Good practices in ICT and eBusiness:

digi-lodge &

digi-mobile

Knowledge transfer for SMEs – experience from Greece

Sofia Mavrogianni

GRNET

EVITA , Bled Policy Maker Workshop 13/06/2011

Digital Aid SA is…Digital Aid SA is…

… … is the “is the “execution armexecution arm” for “” for “digital-aiddigital-aid” initiatives” initiatives

… … converts policy directions to converts policy directions to tangible project specificationstangible project specifications

does does field-research of potential demandfield-research of potential demand through market probing through market probing

… … creates and runs the processes creates and runs the processes to facilitate electronic submission to facilitate electronic submission of investment plans, monitor implementation and ratify operating of investment plans, monitor implementation and ratify operating investments. Large % of processes is “digital”investments. Large % of processes is “digital”

… … measuresmeasures end-user satisfaction and project impact end-user satisfaction and project impact

A consistent framework for “A consistent framework for “digital aiddigital aid” initiatives” initiatives

• StimulateStimulate entrepreneurship through well-targeted initiatives entrepreneurship through well-targeted initiatives

• Further enhance Further enhance regional dimension regional dimension with regionally targeted with regionally targeted initiativesinitiatives

• Harness Harness value-added ICT value-added ICT servicesservices, provided by local firms, provided by local firms

• Address sectors or clusters of the Address sectors or clusters of the “real” economy “real” economy

• Measure Measure impactimpact and and resultsresults

Digital Aidinitiatives

1 2Enhance the supply of

innovative services and products (digi-growth)

Increase demand and diffusion of ICT at the

economy (digi-markets)

A consistent framework for “A consistent framework for “digital aiddigital aid” initiatives” initiatives

How to entice businesses?How to entice businesses?

• Targeted design Targeted design of initiatives, in co-operation with the marketof initiatives, in co-operation with the market

• ElectronicElectronic submission process submission process

• Fully transparentFully transparent, early-disclosed, , early-disclosed, objective evaluation criteriaobjective evaluation criteria

• Keen on short-project cycles Keen on short-project cycles (max 12 months)(max 12 months)

• ““SmartSmart” ratification of project outcomes” ratification of project outcomes

• Communication – communication – communicationCommunication – communication – communication

Typical phases of implementationTypical phases of implementation

t

effort is on theeffort is on themarket sidemarket side

effort is oneffort is onDigital AidDigital Aidsideside

designdesign call &call &submissions submissions

evaluationevaluation Investment plans implementationInvestment plans implementation ratificationratification disbursementdisbursement

Phases of implementation: Phases of implementation: the pipeline the pipeline (approx./ avg data)(approx./ avg data)

t

effort is on theeffort is on themarket sidemarket side

effort is oneffort is onDigital AidDigital Aidsideside

designdesign call &call &submissions submissions

evaluationevaluation Investment plans implementationInvestment plans implementation ratificationratification disbursementdisbursement

e-securitye-security

pupils’ laptoppupils’ laptop

digi-lodgedigi-lodge

digi-contentdigi-content

digi-retaildigi-retail

digi-mobiledigi-mobile

digi-growthdigi-growth

Phases of implementation: Phases of implementation: the budget pipeline the budget pipeline (average*)(average*)

t

effort is on theeffort is on themarket sidemarket side

effort is oneffort is onDigital AidDigital Aidsideside

designdesign call &call &submissions submissions

evaluationevaluation Investment plans implementationInvestment plans implementation ratificationratification disbursementdisbursement

e-securitye-security(€10,5 (€10,5 mil)mil)

pupils’ laptoppupils’ laptop((€€54 mil)54 mil)

digi-lodgedigi-lodge((€4€40,60,6 mil)mil)

digi-contentdigi-content((€€~10 mil)~10 mil)

digi-retaildigi-retail((€100 €100 mil)mil)

digi-mobiledigi-mobile((€€15 mil15 mil))

digi-growthdigi-growth(€(€120 mil120 mil))

* Bubble size denotes budget

Digi-lodge

Choosing destination for vacation…a common habit…

Digi-lodgeWhy?...

Which one is actually the first “homepage” of hotels?

…the webpage made by travelers themselves

The tourism “image” is being built authentically by travelers

Tourists are full with real experiences…

… no brochure can hide the fact that a hotel is not located by the beach!

European tourists

73% online

Source: Forrester Research

European tourists

Average age: 41

Source: Forrester Research

European tourists

• Members of Online Communities chatting about trips/vacation

• Organising trips online (60%+)

• 40% booking trips online

• More and more also pay online

Source: Forrester Research

• Travelers’ choice based on prices (66%) & on the feeling of

confidence (40%)

• They discuss with friends and in online forums (60%)

• They ask for more than just a reservation

During crisis…

“Our advance bookings are far behind year-ago levels. […] We need to do everything to find guests.“ VP revenue management, European-based hotel chain

“The crisis has caused our traveler revenue to fall by more than 25%. Whatever we end up doing must be offered through a channel like the Web or mobile“ Enterprise architect, European-based network airline

“We struggle to engage Europeans with our Web site“ CIO, European tourism bureau

Source: Forrester Research

Happening now…

• Travelers-Tourists: more trust in their friends’ opinions-suggestions (than in advertisements etc.)

• Online reviews by travelers is much more valuable (Social Media)

Importance of social media…

10.000+ photos about Skopelos10.000+ photos about Skopelos

720720+ videos!+ videos!

80 80 forum discussions about Skopelos in 18 months!forum discussions about Skopelos in 18 months!

digi-lodge StrongStrong regional dimension regional dimension

In Greece …

2.268

Hotels and accommodations funded for digital investments

digi-lodge

2.268

Hotel websites in 3 languages (at least)Online reservation and payment compulsory

2.268

Hotels: web advertisementand Search-Engine-Optimisation

2.268

Hotels and accommodations presentin Social Media

2.268

Hotels and accommodations benefit from ICT opportunities

2.268

Hotels and accommodations checked to ensure digital investments’ outcomes

Digi-mobile

digi-mobilewhy?...

2010: unexpected development of smart phones use internationally

2013: estimation for more than 1.8billion smart phones (while 225million in 2008average annual increase rate more than 50%)

Smart phones – tablet pcs

• Internet access

• geo-location / localised services

• “always-on” user engagement

• safe online transactions

• ‘Point-of-Sales’ using small peripherals

• mobile commerce

In Greece …

mobile use• 82% of population uses mobile phones

• active mobile connections: 125% of population (122% in Europe)

but…• low use of smart phones (innovative mobile applications and internet)

• providers’ revenues very low (Europe: 26% of total revenues for 2010Greece: 10-13,5%

Merill Lynch)

digi-mobile

Funding SMEs to develop innovative applications for smart phones and tablet-pcs

aims to…• enhance productivity

• allow direct access to business data from anywhere • boost sales - enhance services provided

About…• Health• Entrepreneurship• Culture• Tourism• Environment• Entertainment• Transport

Examples (1/2)• access to business data (ERP, Business Intelligence etc.)

• innovative mobile applications using location based services - destination management services

• online reservations-payment / virtual tour services through mobile

Examples(2/2)• apps for touristic services (organizing trips/reservations and payment using smart phones)

• apps for online ordering using smart phones (restaurants with menus, offers, targeted newsletters, reservations, rewarding through mobile coupons etc.)

• apps offering any kind of services

digi-mobile• B2C & B2B applications• native mobile applications (downloadable) / web mobile applications / web mobile portals• Software-as-a-Service

Thank you!Thank you!