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					                                                           Athens, 13/06/2003
Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                  eContent Conference: Towards Ubiquitous Digital Content
eContent in
Tourism & Infotainment industry:

             “Experiences gained from
                two Content Projects”                                       eContent Conference
                                                   Towards Ubiquitous Digital Content

                                                                        Athens, 13/06/2003
                                                                                      Athens, 13/06/2003
                           Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                             eContent Conference: Towards Ubiquitous Digital Content
Index
 1. Background
 2. Market Analysis & User Needs.
    a.   Tourist Market Overview
    b.   Mobile Market Overview
    c.   Existing Services – Competition
    d.   Technology
    e.   Content
 3. Mobiguiding Project
    a. Overview
    b. Scenario




                                                                                          Athens, 13/06/2003
                               Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                 eContent Conference: Towards Ubiquitous Digital Content
4. M-Guide Project
   a. Overview
   b. Scenario
5. Mobile Services Business Models.
   a.   Current Mobile Business Model
   b.   Value Chain
   c.   Pricing/Revenue Sharing Model
   d.   Regulatory Issues
6. Conclusions




                                                                                         Athens, 13/06/2003
                              Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                eContent Conference: Towards Ubiquitous Digital Content
1. Background




                                                             Athens, 13/06/2003
  Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                    eContent Conference: Towards Ubiquitous Digital Content
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.
                                                                                     Athens, 13/06/2003
                          Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                            eContent Conference: Towards Ubiquitous Digital Content
2. Market Analysis
   & User Needs




                                                              Athens, 13/06/2003
   Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                     eContent Conference: Towards Ubiquitous Digital Content
                                                                              Tourist Market
2. Market Analysis & User Needs                                                 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.


                                                                                              Athens, 13/06/2003
                                   Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                     eContent Conference: Towards Ubiquitous Digital Content
                                                                           Mobile Market
2. Market Analysis & User Needs                                              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.



                                                                                           Athens, 13/06/2003
                                Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                  eContent Conference: Towards Ubiquitous Digital Content
                                                                    Existing Services –
2. Market Analysis & User Needs                                        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.)



                                                                                         Athens, 13/06/2003
                              Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                eContent Conference: Towards Ubiquitous Digital Content
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.

                                                                                             Athens, 13/06/2003
                                  Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                    eContent Conference: Towards Ubiquitous Digital Content
2. Market Analysis & User Needs                                               Technology

        Presence of multimedia terminals in the business environment




             80                                             75

                                               57
             60
                          45       45
         %
             40

             20

                          1.       2.           3.          4.
              0


               1. WAP mobile   2. PDA        3. Portable PC         4. Fixed PC


                        Source: Mobiguiding project

                                                                                          Athens, 13/06/2003
                               Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                 eContent Conference: Towards Ubiquitous Digital Content
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



                                                                                                Athens, 13/06/2003
                                     Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                       eContent Conference: Towards Ubiquitous Digital Content
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)

                                                                                         Athens, 13/06/2003
                              Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                eContent Conference: Towards Ubiquitous Digital Content
2. Market Analysis & User Needs                                           Content




                Source: Mobiguiding project

                                                                                  Athens, 13/06/2003
                       Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                         eContent Conference: Towards Ubiquitous Digital Content
3. Mobiguiding Project




                                                                Athens, 13/06/2003
     Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                       eContent Conference: Towards Ubiquitous Digital Content
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


                                                                                        Athens, 13/06/2003
                             Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                               eContent Conference: Towards Ubiquitous Digital Content
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

                                                                                               Athens, 13/06/2003
                                    Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                      eContent Conference: Towards Ubiquitous Digital Content
4. M-Guide Project




                                                              Athens, 13/06/2003
   Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                     eContent Conference: Towards Ubiquitous Digital Content
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




                                                                                     Athens, 13/06/2003
                          Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                            eContent Conference: Towards Ubiquitous Digital Content
4. M-Guide Project                                                                Scenario



     User Nationality                Location                             Content
        Identifier                   Identifier                         Management



                 GSM- GPRS
                 Wireless Net




           monument                                                       Wrap Up
                                                                           XSLT




                                                                                           Athens, 13/06/2003
                                Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                  eContent Conference: Towards Ubiquitous Digital Content
5. Mobile Services
Business Models.




                                                              Athens, 13/06/2003
   Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                     eContent Conference: Towards Ubiquitous Digital Content
                                                                     Current Mobile
Mobile Services Business Models                                      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.




                                                                                      Athens, 13/06/2003
                           Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                             eContent Conference: Towards Ubiquitous Digital Content
Mobile Services Business Models                                        Value Chain




     End     Network    Service   Content                           Content
     User    Operator   Providers Provider                          Owner
 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.



                                                                                    Athens, 13/06/2003
                         Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                           eContent Conference: Towards Ubiquitous Digital Content
                                                                 Pricing / Revenue
Mobile Services Business Models                                   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




                                                                                     Athens, 13/06/2003
                          Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                            eContent Conference: Towards Ubiquitous Digital Content
                                                           Pricing / Revenue
Mobile Services Business Models                             Sharing Models




                                                                               Athens, 13/06/2003
                    Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                      eContent Conference: Towards Ubiquitous Digital Content
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.




                                                                                 Athens, 13/06/2003
                      Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                        eContent Conference: Towards Ubiquitous Digital Content
6. Conclusions




                                                            Athens, 13/06/2003
 Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                   eContent Conference: Towards Ubiquitous Digital Content
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

                                                                                                Athens, 13/06/2003
                                     Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                                       eContent Conference: Towards Ubiquitous Digital Content
Constantinos Nikitiadis                                     Giorgos Kouvas
Business Development Associate                         R&D Project Manager
VoiceWeb S.A.                                                 EXODUS S.A.
cnikitiadis@voiceweb.gr                                    gkou@exodus.gr




                                                                       eContent Conference
                                              Towards Ubiquitous Digital Content

                                                                   Athens, 13/06/2003
                                                                                 Athens, 13/06/2003
                      Tourism & Infotainment industry: “Experiences gained from two Content Projects”
                                                        eContent Conference: Towards Ubiquitous Digital Content

				
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