See how TC Media helped launch a very successful mobile parking payment solution for Stationnement de Montreal.

1. mCommerce
Success Story:
The P$ Mobile Service of
Stationnement de Montréal
Webinar • Sept. 13th 2012
Presented by Brady Murphy, VP Mobile

2. AGENDA
Context and genesis of this
solution
Description and video of in-
market solution
Share insights and learnings
2

3. 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
3

4. CURRENT PARKING PAYMENT SOLUTION
4

5. 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
5

6. STRATEGY & PLANNING
Workshops
Market
Study
Analyses
6

7. FINDINGS FROM MARKET STUDY
82%
66%
Are interested in
Would use it on outings
(entertainment, etc.)
53%
this service
of Canadians own a
Among the 65%
77%
smart phone
Would use it when
parking for work
interested in
the service…
41%
Think the main
advantage is to pay
where you are, not by
going to a terminal
7

8. 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
8

9. HOW DOES IT WORK?
To view Video: Right Click on Image > Open
9

10. CONSUMER PROFILE
10

11. CLIENT ADMINISTRATIVE TOOLS
11

12. 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
12

13. WHAT DO CONSUMERS THINK OF IT?
13

14. RESULTS
• 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
14

15. 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
15

16. 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
16

17. THANK YOU…ANY QUESTIONS?
Brady Murphy
VP, Mobile
416-361-3522 x379
brady.murphy@tc.tc
17