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Conference contenus mobiles pour ECM à Belfast en mars 2014

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François Perroy
François Perroy

Présentation de ma conférence pour les contenus mobiles pour les villes touristiques d'Europe présentée à Belfast en 2014 pour le compte du blog www.etourisme.info et ECM.

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European Cities Marketing Online Marketing and Sales group Culture & Event Group Cultural digital tools in the city : best practices By François Perroy, www.etourisme.info, editor and co-founder Founder and CEO of Emotio Tourisme Co-founder of Agitateurs Destinations Numériques Belfast – 2014 – February 28th
My professional world Next big mee:ng: 800 people expected in Pau in octobre 2014
My professional world Denis Dupouy Lili Alexandre François Perroy
My professional world Ludovic Dublanchet Pierre Eloy François Perroy Last conference in Montreal in January
My professional world
Major trends Cher Thomas, comment vas-tu ? Ta mère et moi nous portons à merveille. Tu nous manques ! Déconnecte-toi et descend manger s’il te plaît. Ton père Dear Thomas, how are you? Your mother and I are great, we miss you… Please log out and come down and eat. Love, Dad
Major trends The digitaliza:on of our lifes transforms tourism consump:on Technology brings new uses and new forms of tourism From mass-­‐tourism to person-­‐driven tourism
Major trends Mobile Social
The mobile revolu8on
The mobile revolu8on Connected Localiza8on Personal Essen8al Watch Listen Share Communicate
The smartphones market
The apps market •  In 2012, 64 billions of apps were downloaded •  In 2013, 138 billions •  Forecast 2017 : 200 billions •  2012 : 1,2 billion people use apps •  Forecast for 2017 : 4,4 billions Source: Gartner, Appnie, Dis:mo
M-­‐tourism
Smartphones & tourism Mobile = Smartphone Tablets replace laptops Mobile sites and apps Personaliza8on of experience 50%-­‐60% of mobile users with a smartphone Democra:za:on of tablets in 2014 1/3 of European households will use a tablet 40% of mobile internet users 3 millions of mobile apps available Experience of tourism becomes mobile first and thus personal Direct entry in the social media sphere through mobile Sources: Comscore, GFK
What do tourists do with their smartphones ? •  Geoposi:oning •  Camera •  Image recogni:on system and augmented reality •  Accelerometer: analyse of the user’s moves (immersive video) •  QR Codes •  NFC & RFID: to download, pay, check in to hotels, validate :ckets in buses, visit museums… •  Vocal interface and ar:ficial intelligence: thanks Siri!
The 3 travel steps -­‐  Before: inspire, inform, engage -­‐  During: facilitate and organize at des:na:on -­‐  Aier: remember, share, engage
Types of tourism apps •  Local phone books •  Digital recep:on in DMOs or other traffic places (airports, sta:ons, museums): During-­‐the-­‐stay website and traffic flows ©Touris:c •  Dedicated app: specific app, more efficient, used to meet a specific need at a specific moment •  App from a collec:on: major des:na:ons (Thailand, Helsinki…)
I want…
Benchmark
Apps in review General discovery Added technology (3D, AR) Museums DMOs
General discovery apps
General apps
General apps
General apps •  App to visit Toledo without internet connexion, with embedded map & audioguides •  Won the na:onal price of the Spanish « Cultural Apptourism award 2014 »
General apps •  Ma Côte Basque •  General app created by several tourist offices located on the Bask coast •  iPhone & Android with augmented reality: –  local guide –  the app proposes things to do / see depending on the hour of use and the posi:oning –  tourists’ reviews on each ac:vity –  Trekking paths to download –  Mobile booking
General apps •  Most visited pages : weather, :de :me, webcams, events, deals •  In 2013: –  More than 360.000 visits on the mobile site –  195 000 visits on the iPhone app –  62 000 visits on the Android app –  2.3 million pages visited (total of 3 tools) –  Around 15% of the users are residents
General apps
General apps •  Yelp: reviews •  Urban Pulse and Now: what’s going on around
Services apps •  Tag Tag City •  Geoposi:onned things to do •  IExit (USA): more general, what to do and see but also gas sta:ons, coupons…
Collec8on of apps
Collec8on of apps
Collec8on of apps
Family trip by My Switzerland
Cultural apps
Cultural apps In France, several editors propose all-­‐ made (closed source) systems to create apps Some ones are specific to places The other ones deal with a whole des:na:on
Firstly, contents ! •  If you eventually decide to take the plunge, here is what you have to be careful of… •  An app is just a tool, in which you propose relevant content…so : – Plan a huge work of research and check of your contents – Find the most relevant one : texts, pictures, movies, interac:ve maps, 2D – Prepare yourself to work with professionals ot story wri:ng
Museum apps •  Hologuide •  Proposed to museums so they can have a simple audioguide app
Museum apps •  Louvre Kids: visit of the museum with 16 masterpieces and 12 games
Museum apps •  Moma: several apps –  General –  Crea:ve –  Specific to some exhibi:ons –  MOMA Books…
Museum apps •  Na:onal Museum of Scotland: 2 apps –  A general visit app: discover the museum (map & highlights) –  A funny discovery app: collect badges by finding objects within the museum
Museum apps •  Hermitage Museum: visit the museum thanks to the app. Also see what is in palaces, usually closed (virtual tours)
Museum apps •  Blinkster is based on image recogni:on technology
Museum apps •  Jumièges 3D: RA visit of the Abbey. You can see how the Abbey was before its destruc:on
Museum apps •  Cultural app (beta version) based on iBeacon (by Clic France) to visit Rubens House in Anvers
City cultural tours •  Imayana: RA and 3D ipad app to discover Bordeaux back to the 18th century (for rent at the Tourist Office)
City cultural tours
City cultural tours
City cultural tours – open systems •  Field trip: visit and understand what’s around thanks to several sources of data •  Culture Craver (beta NYC) •  Only for cultural ac:vi:es
City cultural tours – open systems
City cultural tours – open systems
City cultural tours – open systems
External tools
Collabora8ve apps •  Clameurs •  Add a vocal comment to a place / check-­‐in
Thinglink: pictures & comments
Storehouse: storytelling
A few 8ps
Tourism in 2020 Connected objects watches, glasses Automated personal guides (robot) Audio and video push on connected devices Augmented history: showing the real life of a momument at the 8me it was built TIC manage an ecosystem of providers of data and will be responsible for providing a set of data on a 1 to 1 basis with each user and in fully customized form: made to measure contents and services M-­‐8cke8ng M-­‐payment
Ok… then, what do we do? •  App or not? Is it really necessary? •  Yes ! And no… •  Yes if your app has a real added value: ok for thema:c, cultural, localised or collabora:ve apps •  No catch-­‐all apps
How do we make an app? •  Can I create an app on my own? Well, yes… –  Some agencies propose to create apps at quite low price •  Ex: Goodbarber (French)between 16 and 32€ / month –  In cultural fields, proprietary systems are proposed •  But low personalisa:on
How much does it cost? •  From 1,000 € if you do it yourself •  Between 5,000 to 15,000 € if an agency creates it for you, depending on the func:onali:es •  Up to 100,000 € for the most cultural and complex ones such as Jumièges (3D)
How to analyse the performance of an app ? •  Here is a statement: – Apps downloads have skyrocketed : +1600% in 3 years – Mobile and digital innova:on evolve through apps – It is necessary to follow the changes in the apps markets •  Hence the idea of performance analysis tool : ©
How analyse apps performance?
More trends Freemium In-­‐App sales Social connect 4G – even 5G soon ? European roaming prices Phablets NFC Connected cars Miracast Glasses, watches..
More trends Freemium = In-­‐App sales
Any ques:ons ? Thank you for your azen:on !

More Related Content

Conference contenus mobiles pour ECM à Belfast en mars 2014

  • 1. European Cities Marketing Online Marketing and Sales group Culture & Event Group Cultural digital tools in the city : best practices By François Perroy, www.etourisme.info, editor and co-founder Founder and CEO of Emotio Tourisme Co-founder of Agitateurs Destinations Numériques Belfast – 2014 – February 28th
  • 2. My professional world Next big mee:ng: 800 people expected in Pau in octobre 2014
  • 3. My professional world Denis Dupouy Lili Alexandre François Perroy
  • 4. My professional world Ludovic Dublanchet Pierre Eloy François Perroy Last conference in Montreal in January
  • 6. Major trends Cher Thomas, comment vas-tu ? Ta mère et moi nous portons à merveille. Tu nous manques ! Déconnecte-toi et descend manger s’il te plaît. Ton père Dear Thomas, how are you? Your mother and I are great, we miss you… Please log out and come down and eat. Love, Dad
  • 7. Major trends The digitaliza:on of our lifes transforms tourism consump:on Technology brings new uses and new forms of tourism From mass-­‐tourism to person-­‐driven tourism
  • 10. The mobile revolu8on Connected Localiza8on Personal Essen8al Watch Listen Share Communicate
  • 12. The apps market •  In 2012, 64 billions of apps were downloaded •  In 2013, 138 billions •  Forecast 2017 : 200 billions •  2012 : 1,2 billion people use apps •  Forecast for 2017 : 4,4 billions Source: Gartner, Appnie, Dis:mo
  • 14. Smartphones & tourism Mobile = Smartphone Tablets replace laptops Mobile sites and apps Personaliza8on of experience 50%-­‐60% of mobile users with a smartphone Democra:za:on of tablets in 2014 1/3 of European households will use a tablet 40% of mobile internet users 3 millions of mobile apps available Experience of tourism becomes mobile first and thus personal Direct entry in the social media sphere through mobile Sources: Comscore, GFK
  • 15. What do tourists do with their smartphones ? •  Geoposi:oning •  Camera •  Image recogni:on system and augmented reality •  Accelerometer: analyse of the user’s moves (immersive video) •  QR Codes •  NFC & RFID: to download, pay, check in to hotels, validate :ckets in buses, visit museums… •  Vocal interface and ar:ficial intelligence: thanks Siri!
  • 16. The 3 travel steps -­‐  Before: inspire, inform, engage -­‐  During: facilitate and organize at des:na:on -­‐  Aier: remember, share, engage
  • 17. Types of tourism apps •  Local phone books •  Digital recep:on in DMOs or other traffic places (airports, sta:ons, museums): During-­‐the-­‐stay website and traffic flows ©Touris:c •  Dedicated app: specific app, more efficient, used to meet a specific need at a specific moment •  App from a collec:on: major des:na:ons (Thailand, Helsinki…)
  • 20. Apps in review General discovery Added technology (3D, AR) Museums DMOs
  • 24. General apps •  App to visit Toledo without internet connexion, with embedded map & audioguides •  Won the na:onal price of the Spanish « Cultural Apptourism award 2014 »
  • 25. General apps •  Ma Côte Basque •  General app created by several tourist offices located on the Bask coast •  iPhone & Android with augmented reality: –  local guide –  the app proposes things to do / see depending on the hour of use and the posi:oning –  tourists’ reviews on each ac:vity –  Trekking paths to download –  Mobile booking
  • 26. General apps •  Most visited pages : weather, :de :me, webcams, events, deals •  In 2013: –  More than 360.000 visits on the mobile site –  195 000 visits on the iPhone app –  62 000 visits on the Android app –  2.3 million pages visited (total of 3 tools) –  Around 15% of the users are residents
  • 28. General apps •  Yelp: reviews •  Urban Pulse and Now: what’s going on around
  • 29. Services apps •  Tag Tag City •  Geoposi:onned things to do •  IExit (USA): more general, what to do and see but also gas sta:ons, coupons…
  • 33. Family trip by My Switzerland
  • 35. Cultural apps In France, several editors propose all-­‐ made (closed source) systems to create apps Some ones are specific to places The other ones deal with a whole des:na:on
  • 36. Firstly, contents ! •  If you eventually decide to take the plunge, here is what you have to be careful of… •  An app is just a tool, in which you propose relevant content…so : – Plan a huge work of research and check of your contents – Find the most relevant one : texts, pictures, movies, interac:ve maps, 2D – Prepare yourself to work with professionals ot story wri:ng
  • 37. Museum apps •  Hologuide •  Proposed to museums so they can have a simple audioguide app
  • 38. Museum apps •  Louvre Kids: visit of the museum with 16 masterpieces and 12 games
  • 39. Museum apps •  Moma: several apps –  General –  Crea:ve –  Specific to some exhibi:ons –  MOMA Books…
  • 40. Museum apps •  Na:onal Museum of Scotland: 2 apps –  A general visit app: discover the museum (map & highlights) –  A funny discovery app: collect badges by finding objects within the museum
  • 41. Museum apps •  Hermitage Museum: visit the museum thanks to the app. Also see what is in palaces, usually closed (virtual tours)
  • 42. Museum apps •  Blinkster is based on image recogni:on technology
  • 43. Museum apps •  Jumièges 3D: RA visit of the Abbey. You can see how the Abbey was before its destruc:on
  • 44. Museum apps •  Cultural app (beta version) based on iBeacon (by Clic France) to visit Rubens House in Anvers
  • 45. City cultural tours •  Imayana: RA and 3D ipad app to discover Bordeaux back to the 18th century (for rent at the Tourist Office)
  • 48. City cultural tours – open systems •  Field trip: visit and understand what’s around thanks to several sources of data •  Culture Craver (beta NYC) •  Only for cultural ac:vi:es
  • 49. City cultural tours – open systems
  • 50. City cultural tours – open systems
  • 51. City cultural tours – open systems
  • 53. Collabora8ve apps •  Clameurs •  Add a vocal comment to a place / check-­‐in
  • 57. Tourism in 2020 Connected objects watches, glasses Automated personal guides (robot) Audio and video push on connected devices Augmented history: showing the real life of a momument at the 8me it was built TIC manage an ecosystem of providers of data and will be responsible for providing a set of data on a 1 to 1 basis with each user and in fully customized form: made to measure contents and services M-­‐8cke8ng M-­‐payment
  • 58. Ok… then, what do we do? •  App or not? Is it really necessary? •  Yes ! And no… •  Yes if your app has a real added value: ok for thema:c, cultural, localised or collabora:ve apps •  No catch-­‐all apps
  • 59. How do we make an app? •  Can I create an app on my own? Well, yes… –  Some agencies propose to create apps at quite low price •  Ex: Goodbarber (French)between 16 and 32€ / month –  In cultural fields, proprietary systems are proposed •  But low personalisa:on
  • 60. How much does it cost? •  From 1,000 € if you do it yourself •  Between 5,000 to 15,000 € if an agency creates it for you, depending on the func:onali:es •  Up to 100,000 € for the most cultural and complex ones such as Jumièges (3D)
  • 61. How to analyse the performance of an app ? •  Here is a statement: – Apps downloads have skyrocketed : +1600% in 3 years – Mobile and digital innova:on evolve through apps – It is necessary to follow the changes in the apps markets •  Hence the idea of performance analysis tool : ©
  • 62. How analyse apps performance?
  • 63. More trends Freemium In-­‐App sales Social connect 4G – even 5G soon ? European roaming prices Phablets NFC Connected cars Miracast Glasses, watches..
  • 64. More trends Freemium = In-­‐App sales
  • 65. Any ques:ons ? Thank you for your azen:on !