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Mr Asseraf JCDecaux Smart City 2
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    Mr Asseraf JCDecaux Smart City 2 Mr Asseraf JCDecaux Smart City 2 Presentation Transcript

    • INNOVATION 2.0 Albert AssérafEVP Strategy, Research & Marketing November 24th, 2011
    • AGENDA 2
    • AGENDA 3
    • 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
    • …to a world leader• Over 50 countries around the globe 5
    • 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
    • Our Core ValuesDesign & Innovation Highest QualityEco-responsability Sustainable Mobility 7
    • 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
    • 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
    • Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 10
    • Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 11
    • 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
    • Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 13
    • 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
    • Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 15
    • 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
    • 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
    • Innovation dedicated to Citizens 18
    • Innovation dedicated to our clients• Cities, airports, citizens & brands alike benefit from our commitment to innovation 19
    • 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
    • Innovation dedicated to Brands 21
    • 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
    • Innovation dedicated to Brands JCDecaux Digital worldwide 23
    • Innovation dedicated to Brands• A new medium to deliver new brand experiences 24
    • Innovation dedicated to Brands Interaction in Airports 25
    • Innovation dedicated to Brands Interaction in Shopping Malls 26
    • Keeping ahead in an increasingly competitive environment 27
    • AGENDA 28
    • 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
    • Structuring the innovation process : The « top-down » approach• Creation of an Innovation Committee in 200935 meetings155 ideas23 achievements51 dropouts 30
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Introducing collaborative « web 2.0 » Innovation methods 37
    • AGENDA 38
    • 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
    • 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
    • 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
    • Accelerated Innovation Time-to-Market issues• Keeping ahead of the competitionExample : U snap by JCDecauxDownloadsCampaigns on U snap sinceOctober 2010 42
    • U snap 43
    • 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
    • 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
    • Accelerated Innovation Prospective Prototypes• Implementing real-life prototypes in urban experiments 46
    • Implementing real-life prototypes in urban experiments 47
    • Implementing real-life prototypes in urban experiments 48
    • Implementing real-life prototypes in urban experiments 49
    • Innovation 2.0 What next ? Collaborative innovation Co-innovation Project-driven innovation & adapted organisations …Innovate on the innovation process ! 50
    • Thank you for your attention November 24th, 2011