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Mobile Strategy for DMOs & the ANTO Experience Olaf Nitz [email protected] Austrian National Tourist Office
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Mobile Strategy for DMOs & the ANTO Experience

May 18, 2015

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Olaf Nitz

Presentation at the ENTER 2011 conference
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Page 1: Mobile Strategy for DMOs & the ANTO Experience

Mobile Strategy for DMOs & the ANTO Experience

Olaf [email protected]

Austrian National Tourist Office

Page 2: Mobile Strategy for DMOs & the ANTO Experience

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

Page 3: Mobile Strategy for DMOs & the ANTO Experience

WHY A MOBILE STRATEGY?

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Maturity

Development of TechnologiesVisibility

Technology Productivity

Source: Gartner, Mastering the Hype Cycle

Page 5: Mobile Strategy for DMOs & the ANTO Experience

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

Page 6: Mobile Strategy for DMOs & the ANTO Experience

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

Page 7: Mobile Strategy for DMOs & the ANTO Experience

POST-Method• People• Objectives• Strategy• Technology

Source: Josh Bernoff and Ted Schadler / Forrester

Defining a strategy

Page 8: Mobile Strategy for DMOs & the ANTO Experience

PEOPLE

Page 9: Mobile Strategy for DMOs & the ANTO Experience

People:

• evaluate the mobile behaviors of guests

• differentiation business / leisure travel

Devices & mobile activities

Defining a mobile strategy

Page 10: Mobile Strategy for DMOs & the ANTO Experience

Development of mobile devices

Page 11: Mobile Strategy for DMOs & the ANTO Experience

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

Page 17: Mobile Strategy for DMOs & the ANTO Experience

Use of Location Based Services

Page 18: Mobile Strategy for DMOs & the ANTO Experience

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

Page 20: Mobile Strategy for DMOs & the ANTO Experience

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

Page 22: Mobile Strategy for DMOs & the ANTO Experience

STRATEGY

Page 23: Mobile Strategy for DMOs & the ANTO Experience

Strategy: What’s the long-term plan?• Content• Spreading of the app• Maintenance• Measurement

Defining a mobile strategy

Page 24: Mobile Strategy for DMOs & the ANTO Experience

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

Page 27: Mobile Strategy for DMOs & the ANTO Experience

TECHNOLOGY

Page 28: Mobile Strategy for DMOs & the ANTO Experience

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

Page 30: Mobile Strategy for DMOs & the ANTO Experience

Devices

• Tablets• Smartphones• Notebooks?

Apps

• Native Apps• Web Apps• Hybrid-Apps

What Does Mobile Stand for?

Page 31: Mobile Strategy for DMOs & the ANTO Experience

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

Page 36: Mobile Strategy for DMOs & the ANTO Experience

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“

Page 41: Mobile Strategy for DMOs & the ANTO Experience

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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