member of
Nº1 WORLDWIDE IN OUTDOOR ADVERTISING EUROPLAKAT AND BICIKELJ PROJECT CIVITAS ELAN , A PRIL 7TH , 2014 IDEA
PRIVATE PARTNER CITY EXPANDS CITIZENS GET GETS PUBLIC THE PUBLIC BIKES LOCATIONS FOR TRANSPORT OUTDOOR (public transport) SYSTEM ADVERTISING
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 2 DEVELOPMENT OF BIKE SHARING SYSTEM (JCDecaux)
• 1999: 1st developments in self service bicycle hire within JCDecaux
• 2003: 1st bicycles in Vienna (Austria), Cordoba and Gijon (Spain )
• 2005: Lyon
• 2006: Brussels
• 2007: Paris, Marseille, Mulhouse, Besançon, Seville, Toulouse and Rouen…
• 2008: Amiens, Luxembourg, Nantes, Nancy
• 2009: Dublin, Plaine Commune, Cergy Pontoise and extension of Paris contract with 30 towns in the suburbs
• 2010: Toyama (Japan) , Valencia (Spain) , Göteborg (Sweden ), Brisbane (Australia)
• 2011: Ljubljana (Slovenia)
• 2012: Namur (Belgium)
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 3 PROJECT DESIGN
PROMOTOR‘S ROLE : Public-Private Partnership Act
MUNICIPALITY CALLS FOR TENDER : selection
NEGOTIATIONS and CONTRACT: implementation arrangements
SETTING UP OF BICYCLE SYSTEM: construction
PROMOTION : encouragement of citizens to use the system
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 4 Why is the system successful?
BUSINESS MODEL
ADVANCED SYSTEM
COMMUNICATION SUPPORT
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 5 BUSINESS MODEL
PRIVATE PUBLIC PARTNER PARTNER
• Optical and electrical • System construction and infrastructure at the management stations • Outdoor advertising • Locations for outdoor • Shared expenses advertising • Shared expenses
RENTAL IS PRACTICALLY FREE OF CHARGE!
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 6 ADVANCED SYSTEM: 24/7 OPERATION ALL YEAR ROUND
• 300 – 500 metres of distance STATIONS • User friendly
• Specific design BICYCLES • Adapted for frequent use
• Relocation of bikes between MANAGEMENT stations • Regular maintenance of bikes
• Call centre SUPPORT • Online applications (availability)
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 7 ADVANCED SYSTEM: STATIONS
AREA • Proximity between stations • Accessibility – locations! COVERAGE • Rental – return (ride)
• Recording of movements TERMINALS • Availability of bikes / stands
• Two stands per bike (rental BIKE – return) STANDS • User friendly
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 8 ADVANCED SYSTEM: USE
• Online • Annual and weekly REGISTRATION subscription • City and/or credit card
• Identification card RENTAL • Selection of available bike • Availability of stands
• Any station RETURN • Bike stand • Two security beeps
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 9 ADVANCED SYSTEM: BIKES
•Robust frame (20 kg) FREQUENT •Full tyres (no inner tubes) USE •Rain, snow, cold, sun
•Not adequate for THEFT recreational use •Outstanding design
•Adapted shape VANDALISM •Non-standard parts
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 10 ADVANCED SYSTEM: SERVICE
•Rentals •Relocation of bikes MANAGEMENT (team) •Back office
•Faultless bikes •Regular annual MAINTENANCE maintenance check •Replacement of bikes
•Terminals SUPPORT •Mobile applications •Call centre
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 11 COMMUNICATION SUPPORT: messages
LOW-COST TRANSPORT
USER FRIENDLY
REGISTRATION REQUIRED
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 12 BICIKELJ IN LJUBLJANA: 300 bikes, 33 stations
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 13 BICIKELJ IN LJUBLJANA: media promotion
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 14 BICIKELJ: current status
• > 53.400 in total SUBSCRIBERS • > 28.400 active (10 % of the LJ population)
• > 1.84 mio (approx 6 rentals per bike daily) RENTALS • > 98 % free of charge
• Team of 7-9 members MANAGEMENT • Annual cost of 550,000 euros
• Satisfied users PROMOTION • Media reporting (good practice)
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 15 BICIKELJ: visibility and satisfaction (2012 survey)
N = 311 respondents from Ljubljana and surroundings ● 97.7 % of respondents were familiar with BICIKELJ ● BICIKELJ bikes have already been rented by 18.3 % of respondents ● Half of them rent BICIKELJ bikes more than once a week ● 78.8 % of respondents think that the BICIKELJ system has proved to be useful for the city of Ljubljana ● 94.9 % of respondents think that the BICIKELJ system has proved to be a positive project
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 16 Key messages
WIN – WIN PARTNERSHIP: • Additional service in town • Contract for advertising panels
GOOD PRODUCT (SOLUTION): • Easy to use and cheap bike system for customers • Environment friendly and improving quality of life
SUCCESSFUL PROMOTION: • High number of BicikeLJ users • High number of rents in total
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 17