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go.local (SG Edition)
Travel Concierge

Team Member Names
Ho Yi Chuen
Lee Hsiao Wei (Sean)
Low Gin Shi
Balaji
Each year, millions are invested in Singapore tourism.
  Tourists are still not getting a ‘local’ experience.
I’ve lived in Singapore for 3
years, I am only beginning to
    discover the places.
          - Clayton
                                Singapore is about the club
                                   scene in Clarke Quay,
                                 and shopping in Orchard.
                                There’s nothing unique here.
                                           - Yudi
What tourists really looking for?


      Tourists are looking for a local experience.
While there are plenty of well known attractions, they want
            local-flavoured recommendations.




    Local Experience = Unique Travel Experience
Travel agents, local day tours,
Extensive travel guides apps, guides and sites




          Does not expose the “long tail”
               of local experience.
.
.




From
official mega attractions to… …
.




                                           Beaulieu House, Semb
                                                                  awang Park




From                                  St Patrick’s day 2012
official mega attractions to… …       Singapore

                              Serendipitous local Experience
Contextual
crowd-sourced
   itinerary



 Location-based
recommendation

 Ease of sharing
     travel
 experience via
  social media
Experience in 3 easy steps
Nearby or Islandwide?
‘Nearby’ Screen Flow
Review / Travel log creation screen flow
Crowd-sourced reviews
Local Event Notifications (Location-based)
Review / Travel log creation screen flow
Summary




POI Reviews   Social-shared travel log                                  Visitors

                                             Local recommendations
                                                Reduce resources
                                             Preserving local culture
                                             Support local businesses




                                         content
                                                   Locals

                                           -source
                                                Crowd




                                             Merchant Deals
                                            Sponsored listings
Next Steps


What needs to happen to make this project a reality?
• Make available subsidized/sponsored mobile data access
• Build / leverage existing reviews of Places of Interests
• Strong incentive mechanism for locals to post reviews


Any partnerships or more data needed?
•Datasets required: OneMap Places of Interests data, One Map @ SG,
LTA Bus Stop Code and Locations, SMRT Bus Information and Routes,
SBS Transit Bus Information and Routes.
• Bank tie-ups for merchant deals
• Potential collaboration with STB
Credits & Contacts

Team lead
Name: Low Gin Shi
Number: 9146 8945
Email: futurist@rocketmail.com

Team members:
Ho Yi Chuen
Lee Hsiao Wei (Sean)
Balaji
Travel Concierge
Appendix
Next Steps

Development Timeline
       Sign-off;        Development
                                                                   Launch of        Launch of
    Focus group         (Application /    Content Population /
                                                                  “Go Where,       “GoLocal –
    research and          Content         Focus group testing
                                                                  Singapore?”      Singapore”
 feasibility timeline   Development)

   Jul to Sep 2012      Oct to Dec 2012      Jan to Mar 2013     Apr to May 2013
                                                                                    Jun 2013
       3 months            3 months              3 months           2 months
Competition




              X
              X
              X
Market Sizing


                                                                                           Singapore
      2011 Visitors             Total: 13.1m                                 Total: 5.1m
                                                                                           App usage
     3G exposure at
                                  45% x 70%
       home and                                                                            own smart
     adoption in SG                     x                60%                   50%         phone
                                       40%
      > 2 days stay                                         Pre-trip
                                                                                 x         downloads
        1 in every                      x                 conversion!
                                                                                30%         app last
        group of 3                     33%
                                                                                             month
                                        x                                        x
        Share of                                                                5%%        Share of
                                       20%
        adoption                                                                           adoption
                                                         Better experience
                                  80k users                                   80k users
                                                              for 80k




Source: STB 2011, Nielsen 2011, go.local Team Analysis
Marketing Activities


• “How local are you?” Challenge
• Google Adwords and Contextual Targeting
• Airlines inflight magazines

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Travel Concierge

  • 1. go.local (SG Edition) Travel Concierge Team Member Names Ho Yi Chuen Lee Hsiao Wei (Sean) Low Gin Shi Balaji
  • 2. Each year, millions are invested in Singapore tourism. Tourists are still not getting a ‘local’ experience.
  • 3. I’ve lived in Singapore for 3 years, I am only beginning to discover the places. - Clayton Singapore is about the club scene in Clarke Quay, and shopping in Orchard. There’s nothing unique here. - Yudi
  • 4. What tourists really looking for? Tourists are looking for a local experience. While there are plenty of well known attractions, they want local-flavoured recommendations. Local Experience = Unique Travel Experience
  • 5. Travel agents, local day tours, Extensive travel guides apps, guides and sites Does not expose the “long tail” of local experience.
  • 6. .
  • 8. . Beaulieu House, Semb awang Park From St Patrick’s day 2012 official mega attractions to… … Singapore Serendipitous local Experience
  • 9. Contextual crowd-sourced itinerary Location-based recommendation Ease of sharing travel experience via social media
  • 10. Experience in 3 easy steps
  • 13. Review / Travel log creation screen flow
  • 15. Local Event Notifications (Location-based)
  • 16. Review / Travel log creation screen flow
  • 17. Summary POI Reviews Social-shared travel log Visitors Local recommendations Reduce resources Preserving local culture Support local businesses content Locals -source Crowd Merchant Deals Sponsored listings
  • 18. Next Steps What needs to happen to make this project a reality? • Make available subsidized/sponsored mobile data access • Build / leverage existing reviews of Places of Interests • Strong incentive mechanism for locals to post reviews Any partnerships or more data needed? •Datasets required: OneMap Places of Interests data, One Map @ SG, LTA Bus Stop Code and Locations, SMRT Bus Information and Routes, SBS Transit Bus Information and Routes. • Bank tie-ups for merchant deals • Potential collaboration with STB
  • 19. Credits & Contacts Team lead Name: Low Gin Shi Number: 9146 8945 Email: futurist@rocketmail.com Team members: Ho Yi Chuen Lee Hsiao Wei (Sean) Balaji
  • 22. Next Steps Development Timeline Sign-off; Development Launch of Launch of Focus group (Application / Content Population / “Go Where, “GoLocal – research and Content Focus group testing Singapore?” Singapore” feasibility timeline Development) Jul to Sep 2012 Oct to Dec 2012 Jan to Mar 2013 Apr to May 2013 Jun 2013 3 months 3 months 3 months 2 months
  • 23. Competition X X X
  • 24. Market Sizing Singapore 2011 Visitors Total: 13.1m Total: 5.1m App usage 3G exposure at 45% x 70% home and own smart adoption in SG x 60%  50% phone 40% > 2 days stay Pre-trip x downloads 1 in every x conversion! 30% app last group of 3 33% month x x Share of 5%% Share of 20% adoption adoption Better experience 80k users 80k users for 80k Source: STB 2011, Nielsen 2011, go.local Team Analysis
  • 25. Marketing Activities • “How local are you?” Challenge • Google Adwords and Contextual Targeting • Airlines inflight magazines

Notas do Editor

  1. Go.local PLATFORM 3 unique functions