An App for Everything - Mobile Apps

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Presentation at the ETC E-Business Academy 2010

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An App for Everything - Mobile Apps

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

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