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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]
WHY A MOBILE STRATEGY?
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
PEOPLE
[object Object],[object Object],[object Object],Defining a mobile strategy
Development of mobile devices
Use of Smart Phones Increases
[object Object],Google Mobile by Numbers
Mobile and Desktop Use
[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
OBJECTIVES
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Defining a mobile strategy
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
TECHNOLOGY
[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
THE ANTO EXPERIENCE
Mobile Website
iSki App
iAlps App
Tripwolf Partnership
Wikitude content syndication
Mobile Ads
QR Codes in Brochures
Next: The „Ö-App“
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

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Mobile Strategy for DMOs & the ANTO Experience

Editor's Notes

  1. Fotos der Devices und Apps
  2. Fotos der Devices und Apps