1. 1. Im high on Wifi Paul Baron, Group Manager Online Marketing, Tourism Victoria July 2015
2. 2. 2
3. 3. 3
4. 4. Tourism in Victoria $19.6 billion to Victorias economy or 5.8 per cent of the total Victorian economy Employs approximately 203,000 people or 7.0 per cent of employment in Victoria 5 m interstate visitors and 13 m intra-state visitors 2.1 m international visitors In 2014 Victoria experienced a year-on-year increase in domestic overnight visitor expenditure (+14.1% to $11.5 billion), compared to a 5.7% increase nationally
5. 5. Tourism in Victoria Between 2010 to 2014, international overnight visitors to Victoria have grown at an average annual rate of 7.7%, outperforming the national average (+4.3% p.a.), and growth for all other states and territories, including: New South Wales (+3.1% p.a.) and Queensland (+1.5% pa.).
6. 6. 6
7. 7. Some Digital Trends 2015-2017 Will the concentration an exploitation of market power (Priceline/Expedia) drive opportunity and an increase in digital conversion providers ? Social fragmentation? Looked like it a year ago but havent seen platforms like Ello enter the mainstream yet Marketers will continue to create, curate, distribute more content Cloud based everything, internet of things, wearable technologies, watches, augmented reality etc boringly obvious but implications still emerging Increased focus on social engagement and conversation driven by data Mobile at destination as information source, Hyperlocal content & conversion data data data 9
8. 8. Mobile & data and wifi of course 10
9. 9. Mobile & data and wifi of course 11 We've added the user's location when they switch on Nearby Mode into Google Analytics; which opens the way to more geographic analysis and opportunities. e.g. the highlighted person below is looking at driving around the Grampians
10. 10. Mobile & data and wifi of course 12 They're sitting here, in the Netherlands
11. 11. Mobile & data and wifi of course 13 In this restaurant.
12. 12. A focus on visitors The nexus between proximity, wifi and mobile Proximity technologies increasingly used in marketing and to better understand consumer behaviour, customer experience insights Companies like Blix, iProximity, Sprockit and Proximity are providing these services and technologies for retail environments Can these technologies be applied to a city or state and what does it mean for the future?
13. 13. 15
14. 14. 16
15. 15. Free wifi for Melbourne, Bendigo & Ballarat
16. 16. How did we get here? First discussed over 10 years ago Breakthrough came when it was included as part of the then Governments IT strategy Tourism seen as the main driver but the project resonated with a new CIO for government and the desire to position Melbourne as a modern innovative technology capable city. The premier picked it up and Ballarat and Bendigo include in the 5 year program
17. 17. Whats next Ability to see Melbourne like a retail store to better optimise visitor and resident experience, assist with investment. Should the data be made available? Who, how and what sort of governance? Offers greater city engagement through access to mobile websites and apps and social channels Consideration given to beaconising the city can the combination of wifi & beacons provide a hardware platform that others can write to Brand Melbourne as a modern, stylish and sophisticated city
18. 18. Telecommunications problems not solved Telstra offering 30 mins free wifi near their pay phones ultimately likely to only be available to Telstra customers Regional locations struggling with adequate internet/mobile access At events in Regional locations like Bright, Grampians etc internet access grinds to a halt credit card machines stop working, even the ATMS fail Submissions to the federal Regional Telecommunications review Importance of telecommunications infrastructure to the tourism industry and visitor experience
19. 19. 21
20. 20. 23
21. 21. 24
22. 22. 25