the power of digital - omagh · the power of digital • world’s largest taxi company owns no...
TRANSCRIPT
![Page 1: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/1.jpg)
The Power of Digital
#TourismNIConf16
Dr Peter Bolan
![Page 2: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/2.jpg)
Why is ‘digital’ so
important?
![Page 3: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/3.jpg)
The power of digital
• World’s largest taxi company owns no taxis (Uber)
• Largest accommodation provider owns no real estate (Airbnb)
• Largest phone companies own no telecom infrastructure
(Skype)
• World’s most valuable retailer has no inventory (Alibaba)
• Most popular media owner creates no content (Facebook)
• Fastest growing banks have no actual money (SocietyOne)
• World’s largest movie chain owns no cinemas (Netflix)
• Largest software vendors don’t write the apps (Apple, Google)
![Page 4: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/4.jpg)
Tourism
![Page 5: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/5.jpg)
![Page 6: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/6.jpg)
Source: UNWTO 2015
![Page 7: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/7.jpg)
Northern Ireland
Context
![Page 9: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/9.jpg)
Golf Tourism
![Page 10: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/10.jpg)
Food Tourism
![Page 11: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/11.jpg)
How do we harness these
and compete globally?
![Page 13: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/13.jpg)
The digital landscape
![Page 14: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/14.jpg)
![Page 15: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/15.jpg)
Increasingly it is about 4 core aspects:
Mobile
Social Media
WiFi Connectivity
Big Data (analytics)
That’s creating huge opportunities but also a huge threat for businesses.
![Page 16: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/16.jpg)
Northern Ireland
Context
![Page 17: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/17.jpg)
50% of marketing spend in Great Britain
is now digital
In Northern Ireland it is 14%
Businesses here need to take this much
more seriously
![Page 18: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/18.jpg)
The obsession with
social media & mobile
communication
![Page 19: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/19.jpg)
![Page 20: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/20.jpg)
![Page 21: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/21.jpg)
The obsession with selfies
![Page 22: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/22.jpg)
![Page 23: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/23.jpg)
![Page 24: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/24.jpg)
Understanding
‘Reach’
![Page 25: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/25.jpg)
Being ‘Creative’
Look for opportunities you
can leverage
The power of imagery
Using customers to do
the marketing for you
Devoting ‘time’
![Page 27: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/27.jpg)
![Page 30: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/30.jpg)
Digital is Mobile
![Page 31: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/31.jpg)
Expectation and
Experience
![Page 32: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/32.jpg)
WiFi Connectivity
![Page 33: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/33.jpg)
Two to the sixtieth
power bytes or one
quintillion bytes (one
billion billion)
Data
![Page 37: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/37.jpg)
Personalisation
![Page 38: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/38.jpg)
![Page 39: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/39.jpg)
Being flexible, willing to adapt, responsive to change
![Page 40: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/40.jpg)
![Page 41: The Power of Digital - Omagh · The power of digital • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest](https://reader033.vdocuments.net/reader033/viewer/2022042114/5e90d44da2da76323a697996/html5/thumbnails/41.jpg)
Thank you
Dr Peter Bolan
Ulster University