Mr Asseraf JCDecaux Smart City 2

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Mr Asseraf JCDecaux Smart City 2

  1. 1. INNOVATION 2.0 Albert AssérafEVP Strategy, Research & Marketing November 24th, 2011
  2. 2. AGENDA 2
  3. 3. AGENDA 3
  4. 4. From a family business…• 1964, Jean-Claude Decaux pioneered the street furniture conceptThe idea : to provide cities with high-quality street furniture and tomaintain it free of charge in return for the exclusive right to selladvertising 4
  5. 5. …to a world leader• Over 50 countries around the globe 5
  6. 6. A world leader and the only pure player in Out-of-Home Advertising N°1 N°1 N°1 N°1 N°1worldwide worldwide worldwide in Europe worldwide The only one worldwide “pure player” in Out-of-Home Advertising 6
  7. 7. Our Core ValuesDesign & Innovation Highest QualityEco-responsability Sustainable Mobility 7
  8. 8. JCDecaux’s Business Model JCDecaux is client focusedCities/Airports/Transport Authorities Brands Serving Citizens & Passengers Reaching Consumers A unique business model worldwide based on Innovation & Services 8
  9. 9. Innovation dedicated to our clients • 47 years of Innovation Scrolling Interactive CIP Senior Lamppost Infobus Cyclocity® terminal Pisa1964 1972 1973 1976 1980 1988 1991 1992 1995 1997 2003 2005 2006 2009 2010 Automatic Public Multi service Glass/battery PowerBus shelter Signage Convenience column bins Aéo® Digital Poles
  10. 10. Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 10
  11. 11. Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 11
  12. 12. Innovation dedicated to Cities• Innovative Street FurnitureThe first defibrillator in a The first air-conditioned bus shelter « EnergyMUPI » equipped street furniture panel with a charging station for motorscooters or bicyclesIn Boulogne-Billancourt In Doha, Qatar in La Haye, Netherlands 12
  13. 13. Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 13
  14. 14. Innovation dedicated to Airports Innovative services for passengers• Provide relevant solutions to answer passengers’ needs Clock Sponsoring Power Pole Interactive kiosksLos Angeles International Paris-Charles de Gaulle Shanghai-Hongqiao Airport Airport Airport
  15. 15. Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 15
  16. 16. Innovation dedicated to Citizens• Sustainable mobility with self-service bicycle hire• Cyclocity13 French cities67 cities worldwide47 000 bikes3 800 docking stations200 million self-service bicycle rentals Villo ! at Brussels 16
  17. 17. Innovation dedicated to Citizens• Vélib’ in Paris, the world’s largest self-service bike system• 20,600 self-service bicycle + 3 300 in close suburbs• Over 400 jobs created (285 full-time)• 80 to 120 000 journeys / day 17
  18. 18. Innovation dedicated to Citizens 18
  19. 19. Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 19
  20. 20. Innovation dedicated to Brands• Innovation to turn an advertising campaign into an urban event DISTRACTION ENTERTAINMENT• An Ideas Lab to stage BRAND RECALL ++ spectacular & interactive brand events BRAND ATTRIBUTION +++ EMERGENCE 20
  21. 21. Innovation dedicated to Brands 21
  22. 22. Innovation dedicated to Brands • Digital : new age, new mediumOctober 2008 December 2009 October 2010 September 2011 2012 2 000 4 500 6 300 7 600 screens screens screens screens 22
  23. 23. Innovation dedicated to Brands JCDecaux Digital worldwide 23
  24. 24. Innovation dedicated to Brands• A new medium to deliver new brand experiences 24
  25. 25. Innovation dedicated to Brands Interaction in Airports 25
  26. 26. Innovation dedicated to Brands Interaction in Shopping Malls 26
  27. 27. Keeping ahead in an increasingly competitive environment 27
  28. 28. AGENDA 28
  29. 29. Structuring the innovation process : The « top-down » approach• Creation of an Innovation Committee in 20098 membersExecutive VPs of the French subsidiairyCorporate functions : R&D, IT, Design, InnovateScreening of all innovationsSelection of projects & technologiesto be prototyped 29
  30. 30. Structuring the innovation process : The « top-down » approach• Creation of an Innovation Committee in 200935 meetings155 ideas23 achievements51 dropouts 30
  31. 31. Enlarging the innovation process : The « bottom-up » approach• Several initiatives launched in recent yearsFrance : internal innovation contest to all employees to all aspects of JCDecaux’s business Internal processes Sustainable development Client service Product innovation New business Human resources …A Jury presided over by Jean-Charles Decaux and composed of the innovationcommittee members 31
  32. 32. Enlarging the innovation process : The « bottom-up » approach• Several initiatives launched in recent yearsWorld: « Corporate Awards » rewarding the best innovations32 participating subsidiairies4 categories to compete in : Working Sustainable Creativity Efficiency Environment DevelopmentThe 400 top managers attending the JCDecauxconference vote to select the winning cases 32
  33. 33. Enlarging the innovation process : The « bottom-up » approach• Several initiatives launched in recent yearsFrance : a strategic objective to simplify andfacilitate our work processesAll employees were consulted to establish a diagnosisand gather innovative ideas 600 managers via a detailed questionnaire All other employees in discussion groups organised by managers 33
  34. 34. Introducing collaborative « web 2.0 » Innovation methods• Developing peer-to peer interactions worldwide to stimulate the circulation of ideasCompany social network launched at the corporate level 34
  35. 35. Introducing collaborative « web 2.0 » Innovation methods• A more informal way to share innovative ideas and evaluate themAn accelerated, more efficient way to state-of-the-art innovation 35
  36. 36. Introducing collaborative « web 2.0 » Innovation methods • JCDecaux Bee, launched in may 20111,500 members45+ communities35 countries2,500+ contents initiated on the platform(discussions, blog posts, documents)Waiting for the results of the Award of internal communicationfrom a french professionnal print media 36
  37. 37. Introducing collaborative « web 2.0 » Innovation methods 37
  38. 38. AGENDA 38
  39. 39. What are Quick Innovation Wins ?• In a number of circumstances, the on-going innovation process must shift into a higher gear to address crucial needs in the company 39
  40. 40. Accelerated Innovation Calls for tender• Vital bids require to speed up the innovation processExample : Aéroports de Paris advertising concessionOn-going innovation throughout the process4 months to answer a strategic RFPAccelerated innovation to address a wide number of issues Business Model Sales & Marketing Technology & Operations Design Organisation 40
  41. 41. Accelerated Innovation Time-to-Market issues• A highly competitive environment requires accelerationExample : U snap by JCDecauxThe first mobile app linking outdoor advertising to brands’ digital contents viaimage recognition :consumers simply snap the poster to engage with their favourite brands2010March Selection by the Innovation CommitteeApril Tests of the technology & usageMay Decision to launchJune-July DevelopmentAug-Sept Branding and launch campaignOctober Full scale launch 41
  42. 42. Accelerated Innovation Time-to-Market issues• Keeping ahead of the competitionExample : U snap by JCDecauxDownloadsCampaigns on U snap sinceOctober 2010 42
  43. 43. U snap 43
  44. 44. Accelerated Innovation Prospective Prototypes• Implementing real-life prototypes in urban experimentsExample : Intelligent Street FurnitureIn 2011, the city of Paris launched a project to showcase innovative streetfurniture. Throughout 2012, JCDecaux will experiment futuristic prototypesand investigate new usages in public places  44
  45. 45. Accelerated Innovation Prospective Prototypes• Implementing real-life prototypes in urban experimentsExample : Intelligent Street FurnitureAn accelerated process of “co-innovation” involving top management, aproject team gathering 5 different departments and 2 renowned designers2011January BrainstormingFebruary Proposal to the cityApril Selection of 7 projectsMay-Nov DevelopmentDecember First implementations 45
  46. 46. Accelerated Innovation Prospective Prototypes• Implementing real-life prototypes in urban experiments 46
  47. 47. Implementing real-life prototypes in urban experiments 47
  48. 48. Implementing real-life prototypes in urban experiments 48
  49. 49. Implementing real-life prototypes in urban experiments 49
  50. 50. Innovation 2.0 What next ? Collaborative innovation Co-innovation Project-driven innovation & adapted organisations …Innovate on the innovation process ! 50
  51. 51. Thank you for your attention November 24th, 2011

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