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Mobile Strategy for DMOs & the ANTO Experience


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Presentation at the ENTER 2011 conference

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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>
  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: </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: </li></ul>Google Mobile by Numbers
  13. 13. Mobile and Desktop Use
  14. 14. <ul><li>Source: </li></ul>App Utilization in Germany
  15. 15. Users Apply mobile Travel-Apps
  16. 16. <ul><li> </li></ul>Use of Apps on the Journey
  17. 17. Use of Location Based Services
  18. 18. <ul><li>Source: EyeforTravel Report -The Introduction – </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
  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> </li></ul>