Powerpoint Templates Page 1 Le applicazioni “mobile”, un’opportunità per promuovere il...

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Le applicazioni “mobile”, un’opportunità per promuovere il territorio

Università degli Studi di Pavia

Corso di Laurea Magistrale Interfacoltà in

Comunicazione Professionale e Multimedialità

Tesi di Laurea di Piera Selis

Relatore Prof. Marco Porta

Correlatore Prof. Massimo Cellario Anno Accademico 2010/2011


Mobile Revolution

Mobile telecommunications

Diffusion of increasingly new mobile devices

More and more users connecting to the Internet with mobile devices

Faster and faster broadband transmission

Mobile-oriented content developed in the form of applications

technological innovations


Role of the mobile phone

Mediamorphosis process

• from cumbersome apparatus for voice traffic to a network terminal compatible with IP Protocol

Mobile telephony is a constantly evolving technology


“Smart” mobile devices

Smartphone and tablet:

• new generation devices

• devices with advanced functionalities

• operating system

• IT platforms

• customizable tools


Mobile applications

• additional functionalities

• greater usefulness

• customization


Mobile applications

“native” applications

web app

• specific platform

• specific programming language

• hardware characteristics of the device

• optimized website

• every device has a web browser

• standard web technologies

• fruition (almost) similar to native apps• no access to hardware components


Tourism applications

• guidebooks

• “fellow passengers”

planning routes and itineraries

Tourism development

potential and advantages of mobile initiatives related to a territory


Mobile tourism

Different communication devices and information:

• high interactivity and customization

Tourism offers added value:

• targeted information

New needs of the “always on” tourist:

• high informative context

• new travel experience


Geolocation, Augmented Reality, QR Code

Significant tourist information opportunities

It identifies the real position of a person using digital information processed by the Internet

location-based services:

Geolocation

• extraordinary mobile devices functions

• extremely customized

• specific information



• additional information

Virtual elements to the physical world “increase” the sensory perception of human beings

Augmented Reality

• attractive visualization



QR Code

Bidimensional code allowing fast interpretation of associated content

web page access

• digital camera

• specific software

• Internet connection

multimedia content fruition


QR Code

widespread technology

rail stations, magazines, bus stops, product packaging

Tourist industry

• higher emotional impact

• more immediate interaction


Tourist applications, some examples:

LayarAugmented reality mobile applications

Localization:

• display digital information overlapped with real pictures

• different levels

display tourist information

find close point of interest: bars, shops, monuments


Tourist applications, some examples:

Wikitude

Detailed information about the surrounding environment

View the nearby points of interest

• information about distance

• about position

• description of the place


i-Sola: a tourist application for Sardinia region



Mobile technologies potentials:

Promote places normally not considered by the tourist industry

Additional features:

• new events and tourist services

• improve tourist promotion



Inhabitants

Tourist activities

Tourists:

• cultural and landscape heritage

• authentic travel experience, fun and educational

• unique places

• fascinating traditions

• typical wine and food

• museums, hotels, restaurants, handicraft products


smartphone and tablet

tour guide

• useful

• intuitive

• easy

• original

• amusing

Functionality and distinctive aspects


Interface features

specific categories

• name of the application• logo

• icon

Next screen access

homepage:

• picture

• menu


Interface features

“Scopri”:

• name and picture of the city

• subcategories

Updated information about locationAvailable services in the surroundingsGeneral information


Interface features

Same structure

Picture related to place selection


Interface features

“Dove mangiare”:


Interface features

“Eventi”:


Interface features

“Mappa”:


Interface features

“Attività”:


Scenario of “Discover Sardinia”

possibility to read historical information

Game:• augmented reality

• GPS

• digital camera

• magnetometer

Digital camera activationMonument recognition

Information level overlapped with reality



Find the piece of a puzzle

Indication of the next monument

New piece

Completion of the puzzle:

• after visiting monuments

• after reading historical informations

the tourist finds the image of an event

gain a prize



Image:

• information about the event

• push the tourist to partecipate

The game is not over

A message invites to continue the game

• The user reaches the event’s location• Takes a picture

• Shares on Facebook

Gains further prizes:

• A minute of free connection for every “like” to the photos• After 20 “like” a 20% discount in an agritourism of the area



Visiting particular places

Shopping on sardinian shop

Taking part in particular event

Absorbed by the game:

• default itinerary

• alternative trip

• useful and recreational components


A new approach for tourism communication

Tourism promotion for the internal regional area

characteristics inproving Sardinian territory

“Intelligent” advertising board

• located in strategic places

• event or places

• QR Code and AR technologies


A new approach for tourism communication

• high interaction

• more information

• greater curiosity


Conclusions

• once limited technologies (employed in specific fields) are now commonly used and can serve to relaunch the economic sectors

• tourism can completely apply these technologies to create personalized events for an informed tourist


Thanks for your attention

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