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
ing
e oic V

Brow s

e Offic

New s
Payments
s Map
o adi R

Movies

Games
Mus ic

Fot

o

Customer Centric View
Mo bile pho
bile o one ph

V O I C E

Fixe

ne

d ph

M

one

- Ma PC

il

PC
Meeting
o Vide
o adi R

Letter

F AX
Tele grap h

TV

M A I L S

Customer Centric View
Mo bile pho ne
bile o one ph

N E W S

PC -

Mail

M

- Ma PC

il

TV
Radio
Pape
Fax

Video

Television
Thea tre

r

Ho

tel

M O V I E S

On line penetration 2006
120 100 80 60 40 20 0
Danmark Tyskland Holland ISDN ADSL Norge Sverige Storbritannien Sydkorea

Kabelmodem FWA FTTB

It’s only the end of the beginning
Genomsekventering Sensorteknologi

Bioteknologi
DNAcomputing

Informationsteknologi
Biochips Bionics Molekylær elektronik

Bio-produktion

Quantum computing

Bio-energi

Mobil energi

Nanoteknologi

Energiteknologi

Brændselsceller

Intelligente materialer

Materialeteknologi

The Time Game
100%

Work/Duty

50%

Leisure Sleep
0% Birth Age

Leisure

Impact on behaviour
•Son/Daugther •Pal •Boy-/ girlfriend •Parent •Grandparent CAREER

LIFE

Epikurus and Karl Marx

Experience Economy
Differentiated
Experience Service Quality Raw materials Product

Relevant Consumer need

Attractivity

Me to Low Price High

Irrelevant

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
Kendskab Interesse Ønske Handling

   

Skabe interesse og opmærksomhed omkring danske feriehuse Skabe incitament til at booke feriehusene så tidligt som muligt Være inspirationsskabende i forhold til at holde ferie i Danmark Generere leads til partnernes online bookingsystemer Generere salg

Genkøb

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 travellers on visitdenmark.com

MOBILE holiday schedule & GPS guide/map

... and friends (SMS & MMS via mobile)

E Tourism Tools
LOCATION-BASED SERVICES

Trigger Services

Micro payments

Security Services
112

ICQ Services

Location sensitive billing

Location sensitive Information

Key functionality

Asset tracking

Service tracking

Navigation services

People 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

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