When it comes down to communication between customers and their target group (user), everything nowadays is mobile-based. You are ordering food during your underground ride home, you order a ticket during your UBER ride to the train, you check in on the airport with your mobile phone and of course, you use different apps to inform you about the place you are currently staying at. And this is what it brings it to the point and why we startet Oroundo, a project based on location based services and communication between our target group and there customers (users).
From the start back in 2013, we started creating an application which just informs cultural interested users, like tourists or local museum visitores, about what is going on on the cultural sector. We startet with a few houses in the D-A-CH (Germany, Austria and Switzerland) region and generated lots of content. The application worked fine, it was usable also without internet connection and downloads where running OK. But something was missing the whole time. Interaction between users themselves as well as a smart connection between the museums and there visitors.
Business models like Airbnb, booking.com, tripadviser or others, showed the affinity to mobile products these days. People care about what other people have to say and they care about using their phone – wherever they are. Using the smartphone for checking the mails and interacting with people where only a few use cases. Using the smartphone to interact at the place of interest with the things I like was the new big thing. And facebook as the key player in communication between users turned out to be not the best tool for cultural institutions, if they want to target an exact peer group. You target like everyone and the benefit is close to nothing in the end. This was the feedback lots of institutions gave us during the conversation. They have to care about it, but the relationship is difficult. You can read this here.
We thought about that topic a lot and did not find a real solution for that need. But then, Apple decided to push a technolgy a lot – Apple iBeacon. With this technology you where able to connect the virtual world with the real one, wherever the customer is. Using beacons became really popular quite fast – mostly for retail use cases. We thought about the question „How to generate a desired use case for our users and target group? How to give and gather information without spamming? How to connect the user with the main target group of our company – cultural institutions ?“
After a first trial of implementing beacons in our „old“ application, it turend out that connecting new things to old systems is not the way of doing it. So we decided to create something new, something bigger, something more interactive. We started creating the first Oroundo Application which was only usable with beacons in museums which wanted to try it out. We started very small, with integration of audio files in the system, to replace the classical Audio Guide. The first house we implemented was our partner institution „Secession“ in Vienna. The use case was clear, but it soon turned out, there where not only some problems with the technoloy (Apple worked much better then Android), the use case it self was a little boring for us and the user. So we started working on something new.
We just finished creating our CMS, which can be used for several use cases. Museums, cities or companies can use our system to communicate with their users through the application, wherever they are. If they are at the place of interest, we use different technologies to trigger the information on their devices. This could be beacon, GPS, QR-Code or even WLAN. We started creating some multi-channel solutions together with our museum partner. Like in Salzburg, we create a mix of audio-guide, audio-video-stream and syncronisation. But the whole project will be described on my next blog post.
Wish you a great week – stay tuned!