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NFC in Tourism

Masterthesis Presentation
by

Jessika Weber

on 19 September 2012

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Transcript of NFC in Tourism

A Conceptual Design of Application Cases for NFC-enabled mobile Destination Cards NFC in Tourism VISION & MOTIVATION New Technologies emerge the Market (Market Push/Pull)
Enhance User's Experience throughout new Technologies
Smartphones as Swiss Knives
Mobile Internet & Omnipresent Connection
Internet of Things RESEARCH AIMS & OBJECTIVES SCIENTIFIC DESIGN FINDINGS II Problem Statement ICT CRM Challenge of a Changing Market
Competitive Advantage / USP
Understand customer's Needs & Desires
CRM-Tools ... are based on and comprise of the functionality of current destination smartcards, but are implemented into NFC-enabled mobile devices which allow using mobile device features (camera, GPS etc.) with the features of a virtual loyalty card. NFC-enabled virtual
Destination Cards METHODOLOGICAL APPROACH Advantages Visualise complex connections and relations
Provide orientation on a problem
Provide transparancy
Easy way to present complex information
Multidimensional perspective
Alternatives and anticipated prospects
Flexible process (Method Mix)
Consistent future projections Disadvantages High expectations of capability
Numerous variations & Flexibility
Sources of error (field definition)
Increasing complexity of the problem
Errors in information collection
Human factor & Subjectivity
Inadequate knowledge of the method
Quality of the process Attitude towards Acceptance
Business Model
Convenience to Use
Security
Costs
Role Allocation
Diffusion of NFC Scenario...
is a possible situation in the future which is based on a complex network of influence factors.
can cover an exposition of a development which leads from the present into the future Conceptual Design Statement of Choice Multiple Futures & Network Thinking
Scenarios as the "state of the art" method (discontinuities and uncertainties)
Integration of qualitative factors
Flexible Research Design
Future Picture of a defined Topic Key Factors of Influence Influence Matrix System Grid Business Model Findings I Attitude towards Acceptance Theory of Diffusion (Rogers)
Timeframe a new technology is adapted
Theory Acceptance Model(Davis)
Reasons to apply/reject a new technology according to
Perceived ease of use
Perceived usefulness Mobile Network Operator Centred
Destination Management Centred
Application Service Provider Centred Convenience to Use Easy to use
Difficult to use Security Low Security
Average Security
High Security Research Question 1:
What are the influence factors, which determine the concept for application cases of NFC-enabled virtual destination cards?
Research Question 2:
How can the conceptual design of application cases for NFC-enabled virtual destination cards be designed? 3 Scenarios MNO-centred DMO-centred ASP-centred REQUIREMENTS FOR IMPLEMENTATION Adaption of new mobile Technologies (NFC)
Confidence of NFC and Transparency
Security of NFC
Different Role Allocation within DMO
New Co-operations
Provide NFC Infrastructure
Marketing
Creativity and Added Value
Tourist's Involvement and Experience
Investment CONCLUSION NFC-enabled virtual Destination Cards...
Barely researched and new Topic
Not yet established Technology (highly discussed)
Low Diffusion and Adaption Rate
Investment (Infrastructure, Systems, Marketing)
Standardised Platform independent Framework
Restricted Field Trials / Edge of Commercial Launch
Multiple Future Scenarios
High complex Ecosystem
Reallocation of established Roles (NFC & DMO)
No Concrete Use Case
Insecurity of Future Scenario & Launch Strategy
1. Level: NFC-based Smartcards
2. Level: NFC-enabled virtual DC DEFINITIONS Short range technology to exchange data formats between two mobile devices or a device and an NFC tag (chip)
Standard is based in RFID
By simply bringing two mobile devices together (few centimeters), NFC is triggered
Enables communication, m-payment, access, card emulation NFC Destination Cards CRM-Tool
Bundle products and services of a Destination (regional limited)
Provide access, bonus and payment
Service Offer: All inclusive, Bonus or Payment Cards
Valid for the length of stay, few days or 24 hours
Business Model: Payment or Apportionment Financed
Technology: Barcode, Magnetic Stripe or Smartcard Business Model:
Standardised NFC-based loyalty App is pre-installed on customer's device (increases diffusion)
Customer unlock functionalities with a Secure Code from the DMO
Ability to run more loyalty card at the same time
Acceptance: widely due to open NFC infrastructure
Convenience: high (pre-installation, standardisation)
MNO is responsible for Security (Data
Costs are manageable
DMO: Infrastructure, Marketing
MNO: NFC application Business Model:
Individual NFC App
DMO=Owner of Customer Data
Different standards
Provide touristic service providers with NFC Infrastructure (Download, Register)
Acceptance: moderate due to local Availability
Convenience: App needs to come to the Customer!
High security level
Costs are high
DMO: Infrastructure, Marketing, NFC App Business Model:
Standardised NFC App
ASP (SKIDATA, innovators)=Owner of Customer Data
Different standards
Open information (crowd sourcing platforms)
Provide touristic service providers with NFC Infrastructure (Download, Register)
Acceptance: moderate depends on market share
Convenience: Innovators & first movers will survive!
Security of Private Data is unknown
Cost intensive: Marketing, NFC App development
Full transcript