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.

1. CITIZENS, SHOPS, RESTAURANTS AND CULTURE CONNECTED
IN ONE PLATFORM.
How milan, the capital of fashion and design, is becoming smart?

2. 1. Brera Smart District
2. The new challenge for the whole City of Milan: smartMI
3. App Live Demo
4. Q&A

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. 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. www.brerasmartdistrict.it

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. 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. BRERA SMART DISTRICT: mobile app

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. 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. 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. 1. Brera Smart District
2. The new challenge for the whole City of Milan:
smartMI
3. App Live Demo
4. Q&A

13. SmartMI
From BRERA
district...
... To MILAN!
The new challenge...

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. 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. 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. 1. Brera Smart District
2. The new challenge for the whole City of Milan: smartMI
3. App Live Demo
4. Q&A

18. 1. Brera Smart District
2. The new challenge for the whole City of Milan: smartMI
3. App Live Demo
4. Q&A

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