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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

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