Seeking Technologies for Seamless Experience and Data Capture

Background / Description

The Open Innovation Platform (OIP), an initiative by the Info-Communications Media Development Authority of Singapore (IMDA), aims to connect real business challenges to problem solvers. 



The National Heritage Board (NHB) is the custodian of Singapore’s heritage. They are responsible for telling the Singapore story, sharing the Singaporean experience and imparting our Singapore spirit. They manage the national museums and heritage institutions and sets policies relating to heritage sites, national Monuments and the national collection. Through the museums and heritage institutions that they manage, as well as through our signature festivals and programmes, NHB aims to connect the past, present and future generations of Singaporeans and drive more engagement and visitor traffic across the collection through the use of innovative technologies.

The Singapore Tourism Board (STB) is responsible for the development of the tourism sector which includes the attractions in Singapore. There is a wide range of genres of attractions in Singapore, bringing in a diverse range of visitors of different nationalities, profiles and purposes of visits. Across the attractions, there are different systems, business models and revenue sources. However, there is no way to reconcile profile and consumption data collected across the various attractions and within attractions. These data could be generated from indoor and outdoor attractions, events, festivals, retail, F&B and ticketing, and of varying scales.

As part of this challenge, NHB and STB are seeking proposals for innovative and cost-effective ways to register visitors, collect and build up visitor psychographic profiles and consumption patterns over time, to better engage with our visitors in unique and personalised ways. The desired outcomes are to better understand our visitors and to deliver a seamless and personalised end-to-end experience, so as to drive engagement and traffic.


Problem Statement

How can we capture visitor data, track their behaviour and consumption patterns to build profiles that enable us to deliver a seamless and personalised visitor experience?

Technical Specifications

What Are We Looking For

  • A prototype solution that can (a) deliver a seamless and personalised end-to-end visitor experience; and (b) capture visitor data for profiling and sense-making
  • For (a), the solution should be able to:
    • Automate registration and access, which is a key initial touchpoint with visitors and is currently manual, to be simple, fast and convenient
    • The visitor registration should be integrated with the following Single Sign-On (SSO) services and to automatically pull the data in:
  • Singaporean/PR: SingPass
  • Singaporean/PR and Tourists: VS ID (Visit Singapore ID)
  • Other means of registration may also be considered
    • Able to Identify and Correlate user engagements across activities and touchpoints (online and offline)
    • Deliver improved and personalised experiences
  • For (b), the solution should be able to:
    • Build a Visitor Profile through collection of behaviour & visitation patterns
    • Allow for effective cross-marketing and audience development
    • Sense-make the consolidated datasets on a near-immediate basis, with a clear and customisable data analysis tool
    • Allow for personalised experiences to be delivered as part of (a)
  • The solution should leverage on existing infrastructure and platforms as far as possible with minimal new investments needed to build new applications or infrastructure
  • Can be applied across a range of activities (outdoor and indoor) and leverages visitors’ typical daily transaction modes (e.g. instant messaging apps, email, websites, social media, NFC enabled devices, membership cards) rather than introduce a new mechanism (e.g. download a new app)
  • The prototype will need to be demonstrated at Indoor locations (National Museum, Asian Civilisations Museum)


Possible Use Case

Visitors will have quick and easy access to the museums by a one-time registration through the proposed solution. They do not need to purchase physical tickets as it is handled seamlessly by the solution. Once inside the museums, their behaviour and movements will be tracked. For example, data on which exhibits did they stay the longest or which café did they visit in the museum, will be collected. With this information, we are able to personalise the experiences that they enjoyed within the museum and also after they leave the museum. This allows our visitors to enjoy barrier-free entry and more targeted communication based on their interests, and potentially be able to achieve higher-efficiencies.


What's In It For You

  • SGD 60,000 of prize money for each winner of this challenge (see Award Model)
  • Access to test data, domain expertise (museum professionals with a wealth of content) and test sites with a ready audience segment
  • Opportunity to scale a successful prototype to the broader Attractions industry in Singapore
  • NHB and STB will publicise the winner at the end of the challenge



We are open to global and Singapore-based individuals, research providers and companies that have digital technology expertise and innovation capabilities. Some of these include Info-Comm and Media (ICM) start-ups, SMEs and larger companies. Problem Solvers should have the ability and desire to co-create and innovate with Problem Owners or/and other partners to translate their ideas into solutions that can address real business needs. 

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the prototype needs to be demonstrated in Singapore. Global applicants must be prepared to bear the additional cost of travel.


Further Details

Technical details of the problem statements as well as information related to the innovation calls can be found on the IMDA Open Innovation Platform (OIP) which you will be redirected to after clicking on the 'Proceed To Details' button below and filling up a short form with your basic information.

Preferred Business Model

  • R&D Collaboration
  • Business Collaboration (Joint Venture, Distribution)

Make an EnquiryProceed to Details