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Project Overview

Tapit is the easiest way on earth for people to access information from any physical environment such as posters, plaques, toys, tables, etc using their mobile phone.

A magical experience made simple, Tapit is effortless for people to use and doesn't require installation of apps, thumb typing URLs, searching or using your camera.

Simply tap, No app and your magical experience begins immediately.

Tapit use Near Field Communications (NFC) standards to effortlessly deliver content to people's phones.

Organisation

Tapit

Team

David Kainer - Chief Information Officer & Co-Founder
James D'arcy - Chief Technology Officer & Co-Founder
Jamie Conyngham - CEO & Co-Founder
Andrew Davis - Agency Director & Co-Founder
Dave Cunningham - Director

Project Brief

The Rocks is Australia's oldest suburb, millions of tourists descend on the location each year to discover the history and mystique of Australia's first settlement.

Part of the tourism experience is a Rocks Walking Tour which consists of 37 different sites that hold a special and historical significance to the area such as The Argyle Cut & Campbell's Store. Traditionally people were given a brochure to refer to throughout the walk, when they were at a certain site they could then look up the site and discover further information related to the site.

The NSW Government approached Tapit to develop a solution that enhanced a tourist's experience when completing the Rocks Walking Tour, creating a way for tourists to interact with far richer content than a brochure while also making it effortless for people to access this content.

Project Innovation / Need

The Rocks Walking Tour traditionally provided paper style brochures to tourists who could then refer throughout the walk to understand further information relating to a specific site they were viewing,

Paper style brochures whilst popular and useful are limited in their capacity to deliver rich information such as limited text and static only information. Added to this fact is that brochures are easily damaged and usually a burden to carry, have you ever had to open up a damaged brochure? It's not what we would call a rich experience.

Tapit identified that the mobile phone could be used as the mechanism to replace the brochure which opens up far richer experiences for tourists such as video, photo galleries, music and other multimedia.

The key ingredient was the way in which the tourist accessed this rich content while they were completing the Rocks Walking Tour, building an application and asking people to download was too much effort as was asking them type in a URL for each location.

Tapit developed a platform for tourists to access this rich content using the most effortless technology on earth when it comes to accessing information on your phone, Near Field Communications (NFC).

Instead of fumbling with brochures, downloading apps or typing URLs people could simply 'tap' their phone at any of the 37 unique Walking Tour sites and receive rich multimedia location specific content such as photos, videos and audio.

The world's information when you're out & about is now only a 'tap' away.

User Experience

We knew from the absolute start that this project from a user experience perspective had to be SIMPLE. Everything that was designed and implemented for this project had the mantra of Simplicity and Effortlessness.

Tapit designed 37 unique plaques that were enabled with Near Field Communications (NFC) as well as Quick Response (QR).

When people experience the Walking Tour using Tapit, they just simply 'tap' their phone against a Tapit enabled plaque at any of the 37 sites and location specific content is delivered to their phone instantly, the multimedia content is location specific which saves the person time having to select the site then select the content they wish to view.

All content has been created to be mobile optimised so content renders correctly on their phone.

Forget carrying around a brochure, forget having to download an application, forget having to type long URLs and forget having to search.

Tapit completely revolutionises the way people interact with the Rocks Walking Tour, a simple tap of their phone unlocks content that is rich and location specific.

The Rocks might be the oldest suburb in Australia but thanks to Tapit the Rocks Walking Tour is using the latest technology to help create richer customer experiences that are effortless and simple to use.

Goodbye to carrying around damaged brochures!

Refer to video for further information.

Project Marketing

Tapit in collaboration with the NSW Government has created materials to help educate tourists who are interested in conducting the Rocks Walking Tour. These materials are housed within the Rocks Tourist Information Centre and outline to consumers the benefits of using Tapit, how it used throughout the Walking Tour and finally a list of current NFC enabled handsets so people know if their phone can be used to 'tap'.

Tapit also has a broader marketing strategy that is not specific to this project but believes will add value to this and other Tapit enabled projects.

On all Tapit projects, Tapit ensure that the Tapit symbol is used so people clearly know where to 'tap' their phone in order for content to be delivered effortlessly using Near Field Communications (NFC).

By using the Tapit symbol as the activation marker on a variety of different projects in market including the Rocks Walking Tour creates a ubiquitous symbol that is instantly recognised as a way to effortlessly access information from physical environments whenever they see the symbol out & about.

Further rollout of Tapit enabled projects with NSW Government & Agencies such as The Australian Museum will also include the Tapit symbol.

This will further educate people so when they see the Tapit symbol all they need to is 'tap' and information is delivered effortlessly.