On 18th June I opened up a discussion as to where I thought that the industry was headed, that is the mp3 city guides industry. Click here for a more detailed and long-winded definition of the mp3 city guide industry. Already, after further exploration and investigation on the internet I have found some interesting development. These will undoubtedly excite the technophiles out there whilst striking fear into the heart of all you technophobes. My findings enable me to say this, that the travel industry is fast embracing all aspects of mobile technology.
Before I try to cover this in as brief and as interesting a way as possible, I would like to applaud one particular development on behalf of Apple and, more specifically, iTunes. After a good couple of years of striving for confirmation that the mp3 city guide industry does present another popular way of using an iPod, iTunes have actually said as much on their website. The boys from Cupertino, California have created a new section, ipodtours, where they have promoted the mp3 tours currently available for Chenonceau and Versailles in France, SFMOMA museum and Berlin's Jewish museum. Unsurprisingly the only other guide that they currently mention is the Disney Cruise Line iPod, which is preloaded with the relevant tours for your journey and ready to play. And more surprisingly they then supply an online guide on how to make a good a ipod tour.
Whisper it softly, but it looks like Apple are starting to agree with us, that the ipod lends itself to guiding and advising tourists and city visitors as well as it does to music listening. Have we turned a corner in professional and public perception? Well, certainly the professionals are beginning to value what we are doing and why, so it is now time to gain the trust of you, the disbelieving public. Over the course of the coming weeks, when we discuss several occurrences and changes within the industry, I am certain than you will start to have faith as well.
In the meantime, StrollOn...
When StrollOn went live in April, we were interested to note that, during the time in which we developed and produced our products, creating the current business, some 35 other MP3 City Guide companies had registered online, resulting in an industry that now constitutes some 50 companies in all. It is a growing industry, of that there can be no doubt, although it is equally clear that the concept has still not fully caught on, capturing the public's imagination and attention.
This is just one of the many sorts of slogans that the industry has been using to date to try to capture the traveling public's attention. However, it does not exactly explain what is on offer. It is certainly clever, but perhaps a bit too glib and therefore not effective in explaining what MP3 City Guides are - what their purpose is. Many journalists feel that the purpose of audioguides, audiotours and audiowalks is to take over the guidebook market. They all make it clear that, at the current point in time, the MP3 City Guide industry is ill-equipped to do so for various reasons. One of the main reasons appears to be the public's inevitable cynicism towards new ideas and products and I would suggest that where the MP3 City Guide industry has gone wrong to date is that it has not offered a clear and concise explanation as to what it offers the individual user, when it should be used, by whom and for what reason. Ultimately, the Industry has not managed to successfully explain away the cynicism and nervous attention with which it has been greeted thus far.
At the London Book Fair this year there was a tangible and obvious shift in how the Travel Publishing Industry views the "digitalisation" of travel related content, whereby information is relaid to the user in mp3 audio format, enjoyable on an iPod. There were several seminars on this matter accompanied by meetings of softly spoken men and women, trying to gauge what each other's companies were doing about adapting to a new age in the distribution and presentation of travel information. Some companies, such as Dorling Kindersley, were leading the way offering podcasts, but clearly this was not seen as the answer. And yet, in spite of all the furtive glances and clandestine activity during those three days in April, none of the Travel Publishing Industry's big boys - the likes of Rough Guides, Lonely Planet, AA, Berlitz and Dorling Kindersley - have subsequently acted upon this evident impulse. Clearly they do not feel that there is any "first mover advantage", most likely due to the fact that this requires explaining to the masses what this new concept actually is and where it is likely to lead.
Except it isn't and this is exactly where I believe that mistakes have been made in the promotion of MP3 City Guides. It is merely a different way of producing and distributing an old, tried, trusted and popular concept in travel, the Travel Guide. It is more accessible and convenient, allowing the user to get more out of their surroundings precisely when they want to, using two senses as opposed to one to enjoy the sites of the city.
The convenience stems from the fact that you can buy and receive the information online and then all that is needed is the ability to download the mp3 files to an iPod or other mp3 player. And since over 6 million members of the British adult population owned an iPod in early 2007, according to BMRB research, which amounted to 40% of the entire MP3 market, this last stage should not be a problem for many.
And the idea of two senses versus one stems from the fact that, by listening to city specific information, the user is able to concentrate fully on looking around themselves as opposed to reading from a page.
Ultimately then, the current concept is to make your ipod your "Guide Pod". Nowadays, when businessmen go abroad, the third item of technology that they allegedly pack, after their Laptops and Blackberries, are their iPods. With leisure travelers you can remove Laptops and Blackberries from the list. The idea is simple then: to utilise what you already have in your pocket to help you get more out of the city in which you are living, staying and walking.
There is no doubt that the idea of audio city-specific information will continue to grow in the coming years. In early 2007 8 million UK residents regularly downloaded and/or listened to podcasts, whilst museum and gallery audioguide producers such as Antenna are producing more and more content for growing client lists. But will the iPod and MP3 player still be key in how the information is presented and received? This is unlikely with the evolution of the mobile phone and PDA. Networks providers and handset producers are both seeking ways to improve their products, making them yet more indespensable to the average user. One way in which this will happen is by enabling the user to know not only where they are at any given time, with the help of mapping devices and GPS, but also to understand what attractions, features, sites and opportunities exist around them. The city will become more interactive and our aim is to ensure that not all the content is commercial and promotional, but also cultural, amusing and memorable.
In the last post I mentioned the term "City Stroller". This is something that we believe that every city dweller and visitor should aspire to be. "City Stroller" is a positive term, ( which is why we have chosen it as our signature), meaning one who chooses walking as their preferred method to see and travel within a city. Whilst we acknowledge that there are many other ways of seeing a city, from hot air balloons and helicopters, to river cruises and sewer tours, we also feel that using your own two feet buys you the most time to enjoy what you want to enjoy, when you want to enjoy it, with no hassle and hold ups, and no expense. Those who work out and hug trees might like to add that the act of walking does help to keep you fit and reduce carbon emissions. Indeed it was Giles Coran who, when spending a week leading a 70s lifestyle, recently said that they were able to gobble up vast quantities of sherbet fountains and trifle because the average 1970s employee spent at least half an hour a day walking to work.
So going by foot is the best way to make your way around a city, sightseeing as you go. Or at least we firmly believe so, which is why we have developed these mp3 city guides. All we can hope is that you agree, which requires you to give our products a go. At the moment they are £4.99, but our new range of audioguides and mp3 city guides will be available for free in a couple of weeks. In this case "credit crunch" will be no excuse and we look forward to your views and opinions on what we have produced so far, and whether walking is the best way to go sightseeing in a city like London.
In the meantime, StrollOn...
