mCommerce

Success Story: The P$ Mobile Service of

Stationnement de Montréal

Webinar • Sept. 13th 2012

Presented by Brady Murphy, VP Mobile

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AGENDA

Context and genesis of this solution

Description and video of in-market solution

Share insights and learnings

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BACKGROUND

Société en commandite Stationnement de Montreal (SCSM) • Major player in the development of operational solutions

for urban travel in Montreal

• Known for its innovation, its use of cutting-edge technologies and

harmonious integration of its installations

in the urban landscape

• Highlights:

• 17,628 paid on-street parking spaces

• Use of Pay & Go system where spaces are tagged with an

alphanumeric ID. Users enter the space’s ID, swipe a credit card or

pay cash and go.

• 3,432 spaces in 37 parking lots

• 1,501 on-street and off-street pay stations

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CURRENT PARKING PAYMENT SOLUTION

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CLIENT GOALS

1. Simplify consumers’ lives by using

innovative technologies

2. Collaborate with a partner that proposes a vision,

tools & technologies for an overall parking

payment solution through mobile

3. Reach the largest possible audience

4. Be consistent with the existing parking

management process

5. Enhance SCSM’s strong brand

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STRATEGY & PLANNING

Market Study

Analyses

Workshops

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FINDINGS FROM MARKET STUDY

53% of Canadians own a

smart phone

66% Are interested in

this service

65% Would use it when

parking for work

41% Think the main

advantage is to pay where you are, not by

going to a terminal

82%

Would use it on outings (entertainment, etc.)

77% interested in

the service…

Among the

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FINDINGS FROM ANALYSIS & WORKSHOPS

• The solution should • Closely follow the traditional user experience

• Complement the current Pay & Go system

• Be a flexible and iterative platform to satifsy the roadmap

• Multiple stakeholder involvement • Leverage the data from consumers and the transaction

history

• Ensure the solution is PCI-compliant

• Generate alternative revenue streams

• Considerations for operational efficiency

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HOW DOES IT WORK?

To view Video: Right Click on Image > Open

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CONSUMER PROFILE

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CLIENT ADMINISTRATIVE TOOLS

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MARKETING ACTIVATION OF SOLUTION

Soft launch in June 2012

• Press releases

• Social media

• Collateral with QR codes and

SMS calls to action

Official launch on

September 12th, 2012

• TC’s network

• Partners

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WHAT DO CONSUMERS THINK OF IT?

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• Averaging over 2,000 mobile transaction per day since

its launch in late June 2012

• Over 50,000 subscribers

• Official launch is scheduled in September

– Launch and communication of solution using an

integrated and multi-channel approach

• Additional investment in future

RESULTS

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KEY LEARNINGS

• Consumers

– iOS dominates

– 80/20 Rule with respect to revenue and super users

– UX/Design with PCI compliancy is a must – enables simple, intuitive and

most importantly speedy transactions

– Use push messaging to improve consumer experience

– Devise tactics to move users from passive to super users

– Determine crucial KPIs, such as ARPU, CPA

• Marketing

– iTunes is the #1 driver of downloads, followed by QR then SMS

– Be ready for feedback – Internal/External Com + mechanism to heed

feedback

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WHAT DOES THE FUTURE HAVE IN STORE?

• Regular meeting with client steering committee

• Survey and data to understand users and how they map

against our personas

• Additional investment in future:

• Local merchant engagement

• Enhanced consumer based tools such as mapping guides

• Additional payment vehicles such as NFC and PSMS

response

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THANK YOU…ANY QUESTIONS?

Brady Murphy

VP, Mobile

416-361-3522 x379

brady.murphy@tc.tc