Smart taxis for smart cities

Smart Taxis for
Smart Cities
S o f t w a r e B r i g a d e
2 0 1 6 - K o l k a t a
Presented by: Rajesh K Kishanpuriya, Director
Ideazfirst Marketing Services (P) Ltd

Presentation Flow
 What is planned for Smart Cities
 What are Smart Taxis
 Relevance & connection
 Benefits
 Commuters / General Public
 Government
 Environment
 Stake Holders
2

Smart City Vision by
our PM
Modi in his speech said,
“Cities in the past were built on riverbanks. They are
now built along highways. But in the future, they will be
built based on availability of optical fiber networks and
next-generation infrastructure.”
Ideazfirst Marketing Services (P) Ltd3

The Core Infrastructure
Elements in a Smart City
i. Adequate water supply,
ii. Assured electricity supply,
iii. Sanitation, including solid waste management,
iv. Sufficient urban mobility and public transport,
v. Affordable housing, especially for the poor,
vi. Robust IT connectivity and digitalization,
vii. Good governance, especially e-Governance and citizen
participation,
viii. Sustainable environment,
ix. Safety and security of citizens, particularly women, children
and the elderly,
x. Health and education.

What About Transport
1. Creating walkable localities – Reduce congestion, air
pollution and resource depletion. The road network is
created or refurbished not only for vehicles and public
transport, but also for pedestrians and cyclists, and
necessary administrative services are offered within
walking or cycling distance.
2. Promoting a variety of transport options - Transit
Oriented Development (TOD), public transport and last
mile para-transport connectivity.

Where Smart Taxi Fit in?
1. Hassle free availability of taxis
2. Smart signs if taxi is booked or not
3. Secured Taxi Service with Proper Monitoring
4. Lesser pollution with lesser driving without
passengers
5. Usage of bio fuels in the long run
6. The taxi system should contribute to the urban
planning and future decision making on connectivity
network
7. Facilities for commuters inside the cab
8. Facilities for differently abled people

#1. Hassle Free
Availability of Taxis
1. App based taxi services are already in
2. No refusal should be there
3. Yellow taxis could be more organized and better
streamlined for the betterment of their earnings

#2. Smart signs if taxi is
booked or not
The roof top
Taxi sign could
also pass a
signal if the
taxis is booked
or not. This will
help in reducing
the complaints
of nor stopping
when flagged
down.

#3. Taxi Service with
Proper Monitoring
1. We need a society where our women are secured
properly
2. All the taxis and other vehicles could be tracked by
GPS navigation, drivers details and more, with a panic
button inbuild near the passenger seating area.

#4. Lesser Pollution
0
An in built GPS
system could help
us not only to
reduce traffic jam
but also it will help
the city to have
lesser air pollution
by means of
lesser taxi
kilometers.

#5. Urban Planning and
Connectivity
1
Data collection for a
period of say 5 years
and then analysis of
the data could shed
some light on possible
transportation network
around the city. It
would be a definite
data driven decision
and cost reduction at
the end.

#6. Facilities for
Commuters inside the Cab
2

#7. Facilities for
Differently Abled People
3

CABrand Mission
 For the passenger – The taxi ride becomes more
pleasant experience as s/he has a lot of activities,
contests & freebies available at their disposal.
Passengers are also assured of a lesser waiting time
and safe & reliable journey using the shortest path
possible avoiding traffic jams using GPS Data.
4

 For the taxi driver & owner – It is a source of
additional income through incentives, monthly ad
rentals and more income per day. They have lesser
idle time, as they are available at the locations
where more passengers are expected. And they
save on fuel costs per day thereby maximizing the
income per day.
5

Cabrand Mission
 For the advertisers – It becomes a very simple
yet effective means for reaching and interacting
with targeted & profiled audience – both for
passengers sitting inside the cab and outside the
cab.
6

 For the Civic Authorities & Town
Planners - Improving the City traffic
conditions by identify the underlying
problems with a city's transportation
network, helping officials determine how
to best ease congestion. GPS Data on
Cabs can reveal the Cause of Traffic
Jams
7

Business Description &
Technology
 Cabrand as the name signifies - Mobile outdoor and
interactive advertising in 35,000 Ambassador Taxis in
Kolkata.
 Technology – Installation of a GPS Solution with an
Airtel data enabled SIM Card for Taxi Monitoring
using a custom build software in association with IIT
Kgp, which helps in : -
 Establishing two-way Interaction Facility between
Taxi Driver and Central Control Center.
 Connecting waiting passengers with the vacant
taxis.
 Real Time Tracking & Monitoring of TaxiIdeazfirst Marketing Services (P) Ltd1
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Business Description &
Technology
 Making 35,000 yellow ambassador taxis in Kolkata
available wherever the commuters need it.
Commuters call our call centre numbers, and we
locate vacant taxis in that area, direct the taxi driver to
pick up that customer using conference call.
 Traffic Tracking - Improving the City traffic conditions -
Microsoft Research Asia has shown that tracking the
location of taxicabs could be a better way to identify
the underlying problems with a city's transportation
network, helping officials determine how to best ease
congestion.
1
9

Technology - How
GPS Data can help?
Get information about the trips people are taking
 where journeys start,
 finish, and
 how a commuter travels in between.
 Based on a Beijing Research – we can divide any
smart city into regions and analyze the taxi data
to find places where two regions weren't properly
connected.
2
0

Useful Insight for Civic
Authorities
Pinpoint problem areas in the city's
transportation network
 Even if a taxi never encounters a slowdown,
clues from the trip can indicate an underlying
problem with urban planning. For example, the
taxi driver might take a circuitous route from point
A to point B, instead of a direct one. The added
distance could indicate that the driver knows
about a problem with what appears to be the
fastest route.

 Big cities worldwide are struggling to keep their
infrastructure in line with the needs of their
populations. A way to automatically detect
problems with transit systems could be valuable
to overburdened city planners.
 They might also look more closely at the
congestion patterns that develop around specific
occasions, such as sporting events like IPL,
celebrities coming to the city etc.

Business Environment
& Market Analysis
 Corporates and Government invests approximately
Rs. 84,000 crores annually to communicate their
messages or grab the mindshare of target customers.
Marketing spends per sale of product or services have
increased due to increased competition.
 Overburdened and indiscriminate advertising across
TV channels, Radios, Print Media, Hoardings, wall
paintings, Events, Internet etc. In this process, a lot of
money gets wasted by targeting wrong audience at
wrong timings.
 In case of outdoor advertising, in recent years one of
the key areas of concern in most urban areas has23 Ideazfirst Marketing Services (P) Ltd

OOH Taxi Advertising
 The civic authorities have been searching for viable
alternatives to this form of advertising that can reach
the target audience & yet be environmentally friendly.
 Taxi Branding is same as any other outdoor
advertising on vehicles. It is on the taxis where the
advertisers put up their ads for public visibility and
mobility.
 Out of Home (OOH )Taxi Advertising is comparatively
new in India, however its very popular abroad, i.e.
London, US. It is its conspicuousness and
noticeability which catches the people’s attention
because its better reach, interactivity and yet
predictable.
24

What’s NEW ?
CABRAND offers Uniqueness of OOH with
Interactivity -- A Unique solution for
advertisers
25

Competitive Analysis
INDIRECT COMPETITION
 Competition from similar services – E.g. Outdoor
advertisers like Hoarding suppliers, and mobile
vehicles like buses, mini-buses, autos, trams,
rickshaws.
 Generic Competition - Advertisers have various
options for their products like TV, Radio, Digital Ads
and Newspapers.
No Direct Competition in the City of
Kolkata – due to Uniqueness of Service
for the first time in India
26

The Future of Adverts
Cities are becoming cluttered with outdoor ads
and nobody has got the time to look at ad for few
seconds. But inside taxi, one can actually engage
with the ads.
27

- Advantages
Taxis are on the road 20+ hours a day and
have no boundary limits as to where they
can go within greater Kolkata region.
28

- Advantages
Taxis + (your message) go where people
go – concerts, convention, nightclubs,
amusement parks, sporting events, and
airports.
29

Digital screens inside taxis could change the
whole experience of ad viewing. In fact, a tiny
camera along with digital signage could be a game
changer for advertisers. Win -Win for both
advertisers and media sellers.
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 Advertising
 Branding & Design
 Media Planning & Buying
 Digital Marketing
 Events & Exhibitions
 Experiential Marketing
 Public Relations
 Sales Promotions
 Weddings Management
 Celebrity Management
 Talent Management
Ideazfirst Marketing Services :
31 Ideazfirst Marketing Services (P) Ltd

Types of Events managed by us: -
 Business and Press Conferences
 Road shows & Product launches
 Incentive programs and themed events
 Participation in melas & fairs
 Music concerts, Fashion shows & Live shows
 Team Building and Award Ceremonies
 Social Events Like – Weddings, Anniversaries,
Birthday Parties
3
2

Thank You
Contact us at:
Off: 033-23649005
Fax: 033-23649601
M: 98362-90990
/98301-16571
sales@ideazfirst.co
m
sales@cabrand.in
www.cabrand.in
www.ideazfirst.com
4

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