2. O SOur Sponsors

3. Toronto, September 2013
1
GuidaMi car sharing Milano
an integrated experience
CSA Annual Conference 2013
16-17th, September - Toronto

4. Toronto, September 20132
Milan leading economic region
MILAN REGION
• 21% of national GDP
• 3 MLN inhabitants
• 6 MLN Trips/day

5. 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

6. 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

7. Toronto, September 20135
ATM – a new vision for the city
TRANSPORT TECHNOLOGY
SMART CITY
CUSTOMER

8. Toronto, September 20136
ATM – a step beyond
Customer
Advertising
Commercial
spaces
NFC
devices
Brand
Standard
transactions
Web
transactions
Infomobility
Premium
Service
Connectivity
Couponing
Loyalty

9. 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

10. Toronto, September 20138
ICS – the Italian market
• ICS key aspects:
shared standard (access, rules, pricing)
shared technology (national interoperability)
co-marketing actions

11. Toronto, September 2013
9
GuidaMi a station based car sharing
integrated with PT and the city

12. Toronto, September 201310
Brief history of car sharing in Milan
2001
2010

13. 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

14. 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%

15. 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

16. 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

17. 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

18. Toronto, September 201316
Target integration: the parking areas
60% Milan inhabitants live 5 min walk
88% customers reach a PA less then 10 min

19. Toronto, September 201317
Target integration: facilities as PT

20. Toronto, September 201318
Target integration: one card for all services

21. Toronto, September 201319
Target integration: subscription bundling
406€Jan12
Sept 12
Target 2013
390€
Pricing, mobil pass

22. Toronto, September 201320
Target integration: sales channels
Join now!
www.guidami.net 55 %
ATM Point 30 %
partner agencies 15 %

23. Toronto, September 201321
Target integration: corporate image and communication

24. Toronto, September 201322
Thank you!
Andrea Leverano
GuidaMi - ATM Servizi S.p.A.
www.guidami.net
andrea.leverano@atm.it