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Passion. Inspiration. Future of Mobile.
“Best event for mobile” - WIRED
Hamburg
June 26th 2015
MLOVE IS A GLOBAL COMMUNITY CREATING INSPIRING EVENT
EXPERIENCES TO DRIVE THE FUTURE OF MOBILITY, T...
Hamburg
June 26th 2015
MILANOHow to make a 12th century city a smart city.
MLOVE
ConFestival 2015
INTRODUCTION
MARCO MASSAROTTO
Founder & Partner at DOING 
MILANO.
NOT SINGAPORE.
OR SEOUL.
A MEDIEVAL CITY WITH STONE ROADS.
A SMALL CITY MADE OF 1.3 MLN PEOPLE.
A WORLD DESIGN AND FASHION CAPITAL.
INDIVIDUALISTIC CITY. PROFESSIONALS HUB.
A STRONG “OWNERSHIP” CULTURE.
SOCIAL MEDIA MOBILE SHARING ECONOMY
By making citizens smart
HOW TO MAKE A 12TH CENTURY CITY A SMART CITY?
MLOVE
ConFestival 2015
1) SOCIAL MEDIA
AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY)
Mission control
AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY)
1.800real time updates on
overground and underground
networks per m...
AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY)
1.000answers on journeys and
services per month
A2A GROUP (POWER AND ENVIRONMENTAL SERVICES)
Operations
A2A GROUP (POWER AND ENVIRONMENTAL SERVICES)
4.000solved issues thanks to
social media 

since November 2013
ASK EXPO (EXPO 2015 WORLD EXHIBITION)
The social info-point and
customer service account
created for the very first time
in...
ASK EXPO (EXPO 2015 WORLD EXHIBITION)
4.350real time answers
since May 1st 

ASK EXPO (EXPO 2015 WORLD EXHIBITION)
1.030updates about 

buying, visiting,
getting around
COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION)
Mayor
Departments
Press office
COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION)
200
average daily answers 

to requests for information
250
DOING DIGITAL CONTROL ROOM
Traffic
news
Public
transport
Energy power
Environmental
services
Bike
sharing
EXPO 2015Municipal...
CRISIS MANAGEMENT: RIVER FLOATING
Municipality of Milan Public transport Power grid
Environmental services
PLANNED EVENTS: ASEM MEETING
Municipality of MilanPublic transport
MLOVE
ConFestival 2015
2) MOBILE
OPEN WIFI
400outdoor hotspots indoor access points in public spaces
700
DIGITAL AREAS
Wi-fi
Multimedia
touch screen
Taxi, emergency calls, e-
commerce, e-government,
tourist and mobility informat...
SMART PAYMENT
Pay for parking directly
with your smartphone.
SMART TICKETING
The app that queues at your place.
Select the nearest Register Office
Get a remote ticket with the app
Monit...
SMART REPORTING
deterioration of public
playgrounds
street lamps off,
unlit streets
baskets filled,
abandoned waste
TOURIST INFORMATION
Travel guide Events Itineraries Museums Kids
MLOVE
ConFestival 2015
3) SHARING ECONOMY
NUMBER OF CARS PER 100 INHABITANTS
51Milano
31London
29 21Berlin Paris
THE GOALS OF THE SUSTAINABLE MOBILITY URBAN PLAN
Reducing the negative impacts of car traffic
Congestion Pollution
Occupatio...
The most successful car sharing
service worldwide by single city usage
• 300K users in 1 year in Italy
• the first to be co...
BIKEMI
The first city in the world
provided with a 

one station / dual system.
ENJOY SCOOTER SHARING
The first city in the
world providing a solid
free floating scooter
sharing system.
DIGITAL BUSINESS FACILITATORS
coworking spaces officially
recognized by the Municipality
30
MLOVE
ConFestival 2015
SMART MOBILITY STRATEGY IN MILAN
ANTONIO BISIGNANO
Chief of staff to the Deputy Mayor for
transport ...
MILAN, TODAY
1,3people in Milan City
mln 3,4people in the
Metropolitan area
mln 1daily City users
mln
OVERALL MOBILITY - 2014
5,678trips per day
mln
of which 2,502 mln between
Milano and its urban area,
done 58% by car.
From a one-sectoral smart city strategy to a cross-sectoral strategy:
MILAN SMART MOBILITY STRATEGY
new services
the shari...
CAR SHARING
Station based
2002
CAR SHARING
Free floating
2013
• one way system
• fast reservation
• fleet with at least 80 vehicles
• 90% of the fleet with ...
CAR SHARING - FREE FLOATING SERVICES, TODAY
operating since August 2013 December 2013 May 2014
vehicles 700 Smart 600 Fiat...
Service extended to
25 cities of the Milan
Metropolitan area
CAR SHARING TODAY
June 2015
CAR SHARING TODAY
100% electric
June 2015
• 150 cars (650 by the end of October)
• over 100 km of autonomy
• 3.500 subscri...
Milan first European city to
launch a Public call for identifying
companies to perform the
Scooter Sharing Service.
 
• One...
BIKE SHARING
246stations
BIKE SHARING
3.600bikes
BIKE SHARING
1.000electric bikes
BIKE SHARING
37.105active users since
December 2008
BIKE SHARING
2.481.802
trips in 2014
BIKE SHARING
15.000daily rents
BIKE SHARING
15.232the record in uses in a day
INFOMOBILITY
MILANO PORTAL AND INTERMODAL TRIP PLANNER
For any route in Milan and
Lombardy, all the available
modes and alternative
iti...
RECHARGING THE TICKETS AND THE SMS-TICKET
After smartcard
«mobile recharge» …
…«light experimentations» in
NFC technologie...
THE MOBILE TRANSPORT TICKET
We decided to improve the user experience introducing a new mobile
ticket technology based on ...
THE MOBILE PARKING TICKET
• 3 different private operators
• possibility to associate multiple
car number plates
• totally g...
MLOVE
ConFestival 2015
MANAGEMENT OF A GLOBAL EVENT 

THROUGH TECHNOLOGY
GUIDO ARNONE
Director Technology and Digital
Inno...
EXPO MILANO 2015
When
1 May – 31 Oct
2015
Visitors
20 million
Digital EXPO
Millions of users
through digital
Expo 2015
Par...
EXPOSITION SITE
61
TECHNOLOGY FRAMEWORK
Digital Smart City Digital Expo
Focus on Visitor Experience
THE DIGITAL SMART CITY PROJECT
Layer 1
Energy & infrastructure
Layer 2
ICT
Layer 3
Safety & Security
Layer 4
Edutainment
L...
THE DIGITAL SMART CITY PROJECT
64
L1
L2
L3
L4
L5
(L1) electric vehicle 100 recharging points
(L1) Smart Lighting outdoor p...
EXPO DIGITAL SMART CITY DRIVERS
Service
Economic Sustainability
Is the Expo Digital Smart
City Sustainable?
SMARTAINABILITY® PROJECT
BENEFITSFUNCTIONALITYSMART TECHNOLOGY
Environment
Economic
Energy
Mobility
Living
1
2
3
PROJECT
O...
370 M€
Value In Kind Cash
Exclusivity
Partnership
Rights & Benefits
EXPO 2015 PARTNERS
ON LINE EXPERIENCE - WEB
visit
events
experiences
.org
magazine
recipes
WEB KPI – MAY 2015
4,5visitors
6,2 27sessions page views
April
May 7,7
visitors
11 48sessions page views
+80%
mln
mln
MOBILE EXPERIENCE – MOBILE APP
• Visit Guide
• Map & AroundMe
• Events & News
• Multimedia Content
• Ticket & Offers
• My E...
OFFICIAL APP KPI
May 1st – June 22nd
0,7unique users
4,1 8,3
sessions page views
mln
mln mln
ON SITE EXPERIENCE - INTERACTIVE TOTEM
totems
40+50
• Infopoint
• AroundMe
• Wayfinding
• Video
• Promotion & Adv
ON SITE EXPERIENCE - INTERACTIVE EWALL
eWalls
14
• Video
• Live Streaming
• Interactive App
• Promotion & Adv
ON SITE EXPERIENCE: LIVE BROADCAST REAL MADRID - JUVENTUS
SOCIAL ENGAGEMENT
likes
1,6mln
followers
540K 150K 10K
followers followers
answers from
4.3k
VIRTUAL TOUR
http://immersive.expo2015.org
http://virtual.expo2015.org
web
mobile
MLOVE
ConFestival 2015
TELECOMMUNICATIONS TO MODERNIZE
A CITY AND HANDLE A 15M MASS

OF PEOPLE IN 6 MONTHS
ANTONIO MUSTARO...
4 NUMBERS DESCRIBE IMPORTANCE OF CITIES IN THE NEAR FUTURE
2% 50% 75% 80%
2 50 75 80
Only 2% of the planet
is completely c...
TO BE SMART, CITIES MUST RESPECT 4 PRINCIPAL RULES
Inclusion and
participation
Quality,
sustainability,

cost of services
...
Operating
Center
A VERY STRONG AND WELL KNOWN MODEL
ICT Infrastructure: cloud / broadband / big data
TELECOM ITALIA DIGITAL SMART CITY PLATFORM
Nuvola Italiana
Broadband – Cloud – Big Data-
Sensor – Operating Center
• Light...
TIM CREATED THE DIGITAL SMART CITY IN EXPO 2015 MILANO
TIM FOR EXPO 2015 MILANO
43investment in
Value in Kind
mln €
TIM FOR EXPO 2015 MILANO
officialticket reseller
TIM FOR EXPO 2015 MILANO
in joint
communications
investment
TIM FOR EXPO 2015 MILANO
The Smart City and the
Command and Control Hub:
• +300km optical fiber network
• 300 servers in cl...
TIM FOR EXPO 2015 MILANO
ICTinfrastructure for the
Participant pavilions
TIM FOR EXPO 2015 MILANO
EXPO 2015 digital experience:
• Portal (Institutional,
Magazine, World Recipes)
• Dedicated Apps
...
TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015
SITE DIGITAL EXPO
EXTENDED EXPOCOMMAND AND CONTRO...
TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015
Extended
EXPO
Digital
signageSmart School
Digital...
ITALIAN PAVILION
INTEGRATED CATALOGUE FOR PAVILIONS
TECHNOLOGICAL FRAMEWORK
COMMAND AND CONTROL CENTER EXPO 2015 (EC3)
COMMAND AND CONTROL CENTER EXPO 2015 (EC3)
100 people engaged 300 servers in cloud
E015 AND TECHNOLOGY PLATFORM EC3: PRESENCE
TECHNOLOGY PLATFORM EC3: TRAIN AND AIRPLANE
TECHNOLOGY PLATFORM EC3: PARKING MONITORING
THE MODEL BECOMES REALITY IN EXPO SMART CITY
EC3
Hamburg
June 26th 2015
THANK YOU. / GRAZIE.
DOING.COM
Roma
Via Flaminia Vecchia 495
+39 06 33 27 45
Milano
Via Vespri Sici...
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Doing MLove ConFestival - Hamburg, June 26th 2015

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MLove is a global community creating inspiring event experiences to drive the future of mobility, the lifestyle of mobility, smart cities and mobile empowered enterprises.

MLove Events bring together CEOs, CMOs, innovators and startup entrepeneurs from across multiple disciplines to share, learn and cross-pollinate ideas with an array of scientists, artists and other thought leaders.

DOING was partner of MLove ConFestival 2015, taking place in Hamburg, June 24-26, providing a panel focused on Milan Smart City and Expo 2015.

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Doing MLove ConFestival - Hamburg, June 26th 2015

  1. 1. Passion. Inspiration. Future of Mobile. “Best event for mobile” - WIRED
  2. 2. Hamburg June 26th 2015 MLOVE IS A GLOBAL COMMUNITY CREATING INSPIRING EVENT EXPERIENCES TO DRIVE THE FUTURE OF MOBILITY, THE LIFESTYLE OF MOBILITY, SMART CITIES AND MOBILE EMPOWERED ENTERPRISES. MLOVE EVENTS BRING TOGETHER CEOs, CMOs, INNOVATORS AND STARTUP ENTREPRENEURS FROM ACROSS MULTIPLE DISCIPLINES TO SHARE, LEARN AND CROSS-POLLINATE IDEAS WITH AN ARRAY OF SCIENTISTS, ARTISTS AND OTHER THOUGHT LEADERS. DOING WAS PARTNER OF MLOVE CONFESTIVAL 2015, TAKING PLACE IN HAMBURG, JUNE 24-26, PROVIDING A PANEL FOCUSED ON MILAN SMART CITY AND EXPO 2015.
  3. 3. Hamburg June 26th 2015 MILANOHow to make a 12th century city a smart city.
  4. 4. MLOVE ConFestival 2015 INTRODUCTION MARCO MASSAROTTO Founder & Partner at DOING 
  5. 5. MILANO. NOT SINGAPORE. OR SEOUL.
  6. 6. A MEDIEVAL CITY WITH STONE ROADS. A SMALL CITY MADE OF 1.3 MLN PEOPLE. A WORLD DESIGN AND FASHION CAPITAL.
  7. 7. INDIVIDUALISTIC CITY. PROFESSIONALS HUB. A STRONG “OWNERSHIP” CULTURE.
  8. 8. SOCIAL MEDIA MOBILE SHARING ECONOMY By making citizens smart HOW TO MAKE A 12TH CENTURY CITY A SMART CITY?
  9. 9. MLOVE ConFestival 2015 1) SOCIAL MEDIA
  10. 10. AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY) Mission control
  11. 11. AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY) 1.800real time updates on overground and underground networks per month
  12. 12. AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY) 1.000answers on journeys and services per month
  13. 13. A2A GROUP (POWER AND ENVIRONMENTAL SERVICES) Operations
  14. 14. A2A GROUP (POWER AND ENVIRONMENTAL SERVICES) 4.000solved issues thanks to social media 
 since November 2013
  15. 15. ASK EXPO (EXPO 2015 WORLD EXHIBITION) The social info-point and customer service account created for the very first time in occasion of a World’s Fair. A partnership
  16. 16. ASK EXPO (EXPO 2015 WORLD EXHIBITION) 4.350real time answers since May 1st 

  17. 17. ASK EXPO (EXPO 2015 WORLD EXHIBITION) 1.030updates about 
 buying, visiting, getting around
  18. 18. COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION) Mayor Departments Press office
  19. 19. COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION) 200 average daily answers 
 to requests for information 250
  20. 20. DOING DIGITAL CONTROL ROOM Traffic news Public transport Energy power Environmental services Bike sharing EXPO 2015Municipality Integrated 
 crisis management and response strategy in case of emergencies and big events affecting public safety. Internal coordination between social media & monitoring teams
  21. 21. CRISIS MANAGEMENT: RIVER FLOATING Municipality of Milan Public transport Power grid Environmental services
  22. 22. PLANNED EVENTS: ASEM MEETING Municipality of MilanPublic transport
  23. 23. MLOVE ConFestival 2015 2) MOBILE
  24. 24. OPEN WIFI 400outdoor hotspots indoor access points in public spaces 700
  25. 25. DIGITAL AREAS Wi-fi Multimedia touch screen Taxi, emergency calls, e- commerce, e-government, tourist and mobility information recharge computer, phones, tablets, electric vehicles 29areas
  26. 26. SMART PAYMENT Pay for parking directly with your smartphone.
  27. 27. SMART TICKETING The app that queues at your place. Select the nearest Register Office Get a remote ticket with the app Monitor the queue and the expected time Get an alert when you are the next 1 2 3 4
  28. 28. SMART REPORTING deterioration of public playgrounds street lamps off, unlit streets baskets filled, abandoned waste
  29. 29. TOURIST INFORMATION Travel guide Events Itineraries Museums Kids
  30. 30. MLOVE ConFestival 2015 3) SHARING ECONOMY
  31. 31. NUMBER OF CARS PER 100 INHABITANTS 51Milano 31London 29 21Berlin Paris
  32. 32. THE GOALS OF THE SUSTAINABLE MOBILITY URBAN PLAN Reducing the negative impacts of car traffic Congestion Pollution Occupation of urban space
  33. 33. The most successful car sharing service worldwide by single city usage • 300K users in 1 year in Italy • the first to be completely paperless • more than 3.5 mln uses ENJOY BUSINESS STRATEGY SERVICE DESIGN, UX & DEVELOPMENT INTERACTIVE BRANDING CUSTOMER RELATIONSHIP
  34. 34. BIKEMI The first city in the world provided with a 
 one station / dual system.
  35. 35. ENJOY SCOOTER SHARING The first city in the world providing a solid free floating scooter sharing system.
  36. 36. DIGITAL BUSINESS FACILITATORS coworking spaces officially recognized by the Municipality 30
  37. 37. MLOVE ConFestival 2015 SMART MOBILITY STRATEGY IN MILAN ANTONIO BISIGNANO Chief of staff to the Deputy Mayor for transport and environment, City of Milan
  38. 38. MILAN, TODAY 1,3people in Milan City mln 3,4people in the Metropolitan area mln 1daily City users mln
  39. 39. OVERALL MOBILITY - 2014 5,678trips per day mln of which 2,502 mln between Milano and its urban area, done 58% by car.
  40. 40. From a one-sectoral smart city strategy to a cross-sectoral strategy: MILAN SMART MOBILITY STRATEGY new services the sharing mobility as complementary service to the traditional ones new user experience for existing services infomobility, mobile payment, open data and public lighting
  41. 41. CAR SHARING Station based 2002
  42. 42. CAR SHARING Free floating 2013 • one way system • fast reservation • fleet with at least 80 vehicles • 90% of the fleet with a length less than 4,50 m • 1.100 € Year for each car for the territory use (parking and congestion charge) Public call requirements
  43. 43. CAR SHARING - FREE FLOATING SERVICES, TODAY operating since August 2013 December 2013 May 2014 vehicles 700 Smart 600 Fiat 500 + 44 500L 370 Volkswagen Up! users ~ 80.000 ~ 160.000 ~ 27.000 driving rate (per min) 0,29 € 0,25 € 0,27 € parking rate (per min) 0,29 € 0,10 € 0,17 € reservation app / website app / website app / website car opening app / card app only app / card CAR 2 GO ENJOY TWIST
  44. 44. Service extended to 25 cities of the Milan Metropolitan area CAR SHARING TODAY June 2015
  45. 45. CAR SHARING TODAY 100% electric June 2015 • 150 cars (650 by the end of October) • over 100 km of autonomy • 3.500 subscribers in 2 weeks • first car sharing service with variable fees according to the individual mobility needs of the users
  46. 46. Milan first European city to launch a Public call for identifying companies to perform the Scooter Sharing Service.   • One way system within the 95% of the territorial coverage • Fast reservation by the user • Fleet of at least 120 Internal Combustion Engine scooters • Obligatory replacement every 4 years or upon reaching 50.000 km • Free training courses on driving and road safety for members and also for schools.  SCOOTER SHARING
  47. 47. BIKE SHARING 246stations
  48. 48. BIKE SHARING 3.600bikes
  49. 49. BIKE SHARING 1.000electric bikes
  50. 50. BIKE SHARING 37.105active users since December 2008
  51. 51. BIKE SHARING 2.481.802 trips in 2014
  52. 52. BIKE SHARING 15.000daily rents
  53. 53. BIKE SHARING 15.232the record in uses in a day
  54. 54. INFOMOBILITY
  55. 55. MILANO PORTAL AND INTERMODAL TRIP PLANNER For any route in Milan and Lombardy, all the available modes and alternative itineraries are visible.
  56. 56. RECHARGING THE TICKETS AND THE SMS-TICKET After smartcard «mobile recharge» … …«light experimentations» in NFC technologies… …now we can call on board SMS tickets and validation system!
  57. 57. THE MOBILE TRANSPORT TICKET We decided to improve the user experience introducing a new mobile ticket technology based on QR Code reader. We installed this new equipments on 2 entrances and 1 exit per station to cover all the urban and EXPO 2015 underground network. 1 2 3
  58. 58. THE MOBILE PARKING TICKET • 3 different private operators • possibility to associate multiple car number plates • totally geo-referentiated • possibility to extend
 the parking time
  59. 59. MLOVE ConFestival 2015 MANAGEMENT OF A GLOBAL EVENT 
 THROUGH TECHNOLOGY GUIDO ARNONE Director Technology and Digital Innovation, EXPO 2015 S.p.A. 
  60. 60. EXPO MILANO 2015 When 1 May – 31 Oct 2015 Visitors 20 million Digital EXPO Millions of users through digital Expo 2015 Participants +130 Countries 10 International Organizations Theme Feeding the Planet, Energy for Life
  61. 61. EXPOSITION SITE 61
  62. 62. TECHNOLOGY FRAMEWORK Digital Smart City Digital Expo Focus on Visitor Experience
  63. 63. THE DIGITAL SMART CITY PROJECT Layer 1 Energy & infrastructure Layer 2 ICT Layer 3 Safety & Security Layer 4 Edutainment Layer 5 Services •  Smart Grid •  Smart Lightning •  Smart Metering •  Fixed & Mobile Network •  Cloud Data Center •  IT (enterprise, visitors and participants) •  Access control & screening •  Surveillance & Monitoring •  Command Control Center •  Digital Engagement •  Mobile Applications •  Interactive Totem & E-Wall •  Mobility (electric car) •  Bank Services (NFC Payments) •  Smart Logistic
  64. 64. THE DIGITAL SMART CITY PROJECT 64 L1 L2 L3 L4 L5 (L1) electric vehicle 100 recharging points (L1) Smart Lighting outdoor points (L1)SmartGrid (L2)IPBackboneOptical Fiberforsecurityservices (L2) 200 km Optical Fiber for ICT (L2) 18 Macro and 24 Micro Cell for 3G/4G Mobile coverage (L2) Dedicated Could Data Center (L2) 1500 WiFi hot spots (L3) Multistandard access gateway (L3) 2000 Cameras for Video Surveillance (L3)DedicatedMainOperationCenter (L5) New generation ATM points (L5) Smart Electronic Ticket with integrated payment (L5) E-Couponing (L5)50ElectricCars (L5)CashlessNFCPayments (L4)14InteractiveE-Wall (L4) 100 Interactive totem (L4) Digital Signage Network (L4) Digital Guide (Smart City App)
  65. 65. EXPO DIGITAL SMART CITY DRIVERS Service Economic Sustainability Is the Expo Digital Smart City Sustainable?
  66. 66. SMARTAINABILITY® PROJECT BENEFITSFUNCTIONALITYSMART TECHNOLOGY Environment Economic Energy Mobility Living 1 2 3 PROJECT OBJECTIVES Measure with qualitative and quantitative data the «smartness» of the Smart City Expo. Develop a new methodology to quantify and compare the Smart Solutions and compare with other approaches Involve Expo Partners in the definition and development of the project and in its communication.
  67. 67. 370 M€ Value In Kind Cash Exclusivity Partnership Rights & Benefits
  68. 68. EXPO 2015 PARTNERS
  69. 69. ON LINE EXPERIENCE - WEB visit events experiences .org magazine recipes
  70. 70. WEB KPI – MAY 2015 4,5visitors 6,2 27sessions page views April May 7,7 visitors 11 48sessions page views +80% mln mln
  71. 71. MOBILE EXPERIENCE – MOBILE APP • Visit Guide • Map & AroundMe • Events & News • Multimedia Content • Ticket & Offers • My Expo Official Guide World Recipes Magazine • Recipes • Cluster view • Country view • Shopping List • Lifestyle • Culture • Sustainability • Innovation • Economy • Taste
  72. 72. OFFICIAL APP KPI May 1st – June 22nd 0,7unique users 4,1 8,3 sessions page views mln mln mln
  73. 73. ON SITE EXPERIENCE - INTERACTIVE TOTEM totems 40+50 • Infopoint • AroundMe • Wayfinding • Video • Promotion & Adv
  74. 74. ON SITE EXPERIENCE - INTERACTIVE EWALL eWalls 14 • Video • Live Streaming • Interactive App • Promotion & Adv
  75. 75. ON SITE EXPERIENCE: LIVE BROADCAST REAL MADRID - JUVENTUS
  76. 76. SOCIAL ENGAGEMENT likes 1,6mln followers 540K 150K 10K followers followers answers from 4.3k
  77. 77. VIRTUAL TOUR http://immersive.expo2015.org http://virtual.expo2015.org web mobile
  78. 78. MLOVE ConFestival 2015 TELECOMMUNICATIONS TO MODERNIZE A CITY AND HANDLE A 15M MASS
 OF PEOPLE IN 6 MONTHS ANTONIO MUSTARO Head of Business Development Expo
 at Telecom Italia
  79. 79. 4 NUMBERS DESCRIBE IMPORTANCE OF CITIES IN THE NEAR FUTURE 2% 50% 75% 80% 2 50 75 80 Only 2% of the planet is completely covered by urbanized areas More than 50% of the world population lives in urban areas 75% of the total energy is used inside the cities More than 80% of the world CO2 is produced in the cities
  80. 80. TO BE SMART, CITIES MUST RESPECT 4 PRINCIPAL RULES Inclusion and participation Quality, sustainability,
 cost of services Knowledge and monitoring Identity and culture Information, participation at the urban life; interaction between Public Sector and Citizens Territory Knowledge and monitoring Best choice of technologies and process to improve efficiency, quality
 of services Enhancement of the natural, artistic, cultural and historic heritage
  81. 81. Operating Center A VERY STRONG AND WELL KNOWN MODEL ICT Infrastructure: cloud / broadband / big data
  82. 82. TELECOM ITALIA DIGITAL SMART CITY PLATFORM Nuvola Italiana Broadband – Cloud – Big Data- Sensor – Operating Center • Lighting Management & Urban Security • Energy Efficiency • Infomobility and Fleet Management • Asset Management and metering • Smart Health & Wellness • Document Management • Smart Digital School • Digital Communication
  83. 83. TIM CREATED THE DIGITAL SMART CITY IN EXPO 2015 MILANO
  84. 84. TIM FOR EXPO 2015 MILANO 43investment in Value in Kind mln €
  85. 85. TIM FOR EXPO 2015 MILANO officialticket reseller
  86. 86. TIM FOR EXPO 2015 MILANO in joint communications investment
  87. 87. TIM FOR EXPO 2015 MILANO The Smart City and the Command and Control Hub: • +300km optical fiber network • 300 servers in cloud • Full LTE mobile coverage • +1,600 Wifi hotspots
  88. 88. TIM FOR EXPO 2015 MILANO ICTinfrastructure for the Participant pavilions
  89. 89. TIM FOR EXPO 2015 MILANO EXPO 2015 digital experience: • Portal (Institutional, Magazine, World Recipes) • Dedicated Apps • Digital Signage (+100 Interactive Totems)
  90. 90. TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015 SITE DIGITAL EXPO EXTENDED EXPOCOMMAND AND CONTROL CENTRE VIRTUAL PRIVATE CLOUD Expo Web site , digital touchpoint Extended Ecosystem global wired and wireless campus ... all in the Cloud e2e operations management last generation Hyper Broadband fixed & Mobile EXPO 2015 Digital Smart City > 100 people engaged > 450 Virtual & Physical Servers > 100 onsite Digital touchpoints Field Operation Logbook Expo Ticketing Front End NFC & digital ticket > 300 km optical fiber 6 macro Radio base Station > 100 Terabite of Storage Social Reading for schools > 100 on-site buildings connected Fully connected Tablet renting TIM2GO Web showcase of hundreds digital champions Expo 2015 captive portal > 1600 Wifi Access points (outdoor & indoor) 12 outdoor micro base stations ICT Security Operation Center www.extended.expo2015.org/ > 100 people engaged TSS > 5500 IP managed objects > 90 applications & web sites www.expo20 15.org PAVILLIONS AND CAMPUS ICT services for Participant
  91. 91. TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015 Extended EXPO Digital signageSmart School Digital touchpoints Tablet and internet sharing
  92. 92. ITALIAN PAVILION
  93. 93. INTEGRATED CATALOGUE FOR PAVILIONS
  94. 94. TECHNOLOGICAL FRAMEWORK
  95. 95. COMMAND AND CONTROL CENTER EXPO 2015 (EC3)
  96. 96. COMMAND AND CONTROL CENTER EXPO 2015 (EC3) 100 people engaged 300 servers in cloud
  97. 97. E015 AND TECHNOLOGY PLATFORM EC3: PRESENCE
  98. 98. TECHNOLOGY PLATFORM EC3: TRAIN AND AIRPLANE
  99. 99. TECHNOLOGY PLATFORM EC3: PARKING MONITORING
  100. 100. THE MODEL BECOMES REALITY IN EXPO SMART CITY EC3
  101. 101. Hamburg June 26th 2015 THANK YOU. / GRAZIE. DOING.COM Roma Via Flaminia Vecchia 495 +39 06 33 27 45 Milano Via Vespri Siciliani 9 +39 02 00 69 90 00 info@doing,com @doing facebook.com/Doing linkedin.com/company/doing-

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