Smart Phone, Smart Cities | Mike Potts, CDO, Havas and Paddy Griffith, CEO, Havas Work Club

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