Issuu on Google+

Technology Solutions for Tourism Conference 2012 Thursday 23rd February Part 5: Case Study – Alan Gibson, Edinburgh Festival Fringe and Gavin Dutch, Kotikan Monetising the Fringe Festival App

Wednesday, 14 March 2012


Monetising the Fringe Apps Alan Gibson & Gavin Dutch

Technology Solutions for Tourism

Wednesday, 14 March 2012


The Edinburgh Festival Fringe is the largest, open-access arts festival in the world. The Fringe Society exists to: • Advise, support and encourage all participants at the Festival Fringe • Provide comprehensive, accurate and up-to-date information and ticketing services, to its participants and the public • Promote the entire Fringe as a festival in the context of Edinburgh and other festivals.

In 2011 258 venues

21,912 performers

41,689 performances 2,452 shows 1,877,119 tickets issued

Wednesday, 14 March 2012


Why Invest in Mobile? • The Fringe programme – Print run 400,000 copies – Expensive to distribute – Environmental impact – 68% use as their main source of information

Wednesday, 14 March 2012


A Brief History • 2009 – Festivals Edinburgh partnership – A listings app to help navigate Edinburgh’s summer festivals – Cost £1.69 – 1,650 downloads

Wednesday, 14 March 2012


A Brief History • 2010 – Fringe branded – Free to download – Exclusive Half Price Hut feed – Store favourites and planner calendar – 22,519 downloads - 369,000 sessions

Wednesday, 14 March 2012


A Brief History • 2011 – Support From Virgin Money/Arts & Business Scotland – Develop for Android platform to increase reach to smart phone users – Develop mobile ticket purchase on iPhone and Android as additional sales channel to edfringe and box office

Wednesday, 14 March 2012


The Techie Bit • Platforms – Why not mobile web – Why Android?

• Challenges – Keeping listings current – Creating a positive user journey – Multiple box office systems – Transaction security – 2 months to deliver

Wednesday, 14 March 2012


Design • Usability is paramount in delivering a positive app experience

– Optimizing experience for mobile – Text input is painful on a mobile – No need for shopping baskets – Account management for new and existing Fringe customers

Wednesday, 14 March 2012


1 Wednesday, 14 March 2012


To achieve that one tap

Wednesday, 14 March 2012


Transaction Processing • Box office integration – Using Red61’s VIA box office system – Robust handling of poor connections

• Security considerations – PCI compliance on mobile? – Financial partner required additional assurances – Critical functionality tested as early as possible Wednesday, 14 March 2012


Demo

Wednesday, 14 March 2012


Wednesday, 14 March 2012


Wednesday, 14 March 2012


Wednesday, 14 March 2012


Results • Downloads – iPhone: 32,062 – Android: 13,022 – Total: 45,084 (730,000 sessions)

• 7% Fringe attendees used it as their main source of information – predominantly 15–44 • 9,475 transactions sold 21,000 tickets

Wednesday, 14 March 2012


Added Value for Fringe • Additional ticket sales channel • Marketing tool to attract younger audiences • Fringe Society well positioned to capitalize on the forecast rapid growth of mobile use • Robust mobile platform for future years

Wednesday, 14 March 2012


Thank you

Wednesday, 14 March 2012


Technology Solutions for Tourism Conference 2012 Watch videos and find out more about ETAG: www.etag.org.uk Find out about technology exhibitors: www.etagdigitalexhibitorzone.com

Audio, video and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk

Wednesday, 14 March 2012


Technology Solutions for Tourism: Alan Gibson and Gav Dutch (Edinburgh Fringe)