mobile travel apps - von der inspiration zur destination
TRANSCRIPT
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Mobile Appsvon der Inspiration bis zur Destination
Dipl.Des. Olaf Nitz, BSc
Internet StrategieÖsterreich Werbung
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MOBILE THE NEXT BIG THING?
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Maturity
Entwicklung von Technologien
Visibility
Technology Productivity
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Maturity
Entwicklung von Hypes
Technology Trigger
Plateau of Productivity
Visibility
Peak of Inflated
Ex-pectations
Trough of Disillusio
nment
Slope of Enlightenment
R&D
VC fürStart-ups
Erste Produkteauf dem Markt
Early Adopter
Hype inMassenmedien
Viele AnbieterNegative Presse
Anbieter-Konsolidierung
Weniger als 5%der potenziellen
Nutzer2. Generationan Produkten
Best Practices
3. Generationan Produkten„Out of the Box“
20-30% der potenziellen Nutzer
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Maturity
Mobile im Hype Cycle
Quelle: http://hemartin.blogspot.com/2010/08/gartners-hype-cycle-emerging.html
Technology Trigger
Plateau of Productivity
Visibility
Peak of Inflated
Ex-pectations
Trough of Disillusio
nment
Slope of Enlightenment
Media Tablet
E-Book readers
Mobile ApplicationStores
Location Aware Applications
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Agenda
• Herleitung Bedeutung
• Benchmark Überblick
• Aufgaben für uns Diskussion
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Entwicklung der Mobile Devices
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Smartphones werden stärker genutzt
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Google Mobile by Numbers
Quelle: http://www.youtube.com/googleir#p/u/0/CTu-nmML6Lk
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Mobile und Desktop Nutzung
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Nutzung von Apps
Quelle: http://www.bitkom.org/de/presse/8477_65075.aspx
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User nutzen mobile Travel-Apps
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Nutzung von Apps bei der Reise
http://www.hsmaieconnect.org/news/154000370/4048129.html
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Devices
• Tablets• Smartphones• Notebooks?
Apps
• Native Apps• Web Apps• Hybrid-Apps
Was ist eigentlich Mobile?
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DIE PHASEN DER REISE
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Verschiedene Einteilungen
Quelle: http://www.sixthsenseinsights.com.au/the-six-stages-of-travel-content-marketing-in-a-mobile-world/
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Verschiedene Einteilungen
Quelle: http://images.travity.de/InternetreisebuchungStudieGoogle2007.pdf
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Verschiedene Einteilungen
Quelle: http://www.slideshare.net/RobertKCole/mobile-distribution-no-its-not-billboards-and-neon-vacancy-signs
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Verschiedene Einteilungen
Quelle: http://www.phaydon.de/fileadmin/Bilder/Dokumente/Tesear-Studie_Reisemotive-2009_phaydon-forsa.pdf
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Phasen der Reise
Inspiration Planung Anreise Vor Ort
Reisezielauswahl InformationPreisvergleich Produktinformation Produktentscheidung Anbieterauswahl BuchungDetailplanung
SharingNachbereitung
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PHASE: INSPIRATION
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Lonely Planet Travel Guides
http://itunes.apple.com/us/app/lonely-planet-travel-guides/id317165182?mt=8
iPhone Application
Inspiration Planung Anreise Vor Ort
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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 Planung Anreise Vor Ort
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Marco Polo Berlin
iPad Application
Inspiration Planung Anreise Vor Ort
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Canadian Rockies
iPad Application
Inspiration Planung Anreise Vor Ort
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Flipboard - FlipTrip
iPad Application
Inspiration Planung Anreise Vor Ort
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Österreich Werbung
Quelle: http://mobile.austria.info
Mobile Website
Inspiration Planung Anreise Vor Ort
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iPhone App
Inspiration Planung Anreise Vor Ort
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Fotopedia Heritage
http://itunes.apple.com/de/app/fotopedia-heritage/id383327395?mt=8
iPad Application
Inspiration Planung Anreise Vor Ort
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Youtube
iPad Application
Inspiration Planung Anreise Vor Ort
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Google Maps & Google Earth
iPad Application
Inspiration Planung Anreise Vor Ort
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QR Codes auf Plakaten & Broschüren
Foto-Quelle: http://www.flickr.com/photos/avlxyz/2656508531/ App-Quelle: http://itunes.apple.com/de/app/qr-reader-for-iphone/id368494609?mt=8
Inspiration Planung Anreise Vor Ort
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PHASE: PLANUNG
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AIDA
iPad App
Inspiration Planung Anreise Vor Ort
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Beletage - Design & Boutique Hotel Vienna
Quelle: http://itunes.apple.com/tw/app/beletage-design-boutique-hotel/id354109921?mt=8
iPhone App
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Codé Nast Traveler
iPad App
Inspiration Planung Anreise Vor Ort
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HRS
iPad App
Inspiration Planung Anreise Vor Ort
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Kayak
iPad App
Inspiration Planung Anreise Vor Ort
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Tripadvisor
iPhone App
Inspiration Planung Anreise Vor Ort
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Orlando Attraction
iPad Hybrid App
Inspiration Planung Anreise Vor Ort
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Hannover
iPad App
Inspiration Planung Anreise Vor Ort
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PHASE: ANREISE
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Lufthansa Mobile Boarding Pass & ÖBB Scotty
Inspiration Planung Anreise Vor Ort
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FlightTrack
Quelle: http://itunes.apple.com/at/app/id302325893?mt=8
iPhone App
Inspiration Planung Anreise Vor Ort
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Flight Radar
• iPhone App
iPad App
Inspiration Planung Anreise Vor Ort
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Jetstar – Inflight entertainment system
Quelle: http://www.ipad-tipps.de/ipad-beim-fliegen/
iPad App
Inspiration Planung Anreise Vor Ort
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TomTom
Quelle: http://itunes.apple.com/at/app/tomtom-d-a-ch/id326068192?mt=8
iPhone App
Inspiration Planung Anreise Vor Ort
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PHASE: VOR ORT
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Europcar
iPhone App
Inspiration Planung Anreise Vor Ort
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Soundwalk NYC Little Italy
Quelle: http://itunes.apple.com/us/app/soundwalk-nyc-little-italy/id337251816?mt=8
iPhone App
Inspiration Planung Anreise Vor Ort
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iSki
iPhone App
Inspiration Planung Anreise Vor Ort
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iAlps
iPhone App
Inspiration Planung Anreise Vor Ort
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iConcierge
Quelle: http://www.nousguide.com/de/onp/iconcierge/
iPad App
Inspiration Planung Anreise Vor Ort
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Qype
iPhone App
Inspiration Planung Anreise Vor Ort
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Foursquare
iPhone App
Inspiration Planung Anreise Vor Ort
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Oberösterreich
iPad App
Inspiration Planung Anreise Vor Ort
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Kärten
iPhone App
Inspiration Planung Anreise Vor Ort
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Wikitude
iPhone App
Inspiration Planung Anreise Vor Ort
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Museum of London
Quelle: http://itunes.apple.com/de/app/museum-london-streetmuseum/id369684330?mt=8
iPhone App
Inspiration Planung Anreise Vor Ort
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iPad App
Inspiration Planung Anreise Vor Ort
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FAZIT
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Status: Motorisierte Kutschen
Quelle: http://www.flickr.com/photos/shanafin/440628245/
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• Verlage (Lonely Planet, Marco Polo)• DMOs (Oberösterreich, Kärnten, ÖW, …)• Reiseveranstalter (Codè Nast, AIDA)• Leistungsträger (iConcierge, Hollmanns Beletage,
Europcar)• Bewertungsplattformen (Tripadvisor)• Metasuch-Anbieter (Kayak)• Social Media Plattformen (Qype, Facebook,
Foursquare, Twitter, …)
Die Player
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• Gleiche Player wie im Web
• Zusätzliche Player (Audioguides, etc.)
• Viele Apps mit wenige Usernutzen
• Starker Fokus auf Transaktionen
• Teilweise Apps als Erlösmodell
Fazit
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• Soll jetzt jeder Leistungsträger, jede Destination ihre eigene App erstellen, submitten und vermarkten?
• Macht eine App für verschiedene Phasen Sinn?
• Für welche Phasen sind mobile Apps am Besten geeignet?
• Für welche Zielgruppen sind mobile Apps am Besten geeignet?
Offene Punkte
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Danke!
Dipl. Des. Olaf Nitz, BScLeitung Internet Strategie, Österreich [email protected] / [email protected]://austriatourism.com / http://OlafNitz.net
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