27. Lonely Planet: 1000 Ultimate Experiences
    • Quellen: http://itunes.apple.com/us/app/1000-ultimate-experiences/id363314863?mt=8
    • http://www.lonelyplanet.com/mobile/apple/ebooks.php
    • iPad Application
    Inspiration Planning Journey On-site
  • 28. Marco Polo Berlin
    • iPad Application
    Inspiration Planning Journey On-site
  • 29. Canadian Rockies
    • iPad Application
    Inspiration Planning Journey On-site
  • 30. Flipboard - FlipTrip
    • iPad Application
    Inspiration Planning Journey On-site
  • 31. Austrian National Tourist Office
    • Source: http://mobile.austria.info
    • Mobile Website
    Inspiration Planning Journey On-site
  • 32. Facebook
    • iPhone App
    Inspiration Planning Journey On-site
  • 33. Fotopedia Heritage
    • http://itunes.apple.com/de/app/fotopedia-heritage/id383327395?mt=8
    • iPad Application
    Inspiration Planning Journey On-site
  • 34. YouTube
    • iPad Application
    Inspiration Planning Journey On-site
  • 35. Google Maps & Google Earth
    • iPad Application
    Inspiration Planning Journey On-site
  • 36. QR Codes on billboards and in brochures
    • Foto-Source: http://www.flickr.com/photos/avlxyz/2656508531/
    • App-Source: http://itunes.apple.com/de/app/qr-reader-for-iphone/id368494609?mt=8
    Inspiration Planning Journey On-site
  • 37. PLANNING PHASE
    • Mobile apps in the phases of travel
  • 38. AIDA
    • iPad App
    Inspiration Planning Journey On-site
  • 39. Codé Nast Traveler
    • iPad App
    Inspiration Planning Journey On-site
  • 40. Beletage - Design & Boutique Hotel Vienna
    • Source: http://itunes.apple.com/tw/app/beletage-design-boutique-hotel/id354109921?mt=8
    • iPhone App
    Inspiration Planning Journey On-site
  • 41. HRS
    • iPad App
    Inspiration Planning Journey On-site
  • 42. Kayak
    • iPad App
    Inspiration Planning Journey On-site
  • 43. Tripadvisor
    • iPhone App
    Inspiration Planning Journey On-site
  • 44. Orlando Attraction
    • iPad Hybrid App
    Inspiration Planning Journey On-site
  • 45. Hannover
    • iPad App
    Inspiration Planning Journey On-site
  • 46. JOURNEY PHASE
    • Mobile Apps in the phases of travel
  • 47. Lufthansa Mobile Boarding Pass & Austrian Federal Railways Scotty Inspiration Planning Journey In-out
  • 48. FlightTrack
    • Source: http://itunes.apple.com/at/app/id302325893?mt=8
    • iPhone App
    Inspiration Planning Journey On-site
  • 49. Flight Radar
    • iPhone App
    • iPad App
    Inspiration Planning Journey On-site
  • 50. Jetstar – Inflight Entertainment System
    • Source: http://www.ipad-tipps.de/ipad-beim-fliegen/
    • iPad App
    Inspiration Planning Journey On-site
  • 51. TomTom
    • Source: http://itunes.apple.com/at/app/tomtom-d-a-ch/id326068192?mt=8
    • iPhone App
    Inspiration Planning Journey On-site
  • 52. ON-SITE PHASE
    • Mobile Apps in den phases of travel
  • 53. Europcar
    • iPhone App
    Inspiration Planning Journey On-site
  • 54. Soundwalk NYC Little Italy
    • Source: http://itunes.apple.com/us/app/soundwalk-nyc-little-italy/id337251816?mt=8
    • iPhone App
    Inspiration Planning Journey On-site
  • 55. iSki
    • iPhone App
    Inspiration Planning Journey On-site
  • 56. iAlps
    • iPhone App
    Inspiration Planning Journey On-site
  • 57. Carinthia
    • iPhone App
    Inspiration Planning Journey On-site
  • 58. iConcierge
    • Source: http://www.nousguide.com/de/onp/iconcierge/
    • iPad App
    Inspiration Planning Journey On-site
  • 59. Qype
    • iPhone App
    Inspiration Planning Journey On-site
  • 60. Foursquare
    • iPhone App
    Inspiration Planning Journey On-site
  • 61. Upper Austria
    • iPad App
    Planning Journey On-site Inspiration
  • 62. Wikitude
    • iPhone App
    Inspiration Planning Journey On-site
  • 63. Museum of London
    • Source: http://itunes.apple.com/de/app/museum-london-streetmuseum/id369684330?mt=8
    • iPhone App
    Inspiration Planning Journey On-site
  • 64. Twitter
    • iPad App
    Inspiration Planning Journey On-site
  • 65. SUMMARY APPS
  • 66. Status: Motorized carriages
    • Source: http://www.flickr.com/photos/shanafin/440628245/
  • 67.
    • Same players as on the web
    • Additional players (Audioguides, etc.)
    • Many Apps with little advantage for users
    • Strong focus on transactions
    • Apps being part of revenue models
    Conclusion
  • 68. MOBILE STRATEGY
  • 69.
    • People : evaluate the mobile behaviors of guests (differentiation business / leisure travel)  Devices & mobile activities
    • Objectives : determine how both NTO and guests will benefit  Inspiration, increasing sales & loyalty, encourage sharing, support, finding hot-spots
    • Strategy : what’s the long-term plan?  Content, spreading of the app, maintenance, measurement
    • Technology : what type of mobile application are you building?  Text messaging, mobile sites, web apps, native apps
    Defining a mobile strategy
    • Source: Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business by Josh Bernoff and Ted Schadler
  • 70.
    • Publishers (Lonely Planet, Marco Polo)
    • Tour Operators (AIDA, Codé Nast)
    • Service Providers (iConcierge, Hollmanns Beletage, Europcar)
    • Review platforms & communities (Tripadvisor)
    • Providers of metasearch-tools (Kayak)
    • Social Media platforms (Qype, Facebook, Foursquare, Twitter, …)
    • DMOs (Upper Austria, Carinthia, Austrian National Tourist Office …)
    The players
  • 71.
    • Present the country according to the defined brand
    • Aggregation of content from the whole country
    • Focus also on inspiration, not only sales
    • Cooperations with existing app providers
    • What else?
    What should the role of NTOs be?
  • 72. 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