Présentation de ma conférence pour les contenus mobiles pour les villes touristiques d'Europe présentée à Belfast en 2014 pour le compte du blog www.etourisme.info et ECM.

1. European Cities Marketing
Online Marketing and Sales group
Culture & Event Group
Cultural digital tools in the city :
best practices
By François Perroy, www.etourisme.info, editor and co-founder
Founder and CEO of Emotio Tourisme
Co-founder of Agitateurs Destinations Numériques
Belfast
–
2014
–
February
28th

2. My
professional
world
Next
big
mee:ng:
800
people
expected
in
Pau
in
octobre
2014

3. My
professional
world
Denis
Dupouy
Lili
Alexandre
François
Perroy

4. My
professional
world
Ludovic
Dublanchet
Pierre
Eloy
François
Perroy
Last
conference
in
Montreal
in
January

5. My
professional
world

6. Major
trends
Cher Thomas, comment vas-tu ? Ta
mère et moi nous portons à merveille.
Tu nous manques ! Déconnecte-toi et
descend manger s’il te plaît.
Ton père
Dear
Thomas,
how
are
you?
Your
mother
and
I
are
great,
we
miss
you…
Please
log
out
and
come
down
and
eat.
Love,
Dad

7. Major
trends
The
digitaliza:on
of
our
lifes
transforms
tourism
consump:on
Technology
brings
new
uses
and
new
forms
of
tourism
From
mass-­‐tourism
to
person-­‐driven
tourism

8. Major
trends
Mobile
Social

9. The
mobile
revolu8on

10. The
mobile
revolu8on
Connected
Localiza8on
Personal
Essen8al
Watch
Listen
Share
Communicate

11. The
smartphones
market

12. The
apps
market
• In
2012,
64
billions
of
apps
were
downloaded
• In
2013,
138
billions
• Forecast
2017
:
200
billions
• 2012
:
1,2
billion
people
use
apps
• Forecast
for
2017
:
4,4
billions
Source:
Gartner,
Appnie,
Dis:mo

13. M-­‐tourism

14. Smartphones
&
tourism
Mobile
=
Smartphone
Tablets
replace
laptops
Mobile
sites
and
apps
Personaliza8on
of
experience
50%-­‐60%
of
mobile
users
with
a
smartphone
Democra:za:on
of
tablets
in
2014
1/3
of
European
households
will
use
a
tablet
40%
of
mobile
internet
users
3
millions
of
mobile
apps
available
Experience
of
tourism
becomes
mobile
first
and
thus
personal
Direct
entry
in
the
social
media
sphere
through
mobile
Sources:
Comscore,
GFK

15. What
do
tourists
do
with
their
smartphones
?
• Geoposi:oning
• Camera
• Image
recogni:on
system
and
augmented
reality
• Accelerometer:
analyse
of
the
user’s
moves
(immersive
video)
• QR
Codes
• NFC
&
RFID:
to
download,
pay,
check
in
to
hotels,
validate
:ckets
in
buses,
visit
museums…
• Vocal
interface
and
ar:ficial
intelligence:
thanks
Siri!

16. The
3
travel
steps
-­‐ Before:
inspire,
inform,
engage
-­‐ During:
facilitate
and
organize
at
des:na:on
-­‐ Aier:
remember,
share,
engage

17. Types
of
tourism
apps
• Local
phone
books
• Digital
recep:on
in
DMOs
or
other
traffic
places
(airports,
sta:ons,
museums):
During-­‐the-­‐stay
website
and
traffic
flows
©Touris:c
• Dedicated
app:
specific
app,
more
efficient,
used
to
meet
a
specific
need
at
a
specific
moment
• App
from
a
collec:on:
major
des:na:ons
(Thailand,
Helsinki…)

18. I
want…

19. Benchmark

20. Apps
in
review
General
discovery
Added
technology
(3D,
AR)
Museums
DMOs

21. General
discovery
apps

22. General
apps

23. General
apps

24. General
apps
• App
to
visit
Toledo
without
internet
connexion,
with
embedded
map
&
audioguides
• Won
the
na:onal
price
of
the
Spanish
«
Cultural
Apptourism
award
2014
»

25. General
apps
• Ma
Côte
Basque
• General
app
created
by
several
tourist
offices
located
on
the
Bask
coast
• iPhone
&
Android
with
augmented
reality:
– local
guide
– the
app
proposes
things
to
do
/
see
depending
on
the
hour
of
use
and
the
posi:oning
– tourists’
reviews
on
each
ac:vity
– Trekking
paths
to
download
– Mobile
booking

26. General
apps
• Most
visited
pages
:
weather,
:de
:me,
webcams,
events,
deals
• In
2013:
– More
than
360.000
visits
on
the
mobile
site
– 195
000
visits
on
the
iPhone
app
– 62
000
visits
on
the
Android
app
– 2.3
million
pages
visited
(total
of
3
tools)
– Around
15%
of
the
users
are
residents

27. General
apps

28. General
apps
• Yelp:
reviews
• Urban
Pulse
and
Now:
what’s
going
on
around

29. Services
apps
• Tag
Tag
City
• Geoposi:onned
things
to
do
• IExit
(USA):
more
general,
what
to
do
and
see
but
also
gas
sta:ons,
coupons…

30. Collec8on
of
apps

31. Collec8on
of
apps

32. Collec8on
of
apps

33. Family
trip
by
My
Switzerland

34. Cultural
apps

35. Cultural
apps
In
France,
several
editors
propose
all-­‐
made
(closed
source)
systems
to
create
apps
Some
ones
are
specific
to
places
The
other
ones
deal
with
a
whole
des:na:on

36. Firstly,
contents
!
• If
you
eventually
decide
to
take
the
plunge,
here
is
what
you
have
to
be
careful
of…
• An
app
is
just
a
tool,
in
which
you
propose
relevant
content…so
:
– Plan
a
huge
work
of
research
and
check
of
your
contents
– Find
the
most
relevant
one
:
texts,
pictures,
movies,
interac:ve
maps,
2D
– Prepare
yourself
to
work
with
professionals
ot
story
wri:ng

37. Museum
apps
• Hologuide
• Proposed
to
museums
so
they
can
have
a
simple
audioguide
app

38. Museum
apps
• Louvre
Kids:
visit
of
the
museum
with
16
masterpieces
and
12
games

39. Museum
apps
• Moma:
several
apps
– General
– Crea:ve
– Specific
to
some
exhibi:ons
– MOMA
Books…

40. Museum
apps
• Na:onal
Museum
of
Scotland:
2
apps
– A
general
visit
app:
discover
the
museum
(map
&
highlights)
– A
funny
discovery
app:
collect
badges
by
finding
objects
within
the
museum

41. Museum
apps
• Hermitage
Museum:
visit
the
museum
thanks
to
the
app.
Also
see
what
is
in
palaces,
usually
closed
(virtual
tours)

42. Museum
apps
• Blinkster
is
based
on
image
recogni:on
technology

43. Museum
apps
• Jumièges
3D:
RA
visit
of
the
Abbey.
You
can
see
how
the
Abbey
was
before
its
destruc:on

44. Museum
apps
• Cultural
app
(beta
version)
based
on
iBeacon
(by
Clic
France)
to
visit
Rubens
House
in
Anvers

45. City
cultural
tours
• Imayana:
RA
and
3D
ipad
app
to
discover
Bordeaux
back
to
the
18th
century
(for
rent
at
the
Tourist
Office)

46. City
cultural
tours

47. City
cultural
tours

48. City
cultural
tours
–
open
systems
• Field
trip:
visit
and
understand
what’s
around
thanks
to
several
sources
of
data
• Culture
Craver
(beta
NYC)
• Only
for
cultural
ac:vi:es

49. City
cultural
tours
–
open
systems

50. City
cultural
tours
–
open
systems

51. City
cultural
tours
–
open
systems

52. External
tools

53. Collabora8ve
apps
• Clameurs
• Add
a
vocal
comment
to
a
place
/
check-­‐in

54. Thinglink:
pictures
&
comments

55. Storehouse:
storytelling

56. A
few
8ps

57. Tourism
in
2020
Connected
objects
watches,
glasses
Automated
personal
guides
(robot)
Audio
and
video
push
on
connected
devices
Augmented
history:
showing
the
real
life
of
a
momument
at
the
8me
it
was
built
TIC
manage
an
ecosystem
of
providers
of
data
and
will
be
responsible
for
providing
a
set
of
data
on
a
1
to
1
basis
with
each
user
and
in
fully
customized
form:
made
to
measure
contents
and
services
M-­‐8cke8ng
M-­‐payment

58. Ok…
then,
what
do
we
do?
• App
or
not?
Is
it
really
necessary?
• Yes
!
And
no…
• Yes
if
your
app
has
a
real
added
value:
ok
for
thema:c,
cultural,
localised
or
collabora:ve
apps
• No
catch-­‐all
apps

59. How
do
we
make
an
app?
• Can
I
create
an
app
on
my
own?
Well,
yes…
– Some
agencies
propose
to
create
apps
at
quite
low
price
• Ex:
Goodbarber
(French)between
16
and
32€
/
month
– In
cultural
fields,
proprietary
systems
are
proposed
• But
low
personalisa:on

60. How
much
does
it
cost?
• From
1,000
€
if
you
do
it
yourself
• Between
5,000
to
15,000
€
if
an
agency
creates
it
for
you,
depending
on
the
func:onali:es
• Up
to
100,000
€
for
the
most
cultural
and
complex
ones
such
as
Jumièges
(3D)

61. How
to
analyse
the
performance
of
an
app
?
• Here
is
a
statement:
– Apps
downloads
have
skyrocketed
:
+1600%
in
3
years
– Mobile
and
digital
innova:on
evolve
through
apps
– It
is
necessary
to
follow
the
changes
in
the
apps
markets
• Hence
the
idea
of
performance
analysis
tool
:
©

62. How
analyse
apps
performance?

63. More
trends
Freemium
In-­‐App
sales
Social
connect
4G
–
even
5G
soon
?
European
roaming
prices
Phablets
NFC
Connected
cars
Miracast
Glasses,
watches..

64. More
trends
Freemium
=
In-­‐App
sales

65. Any
ques:ons
?
Thank
you
for
your
azen:on
!