Mobile Strategy for DMOs & the ANTO Experience

Olaf NitzOlaf.Nitz@austria.info

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• olaf.nitz@austria.info • http://austriatourism.com

xing.com/profile/Olaf_Nitz

facebook.com/onitztwitter.com/onitzslideshare.net/onitzdelicious.com/onitz