Mobiguides

THE NEXT REVOLUTION:
MOBILE
By Amanda Forsythe
info@mobiguide.co.za

BACKGROUND:
• Interpretation / translation
• Tourism – Language barrier

LANGUAGE SOLUTIONS IN
TOURISM

DISADVANTAGES OF CLASSIC
LANGUAGE SOLUTIONS

• Cost of infrastructure
• Maintenance costly & time
consuming
• Updates
• Site restrictive

THE SOLUTION?

MOBILE PHONE TECHNOLOGY!

POINTS OF DISCUSSION:
• Advantages of mobile technology
- Profile of the modern tourist
• Disadvantages of mobile technology

PROFILE OF THE MODERN
TOURIST

Today’s tourist:
- Researches & Books on-line
- Travels with a mobile phone & / GPS
- Wants instant, on-demand information
- Wants it in their MOTHER-TONGUE!
- Wants to share & communicate

The mobile phone is a
consumer device that can
deliver service and
relationship management in
ways that have never been
possible before.
Source: Gartner

GPS & LBS

AUGMENTED REALITY

APPS – FOUR SQUARE

MOBILE TICKETING

Mobile phones are not just
an extension of the Web.
The combination of unique
characteristics - including
portability, voice, location-
awareness – can be
leveraged to create
completely new sales and
service capabilities.
Source: Gartner

“Based on the current rate of
change and adoption, the
mobile web will be bigger than
desktop internet by 2015.”
Morgan Stanley

TWO MAIN DRIVERS FOR GROWTH:
• Mobile phone penetration
- Access to networks
- Access to better, cheaper phones
• Access to better services e.g. 3G,
HSDPA

DISADVANTAGES OF MOBILE:
• 3G coverage and quality
• National vs International
• Dedicated line vs SMS / MMS
• SMS vs MMS
• SMS / MMS vs Application

BUT FOR EVERY ‘PROBLEM’
THERE IS ALWAYS A SOLUTION!

“3G access is the key driver of
success for mobile internet”
Morgan Stanley

• 3G penetration worldwide – 21%
• Japan 3G – 96%
• Western Europe 3G – 54%
• USA 3G – 46%
• Middle East, Africa, South America –
3G penetration still in single digits!

So why should we care about
mobile internet access?

• Mobile e-commerce now accounts
for 4% of global retail sales (now 20%
in Japan);
• Users accessing social networks from
mobile will soon outpace desktop
internet;
• And...

• The average iPhone user spends
only 45% of their on-device time
making calls…
• Video accounts for 69% of
mobile data traffic! info@mobiguide.co.za

An image speaks a 1000 words…

… But video speaks louder!

SAB World of Beer –
Spanish clip

Constitution Hill –
German clip

LESSONS LEARNT:
• Tourists want to see and
experience a destination before
travelling;
• Tourists want access to information
on demand;
• And they want it for FREE! info@mobiguide.co.za

With the advent of
Google, You Tube, Facebook, Trip
Advisor and other social media
sites, internet users have come to
expect a wealth of information
and entertainment for FREE!

- Most consumers are still not
alarmed at paying a small fee for
mobile content, but are averse to
using credit cards.
- Debited off mobile phone billinfo@mobiguide.co.za

THE SOLUTION?

• Give content away for free
•My Mobiguide content
•My Mobiguide platforms

Brian Solis is Principal of
FutureWorks, an award-
winning PR and New
Media agency in Silicon
Valley.
He is the author of
“Putting the Public back
into Public Relations”

Visibility /
recognition
Cutting
edge
technology
Across
language
barriers
On-demand
access
Portability
Empower
users
Aggregate
platforms
Interactive
Reward /
Souvenir
Value-add
Viral
marketing
Social
networking
YOUR
BRAND
Mobile
Audio
content
GPS
Tradition
al media
Internet
Portable
media
players
LBS
Rich
media
The social
marketing
compass in
tourism

Contact us:
Amanda Forsythe
Mobile: +27 (0)83 227 1797
E-mail: amanda@mobiguide.co.za
Web: www.mymobiguide.com
Twitter: @mobiguide
Facebook: www.facebook.com/mobiguide

Mobiguides

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