How that disrupts the parking value chain
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Transcript How that disrupts the parking value chain
Digital parking
(and why it changes
everything)
5th May 2011
Harry Clarke
The development of parking
The property era
The attendant era
The technology era
Analogue to Digital
About 774,000 results (0.06 seconds)
Analogue parking
Distributed databases in paper form
Typified by counter service
Payment by cash
Incrementally low set-up cost
Bulk enforcement by eye
Hugely process inefficient
Unlinked to the mission
Digital parking
Centralised computerised eligibility database
Typified by self-service
Largely payment card (or prepaid credit)
Higher set-up cost
ANPR Camera based
Process efficient
Integrates parking with the mission
All input channels must be VRM based
Phone parking
E-permits
Virtual residents visitors
permits
Shops/library payments
Networked machines
How that disrupts the parking value chain
How that disrupts the parking value chain
Mo
Controlled stock and scratchcards
Snakes and Ladders
Going Down
Coming Up
Enforcement contractors
ANPR deployment companies
Dumb parking machines
System integrators
Small players
Big brands of national scale
Bailiffs (in the long term)
Output based tenders
Directive tenders
Lean organisations
Individual Boroughs and
Districts
Counties
Corporate cashless solutions
The mobile phone is key to other changes too
Will be how you pay to park
Will be how you find parking
Will be how you find fuel
Will place offers before you based on
your parking
Will be how you buy stuff
What’s driving this growth?
Sheer usefulness of smart phones
Our innate understanding of Sat-Nav
as a concept
Wider availability of GPS in phone
handsets
Stronger and deeper links being
forged by the phone parking
companies
Geo-location is the most commonly used factor
in mobile marketing campaigns
And LBM is gaining pace
What does this mean for parking?
The locus of control will change
as motorists become
empowered
The way you car parks are
marketed on the mobile internet
begins to matter
Growth of micro-parking
Prepare to compete for the
business of passing traffic !
The NCP iphone app / APCOA phone parking
Driven by the information
from their network of barrier
controlled car parks
Concentrates on the final
destination
Reinvention of the APCOA
brand as a technology
company
In the next 5 years…
20% of the number of CEOs
The elimination of the “serial
offender”
Parking becomes part of the
“mission” of the journey
Flexible tariffs (yield pricing)
Co-ordinated dial-in error rate
to preserve enforcement
income
Summary
There is a huge upheaval going on
The public are ready and waiting
Buy for the future items not for the past
Are your tenders written to buy from
enforcement contractors or technology
providers?
Buy on strategy not price