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
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Index

• Background
• Market Analysis User Needs.
• Tourist Market Overview
• Mobile Market Overview
• Existing Services Competition
• Technology
• Content
• Mobiguiding Project
• Overview
• Scenario

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

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1. Background
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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.

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2. Market Analysis User Needs
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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.

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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.

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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.)

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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.

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2. Market Analysis User Needs
Technology
Source Mobiguiding project
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2. Market Analysis User Needs
Technology
Source Mobiguiding project
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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

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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
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3. Mobiguiding Project
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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

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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

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

• monument

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5. Mobile Services Business Models.
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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.

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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.

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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
  

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Mobile Services Business Models
Pricing / Revenue Sharing Models
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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.

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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

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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
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Backup Slides
eContent Conference Towards Ubiquitous Digital
Content Athens, 13/06/2003
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Conclusions
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Conclusions
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Conclusions