your service edge location and mobile in tourism
TRANSCRIPT
April 2013
What’s Location Got To Do With It?
Luigi Cappel
SoLoMo Consulting
Developing Your ‘Service Edge’
What’s Location Got To Do With It?
Some Questions
Smartphones and GPS
BAU
USA FIT Road Trip Experience
Tourism is Tough
Being an FIT is Tough
What I learned
Location, Location, Location
If location is everything, why are so few businesses capitalising on it?
• You select buildings based on it
• Many think build it and they will come
• Do you analyse your business spatially?
• Where do your clients come from?
• Do you understand your customer demographics?
Smartphones have GPS
IDC and Nielsen agree that >50% of NZ mobile users have Smartphones March 2012
NZ Interactive Advertising Bureau June 2012 • 60% of NZ Smartphone users access Internet
daily • 54% use apps daily • 65% used in last 6 months to find info on
products services • 60% used phone while out and about for
researching/buying products/services
So What?
What is BAU?
• Is it a sound business model for future growth
Customers are looking for your business and wanting to know more about it
People are talking about your business, probably without you knowing about it
Another Exception •Show Calendar •Live Show Audio Streaming •Live Twitter Feed
•Interacted with me during the show!
•Concert Video •Competitions •Bios •Purchase Tickets •Online store for souvenirs •Facebook interface
Tourism is Tough
It must be really hard surviving in the hospitality and tourism industry if you are not one of the main attractions.
People are walking away from motel businesses
Restaurants are struggling
Despite the RWC bed nights for 12 months to June 2012 down by 79,000 MED
Without these apps I wouldn’t have http://luigicappel.wordpress.com
The apps helped me Find great restaurants
Avoid bad ones
Avoid hotels with bedbugs
Find historic villages in the middle of nowhere
What I learned
Loads of people are checking into locations, leaving tips and comments • Most operators are blissfully unaware of
them
• They don’t know they could be marketing to them FOR FREE!
The tourism, hospitality and retail industries are hurting • And they don’t understand new
technologies
What I learned
The USA is no better off than NZ
IMHO Kiwis are smarter than Americans because of our ability to see the big picture and solve problems
We are way ahead in crossing the chasm to mass early adopters
Kiwi domestic tourists and incoming tourists have smartphones and use them
Imersia Cloud
Finga Footy
Last minute proximity based marketing with context, location, profile and real time.
Final Thoughts
Thank you [email protected]
http://imersianz.wordpress.com/ http://luigicappel.wordpress.com
http://thefuturediaries.com
1. New Zealand enjoys a steady stream of FIT
2. The likelihood is that each group has one or more location aware
Smartphones
3. Context, profiling, location and mobile is gong to be HUGE
4. We are not behind the rest of the world but that doesn’t mean we
can’t do better
5. There are opportunities for your business, many are free
6. Get involved and do something now