Digital parking

(and why it changes everything)

5th May 2011

Harry Clarke

The development of parking

The property era The attendant era The technology era

Analogue to Digital

About 774,000 results (0.06 seconds) 

Analogue parking

Distributed databases in paper form Typified by counter service Payment by cash Incrementally low set-up cost Bulk enforcement by eye Hugely process inefficient Unlinked to the mission

Digital parking

Centralised computerised eligibility database Typified by self-service Largely payment card (or prepaid credit) Higher set-up cost ANPR Camera based Process efficient Integrates parking with the mission

All input channels must be VRM based

Phone parking E-permits Virtual residents visitors

permits Shops/library payments Networked machines

How that disrupts the parking value chain

How that disrupts the parking value chain

Mo

Controlled stock and scratchcards

Snakes and Ladders

Going Down Enforcement contractors Dumb parking machines Small players Bailiffs (in the long term) Directive tenders Individual Boroughs and

Districts

Coming Up ANPR deployment companies System integrators Big brands of national scale Output based tenders Lean organisations Counties Corporate cashless solutions

The mobile phone is key to other changes too

Will be how you pay to park Will be how you find parking Will be how you find fuel Will place offers before you based on

your parking Will be how you buy stuff

What’s driving this growth?

Sheer usefulness of smart phones Our innate understanding of Sat-Nav

as a concept Wider availability of GPS in phone

handsets Stronger and deeper links being

forged by the phone parking companies

Geo-location is the most commonly used factor in mobile marketing campaigns

And LBM is gaining pace

What does this mean for parking?

The locus of control will change as motorists become empowered

The way you car parks are marketed on the mobile internet begins to matter

Growth of micro-parking Prepare to compete for the

business of passing traffic !

The NCP iphone app / APCOA phone parking

Driven by the information from their network of barrier controlled car parks

Concentrates on the final destination

Reinvention of the APCOA brand as a technology company

In the next 5 years…

20% of the number of CEOs The elimination of the “serial

offender” Parking becomes part of the

“mission” of the journey Flexible tariffs (yield pricing) Co-ordinated dial-in error rate

to preserve enforcement income

Summary

There is a huge upheaval going on The public are ready and waiting Buy for the future items not for the past Are your tenders written to buy from

enforcement contractors or technology providers?

Buy on strategy not price