go.local (SG Edition)

Team Member NamesHo Yi ChuenLee Hsiao Wei (Sean)Low Gin ShiBalaji

Travel Concierge

Each year, millions are invested in Singapore tourism.

Tourists are still not getting a ‘local’ experience.

I’ve lived in Singapore for 3

years, I am only beginning to

discover the places.

- ClaytonSingapore 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.

.

.

From official mega attractions to… …

.

St Patrick’s day 2012 Singapore

Serendipitous local Experience

Beaulieu House, Sembawang Park

From official mega attractions to… …

Location-based recommendation

Contextual crowd-sourced

itinerary

Ease of sharing travel

experience via social media

Experience in 3 easy steps

Nearby or Islandwide?

‘Nearby’ Screen Flow

Review / Travel log creation screen flow

Crowd-sourced reviews

Local Event Notifications (Location-based)

Review / Travel log creation screen flow

Sponsored listingsMerchant Deals

Social-shared travel logPOI Reviews Visitors

Crowd

-sou

rce

Locals

cont

ent

Local recommendationsReduce resources

Preserving local cultureSupport local businesses

Summary

What 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 reviews

Any 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 Steps

Credits & Contacts

Team leadName: Low Gin ShiNumber: 9146 8945Email: futurist@rocketmail.com

Team members:Ho Yi ChuenLee Hsiao Wei (Sean)Balaji

Appendix

Next Steps

Sign-off;Focus group research and

feasibility timeline

Development (Application /

Content Development)

Content Population / Focus group

testing

Launch of“Go Where, Singapore?”

Launch of“GoLocal – Singapore”

Jul to Sep 20123 months

Oct to Dec 20123 months

Jan to Mar 20133 months

Apr to May 20132 months

Jun 2013

Development Timeline

X

X

X

Competition

Source: STB 2011, Nielsen 2011, go.local Team Analysis

Total: 13.1m

3G exposure at home and

adoption in SG

> 2 days stay

Share of adoption

1 in every group of 3

45% x 70%

40%

33%

20%

x

x

x

2011 Visitors

80k users

60% Pre-trip

conversion!

Better experience for 80k

Singapore App usage

own smart phone

downloads app last month

50%

30%

Total: 5.1m

x

80k users

Market Sizing

5%%

x Share of adoption

Marketing Activities

• “How local are you?” Challenge

• Google Adwords and Contextual Targeting

• Airlines inflight magazines