Mobile Strategy for DMOs & the ANTO Experience
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Mobile Strategy for DMOs & the ANTO Experience
Olaf [email protected]
Austrian National Tourist Office
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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
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WHY A MOBILE STRATEGY?
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Maturity
Development of TechnologiesVisibility
Technology Productivity
Source: Gartner, Mastering the Hype Cycle
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Maturity
Development of Hypes
Technology Trigger
Plateau of Productivity
Visibility
Peak of Inflated Ex-pectations
Trough of Disillusion
ment
Slope of Enlightenment
R&D
VC forstart-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
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Maturity
Source: http://www.gartner.com/it/page.jsp?id=1447613
Mobile in the Hype Cycle
Technology Trigger
Plateau of Productivity
Visibility
Peak of Inflated Ex-pectations
Trough of Disillusion-
ment
Slope of Enlightenment
Media Tablet
E-Book readers
Mobile ApplicationStores
Location Aware Applications
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POST-Method• People• Objectives• Strategy• Technology
Source: Josh Bernoff and Ted Schadler / Forrester
Defining a strategy
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PEOPLE
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People:
• evaluate the mobile behaviors of guests
• differentiation business / leisure travel
Devices & mobile activities
Defining a mobile strategy
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Development of mobile devices
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Use of Smart Phones Increases
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Source: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk
Google Mobile by Numbers
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Mobile and Desktop Use
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Source: http://www.bitkom.org/de/presse/8477_65075.aspx
App Utilization in Germany
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Users Apply mobile Travel-Apps
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http://www.hsmaieconnect.org/news/154000370/4048129.html
Use of Apps on the Journey
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Use of Location Based Services
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Source: EyeforTravel Report -The Introduction – http://www.eyefortravelresearch.com/reportsales/record/id/10
Mobile Opportunities identified by the travel industry
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Problems when accessing mobile internet
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OBJECTIVES
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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
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STRATEGY
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Strategy: What’s the long-term plan?• Content• Spreading of the app• Maintenance• Measurement
Defining a mobile strategy
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Phases of travel
Inspiration Planning Journey On-site
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NTO focus up to now
Inspiration Planning Journey
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Holistic approach considering mobile
Inspiration Planning Journey On-site
Different objectives & different content in each phase
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TECHNOLOGY
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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
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What Does Mobile Stand for?
• Mobile devices
• Mobile websites
• Mobile applications
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Devices
• Tablets• Smartphones• Notebooks?
Apps
• Native Apps• Web Apps• Hybrid-Apps
What Does Mobile Stand for?
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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
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THE ANTO EXPERIENCE
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Mobile Website
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iSki App
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iAlps App
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Tripwolf Partnership
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Wikitude content syndication
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Mobile Ads
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QR Codes in Brochures
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Next: The „Ö-App“
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Thank you very much!
• Dipl. Des. Olaf Nitz, BSc• Head of Digital Media Strategy• Austrian National Tourist Office• [email protected] • http://austriatourism.com
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