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INNOVATION 2.0
                    Albert Asséraf
EVP Strategy, Research & Marketing




                      November 24th, 2011
AGENDA




     2
AGENDA




     3
From a family business…

•   1964, Jean-Claude Decaux pioneered the street furniture concept




The idea : to provide cities with high-quality street furniture and to
maintain it free of charge in return for the exclusive right to sell
advertising
                                                                  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°1
worldwide   worldwide    worldwide     in Europe   worldwide

            The only one worldwide “pure player”
                 in Out-of-Home Advertising

                                                          6
Our Core Values

Design & Innovation     Highest Quality




Eco-responsability    Sustainable Mobility

                                             7
JCDecaux’s Business Model

                         JCDecaux is client focused

Cities/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
                           Pisa




1964    1972    1973       1976      1980   1988      1991     1992     1995       1997   2003   2005    2006   2009   2010




                             Automatic Public      Multi service   Glass/battery                        Power
Bus 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 Furniture




The first defibrillator in a   The first air-conditioned bus shelter   « EnergyMUPI » equipped
 street furniture panel                                                with a charging station for
                                                                       motorscooters or bicycles
In 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 kiosks


Los 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

•   Cyclocity

13 French cities

67 cities worldwide

47 000 bikes

3 800 docking stations

200 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 medium


October 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 2009

8 members

Executive VPs of the French subsidiairy
Corporate functions : R&D, IT, Design, Innovate




Screening of all innovations
Selection of projects & technologies
to be prototyped


                                                                    29
Structuring the innovation process :
                                  The « top-down » approach

•   Creation of an Innovation Committee in 2009




35 meetings
155 ideas



23 achievements

51 dropouts
                                                            30
Enlarging the innovation process :
                                         The « bottom-up » approach

•   Several initiatives launched in recent years
France : 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 innovation
committee members
                                                                         31
Enlarging the innovation process :
                                        The « bottom-up » approach

•   Several initiatives launched in recent years

World: « Corporate Awards » rewarding the best innovations


32 participating subsidiairies

4 categories to compete in :
                                 Working     Sustainable
    Creativity   Efficiency
                               Environment   Development




The 400 top managers attending the JCDecaux
conference vote to select the winning cases


                                                                   32
Enlarging the innovation process :
                                       The « bottom-up » approach

•   Several initiatives launched in recent years

France : a strategic objective to simplify and
facilitate our work processes

All employees were consulted to establish a diagnosis
and 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 ideas

Company 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 them

An accelerated, more efficient way to state-of-the-art innovation




                                                                    35
Introducing collaborative « web 2.0 »
                                                  Innovation methods

 •   JCDecaux Bee, launched in may 2011


1,500 members

45+ communities

35 countries

2,500+ contents initiated on the platform
(discussions, blog posts, documents)




Waiting for the results of the Award of   internal communication
from 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 process

Example : Aéroports de Paris advertising concession
On-going innovation throughout the process


4 months to answer a strategic RFP

Accelerated 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 acceleration

Example : U snap by JCDecaux


The first mobile app linking outdoor advertising to brands’ digital contents via
image recognition :
consumers simply snap the poster to engage with their favourite brands

2010
March       Selection by the Innovation Committee
April       Tests of the technology & usage
May         Decision to launch
June-July   Development
Aug-Sept    Branding and launch campaign
October     Full scale launch
                                                                            41
Accelerated Innovation
                                        Time-to-Market issues

•   Keeping ahead of the competition

Example : U snap by JCDecaux




Downloads




Campaigns on U snap since
October 2010




                                                            42
U snap




     43
Accelerated Innovation
                                              Prospective Prototypes

•   Implementing real-life prototypes in urban experiments

Example : Intelligent Street Furniture

In 2011, the city of Paris launched a project to showcase innovative street
furniture. Throughout 2012, JCDecaux will experiment futuristic prototypes
and investigate new usages in public places




                   
                                                                              44
Accelerated Innovation
                                           Prospective Prototypes

•   Implementing real-life prototypes in urban experiments

Example : Intelligent Street Furniture

An accelerated process of “co-innovation” involving top management, a
project team gathering 5 different departments and 2 renowned designers


2011
January    Brainstorming
February   Proposal to the city
April      Selection of 7 projects
May-Nov    Development
December   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

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Innovation 2.0 and Smart City by JCDecaux During DiGiWorld Summit 2011

  • 1. INNOVATION 2.0 Albert Asséraf EVP Strategy, Research & Marketing November 24th, 2011
  • 2. AGENDA 2
  • 3. AGENDA 3
  • 4. From a family business… • 1964, Jean-Claude Decaux pioneered the street furniture concept The idea : to provide cities with high-quality street furniture and to maintain it free of charge in return for the exclusive right to sell advertising 4
  • 5. …to a world leader • Over 50 countries around the globe 5
  • 6. A world leader and the only pure player in Out-of-Home Advertising N°1 N°1 N°1 N°1 N°1 worldwide worldwide worldwide in Europe worldwide The only one worldwide “pure player” in Out-of-Home Advertising 6
  • 7. Our Core Values Design & Innovation Highest Quality Eco-responsability Sustainable Mobility 7
  • 8. JCDecaux’s Business Model JCDecaux is client focused Cities/Airports/Transport Authorities Brands Serving Citizens & Passengers Reaching Consumers A unique business model worldwide based on Innovation & Services 8
  • 9. Innovation dedicated to our clients • 47 years of Innovation Scrolling Interactive CIP Senior Lamppost Infobus Cyclocity® terminal Pisa 1964 1972 1973 1976 1980 1988 1991 1992 1995 1997 2003 2005 2006 2009 2010 Automatic Public Multi service Glass/battery Power Bus shelter Signage Convenience column bins Aéo® Digital Poles
  • 10. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 10
  • 11. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 11
  • 12. Innovation dedicated to Cities • Innovative Street Furniture The first defibrillator in a The first air-conditioned bus shelter « EnergyMUPI » equipped street furniture panel with a charging station for motorscooters or bicycles In Boulogne-Billancourt In Doha, Qatar in La Haye, Netherlands 12
  • 13. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 13
  • 14. Innovation dedicated to Airports Innovative services for passengers • Provide relevant solutions to answer passengers’ needs Clock Sponsoring Power Pole Interactive kiosks Los Angeles International Paris-Charles de Gaulle Shanghai-Hongqiao Airport Airport Airport
  • 15. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 15
  • 16. Innovation dedicated to Citizens • Sustainable mobility with self-service bicycle hire • Cyclocity 13 French cities 67 cities worldwide 47 000 bikes 3 800 docking stations 200 million self-service bicycle rentals Villo ! at Brussels 16
  • 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. Innovation dedicated to Citizens 18
  • 19. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 19
  • 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
  • 22. Innovation dedicated to Brands • Digital : new age, new medium October 2008 December 2009 October 2010 September 2011 2012 2 000 4 500 6 300 7 600 screens screens screens screens 22
  • 23. Innovation dedicated to Brands JCDecaux Digital worldwide 23
  • 24. Innovation dedicated to Brands • A new medium to deliver new brand experiences 24
  • 25. Innovation dedicated to Brands Interaction in Airports 25
  • 26. Innovation dedicated to Brands Interaction in Shopping Malls 26
  • 27. Keeping ahead in an increasingly competitive environment 27
  • 28. AGENDA 28
  • 29. Structuring the innovation process : The « top-down » approach • Creation of an Innovation Committee in 2009 8 members Executive VPs of the French subsidiairy Corporate functions : R&D, IT, Design, Innovate Screening of all innovations Selection of projects & technologies to be prototyped 29
  • 30. Structuring the innovation process : The « top-down » approach • Creation of an Innovation Committee in 2009 35 meetings 155 ideas 23 achievements 51 dropouts 30
  • 31. Enlarging the innovation process : The « bottom-up » approach • Several initiatives launched in recent years France : 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 innovation committee members 31
  • 32. Enlarging the innovation process : The « bottom-up » approach • Several initiatives launched in recent years World: « Corporate Awards » rewarding the best innovations 32 participating subsidiairies 4 categories to compete in : Working Sustainable Creativity Efficiency Environment Development The 400 top managers attending the JCDecaux conference vote to select the winning cases 32
  • 33. Enlarging the innovation process : The « bottom-up » approach • Several initiatives launched in recent years France : a strategic objective to simplify and facilitate our work processes All employees were consulted to establish a diagnosis and gather innovative ideas 600 managers via a detailed questionnaire All other employees in discussion groups organised by managers 33
  • 34. Introducing collaborative « web 2.0 » Innovation methods • Developing peer-to peer interactions worldwide to stimulate the circulation of ideas Company social network launched at the corporate level 34
  • 35. Introducing collaborative « web 2.0 » Innovation methods • A more informal way to share innovative ideas and evaluate them An accelerated, more efficient way to state-of-the-art innovation 35
  • 36. Introducing collaborative « web 2.0 » Innovation methods • JCDecaux Bee, launched in may 2011 1,500 members 45+ communities 35 countries 2,500+ contents initiated on the platform (discussions, blog posts, documents) Waiting for the results of the Award of internal communication from a french professionnal print media 36
  • 37. Introducing collaborative « web 2.0 » Innovation methods 37
  • 38. AGENDA 38
  • 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. Accelerated Innovation Calls for tender • Vital bids require to speed up the innovation process Example : Aéroports de Paris advertising concession On-going innovation throughout the process 4 months to answer a strategic RFP Accelerated innovation to address a wide number of issues Business Model Sales & Marketing Technology & Operations Design Organisation 40
  • 41. Accelerated Innovation Time-to-Market issues • A highly competitive environment requires acceleration Example : U snap by JCDecaux The first mobile app linking outdoor advertising to brands’ digital contents via image recognition : consumers simply snap the poster to engage with their favourite brands 2010 March Selection by the Innovation Committee April Tests of the technology & usage May Decision to launch June-July Development Aug-Sept Branding and launch campaign October Full scale launch 41
  • 42. Accelerated Innovation Time-to-Market issues • Keeping ahead of the competition Example : U snap by JCDecaux Downloads Campaigns on U snap since October 2010 42
  • 43. U snap 43
  • 44. Accelerated Innovation Prospective Prototypes • Implementing real-life prototypes in urban experiments Example : Intelligent Street Furniture In 2011, the city of Paris launched a project to showcase innovative street furniture. Throughout 2012, JCDecaux will experiment futuristic prototypes and investigate new usages in public places  44
  • 45. Accelerated Innovation Prospective Prototypes • Implementing real-life prototypes in urban experiments Example : Intelligent Street Furniture An accelerated process of “co-innovation” involving top management, a project team gathering 5 different departments and 2 renowned designers 2011 January Brainstorming February Proposal to the city April Selection of 7 projects May-Nov Development December First implementations 45
  • 46. Accelerated Innovation Prospective Prototypes • Implementing real-life prototypes in urban experiments 46
  • 47. Implementing real-life prototypes in urban experiments 47
  • 48. Implementing real-life prototypes in urban experiments 48
  • 49. Implementing real-life prototypes in urban experiments 49
  • 50. Innovation 2.0 What next ? Collaborative innovation Co-innovation Project-driven innovation & adapted organisations … Innovate on the innovation process ! 50
  • 51. Thank you for your attention November 24th, 2011