smart phone, smart cities | mike potts, cdo, havas and paddy griffith, ceo, havas work club
TRANSCRIPT
SMART PHONE. Smart Cities.
Mike Potts, Digital Business Insights, Havas Media Group& Paddy Griffith, Havas Work Club
Hi_
Paddy GriffithCEOHavas Work Club@prbgriffith
Mike PottsChief Data OfficerHavas Media Group@pottsy71
___why Oxford thinks that the smartphone holds the future to affordable and scalable smarter cities
intro
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
● 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?
welcome to the Oxford Lab_
the challenge in cities is very familiar___
the challenge in cities is very familiar___
use cases and personas___
The School Run
use cases and personas___
The School Run The Commuter
Weekend Shopper Socialite
● 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!
we identified the problem___
it was Saturday Shoppers___
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
Solutions that scale
Capacity
Communication (including freeing data)
Commerce
We can now develop solutions___
Constructing an
innovation process
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
SMARTER
PARKING
smarter parking___ 30% of urban traffic is people hunting for spaces
information
spaces
intelligent
spaces
social
spaces
DYNAMIC
FLOW
community powered
solutions
reducing traffic through
incentivised sharing
Gamifying the
problemShare your data.
Earn money.
Inform the solution.
Incentivise alternate
plans.
INTELLIGENT
ALTERNATIVES
Make public transport
alternatives betterShow how public transport can
beat the car
Premiumising alternatives with
mobile enhanced services
Information convenienceWhen things get easier, people run out of
excuses
RETAIL-POWERED
SOLUTIONS
Relieve the need
to driveRe-think the role of
physical retail
Accelerating
eCommerceDemocratising ecommerce
convenience
True Delivery Innovation?!
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
the need for strategy___
Retailers & Stakeholders need to power the change
effective communication
Discovery > Incentivisation > Norming
___Future of smart cities and mobile data? Oxford today...the world tomorrow
WRAP UP FROM MIKE?
The End
KILLED SLIDES
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
Starts with human behaviour_
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?
modelling data for better
traffic prediction
The Future:Intelligent cars >
Automated Journeys