Matjaž ČEPON, Technical Director

Transcription

1 Matjaž ČEPON, Technical Director

2 Member of JCDecaux s bicycle family 1999: 1st developments in self-service bicycle hire within JCDecaux 2003: 1st bicycles in Vienna (Austria), Cordoba and Gijon (Spain) 2005: Lyon 2006: Brussels 2007: Paris, Marseille, Mulhouse, Besançon, Seville, Toulouse and Rouen 2008: Amiens, Luxembourg, Nantes, Nancy 2009: Dublin, Plaine Commune, Cergy-Pontoise and extension of Paris contract with 30 towns in the suburbs 2010: Toyama (Japan), Valencia (Spain), Göteborg (Sweden), Brisbane (Australia) 2011: Ljubljana (Slovenia) 2012: Namur (Belgium) 2013: Vilnius, Kazan

3 Customer service Highly qualified hotline Dedicated websites Mobile application

4 How bicikl became Ljubljana s BicikeLJ

5 Current Figures subscribers hires users per day in average day record on 3 rd of October min average time per trip in minutes 98,94% free hires 6,81 hires per bike in a day 223 average number of bike translocations by our staff per day

6 Foundation of BicikeLJ Agreement between the city municipality s mission and a global company s business. Public-private partnership between the City of Ljubljana and company Europlakat based on international public tender with the following common goals: expand the system of public transportation with additional means of transport to improve quality of life (less exhaust, better fitness) stimulate use of bicycles in Ljubljana (good cycling tradition)

7 Foundation of BicikeLJ not to neglect the inhabitant s habits and the cycling tradition in Ljubljana get added value for public space dedicated to outdoor advertising to subtly install new urban furniture and acquire new opportunities of communication with the citizens not to have unrealistic expectations about financial effects of the public-private partnership (appropriate level of risk on both sides)

8 Reasons for Success Three secrets of success: I. a top quality product II. the right positioning III. perfect communication

9 I. Top Quality Product Robust bike - front and rear brakes built in wheel hubs - full tyres, without inner tubes, - anti-theft device with built-in key - adjustable saddle height - front basket - prop stand - mudguards - lights Easily accessible network metres of distance between stations Up-to-date service - simple registration and hire - on-line coordination - translocation of bikes - smart phone and Internet applications for finding available bikes or empty bike stands

10 II. Right Positioning Fair partnership - respect of both sides interests - business transparency Cooperation with citizens - respect of cycling tradition - a local name easy to memorize - up-to-date information - testing period

11 III. Perfect Communication Simple and clear messages - innovative name BicikeLJ - clear positioning: The cheapest and quickest public transportation Timely public relations Coordinated communication: public relations Futura PR branding - Korpus logo & guerrilla Agencija Arih key visual Kraft&Werk Visual identity easy to memorize - logo - basic theme - unified advertising

12 From Idea to Launch in One Year initial idea May 2010 negotiations June - September 2010 city decisions October January 2011 contract signature March 2011 PR communication from January 2011 installation March April 2011 testing April May 2011 advertising campaign April May 2011 launch 12 May 2011

13 15% + of Ljubljana s population are subscribers 300 bicycles 31 stations 48,400+ annual subscribers One of the highest bike rotation rates in the world

14 The cheapest public transport 3 / year immediately re-credited to the customer s account for journeys over 60 minutes First 60min for free Second hour: 1 Third hour: 2 Fourth and any additional hour: 4 per hour 98% of rentals free of charge: the cheapest membership fees in the world

15 BicikeLJ in the Media

16 Key messages WIN WIN PARTNERSHIP: Additional service in town Contract for advertising panels GOOD PRODUCT (SOLUTION): Easy to use and cheap bike system for customers Environment friendly and improving quality of life SUCCESSFUL PROMOTION: High number of BicikeLJ users High number of rents in total

17 Thank you for your attention.