Community Research and Development Information Service - CORDIS

FP7

DIG Report Summary

Project ID: 286927
Funded under: FP7-SME
Country: Spain

Final Report Summary - DIG (DIGITAL INTERACTIVE GRAFFITI)

Executive Summary:
Can you imagine that everyone (including every business) could write on the walls of a street? That is what DIG will be a proxy for. It will enable content originators to write on the walls and leave messages for others. Many will be able to write on the same walls. Users that want to read messages will do so with a filter so that only the GRAFFITI they are interested in are shown to them. To write and read a smart phone with simple location tags of different sorts will be used (QR codes or GPS markers). The idea is simple but the changes it will enable profound – very much like SMSs, email or even Facebook were simple ideas that had strong lasting impacts.
Project Context and Objectives:
The DIG project during its two years of duration has developed across the following pathways:
• WP1 – Project management: to plan, organise & review all consortium and participant activities;
• WP2 – Need Analysis: to define the key requirements of the SMEs members of the SME-AGs;
• WP3 – Development of Methodology: to design and deliver the project’s methodological framework and the necessary documentation describing its impact into the tourism sector;
• WP4 – Platform Development: to specify, design and develop the DG set of applications, as well as, the user’s interfaces;
• WP5 – Demo and Evaluation: implementation of the proposed services in the SMEs members round Europe;
• WP6 – Dissemination: to disseminate the technology developed during the previous work packages as widely as possible to EU SMEs.

DIG has developed a technical solution to problems common to a large number of SMEs in the specific tourism and retail sectors through research by developing a platform conforming European norms and standards. The expected outcome should demonstrate a clear economic impact for the SME members through increased visibility and sales but also to the Associations by allowing them to offer a better service and increase their membership revenues.

Project Results:
DIG Toolkit Platform is a state-of-the-art ICT platform that offers a set of advanced modern mobile marketing tools optimized for EU SMEs that have little ICT background knowledge and no knowledge of rich media creation for mobile devices. Such SMEs can use DIG Toolkit Platform for marketing their business to the mobile channel (well positioning the latter in the emerging arena of mobile marketing). Examples of the offered capabilities to SMEs are the following:

a) Creating personalized mobile optimized content offering to their businesses mobile & internet presence,
b) Creating rich media mobile websites with offers and products descriptions or social networks interactions,
c) Publishing digital graffiti to attract consumers,
d) Using QR codes and NFC tags for creating proximity marketing campaigns,
e Enabling push notification campaigns for location-based advertising,
f) Creating their business mobile native applications for popular mobile operating systems namely, iOS, Android and Microsoft Windows Phone 8 platforms.

Moreover, DIG Toolkit Platform and its corresponding Tools (web services and native applications) aim at enabling DIG Services Portfolio (as detailed in project’s DoW). DIG Services Portfolio is comprised of nine advanced business-oriented mobile marketing services which, in order to be enabled, one or more DIG Toolkit Platform tools need to be harmonically integrated and, thus, jointly exploited by SMEs. These nine services are:

1. DIG QR Codes
2. DIG Proof of Presence
3. Mobile Community Alerts
4. Mobile Store Locator
5. Mobile Invitations
6. DIG Shopping
7. Restaurant Social Network
8. Advanced Analytics
9. Graffiti

The last of these services is, in fact, the inspirational idea of the DIG Project. The concept of Graffiti comes from the question: Can you imagine that everyone (including every business) could write on the walls of a street? That is what Graffiti is a proxy for. The idea is simple but the changes it enables are profound – perhaps very much like SMSs, e-mail or even Facebook were simple ideas that had strong lasting impacts.

The DIG Toolkit Platform consists of multiple components (5 web services and 2 native applications) harmonically integrated and collaborating towards efficiently facilitating DIG Services Portfolio and ultimately, enabling low-IT-skill SMEs to create, launch, manage and optimize their own mobile marketing campaigns. The development of the DIG Toolkit software architecture and thus, its final components and their interconnections has been an evolutionary process, based on SMEs feedback obtained and analysed throughout DIG pilots.

In summary, DIG Ecosystem comprises of two main actors: the SMEs and/or SME AGs (the main content providers and the owners/enabler of a mobile marketing campaign), and the end users consuming the generated content. Moreover, DIG toolkit is developed as a set of WEB services, and provides the necessary tools, APIs and interfaces towards enabling content generation, management and serving towards efficiently creating a personalized and optimized mobile marketing campaign. The operation, sub-modules, architecture and interactions of the main core components of all DIG Platform Toolkit Services are portrayed, providing an overall view of the DIG Architecture.

The different components of the DIG Platform are:
- DIG Ria
- DIG Physical
- DIG Camp
- DIG Graffiti
- DIG Loyalty
- DIG Analytics

DIG Ria (access: http://dig-ria.velti.com)

DIG Ria is a novel rich media authoring tool for creating your business mobile presence and your promotions to reach out mobile consumers that matter. DIG Ria tool makes the creation of HTML5 rich media mobile sites as easy as making a presentation slide. DIG Ria simplicity and power enable designers and developers to build creations with superior end user experience for smart phones and tablets.

DIG Ria makes it easy to design and assemble high-impact, highly-interactive rich media content for smartphones, tablets, and standard web platforms. DIG Ria automatically manages the HTML5, CSS3 and JavaScript behind your rich media content to make the creation of content as easy as point and click.

DIG Ria is a software-as-a-service (SaaS) solution you access from your browser to build rich media content such as ads and complete web sites, incorporating key HTML5 capabilities such as offline support, smarter mobile forms, and advanced device features. You can build content projects once to run on any HTML5-compatible device without the time and expense of coding.

With DIG Ria, you can combine images, video clips, interactive galleries, 360-degree views, social media elements, animation, transition effects, and navigation styles into a rich interactive content experience — all without using third- party browser plug-ins. You can enhance your user's experience with CSS3 specifications such as rounded edges and borders, text wrapping, gradients, text shadows, background enhancements, and animations. You can also take full advantage of advanced device features such as the device's camera, accelerometer, gyroscope, and location services.

DIG Ria is for anyone who wishes to create a rich media site (web or mobile). Use DIG Ria to create your own mobile reach media site to reach your audience wherever they are. Exploit your presence to the Mobile Internet and get synced with your customers:
- Massive mobile reach;
- Real-time promotional offers
- Create social awareness (e.g., Facebook)

DIG Physical (access: http://dig-physical.velti.com)

DIG Physical is a physical markers campaign and conversion tracking tool. It allows the creation of physical markers - QR codes - that can be printed and attached to physical objects like your products or store, in order to promote to mobile consumers your services and products from non-digital media.

DIG Physical enables to create your own QR codes with online or offline information and to use them to launch your personalized mobile advertising campaigns using physical markers (QR codes).

There are plenty of various alternatives on how to use your QR codes in order to achieve a successful marketing campaign. To that end, DIG Physical provides you with a variety of ready to use QR code types that allows you to easily personalize your mobile marketing activity, from deals and promotional offers, to disseminating promotion events and integrating with social networks, all via just printing your QR codes. DIG Physical provides you with the enhance flexibility in launching your campaign in few steps:

- Create your content (e.g., an event, an offer even a mobile landing page or site).
- Print your information in a QR code.
- Install your physical marker and launch your campaign.

DIG Camp (access via http://dig-portal.velti.com/)

DIG Camp is a tool that allows delivering rich content campaigns to DIG mobile applications at no cost, while engaging interactions with users. It is based on location based broadcasts with various forms e.g., text messages, URLs, etc. It’s easy to use and launch a campaign in few simple steps.

DIG Camp enables personalized campaigns, in terms of targeting on specific audience of interest. It enables powerful analytics that allows tracking the progress of a campaign. Microsites’ URLs created via DIG Ria can be delivered to mobile users via a push notification campaign enabled via DIG Camp. Reach media notification can be delivered to the mobile end users.

DIG Graffiti Application (access: http://grafiti.mobi/app or https://play.google.com/store/apps/details?id=mobi.graffiti )

Can you imagine that everyone (including every business) could write on the walls of a street? That is what DIG Graffiti is a proxy for. It enables content originators to write on the walls and leave messages for others. Many are able to write on the same walls. Users that want to read messages will do so with a filter so that only the “graffiti” they are interested in are shown to them. The user can paste pictures or graffiti on any wall of any city, aided by a GPS enabled device to locate the exact location of the graffiti and display on a map. The user also can see the graffiti of other users including attachments such as photos, links or microsites.

DIG Graffiti is a powerful online tool that enables SMEs to create graffiti, online public messages for launching their mobile marketing campaigns. At the same time, end-customers use DIG Graffiti to socialize and receive marketing offers. It enables content originators to write on the walls and leave messages for others. To write and read a smart phone with simple location tags of different sorts is used (such as QR codes or GPS markers).

From a technical point of view, the application has three major architectural components, the DIG server (offering Graffiti hosting), the 3rd party development applications (that provide intelligence to Graffiti placements) and the mobile clients (that provide input/output functionalities as well as location information via GPS, QR codes, etc.).

DIG Loyalty (access via DIG Physical tool http://dig-physical.velti.com or https://play.google.com/store/apps/details?id=com.velti.digloyalty)

DIG Loyalty native application is an easy-to-use application that provides enhanced flexibility in scanning and managing QR codes, as well as accessing and treating notification alerts (including offers, events, promotional campaigns, etc.). In addition to the above, Loyalty application allows real-time synchronization with your DIG Physical account using the same account credentials. The latter functionality enables you to always carry on your mobile phone your personalized QR codes created via DIG Physical.

DIG Loyalty native application provides a new way to correlate the digital with the physical world. Bellow, a summary of the key functionalities enabled via DIG Loyalty application is provided.

Use DIG Loyalty to scan and group QR codes related to your preferred points, activities, or even products of interests (e.g., stores, hotels, restaurants, market places, touristic sites, events, etc.). Upon scanning a QR Code the retrieved information is stored and automatically categorized by DIG Loyalty App.

DIG Loyalty enables you to receive quick notifications (i.e., small informative messages) related to offers, events, promotional campaigns and short alerts. You can then access the content of a received notification on your Loyalty Application by just clicking it.
Send invitations which your friends and/or audience (e.g., customers) can easily carry on their mobile. You are planning your new store opening day, a special promotion event or even a festival? Create your personalized QR code and load it with useful information (e.g., map, phone number of the bar, time you meet, your message). Your audience will access the latter with just a snap using the DIG Loyalty App. They will never get lost!

Interesting places you want to have smart codes made for? Maybe your restaurant or your friend's bar? Make them accessible by printing smarts codes and sticking them. Having your own mobile reach media site? You want to quickly spread the news out? Print your mobile site URL on your QR code and post it everywhere!

DIG Loyalty allows you to sync and always carry you on your mobile device your marketing campaign QR Codes (created via DIG Physical tool (http://dig-physical.velti.com) and easily access, use, download and print them!

Fill in your details and create a QR code that contains your business information. Using Loyalty app, display it on your phone screen and have your business associate scan it with a QR code reader.

DIG Enhanced Analytics (access via http://dig-portal.velti.com/)

DIG Enhanced Analytics based on mGage technologies aims at creating a service that will allow the DIG platform SMEs to understand how consumers behave in their DIG mobile marketing campaigns by:
- collecting, storing and analyzing data related to end-user (visitor) behaviour throughout DIG mobile marketing campaigns as generated across ALL DIG services (DIG Ria for mobile sites), DIG Physical for Smartcodes, DIG Camp for Push Notifications, DIG Coupon Engine).
- presenting numerous reports in an easy to understand format

DIG Enhanced Analytics capability to collect and visualize multi-channel data across DIG Services and the corresponding marketing material created, is one of the key project technological innovations since, to the best of our knowledge, this is a unique feature compared to the most popular existing analytics platforms.

Follows a set of high level attributes of the tool:
- DIG Enhanced Analytics can be used for collecting and storing information with respect to user behaviour from DIG RIA campaigns (mobile web sites, mobile native applications), DIG Physical campaigns (QR codes/NFC codes), DIG Graffiti (mobile application and push notification), DIG Loyalty (mobile application), DIG Camp (Push notification campaigns to mobile apps)
- Able to analyse collected data from DIG enabled mobile web site, native applications, QR codes/NFC codes and Push Notifications
- Provides extensive reports related to number of visits per page, time period, country/state, mobile operator, device model/screen size etc, number of unique visitors per page, time period, mobile operator, device model etc, User profile statistics per time period, page number, device etc , entry / exit Pages / Click Paths, etc
- A server based system with all the processing for user behaviour analysis taking place on a server (farm) and all the GUI running on typical Web browsers

DIG Enhanced Analytics main advantage is that since it collects and stores the information related to users behaviour it can develop its own set of advanced key performance indicators and graphs/report without being constrained to the use of aggregated reports as defined by 3rd parties (such as Google Analytics or Flurry). DIG Enhanced Analytics activity reporting presentation is done through an easy to use WEB interface and graph presentation mechanism, providing through “Advanced Analytics” separate dashboards that DIG SMEs can overview campaigns’ information, detailed reports for pages, visitors, etc. (drill-down to a second or even a third level).
Potential Impact:
The DIG Platform Toolkit (DIG Toolkit) is an integrated mobile platform which exploits fully new media applications and social media and aims to empower SMEs that are active at the retail and the broader tourism and hospitality sectors. It has a two-fold aim, namely:
• Enhance the European SMEs Associations’ expertise and their respective portfolio of services towards their members by providing the practical guidelines and the relevant tools (technical & non-technical) needed in order to introduce/support their members in their transition to the mobile-enterprise era,
• Enhance the competitiveness of European SMEs by maximizing their potential in the emerging multi-platform, social-media, location-based services era providing an integrated prototype of mobile apps that open new business development & marketing channels for their clientele

It is expected to provide a clear economic impact to both actors (the SMEs & the SME Associations) by creating an innovative, up-to-date value chain with additional revenue streams (membership fees, mobile ads, special offers, personalized services, group offers etc.). It is also expected to contribute in addressing EU societal objectives including employment, environment and contribution to standards given that it will increase tourist-related employment, reduce carbon footprint through the use of information technologies instead of alternative paper-based support systems (i.e. leaflets, banners) and also foster new Europe-wide standards related to location-based services.

The main benefits of the DIG Service could be summarized as follows:
1. Provide practical guidelines and expertise to SMEs Associations in order to initiate their members into the mobile-marketing challenge
2. Develop an end-to-end mobile infrastructure for SMEs Associations in order to support their members’ mobile marketing activities especially those SMEs that lack expertise and resources to do so
3. Support the SMEs Associations’ decision-making, organization and work-plan towards their members through the DIG analytics application that permits the measurement and evaluation of DIG platform operations both centrally as well as on the site for every SME
4. Explore and provide to the SMEs new ways and technologies such as Interactive QR codes to reach people/customers on the go, in other words expanding their market basis and grow their business in the competitive mobile arena
5. Deploy personalized mobile sites or a mobile landing page for SMEs to interact and engage with their customers in a mobile level
6. Create new marketing space for SMEs by pushing localized updates and create special services for their customers as content originators
7. Harmonize, for both actors, their DIG campaigns with their existing marketing plans, content and dissemination methods

The DIG applications and methodologies are validated within four European countries (i.e. UK, Spain, Italy, Lithuania) in order to be customized and adapted for the effective deployment of the DIG system in the targeted countries and then progressively to the other European countries.
The DIG Toolkit offers a large variety of rich media (e.g., mobile micro-sites), authoring and campaign management tools that enable content originators to place their business into mobile internet and to easily launch their mobile marketing campaigns.

The DIG service will be positioned in the market as a holistic solution for digital and mobile marketing, including both licenses and provision of business training and consulting services. The DIG services will be offered via the mobile web. The server will be maintained and hosted by the consortium while the user licences (based on named users) will be sold to SMEs. The Manuals will be sold together with the user licences. Additionally, the SME is free to select which support services on demand.
The DIG services scheme takes into consideration:
• the development, implementation and consulting costs
• the trends in competition
• the financial capability and “willingness to pay” of prospective customers

Three types of licensing services are planned for the DIG set of technologies:
1. DIG-Basic License,
2. DIG-Workshop License,
3. DIG-Premium License.

It is basic belief of the consortium members that a new and very promising market is unfolding in the area of digital and mobile marketing. The consortium during the project has performed the necessary actions and activities in the four European countries that SME-AGs are originating from, in order to ensure that SMEs are informed and are willing to collaborate with the DIG partners and purchase the offered services. The consortium believes that the DIG service has the potential and the opportunity with its state-of-the-art applications to be launched successfully right after the end of the project. A solid interested group of organizations in different countries has been formed out of the DIG dissemination activities, plus the existing pilot SMEs.

As far as the structure of the post-DIG phase is concerned, the DIG consortium unanimously reached the decision that principally each SME-AG will exploit individually the project outcomes and that the commercial exploitation cannot not be performed under a joint scheme.
Immediately after the project ending an advisory group will be established, comprised by the SME-AGs that are commercially utilizing the DIG service (named after “DIG Commercial Advisory Group”). For the first year (Oct 2013 –Sept 2014) the group will have four members (one from each SME-AG) and it will be chaired by Barcelona Chamber of Commerce. “DIG Commercial Advisory Group” main responsibilities will be the following:
• Assess the direction of DIG services commercial deployment
• Supervises the technological support and overall communication with the RTD performers
• Makes suggestions for further development and commercial exploitation of the DIG services.
• Identifies potential commercial synergies among the SME-AGs as well as shares best practices and provides directions for better servicing of the SMEs among the associations. The DIG Commercial Advisory Group will meet bi-annually.

In the framework of operations of DIG Commercial Advisory Group, another group will be also established named after “Deployment Assessment Committee” (DAC). The committee will be established comprising from one representative per partner from the SME-AGs and the RTD performers. The objective of this committee will be to monitor and assess the exploitation phase of the DIG services as well as the technical support and maintenance of the tools provided by the RTD performers. The Committee will assess the progress annually and will be able to provide consultation and support to any SME-AG on deployment and implementation issues. Moreover, the committee will facilitate the scientific research collaboration among the partners beyond the DIG project on multi-disciplinary domains. The DAC will meet annually, with the first meeting to take place at project ending.

The RTD performers will undertake a specific role, critical for the sustainability of the service. The role of the RTD performers will be the following:
1. To host and maintain for two years, free of any charge the web-operation of all DIG services
2. To sustain and maintain the technical operations of the DIG service for two years free of any charge
3. To provide quality assurance reports and metrics bi-annually for the technical service provision to the “DIG Commercial Advisory Group”

The commercial deployment will be done independently by the four SME-AGs. These operations will be internalized and adapted to the current commercial functions of the entities. Thus the operational costs will maintained by each organization, by mobilising their internal resources (use of IT infrastructure, personnel, overheads, durable equipment etc).

The commercial deployment phase will be financed internally from each commercial partner (SME-AG). The Capital Expenditure required for the DIG commercial deployment phase per SME-AG will be invested for the following actions:
-Provision of marketing material (online and offline) for attracting SMEs
-Promotional activities of the services
Provision of training to SMEs

Operational Expenses include the following:
-Labour cost
-Travel and subsistence
-Subcontractors (salespeople, trainers or IT experts)
-Overhead on Labour

The Pricing policy is divided in two independent pricing schemes, one for the mature markets (England, Italy and Spain) and one for the under development market of Lithuania. It is evident that in order to support the uptake of digital and mobile marketing services in Lithuania and in order to follow the national pricing index, the prices for service provisioning will be less than the common prices of the mature markets.

The report on the Dissemination activities that have taken place during the 24 months of the DIG project lifetime is included in the deliverable D6.4 "Final Plan for the Use and Dissemination of the Foreground". The dissemination activities have taken place in the framework of WP6 “Dissemination”. The dissemination plan defined (D6.2 "Interim Plan for the Use and Dissemination of the Foreground") submitted on month 9 acts as a reference guide for all the dissemination activities that occurred throughout the project.
List of Websites:
The official web page of the DIG project is partially available at http://grafiti.mobi. Two DIG applications for Android can be downloaded from Google play. Updates are published periodically. They can be downloaded at the following addresses:

https://play.google.com/store/apps/details?id=mobi.graffiti
https://play.google.com/store/apps/details?id=com.velti.digloyalty

The iPhone version of DIG Graffiti can be downloaded from the AppStore searching “DIG” or from the web address: http://grafiti.mobi/ddi.
For the web version of DIG Graffiti, go to http://graffiti.mooo.com/graffiti/app/index.html or http://grafiti.mobi/app.

DIG RIA, DIG Camp, DIG Analytics and DIG Physical are located all in http://dig.velti.com. Check http://dig-physical.velti.com/, http://dig-ria.velti.com/, https://dig-camp.appspot.com/ for a direct access to all these tools. Note that DIG Analytics can be obtained directly from other tools such as DIG Physical also.

If there is any issue with these URLs or with the registration process, online support is provided from the e-mail address dig.pao@gmail.com. Note that new versions of the tools are being uploaded some times a week.

Related information

Reported by

CAMBRA OFICIAL DE COMERC INDUSTRIA I NAVEGACIO DE BARCELONA
Spain
Follow us on: RSS Facebook Twitter YouTube Managed by the EU Publications Office Top