MLOVE is a global community that organizes inspiring events to drive the future of mobility, smart cities, and mobile-empowered enterprises. The MLOVE ConFestival 2015 in Hamburg brought together CEOs, innovators, and startups to share ideas about these topics. One panel focused on how Milan became a smart city and hosted Expo 2015 through the use of social media, mobile technologies, and sharing economies to empower citizens. Telecom Italia helped create the digital smart city infrastructure for Expo 2015 Milan through investments in broadband, cloud computing, sensors, and an operating center.
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.
14. A2A GROUP (POWER AND ENVIRONMENTAL SERVICES)
4.000solved issues thanks to
social media
since November 2013
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. ASK EXPO (EXPO 2015 WORLD EXHIBITION)
4.350real time answers
since May 1st
17. ASK EXPO (EXPO 2015 WORLD EXHIBITION)
1.030updates about
buying, visiting,
getting around
18. COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION)
Mayor
Departments
Press office
19. COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION)
200
average daily answers
to requests for information
250
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. CRISIS MANAGEMENT: RIVER FLOATING
Municipality of Milan Public transport Power grid
Environmental services
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
31. NUMBER OF CARS PER 100 INHABITANTS
51Milano
31London
29 21Berlin Paris
32. THE GOALS OF THE SUSTAINABLE MOBILITY URBAN PLAN
Reducing the negative impacts of car traffic
Congestion Pollution
Occupation of
urban space
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
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. MILAN, TODAY
1,3people in Milan City
mln 3,4people in the
Metropolitan area
mln 1daily City users
mln
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. 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
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. 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. Service extended to
25 cities of the Milan
Metropolitan area
CAR SHARING TODAY
June 2015
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. 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
55. MILANO PORTAL AND INTERMODAL TRIP PLANNER
For any route in Milan and
Lombardy, all the available
modes and alternative
itineraries are visible.
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. 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. 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. MLOVE
ConFestival 2015
MANAGEMENT OF A GLOBAL EVENT
THROUGH TECHNOLOGY
GUIDO ARNONE
Director Technology and Digital
Innovation, EXPO 2015 S.p.A.
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
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. 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. EXPO DIGITAL SMART CITY DRIVERS
Service
Economic Sustainability
Is the Expo Digital Smart
City Sustainable?
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. 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
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
86. TIM FOR EXPO 2015 MILANO
in joint
communications
investment
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. TIM FOR EXPO 2015 MILANO
ICTinfrastructure for the
Participant pavilions
89. TIM FOR EXPO 2015 MILANO
EXPO 2015 digital experience:
• Portal (Institutional,
Magazine, World Recipes)
• Dedicated Apps
• Digital Signage (+100
Interactive Totems)
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. TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015
Extended
EXPO
Digital
signageSmart School
Digital
touchpoints
Tablet and
internet sharing