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Good practices in ICT and eBusiness:
digi-lodge &
digi-mobile
Knowledge transfer for SMEs – experience from Greece
Sofia Mavrogianni
GRNET
EVITA , Bled Policy Maker Workshop 13/06/2011
Digital Aid SA is…Digital Aid SA is…
… … is the “is the “execution armexecution arm” for “” for “digital-aiddigital-aid” initiatives” initiatives
… … converts policy directions to converts policy directions to tangible project specificationstangible project specifications
does does field-research of potential demandfield-research of potential demand through market probing through market probing
… … creates and runs the processes creates and runs the processes to facilitate electronic submission to facilitate electronic submission of investment plans, monitor implementation and ratify operating of investment plans, monitor implementation and ratify operating investments. Large % of processes is “digital”investments. Large % of processes is “digital”
… … measuresmeasures end-user satisfaction and project impact end-user satisfaction and project impact
A consistent framework for “A consistent framework for “digital aiddigital aid” initiatives” initiatives
• StimulateStimulate entrepreneurship through well-targeted initiatives entrepreneurship through well-targeted initiatives
• Further enhance Further enhance regional dimension regional dimension with regionally targeted with regionally targeted initiativesinitiatives
• Harness Harness value-added ICT value-added ICT servicesservices, provided by local firms, provided by local firms
• Address sectors or clusters of the Address sectors or clusters of the “real” economy “real” economy
• Measure Measure impactimpact and and resultsresults
Digital Aidinitiatives
1 2Enhance the supply of
innovative services and products (digi-growth)
Increase demand and diffusion of ICT at the
economy (digi-markets)
A consistent framework for “A consistent framework for “digital aiddigital aid” initiatives” initiatives
How to entice businesses?How to entice businesses?
• Targeted design Targeted design of initiatives, in co-operation with the marketof initiatives, in co-operation with the market
• ElectronicElectronic submission process submission process
• Fully transparentFully transparent, early-disclosed, , early-disclosed, objective evaluation criteriaobjective evaluation criteria
• Keen on short-project cycles Keen on short-project cycles (max 12 months)(max 12 months)
• ““SmartSmart” ratification of project outcomes” ratification of project outcomes
• Communication – communication – communicationCommunication – communication – communication
Typical phases of implementationTypical phases of implementation
t
effort is on theeffort is on themarket sidemarket side
effort is oneffort is onDigital AidDigital Aidsideside
designdesign call &call &submissions submissions
evaluationevaluation Investment plans implementationInvestment plans implementation ratificationratification disbursementdisbursement
Phases of implementation: Phases of implementation: the pipeline the pipeline (approx./ avg data)(approx./ avg data)
t
effort is on theeffort is on themarket sidemarket side
effort is oneffort is onDigital AidDigital Aidsideside
designdesign call &call &submissions submissions
evaluationevaluation Investment plans implementationInvestment plans implementation ratificationratification disbursementdisbursement
e-securitye-security
pupils’ laptoppupils’ laptop
digi-lodgedigi-lodge
digi-contentdigi-content
digi-retaildigi-retail
digi-mobiledigi-mobile
digi-growthdigi-growth
Phases of implementation: Phases of implementation: the budget pipeline the budget pipeline (average*)(average*)
t
effort is on theeffort is on themarket sidemarket side
effort is oneffort is onDigital AidDigital Aidsideside
designdesign call &call &submissions submissions
evaluationevaluation Investment plans implementationInvestment plans implementation ratificationratification disbursementdisbursement
e-securitye-security(€10,5 (€10,5 mil)mil)
pupils’ laptoppupils’ laptop((€€54 mil)54 mil)
digi-lodgedigi-lodge((€4€40,60,6 mil)mil)
digi-contentdigi-content((€€~10 mil)~10 mil)
digi-retaildigi-retail((€100 €100 mil)mil)
digi-mobiledigi-mobile((€€15 mil15 mil))
digi-growthdigi-growth(€(€120 mil120 mil))
* Bubble size denotes budget
Digi-lodge
Choosing destination for vacation…a common habit…
Digi-lodgeWhy?...
Which one is actually the first “homepage” of hotels?
…the webpage made by travelers themselves
The tourism “image” is being built authentically by travelers
Tourists are full with real experiences…
… no brochure can hide the fact that a hotel is not located by the beach!
European tourists
73% online
Source: Forrester Research
European tourists
Average age: 41
Source: Forrester Research
European tourists
• Members of Online Communities chatting about trips/vacation
• Organising trips online (60%+)
• 40% booking trips online
• More and more also pay online
Source: Forrester Research
• Travelers’ choice based on prices (66%) & on the feeling of
confidence (40%)
• They discuss with friends and in online forums (60%)
• They ask for more than just a reservation
During crisis…
“Our advance bookings are far behind year-ago levels. […] We need to do everything to find guests.“ VP revenue management, European-based hotel chain
“The crisis has caused our traveler revenue to fall by more than 25%. Whatever we end up doing must be offered through a channel like the Web or mobile“ Enterprise architect, European-based network airline
“We struggle to engage Europeans with our Web site“ CIO, European tourism bureau
Source: Forrester Research
Happening now…
• Travelers-Tourists: more trust in their friends’ opinions-suggestions (than in advertisements etc.)
• Online reviews by travelers is much more valuable (Social Media)
Importance of social media…
10.000+ photos about Skopelos10.000+ photos about Skopelos
720720+ videos!+ videos!
80 80 forum discussions about Skopelos in 18 months!forum discussions about Skopelos in 18 months!
digi-lodge StrongStrong regional dimension regional dimension
In Greece …
2.268
Hotels and accommodations funded for digital investments
digi-lodge
2.268
Hotel websites in 3 languages (at least)Online reservation and payment compulsory
2.268
Hotels: web advertisementand Search-Engine-Optimisation
2.268
Hotels and accommodations presentin Social Media
2.268
Hotels and accommodations benefit from ICT opportunities
2.268
Hotels and accommodations checked to ensure digital investments’ outcomes
Digi-mobile
digi-mobilewhy?...
2010: unexpected development of smart phones use internationally
2013: estimation for more than 1.8billion smart phones (while 225million in 2008average annual increase rate more than 50%)
Smart phones – tablet pcs
• Internet access
• geo-location / localised services
• “always-on” user engagement
• safe online transactions
• ‘Point-of-Sales’ using small peripherals
• mobile commerce
In Greece …
mobile use• 82% of population uses mobile phones
• active mobile connections: 125% of population (122% in Europe)
but…• low use of smart phones (innovative mobile applications and internet)
• providers’ revenues very low (Europe: 26% of total revenues for 2010Greece: 10-13,5%
Merill Lynch)
digi-mobile
Funding SMEs to develop innovative applications for smart phones and tablet-pcs
aims to…• enhance productivity
• allow direct access to business data from anywhere • boost sales - enhance services provided
About…• Health• Entrepreneurship• Culture• Tourism• Environment• Entertainment• Transport
Examples (1/2)• access to business data (ERP, Business Intelligence etc.)
• innovative mobile applications using location based services - destination management services
• online reservations-payment / virtual tour services through mobile
Examples(2/2)• apps for touristic services (organizing trips/reservations and payment using smart phones)
• apps for online ordering using smart phones (restaurants with menus, offers, targeted newsletters, reservations, rewarding through mobile coupons etc.)
• apps offering any kind of services
digi-mobile• B2C & B2B applications• native mobile applications (downloadable) / web mobile applications / web mobile portals• Software-as-a-Service
Thank you!Thank you!