1. Im high on Wifi Paul Baron, Group Manager Online Marketing,
Tourism Victoria July 2015
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4. Tourism in Victoria $19.6 billion to Victorias economy or
5.8 per cent of the total Victorian economy Employs approximately
203,000 people or 7.0 per cent of employment in Victoria 5 m
interstate visitors and 13 m intra-state visitors 2.1 m
international visitors In 2014 Victoria experienced a year-on-year
increase in domestic overnight visitor expenditure (+14.1% to $11.5
billion), compared to a 5.7% increase nationally
5. Tourism in Victoria Between 2010 to 2014, international
overnight visitors to Victoria have grown at an average annual rate
of 7.7%, outperforming the national average (+4.3% p.a.), and
growth for all other states and territories, including: New South
Wales (+3.1% p.a.) and Queensland (+1.5% pa.).
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7. Some Digital Trends 2015-2017 Will the concentration an
exploitation of market power (Priceline/Expedia) drive opportunity
and an increase in digital conversion providers ? Social
fragmentation? Looked like it a year ago but havent seen platforms
like Ello enter the mainstream yet Marketers will continue to
create, curate, distribute more content Cloud based everything,
internet of things, wearable technologies, watches, augmented
reality etc boringly obvious but implications still emerging
Increased focus on social engagement and conversation driven by
data Mobile at destination as information source, Hyperlocal
content & conversion data data data 9
8. Mobile & data and wifi of course 10
9. Mobile & data and wifi of course 11 We've added the
user's location when they switch on Nearby Mode into Google
Analytics; which opens the way to more geographic analysis and
opportunities. e.g. the highlighted person below is looking at
driving around the Grampians
10. Mobile & data and wifi of course 12 They're sitting
here, in the Netherlands
11. Mobile & data and wifi of course 13 In this
restaurant.
12. A focus on visitors The nexus between proximity, wifi and
mobile Proximity technologies increasingly used in marketing and to
better understand consumer behaviour, customer experience insights
Companies like Blix, iProximity, Sprockit and Proximity are
providing these services and technologies for retail environments
Can these technologies be applied to a city or state and what does
it mean for the future?
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15. Free wifi for Melbourne, Bendigo & Ballarat
16. How did we get here? First discussed over 10 years ago
Breakthrough came when it was included as part of the then
Governments IT strategy Tourism seen as the main driver but the
project resonated with a new CIO for government and the desire to
position Melbourne as a modern innovative technology capable city.
The premier picked it up and Ballarat and Bendigo include in the 5
year program
17. Whats next Ability to see Melbourne like a retail store to
better optimise visitor and resident experience, assist with
investment. Should the data be made available? Who, how and what
sort of governance? Offers greater city engagement through access
to mobile websites and apps and social channels Consideration given
to beaconising the city can the combination of wifi & beacons
provide a hardware platform that others can write to Brand
Melbourne as a modern, stylish and sophisticated city
18. Telecommunications problems not solved Telstra offering 30
mins free wifi near their pay phones ultimately likely to only be
available to Telstra customers Regional locations struggling with
adequate internet/mobile access At events in Regional locations
like Bright, Grampians etc internet access grinds to a halt credit
card machines stop working, even the ATMS fail Submissions to the
federal Regional Telecommunications review Importance of
telecommunications infrastructure to the tourism industry and
visitor experience