Who? What? How? Define the main competition, & other closely related services. Define the kind of information these services should deliver & to what kind of user. related services. Define the alternative business models that are appropriate for the service. related services.
Who? Define the main competition, & closely related services. There are a number of different services already established:
British independent company making hardware for tour guide systems based on specialist equipment Have not moved into Mobile devices yet.
Who? English phone technique company with special subsidiary for Mobile tours Hosted calls for Museums, Galleries and Public Arenas. line rental lump sum or monthly payments...€170 (36 month), client earns 50% of royalty after monthly cost covered. Also offer offer content management service
Who? Company developed from a project at the Umeå Institute of Design under the direction of Kent Lindberg. RFID based systems for libraries and museums No mobile phone/ smart phone applications as yet
Who? American company making Mobile audio guides as just one of many services they provide You can load audio content through a special recording telephone line, or by uploading any MP3 or WAV files. They also provide a dial-in line linked to a local phone number for visitors to listen to content. Once it’s created, each tour is accessible 24/7 from any phone – visitors simply dial the provided number before, during, or even after their visit, and use the keys on their phone to hear audio tracks. prices only case by case http://www.guidebycell.com
Who? American company providing mobile guide technique and management. Fixed Monthly Hosting Plan The fixed monthly hosting plan starts at $50/month for small venues. A standard starting point is $40 per month. Visitor usage in excess of 800 minutes is priced at 5.3 cents/minute.
Who? Swedish independent company Calls are charged at 0.6 SEK to the client (not the listening customer who only pays the standard call rate). A subscription ids for a minimum 12 month period and involves a monthly handling charge depending on the content. The listing customer enters a four or five digit number to access the correct audio information.
Who? Belgian company providing a selection of free downloadable guides. Full tour guides cost ca. €5 other revenue stream comes from content interests such as restaurants and hotels.
Who? Dutch independent company mainly working in co-operation with rail companies Aps for sale for mobile devices with full browsers and smart phones. Fixed monthly price to client (rail company etc.): € 280
French independent company with American Subsidiary Mainly build custom handsets but have begun selling aps for smart phones and customers own mp3 players Kits €3000-5000....no fixed price available for software solutions, quoted by job Who?
American company Making audio guide books that are free to download. Also offer a piece of software for creating own apps All seems to be a lead loss for their production company
Who? French company producing Audio Guidebooks Min charge €3 Video & MP3
Who? Owned by BBC worldwide, publish ordinary books + Podcast versions Cover places of interest, hotels, shopping, land travel, flights, insurance 500 travel guides covering 195 countries Aps and Mp3 versions also available Example: Apple phone app London guide 45 SKR
Who? British company started by two students in 1981. Started with traditional guidebooks concentrating on innovative content approach Visually based with minimal Audio content.
Who? Free service provided by National Gallery for one specific event in London Download and be guided through a street exhibition of classic and famous art
Who? Israeli company specializing in museum systems. Build specific hand sets but also design and distribute Aps for smart phones
Who? California based company that is a devision of Webtigo. tour guides cost ca. €6 for 45 mins
Who? British company making MP3 guides. Selling iPhone aps & with smart phone aps on the way. Several hundred guides in archive.
Who? Washington based travel guide company. Distribute a free iPhone ap. Several hundred guides in archive.
Who? member based on line co- operative community, sharing content generation. Some guides free, some cost...up to $10
Who? British tour guide company Only UK Towns Guides around €7
Who? There are 8050 travel related aps on Apple’s App store....Most do not utilize audio to convey information.
What?...kind of information do these services deliver & to what kind of user.
What?...kind of information do these services deliver & to what kind of user. - Historical/cultural information - General tourist information - Centered guidance (Galleries, museums) - Mobile marketing content (text)
What?...kind of information do these services deliver & to what kind of user. - Historical/cultural information This is the expected guide information covering the desired target location: Architecture, cultural and political history, geography, concerts, galleries, parks and other places to visit.
What?...kind of information do these services deliver & to what kind of user. - General tourist information This is the expected general guide information covering the desired target location: Items of interest, commerce, hotels, travel, restaurants, bars, shopping, cinema, theme parks, day trips etc.
What?...kind of information do these services deliver & to what kind of user. - Centered guidance This is guide information centered on specific locations and events: Galleries, museums, stately homes, gardens, institutions, etc.
What?...kind of information do these services deliver & to what kind of user. - Mobile marketing content This is often unexpected information reflecting commercial interests at target location: Special offers, ticket news and prices, menu information, new event information, opening times etc.
What?...kind of information do these services deliver & to what kind of user. - Tourists - Visitors - Targeted groups (Schools, Interest groups, Customers)
What?...kind of information do these services deliver & to what kind of user. - Tourists These are often individuals with little or no previous knowledge of the location or how to exploit it to the full.
What?...kind of information do these services deliver & to what kind of user. - Visitors/residents These are individuals with some or a lot of previous knowledge of the location.
What?...kind of information do these services deliver & to what kind of user. - Targeted groups Schools, Interest groups, Customers These are specifically targeted groups of individuals who are involved in a specific location or event; Schools, Interest groups, customers, etc.
How? Define the alternative business models that are appropriate for the service. - Different payment methods - Narrative (teaser links) - Added value (graphics & on line)
How? Define the alternative business models that are appropriate for the service. - Different payment methods
How? Charges to Target Site 1. Flat rate charged to Target site owner, free for user. 2. Rolling rate charged to Target site owner, free for user. 3. Flat charge + per user charge. 4. Flat charge + per use charge. 5. Free
How? Charges to User 1. Flat rate for full download 2. Free first download with set cost per successive chapter 3. Free first download with Sloping scale based on size and quality of download chapter.
How? - Added value (graphics & on line)....There is a potential to add graphics and simple animations for smart phones...also a connection to a more comprehensive on line presentation. Ex. Drawbridge at Kalmar Slott.
Conclusions the industry is made up of three kinds of players: 1. traditional who have not yet embraced the new technology and shift to own technology & integrated cultural media. 2. Established tour guide companies who are moving into mobile services. 3. New companies utilizing their mobile know-how, to move into guide content.
Conclusions There is a radical shift from technology driven solutions, to content focused solutions that use existing customer technology This means two factors will dominate: 1. Quality of content 2. Originality of presentation