April 2013

What’s Location Got To Do With It?

Luigi Cappel

SoLoMo Consulting

Developing Your ‘Service Edge’

What’s Location Got To Do With It?

Some Questions

Smartphones and GPS

BAU

USA FIT Road Trip Experience

Tourism is Tough

Being an FIT is Tough

What I learned

What Industries are Involved with Location?

Yours!

Location, Location, Location

If location is everything, why are so few businesses capitalising on it?

• You select buildings based on it

• Many think build it and they will come

• Do you analyse your business spatially?

• Where do your clients come from?

• Do you understand your customer demographics?

Smartphones have GPS

IDC and Nielsen agree that >50% of NZ mobile users have Smartphones March 2012

NZ Interactive Advertising Bureau June 2012 • 60% of NZ Smartphone users access Internet

daily • 54% use apps daily • 65% used in last 6 months to find info on

products services • 60% used phone while out and about for

researching/buying products/services

Research by telmetrics

So What?

What is BAU?

• Is it a sound business model for future growth

Customers are looking for your business and wanting to know more about it

People are talking about your business, probably without you knowing about it

BAU

dISrupt or be

dISRupted

FIT USA Road Trip

Why?

FIT USA Road Trip

What happens if you cross the line?

A DIY App for each Property?

How many brochure-ware apps do you want to download?

There Are Exceptions

Updated daily, interacts with Facebook, Google+ and much more

Another Exception •Show Calendar •Live Show Audio Streaming •Live Twitter Feed

•Interacted with me during the show!

•Concert Video •Competitions •Bios •Purchase Tickets •Online store for souvenirs •Facebook interface

Most Apps are City Based

Tourism is Tough

It must be really hard surviving in the hospitality and tourism industry if you are not one of the main attractions.

People are walking away from motel businesses

Restaurants are struggling

Despite the RWC bed nights for 12 months to June 2012 down by 79,000 MED

It’s Hard Being an FIT: Just as well I’m a geek

Without these apps I wouldn’t have http://luigicappel.wordpress.com

The apps helped me Find great restaurants

Avoid bad ones

Avoid hotels with bedbugs

Find historic villages in the middle of nowhere

What I learned

Loads of people are checking into locations, leaving tips and comments • Most operators are blissfully unaware of

them

• They don’t know they could be marketing to them FOR FREE!

The tourism, hospitality and retail industries are hurting • And they don’t understand new

technologies

What I learned

The USA is no better off than NZ

IMHO Kiwis are smarter than Americans because of our ability to see the big picture and solve problems

We are way ahead in crossing the chasm to mass early adopters

Kiwi domestic tourists and incoming tourists have smartphones and use them

A Few Opportunities

Imersia Cloud

Finga Footy

Imersia Cloud

Finga Footy

Last minute proximity based marketing with context, location, profile and real time.

Final Thoughts

Thank you luigicappel@SoLoMoConsulting.co.nz

http://imersianz.wordpress.com/ http://luigicappel.wordpress.com

http://thefuturediaries.com

1. New Zealand enjoys a steady stream of FIT

2. The likelihood is that each group has one or more location aware

Smartphones

3. Context, profiling, location and mobile is gong to be HUGE

4. We are not behind the rest of the world but that doesn’t mean we

can’t do better

5. There are opportunities for your business, many are free

6. Get involved and do something now