Good morning. I will be presenting today an overview of a recent project undertaken by JCDecaux and Vodafone to develop a unique photographic system to deliver both commercial and operational benefits.
JCDecaux is at the forefront of the Outdoor advertising industry, actively competing and working with other forms of advertising such as television, press, radio and the internet. As you can see we are the leaders in the many elements that make up the Outdoor market. Street Furniture: covering bus shelters, free standing advertising panels, advertising columns, litter bins, benches and flag poles. Transport: covering bus, tram, underground and especially airports. Billboards: covering multi size backlit panels, traditional paper and paste panels and new ground breaking high definition polyethylene posters. Self Service Bicycles: Installed in Lyon, Vienna, Brussels, 4 cities in Spain, Luxembourg, 10 cities in France and Paris where specifically we have installed 20,600 bikes across 1451 stations – all transforming the way the public approach their travel needs. We have a french expression that sums us up perfectly: Les Vitrines Du Monde. Which translates into ‘Showcasing the World’ – providing the highest quality shop window for all brands.
The UK business constitutes 3 elements, Billboard, Street Furniture and Airport. This project only covers Billboard and Street Furniture today but Airport will follow in 2010. 10, 500 billboards of multiple sizes across the UK, from Aberdeen to Portsmouth, from Great Yarmouth to Swansea. 25,000 telephone kiosks covering every town in the UK. Widespread coverage, consistent quality of presentation (based on local perception/industry experience – we now have to prove it) but time consuming to visit for both posting and maintenance, affected by weather and access issues, communication difficult through remote workers and high volumes of information to be managed manually.
Nearly 20,000 panels from Glasgow to Southampton, from Norwich to Cardiff. Each posting takes 2mins on average, high completion rates. Again, widespread coverage, we sell consistent quality of presentation (based on local perception/industry experience – but we now have to prove it) time consuming to visit for both posting and maintenance, less affected by weather and access issues, communication still difficult through remote workers and high volumes of information to be managed manually. Clients could not see, quickly and easily, what they had paid for.
We have been constantly out-performing the media market year after year. Whilst all display revenue has grown by 1% in the decade, we have grown by 35% with Newspapers and Radio actually down 15%. Obviously online has shown exponential growth. (a curve that continually gets steeper and steeper)
In 2000 it was worth £697m In 2008 the outdoor market was worth £938m
JCDecaux are the market leaders with 3 main competitors. As well as competing against each other in the UK; JCDecaux/Clear Channel and CBS also compete in many other countries.
Being the UK leader in number of 48-sheet billboards clearly demonstrates the brand strength of JCDecaux The growth of outdoor spend and the innovation in product development, especially by JCDecaux, has raised the expectation of accessibility and transparency of performance data. No longer will local perception and trust based on industry experience be enough. Therefore there is increased pressure on market leaders such as JCDecaux to lead the way.
We consistently raise the bar in sales and marketing and it is JCDecaux that shapes customer expectations within the Outdoor industry.
Television/radio and press advertising already satisfy the accountability question with transmission reports and voucher copies detailing audience and circulation data. Unfortunately Outdoor had been left behind until now!
JCDecaux Live: a collaboration between Vodafone and JCDecaux to design, develop and deliver a unique accountability solution for the Outdoor environment.
State of the art/integrated/customer focused– key elements that the technical partner we selected had to be able to prove they could deliver!
As I have mentioned previously one of the main qualities of JCDecaux is the consistent standard of presentation, but the downside from a photographic point of view is that one billboard/kiosk, bus shelter can look like any other; so a critical part of the design brief was to ensure we had a neutral, system controlled confirmation of date and time the photo taken as well as grid references of the location the photo was taken at. With the grid references of each panel already logged, comparison between the two sets of data allows a quick and easy verification that the right site has been photographed. As we need to provide real time access to proof of posting photos, the coverage from our mobile partner needed to be UK wide with industry leading levels of consistency. The skill set of the field workers is such that we needed to have system that was user friendly to navigate.
After a RFP process that lasted 6 weeks, where we provided an outline of our challenges and needs, we selected Vodafone as our Technical partner. As we were embarking on a new journey for JCDecaux and pushing technology to its available limits we did not want to presume that this stage that we new exactly how far we wanted to go and within what parameters. We wanted to explore this with our partner to ensure we maximised the potential of this new partnership and forge a relationship that would ensure we stretched each other; so we detailed our functional and user specification together and before we launched the key software developments produced a pilot system so we could see first hand if we were on the right track.
Photographic mgt was a demanding part of the development, with the need to store up to 70,000 images every week with approx 2000 20 x second video clips as well. For this challenge we selected Artesia DAM from Open Text. To integrate the mobile application with our existing commercial and operational systems and also develop the client portal for viewing completed postings; we selected PA Consulting. For the mobile application we selected Vodafone Enterprise Solutions.
Deployment consists of 4 phases. Billboards was our first target as there are more reasons why you cannot complete the postings such as too windy, too wet, too cold and access issues. 260 users of mixed technical abilities across the UK, employed by 8 different Contractors. Street furniture this year with Airport to follow in 2010 and then covering all maintenance activities as well such as cleaning, glass repairs, inspections, testing, removals and installations – all with photographic proof of completion.
We needed a partner that was a proven leader in mobile business applications. We wanted to deliver the most technically advanced application within 6 months- we could not take any chances. Today Vodafone is the preferred communications partner to UK businesses - chosen by over 55% of all organisations With our advertising panels spread across the UK we needed not only comprehensive coverage but more importantly we needed continuity of that coverage as the real time transmission of images for our clients to view was a key target for us. We needed the reassurance that they had the financial stability and scale that meant that they were going to be around for the long term. Handset functionality and cost was also a key concern for us and it was paramount that we had access to the greatest range of devices, at the lowest cost and had the ability to influence functionality through the manufacturer if necessary.
JCDecaux manages similar operations across 55 countries and so in order for the JCDecaux Group to also benefit from our UK developments we needed a partner with similar coverage. Vodafone has a global footprint – with ownership interests in 27 countries across 5 continents. In addition they have close partners in a further 40 countries.
Without a doubt JCDecaux has an in depth knowledge of the media world but we clearly understood that we needed additional technically competent project mgt resources. The Vodafone team allocated to the project stayed from start to finish. Vodafone took the time to understood our unique processes. Their response to our requirements was to develop a bespoke solution, tailored to meet our specific needs. Vodafone’s experience in delivering complex mobile solutions gave us the confidence they would deliver what we needed on time and on budget
I mentioned before the need for consistency of their mobile networks. This also needed to extend to the ongoing support and security of the mobile application. Having access to their 24/7 support teams was very reassuring in the early stages of deployment especially with clients showing a lot of interest at this time. Lets now take a look and see how it looks in the field.
Real time transfer of images to the client portal
Ability to search multiple panels and/or brands.
Use mapping software see panel in a city wide context
Campaign summaries showing percentage of completed postings and non postings.
Ability of clients to review all details and ask questions via the portal as well. We can now hear from the body that represents British Advertisers on the need for greater accountability and JCDecaux Live.
Client feedback has been very positive and sets the benchmark for our competitors to follow.
JCDecaux Live is now an integral part of all sales and marketing initiatives. We could not do without it.
With declining audiences in other media formats especially press there has never been a better opportunity for JCDecaux to prove its flexibility and accountability - JCDecaux Live.
It also fits perfectly with our new ‘Fast Forward’ printing and production service. This is a current campaign on display, sold last week.
JCDecaux Live adds greater value to our existing products and removes any doubt as to quality of product delivery. With 25,000 telephone kiosks across the UK what better way to give a client desk based access to view the successful posting of their campaign.
The same applies to our street furniture business. JCDecaux Live – another reason to buy JCDecaux.
I can say with much confidence that Vodafone and JCDecaux have developed a very effective partnership with the results of this project clear for all to see but more importantly we will continue the drive the momentum of this success to explore further opportunities. Thank you.
W&M 2009 – Case Study: A Real-time mobile application from businesses need to business solution.
Vodafone & JCDecaux Live!
<ul><li>No.1 worldwide in street furniture </li></ul><ul><li>No.1 worldwide in transport advertising with 165 airports </li></ul><ul><li>No.1 in Europe for billboards </li></ul><ul><li>No.1 in outdoor advertising in the Asia-Pacific region </li></ul><ul><li>No.1 worldwide in self-service bicycle hire </li></ul><ul><li>936,000 advertising panels in 55 countries </li></ul>
Scale of Large Format UK Operations <ul><li>10,500 Large Format advertising faces </li></ul><ul><li>90% Average Occupancy </li></ul><ul><li>Posted by 8 subcontractors over 5 days </li></ul><ul><li>Average number of postings per operative = 17 </li></ul><ul><li>25,000 BT payphones with average 50% occupancy </li></ul><ul><li>Posted by 8 subcontractors over 4 days </li></ul><ul><li>Average number of postings per operative = 45 </li></ul><ul><li>(London average is 65) </li></ul>
Scale of Street Furniture UK Operations <ul><li>17,193 Roadside advertising faces </li></ul><ul><li>98% average occupancy </li></ul><ul><li>2,000 Tesco (supermarket) advertising faces </li></ul><ul><li>97% average occupancy </li></ul><ul><li>265 Operational staff </li></ul><ul><li>Average number of postings per operative = 200 </li></ul>
Outdoor Revenue All Display TV Press Radio Outdoor Indexed v. 2000
What we committed to the industry <ul><li>Provide a state of the art ‘Proof of Posting’ system available via the web integrated into our existing and future operational activities </li></ul><ul><li>Providing our customers with timely, relevant and actionable information. </li></ul>
<ul><li>Posting instructions are automatically issued to Billposter </li></ul><ul><ul><li>Telling him where, when and what </li></ul></ul><ul><li>Billposter automatically confirms job completed </li></ul><ul><ul><li>Time, date & location with photograph </li></ul></ul><ul><li>Photo delivered automatically to a Web Portal </li></ul><ul><ul><li>Client able to see real-time posting </li></ul></ul><ul><li>Result </li></ul><ul><ul><li>Client confidence enhanced </li></ul></ul><ul><ul><li>Improved control on billposter operations </li></ul></ul><ul><ul><li>Report posting issues faster </li></ul></ul>Photographic Proof of Posting What is it?
Key Stages <ul><li>Appointed as technical partner </li></ul><ul><li>Defined a detailed functional and user specification </li></ul><ul><li>Developed a pilot system </li></ul><ul><li>Specified the technical architecture </li></ul><ul><li>Appointed to integrate mobile application and develop client portal </li></ul>
Application logic Photographic asset database Vodafone Application Service (VAS) Phoenix = Asset database & Booking programme WebOps = Job list programme for internal & subcontracted teams.
Scale of Deployment <ul><li>Jan 2007 – 260 users for billboards across UK </li></ul><ul><li>July 2009 – 130 users for street furniture across UK </li></ul><ul><li>Jan 2010 – 20 users for Airport across UK </li></ul><ul><li>Jan 2011 – 100 users for maintenance across UK </li></ul>
Why we chose Vodafone <ul><li>Comprehensive network coverage – UK & Global </li></ul><ul><li>Large existing customer base - 55% corporate market share </li></ul><ul><li>Financially stable </li></ul><ul><li>Global scale in technology and purchasing power </li></ul>289 million customers worldwide 1 100% UK voice coverage 81% UK 3G coverage 1 As at 31 December 2008 Growth in 2008
Project management & technical expertise Free your time Vodafone’s specialist consultants managed design, planning and specification, through to implementation and ongoing support and management Fully integrated The Vodafone solution integrated with our existing technology Rapid, low-risk deployment Vodafone’s Project Management processes based on the Prince 2 model ensured delivery on time and on budget Single point of ownership Vodafone was the prime contractor for the solution, easing communication process Proactive Vodafone introduced us to new ideas which will ensure the continued success of JCD Live
Comprehensive support services & quality assurance Business Continuity First mobile operator to achieve the British Standard for business continuity management (BS 25999) Bespoke Services Ability to design and build bespoke services with dedicated ITIL trained and accredited service managers Security Highest security standards aligned with internationally recognised security standard, ISO 27001 <ul><li>Support </li></ul><ul><li>Best in class network and service operation support </li></ul><ul><li>Provided by 600 specialist network and service managers </li></ul><ul><li>24x7x365 Incident Management Team </li></ul>ITIL Professionals
Client Testimonials “ JCDecaux Live! enables Posterscope to provide even greater accountability and verification to the marketplace.” “ JCDecaux Live! tells me exactly when my campaigns are posted on the street – delivering a level of accountability never seen before in outdoor advertising.” Lucy Catchpole Group Account Director Mindshare Nick Davis Client Service Director Postercope
All formats | Fast Forward Jan 09 – Mar 09 There has never been a greater time to take money from press and deliver short-term campaigns 208,765
Fast Forward & Live! Press voucher appearing this week in The Sun and News of the World
<ul><li>Booked Thursday, printed Friday and up by Monday – ready to catch the morning commuter on route to buy their daily paper </li></ul>Fast Forward & Live! JCDecaux Live! enabled Morrisons to watch their campaign go live across the country. AND
“ StreetTalk is the one media channel that never gets questioned for being on the Media plan.” Jennelle Tilling-Vice President of Marketing, KFC Invigorating the Product
Invigorating the Product JCDecaux Live! on 6-sheets