Nhibe 2013 International Conference Paper Publication

1. «Case Study of e-Ser vices Development: New eBusiness Idea in the Greek Winter Tourism
Economy»
1
Nhibe 2013 International Conference
29-30/8/2013 Chania, Crete
Darousis Eleftherios, Dr. Kitsios Fotis
Technology Management/Applied Informatics Dept.
University of Macedonia
Greece

2. Introduction
Darousis Eleftherios
Dr. Kitsios Fotis
 18 Ski centers with 500.000 visitors/winter season
 Increase of e-travel services usage (Eltrun [4])
 Lack of competition
 53.6% of Greek households are online (El.Stat. [6])
 69% are online from mobile devices (El.Stat. [6])
 1,9 million of Greek consumers bought online services and
products (Eltrun [4])
2

3. Useful Data
Darousis Eleftherios
Dr. Kitsios Fotis
Source: Eltrun
E-Business
Laboratory 2012
(eltrun.gr) [4]
 From the above survey the 93% are using online travel and tourism e-services
 The same category was in 3rd place in 2011
3

4. E-business Model
 Michael Rappa (Business Models on the Web [8])
4
Darousis Eleftherios
Dr. Kitsios Fotis

5. Services
Darousis Eleftherios
Dr. Kitsios Fotis
 Interactive online booking engine for winter sports equipment
and complete winter tourism services
 Instant and reliable information about the status of Greek ski
centers
 Introducing innovation in the industry and in the service against
competition
 Online information database and directory for winter
destinations
 Online directory , portal presentation and database for winter
destinations and ski centers
5

6. Services
Darousis Eleftherios
Dr. Kitsios Fotis
 Winter sport tutorials for beginners through multimedia
applications and winter sports selection wizard
 Use of multimedia technologies for basic learning from professionals and
national climbing groups
 Desktop and mobile applications
 Easy to use and portable use services
 Virtual community services and social networking

6
E-forum, Online chat, Members area

7. Darousis Eleftherios
Dr. Kitsios Fotis
Swot Analysis
Strengths
Weaknesses
•Providing of innovative and easy to use
services
•Reliable and instant information for the
status of the Greek ski centers/resorts
•Mobile and desktop apps for portable and
easy access of the offered services
•Lack of providing live streaming image from
the ski centers
•Lack of trust in new entry start-up businesses
from consumers
Opportunities
Threats
•Lack of strong competition and opportunity
for innovation and entry in the market of
winter tourism
•Continuous increase in the usage of internet
and e-commerce services from Greek
consumers
•Possibility of future new innovative entries
•Increased competition from overseas markets
which offer the winter tourism product in
lower prices as a package
•Economical crisis in Greece, which affects
consumers behavior and preferences
•Continuous environmental pollution which
affect weather conditions with immediate
affect in the winter weather conditions
7

8. Innovation and Competition
Darousis Eleftherios
Dr. Kitsios Fotis
 Provision from the competition of some services which are equally









8
attractive
Information on the status of ski centers is inefficient
Incomplete information about weather conditions
Lack of virtual community services
Absence of online booking winter gear mechanism
“Old Fashion” technology site with lack of cutting edge technologies (CMS,
SEO)
Failure to provide desktop and mobile application
Lack of affiliate travel and tourism services
Lack of interactivity with the user
Low level of competition in the particular sector

9. Marketing-Customers
Darousis Eleftherios
Dr. Kitsios Fotis
 Target Groups:
 Winter tourists
 Winter sports and activities enthusiasts/fans
 Winter shops as retailers and suppliers
 Business and portals related with winter tourism that will advertise in the
website
 Marketing Strategy
 Marketing Promotional Techniques
 “Traditional Marketing”
 Digital
 Distribution-Customer Loyalty
9

10. Marketing (Continue)
 E-marketing
 Monthly Newsletter
 Direct Placement Advertisement
 Google Ad Words
 Google Network/Ad Sense
 SEO
 Social media
 Facebook (4.000.000 Unique Greek Users, Eltrun [5])
 Twitter (210.000 Unique Greek USers, Eltrun [5])
 LinkedIn
 Pinterest
10
 Youtube
Darousis Eleftherios
Dr. Kitsios Fotis

11. Income and Expenditure
Darousis Eleftherios
Dr. Kitsios Fotis
 Estimated income sources:
 Winter equipment booking service fee
 Membership packages
 Affiliate tourism services commission earnings
 Information SMS service fee earnings
 Website Direct Advertisement and Google Network/Ad Sense
 Advertisement in the mobile and desktop version
 Estimated expenditure sources:
 New business development cost
 Digital Promotional Advertisement
 Operational(physical and digital) costs
 Website Development
 Mobile App
 Company facilities
 Management-Consulting
 Service fee cost for the e-payment provider
11

12. Future Strategic Planning
Darousis Eleftherios
Dr. Kitsios Fotis
 Business activity expansion in the neighboring countries (Balkans/Bulgary)
 Future international expansion overseas
 Featured Services
 Winter destinations and ski centers rating (comment) system
 Geo location of POIs via Google Maps/Earth service
 Mobile Augmented Reality of the most important and useful POIs (ski
routes)
 Ski lessons online booking
 Supplier filtering mechanism of winter equipment pricing (similar with
skroutz,gr for electronics)
12

13. References
Darousis Eleftherios
Dr. Kitsios Fotis
 [1].Alco, Quantitative Research for Greek Winter Tourism Market, 2011
 [2].Chaffey D., E-business and e-Commerce Management: Strategy,
Implementation and Practice, F.T. Prentice Hall, 2004
 [3].Eglash Joanne, How to write a .com business plan, McGraw-Hill
Publishing, 2000
 [4].Eltrun/AUEB, Annual E-commerce Greek Market Research, 2012
 [5].Eltrun/AUEB, Annual Social Media Use Research, 2012
 [6].El.Stat, ICT Usage Research from Greek Households, 2012
 [7].Poutetsi C., Greek Ski Resorts, Electronic Article, Newspaper “TO
BHMA”, 2010
 [8].Rappa M., Business Models on the Web: Managing the Digital Enterprise,
North Carolina State University, USA. 2000
13

14. 14

15. Contact Details
http://gr.linkedin.com/in/eleftheriosdarousis/
 eleytherios8@gmail.com
 tm094@uom.edu.gr
15