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How is Milan, the capital of fashion and design, becoming smart?

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Citizens, shops, restaurants and culture combined in one innovative platform. How Comarch has faced the challenges of the city of Milan. SmartMI application modules explained and live demo.

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How is Milan, the capital of fashion and design, becoming smart?

  1. 1. CITIZENS, SHOPS, RESTAURANTS AND CULTURE CONNECTED IN ONE PLATFORM. How milan, the capital of fashion and design, is becoming smart?
  2. 2. 1. Brera Smart District 2. The new challenge for the whole City of Milan: smartMI 3. App Live Demo 4. Q&A
  3. 3. Milan Design Week: the biggest and most prestigious worldwide fair for Design. The perfect environment for Smart City platform Started in 1961, lasting 1 week, making Milan the Design Capital City. Based on Milan format, over the years other Design Weeks were born –London, New York, Paris, Dubai, Miami, Bejing – but Milan remains the most important one: 400.000 visitors1.200 events 160 countries partecipating € 220mln turnover ...in 6 days! BRERA SMART DISTRICT: the context
  4. 4. BRERA SMART DISTRICT: how it started Brera: historical and cultural district in Milan, heart of the Design Week Studiolabo: Design Communication Agency owner of Brera Design Week network (showrooms, events, exhibitions, website + social media) Comarch Smart City
  5. 5. www.brerasmartdistrict.it
  6. 6. BRERA SMART DISTRICT: from the user perspective End User Business Partners Back Office Mobile App Web Portal B2P Portal Offers management Beacons Network ManagementBeacon
  7. 7. BRERA SMART DISTRICT: how tasks were splitted  Comarch:  SmartCity Platform  Mobile app  Business Portal  Partners Enrollment + Training  Beacon installation  Marketing material  Studiolabo  Look & Feel concept  Providing content  Brera Partners’ Network
  8. 8. BRERA SMART DISTRICT: mobile app
  9. 9. Shops and Brands 70 Beacons installed +100 Active users 1.600 Download of the app in 1 week + 1.200 BRERA SMART DISTRICT: some KPI
  10. 10. BRERA SMART DISTRICT: how we communicated it Brera Design District Journal: article + full adv page Available across the District, for free Leaflet: distributed @ 4 InfoPoint in Brera QR Code Stickers: distributed to Partner
  11. 11. BRERA SMART DISTRICT: main lessons learned Partners: need to take care of and get them involved in a different way Marketing : move from tactical and «home made» approach to a strategical one Partnership: it’s really important to define better mutual role, responsabilities and tasks in order to keep partners involved and get the most out of the partnership
  12. 12. 1. Brera Smart District 2. The new challenge for the whole City of Milan: smartMI 3. App Live Demo 4. Q&A
  13. 13. SmartMI From BRERA district... ... To MILAN! The new challenge...
  14. 14. SmartMI The aim is to produce a SMART GUIDE that will help to live better the city of MILAN. The smartness is that we abandon the logic of searching into a long list, moving to the concept of suggesting simple selections of new ways to experience the neighborhood. FUNCTIONALITIES: • MIXED CONTENT DASHBOARD • ITINERARIES • Presetted Itineraries • Custom Itineraries • Preferred Itineraries • ON-SITE INTERACTION • Check-in • Push notifiations • GAMIFICATION & SOCIAL ENGAGEMENT • Badges • User ranking
  15. 15. SmartMI - model Guide Model Territorial Model Business Model  Unconventional contents, generated by an editorial staff with a friendly and warm tone of voice.  Free interaction for the user  Involvement of the users, citizens or tourists Starting from a district of Milan (Brera), we are creating a format that can be replicated on other individual districts / areas of Milan, with a consistent identity / values / services / mood  User: the mobile application will be always for free for the final user  Commercial Partners:  monthly fee  pay-per-use (creation of offer, offers validated, packages)  Strategic Partners: win-win situation
  16. 16. SmartMI: what are the benefits Source: COMARCH analysis.  Better/faster services and response to the needs  Access to high-quality data about citizen habits / patterns  Platform for City Loyalty Program  Cost reduction potential CITY BUSINESSES PEOPLE  Better targeting and customized offers  More knowledge about the consumption patterns  Potential for coalitions  Loyalty program integration  Better information about city services  Commercial offer better customized to the needs  Time-saving  Higher satisfaction
  17. 17. 1. Brera Smart District 2. The new challenge for the whole City of Milan: smartMI 3. App Live Demo 4. Q&A
  18. 18. 1. Brera Smart District 2. The new challenge for the whole City of Milan: smartMI 3. App Live Demo 4. Q&A
  19. 19. linkedin.com/company/comarch twitter.com/comarch youtube.com/user/comarchTRADE Thank you! Simona CASTELNUOVO Project Manager – Milan Smart City Email: simona.castelnuovo@comarch.com

Citizens, shops, restaurants and culture combined in one innovative platform. How Comarch has faced the challenges of the city of Milan. SmartMI application modules explained and live demo.

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