Ulrik Bülow

CEO DT
 Merge of IT, biotech, mat., energy.tech.

Nanotechnology

Pervasive computing

Microprocessors

Shrinking
Workforce
Personal involvement, selfrealisation

Collektive individuality

Situationbased consumption

Informationoverflow, shrinking loyalty
Pervasive computing
 Device Centric View

Ma
il o ice
V
Brow
s e
ing Offic
New s
Movies

Payments Games

s Mus
Map ic

a d io Fot
R o
 Customer Centric View

Mo
bile o n e
pho
le ph
ne o b i
V Fixe
d ph
one
M
- M a il M
PC
O PC
Letter
A
I Meeting F AX I
C Vide
o Tele
grap L
h
E R a d io TV S
 Customer Centric View

Mo
bile o n e
pho
ne
M o b ile ph
M
PC - il
Mail M a
N PC -
O
TV
Video
E V
Radio Television
W I
r Thea
Pape
S tre
E
Ho
Fax tel
S
 On line penetration 2006

120
100
80
60
40
20
0
Danmark Tyskland Holland Norge Sverige Storbritannien Sydkorea

ISDN ADSL Kabelmodem FWA FTTB

 It’s only the end of the beginning
Genomsekventering Sensor-
teknologi
Bioteknologi Informations-
teknologi
DNA-
computing
Bio-produktion Biochips Quantum
computing
Molekylær
Bionics elektronik
Mobil
Bio-energi energi Nanoteknologi

Energi- Materiale-
teknologi Intelligente teknologi
Brændsels- materialer
celler
 The Time Game

100%

Work/Duty

50%

Leisure Leisure

Sleep
0%
Birth Age
Impact on behaviour

•Son/Daugther

•Pal

•Boy-/ girlfriend CAREER LIFE

•Parent

•Grandparent
Epikurus and Karl Marx
 Experience Economy
Differentiated
Relevant

Consumer need
Experience
Attractivity

Service
Quality
Product
Raw
materials

Me to Irrelevant
Low Price High
 Cases

• Storytelling Danish Inns

• HC Andersen 200 years
• Royal wedding
• Frits Hansen / MOMA
• Glyptoteket / British Library
• Events
Subscription /100 capita DK
..Consumer centric value chain
Travel

Meetings

Shopping
The Portal to Denmark
E Bus testcampaign
Germany and Norway
 On line/off line test
Skabe interesse og opmærksomhed omkring
Kendskab  danske feriehuse

Interesse Skabe incitament til at booke feriehusene så

 tidligt som muligt

Ønske  Være inspirationsskabende i forhold til at

holde ferie i Danmark

Handling  Generere leads til partnernes online

bookingsystemer

Genkøb Generere salg

 Campaign elements
• 2 banners and 1 microsite
 Evaluation
• Avrage ROI of 136 pct. per partner
• Despite Murphy’s law
• Competitive click and conversion rates.

• Learning Points
• Tracking is key
• Minimize clicks
• Road from look to book must be short and easy
 Create picture
holiday albums
and tours

WEB holiday schedule

Share with
other travel-
lers on visit-
denmark.com

MOBILE ... and friends

holiday (SMS & MMS
schedule via mobile)
& GPS
guide/map
 E Tourism Tools
LOCATION-BASED
SERVICES

Security
Trigger Services Micro payments ICQ Services
Services
112

Location Location People

Key Asset Service Navigation
sensitive sensitive
billing Information functionality tracking tracking services finding

Entrance fees Advertising

Invoice Tourist inf.
Parking
 Who will dine ?
Who will be dinner ?
 Who will dine ?
Who will be dinner ?
Ulrik Bülow
CEO DT
Thank You