2010.Appalachian IDEAS Competition.Smart Phone Story
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Transcript of 2010.Appalachian IDEAS Competition.Smart Phone Story
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Prototyping Smart Phone Tours Prototyping Smart Phone Tours in KRADDin KRADD
Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn, Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn, and Brandi L. Vaughnand Brandi L. Vaughn
Appalachian Ideas Network 5th CompetitionUniversity of Kentucky
GSTR 110 Berea College
Berea KY 40404
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EPG instills abilities via Service-Learning
Mission statement - educating and inspiring students from Appalachia to become service-oriented leaders
1,500 liberal arts students
150 years
Learning, Labor and Service
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EPG Program defines “Entrepreneurial Leadership” as:
"A process when one person or a group of people in a community originate an idea or innovation for a needed change and influence others in that community to commit to realizing that change, despite the presence of risk, ambiguity, or uncertainty".
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Inspire and grow Southeast Kentucky founders
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EPG Program can be the formation seeds
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The context or community partners setting
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13 States of Appalachia
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Poverty rate in Appalachian Kentucky – 15.8%
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Percent of High School Completion in Appalachian Kentucky – 17.1%
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Rural Communities
Madison County population – 71,000
Leslie County population – 14,000
Knott County population – 13,000
Eastern KY County seat populations – 300 / 800
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Kentucky River Area Development District Population Change from Census 2000
to July 1, 2008: -3%
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Kentucky River Area Development District High School completion 65% and
College completion 10.5%
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31% of households in the past 12 month incomes are below the poverty level
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Kentucky counties in the sKYward Trails System
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22
GSTR 110 Critical Thinking
NEAT Tourism
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Kentucky tourism is $10.1 billion $10.1 billion industry employing 176,840 in 2007.
Tourism looms large within the Appalachia’s postindustrial economy.
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Source: Berea Tourism Commission Strategic Plan, 2007 : //www.berea.com/PDFs/StrategicPlanFINALOct%2017.pdf
• $136 M in Madison County in 2003
• 36% of $136M comes from Berea
• 43,000 vehicles pass through I-75 daily
• 200 motor coaches w/30 people visit Berea annually
Berea Tourism
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562
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VISION STATEMENT
.
Our Vision
recognized as one of the great destinations one of the great destinations of the United States
a celebration of Appalachian heritage and life
innovative and quality multi-county trail systems
world‐class adventure recreation venues
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Our methods of discovery
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IDEO has institutionalized the principles of
DISCOVERY
LEARNING
ENGAGEMENT
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Gates Foundation
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Characterizing a Design Thinker
Empathy. They can imagine the world from multiple perspectives – those of colleagues, client, end users, and customers.
Integrative thinking. They not only rely on analytical processes but also exhibit the ability to see all of the salient – and sometime contradictory – aspects of a confounding problem and create novel solutions that go beyond and dramatically improve on existing alternatives.
Optimism. They assume that no matter how challenging the constraints of a given problem, at least one potential solution is better than the existing alternatives.
Experimentalism. Design thinkers pose questions and explore constraints in creative ways that proceed in entirely new directions.
Collaboration. The increasing complexity of products, services, and experiences has replaced the myth of the lone genius with the reality of the enthusiastic interdisciplinary collaborator.
Tim Brown, Design Thinking (Harvard Business Review, June 2008)
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A Focus on Community Partners/Customers/Users.
Broad, Multi-Disciplinary Influences.
Ideation with Prototyping.
Finding Alternatives.
Wicked Problems.
Emotion.
Design Thinking / Service Learning Engagers
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2008 Survey of Wicked Problems*
1. Balancing long-term goals with short term demands.
2. Predicting returns on innovative concepts.
3. Innovating at he increasing speed of change.
4. Winning the war for world-class talent.
5. Combing profitability with social responsibility.
6. Protecting margins in a commoditizing industry.
7. Multiplying success by collaborating across silos.
8. Finding unclaimed yet profitable market space.
9. Addressing the challenges of eco-sustainability.
10. Aligning strategy with customer experiences.
* A wicked problem is a puzzle so persistent, pervasive, and slippery that it can seem insoluble.
Source: Neutron and Stanford University, 2008.
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Ideation, Prototyping
Idea Generation
Human Centered Discovery
Opportunity Recognition and Concept Design
Build Prototypes Testing
Obtain Feedback
Analyze Feedback
Do we need further refining?
Yes
Modifying the Understanding
Learning
More Learning
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What If ?
Or
How might we find answers to….
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Common tourist questions
• Where should we go? DESTINATION • What is there to do? NAVIGATION• How are we going to do different activities? • When is the best time?• Where are things? WAYFINDING• Who can I tell about my trip?
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Our initial model
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What is a cell phone tour?
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Let’s Listen
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We can do that!
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Manufacturer Motorola AppleResearch in
Motion T-Mobile Samsung
Product Name Droid iPhone 3GSBlackBerry Tour
9630 myTouch 3G Behold II
Carrier Verizon AT&T Verizon T-Mobile T-Mobile
Display Resolution 480 x 854 inches 480 x 320 inches 480 x 360 inches 480 x 320 inches 480 x 320 inchesCamera Flash Yes No Yes No YesGPS Yes Yes Yes Yes YesWiFi Yes Yes No Yes YesE-Mail Yes Yes Yes Yes Yes
Included Software Google Maps Navigation
Digital Compass Visual voicemail Amazon MP3TeleNav
Safari VZ Navigator myFavesYouTube Google Maps
MP3 Yes Yes Yes Yes YesWMA Yes Yes Yes YesOther Media MPEG-4 MPEG-4Streaming Video Yes Yes Yes Yes Yes
How many of you have a cell phone?
How many of you use the cell phone to help decide where and what to visit?
How many of you used the cell phone to travel here?
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One Prototype:
Anglin Falls, Madison County, KY
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Cell Phone Tour Options
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How to Get Started: 6 Steps
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Content Development
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ANGLIN FALL CELL PHONE TOUR
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KNOTT COUNTY CULTURAL CELL PHONE TOUR
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• What is a SMART phone tour?
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CUSTOMER STORY
Tell the story of a typical customer here
SHOW the City Slickers Clip
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Source: 2007 Comprehensive Eastern Kentucky Adventure Tourism Plan, Dallas TX, Pro Consulting
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…the mobile Internet will be bigger than desktop PCs in five years
Mary Meeker , Morgan Stanley on Internet trends at Events@Google
April 10, 2010.
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…aiming information services at tourists makes sense—since people are more likely to want
information when in an unfamiliar place. It could give mobile roaming a whole new meaning.
2006 The Economist Newspaper
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Seed funds$2,000
“incubation support”$5,000
Kentucky Mountain Trails Authority
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Mobile Coupons
“Texting is still the most common activity on mobile – engaged in by 224 million mobile users according to comScore and detailed in our report,”
Incorporating location information, combined with the high level of attentiveness – 60 percent of consumers receiving location-based SMS messages open them immediately - gives retailers the ability to influence consumers when they are in the mindset to take action.
Expect more retailers to shift budgets to mobile in 2010, Mobile Commerce Daily.April 16, 2010
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Strategic partners
Acceptance and welcome
Expanding on reputation
Design Thinking
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Celebrate
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What’s next?
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Three Gears of New Venture Design
1. Understand KRADD visitors more broadly and deeply.
2. Generate possibilities.
3. Plan the net gain of the investment into an operating model.