Part 5: Alan Gibson, Edinburgh Festival Fringe & Gavin Dutch, Kotikan

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Alan Gibson and Gavin Dutch presented on monetizing the Edinburgh Fringe Festival mobile app. They discussed the history and growth of the app from 2009-2011, including increasing downloads and ticket transactions. They also covered the technical challenges of keeping listings current, optimizing the mobile experience, and integrating multiple box office systems for ticket purchases. The app resulted in over 45,000 downloads and generated over 9,000 transactions selling 21,000 tickets, providing an additional sales channel and marketing tool for the Fringe Festival.

Technology Entertainment & Humor

Technology Solutions for Tourism Conference 2012
Thursday 23rd February
Part 5: Case Study – Alan Gibson, Edinburgh Festival Fringe and Gavin Dutch, Kotikan
Monetising the Fringe Festival App

Wednesday, 14 March 2012

Monetising the Fringe
Apps
Alan Gibson & Gavin Dutch

Technology Solutions for
Tourism

Wednesday, 14 March 2012

The Edinburgh Festival Fringe is the largest,
open-access arts festival in the world.
The Fringe Society exists to:
• Advise, support and encourage all participants at the Festival Fringe
• Provide comprehensive, accurate and up-to-date information and
ticketing services, to its participants and the public
• Promote the entire Fringe as a festival in the context of Edinburgh
and other festivals.
In 2011
258 venues 21,912 performers

41,689 performances 2,452 shows

1,877,119 tickets issued

Wednesday, 14 March 2012

Why Invest in Mobile?
• The Fringe
programme
– Print run 400,000
copies
– Expensive to
distribute
– Environmental impact
– 68% use as their main
source of information

Wednesday, 14 March 2012

A Brief History
• 2009
– Festivals Edinburgh partnership
– A listings app to help navigate
Edinburgh’s summer festivals
– Cost £1.69
– 1,650 downloads

Wednesday, 14 March 2012

A Brief History
• 2010
– Fringe branded
– Free to download
– Exclusive Half Price Hut feed
– Store favourites and planner calendar
– 22,519 downloads - 369,000 sessions

Wednesday, 14 March 2012

A Brief History
• 2011
– Support From Virgin Money/Arts &
Business Scotland
– Develop for Android platform to increase
reach to smart phone users
– Develop mobile ticket purchase on iPhone
and Android as additional sales channel to
edfringe and box office

Wednesday, 14 March 2012

The Techie Bit
• Platforms
– Why not mobile web
– Why Android?
• Challenges
– Keeping listings current
– Creating a positive user journey
– Multiple box office systems
– Transaction security
– 2 months to deliver

Wednesday, 14 March 2012

Design
• Usability is paramount in
delivering a positive app
experience
– Optimizing experience for
mobile
– Text input is painful on a
mobile
– No need for shopping
baskets
– Account management for
new and existing Fringe
customers

Wednesday, 14 March 2012

To achieve that one tap

Wednesday, 14 March 2012

Transaction Processing
• Box office integration
– Using Red61’s VIA box office system
– Robust handling of poor connections
• Security considerations
– PCI compliance on mobile?
– Financial partner required additional
assurances
– Critical functionality tested as early as
possible

Wednesday, 14 March 2012

Results
• Downloads
– iPhone: 32,062
– Android: 13,022
– Total: 45,084 (730,000 sessions)
• 7% Fringe attendees used it as their
main source of information –
predominantly 15–44
• 9,475 transactions sold 21,000 tickets

Wednesday, 14 March 2012

Added Value for Fringe
• Additional ticket sales channel
• Marketing tool to attract younger
audiences
• Fringe Society well positioned to
capitalize on the forecast rapid growth
of mobile use
• Robust mobile platform for future
years

Wednesday, 14 March 2012

Technology Solutions for Tourism Conference 2012
Watch videos and find out more about ETAG: www.etag.org.uk
Find out about technology exhibitors: www.etagdigitalexhibitorzone.com

Audio, video and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk

Wednesday, 14 March 2012

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Part 5: Alan Gibson, Edinburgh Festival Fringe & Gavin Dutch, Kotikan

1. Technology Solutions for Tourism Conference 2012 Thursday 23rd February Part 5: Case Study – Alan Gibson, Edinburgh Festival Fringe and Gavin Dutch, Kotikan Monetising the Fringe Festival App Wednesday, 14 March 2012

2. Monetising the Fringe Apps Alan Gibson & Gavin Dutch Technology Solutions for Tourism Wednesday, 14 March 2012

3. The Edinburgh Festival Fringe is the largest, open-access arts festival in the world. The Fringe Society exists to: • Advise, support and encourage all participants at the Festival Fringe • Provide comprehensive, accurate and up-to-date information and ticketing services, to its participants and the public • Promote the entire Fringe as a festival in the context of Edinburgh and other festivals. In 2011 258 venues 21,912 performers 41,689 performances 2,452 shows 1,877,119 tickets issued Wednesday, 14 March 2012

4. Why Invest in Mobile? • The Fringe programme – Print run 400,000 copies – Expensive to distribute – Environmental impact – 68% use as their main source of information Wednesday, 14 March 2012

5. A Brief History • 2009 – Festivals Edinburgh partnership – A listings app to help navigate Edinburgh’s summer festivals – Cost £1.69 – 1,650 downloads Wednesday, 14 March 2012

6. A Brief History • 2010 – Fringe branded – Free to download – Exclusive Half Price Hut feed – Store favourites and planner calendar – 22,519 downloads - 369,000 sessions Wednesday, 14 March 2012

7. A Brief History • 2011 – Support From Virgin Money/Arts & Business Scotland – Develop for Android platform to increase reach to smart phone users – Develop mobile ticket purchase on iPhone and Android as additional sales channel to edfringe and box office Wednesday, 14 March 2012

8. The Techie Bit • Platforms – Why not mobile web – Why Android? • Challenges – Keeping listings current – Creating a positive user journey – Multiple box office systems – Transaction security – 2 months to deliver Wednesday, 14 March 2012

9. Design • Usability is paramount in delivering a positive app experience – Optimizing experience for mobile – Text input is painful on a mobile – No need for shopping baskets – Account management for new and existing Fringe customers Wednesday, 14 March 2012

10. 1 Wednesday, 14 March 2012

11. To achieve that one tap Wednesday, 14 March 2012

12. Transaction Processing • Box office integration – Using Red61’s VIA box office system – Robust handling of poor connections • Security considerations – PCI compliance on mobile? – Financial partner required additional assurances – Critical functionality tested as early as possible Wednesday, 14 March 2012

13. Demo Wednesday, 14 March 2012

14. Wednesday, 14 March 2012

15. Wednesday, 14 March 2012

16. Wednesday, 14 March 2012

17. Results • Downloads – iPhone: 32,062 – Android: 13,022 – Total: 45,084 (730,000 sessions) • 7% Fringe attendees used it as their main source of information – predominantly 15–44 • 9,475 transactions sold 21,000 tickets Wednesday, 14 March 2012

18. Added Value for Fringe • Additional ticket sales channel • Marketing tool to attract younger audiences • Fringe Society well positioned to capitalize on the forecast rapid growth of mobile use • Robust mobile platform for future years Wednesday, 14 March 2012

19. Thank you Wednesday, 14 March 2012

20. Technology Solutions for Tourism Conference 2012 Watch videos and find out more about ETAG: www.etag.org.uk Find out about technology exhibitors: www.etagdigitalexhibitorzone.com Audio, video and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk Wednesday, 14 March 2012

Part 5: Alan Gibson, Edinburgh Festival Fringe & Gavin Dutch, Kotikan

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