O SOur Sponsors
Toronto, September 2013
1
GuidaMi car sharing Milano
an integrated experience
CSA Annual Conference 2013
16-17th, September - Toronto
Toronto, September 20132
Milan leading economic region
MILAN REGION
• 21% of national GDP
• 3 MLN inhabitants
• 6 MLN Trips/day
Toronto, September 20133
Azienda Trasporti Milanesi - deep ancient roots
• Established in 1931
• 100% owned by milan
Municipality
• ATM Is an integrated group:
�14 companies
�9.000 employees
�700 MLN passengers/year
Toronto, September 20134
ATM – an integrated mobility enterprise
• 300 KM Tramway network
• 5 Metro lines
• Bus
• Trolleybus
• Bus on demand
• Parking
• Congestion charge
• Bike sharing
• Car sharing
Toronto, September 20135
ATM – a new vision for the city
TRANSPORT TECHNOLOGY
SMART CITY
CUSTOMER
Toronto, September 20136
ATM – a step beyond
Customer
Advertising
Commercial spaces
NFC devices
Brand
Standard transactions
Web transactions
InfomobilityPremium
Service
Connectivity
Couponing
Loyalty
Toronto, September 20137
Italian context – A top down approach
• ICS Iniziativa Car Sharing:
� born in 2001 by Ministry of Environment
� collects local governments interested in car sharing
� co-finance the start-up (tech and mktg cost)
• Figures:
� 11 cities (Rome, Milan, Turin, …)
� 23.000 customers
� 660 cars
Toronto, September 20138
ICS – the Italian market
• ICS key aspects:
� shared standard (access, rules, pricing)
� shared technology (national interoperability)
� co-marketing actions
Toronto, September 2013
9
GuidaMi a station based car sharingintegrated with PT and the city
Toronto, September 201310
Brief history of car sharing in Milan
2001
2010
Toronto, September 201311
Customer, car and parking areas
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
2010 2011 2012 2013
Customer + 45% year
0
20
40
60
80
100
120
140
160
180
2010 2011 2012 2013
car
parking areas
Toronto, September 201312
Monthly utilization
25%
29%
32%
36%
0%
5%
10%
15%
20%
25%
30%
35%
40%
2010 2011 2012 2013
car utilization rate
users/customers 31,4%
journeys/users 3,5
hrs/journeys 6,8
km/journeys 47
frequent user(1-2 week)
20%
light user(1-3 month)
57%
Toronto, September 201313
Economics
0%
10%
20%
30%
40%
50%
60%
revenue growth vs PY revenue per customer vs PY revenue per vehicle vs PY
2011 vs 2010
2012 vs 2011
0%
5%
10%
15%
20%
25%
30%
2010 2011 2012
ics funding/cost
Toronto, September 201314
Customer value
• An useful target for ATM (PT):
� 45% managers or entrepreneurs
� 62% university education
� 70% smartphone user, 35% regularly buy online
Toronto, September 201315
Customer value
• An useful target for the City:
� 53% don’t own a car
� 40% sells a car after joining the service
� 73 % use daily PT or bike
Toronto, September 201316
Target integration: the parking areas
60% Milan inhabitants live 5 min walk88% customers reach a PA less then 10 min
Toronto, September 201317
Target integration: facilities as PT
Toronto, September 201318
Target integration: one card for all services
Toronto, September 201319
Target integration: subscription bundling
406€Jan12
Sept 12
Target 2013
390€
Pricing, mobil pass
Toronto, September 201320
Target integration: sales channels
Join now!
www.guidami.net 55 %
ATM Point 30 %
partner agencies 15 %
Toronto, September 201321
Target integration: corporate image and communicatio n
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