Testimonials

This past May, Great Smokey Mountains Association (GSMA) launched their Best of the Smokies iPhone app, the first mobile guide to a national park developed by a cooperating association. Since the launch they've been collecting data on how people purchase and use the app, and it is showing promising signs for engaging visitors to the parks with smartphones. Currently about 3 out of every 10 people in the U.S. have a smartphone. Nielson projects this number will reach about 5 out of 10 by the end of 2011. This doesn't include owners of devices like the iPod Touch, which can also run mobile apps.
   Working with Nomad Mobile Guides, GSMA offered both a free version with essential information about the park, and a Best of version which bundles information from several pamphlets sold in the visitor centers for $4.99. Since launch, 1 out of every 4 app downloads has been for the paid version. Particularly successful has been the idea of letting users buy additional content through in-app purchasing. GSMA offers several add-ons like Cades Cove Day Hikes and Newfound Gap Road Auto-Touring. Sales of these add-ons account for 40% of total purchases, and 25% of revenue. What's the most popular content in the app? The Cades Cove Auto Tour is a runaway favorite, and pretty much anything to do with waterfalls. People who download the app use it an average of 2.4 times a week, compared to 1.8 for all other travel apps. Ratings have averaged 4.5 out of 5 stars.
   "We're excited about reaching new audiences with this technology," said Terry Maddox, executive director of GSMA. "Nomad was quick to recognize that cooperating associations have a treasure trove of content and expertise related to their areas. It's been a fruitful partnership," he added.


“We just have so much great triple-checked [GPS-tagged content] locked up in books. I'm excited about the prospect of letting the content loose so easily on the iPhone.”