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.
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
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