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
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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