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The School of Mobile Vol. 2 - The Detail

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Visit Britain: Delivering content via mobile
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Bluetooth informa�on and future Key Highlights:
developments
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• Although Visit Britain’s mobile applica�on came a�er a
Visit Britain are currently working with
business proposi�on from Gideon Mul�media the decision
developing bluetooth informa�onal services
to engage was taken a�er considering what their customers
at major tourist des�na�ons around Britain
would want from such a tool
This would allow travellers to receive in-depth
informa�on related to their loca�ons without
• The applica�on, MobiExplore UK, contains content taken
having to pay he�y data costs. from the Na�onal Tourism Product Database and layered on
In addi�on Visit Britain have considered the MobiExplore system.
developing an LBS applica�on to display
informa�on regarding nearby sites of interest
• Visit Britain’s key goal was to create a tool that would allow
and direc�ons for travellers.
travellers constant access to the latest tourism product
In general Visit Britain currently does not
informa�on culmina�ng in the ability for customers to access
see mobile as being important in a travellers their informa�on offline.
decision to travel but more so in improving
their experience while they are. This highlights
the importance of knowing what you want to
Entering mobile and how it will impact business
achieve with your mobile offering and not
trying to develop something at odds with your Visitbritain.com recently entered mobile proac�vely on the back
key offering or what your customers require of a good business proposi�on.
So how does the mobile
“Compe��ve pressure from all consumer industries was evident
applica�on work? though not direct pressure from any tourism compe�tors.”
- Jus�n Reid, Visit Britain
The applica�on is downloaded to the user’s
mobile phone with all content thus the
Visit Britain sees mobile as most relevant for extending people’s
applica�on is a full offline directory of tourist
stay and inci�ng visits to all regions of Britain rather than as a
and travel informa�on and not a hybrid
applica�on that needs constant data access.
tool to inspire the poten�al visitor to come.
The advantage of this is that once the user
downloads the applica�on there are no more
MobiExplore UK as it is called is an applica�on to provide
data costs un�l they update.
informa�on on the full range of tourist loca�ons and ac�vi�es
in Britain. It is essen�ally an electronic guidebook with a number
The data for the Visit Britain mobile applica�on of added func�ons such as maps and weather updates. Thus the
is taken from the Na�onal Tourism Product
focus is to keep travellers knowledgeable about what tourism
Database (NTPD) and currently Visit Britain
products are available.
exports relevant data and Gideon Mul�media
Visit Britain currently sees
update the mobile applica�on. This happens
mobile as a good content
around four or five �mes a year. Once this
is done users of the mobile applica�on can
distribu�on pla�orm and
sync their mobiles and download the updated
the MobiExplore pla�orm
content.
was a good match in terms
of the ability to carry the
The NTPD is a shared database that is updated content they wanted to
by tourist organisa�ons. show and ease of use at low
cost to the user.
“Don’t have it just as a box �cking
exercise. Find out when your prospec�ve
MobiExplore UK is built
user pick up their mobile phone and look
on the MobiExplore
to use your product.”
-Jus�n Reid, Head of Online Marke�ng ,
applica�on developed by
Visit Britain
Gideon Mul�media.
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