The document discusses the Austrian National Tourist Office's mobile strategy. It covers developing a mobile strategy by understanding people's mobile behaviors, setting objectives and a long-term strategy, and choosing appropriate technologies like mobile websites, apps, and content. The ANTO's experience includes a mobile website, ski and travel apps, partnerships, and mobile ads. The goal is to engage visitors throughout all stages of travel using a holistic mobile approach.

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

3. WHY A MOBILE STRATEGY?

4. Development of Technologies Maturity Visibility Technology Productivity Source: Gartner, Mastering the Hype Cycle

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

8. PEOPLE

10. Development of mobile devices

11. Use of Smart Phones Increases

13. Mobile and Desktop Use

15. Users Apply mobile Travel-Apps

17. Use of Location Based Services

19. Problems when accessing mobile internet

20. OBJECTIVES

22. STRATEGY

24. Phases of travel Inspiration Planning Journey On-site

25. NTO focus up to now Inspiration Planning Journey

26. Holistic approach considering mobile Inspiration Planning Journey On-site  Different objectives & different content in each phase

27. TECHNOLOGY

32. THE ANTO EXPERIENCE

33. Mobile Website

34. iSki App

35. iAlps App

36. Tripwolf Partnership

37. Wikitude content syndication

38. Mobile Ads

39. QR Codes in Brochures

40. Next: The „Ö-App“