Embed Size (px)
DESCRIPTION
This presentation helps CityCard suppliers save money and get better results by taking the product mobile, or partly mobile. Many city and regional marketing organizations offer citycards where visitors can buy shared access to transport, sights and attractions. These are popular both with travelers and partners, but how is mobile changing this industry, and how can it help you get save time and reach more travellers? The presentation goes through relevant general mobile travel trends, how to build your app feature recommendations, tips and suggestions to help the DMO make the most of their resources, and start the journey towards a more effective citycard product.
Citation preview
How CityCard providers can take advantage of mobile
Tine Thygesen
CityCards & Mobile
&
Everplaces Global travel community, most
authentic design & foodie travel tips
TripTaleWorld’s best travel app builder
for brands and DMOs
Nice to meet you, I am from
Why should a city card provider consider mobile at all?
52% consumers used mobile device to book travel Laptop 48%. Mobile Marketer, March13
17% of global web traffic comes from mobile Mashable, August 2013
Because mobile is huge...
More customer insightsMobile analytics can track everything that’s clickable!
- Keep partners happy: show links and call outs - Know what’s popular via page views
- General: time spent in app, geography, when it is used
App will be primarily be downloaded where you push it. But also:
- Global AppStores - AppStore marketing (ASO) - App marketing channels - Targeted call to action (download) on Facebook - Additional feedback channel - Use apps to get travelers to share socially
New distribution channels
Overall a mobile CityApp offering saves you time, and gives better results
Partners
- Increasingly prefer mobile over brochures
- Want maps - Need offline info
You Travelers
- Wider distribution - International marketing - Analytics - More feedback
- Save time, content updates instant and easy
- Save money on print - Smarter processes
Relevant travel behaviour on mobile
Right here, right now!People travel less prepared, therefore they need location based, practical information:
‣What’s near me now (eat, see, sleep) ‣What’s the address, phone number and link ‣How do I get there (map & turn by turn directions) ‣Contact and more info (deep link) ‣Nearest wifi hot spot
Remember to serve a lot of this offline, many won’t have internet
maps
Maps have become communication platforms1: Offline maps are becoming a must-have in travel apps
2: Google / Apple Maps have become the place to find opening hours, links and prices. Social geo networks (Yelp, Foursquare, Everplaces) are used to filter info
3: Commerce moves to maps
Most travelers already use apps52% use apps in-destination:
‣ 94% research things to do ‣ 75% search for restaurants ‣ 80% for maps and directions
Tips for your mobile CityCard
solution
Mobile apps are better for this than mobile web
Service service existing
customers, transactions
Awareness search, try to attract new
eyeballs
Mobile web
Mobile apps
‣ Offline ‣ Best for heavy use (6:1 minute) ‣ Faster information ‣ Permission to communicate can
be personal (memory, account, favorites)
Apps advantage
Feedback show transport is a key element to buying the card
Include public transport info and possibly incorporate travel planning
tools and in-app travel tickets
Transport & Directions
What can you add to make travelers come back to your app?‣ Offline maps, content etc. is in huge demand‣ Emergency info‣ Currency converter‣ Weather‣ WiFi spots
High utility means high engagement
Filtering and Favorites make an app fast and relevant
Rather than an annual catalogue update, apps can be updated instantly
‣ Use a CMS that requires no technical skills
‣ Make changes via mobile and your computer
‣ Updates apps every 24h
Correct and updated content
Optimize your time with smart content managementSame content you use in apps can be used smartly on your website and projected on walls as interactive maps
Notifications, a new communication channel‣ Big potential for instant
communication ‣ Future will enable more relevant
messaging, less spam ‣ Built in automatic notifications;
like when travelers are near key spots
Mobile payments and ticketing‣ Pay with mobile is now almost
ready for mainstream
‣ Order food and drink without waiting for the waitress
‣ Mobile ticketing to jump the queue at attractions, cinemas, etc.
‣ Check-in on mobile, so all is ready as you get there
Already a starting point for transactions
1. Planning
$41bn Sales from mobile commerce will reach $41.68 billion this year
$26bn Of which mobile apps will total $26 billion in 2013, up nearly 70% from 2012
mCommerce is already huge
1. Planning
458m people used mobile ticketing last year. Hitting 950m by 2018
16bn mobile tickets issued by 2018
Transport, entertainment, events & cinema are leading the charge
People are getting comfortable with eTicketing
Summary. Going mobile with CityCards doesn’t have to be a daunting task. You can start small
Easy
- Go mobile only, no physical cards
- The app is the ticket - Advanced transport
planning - UGC and reviews - Book and buy attractions
Advanced Expert
- App with catalogue of places - Online map - List where to buy card - Analytics
- Offline maps - Favorites and return usage features - Transport info - Buy card in-app
By Tine Thygesen, @tahitahi
Thank you!
Considering an app for your business? Contact [email protected] for great help!
&
