Nz parking
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A presentation by Luigi Cappel to the NZ Parking Association taking into consideration the importance of the industry. Suggesting more focus on customers' needs and that the car park is not in fact the destination. How can the car park industry provide better service, to meet customers ever changing needs and play a role in developing smarter cities.
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- 1. A View From Left Field By Luigi Cappel
- 2. Who Am I and AA A³
- 3. GeoSmart - What we do CORE SERVICES • CARTOGRAPHY • CAR NAVIGATION • FLEET MANAGEMENT SOLUTIONS • WEB MAPPING SOLUTIONS • ROUTE2GO • AA TRAFFIC • BIonaMap FIELD CAPTURE Field Capture GPS Driving Business POI Amenity POI Imagery Aerial Satellite Terrestrial Cadastral Property data Address NZ Post LINZ Live content Real Time Traffic Parking Flight data Ferry Bus Events Data Processing & Aggregation
- 4. Agenda • The Carparking Industry • AA Maps and Mobile Sites • The Carpark is not the destination - Proximity • How do consumers perceive you? • Telematics • Connected Devices • A View From Left Field • Innovation • Where’s My Car? • Tagging • What Would Google Do?
- 5. The Car Parking Industry
- 6. AA Maps and Other Sites or Mobile Apps
- 8. Car Navigation and Live Services
- 9. What people told us
- 10. What do People Think Of You?
- 11. What do people like about car parks? • In order from most important on top – Inexpensive • Convenient to destination • Big parking spaces • Easy to find empty spaces – Good Security » Easy to find your car on return
- 12. What do People Hate About Carparks? – Pay machines that only take cash • High Fees – Parks too small – People who take up too much space » Not being able to find one » Pay machines that don’t work • Pillars and obstacles • Not being able to find one
- 14. Telematics
- 16. Back to the Future
- 18. A view from left field
- 20. frogparking
- 21. Frogparking
- 22. Where’s My Car?
- 23. True Story
- 24. Colour Coding
- 26. Location Intelligence and Quick Response Codes • QR Codes are a form of ‘tagging’, • A QR Code is a 2D bar code which can contain up to 7,089 characters • This code will take you to my blog • Free software for encoding and decoding • DVD Preview • Music Album Preview • Game Preview
- 27. Where’s My Car? QR Codes • Fuqian Square Car Park in Taipei uses QR Codes on pillars and a free app • This QR Code will open your browser on your mobile to a map centered on my office with the ability to get turn by turn directions.
- 28. QR Code Examples
- 29. Hyperfactory UN Tagging The Hyperfactory, United Nations and Saatchi & Saatchi Billboard Tags
- 30. What Would Google Do?
- 31. EV Car Charging Dania Beach City Centre Parking Garage Florida
- 32. Computers From Air Conditioned Room to Mobile
- 33. Should You Be Talking to These Guys?
- 34. Short Term Rental Car Partnerships
- 35. Carpooling
- 36. Not Everyone Leaves Their Car
- 37. The Chasm Between ICT, Marketing and the rest • Everyone is doing location, except for – Most retailers – Car Park companies – Most tourist attractions – Most hospitality businesses – Most people who are not in IT, telecommunications or marketing
- 38. Twitter with apologies for the language
- 39. Its not all bad…….
- 40. Check Ins
- 41. Loyalty
- 42. Foursquare Around New Zealand
- 44. More Foursquare
- 45. USA Check In Stats 3 months to March 2011 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Android Apple Blackberry Microsoft Platform Platform 16.7 million people checked into locations using Foursquare and similar apps over 3 months representing 7.1% of the mobile population (Comscore)
- 46. USA Check In Stats Continued 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Male Female 13-17 18-24 25-34 35-44 45-54 55-64 65+ Fulltime Parttime NotEmployed FulltimeStudent Retired Gender Age Group Employment
- 47. QR Code Use by Women
- 54. Location Based Business Intelligence Without GIS
- 57. Location Is Everywhere Thank you Luigi Cappel GeoSmart luigi.cappel@geosmart.co.nz http://twitter.com/AA_Traffic http://geosmart.wordpress.com www.geosmart.co.nz www.aamaps.co.nz www.aatraffic.co.nz www.aaroadwatch.co.nz
Hinweis der Redaktion
- I am a location based services evangelist. I was going to put a picture up of an evangelist, but decided that I’d leave the religion and politics to someone else. My philosophies are simple. Work smarter rather than harder. Location is everywhere. Information is powerful and should be available to everyone anywhere, anytime, any device. When I was at school promised leisure time would be my problem because technology would do everything for me. Starting with a diet of Science Fiction I began looking for that solution. Now that I’ve found it I only work 50 hours a week. I have worked for several corporates and have had and continue to have my own businesses as well. I was the first elected President of the NZ Wireless & Broadband Forum, a Vice President of the Sales & Marketing Executives International and have held many other offices in community, business and sport. I like to get involved. For the lastt 7 years I have been Sales & Marketing Manager for GeoSmart, which 4 years ago was sold to the NZ Automobile Association. You all of course know the AA. How many of you are members? You’re in good company. AA has around 1.3 million members, highest per capita and Brian Gibbons VP FIA. AA is an Inc Society, some divisions make money and some provide services. Next Slide
- Our core business is collecting the most accurate possible data and providing means for solutions and products to use them. Major clients in each segment include: I have an awesome job because I get to talk to people like you about reasons why business should look at new ways of using technology and particularly location based technology in order to achieve your goals.
- We have a lot in common, GeoSmart, AA and your industry. We want to help people find locations and you have locations. The AA supports motorists and wants to do everything it can to support a safe and enjoyable opportunity for all motorists to enjoy their journeys, short or long. It was founded in 1903 and is going strong. You have a variety of businesses, some are community owned, perhaps tasked at covering costs or meeting other community KPI’s, others are privately owned and tasked with producing a shareholder dividend. These have to some degree different end games. Some may be about inventory rotation, such as curbside parking where you want people to always be able to find a park as and when they wish to. Some are about maximizing revenue per car park, which can also mean many things. My key interest is letting people know where the car parks are and which ones have availability. We have many means to do this. Next slide
- This is a snapshot from AA Maps which is a free web site which allows people to find Points of Interest, get turn by turn driving directions, monitor real time traffic conditions and: next slide
- Of course the car park is not the destination, so a key requirement for your clients is to find the nearest available car park to their destination. The data combined with the tools we provide to web and mobile application developers make this easy.
- The same of course applies to car navigation. GeoSmart pioneered navigation in New Zealand in partnership with companies including Navman, BMW and Siemens VDO. We started with a variety of very expensive portable devices and in car devices that retailed for around $6,000 each. In recent years despite everyone saying they don’t need navigation because they know their way around and don’t need car navigation, more than 400,000 units are being used in New Zealand today and sales are increasing significantly despite the economy downturn as consumer products, not counting OEM and specialist systems combined with vehicle tracking and job dispatch. Our research did find that people do know their own areas well, but in reality they did not know other areas or the best ways to get around the country.
- What we were told at the NZ Motor Show was a bit different. We heard: I only go into Auckland for funerals I am intimidated by trying to find my way around the other side of the city, I know my own area My wife won’t take the kids to sports because she doesn’t know where she’s going My staff get lost all the time You get stuck in the wrong lane, people won’t let you in, they close the gap and you end up getting lost going the wrong way Driving with navigation means you can relax and once you realise you can trust it, the experience is very different: My wife got her confidence and life back and so did I
- I did some research on your industry and how people feel about it. I visited car parks here and in Australia. I ran polls to find out what people like and don’t like about your business. The first thing I found was that people were so disinterested in the industry that I struggled to even get them to participate in polls. But I persisted. Here are some of the things they told me:
- Interestingly I found only half as many people responding to this question as to the question of what they hate about car parks. Probably the key take away is that they don’t care about your business, it is not a destination, it’s a utility. So let’s have a look at what people really Don’t like about car parks.
- If twice as many people hate car parks as like them, you’re not in a great industry if you are in business to make money. Of course if return on investment or profit is not an issue then
- Of course if return on investment or profit is not an issue then it doesn’t really matter.
- So here’s what is coming to a car near you and this is of significant importance to GeoSmart, the AA and to you. Many car brands including Ford, GM, BMW, Renault and others either already have Internet added to their in car computer systems. If you buy a new Ford in the US today you may end up with a screen like this or a heads up display which includes internet radio which only plays genres, songs or music you like. Developers are racing to create applications that will run on the mobile internet. In the future I will be able to drive into Wellington, find a concert, book tickets, reserve a table in a restaurant before the concert, listen to the band that’s going to play with streaming audio, find the nearest car park which has reserved a space for me which I have prepaid and guide me turn by turn to and within the car park to my allocated space. The car park location will also be sent to my mobile, which like yours, has cellular assisted GPS and a 6 point compass so that when I want to go back to the car, I will be able to find the car park building and my car with ease.
- Of course the AA also wants Telematics. Telematics means that they can do things like: Remotely unlock your car when you have locked the keys inside. Know where you are when you break down or your air bags deploy Be able to communicate directly with you Remote diagnostics and much more
- Connected devices are here today. We now have mobiles for which you can download car navigation with live services such as AA Traffic and we have portable navigation devices like TomTom which have a SIM Card built in. This means they have access to a variety of services today, including GeoSmart’s real time traffic anywhere throughout New Zealand and Australia. The next steps we are wanting to include are live services including events and live car parking availability. We have already begun discussing this with some of you and hope to start delivering real time car park availability to the AA Maps website before the end of this year.
- So this isn’t futuristic vapour-ware. It would be realistic early next year for a tourist to be driving past Wairakei Resort looking for something to do. They might see that the annual Huka Falls bathtub raft race is on again today and there are still some car parks available.
- So there is a perspective on some of the things we are going to take for granted in the not too distant future, starting in a matter of weeks. But taking things for granted is something that we often do and I believe that too often we have tunnel vision when we look at what we do and all of us get too busy doing what we do in the way we have always done it. We get way too focused with working in the business instead of on it, which of course is why we have events like this conference and the industry leaders like yourselves attending it. I have seen many businesses struggle in New Zealand and overseas in recent times and I believe that some of these are a result of this way of thinking. For example Borders and Whitcoulls may complain about Amazon and others stealing their business. The facts are that book sales from bricks and mortar businesses did not drop in the last year in NZ, but they also didn’t grow. Of course you don’t have to worry about people parking their cars on the internet. But you do need to develop.
- In this book the authors advise that all enterprise needs to innovate. Obviously the private sector more so than public, because it can’t just levy more money, it has to earn it. They say: If you don’t innovate as rapidly as possible, you’re going to lose market share to competitors. You have to innovate or you’ll fall off the rapidly changing edge of the technology. Even sectors that are slower to change like yours have to innovate or risk being replaced.
- Frogparking is an example of this. While some of you may be competing for urban ground space, that isn’t the only place people park. Earlier I mentioned curbside parking. This Kiwi solution is a great example of combining the needs of a council to provide adequate parking space in a low maintenance environment using mobile applications for both parking enforcement and the ability to find a car park handy to your destination. It looks to me like a win:win for motorists and for retailers and other strip businesses.
- Consumer App is coming which will allow you to book a park and get guidance to it. Currently exploring ability to share these with AA Maps online, connected car navigation devices and other apps.
- I took a number of photos while I was doing my research and one that I didn’t have the heart to take photos of but saw on many occasions was people walking up and down car lots, outside and in buildings trying to remember where they had parked it.
- I’d hate to think what the parking fee was!
- I’ve seen various levels of effort made in helping people find their way through multi levels of identical floors. Personally my pick is Sky City which has tear off labels you can take with you. At least you will easily find the right floor. Here are some more examples I found which were helpful
- I could be wrong but I don’t think the lift identified the floors by colour but this certainly helps.
- How many of you have ever seen a QR Code? How many have QR Code software on your mobile? How many have used it? How many have used it more than once? QR Codes or Quick response codes have been around since 1994 and have been used for many things over the years initially for tracking car parts and later for all sorts of things such as consignment notes for freight and distribution. They are one of hundreds of forms of 2D bar codes which used to require a digital camera or specialist bar code reader to decode the information. Now they are being used in countless ways with mobile phone applications. There are loads of free applications for mobile phones including my humble Blackberry, which takes a photo of the barcode and can display text or perform a task based around a URL. For example, the barcode on my presentation slide will be recognised as a URL, will open up the phone’s browser and take you to my blog. If the information encoded in the barcode had a mailto: prefix and an email address it would automatically open up your mobile’s default email application and put the address in the header. The QR Code is just one form of tagging location based services offer many more, but it has many advantages over other forms of tagging. QR Codes are a great way of sharing information. For example a QR code on a product could provide you with an eBrochure or a YouTube video, it could provide a link to a continually updated user guide or service manual, because the URL can be redirected or the web page updated. QR Codes could be used for location based games, tourist information, as a virtual concierge and so much more. Its elegance is in its simplicity. QR codes and tagging can be a fun way to engage people. They could be used to provide local information, access to maps, web sites about a location, access to a restaurant menu, treasure hunt clues. Unfortunately even though they have been around a long time, and the software comes for free on some models of mobile, most people still don’t know about them, so they do require an education process as part of any campaign.
- Have you heard of QR Codes? QR stands for Quick Response. It is a 2D bar code originally designed for use in Toyota car factories in Japan to match car parts to the vehicles being assembled, but since the advent of smartphones they have been redefined and are used for a wide variety of functions in a technology known as tagging. Effectively with applications that are either free to install or come standard with your mobile, you take a picture of the bar code with your mobile camera and the barcode contains a mixture of information and instructions. In the Taipei car park you can install a free mobile application which allows you to scan the barcode on a pillar and your mobile will navigate you all the way back to your car. The QR code can be used in a number of ways, it can instruct your mobile to open its web browser and go to a specific web page, it can add information into your diary or contact list, it can open your email application and fill in the destination and much more.
- You can use colour, you can also redirect the URL, this means for example that you can change the image or video, deal, anything from the same URL. Imagine having a billboard on a store window which offers you a different deal or coupon periodically, but you never have to change the bar code. People will scan it just to see what happens next. Very low cost for production of campaigns. A number of you have advertising in your buildings, on your entry and exit barriers and on your machine displays, but how many of you collaborate with local businesses? How about having a QR code that is both a coupon and business promotion. Some of you may have heard of Mark Blumsky who owned Mischief Shoes. He had an arrangement with a local cafe that if you bought coffee there you got a discount on your shoe purchase and if you bought shoes you got a free coffee. That’s smart business. If you are not the destination, then maybe you could have mutually beneficial relationships with the destinations.
- Kiwi innovation.
- I would recommend this book to anyone looking to grow their business. If certain retail managers of businesses which are now in receivership had read this book I believe they would be prospering instead of looking for new jobs. It looks at a wide range of industries and takes a new approach to the business model. It has relevance to all industries and business whether it be public or for profit. It looks at how to compete with free which is a challenge for many of you. It looks at freemium, which is Google’s model, it may be free to the end user, but someone is paying for it. Google services are free but last year they made over $10 Billion US dollars. So what could you do?
- If I have an electric car, you might even offer me the ability to charge it.
- This is already happening in the USA
- This is not them, but I saw a Zip Car in a Sydney Car Park which if you are a member, you can essentially rent by the hour and return it to another member car park.
- Motoring can be sustainable and we can all play our part. I am sure that any carpark that supports people who are carpooling are going to win loyalty from businesses and consumers. Of course local and regional Government all have commitments to sustainability don’t they.
- A few weeks ago I was on the Gold Coast. I spent a few minutes visiting shops with my wife and daughters and a few hours in my rental car reading a book on my iPad. Interestingly there were many other people, mostly men, also sitting in their cars. This got me thinking as to what other services I would like to see in a car park. An obvious one was free or low cost WiFi. You probably have a network in your car park for your security cameras and other technology, why not make it more attractive for people who don’t want to shop? The canopy in this mall was a nice touch too, safe from sun, rain and bird droppings.
- Have you heard of Social Media, are you using it? Your customers are using it. They are telling each other about you.
- Its not all bad. So why do most of your car parks look grey, dark and dingy? Why not invite street artists to paint murals on the walls as many communities do in outside carparks?
- With Foursquare you can create loyalty programs, do location based inventory management, offering deals when you have empty spaces in real time, for free. You can run loyalty programs for specific venues simply and easily. Has anyone in the NZ industry done this? You can also use this technology to partner with other businesses.
- There are a small number of businesses currently offering great deals in Auckland, while their competitors are blissfully unaware of it. They are therefore getting a well deserved unfair share of the business. Here are a few examples. Hotels offering free WiFi even if you don’t buy anything, free drinks with burgers, 2 for one offers etc. Who wouldn’t like a free room upgrade next time they stay at Rydges. This is great for the FIT and because it is basically offered in a location based environment it doesn’t have to be given to everyone, its like your own special deal because you are on Foursquare. This is not the best way to use Foursquare or other check in apps, but if you see 215 individual people check in at Rydges in Auckland, they have probably sold a few extra rooms, gained some repeat business and did I mention that they didn’t have to pay for the promotion? These could be your carparks.
- The comments I showed you before were on Twitter. These ones are on Foursquare where people are physically checking into locations. These conversations and recommendations are happening with or without you.
- Note this is not the number of check ins, but the number of people using the applications. Obviously there is an OS battle going on, but the vast majority of users are Android and Apple users.
- This is still considered to be the early adopter phase, what is interesting is that there is no significant gender gap. The age groups shouldn’t be a real surprise. 18 – 44 is the largest group, who would be considered the most mobile and given that the largest group is in full time employment, they are people with money to spend. These are quite likely a large part of your demographic. Have you ever done studies on the demographics of your clients? Just on the female side, there are stereotypes about males being predominant technology users. Wrong, who does all the shopping guys?
- How many people would even realise that the Facebook icon even was a barcode? Over 50,000 people used their Smartphone to scan the icon which took them to the Glamour Magazine Facebook page and the subsequently ‘Liked’ the page. How many of your carpark enterprises have a Facebook page? I couldn’t find a single one. Here’s a few things I did find on Facebook.
- This is the only car parking company I could find easily on Facebook.
- Almost half of the NZ population has access to the Internet. 82% of them use Facebook. There’s a great opportunity for you to take a leadership position and develop positive relationships with motorists.
- A company came to us a few years ago and had problems like baby bottles with blue and yellow tops. They were too small to employ GIS. Look what they would have found out if this new product had been available: next slide
- In China, colours are really important. Yellow or Gold is a good luck colour, so no problem selling baby bottles with yellow tops in these areas. However Blue or dark blue is used for sadder occasions such as death and mourning. Now you know why there was a stock problem in these areas where the population is made up of equal to or more than 40% of the population. This sort of technology used to cost tens of thousands of dollars and the GIS specialists to run it are expensive too. OK if you’re a bank, a telco, an insurance company or a large corporate. But imagine if this information was available to decision maker in the company who has a browser. That will be a reality in a matter of weeks. All they need is to be able to access a CSV file which contains coordinates and of course there is a geocode tool available for that too. Now they can look at any of their corporate data and mine it. Sales, financial, assets, prospects, competitor information. If you can provide the user with a CSV file, it will automatically take the headers and allow boolean searching with the results viewable on a table, on the map and output. There is a lot more of course but I’m almost out of time. I’d just like to have you consider, if you had a loyalty program you could know where your customers live, work, shop and play. Information is power.
- We have the location a large number of car parks in New Zealand. We provide this information to AA Maps and to many other services and products including the leading car navigation brands. Now we want to tell people which parks have spaces available in real time. We would like your information to share with these solutions. We are giving the information away free to the public and we will not charge you for making your real time information available to these motorists, we just need you to share it with us.
- These have been a few ideas and I hope that you have taken something useful away. I leave you with a couple of last thoughts: Location based marketing is a new addition to the mix. For some of you marketing is not something you may not spend a lot of time thinking about. People are talking about you and checking in at your locations whether you participate or not. Be part of the conversation. Understand what you want to achieve and plan your campaigns around that. Location is here and now, be ready to influence people in real time. This is part of your marketing mix and needs to be in sync with your other activities, it probably doesn’t replace any of them. Get in at the ground floor learn, measure and adapt. There are 3 kinds of people, those who make things happen, those who watch things happen and those who wonder what happened.