James Burnes, CEO of Mobiltopia (www.mobiltopia.com) presents to the Indiana Department of Tourism's New Media Workshop on how the mobile web will impact the future of tourism and what organizations need to consider.

1. James Burnes
CEO & Founder
james.burnes@mobiltopia.com
(317) 426-0865

4. “smart phone” “standard phone”

5. Web sites that work here. Don’t usually work here.

6. New, proprietary ‘app stores’ are evolving to provide consumers with
custom software for individual mobile device operating systems.

7. Apps Sites

8. SMS
Text now:
Short message “mobiltopia”
to 50500
service aka
“Texting”

10. Google Droid takes
off, 4G Begin
iPhone Debuts
Introduction of 3G Networks
Smartphones debut
iTunes App
Store Debuts
2G Introduced
1999 2001 2003 2005 2007 2009
Mobile Internet shifts from
business professionals to
Internet on cell phones
housewives, teens and casual
begin to see limited use,
adult consumers
primarily for email
Web browsing begins to 2010 begins with 1 in 3
emerge as speeds improve. US mobile phone users
Still primarily used for surfing the Internet on
business applications, email. mobile devices

12. 4G
3G
2G
1G
1999 2001 2003 2005 2007 2009 2011 2013

13. Mobile Broadband
Subscriptions
Fixed Broadband
Subscriptions
2006 2008 2010 2012
Source: Ovum, Strategy Analytics, Ericsson

14. 51%
33%
1999 2001 2003 2005 2007 2009 2011

16. Source: State of the American Traveler Survey, Destination Analysts, July 2010

17. Q. What did you use your mobile
device for while travelling?
Source: State of the American Traveler Survey, Destination Analysts, July 2010

18. Web sites that work here. But don’t work here

19. • Small screens, often less than ¼
the resolution
• Awkward input for navigation
without a mouse
• Long download times
• Design UI that doesn’t reflect how
consumers browse on mobile
devices
*IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.

20. • 68% Look up shopping info about an
item to purchase online
• 68% find address and store hours of
preferred store
• 45% Look at third party or consumer
reviews of product during the purchase
process
• 43% Look for retailer or product
coupons
• 36% Check price of product while in
store to determine ‘good deal’
Source: Compete Smartphone Intelligence Survey, Q3 2009

21. % of smartphone users have made a purchase directly
with their phone in the past 6 months.
Source: Compete Smartphone Intelligence Survey, Q3 2009

22. % of smartphone users who tried to make a purchase
online but where unable to do so because the site
would not load or work on their phone.
Source: Compete Smartphone Intelligence Survey, Q3 2009

23. % of smartphone users who tried to make a purchase
online but abandoned the process because site was
not optimized specifically for their device.
Source: Compete Smartphone Intelligence Survey, Q3 2009

24. How Customers Are Turning
to their phones for information

25. % of users who bought smart
phone with main purpose to
check email

26. % of users who bought smart
phone with main purpose to
participate in social media

29. The mantra
for tourism destinations
seeking to compete in the
Mobile Age.
“Anytime, anywhere.”

30. Two challenges
1. Marketing offsite
2. Engaging onsite

34. #1

35. #2

36. #3

37. #4

38. Development Cost: $5-100k $1.5-15k
Hosting Cost: N/A $60-$150/mo
Maintenance Cost: Varies. Typically minimum of 10% of Varies. Simple content
original cost for any change. For changes may cost less than
‘upgrades’ or feature enhancements, $100, complex changes or
costs can quickly exceed 25% of upgrades vary per
original cost. requirement.
Platforms: Each platform requires new version of Mobile site works on all
app to be created. platforms.
Time to create: 2-12 months 5-15 business days
Marketing cost: Varies per project. No additional investment
required.

39. #5

40. #6

42. Let’s finish with an
opportunities audit

43.  How might your patrons use mobile devices to
interact with your venue while on site?
 How could you use mobile platforms to provide a
deeper, more meaningful experience for an
exhibit?
 What can you change, today, that would drive
more content creation from your users?
 What new funding and sponsorship opportunities
could integrate brands into your exhibits?

45. Thank you!