ConceptObjetivo del Proyecto□ The aim of the project is to create an interconnected city with a sensor network that will allow an improved quality of life for the citizens through the intensive use of new technology□ That will allow to: Improve the efficiency in Improve the quality of Improve the competitiveness managing and maintaining municipal services of the city the city 2
ConceptProblemática que resuelve□ The principal problems to solve in a city are represented by: Contamination and Mobility Traffic Jams Public Safety Accessibility Pollution These problems compromise the economic and social prosperity of the city 3
ConceptProblemática que resuelve□ Our focus is to face three of those problems Contamination and Pollution Mobility Traffic Jams 4
ConceptDescripción de la idea□ The main idea of the project is to create and install a sensor network that can be modularly scaled with new measurement systems Intelligent parking Selective monitoring Intelligent traffic Monitoring public Synchronization of spaces of wastemanagement system lighting public transport management system management 5
Concept Descripción de la idea □ The first pilot on which this proposal is focused is the: Intelligent parking spaces management system The citizen will know in real time the congestion zones where he is going to The platform will analyze The system will guide theThe sensors will monitor the data and create a real- citizens to the nearestthe parking spaces time map of available parking spot by GPS parking spots It will send the The controller will It will send the information to know what parking information to the citizens and space has been Platform controllers occupied 6
Market Analysis- The global market for wireless sensor networks has reach about 4.6 billion dollars in 2011 from 500 million dollars that the market was in 2007 according to the ON World potential market analysis- The aim is to implement the solution in Spanish cities before scaling it to the rest of the world- Given the need for the existence of a critical mass of users in order to assess the feasibility of the solution the potential market in Spain adheres according to the National Institute of Statistics to 145 municipalities with a population over 50,000 inhabitants- The pilot will be implemented in Madrid- According to the INE data the number of vehicles in the city of Madrid is 1,990,585.
Market Analysis- Spain in 2009 reached the figure of 9.709.023 smartphones according to the data from the consulting firm Comscore. Which involves a penetration of 28% for those mobiles.- Extrapolating that data to Madrid would be reached a figure of 557,363 potential buyers in the city of Madrid for mobility applications.
Cost Analysis- The results are estimated as it follows: - The investments made in the project will be offset by the sale of applications for citizens. - From a potential demand of 557.363 users, are estimated to be early adopters about 60.000 users. - With the diffusion and promotion of the product is expected to reach 40% of the potential target within 2 years which would mean 222.945 user of the application by that time. - At an estimated price of 11€ per application with an annual renewable fee it will generate profits within 3 years, offsetting the investment in 7 years.
Cost Analysis Income 2012 2013 2014 2015 2016 Number of the users of the application 0 60000 220000 380000 420000 Price Application and maintenance fee 0 0 11 11 12 Net income 0 0 2420000 4180000 5040000 Costs 2011 2012 2013 2014 2015 Areas parameterization 268323 1325323 0 0 0 Wireless Sensor Network construction 123423 3235673 0 0 0 Wireless Sensor Network maintenance 0 0 163243 362344 675444 Comunications 1453 123543 323534 562344 623756 Salaries 1098385 982343 823323 762431 621473 Publicity 0 234536 672323 432213 214215 Total Costs 1491584 5901418 1982423 2119332 2134888 Results -1491584 -5901418 437577 2060668 2905112
Survey Results1. Do you have an smartphone?2. Would you buy an app that will let you locate parking spots with your smartphone?
Survey Results3. If you answered yes. How much are you willing to pay for the app?4. In case you did not want to bought it. Would you download it for free?
Customer FeedbakSeeing how the survey went we can extrapolate some lessons.1. Most people will download an app that will let them find a parking spot2. But they are only willing to pay an amount of 0-2€ for it, and none of them were willing to pay the 10€ we expected.3. Even more, most of the people wanted the app freeThis results disrupt our business model as it was based on an annual fee subscriptionso the annual costs of the network could be covered.- This leads to a different option:- Instead of selling the app directly to the users, we could license the technology sothe information can be integrated in GPS or smartphone software manufactures.