MLOVE is a global community that organizes inspiring events to drive the future of mobility, smart cities, and mobile-empowered enterprises. The MLOVE ConFestival 2015 in Hamburg brought together CEOs, innovators, and startups to share ideas about these topics. One panel focused on how Milan became a smart city and hosted Expo 2015 through the use of social media, mobile technologies, and sharing economies to empower citizens. Telecom Italia helped create the digital smart city infrastructure for Expo 2015 Milan through investments in broadband, cloud computing, sensors, and an operating center.

1. Passion. Inspiration. Future of Mobile.
“Best event for mobile” - WIRED

2. Hamburg
June 26th 2015
MLOVE IS A GLOBAL COMMUNITY CREATING INSPIRING EVENT
EXPERIENCES TO DRIVE THE FUTURE OF MOBILITY, THE LIFESTYLE OF
MOBILITY, SMART CITIES AND MOBILE EMPOWERED ENTERPRISES.
MLOVE EVENTS BRING TOGETHER CEOs, CMOs, INNOVATORS AND
STARTUP ENTREPRENEURS FROM ACROSS MULTIPLE DISCIPLINES TO
SHARE, LEARN AND CROSS-POLLINATE IDEAS WITH AN ARRAY OF
SCIENTISTS, ARTISTS AND OTHER THOUGHT LEADERS.
DOING WAS PARTNER OF MLOVE CONFESTIVAL 2015, TAKING PLACE
IN HAMBURG, JUNE 24-26, PROVIDING A PANEL FOCUSED ON MILAN
SMART CITY AND EXPO 2015.

3. Hamburg
June 26th 2015
MILANOHow to make a 12th century city a smart city.

4. MLOVE
ConFestival 2015
INTRODUCTION
MARCO MASSAROTTO
Founder & Partner at DOING

5. MILANO.
NOT SINGAPORE.
OR SEOUL.

6. A MEDIEVAL CITY WITH STONE ROADS.
A SMALL CITY MADE OF 1.3 MLN PEOPLE.
A WORLD DESIGN AND FASHION CAPITAL.

7. INDIVIDUALISTIC CITY. PROFESSIONALS HUB.
A STRONG “OWNERSHIP” CULTURE.

8. SOCIAL MEDIA MOBILE SHARING ECONOMY
By making citizens smart
HOW TO MAKE A 12TH CENTURY CITY A SMART CITY?

9. MLOVE
ConFestival 2015
1) SOCIAL MEDIA

10. AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY)
Mission control

11. AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY)
1.800real time updates on
overground and underground
networks per month

12. AZIENDA TRASPORTI MILANESI (PUBLIC TRANSPORTS COMPANY)
1.000answers on journeys and
services per month

13. A2A GROUP (POWER AND ENVIRONMENTAL SERVICES)
Operations

14. A2A GROUP (POWER AND ENVIRONMENTAL SERVICES)
4.000solved issues thanks to
social media
since November 2013

15. ASK EXPO (EXPO 2015 WORLD EXHIBITION)
The social info-point and
customer service account
created for the very first time
in occasion of a World’s Fair.
A partnership

16. ASK EXPO (EXPO 2015 WORLD EXHIBITION)
4.350real time answers
since May 1st

17. ASK EXPO (EXPO 2015 WORLD EXHIBITION)
1.030updates about
buying, visiting,
getting around

18. COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION)
Mayor
Departments
Press office

19. COMUNE DI MILANO (MUNICIPALITY ADMINISTRATION)
200
average daily answers
to requests for information
250

20. DOING DIGITAL CONTROL ROOM
Traffic
news
Public
transport
Energy power
Environmental
services
Bike
sharing
EXPO 2015Municipality
Integrated
crisis management and
response strategy in
case of emergencies
and big events
affecting public safety.
Internal
coordination
between social media &
monitoring teams

21. CRISIS MANAGEMENT: RIVER FLOATING
Municipality of Milan Public transport Power grid
Environmental services

22. PLANNED EVENTS: ASEM MEETING
Municipality of MilanPublic transport

23. MLOVE
ConFestival 2015
2) MOBILE

24. OPEN WIFI
400outdoor hotspots indoor access points in public spaces
700

25. DIGITAL AREAS
Wi-fi
Multimedia
touch screen
Taxi, emergency calls, e-
commerce, e-government,
tourist and mobility information
recharge computer, phones, tablets,
electric vehicles
29areas

26. SMART PAYMENT
Pay for parking directly
with your smartphone.

27. SMART TICKETING
The app that queues at your place.
Select the nearest Register Office
Get a remote ticket with the app
Monitor the queue and the expected time
Get an alert when you are the next
1
2
3
4

28. SMART REPORTING
deterioration of public
playgrounds
street lamps off,
unlit streets
baskets filled,
abandoned waste

29. TOURIST INFORMATION
Travel guide Events Itineraries Museums Kids

30. MLOVE
ConFestival 2015
3) SHARING ECONOMY

31. NUMBER OF CARS PER 100 INHABITANTS
51Milano
31London
29 21Berlin Paris

32. THE GOALS OF THE SUSTAINABLE MOBILITY URBAN PLAN
Reducing the negative impacts of car traffic
Congestion Pollution
Occupation of
urban space

33. The most successful car sharing
service worldwide by single city usage
• 300K users in 1 year in Italy
• the first to be completely paperless
• more than 3.5 mln uses
ENJOY
BUSINESS
STRATEGY
SERVICE DESIGN, UX
& DEVELOPMENT
INTERACTIVE
BRANDING
CUSTOMER
RELATIONSHIP

34. BIKEMI
The first city in the world
provided with a
one station / dual system.

35. ENJOY SCOOTER SHARING
The first city in the
world providing a solid
free floating scooter
sharing system.

36. DIGITAL BUSINESS FACILITATORS
coworking spaces officially
recognized by the Municipality
30

37. MLOVE
ConFestival 2015
SMART MOBILITY STRATEGY IN MILAN
ANTONIO BISIGNANO
Chief of staff to the Deputy Mayor for
transport and environment, City of Milan

38. MILAN, TODAY
1,3people in Milan City
mln 3,4people in the
Metropolitan area
mln 1daily City users
mln

39. OVERALL MOBILITY - 2014
5,678trips per day
mln
of which 2,502 mln between
Milano and its urban area,
done 58% by car.

40. From a one-sectoral smart city strategy to a cross-sectoral strategy:
MILAN SMART MOBILITY STRATEGY
new services
the sharing mobility
as complementary service
to the traditional ones
new user experience
for existing services
infomobility, mobile payment,
open data and public lighting

41. CAR SHARING
Station based
2002

42. CAR SHARING
Free floating
2013
• one way system
• fast reservation
• fleet with at least 80 vehicles
• 90% of the fleet with a length less than 4,50 m
• 1.100 € Year for each car for the territory use (parking
and congestion charge)
Public call requirements

43. CAR SHARING - FREE FLOATING SERVICES, TODAY
operating since August 2013 December 2013 May 2014
vehicles 700 Smart 600 Fiat 500 + 44 500L 370 Volkswagen Up!
users ~ 80.000 ~ 160.000 ~ 27.000
driving rate (per min) 0,29 € 0,25 € 0,27 €
parking rate (per min) 0,29 € 0,10 € 0,17 €
reservation app / website app / website app / website
car opening app / card app only app / card
CAR 2 GO ENJOY TWIST

44. Service extended to
25 cities of the Milan
Metropolitan area
CAR SHARING TODAY
June 2015

45. CAR SHARING TODAY
100% electric
June 2015
• 150 cars (650 by the end of October)
• over 100 km of autonomy
• 3.500 subscribers in 2 weeks
• first car sharing service with variable fees according
to the individual mobility needs of the users

46. Milan first European city to
launch a Public call for identifying
companies to perform the
Scooter Sharing Service.
• One way system within the 95% of the
territorial coverage
• Fast reservation by the user
• Fleet of at least 120 Internal Combustion
Engine scooters
• Obligatory replacement every 4 years or upon
reaching 50.000 km
• Free training courses on driving and road
safety for members and also for schools.
SCOOTER SHARING

47. BIKE SHARING
246stations

48. BIKE SHARING
3.600bikes

49. BIKE SHARING
1.000electric bikes

50. BIKE SHARING
37.105active users since
December 2008

51. BIKE SHARING
2.481.802
trips in 2014

52. BIKE SHARING
15.000daily rents

53. BIKE SHARING
15.232the record in uses in a day

54. INFOMOBILITY

55. MILANO PORTAL AND INTERMODAL TRIP PLANNER
For any route in Milan and
Lombardy, all the available
modes and alternative
itineraries are visible.

56. RECHARGING THE TICKETS AND THE SMS-TICKET
After smartcard
«mobile recharge» …
…«light experimentations» in
NFC technologies…
…now we can call on
board SMS tickets and
validation system!

57. THE MOBILE TRANSPORT TICKET
We decided to improve the user experience introducing a new mobile
ticket technology based on QR Code reader.
We installed this new equipments on 2 entrances and 1 exit per station
to cover all the urban and EXPO 2015 underground network.
1 2 3

58. THE MOBILE PARKING TICKET
• 3 different private operators
• possibility to associate multiple
car number plates
• totally geo-referentiated
• possibility to extend
the parking time

59. MLOVE
ConFestival 2015
MANAGEMENT OF A GLOBAL EVENT
THROUGH TECHNOLOGY
GUIDO ARNONE
Director Technology and Digital
Innovation, EXPO 2015 S.p.A.

60. EXPO MILANO 2015
When
1 May – 31 Oct
2015
Visitors
20 million
Digital EXPO
Millions of users
through digital
Expo 2015
Participants
+130 Countries
10 International
Organizations
Theme
Feeding the Planet,
Energy for Life

61. EXPOSITION SITE
61

62. TECHNOLOGY FRAMEWORK
Digital Smart City Digital Expo
Focus on Visitor Experience

63. THE DIGITAL SMART CITY PROJECT
Layer 1
Energy & infrastructure
Layer 2
ICT
Layer 3
Safety & Security
Layer 4
Edutainment
Layer 5
Services
• Smart Grid
• Smart Lightning
• Smart Metering
• Fixed & Mobile Network
• Cloud Data Center
• IT (enterprise, visitors and participants)
• Access control & screening
• Surveillance & Monitoring
• Command Control Center
• Digital Engagement
• Mobile Applications
• Interactive Totem & E-Wall
• Mobility (electric car)
• Bank Services (NFC Payments)
• Smart Logistic

64. THE DIGITAL SMART CITY PROJECT
64
L1
L2
L3
L4
L5
(L1) electric vehicle 100 recharging points
(L1) Smart Lighting outdoor points
(L1)SmartGrid
(L2)IPBackboneOptical
Fiberforsecurityservices
(L2) 200 km Optical Fiber for ICT
(L2) 18 Macro and 24 Micro Cell
for 3G/4G Mobile coverage
(L2) Dedicated Could Data Center
(L2) 1500 WiFi hot spots
(L3) Multistandard access gateway
(L3) 2000 Cameras for
Video Surveillance
(L3)DedicatedMainOperationCenter
(L5) New generation ATM points
(L5) Smart Electronic Ticket with integrated payment
(L5) E-Couponing
(L5)50ElectricCars
(L5)CashlessNFCPayments
(L4)14InteractiveE-Wall
(L4) 100 Interactive totem
(L4) Digital Signage Network
(L4) Digital Guide
(Smart City App)

65. EXPO DIGITAL SMART CITY DRIVERS
Service
Economic Sustainability
Is the Expo Digital Smart
City Sustainable?

66. SMARTAINABILITY® PROJECT
BENEFITSFUNCTIONALITYSMART TECHNOLOGY
Environment
Economic
Energy
Mobility
Living
1
2
3
PROJECT
OBJECTIVES
Measure with qualitative and quantitative data the
«smartness» of the Smart City Expo.
Develop a new methodology to quantify and compare the
Smart Solutions and compare with other approaches
Involve Expo Partners in the definition and development of
the project and in its communication.

67. 370 M€
Value In Kind Cash
Exclusivity
Partnership
Rights & Benefits

68. EXPO 2015 PARTNERS

69. ON LINE EXPERIENCE - WEB
visit
events
experiences
.org
magazine
recipes

70. WEB KPI – MAY 2015
4,5visitors
6,2 27sessions page views
April
May 7,7
visitors
11 48sessions page views
+80%
mln
mln

71. MOBILE EXPERIENCE – MOBILE APP
• Visit Guide
• Map & AroundMe
• Events & News
• Multimedia Content
• Ticket & Offers
• My Expo
Official Guide World Recipes Magazine
• Recipes
• Cluster view
• Country view
• Shopping List
• Lifestyle
• Culture
• Sustainability
• Innovation
• Economy
• Taste

72. OFFICIAL APP KPI
May 1st – June 22nd
0,7unique users
4,1 8,3
sessions page views
mln
mln mln

73. ON SITE EXPERIENCE - INTERACTIVE TOTEM
totems
40+50
• Infopoint
• AroundMe
• Wayfinding
• Video
• Promotion & Adv

74. ON SITE EXPERIENCE - INTERACTIVE EWALL
eWalls
14
• Video
• Live Streaming
• Interactive App
• Promotion & Adv

75. ON SITE EXPERIENCE: LIVE BROADCAST REAL MADRID - JUVENTUS

76. SOCIAL ENGAGEMENT
likes
1,6mln
followers
540K 150K 10K
followers followers
answers from
4.3k

77. VIRTUAL TOUR
http://immersive.expo2015.org
http://virtual.expo2015.org
web
mobile

78. MLOVE
ConFestival 2015
TELECOMMUNICATIONS TO MODERNIZE
A CITY AND HANDLE A 15M MASS
OF PEOPLE IN 6 MONTHS
ANTONIO MUSTARO
Head of Business Development Expo
at Telecom Italia

79. 4 NUMBERS DESCRIBE IMPORTANCE OF CITIES IN THE NEAR FUTURE
2% 50% 75% 80%
2 50 75 80
Only 2% of the planet
is completely covered
by urbanized areas
More than 50% of the
world population lives
in urban areas
75% of the total
energy is used inside
the cities
More than 80% of the
world CO2 is
produced in the cities

80. TO BE SMART, CITIES MUST RESPECT 4 PRINCIPAL RULES
Inclusion and
participation
Quality,
sustainability,
cost of services
Knowledge and
monitoring
Identity and
culture
Information,
participation at the
urban life; interaction
between Public
Sector and Citizens
Territory Knowledge
and monitoring
Best choice of
technologies and
process to improve
efficiency, quality
of services
Enhancement of the
natural, artistic,
cultural and historic
heritage

81. Operating
Center
A VERY STRONG AND WELL KNOWN MODEL
ICT Infrastructure: cloud / broadband / big data

82. TELECOM ITALIA DIGITAL SMART CITY PLATFORM
Nuvola Italiana
Broadband – Cloud – Big Data-
Sensor – Operating Center
• Lighting Management & Urban
Security
• Energy Efficiency
• Infomobility and Fleet
Management
• Asset Management and
metering
• Smart Health & Wellness
• Document Management
• Smart Digital School
• Digital Communication

83. TIM CREATED THE DIGITAL SMART CITY IN EXPO 2015 MILANO

84. TIM FOR EXPO 2015 MILANO
43investment in
Value in Kind
mln €

85. TIM FOR EXPO 2015 MILANO
officialticket reseller

86. TIM FOR EXPO 2015 MILANO
in joint
communications
investment

87. TIM FOR EXPO 2015 MILANO
The Smart City and the
Command and Control Hub:
• +300km optical fiber network
• 300 servers in cloud
• Full LTE mobile coverage
• +1,600 Wifi hotspots

88. TIM FOR EXPO 2015 MILANO
ICTinfrastructure for the
Participant pavilions

89. TIM FOR EXPO 2015 MILANO
EXPO 2015 digital experience:
• Portal (Institutional,
Magazine, World Recipes)
• Dedicated Apps
• Digital Signage (+100
Interactive Totems)

90. TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015
SITE DIGITAL EXPO
EXTENDED EXPOCOMMAND AND CONTROL
CENTRE
VIRTUAL PRIVATE CLOUD
Expo Web site ,
digital
touchpoint
Extended
Ecosystem
global wired
and wireless
campus ...
all in the Cloud
e2e operations
management
last generation
Hyper
Broadband
fixed & Mobile
EXPO 2015
Digital Smart
City
> 100 people
engaged
> 450
Virtual &
Physical
Servers
> 100 onsite
Digital
touchpoints
Field Operation
Logbook
Expo
Ticketing
Front End
NFC & digital
ticket
> 300 km
optical fiber
6 macro
Radio base
Station
> 100
Terabite of
Storage
Social
Reading for
schools
> 100 on-site
buildings
connected
Fully connected
Tablet renting
TIM2GO
Web showcase
of hundreds
digital
champions
Expo 2015
captive portal
> 1600
Wifi Access
points (outdoor
& indoor)
12 outdoor
micro base
stations
ICT Security
Operation
Center
www.extended.expo2015.org/
> 100 people
engaged
TSS
> 5500 IP
managed
objects
> 90
applications &
web sites
www.expo20
15.org
PAVILLIONS
AND
CAMPUS
ICT services
for
Participant

91. TIM DEVELOPED THE LOGICAL FRAMEWORK FOR THE DIGITAL SMART CITY EXPO 2015
Extended
EXPO
Digital
signageSmart School
Digital
touchpoints
Tablet and
internet sharing

92. ITALIAN PAVILION

93. INTEGRATED CATALOGUE FOR PAVILIONS

94. TECHNOLOGICAL FRAMEWORK

95. COMMAND AND CONTROL CENTER EXPO 2015 (EC3)

96. COMMAND AND CONTROL CENTER EXPO 2015 (EC3)
100 people engaged 300 servers in cloud

97. E015 AND TECHNOLOGY PLATFORM EC3: PRESENCE

98. TECHNOLOGY PLATFORM EC3: TRAIN AND AIRPLANE

99. TECHNOLOGY PLATFORM EC3: PARKING MONITORING

100. THE MODEL BECOMES REALITY IN EXPO SMART CITY
EC3

101. Hamburg
June 26th 2015
THANK YOU. / GRAZIE.
DOING.COM
Roma
Via Flaminia Vecchia 495
+39 06 33 27 45
Milano
Via Vespri Siciliani 9
+39 02 00 69 90 00
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