mCommerce
Success Story: The P$ Mobile Service of
Stationnement de Montréal
Webinar • Sept. 13th 2012
Presented by Brady Murphy, VP Mobile
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AGENDA
Context and genesis of this solution
Description and video of in-market solution
Share insights and learnings
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BACKGROUND
Société en commandite Stationnement de Montreal (SCSM) • Major player in the development of operational solutions
for urban travel in Montreal
• Known for its innovation, its use of cutting-edge technologies and
harmonious integration of its installations
in the urban landscape
• Highlights:
• 17,628 paid on-street parking spaces
• Use of Pay & Go system where spaces are tagged with an
alphanumeric ID. Users enter the space’s ID, swipe a credit card or
pay cash and go.
• 3,432 spaces in 37 parking lots
• 1,501 on-street and off-street pay stations
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CURRENT PARKING PAYMENT SOLUTION
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CLIENT GOALS
1. Simplify consumers’ lives by using
innovative technologies
2. Collaborate with a partner that proposes a vision,
tools & technologies for an overall parking
payment solution through mobile
3. Reach the largest possible audience
4. Be consistent with the existing parking
management process
5. Enhance SCSM’s strong brand
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STRATEGY & PLANNING
Market Study
Analyses
Workshops
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FINDINGS FROM MARKET STUDY
53% of Canadians own a
smart phone
66% Are interested in
this service
65% Would use it when
parking for work
41% Think the main
advantage is to pay where you are, not by
going to a terminal
82%
Would use it on outings (entertainment, etc.)
77% interested in
the service…
Among the
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FINDINGS FROM ANALYSIS & WORKSHOPS
• The solution should • Closely follow the traditional user experience
• Complement the current Pay & Go system
• Be a flexible and iterative platform to satifsy the roadmap
• Multiple stakeholder involvement • Leverage the data from consumers and the transaction
history
• Ensure the solution is PCI-compliant
• Generate alternative revenue streams
• Considerations for operational efficiency
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CONSUMER PROFILE
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CLIENT ADMINISTRATIVE TOOLS
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MARKETING ACTIVATION OF SOLUTION
Soft launch in June 2012
• Press releases
• Social media
• Collateral with QR codes and
SMS calls to action
Official launch on
September 12th, 2012
• TC’s network
• Partners
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WHAT DO CONSUMERS THINK OF IT?
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• Averaging over 2,000 mobile transaction per day since
its launch in late June 2012
• Over 50,000 subscribers
• Official launch is scheduled in September
– Launch and communication of solution using an
integrated and multi-channel approach
• Additional investment in future
RESULTS
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KEY LEARNINGS
• Consumers
– iOS dominates
– 80/20 Rule with respect to revenue and super users
– UX/Design with PCI compliancy is a must – enables simple, intuitive and
most importantly speedy transactions
– Use push messaging to improve consumer experience
– Devise tactics to move users from passive to super users
– Determine crucial KPIs, such as ARPU, CPA
• Marketing
– iTunes is the #1 driver of downloads, followed by QR then SMS
– Be ready for feedback – Internal/External Com + mechanism to heed
feedback
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WHAT DOES THE FUTURE HAVE IN STORE?
• Regular meeting with client steering committee
• Survey and data to understand users and how they map
against our personas
• Additional investment in future:
• Local merchant engagement
• Enhanced consumer based tools such as mapping guides
• Additional payment vehicles such as NFC and PSMS
response
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THANK YOU…ANY QUESTIONS?
Brady Murphy
VP, Mobile
416-361-3522 x379
