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A new app getting Ireland on track

A new app that helps people find walking & cycling trails around the country has been launched by the Minister of State for Tourism and Sport, Michael Ring. The app, which was produced by the Irish Sports Council and developed by Nimble Tours, is available from the iTunes App Store.

The app lets you find trails nearby, search by county or by activity. It provides information on the trailheads, grading information and descriptions of the trail. You can also see and submit trail reviews and share your trail experience on Facebook. The app works offline so that you can find trails even in places where you have no data coverage.

The app covers all kinds of trails – from the local “Sli” trails to long distance routes – so whether you are a family group looking for a Sunday stroll or a serious hiker looking for another mountain to climb this is the app for you. There are over 500 popular trails described in the app with additional trails being added soon.

John Treacy, Chief Executive of the Irish Sports Council said;

“Participation in physical activity is on the increase and recreational walking is hugely popular.  This app is one of the many initiatives of the National Trails Office which aims to increase use and enjoyment of the trails”.

John Maughan, Founder of Nimble Tours commented:

“People are increasingly relying on their mobile as a key information source. The Irish Sports Council have recognised this and placed trails information into the hands and pockets of their audience – literally at their fingertips. I think there is a growing awareness that a mobile strategy is no longer a luxury – it is a necessity”

About Nimble Tours

Nimble Tours based in Dublin, Ireland creates professional multimedia tour guide apps for mobile devices. We work with tourism and heritage promoters to deliver compelling apps for visitors in a cost-effective way. Our apps combine the GPS, mapping and multimedia capabilities of the phone to deliver great promotional material to prospective visitors and to enhance their experience when they arrive.

About the Irish Sports Council

The Irish Sports Council plans, leads and co-ordinate the sustainable development of competitive and recreational sport in Ireland. The Irish Sports Council’s vision is one where sport contributes to enhancing the quality of Irish life and everyone is encouraged and valued in sport; young people see sport participation as an integral and enjoyable part of their busy lives; individuals can develop their sporting abilities and enhance their enjoyment, limited only by their talent and commitment; and Irish sportsmen and women achieve consistent world-class performance, fairly.
The Irish Sports Council was established on 1 July 1999 under the Irish Sports Council Act and is a statutory authority comprising of eight major divisions; Anti-DopingCorporate ServicesHigh PerformanceIrish Institute of SportLocal Sports PartnershipsNational Governing BodiesNational Trails Office and Research.

About the National Trails Office

The National Trails Office was established in 2007 by the Irish Sports Council to coordinate and drive the implementation of an Irish Trails Strategy and to promote the use of recreational trails in Ireland.

The National Trails Office maintains a National Trails Register, in conjunction with a number of partner agencies and bodies ( currently >580 trails listed), promotes standards and good practice for trail development, supports new trail initiatives and undertakes promotional work aimed at increasing awareness and usage of recreational trails in Ireland.

 

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Dont believe everything you read.

In his post entitled Lies, damned lies, and statistics Anthony Quigley of the Digital Maketing Institute points out that a RedC market survey predicting that mobile penetration in Ireland would reach 71% by the end of 2012 was – (how do you say this kindly) – a little wayward. The actual smartphone penetration is in the mid-forties.

His central thesis is incontrovertible – we must always look out for misleading claims and numbers that are used loosely. In the case of Mobile penetration figures I think Google have a big advantage over other data providers because they have access to masses of data – RedC simply are not credible by comparison.

However I think it is also important to point out that the 43% figure published by Google is a) a big chunk of the overall market and b) should not be used in isolation to make decisions about a digital strategy. For example the same Mobile Planet site by Google tells us that 72% of 18-29 year olds in Ireland own a smartphone including 81% of Females in this group!. 53% of Males between 30-49 own one and the overall average is brought down considerably by the 19% of over 50′s who claim smartphone ownership.

A mobile strategy should therefore be considered in the context of the target audience. Mobile is a massively important channel already and is continuing to grow in importance. I would not like for this fact to get lost in the message that we must look past the headline figures when deciding our mobile strategy, check our data sources and maintain a healthy level of scepticism when faced with lies, damn lies and statistics.

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Building a mobile visitor app that requires a data connection?

Some mobile visitor applications require a data connection to be available in order to work properly. This causes issues for 2 reasons:

a) Overseas or cross-border visitors are normally a big target audience for the tourism/trails apps. However visitors often turn off data connections on their mobiles when abroad so that they do not attract unnecessary and often excessive data roaming charges levied by mobile operators.

b) Data connections can be unreliable, patchy or non-existant in certain places.

Therefore if your app is aimed at overseas visitors or if the public will be using the app in areas where mobile data connections are unavailable or unreliable you need to specify and design an app that does not require a data connection.

In these circumstances if your app provider proposes an app that requires a data connection for certain features then you should satisfy yourself that these features are not central to the usage of the app. For example many visitor applications depend on Google Maps which requires a data connection to work. If it is not possible to access maps without a data connection then a very significant feature of any trails/tourism app is lost.

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Reasons why DMO’s must get mobile

Smartphones have become a primary information source for many people. In Europe 37% of mobile phones are ‘smart’ and this number is expected to reach 50% by the end of 2011. Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012 while in the US 54% of all phones sold in the first 3 months of 2011 were ‘smart’.

Smartphone applications (apps) can be a great way to engage visitors and to promote your trail, location or attraction. A good visitor app can help the public discover your destination and can also serve to enrich their visit.

The benefits of a Smartphone application for the app publisher include:

a) Apps can promote the location, trail or attractions to the enormous and growing mobile audience.

b) Mobile smartphone apps are more accessible and usable than website content while on the go. The app is a key take- away from the publishers website and ensures that the publisher remains a trusted source of information while the user is out and about.

c) Apps can enhance the visitor experience by providing rich information about a location, attraction or trail. The multimedia capabilities of an app can help the place to come alive by showing things that cannot always be seen at a given point in time such as flora and fauna, the attraction in different weather conditions or re-enactments of historical events.

d) The app store allows visitors to access the app from anywhere at any time. This means that visitors can find and explore the app and associated attractions while in their hotel room at night when tourist offices and attractions are closed. This gives the publishers marketing message greater reach and accessibility to it’s intended audience.

e) A good mobile app can persuade a user to visit because the app can give them all the information they need get to you & to enjoy themselves when they are there.

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