Draft Product Concept

Smart Tourism
By : Wan Razaq

Monday 20-02-2018
Contents

Background xxx

User Journey xxx

VPC & BMC xxx

SWOT Analysis xxx

BACKGROUND
Digital Tourist
Typical of tourist nowadays

Expect to Receive
Personalized Service

More Demanding
Very Well Informed

Seek The Best Value

for Money
Lives in a
Hyperconnected
World
Smart Tourism
The ecosystem Tourist Scenic Zone

Request Report

Response Monitor

Advertise Information Statistical

Exchange
Return Manage
Center (IEC)

Enterprise
ARTIFICIAL CLOUD INTERNET OF Government
INTELLIGENCE COMPUTING THINGS

CORE TECHNOLOGY Source : Zhuang Chao, 2015

Smart Tourism Destinations
The benefit of Smart tourism destination includes

GOVERNMENT & ENTERPRISE

TOURIST
DESTINATION

Enhance Tourism Maximizing the destination Increasing Revenue

Experience competitiveness
 Smart Tourism Tools
Combination of mobile hardware & software and
networks that enable an interactivity between tourists,
stakeholders and physical objects.

This communication allows tourists access to

personalized services providing in some cases real-time
information. The tracking and collection of Data via
these systems enables stakeholders to manage
destinations effectively and efficiently when making
decisions.
USER JOURNEY
 User Journey
BEFORE

Desire Rise Planning Go to the Destinations

A process that a person changed from • Making travel itinerary Entire process from departure to arrival.
Activities

knowing nothing about tourist destination • Purchasing of airline tickets • To the station
to having the ideas to go there. • booking accommodations • Public transports
• Looking for travel companions

• Lack of strong attractiveness factor • Boring to prepare the planning • Information about public transport is not
Painpoints

• No tools to compare the hotels in terms of

• No effective tools for promotional updated / valid
price and availability
activities.
• Difficulties in searching the POI’s
• Planning is not personalized

• Search Engine Optimization (SEO) • Personalized Travel Itinerary (Smart • City Info
Opportunities

Itinerary / Smart Travel Planner)

• API Integration to OTA
 User Journey
DURING

Moving In Tourism Recording Instant Sharing Attractions Play

Tourists are totally unfamiliar with Photograph : Mobile Share, Calling, Video • Buy tickets
Activities

the surroundings when they • Shoot scenery, photo shoot, calls, etc. • Listen to explanations.
arrived for the first time. food, etc. • Experience attractions.
• Bus, cab, bike, walking etc. • Buying Souvenirs.

• Information about public • No information about the • The application is not connected • Conventional method to
Painpoints

transport is not updated / valid golden hour to take a great to the social media platform. enjoy the attraction
picture • Low penetration of 4G and
public wifi

• City Info • Adding the golden hour • API integration to social • Augmented Reality (AR)
Opportunities

information to the city info media • Near Field

application and pic example • Wifi Intelligence Communication (NFC)
from tourist
 User Journey
DURING

Catering Accommodation Shopping Special Event Impromptu Play

• Understanding • Find a hotel • Basic Shopping : daily • City Events • No arrangement to
Activities

features • Check-in necessities, phone cards etc • Entertainment explore the streets
• Reserve a seat • Stay • Local Specialty • City features lifestyle • Casual/business
• Order • Check-out • Commercial shopping center and experience tourism.

• Information regarding • Information regarding the • Information • No personalized

Painpoints

the culinary place is reasonable prices. regarding the service for business
too general, not • There is no simple method to reasonable price of traveller
personalized do payment with a discounted an event
price

• City Info • Adding more information • Adding more infor • Personalized travel
Opportunities

• Personalized services about the standard price of about the standard itinerary
an item into city info app. price of an event
• Pay directly from the app into City Info app
using e-money (OVO)
User Journey
AFTER

Record After Travelling Sharing After Travelling Reviewing After Travelling

• Organize Photos Online Sharing : Upload photo to Social • Feedback to the government, or tourism
Activities

• Travel log media network manager.

• Spending Record

• Tourist doensn’t remember the details • The government doesnt know the • The government doesnt know the
Painpoints

of their last travelling (such as bill satisfaction index / sentiment of a tourist satisfaction index / sentiment of a tourist to
payments, etc) to a destination. a destination.

• Payment consolidation application • Social Media Analytics • Adding satisfaction index / review to the City
Opportunities

Info
• API integration to Reviewer OTA (such as
tripadvisor)
• Social Media Analytics
User Journey
Others – Emergency Situations

Weather Crowd Congestion Service Unavailable Scammers

Opportunities

• Adding more information regarding the above topics to the City Info Application
SOLUTION CONCEPT
 Search Engine
Optimization
(SEO)
SEO is a method to increase the visibility
of a website (or) a web page in the search
results.

SEO increases the ranking of a website in

the search results by incorporating
search engine friendly elements like
relevant keywords into it.
Newzealend.com and
Australia.com are the official
tourism websites showed up in
the first page, means they are
targetting Indonesian tourist
looking for nice “pantai”
 CITY INFO
Tourist can get information about what to do
in a destination including event, shopping
center, tourist attraction, hotel, public
transporation, restaurants etc.

Tourist can also make a booking or payment

directly through the app. Payment can be
made using debit, credit card or E-money.

In a case of emergency, tourist can ask for any

help to the nearest police station or hospital.

Source : Lintasarta City Living App

 SMART
ITINERARY
Painpoints

Planning a trip can takes a long time. In

addition, there are too many sources and hard
to choose.

Solution

AI-based trip planner to make trip planning

easy, personal and enjoyable. Tourists
preferences data are collected, and it helps
you to better understand your customers and
becomes the base of your marketing activities.
 API Integration
Lintasarta provides a comprehensive REST API.
The APIs allows data transfer to and from the
Lintasarta Smart Tourism Platform to any other
application of your choice.
REST API
Lintasarta
Pre-built connectors are available for most Smart Tourism
major OTAs systems such as Traveloka, Platform
Booking.com, Tripadvisor etc.

It also allows the integration with social media

(Facebook), maps, weather, etc.

It also allaws the integration to the Hotels or

Restaurants booking engine.
 AR Arts and
Culture
Augmented Reality (AR) is an innovative
technology which allows various media
content, animation, 3D models, videos, to be
placed into the real environment, and enable
museums and galleries to bring their
collections to life.

Source : Galery of srpska, Budapest, Hungary

Powered by : Zumoko
 AR Sightseeing
Adding a layer of digital guidance, visual
content, and even 3D characters for
entertainment, to exact physical location,
makes specific POI more informative and
interactive for tourists.

AR applications convert your mobile phone

into your personal virtual tourist guide. AR
technology enables you to receive captivating
information while walking around.

Source: Zumoko
 Near Field
Communication
(NFC)
The object equipped with NFC chips. When
scanned through a mobile app, the QR and NFC
devices will activate a browser window that
will provide detailed information about the site
on the user’s smartphone.

Option :
In case of NFC not supported by the smart
phone, we can use QR code to activate the
content.
NFC Chip
 WIFI Intelligence
Digitize and optimize your Destinations with
Lintasarta WiFi Intelligence.

Using location intelligence and influence

marketing through WiFi, this application allows
you to understand visitor interactions and
generate engagement through digital
marketing campaigns

Source: Moca Platform

VPC & BMC
Value Proposition Canvas
Melakukan evaluasi kekurangan
tempat wisata/transportasi
Informasi sign,
minimal ada bahasa
Menyusun rencana
inggris
perjalanan
Menggunakan SEO
dan SEM untuk Melakukan promotional
Melakukan aktivitas
promosi activities
promosi.

Menyediakan information Menyediakan metode

Lintasarta
Smart Tourism
(SKOTA) Public Wifi, High 4G
penetatrion
Informasi terkait
Aplikasi secara visual /
Golden hour untuk
text / NFC (Hp atau
berfoto dan trafik
gelang)
pengunjung
Personalized culinary
City Info
recommendation
API Integration untuk Tempat wisata tersebar
booking hotel jauh, akses dan rute
yang sulit
Sulitnya mencari tempat
berjualan souvenir
sign dalam beragam bahasa pembayaran
Informasi tentant Menyediakan tempat
transportasi publik tidak belanja souvenir di spot
terupdate / valid lokasi
Kesulitan mencari tahu Tidak adanya tools
POI di area wisata untuk komparasi hotel Menyediakan informasi
in terms of price and terkait kuliner,
Informasi kuliner terlalu
availability akomodasi, transportasi,
general, tidak
shopping center, city
personalized Pemerintah tidak
events and attractions,
mengetahui tingkat
weather condition, flow
Sinyal selular buruk, kepuasan turis terhadap
situation (crowd) ,
tidak adanya public wifi destinasi wisata
security etc
Tidak adanya informasi
Sulit menemunukan kontak darurat jika
terjadi kemalangan /
popular spot dengan
harga yang reasonable disaster
Aplikasi tidak terkonek Informasi travel log
dengan sosial media tersebar
platform
Business Model Canvas
KEY KEY VALUE CUSTOMER CUSTOMER
PARTNERS ACTIVITIES PROPOSITIONS RELATIONSHIPS SEGMENTS
Merchant Acquisition One data platform Dedicated personal
Creative Agency for all stakeholders assistance – through direct Government :
Partner Management (Government, account sales
- Content Management Dinas Pariwisata
Enterprise, Tourist)
- Application Developer Platform Integration Self-service : for end user
- Implementation
Enterprise :
Meningkatkan
partner Operation competitiveness dari 24/7 support - Hotel
- Software vendor tempat wisata - Tempat Wisata
- Payment Gateway - Customer Care CHANNELS - Restaurant, etc
Provider Menyediakan wadah
KEY untuk promotional Direct sales
RESOURCES activity untuk
Software Developer meningkatkan revenue Indirect sales via Wisatawan
local companies.
Meningkatkan
Tourism Expert pengalaman berwisata Google playstore or
appstore.

COST STRUCTURE REVENUE STREAMS Enterprise

- Cloud - Subscription cost for On Premise: On Cloud - Affiliate Marketing Fee
- Manhour service for developers payment gateway - One Time Charge (OTC) - Monthy - Transactional based
- Cost for partner’s software - Yearly Maintenance subscription fee
Revenue
Affiliate Marketing Fee
For each product we sell to the tourist, we receive a portion of the proceeds from the merchant.

Hotel Restaurant Shopping Center Airline Train

Cruise Travel Tour Travel Insurance Airport Lounge Airport Parking

Event
...
 Business Model - 1
Affiliate Fee – deducted directly from the Ovo points

Affiliate Fee
Seeing information

Tourist
Making a
purchase using
E-Wallet

PROS CONS Restaurant

• Companies like OVO has • Needs merchant acquisition
huge investment that is • Options for Merchant acquisition :
ready to get burned (for - Lintasarta
merchant acquisition) - 3rd party (BUMD)
 Business Model - 2
Affiliate Fee – deducted directly from the enterprise tax reduction made by the government

Affiliate Fee
Seeing information

Tourist
Making a
purchase using
E-Wallet

PROS CONS Restaurant

• Agreement with merchants • Needs merchant acquisition
would be so much easier, Options for Merchant acquisition :
because they get a tax - Lintasarta
reduction from the - 3rd party (BUMD)
government
• Effort would be hard to make a tax
reduction regulation
 Business Model - 3 OTA
Affiliate Fee – from OTA

Place API Place

Booking Integration Booking

Affiliate Fee Restaurant

Tourist

PROS CONS
• No need merchant acquisition • Negotiation will be needed in
order to integrated our system
with the OTA’s (traveloka, etc)
SWOT ANALYSIS
SWOT Analysis
STRENGHTS
• Sophisticated but easy-to-use technology, with local
content
• Extensive, well-curated content: high-resolution
images, detailed descriptions, maps, etc
• Multiple revenue sources: booking commissions,
referral fees, advertising, ticket sales, packages and
tour sales, licensing, subscription, VIP services, etc.
OPPORTUNITIES
• Tourism industry is a fast-growing sector.
WEAKNESSES
• API dependent: many functionalities are dependent
on third-party technology and openness.
• Low advertising budget
THREATS
• Big player such as Google Trips and OTA (i.e Expedia,
Traveloka) migh decide to expand their current trip
planning tools and content to compete with
Lintasarta Smart Tourism.
• Data privacy might become an issue for some
customers / tourists.
Thankyou