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eContent in Tourism

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Booking/ Reservations (Restaurants, Accommodation, Events etc) ... On their way to the hotel... checked out what Athens by Night has to offer. Scenario ... – PowerPoint PPT presentation

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Title: eContent in Tourism


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(No Transcript)
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eContent inTourism Infotainment
industry Experiences gained from two
Content Projects
eContent Conference Towards Ubiquitous Digital
Content Athens, 13/06/2003
3
Index
  • Background
  • Market Analysis User Needs.
  • Tourist Market Overview
  • Mobile Market Overview
  • Existing Services Competition
  • Technology
  • Content
  • Mobiguiding Project
  • Overview
  • Scenario

4
  • M-Guide Project
  • Overview
  • Scenario
  • Mobile Services Business Models.
  • Current Mobile Business Model
  • Value Chain
  • Pricing/Revenue Sharing Model
  • Regulatory Issues
  • Conclusions

5
1. Background
6
1. Background
  • Today, eTourism is reported to be one of the
    leading business-to-consumer sectors.
  • Many tourism services (e.g. on-line booking) are
    based on delivery via the Internet.
  • Mobile services for tourism sector exist today
    but they have not taken-off in the market.
  • Handheld devices (PDAs, mobile phones, smart
    phones, laptops etc.) have become a mandatory
    lifestyle accessory in many societies, especially
    among young people and also for travelers.
  • Demonstration trial of potential successful
    efforts are required.

7
2. Market Analysis User Needs
8
2. Market Analysis User Needs
Tourist Market Overview
  • End User Profile
  • Strong Technology Adopters.
  • Young People.
  • University Degree or equivalent.
  • Traveler Driver Tourist interest, Business
    reasons
  • Two thirds visit at least one tourist attraction.
  • 50 found person-guidance inadequate,
    inconvenient or out of interest.
  • More than 50 have a simple, free map
  • 50 buy guide books.
  • 50 grade the available tourist content as
    expensive.
  • Travelers would like the content in their own
    language.
  • Conclusion Tourists, will welcome an always
    available, personalized and user friendly mobile
    cultural guide, at a reasonable price.

9
2. Market Analysis User Needs
Mobile Market Overview
  • Operators and investors have spent billions of
    dollars to acquire 3G licenses
  • Mobile services in general may be a new revenue
    opportunity for the operators
  • Operators do not have to make new investments in
    order to offer most of the mobile services (e.g.
    Location Based Information Services).
  • 2.5G Mobile Services are gaining popularity
  • The upcoming technologies (UMTS, 3G) will be the
    facilitators for the introduction of high quality
    mobile services
  • Conclusion Network Operators are willing to
    cooperate with third parties to offer mobile
    services, the conditions are not put yet.

10
2. Market Analysis User Needs
Existing Services Competition
  • Various online booking websites Consolidation
    Formation of Alliances
  • Degriftour.fr bought by Lastminute.com
  • opodo.com formed by Airline Alliance Strategic
    Partners
  • Most Mobile services for tourists (CityKey,
    wCities) did not work as expected. Reasons
  • Technology (WML, mobile screen size etc)
  • Content (comes in a great variety of incompatible
    formats)
  • Access (No ease of use, and late fulfillment)
  • Business Model (current business model proved
    inadequate.)

11
2. Market Analysis User Needs
Technology
  • Mobile networks are evolving to a packet-based
    paradigm. (GPRS, UMTS, 3G etc). More bandwidth is
    available.
  • New technologies may be used to offer services
    with higher QoS
  • Location Based Services/Position Technologies
  • Speech Technologies/Automated Translation
  • Interactive TV etc.
  • Widely spread new and sophisticated devices will
    be used increasingly for the distribution of
    tourism products and services (PDAs, smart
    phones, tablet PCs etc.)
  • Enhanced Content Management Systems with
    Multichannel Multilingual Capabilities will be
    used.
  • Conclusion These technologies are basic enablers
    for the take-off of mobile services.

12
2. Market Analysis User Needs
Technology
Source Mobiguiding project
13
2. Market Analysis User Needs
Technology
Source Mobiguiding project
14
2. Market Analysis User Needs
Technology
  • Speech Technologies
  • ASR (Automatic Speech Recognition)
  • Friendly Natural Interfaces
  • Intuitive Voice User Interaction
  • High Accuracy Rates
  • Freedom from strict tree-like menu application
    dialogues
  • Multiple Semantic Extraction (eliminates the need
    of multiple questioning)
  • Example I would like to go to London from
    Athens on Saturday
  • Text To Speech
  • Used for information which is updated frequently
  • Offers consistency in content provisioning

15
2. Market Analysis User Needs
Content
  • One of the most important factors for the success
    of mobile services is content.
  • Content must be of high quality
  • Accurate
  • Up-to-Date
  • Tourist Content providers must co-operate for the
    creation of services
  • Tourists are seeking for
  • Cultural Information (Museums, parks, historical
    buildings etc)
  • Emergency (Hospitals, pharmacies etc)
  • Transportation (Bus stations, Metro stations etc)
  • Booking/ Reservations (Restaurants,
    Accommodation, Events etc)
  • Entertainment Content (Cinemas, Theatres etc)

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2. Market Analysis User Needs
Content
Source Mobiguiding project
17
3. Mobiguiding Project
18
3. Mobiguiding Project
Introduction
  • Mobiguiding aims at building a European,
    multi-platform, multilingual, interactive leisure
    guide network available on all Internet and
    mobile devices.
  • Target group Tourists inside E.U.
  • Content Multilingual Leisure Service Cultural
    Information.
  • Centralized Content Management System
  • Data stored in Metadata Format
  • Multichannel delivery (all Internet and mobile
    devices)
  • Project URL www.mobiguiding.com

19
3. Mobiguiding Project
Scenario
  • A young couple wanted to visit Greece during
    their Summer Vacation
  • Surfed the Internet and researched various
    holiday destinations
  • Decided to visit Athens
  • Booked itinerary
  • While at the airport
  • weather forecast
  • cultural information
  • latest Travel News (Taxi Drivers Strike)
  • rented a Car
  • On their way to the hotel
  • checked out what Athens by Night has to offer

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4. M-Guide Project
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4. M-Guide Project
Introduction
  • M-Guide aims to develop a System for providing
    Location Based Information Services.
  • Target group Tourists inside E.U.
  • Content Multilingual Cultural Information on
    specific monuments, tourist sites, natural places
    etc. Multichannel delivery (PDA, mobile devices,
    WEB)
  • Pilot Deployment Athens, Greece and Turku,
    Finland
  • Project URL www.exodus.gr/m-guide

22
4. M-Guide Project
Scenario
Location Identifier
User Nationality Identifier
Content Management
  • monument

23
5. Mobile Services Business Models.
24
Mobile Services Business Models
Current Mobile Business Model
  • The Mobile Services market is still immature. A
    mass market for mobile services is now developing
  • Many different players are involved in the mobile
    services environment, each covering specific
    areas.
  • Currently, operators are trying to control the
    largest possible part of the value chain in hope
    of increasing their revenues
  • Key players (e.g. Content Providers) are often
    unwilling to participate, due to unattractive
    revenue sharing model.

25
Mobile Services Business Models
Value Chain
Network Operator
Service Providers
ContentProvider
End User
ContentOwner
  • Mobile operators are not alone in the mobile
    services market. Many players are involved.
  • In such a heterogeneous market, interoperability
    among ALL players is clearly a must.

26
Mobile Services Business Models
Pricing / Revenue Sharing Models
  • Collaborations must be proven with sound business
    models and fair revenue sharing for all partners.
  • To create conditions for a fertile market and
    enable adoption of innovative and attractive
    services, mobile service revenue must be
    distributed proportionally among all players.
  • Mobile operators should support revenue sharing
    with content providers and application developers

27
Mobile Services Business Models
Pricing / Revenue Sharing Models
28
Mobile Services Business Models
Regulatory Issues
  • Mobile Services Needs Regulation
  • Regulatory frameworks have not been fully
    developed
  • Mobile operators and Service Providers will have
    to deal with local privacy legislation, which is
    often unclear.

29
6. Conclusions
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Conclusions
  • End Users
  • will welcome an always available, personalized
    and user friendly mobile cultural guide, at a
    reasonable price.
  • Content
  • Homogenization and Quality control of content
  • Technology
  • New technologies are basic enablers for the
    take-off of mobile services.
  • Mobile Business Models
  • In such a heterogeneous market, interoperability
    among ALL players is clearly a must.
  • Mobile service revenue must be distributed
    proportionally among all players.
  • In General
  • Demonstration trial of potential successful
    efforts are required.
  • Furthermore, technical business conditions
    witch favor all players in the value chain should
    be provided

31
Constantinos Nikitiadis Business Development
Associate VoiceWeb S.A. cnikitiadis_at_voiceweb.gr
Giorgos Kouvas RD Project Manager EXODUS
S.A. gkou_at_exodus.gr
eContent Conference Towards Ubiquitous Digital
Content Athens, 13/06/2003
32
Backup Slides
eContent Conference Towards Ubiquitous Digital
Content Athens, 13/06/2003
33
Conclusions
34
Conclusions
35
Conclusions
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