Andrea Leverano - GuidaMi in Milano

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

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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

Toronto, September 201322

Thank you!

Andrea LeveranoGuidaMi - ATM Servizi [email protected]