citycard and mobile, how citycard providers can take advantage of mobile

How CityCard providers can take advantage of mobile

Tine Thygesen

CityCards & Mobile

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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 chris@triptale.net for great help!

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