go.local (SG Edition)Travel ConciergeTeam Member NamesHo Yi ChuenLee Hsiao Wei (Sean)Low Gin ShiBalaji
Each year, millions are invested in Singapore tourism. Tourists are still not getting a ‘local’ experience.
I’ve lived in Singapore for 3years, I am only beginning to discover the places. - Clayton Singapore is about the club scene in Clarke Quay, and shopping in Orchard. There’s nothing unique here. - Yudi
What tourists really looking for? Tourists are looking for a local experience.While there are plenty of well known attractions, they want local-flavoured recommendations. Local Experience = Unique Travel Experience
Travel agents, local day tours,Extensive travel guides apps, guides and sites Does not expose the “long tail” of local experience.
SummaryPOI Reviews Social-shared travel log Visitors Local recommendations Reduce resources Preserving local culture Support local businesses content Locals -source Crowd Merchant Deals Sponsored listings
Next StepsWhat needs to happen to make this project a reality?• Make available subsidized/sponsored mobile data access• Build / leverage existing reviews of Places of Interests• Strong incentive mechanism for locals to post reviewsAny partnerships or more data needed?•Datasets required: OneMap Places of Interests data, One Map @ SG,LTA Bus Stop Code and Locations, SMRT Bus Information and Routes,SBS Transit Bus Information and Routes.• Bank tie-ups for merchant deals• Potential collaboration with STB
Next StepsDevelopment Timeline Sign-off; Development Launch of Launch of Focus group (Application / Content Population / “Go Where, “GoLocal – research and Content Focus group testing Singapore?” Singapore” feasibility timeline Development) Jul to Sep 2012 Oct to Dec 2012 Jan to Mar 2013 Apr to May 2013 Jun 2013 3 months 3 months 3 months 2 months
Market Sizing Singapore 2011 Visitors Total: 13.1m Total: 5.1m App usage 3G exposure at 45% x 70% home and own smart adoption in SG x 60% 50% phone 40% > 2 days stay Pre-trip x downloads 1 in every x conversion! 30% app last group of 3 33% month x x Share of 5%% Share of 20% adoption adoption Better experience 80k users 80k users for 80kSource: STB 2011, Nielsen 2011, go.local Team Analysis
Marketing Activities• “How local are you?” Challenge• Google Adwords and Contextual Targeting• Airlines inflight magazines