COMO RAZIO˃ Gabriel Eisencraft˃ Andres Perez˃ Mona Rahimian˃ Qiong Wang

Tutor: Marco Minghini

˃ The Project

> Project:

Mobile application

Promoting tourism in the city of Como

Exploring the Rationalist identity

> Partners:

Confindustria Como

Como Order of Architects

> Our Team:

Management team

Programming team

Tutor

03:11 PMCOMO RAZIO

COMO RAZIO

˃ The Steps

MARKETING PLAN

PERFORMANCE MEASUREMENT

SYSTEM

BENCHMARKING

FUTURE UPDATES

REQUIREMENTS ANALYSIS

MATERIAL SELECTION

ASSESSING CUSTOMER

NEEDS

APPLICATION DESIGN IMPLEMENTATION

TIME CONSTRAINTS

03:11 PM

COMO RAZIO

˃ The Marketing Plan03:11 PM

Methodology Market Definition

Segmentation and Targeting

Competitive System

Customer Behavior Analysis

Customer Base and Customer

Satisfaction

SWOT Analysis Value Proposition Marketing Mix

COMO RAZIO

˃ The App Design03:11 PM

> Android 2.2 and above

> Widgets-based Android XML layouts

> Internal data storage using SQLite database

> Map interface based on Open Source technologies (OpenStreetMap and CloudMade)

During recent years, the city of COMO has been facing a massive decrease in the number of installed companies and in the capital employed in the region. In order to protect the local economy from the risk that these facts represent, COMO Order of Architects, supported by Confindustria COMO, has decided to launch a mobile APPLICATION that impulses city tourism leveraging its unique collection of buildings belonging to RATIONALISM, an Italian architectural style dating back to the 1920s and 1930s and based on the principles of Functionalism. The motivation behind this initiative is not profiting from the sale of the APPLICATION or from revenues produced by advertisement, but helping to develop the local economy through promotion of tourism in the city, one of its most significant industries. Due to the ubiquity of Internet and the increasing popularity of mobile APPLICATIONs, mobile devices have become a popular target for marketing strategies. Our product responds to a simple need: providing access to data for the general public with an attractive interface through a popular mainstream channel. Said so, COMORazio is a mobile APPLICATION which utilizes geo-location tools to guide tourists along a predefined route that includes the most important samples of the unique rationalist heritage of COMO. Designed for Android devices, it offers a variety of information about rationalist buildings and the most relevant architects of the movement, including official data and professional pictures. Some extra features such as instructions on how to reach COMO and suggestions of bars, restaurants, hotels and city events will be also available for the tourist (some of them will be implemented in further versions of the APPLICATION). During recent years, the city of COMO has been facing a massive decrease in the number of installed companies and in the capital employed in the region. In order to protect the local economy from the risk that these facts represent, COMO Order of Architects, supported by Confindustria COMO, has decided to launch a mobile APPLICATION that impulses city tourism leveraging its unique collection of buildings belonging to RATIONALISM, an Italian architectural style dating back to the 1920s and 1930s and based on the principles of Functionalism. The motivation behind this initiative is not profiting from the sale of the APPLICATION or from revenues produced by advertisement, but helping to develop the local economy through promotion of tourism in the city, one of its most amazing.

COMO RAZIO

˃ The Final Product03:11 PM

> > skip to the app

COMO RAZIO

˃ The KPIs03:11 PM

> Mission:

“To present to the world the unique sample of rationalist buildings of the city of Como and bring visitors in order to boost the city’s tourism market.”

> CSFs:

Easy to find/download

Developing Partnerships

Highly Informative

Great Usability

No technical Problems

> KPIs:Search Engine OptimizationMonthly Downloads RateDownloads in the Last 30 DaysPromotion PartnersNumber of BuildingsNumber of ArchitectsNumber of LanguagesCustomer RatingCustomer Complaints

COMO RAZIO

˃ The Future Updates

> Future Events

> Social Networks

> iOS platform

> Other Destinations

> Open Source

> Promotion of sport events, cultural festivals, hotels, restaurants etc.> Revenue streams

> Developing the same application for iOS> Targeting new customers

> Connecting the app to social networks> Interactivity (“like”, “check-in”)> Word-of-mouth

> Developing similar applications for other destinations> Milan Expo 2015

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COMO RAZIO

˃ The End…

… or just the beginning.

Try it yourself at play.google.com !

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COMO RAZIO

˃ The Support Material03:11 PM

COMO RAZIO

˃ The SWOT Analysis03:11 PM

STRENGTHSAcademic background

Competent supervisionMulti-competence team

Innovative product

WEAKNESSESLack of experience

Resource constraintsOnly for Android

platform

OPPORTUNITIESNew market niche

First-mover advantagesIncreasing smartphones

salesIncreasing Android

market share

THREATSTime constraintsNo entry barriers

COMO RAZIO

˃ The 4P Model03:11 PM

• Mobile application including information about the rationalist architecture in the city of Como.

PRODUCT

• applications for free, revenues from increase in tourism.

PRICE

• Google Play (former Android Market).

PLACE

• Advertisement in tourism websites, social networks and tourism magazines.• Advertisement in architecture magazines, architecture courses and universities.• Promotions in bars, restaurants and hotels.

PROMOTION

COMO RAZIO

˃ The Customers03:11 PM

Regular Tourists

• Tourists coming to visit Northwestern Italy• Use the app as a tool to guide their visit• Segmenting: technology, age• 1.7 million potential customers per year

Architecture-Interested Tourists

• Architects, students, art lovers• Searching for information• May come from whole Europe• More patient, willing to search• 300 thousand potential customers per year

COMO RAZIO

˃ Buying Process03:11 PM

Initiator

•Tourist.•Family

members, when starting to plan the trip or even the day-off.

•Advertisement in touristic places (restaurants, bars, hotels etc.).

Influencer

•Other tourists who may have used or seen the application before (word-of-mouth).

•Advertisement in tourism websites.

•Comments on tourism forums or in the application reviews.

Decider

•Tourist. The decision making process is actually quite simple, since the application can be downloaded for free, which means that the once the customer realizes the existance of the product and gets minimally interested, he/she will not spend too much time or effort to decide.

Buyer

•Tourist, although there is no actual purchasing process (the download would be the purchase).

User•Tourist.

Initiator

•Architecture-interested tourist.

•Other tourist who may have used or seen the application before (word-of-mouth).

•Professor (in the case of architecture students).

Influencer

•Other tourists who may have used or seen the application before (word-of-mouth).

•Advertisement in architecture websites.

•Comments on architecture forums or in the application reviews.

Decider

•Architecture-interested tourist. The decision making process is actually quite simple, since the application can be downloaded for free, which means that the once the customer realizes the existance of the product and gets minimally interested, he/she will not spend too much time or effort to decide.

Buyer

•Architecture-interested tourist, although there is no actual purchasing process (the download would be the purchase).

User •Architecture-interested tourist.

> Regular Tourists > Architecture-Interested Tourists

COMO RAZIO

˃ The Chosen Platform03:11 PM

20%

11%

7%

6%

44%

12%

Foreign tourists by country of origin

Germany

France

UK

Spain

Europe (Others)

World (Others)

54.8%17.2%

12.8%

15.2%

Sales in Italy (July/2012)AndroidiOSSymbianOthers

65.7%

16.0%

18.3%

Sales in EU5 (July/2012)

AndroidiOSOthers

Source: http://www.androidauthority.com/samsung-europe-market-share-july-2012-android-106382/

COMO RAZIO

˃ The KPIs03:11 PM

CSF KPI Definition How to Measure Frequency

Search Engine OptimizationThe rank of the app in a search engine.

The lower, the better.Rank in Google Play search engine when the words "Como" and "architecture" are typed

Weekly

Monthly Downloads RateThe average of downloads of the app per

month.Total number of downloads (provided by

Google Play) divided by 30Monthly

Downloads in the Last 30 Days

The number of downloads in the last 30 days.

Number of downloads in the last 30 days (provided by Google Play)

Weekly

Developing partnerships Promotion Partners Number of partners promoting the app.Number of partners advertising our app

(physically or virtually)Monthly

Number of Buildings Number of buildings included in the app. Number of buildings included in the app Semiannually

Number of Architects Number of architects included in the app. Number of architects included in the app Semiannually

Number of Idioms Number of available idioms for the app. Number of available idioms for the app Annually

Great usability Customer Rating Customer's evaluation of the app. Rating in Google Play Weekly

No technical problems (bugs)Customer Complaints in the

Last 30 DaysNumber of complaints in the last 30 days.

Number of complaints in the last 30 days (Google Play)

Monthly

Easy to find/download

Highly informative

COMO RAZIO

˃ The Use-Cases03:11 PM

The application will provide a graphical interface to visualize a map with a route of waypoints

The visualized map represents the route of a guided tour. The default start point is the one closest to the current user’s geographic position

The application will provide an option on the map view for navigation of the waypoints

The map view has the option of navigating among the waypoints and selecting the start point of the tour

The application will provide a graphical interface for exploring additional information from the points of interest

The data sheet of the points of interest is accessible from the map view and from the data exploratory view

The application will track user's geographic position and provide directions to points of interest

Each point of interest has a location attribute associated, it is used to find directions from the user’s current geographic position to the point of interest

The application will provide a graphical interface for exploring the dataset of the architects who designed the points of interest

Information from all the architects who designed the points of interest is available to be explored in a non-map view

The application will provide a graphical interface for exploring the dataset of the points of interest

Information from all the points of interest is available to be explored in a non-map view

The application will allow users to give reviews about the points of interest

Each point of interest may receive reviews from tourist application users

The application will allow users to register using his account on a social network

User reviews will be published and stored into some social network

Use-Cases