Upload
olaf-nitz
View
1.909
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Presentation at the ENTER 2011 conference
Citation preview
Mobile Strategy for DMOs & the ANTO Experience
Olaf [email protected]
Austrian National Tourist Office
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
WHY A MOBILE STRATEGY?
Maturity
Development of TechnologiesVisibility
Technology Productivity
Source: Gartner, Mastering the Hype Cycle
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
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
POST-Method• People• Objectives• Strategy• Technology
Source: Josh Bernoff and Ted Schadler / Forrester
Defining a strategy
PEOPLE
People:
• evaluate the mobile behaviors of guests
• differentiation business / leisure travel
Devices & mobile activities
Defining a mobile strategy
Development of mobile devices
Use of Smart Phones Increases
Source: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk
Google Mobile by Numbers
Mobile and Desktop Use
Source: http://www.bitkom.org/de/presse/8477_65075.aspx
App Utilization in Germany
Users Apply mobile Travel-Apps
http://www.hsmaieconnect.org/news/154000370/4048129.html
Use of Apps on the Journey
Use of Location Based Services
Source: EyeforTravel Report -The Introduction – http://www.eyefortravelresearch.com/reportsales/record/id/10
Mobile Opportunities identified by the travel industry
Problems when accessing mobile internet
OBJECTIVES
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
STRATEGY
Strategy: What’s the long-term plan?• Content• Spreading of the app• Maintenance• Measurement
Defining a mobile strategy
Phases of travel
Inspiration Planning Journey On-site
NTO focus up to now
Inspiration Planning Journey
Holistic approach considering mobile
Inspiration Planning Journey On-site
Different objectives & different content in each phase
TECHNOLOGY
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
What Does Mobile Stand for?
• Mobile devices
• Mobile websites
• Mobile applications
Devices
• Tablets• Smartphones• Notebooks?
Apps
• Native Apps• Web Apps• Hybrid-Apps
What Does Mobile Stand for?
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
THE ANTO EXPERIENCE
Mobile Website
iSki App
iAlps App
Tripwolf Partnership
Wikitude content syndication
Mobile Ads
QR Codes in Brochures
Next: The „Ö-App“
Thank you very much!
• Dipl. Des. Olaf Nitz, BSc• Head of Digital Media Strategy• Austrian National Tourist Office• [email protected] • http://austriatourism.com
xing.com/profile/Olaf_Nitz
facebook.com/onitztwitter.com/onitzslideshare.net/onitzdelicious.com/onitz