An App for Everything - Mobile Apps
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The document discusses mobile applications in the travel process and phases of travel. It outlines the development of mobile technologies and devices. It analyzes how travelers currently use mobile apps for inspiration, planning, during their journey, and on-site. It provides examples of popular travel apps for each phase. It also discusses developing a mobile strategy, defining objectives and targeting devices, content, and partnerships to reach travelers throughout the travel process.
![Thank you very much! Dipl. Des. Olaf Nitz, BSc Head of Digital Media Strategy Austrian National Tourist Office [email_address] http://austriatourism.com xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz](https://image.slidesharecdn.com/mobileapplicationsinthetravelprocess-101021085252-phpapp01/85/An-App-for-Everything-Mobile-Apps-72-320.jpg)
An App for Everything - Mobile Apps
- 1. An App for Everything - Mobile applications in the travel process Olaf Nitz Head of Digital Media Strategy Austrian National Tourist Office
- 2. Agenda Mobile - the next big thing? Mobile Apps in the phases of travel Benchmark of apps Mobile strategy
- 3. MOBILE THE NEXT BIG THING?
- 4. Development of Technologies Maturity Visibility Technology Productivity
- 5. Development of Hypes Maturity Technology Trigger Plateau of Productivity Visibility Peak of Inflated Ex-pectations Trough of Disillusionment Slope of Enlightenment R&D VC for start-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
- 6. Mobile in the Hype Cycle Source: http://hemartin.blogspot.com/2010/08/gartners-hype-cycle-emerging.html Maturity Technology Trigger Plateau of Productivity Visibility Peak of Inflated Ex-pectations Trough of Disillusion-ment Slope of Enlightenment Media Tablet E-Book readers Mobile Application Stores Location Aware Applications
- 7. Development of mobile devices
- 8. Use of Smart Phones Increases Smartphones sold in Germany
- 9. Google Mobile by Numbers Source: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk
- 10. Mobile and Desktop Use
- 11. App Utilization in Germany Source: http://www.bitkom.org/de/presse/8477_65075.aspx
- 12. Users Apply mobile Travel-Apps
- 13. Use of Apps on the Journey http://www.hsmaieconnect.org/news/154000370/4048129.html
- 14. Use of Location Based Services
- 15. Mobile Opportunities identified by the travel industry Source: EyeforTravel Report -The Introduction – http://www.eyefortravelresearch.com/reportsales/record/id/10
- 16. Problems when accessing mobile internet
- 17. Devices Tablets Smartphones Notebooks? Apps Native Apps Web Apps Hybrid-Apps What Does Mobile Stand for?
- 18. 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
- 19. MOBILE APPS IN THE PHASES OF TRAVEL
- 20. The Six Stages of Travel Source: http://www.sixthsenseinsights.com.au/the-six-stages-of-travel-content-marketing-in-a-mobile-world/
- 21. Guest‘s Perception of Travel Experience Source : http://www.slideshare.net/RobertKCole/mobile-distribution-no-its-not-billboards-and-neon-vacancy-signs
- 22. Phases of travel Inspiration Planning Journey On-site Selection of the destination Information Price comparison Product information Product decision Selection of providers Booking Detailed planning Sharing Follow-up
- 23. NTO focus up to now Inspiration Planning Journey
- 24. Holistic approach considering mobile Inspiration Planning Journey On-site Different objectives & different content in each phase
- 25. INSPIRATION PHASE Mobile Apps in the phases of travel
- 26. Lonely Planet Travel Guides http://itunes.apple.com/us/app/lonely-planet-travel-guides/id317165182?mt=8 iPhone Application Inspiration Planning Journey On-site
- 27. Lonely Planet: 1000 Ultimate Experiences Quellen: http://itunes.apple.com/us/app/1000-ultimate-experiences/id363314863?mt=8 http://www.lonelyplanet.com/mobile/apple/ebooks.php iPad Application Inspiration Planning Journey On-site
- 28. Marco Polo Berlin iPad Application Inspiration Planning Journey On-site
- 29. Canadian Rockies iPad Application Inspiration Planning Journey On-site
- 30. Flipboard - FlipTrip iPad Application Inspiration Planning Journey On-site
- 31. Austrian National Tourist Office Source: http://mobile.austria.info Mobile Website Inspiration Planning Journey On-site
- 32. Facebook iPhone App Inspiration Planning Journey On-site
- 33. Fotopedia Heritage http://itunes.apple.com/de/app/fotopedia-heritage/id383327395?mt=8 iPad Application Inspiration Planning Journey On-site
- 34. YouTube iPad Application Inspiration Planning Journey On-site
- 35. Google Maps & Google Earth iPad Application Inspiration Planning Journey On-site
- 36. QR Codes on billboards and in brochures Foto-Source: http://www.flickr.com/photos/avlxyz/2656508531/ App-Source: http://itunes.apple.com/de/app/qr-reader-for-iphone/id368494609?mt=8 Inspiration Planning Journey On-site
- 37. PLANNING PHASE Mobile apps in the phases of travel
- 38. AIDA iPad App Inspiration Planning Journey On-site
- 39. Codé Nast Traveler iPad App Inspiration Planning Journey On-site
- 40. Beletage - Design & Boutique Hotel Vienna Source: http://itunes.apple.com/tw/app/beletage-design-boutique-hotel/id354109921?mt=8 iPhone App Inspiration Planning Journey On-site
- 41. HRS iPad App Inspiration Planning Journey On-site
- 42. Kayak iPad App Inspiration Planning Journey On-site
- 43. Tripadvisor iPhone App Inspiration Planning Journey On-site
- 44. Orlando Attraction iPad Hybrid App Inspiration Planning Journey On-site
- 45. Hannover iPad App Inspiration Planning Journey On-site
- 46. JOURNEY PHASE Mobile Apps in the phases of travel
- 47. Lufthansa Mobile Boarding Pass & Austrian Federal Railways Scotty Inspiration Planning Journey In-out
- 48. FlightTrack Source: http://itunes.apple.com/at/app/id302325893?mt=8 iPhone App Inspiration Planning Journey On-site
- 49. Flight Radar iPhone App iPad App Inspiration Planning Journey On-site
- 50. Jetstar – Inflight Entertainment System Source: http://www.ipad-tipps.de/ipad-beim-fliegen/ iPad App Inspiration Planning Journey On-site
- 51. TomTom Source: http://itunes.apple.com/at/app/tomtom-d-a-ch/id326068192?mt=8 iPhone App Inspiration Planning Journey On-site
- 52. ON-SITE PHASE Mobile Apps in den phases of travel
- 53. Europcar iPhone App Inspiration Planning Journey On-site
- 54. Soundwalk NYC Little Italy Source: http://itunes.apple.com/us/app/soundwalk-nyc-little-italy/id337251816?mt=8 iPhone App Inspiration Planning Journey On-site
- 55. iSki iPhone App Inspiration Planning Journey On-site
- 56. iAlps iPhone App Inspiration Planning Journey On-site
- 57. Carinthia iPhone App Inspiration Planning Journey On-site
- 58. iConcierge Source: http://www.nousguide.com/de/onp/iconcierge/ iPad App Inspiration Planning Journey On-site
- 59. Qype iPhone App Inspiration Planning Journey On-site
- 60. Foursquare iPhone App Inspiration Planning Journey On-site
- 61. Upper Austria iPad App Planning Journey On-site Inspiration
- 62. Wikitude iPhone App Inspiration Planning Journey On-site
- 63. Museum of London Source: http://itunes.apple.com/de/app/museum-london-streetmuseum/id369684330?mt=8 iPhone App Inspiration Planning Journey On-site
- 64. Twitter iPad App Inspiration Planning Journey On-site
- 65. SUMMARY APPS
- 66. Status: Motorized carriages Source: http://www.flickr.com/photos/shanafin/440628245/
- 67. Same players as on the web Additional players (Audioguides, etc.) Many Apps with little advantage for users Strong focus on transactions Apps being part of revenue models Conclusion
- 68. MOBILE STRATEGY
- 69. People : evaluate the mobile behaviors of guests (differentiation business / leisure travel) Devices & mobile activities Objectives : determine how both NTO and guests will benefit Inspiration, increasing sales & loyalty, encourage sharing, support, finding hot-spots Strategy : what’s the long-term plan? Content, spreading of the app, maintenance, measurement Technology : what type of mobile application are you building? Text messaging, mobile sites, web apps, native apps Defining a mobile strategy Source: Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business by Josh Bernoff and Ted Schadler
- 70. Publishers (Lonely Planet, Marco Polo) Tour Operators (AIDA, Codé Nast) Service Providers (iConcierge, Hollmanns Beletage, Europcar) Review platforms & communities (Tripadvisor) Providers of metasearch-tools (Kayak) Social Media platforms (Qype, Facebook, Foursquare, Twitter, …) DMOs (Upper Austria, Carinthia, Austrian National Tourist Office …) The players
- 71. Present the country according to the defined brand Aggregation of content from the whole country Focus also on inspiration, not only sales Cooperations with existing app providers What else? What should the role of NTOs be?
- 72. Thank you very much! Dipl. Des. Olaf Nitz, BSc Head of Digital Media Strategy Austrian National Tourist Office [email_address] http://austriatourism.com xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz
Editor's Notes
- #18: Fotos der Devices und Apps