Presentation at the ETC E-Business Academy 2010

1. An App for Everything - Mobile applications in the travel process Olaf Nitz Head of Digital Media Strategy Austrian National Tourist Office

3. MOBILE THE NEXT BIG THING?

4. Development of Technologies Maturity Visibility Technology Productivity

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

7. Development of mobile devices

8. Use of Smart Phones Increases Smartphones sold in Germany

10. Mobile and Desktop Use

12. Users Apply mobile Travel-Apps

14. Use of Location Based Services

16. Problems when accessing mobile internet

19. MOBILE APPS IN THE PHASES OF TRAVEL

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. NTO focus up to now Inspiration Planning Journey

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

47. Lufthansa Mobile Boarding Pass & Austrian Federal Railways Scotty Inspiration Planning Journey In-out

65. SUMMARY APPS

68. MOBILE STRATEGY