smart phone, smart cities | mike potts, cdo, havas and paddy griffith, ceo, havas work club

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SMART PHONE. Smart Cities. Mike Potts, Digital Business Insights, Havas Media Group & Paddy Griffith, Havas Work Club

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Page 1: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

SMART PHONE. Smart Cities.

Mike Potts, Digital Business Insights, Havas Media Group& Paddy Griffith, Havas Work Club

Page 2: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Hi_

Paddy GriffithCEOHavas Work Club@prbgriffith

Mike PottsChief Data OfficerHavas Media Group@pottsy71

Page 3: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

___why Oxford thinks that the smartphone holds the future to affordable and scalable smarter cities

intro

Page 4: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

There’s loads of data out there that’s

not accessible to most people

Mobile is one of the key

solutions to Oxford being

smart as a city

Page 5: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

● Because this is all about YOU

● It’s about ‘user journey’s’ through a city

● Users can be anyone - including transport companies, shoppers, parents….

● But most of all because this ancient city is a microcosm of how IOT, mobility, retailers, advertising, communications can shape our world to solve the problems we face…..

smarter cities___

But, why should you care?

Page 6: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

welcome to the Oxford Lab_

Page 7: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

the challenge in cities is very familiar___

Page 8: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

the challenge in cities is very familiar___

Page 9: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

use cases and personas___

The School Run

Page 10: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

use cases and personas___

The School Run The Commuter

Weekend Shopper Socialite

Page 11: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

● We had students, so lots of analytical power

● First finding - county councils don’t know how to share!

● Car parks, traffic analysis, mobile analysis all pointed to our initial conclusions

we’ve got data___

Lots of it!

Page 12: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

we identified the problem___

Page 13: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

it was Saturday Shoppers___

Page 14: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Saturday Shoppers___

• Their journeys are high value and high cost

• Saturday’s means retail and money

• These guys don’t change transport mode

• They talk about their experiences and give Oxford a bad name

Page 15: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Solutions that scale

Capacity

Communication (including freeing data)

Commerce

We can now develop solutions___

Page 16: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Constructing an

innovation process

Page 17: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

STRATEGY

a model for mobile innovation___

INNOVATION COMMUNICATION

1. SMARTER

PARKING

1. DYNAMIC

FLOW

1. INTELLIGENT

ALTERNATIVES

1. RETAIL

SOLUTIONS

1. PARTNERS

1. STAKEHOLDERS

1. SCALING

1. INTRODUCTION

1. INCENTIVISATION

1. NORMING

Page 18: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

SMARTER

PARKING

Page 19: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

smarter parking___ 30% of urban traffic is people hunting for spaces

Page 20: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

information

spaces

Page 21: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

intelligent

spaces

Page 22: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

social

spaces

Page 23: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

DYNAMIC

FLOW

Page 24: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

community powered

solutions

Page 25: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

reducing traffic through

incentivised sharing

Page 26: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Gamifying the

problemShare your data.

Earn money.

Inform the solution.

Incentivise alternate

plans.

Page 27: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

INTELLIGENT

ALTERNATIVES

Page 28: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Make public transport

alternatives betterShow how public transport can

beat the car

Page 29: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Premiumising alternatives with

mobile enhanced services

Page 30: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Information convenienceWhen things get easier, people run out of

excuses

Page 31: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

RETAIL-POWERED

SOLUTIONS

Page 32: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Relieve the need

to driveRe-think the role of

physical retail

Page 33: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Accelerating

eCommerceDemocratising ecommerce

convenience

Page 34: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

True Delivery Innovation?!

Page 35: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

STRATEGY

a model for mobile innovation___

INNOVATION COMMUNICATION

1. SMARTER

PARKING

1. DYNAMIC

FLOW

1. INTELLIGENT

ALTERNATIVES

1. RETAIL

SOLUTIONS

1. PARTNERS

1. STAKEHOLDERS

1. SCALING

1. INTRODUCTION

1. INCENTIVISATION

1. NORMING

Page 36: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

the need for strategy___

Retailers & Stakeholders need to power the change

Page 37: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

effective communication

Discovery > Incentivisation > Norming

Page 38: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

___Future of smart cities and mobile data? Oxford today...the world tomorrow

WRAP UP FROM MIKE?

Page 39: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

The End

Page 40: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

KILLED SLIDES

Page 41: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

XXXXXXXXXXXXXX

DATA, ANALYTICS, BLAH

BLAH

intro to Havas___

A CLUB OF...CREATIVES, STRATEGISTS, BUSINESS TEAMS, DESIGNERS, TECHNOLOGISTS, UX, SOCIAL, MOBILE, DATA & ROBOTS.

DIGITAL BUSINESS IDEAS

Page 42: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

Starts with human behaviour_

Page 43: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club
Page 44: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

habits and motivations?___

● Why do people go shopping on a saturday morning anyway?● Why do they drive? Why don't they take the bus? Or cycle? ● What is the point of shopping? What are the elements of their trips?● What are they buying? ● What do they do apart from shopping?● Why Oxford? Why don't they go some place else?● How do you start to change their behaviour?

Page 45: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

modelling data for better

traffic prediction

Page 46: Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

The Future:Intelligent cars >

Automated Journeys