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O SOur Sponsors
Toronto, September 2013
1
GuidaMi car sharing Milano
an integrated experience
CSA Annual Conference 2013
16-17th, Septembe...
Toronto, September 20132
Milan leading economic region
MILAN REGION
• 21% of national GDP
• 3 MLN inhabitants
• 6 MLN Trip...
Toronto, September 20133
Azienda Trasporti Milanesi - deep ancient roots
• Established in 1931
• 100% owned by milan
Munic...
Toronto, September 20134
ATM – an integrated mobility enterprise
• 300 KM Tramway network
• 5 Metro lines
• Bus
• Trolleyb...
Toronto, September 20135
ATM – a new vision for the city
TRANSPORT TECHNOLOGY
SMART CITY
CUSTOMER
Toronto, September 20136
ATM – a step beyond
Customer
Advertising
Commercial
spaces
NFC
devices
Brand
Standard
transaction...
Toronto, September 20137
Italian context – A top down approach
• ICS Iniziativa Car Sharing:
born in 2001 by Ministry of E...
Toronto, September 20138
ICS – the Italian market
• ICS key aspects:
shared standard (access, rules, pricing)
shared techn...
Toronto, September 2013
9
GuidaMi a station based car sharing
integrated with PT and the city
Toronto, September 201310
Brief history of car sharing in Milan
2001
2010
Toronto, September 201311
Customer, car and parking areas
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
2010 2011 2012 2013
...
Toronto, September 201312
Monthly utilization
25%
29%
32%
36%
0%
5%
10%
15%
20%
25%
30%
35%
40%
2010 2011 2012 2013
car ut...
Toronto, September 201313
Economics
0%
10%
20%
30%
40%
50%
60%
revenue growth vs PY revenue per customer vs PY revenue per...
Toronto, September 201314
Customer value
• An useful target for ATM (PT):
45% managers or entrepreneurs
62% university edu...
Toronto, September 201315
Customer value
• An useful target for the City:
53% don’t own a car
40% sells a car after joinin...
Toronto, September 201316
Target integration: the parking areas
60% Milan inhabitants live 5 min walk
88% customers reach ...
Toronto, September 201317
Target integration: facilities as PT
Toronto, September 201318
Target integration: one card for all services
Toronto, September 201319
Target integration: subscription bundling
406€Jan12
Sept 12
Target 2013
390€
Pricing, mobil pass
Toronto, September 201320
Target integration: sales channels
Join now!
www.guidami.net 55 %
ATM Point 30 %
partner agencie...
Toronto, September 201321
Target integration: corporate image and communication
Toronto, September 201322
Thank you!
Andrea Leverano
GuidaMi - ATM Servizi S.p.A.
www.guidami.net
andrea.leverano@atm.it
Andrea Leverano - GuidaMi in Milano
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Andrea Leverano - GuidaMi in Milano

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Transcript of "Andrea Leverano - GuidaMi in Milano"

  1. 1. O SOur Sponsors
  2. 2. Toronto, September 2013 1 GuidaMi car sharing Milano an integrated experience CSA Annual Conference 2013 16-17th, September - Toronto
  3. 3. Toronto, September 20132 Milan leading economic region MILAN REGION • 21% of national GDP • 3 MLN inhabitants • 6 MLN Trips/day
  4. 4. Toronto, September 20133 Azienda Trasporti Milanesi - deep ancient roots • Established in 1931 • 100% owned by milan Municipality • ATM Is an integrated group: 14 companies 9.000 employees 700 MLN passengers/year
  5. 5. Toronto, September 20134 ATM – an integrated mobility enterprise • 300 KM Tramway network • 5 Metro lines • Bus • Trolleybus • Bus on demand • Parking • Congestion charge • Bike sharing • Car sharing
  6. 6. Toronto, September 20135 ATM – a new vision for the city TRANSPORT TECHNOLOGY SMART CITY CUSTOMER
  7. 7. Toronto, September 20136 ATM – a step beyond Customer Advertising Commercial spaces NFC devices Brand Standard transactions Web transactions Infomobility Premium Service Connectivity Couponing Loyalty
  8. 8. Toronto, September 20137 Italian context – A top down approach • ICS Iniziativa Car Sharing: born in 2001 by Ministry of Environment collects local governments interested in car sharing co-finance the start-up (tech and mktg cost) • Figures: 11 cities (Rome, Milan, Turin, …) 23.000 customers 660 cars
  9. 9. Toronto, September 20138 ICS – the Italian market • ICS key aspects: shared standard (access, rules, pricing) shared technology (national interoperability) co-marketing actions
  10. 10. Toronto, September 2013 9 GuidaMi a station based car sharing integrated with PT and the city
  11. 11. Toronto, September 201310 Brief history of car sharing in Milan 2001 2010
  12. 12. Toronto, September 201311 Customer, car and parking areas 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 2010 2011 2012 2013 Customer + 45% year 0 20 40 60 80 100 120 140 160 180 2010 2011 2012 2013 car parking areas
  13. 13. Toronto, September 201312 Monthly utilization 25% 29% 32% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% 2010 2011 2012 2013 car utilization rate users/customers 31,4% journeys/users 3,5 hrs/journeys 6,8 km/journeys 47 frequent user (1-2 week) 20% light user (1-3 month) 57%
  14. 14. Toronto, September 201313 Economics 0% 10% 20% 30% 40% 50% 60% revenue growth vs PY revenue per customer vs PY revenue per vehicle vs PY 2011 vs 2010 2012 vs 2011 0% 5% 10% 15% 20% 25% 30% 2010 2011 2012 ics funding/cost
  15. 15. Toronto, September 201314 Customer value • An useful target for ATM (PT): 45% managers or entrepreneurs 62% university education 70% smartphone user, 35% regularly buy online
  16. 16. Toronto, September 201315 Customer value • An useful target for the City: 53% don’t own a car 40% sells a car after joining the service 73 % use daily PT or bike
  17. 17. Toronto, September 201316 Target integration: the parking areas 60% Milan inhabitants live 5 min walk 88% customers reach a PA less then 10 min
  18. 18. Toronto, September 201317 Target integration: facilities as PT
  19. 19. Toronto, September 201318 Target integration: one card for all services
  20. 20. Toronto, September 201319 Target integration: subscription bundling 406€Jan12 Sept 12 Target 2013 390€ Pricing, mobil pass
  21. 21. Toronto, September 201320 Target integration: sales channels Join now! www.guidami.net 55 % ATM Point 30 % partner agencies 15 %
  22. 22. Toronto, September 201321 Target integration: corporate image and communication
  23. 23. Toronto, September 201322 Thank you! Andrea Leverano GuidaMi - ATM Servizi S.p.A. www.guidami.net andrea.leverano@atm.it
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