HISTORY UNWIRED Towards a New Tourism Experience http

HISTORY UNWIRED: Towards a New Tourism Experience http: //web. mit. edu/frontiers 1

Quienes Somos ? History Unwired es una empresa de investigación y desarrollo que surgió en el MIT que, usando tecnicas de "diseño-centradasen-el usuario" (user-centered design) desarrolla contenidos para tecnologias moviles orientadas a la exploracion de ciudades con alto patrimonio historico 2

New Technologies are entering the experience-economy 3

Markets 14 Millones de Turistas en Venecia (year long) Usuarios de Celular: mas del 70% de europeos tiene 1 Industria manufacturadora y de redes: incrementar margenes sobre la base de servicios “beyond voice” El contenido puede ser el “rey” 4

Segmentacionde Mercados High-End Market: This group of potential users will look for functions that explain history, “hidden” Venice, and local life. They will also use the practical features such as transportation schedules and event information, but they are willing to pay a little extra to get the complete “scoop” on Venice. Local Market: Possibly the most important aspect of the graph is that the locals are both the content producers and the custodians of the system, helping tourists use it and adding their own innovations and content. Low-End Market: This group of potential users will be looking for practical information and not willing to pay so much. They might be most interested in mapping features, restaurant suggestions, and coupons. They might be the group most likely to violate the Decalogue, but also most likely to respond to financial incentives to follow Decalogueendorsed routes and behaviors. 5

Actores. Involucrados : Clientes& Partners Tour Operators Looking for Differentiation Historic Cities Looking Towards the Future Hotels, Cruise Ships, Tour Companies, Universities (IUAV, MIT) Hotel/Restaurants Tourism Publishers (Let’s go, etc) Cell Phone Manufacturers (Sony Ericsson) and Operators Test Bed for new Content and Payment Model, Differentiation, Data Services Market Research, New Distribution Channels History Unwired 6

Local Businesses ·Product placement ·Advertising ·Coupons ·Last-minute offers Tourists/ Travel Organizations ·Content download fees ·Device rental ·Device purchase ·Access to photo albums/souvenirs ·Phone/SMS/e-mail/Web access Governments/Universities Cultural Organizations ·Digital/Audio guide development ·Special event multimedia package ·Virtual mobile galleries · Promotion of development zones · Modern tourist materials · Device connection to government 7 services · Safety and intelligent tourist

Category: “Modern Couple” Situation: Just got into Venice, don’t have too much time, and want to know “What can we do? ” Design Challenge: “Venice Frontiers” proposes an Explore category that gives visitors quick suggestions for activities based on their location and time they will be in Venice. This explore feature is linked to the Shopping, Food, and Events sections. In order to entice visitors to spend the night certain tours or restaurants may be linked to hotel discounts. [correct? ] 8

Category: “Single Traveler” Situation: Many tourists first arriving in Venice spend a lot of time figuring out where they are on the map and good things to do nearby. Design Challenge: “Venice Frontiers” explores various location-aware capabilities for all maps and tours provided. Using cell phone towers, networking points, or GPS, “Venice Frontiers” should locate the user upon startup. 9

Category: “History Lover” Situation: History lovers crave both immersive experiences in the city’s history and thorough knowledge of how to get around the city. They need tools that allow them to move seamlessly from practical to historical and even fictional media. Design Challenge: 10 “Venice Frontiers” would build in depth historical multimedia information for mobile devices. This information would always be linked to mapping and transportation information. In addition, locally-produced and researched audio and video (IUAV) would be constant features available throughout the system. So whether you want to know the story of the statue above you to the number of the bus taxi to Murano, the system makes all such information accessible.

Prototype Development Budget July-March, 2005 Item Cost Estimate (in Euros) Office/Studio Overhead (Rental, Secretary, etc. ) 58, 000 HU Team Salaries 80, 000 Training Program (Ca’ Foscari and Others) 55, 000 Consultant Fees (Design, Content Advisors, Business, 180, 000 and Site Maintenance) Marketing/Travel/Press Relations 50, 000 Scientific Coordination and Report Collaboration 35, 000 TOTAL 458, 000 E 11

Self-Sustained by 2006 ÙRevenues from Rentals, Tour Companies, Operators, and other Civic Governments will make content profitable by 2006. Ù Prototype funding through Spring, 2005 (~450. 000) Ù Initial operating funding (~250. 000) Ù Profits support after 2006. 12

STAGES 1. Implementation of network/transfer devices in streets and buildings. 2. Initial creation of content for a small area with local input = pilot. 3. Feedback from locals and tourists 4. Initial implementation 5. Building out network using university and local content producers. 6. Replicate in other cities 13

Space ÙThe next killer app is your surroundings ÙVenice – 14 M Visitors/Year – Walking City – Hunger for Story – Untapped Adult/High End Market 14

Time ÙAbility to quickly access information just on time and just-in-place ÙPractical, timely information (schedules, weather, warnings) ÙDeeper, longer expanded use of the device through IMMERSIVE NARRATIVE 15

Why Tourists? ÙTourists are sophisticated consumers. High-end niches ÙThey have the time and interest in the stories surrounding them as they move through urban spaces. ÙTourists are dynamic citizens of several cities throughout the world, specially in Europe. ÙTourists want fast, secure and authentic (local) experiences. 16

In an era of networks and devices … and converging protocols ÙWe Create Content that works with and beyond short messaging and database query ÙCreate immersive storytelling experiences that develop new mobile behaviors and data services markets. 17

Opportunities ÙMobile and Wireless Technologies Industry have not penetrated this market niche providing on-demand, customized historical information, creative experiences of place, and local interaction ÙDifferentiation: Competition in Telecom has been tough, this product can create a competitive advantage for telecoms, device manufacturers, and tour operators. ÙOver 60% of European citizens are mobile technology users. ÙContent and social applications will be killer apps. 18

MARKETS Ù 1 M tourists/month in Venice ÙNiches success -- spark larger trends (history lovers, cruise ships, etc. ) ÙNetwork of historical cities (EU sponsorship and beyond) ÙGreen tourism is more mobile and individual ÙOpportunity to sell an extra device with added value (in terms of content and networking). ÙOpen the market for Pocket PC and Palms –new markets 19

WHY US? ÙConnection to MIT Research and Development (ITCP) ÙApplied Humanism: Roots in history, sociology and anthropology of technology ÙInternational Team appropriate for diverse tourist flows. ÙStrong ties in Venice to government, grassroots, tourism, and university groups. ÙYoung, inventive, and committed 20

Why Venice? ÙWorld-Class Tourist City ÙLikelihood of ART/TECHNOLOGY Hub (Arsenale) ÙHistory as a hub from 15 th century ÙArchitecture and Ca’ Foscari young workforce ÙFlows of art, technology, and capital already exist ÙWorkforce training ÙBoundary City: among the past, the future and the water 21

Beware with Young Generations! 22

Preparing the Market & Satisfying New Customers 23

Socio-Technical Scenarios ÙRFDI (Radio Frequency Identification) Customized Tags with Public Displays (Plasma Posters) ÙOff-Line Content in Pocket PC or Palm Pilot Ù 802. 11 b (Wi-Fi) Networks ÙTelecom Networks ÙSome sort of Combination 24

Side Effects 25

LAB SPACE ÙStreet/water-level lab ÙOrganizational Space? ÙResearch on HCI ÙArsenale anchor operation ÙGeographically connecting east/west Europe (boundary space/city) ÙDiversify Venetian economy ÙDirect and Mobile Marketing Research 26

Addressing Civic Needs ÙLocal involvement will make the system both “authentic” and innovative ÙLocals can serve as living help system ÙSensitive implementation to local needs (pedestrian traffic, local customs, courtesy, and other decalogue concerns) ÙMeaningful and “valuable” exchanges 27

HISTORY UNWIRED: Turismo Inteligente Ciudadania & http: //web. mit. edu/frontiers 28

El Turismo en la Era Digital ÙCiudades con Patrimonio Historico se enfrentan al futuro – Preservacion vs. Disneyficacion ÙTurismo esta expandiendose en nuevas formas segun consumidores cada vez mas exigentes (econ. Experiencia) Ù Autenticidad, Turismo alternativo, contacto con costumbres y gente local, turismo verde. Ù Seguridad: Informacion rapidad y oportuna para ciudades de ritmo lento Ù Dispositivos conocidos y en-uso en Territorios Desconocidos 29

History Unwired: Quienes Somos ÙDevelopers: Michael Epstein, Cristobal Garcia and Filippo Dal Fiore + consultores ad hoc Ù Comite Consultivo: – Bill Mitchell, Head of Media Arts & Sciences, Media Lab – Henry Jenkins, Director MIT Comparative Media Studies – Jane Fountain, Director NCDG, Harvard University – Darrel Rhea, Principal Cheskin – Mitchell Resnick, Lifelong Kindergarten Director, MIT Media Lab 30

History Unwired: Servicios Ù Producimos contenido para tecnologias moviles para la exploracion de ciudades con alto contenido historico y potential turistico. ÙNuestro enfoque es “centrado-en-el-usuario” basado en un dialogo permanente con locales, instituciones relacionadas y turistas. ÙProducimos contenido multimedia que satisface necesidades y problemas relacionados con informacion practica (no solo en el momento sino en el lugar preciso) y nuevas maneras de contar historias. 31

Creacion Promociony Distribucion , Ù Educacion de post-grado en Produccion de Medios Moviles. Ù Archivos Digitales para Ciudades con Patrimonio Historico. ÙPromocion de Connecciones Inter-Ciudad ÙMultimedios: Audio, Imagenes Historicas, Flash, Video, y sistemas de informacion basados en locaciones especificas. 32

VINCULANDO FUENTES DE INFORMACION CON HABITOS DE ACCESO 33

Venecia como el punto de partida + Estocolmo Alcala, Vicenza … , 34

Clientes /Socios Tour Operadores que buscan Diferenciacion Ciudades Historicas mirando hacia el futuro Hoteles, Cruceros, Empresas de Turismo Clusters, Capacitacion Digital de la Fuerza, Guias Turisticos Empresas de Terminales y Operadores Universidades Testear nuevos contenidos, plataformas y Colaboracion en Investigacion y Desarrollo (MIT, Ca’ modelos de pago, Servicios de Datos en movimiento, Investigacion de Mercados, Foscari, VIU, Centro Palladio, Ivrea Interactive, Alcala), Nuevos Canales de Distribucion Testing al nivel de la calle, Cursos en Nuevos Medios, Intercambios Estudiantes 35

ORBITAL DESIGN MODEL FOR HISTORY UNWIRED CITIES 36

Nuestro Objetivoen el mediano plazo … Ù Red de Investigacion y Desarrollo en Tecnologias y Contenidos Moviles usando un enfoque centrado-en -el-usuario, vinculada a Ciudades con Patrimonio Historico. Ù Laboratorio de Multimedios : – En el desarrollo de tecnologia movil urbana – Estudio para Nuevos Modos de Contar “la” Historia y “las” historias de una ciudad. Ù Marca para Experiencias Inmersivas en Zonas Densas Historicamente 37

Prototype Development Budget July-March, 2005 Item Cost Estimate (in Euros) Office/Studio Overhead (Rental, Secretary, etc. ) 58, 000 HU Team Salaries 80, 000 Training Program (Ca’ Foscari and Others) 55, 000 Consultant Fees (Design, Content Advisors, Business, 180, 000 and Site Maintenance) Marketing/Travel/Press Relations 50, 000 Scientific Coordination and Report Collaboration 35, 000 TOTAL 458, 000 E 38

CONTRIBUTORS Civic Entities Tour Operators Distribution and Survey Collection (Regione Veneto, Comune di Venezia, Vicenza) Research Funds Cell Phone Manufacturers and Operators Universities Devices and Service (Sony/Erisson, Tre) Software, XTML consulting Research Funds MIT: Mobile Content Templates and Software and Technology Consulting Ca Foscari/Univ. Venice: Work Space/Development Space 39

Self-Sustained by 2006 ÙRevenues from Rentals, Tour Companies, Operators, and other Civic Governments will make content profitable by 2006. Ù Prototype funding through Spring, 2005 (~450. 000) Ù Initial operating funding (~250. 000) Ù Profits support after 2006. 40

STAGES 1. Implementation of network/transfer devices in streets and buildings. 2. Initial creation of content for a small area with local input = pilot. 3. Feedback from locals and tourists 4. Initial implementation 5. Building out network using university and local content producers. 6. Replicate in other cities 41