4. Mobile Audience in EU5 Crosses 240 Million Mark
EU5
241,000
Germany
61,000
United Kingdom
49,500
Italy
48,000
241
Million
France
Spain
47,500
35,000
Total Mobile Audience (000)

5. Smartphone Penetration in EU5 at 57%
Spain’s Mobile Audience Shows Highest Adoption of Smartphones
64%
December 2012 was
the first month all
European countries
crossed the 50%
mark for smartphone
penetration.
51%
53%
53%
57%
EU5
Average
66%

6. A study of U.S.
smartphone travel
behaviors (2012) found
that nearly 40 million
consumers have
accessed travel sites or
apps from their
smartphone, 37% of the
smartphone population .

7. US and EU have
seen growth in
mobile app use
exceed the
growth in mobile
browser use
mobile users are spending
81% of their time on the
mobile phone engaging
with information
delivered via apps
coming to
terms with
the ‘app
world’

8. Strengths
Can present information in an optimal way
Can deliver a cost benefit
Can avoid the need to have as much large scale signage and forms of interpretation that can be
obtrusive and a blot on the landscape around sensitive rural sites
Can result in an enhanced, more immersive experience for the visitor
Taps into the growth in mobile phone use, particularly amongst tourists.
Portrays Northern Ireland as a modern forward thinking destination utlising technology to meet tourists
at their point of need.

9. Weaknesses
Bespoke mobile applications cannot be effectively reskinned to other platforms
Information displayed in applications are often reliant on continually updated data -bases
Traditional interpretive information may be preferred by some tourists.
If the application is not user-friendly and dynamic in its content the visitor will reject it.
Industry (ie. Tourism providers & stakeholders) fail to support the application.

10. Opportunities
To provide location aware information
Provide visitors with greater access to the intellectual and cultural resources available
Engage visitors with interactive learning that promotes careful looking and critical thinking
Value added experiences
A need for remote tourist guidance and interpretive information which goes straight to the visitor
Brings the possibility of reducing large scale signage and traditional forms of interpretation (cost and
aesthetic savings).
As the mobile phone is a very personal device there is a great opportunity to make the tourist feel even
more welcome with personalised information.
Leaving a lasting impression on the tourist, with something to talk about and encourage others to visit.

11. Threats
May be difficult to provide a consistent experience across different browsers with the variety of
handsets and personal devices on the market.
Failing to anticipate mobile internet changes resulting in lack of future flexibility.
Failure to market the application effectively may result in a lack of awareness and uptake
Instability of local networks in rural or built up areas
Unproven markets in Android, Windows and other mobile platforms

12. Mobile Application Design and Development
Level of complexity
COST
Basic Functionality App Development Cost:
This will include minimum levels of newly authored graphic/media design, no
integration across other web platforms, standard controls and minimal project
management.
€8,000 (+/20%)
Data-base driven App Development Cost:
This will include single integration with web platform, design for architecture,
security, and user experience.
€35,000 (+/20%)
Medium Enterprise App Development Cost:
This will include sophisticated levels of design and branding to support customer facing interaction, security, and scalability aspects and a highly tuned user
experience. This would include apps that involve in-app purchasing.
€70,000 (+/20%)
Complex Enterprise App Development Cost:
This will include a highly tuned branding and user experience (include customer facing) custom integration (batch and real-time within the Enterprise) and an
application management infrastructure. Examples of this would include Twitter and
the BBC Weather app.
€100,000 (and
upwards)
Highly sophisticated gaming apps are usually significantly more expensive to
develop, involving up to 2,000 hours of development with multiple designers working
at the same time.
Costs upward of
€160,000

13. ‘Don’t sell the destination. Sell the story’ – Give your visitors
the chance to create a memory every step of the way. Make it
your mission to collect local stories and share them with
visitors - the fact and the folklore.
Everyone must continue to focus on developing stories and
telling tales particularly at visitor attractions.
NITB ‘Destination NI – How Well do we Deliver?’ March 2010

14. Downhill Estate & Mussenden Temple
Castlerock, County Londonderry, Northern Ireland

15. A ruined mansion, a crazy bishop and
a library perched impossibly on a cliff!

17. Criteria for the App
No Lists!

18. Criteria for the App
No Maps!

19. Criteria for the App
No Rambling Text!

20. Criteria for the App
No Roaming Charges

21. What did we build?
http://www.historyspace.eu/app/

22. Navigate the site
• Using GPS and Augmented Reality
• No Maps or pins
• Look out for the portals and explore
the site

23. Access Content
• Using GPS and Accelerometer
• Location and Gesture based content
access
• Can only access content if you are in
the right place on site

24. Interact with the spaces
• Using GPS and
Accelerometer
• Engage in the Myth
and Narrative of the
space
• Serve drinks in the
actual dining space
• Catch philandering
guests in the hallways
• The landscape offers
more content the more
you explore

25. Interact with the spaces
• Using GPS and
Accelerometer
• Storytelling without
Guidebooks
• Catch fish for the
Bishop’s banquet
• Race the clergy for a
pay rise!
• Learn about the
myth, madness and
character behind the
space!

26. One Final Secret
• Visiting all the spaces, completing all the tasks, and engaging
in the narrative will lead to the final reveal that ends the story

27. Reaction to the App
http://www.historyspace.eu/about-3/

28. ‘Don’t sell the destination. Sell the story’ – Give your visitors
the chance to create a memory every step of the way. Make it
your mission to collect local stories and share them with
visitors - the fact and the folklore.
Everyone must continue to focus on developing stories and
telling tales particularly at visitor attractions.
NITB ‘Destination NI – How Well do we Deliver?’ March 2010

29. www.historyspace.eu
Helen Jackson
h.jackson@ulster.ac.uk
Adrian Hickey
a.hickey@ulster.ac.uk