1. INNOVATION 2.0
Albert Asséraf
EVP Strategy, Research & Marketing
November 24th, 2011

2. AGENDA
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3. AGENDA
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4. From a family business…
• 1964, Jean-Claude Decaux pioneered the street furniture concept
The idea : to provide cities with high-quality street furniture and to
maintain it free of charge in return for the exclusive right to sell
advertising
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5. …to a world leader
• Over 50 countries around the globe
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6. A world leader and the only pure player
in Out-of-Home Advertising
N°1 N°1 N°1 N°1 N°1
worldwide worldwide worldwide in Europe worldwide
The only one worldwide “pure player”
in Out-of-Home Advertising
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7. Our Core Values
Design & Innovation Highest Quality
Eco-responsability Sustainable Mobility
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8. JCDecaux’s Business Model
JCDecaux is client focused
Cities/Airports/Transport Authorities Brands
Serving Citizens & Passengers Reaching Consumers
A unique business model worldwide
based on Innovation & Services
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9. Innovation dedicated to our clients
• 47 years of Innovation
Scrolling Interactive
CIP Senior Lamppost Infobus Cyclocity® terminal
Pisa
1964 1972 1973 1976 1980 1988 1991 1992 1995 1997 2003 2005 2006 2009 2010
Automatic Public Multi service Glass/battery Power
Bus shelter Signage
Convenience column bins
Aéo® Digital
Poles

10. Innovation dedicated to our clients
• Cities, airports, citizens & brands alike benefit from
our commitment to innovation
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11. Innovation dedicated to our clients
• Cities, airports, citizens & brands alike benefit from
our commitment to innovation
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12. Innovation dedicated to Cities
• Innovative Street Furniture
The first defibrillator in a The first air-conditioned bus shelter « EnergyMUPI » equipped
street furniture panel with a charging station for
motorscooters or bicycles
In Boulogne-Billancourt In Doha, Qatar in La Haye, Netherlands
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13. Innovation dedicated to our clients
• Cities, airports, citizens & brands alike benefit from
our commitment to innovation
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14. Innovation dedicated to Airports
Innovative services for passengers
• Provide relevant solutions to answer passengers’ needs
Clock Sponsoring Power Pole Interactive kiosks
Los Angeles International Paris-Charles de Gaulle Shanghai-Hongqiao Airport
Airport Airport

15. Innovation dedicated to our clients
• Cities, airports, citizens & brands alike benefit from
our commitment to innovation
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16. Innovation dedicated to Citizens
• Sustainable mobility with self-service bicycle hire
• Cyclocity
13 French cities
67 cities worldwide
47 000 bikes
3 800 docking stations
200 million self-service bicycle rentals
Villo ! at Brussels
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17. Innovation dedicated to Citizens
• Vélib’ in Paris, the world’s largest self-service bike system
• 20,600 self-service bicycle + 3 300 in close suburbs
• Over 400 jobs created (285 full-time)
• 80 to 120 000 journeys / day
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18. Innovation dedicated to Citizens
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19. Innovation dedicated to our clients
• Cities, airports, citizens & brands alike benefit from
our commitment to innovation
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20. Innovation dedicated to Brands
• Innovation to turn an advertising campaign into an urban event
DISTRACTION
ENTERTAINMENT
• An Ideas Lab to stage BRAND RECALL ++
spectacular & interactive brand events BRAND ATTRIBUTION +++
EMERGENCE
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21. Innovation dedicated to Brands
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22. Innovation dedicated to Brands
• Digital : new age, new medium
October 2008 December 2009 October 2010 September 2011 2012
2 000 4 500 6 300 7 600
screens screens screens screens
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23. Innovation dedicated to Brands
JCDecaux Digital worldwide
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24. Innovation dedicated to Brands
• A new medium to deliver new brand experiences
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25. Innovation dedicated to Brands
Interaction in Airports
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26. Innovation dedicated to Brands
Interaction in Shopping Malls
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27. Keeping ahead in an increasingly
competitive environment
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28. AGENDA
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29. Structuring the innovation process :
The « top-down » approach
• Creation of an Innovation Committee in 2009
8 members
Executive VPs of the French subsidiairy
Corporate functions : R&D, IT, Design, Innovate
Screening of all innovations
Selection of projects & technologies
to be prototyped
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30. Structuring the innovation process :
The « top-down » approach
• Creation of an Innovation Committee in 2009
35 meetings
155 ideas
23 achievements
51 dropouts
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31. Enlarging the innovation process :
The « bottom-up » approach
• Several initiatives launched in recent years
France : internal innovation contest
to all employees
to all aspects of JCDecaux’s business
Internal processes
Sustainable development
Client service
Product innovation
New business
Human resources
…
A Jury presided over by Jean-Charles Decaux and composed of the innovation
committee members
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32. Enlarging the innovation process :
The « bottom-up » approach
• Several initiatives launched in recent years
World: « Corporate Awards » rewarding the best innovations
32 participating subsidiairies
4 categories to compete in :
Working Sustainable
Creativity Efficiency
Environment Development
The 400 top managers attending the JCDecaux
conference vote to select the winning cases
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33. Enlarging the innovation process :
The « bottom-up » approach
• Several initiatives launched in recent years
France : a strategic objective to simplify and
facilitate our work processes
All employees were consulted to establish a diagnosis
and gather innovative ideas
600 managers via a detailed questionnaire
All other employees in discussion groups
organised by managers
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34. Introducing collaborative « web 2.0 »
Innovation methods
• Developing peer-to peer interactions worldwide to stimulate the
circulation of ideas
Company social network launched at the corporate level
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35. Introducing collaborative « web 2.0 »
Innovation methods
• A more informal way to share innovative ideas and evaluate them
An accelerated, more efficient way to state-of-the-art innovation
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36. Introducing collaborative « web 2.0 »
Innovation methods
• JCDecaux Bee, launched in may 2011
1,500 members
45+ communities
35 countries
2,500+ contents initiated on the platform
(discussions, blog posts, documents)
Waiting for the results of the Award of internal communication
from a french professionnal print media
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37. Introducing collaborative « web 2.0 »
Innovation methods
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38. AGENDA
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39. What are Quick Innovation Wins ?
• In a number of circumstances, the on-going innovation process
must shift into a higher gear to address crucial needs in the
company
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40. Accelerated Innovation
Calls for tender
• Vital bids require to speed up the innovation process
Example : Aéroports de Paris advertising concession
On-going innovation throughout the process
4 months to answer a strategic RFP
Accelerated innovation to address a wide number of issues
Business Model
Sales & Marketing
Technology & Operations
Design
Organisation
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41. Accelerated Innovation
Time-to-Market issues
• A highly competitive environment requires acceleration
Example : U snap by JCDecaux
The first mobile app linking outdoor advertising to brands’ digital contents via
image recognition :
consumers simply snap the poster to engage with their favourite brands
2010
March Selection by the Innovation Committee
April Tests of the technology & usage
May Decision to launch
June-July Development
Aug-Sept Branding and launch campaign
October Full scale launch
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42. Accelerated Innovation
Time-to-Market issues
• Keeping ahead of the competition
Example : U snap by JCDecaux
Downloads
Campaigns on U snap since
October 2010
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43. U snap
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44. Accelerated Innovation
Prospective Prototypes
• Implementing real-life prototypes in urban experiments
Example : Intelligent Street Furniture
In 2011, the city of Paris launched a project to showcase innovative street
furniture. Throughout 2012, JCDecaux will experiment futuristic prototypes
and investigate new usages in public places

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45. Accelerated Innovation
Prospective Prototypes
• Implementing real-life prototypes in urban experiments
Example : Intelligent Street Furniture
An accelerated process of “co-innovation” involving top management, a
project team gathering 5 different departments and 2 renowned designers
2011
January Brainstorming
February Proposal to the city
April Selection of 7 projects
May-Nov Development
December First implementations
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46. Accelerated Innovation
Prospective Prototypes
• Implementing real-life prototypes in urban experiments
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47. Implementing real-life prototypes
in urban experiments
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48. Implementing real-life prototypes
in urban experiments
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49. Implementing real-life prototypes
in urban experiments
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50. Innovation 2.0
What next ?
Collaborative innovation
Co-innovation
Project-driven innovation
& adapted organisations
…
Innovate on the innovation process !
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51. Thank you for your attention
November 24th, 2011