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

2. The Austrian National Tourist Office 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. Worldwide Staff: 230 President: BM Dr. Reinhold Mitterlehner, Minister for Economics, Republic of Austria CEO: Dr. Petra Stolba

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

6. Source: http://www.gartner.com/it/page.jsp?id=1447613 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. POST-Method P eople O bjectives S trategy T echnology Source: Josh Bernoff and Ted Schadler / Forrester Defining a strategy

8. PEOPLE

9. People: evaluate the mobile behaviors of guests differentiation business / leisure travel  Devices & mobile activities Defining a mobile strategy

10. Development of mobile devices

11. Use of Smart Phones Increases

12. Source: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk Google Mobile by Numbers

13. Mobile and Desktop Use

14. Source: http://www.bitkom.org/de/presse/8477_65075.aspx App Utilization in Germany

15. Users Apply mobile Travel-Apps

16. http://www.hsmaieconnect.org/news/154000370/4048129.html Use of Apps on the Journey

17. Use of Location Based Services

18. Source: EyeforTravel Report -The Introduction – http://www.eyefortravelresearch.com/reportsales/record/id/10 Mobile Opportunities identified by the travel industry

19. Problems when accessing mobile internet

20. OBJECTIVES

21. Objectives: determine how both NTO and guests will benefit For example: Inspiration Increasing sales Increasing loyalty Encourage sharing Support Finding hot-spots … Defining a mobile strategy

22. STRATEGY

23. Strategy: What’s the long-term plan? Content Spreading of the app Maintenance Measurement Defining a mobile 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

28. Technology: What type of mobile application are you building? For example: text messaging mobile websites web apps native apps mobile landingpages Defining a mobile strategy

29. What Does Mobile Stand for? Mobile devices Mobile websites Mobile applications

30. Devices Tablets Smartphones Notebooks? Apps Native Apps Web Apps Hybrid-Apps What Does Mobile Stand for?

31. Web Apps / Hybrid Apps Using a website that already exists Information can be updated (weather,etc) More rapid initial download Native Apps No roaming fees Large amounts of data possible (audio, video, maps etc.) No updating of information Device features (compass, GPS, maps, etc.) Listing in app markets Pros and Cons of App Types

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“

41. Thank you very much! Dipl. Des. Olaf Nitz, BSc Head of Digital Media Strategy Austrian National Tourist Office [email_address] http://austriatourism.com xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz