Mobile Strategy for DMOs & the ANTO Experience

Mobile Strategy for DMOs & the ANTO Experience Olaf Nitz [email_address] Austrian National Tourist Office

The Austrian National Tourist Office ,[object Object],[object Object],[object Object],[object Object]

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 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

[object Object],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

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Defining a strategy

[object Object],[object Object],[object Object],Defining a mobile strategy

[object Object],Google Mobile by Numbers

[object Object],App Utilization in Germany

Users Apply mobile Travel-Apps

[object Object],Use of Apps on the Journey

Use of Location Based Services

[object Object],Mobile Opportunities identified by the travel industry

Problems when accessing mobile internet

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Defining a mobile strategy

[object Object],[object Object],[object Object],[object Object],[object Object],Defining a mobile strategy

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 in each phase

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Defining a mobile strategy

What Does Mobile Stand for? ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What Does Mobile Stand for?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pros and Cons of App Types

Thank you very much! ,[object Object],[object Object],[object Object],[object Object],[object Object],xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz

Mobile Strategy for DMOs & the ANTO Experience

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Mobile Strategy for DMOs & the ANTO Experience

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