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INNOVATION 2.0
                    Albert Asséraf
EVP Strategy, Research & Marketing




                      November 24th, 2011
AGENDA




     2
AGENDA




     3
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
                                                                  4

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Digitalization - How to build a killer ecosystem by aligning customer experie...
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Through customer experience & digital ecosystems to new business models – The operation and business models of the future are digital. A successful digitalization therefore needs more than just innovative technologies. Novel concepts are required! It’s the time to rethink: Only when customer experience, platforms and enterprises interlock is it possible for the power of digitalization to truly unfold. We use tangible examples to showcase the impact of the digital chain on enterprises, how Design Thinking, Agile Development, Co-Creation and technology collude and how ecosystems drive new business models.

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Shell Energy Transition Strategy 2021
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Shell has set a target to become a net-zero emissions energy business by 2050, in step with society's progress towards the Paris Agreement goal of limiting global warming to 1.5°C. This target covers Shell's full scope 1, 2, and 3 emissions from the energy it sells. Shell will work with customers to accelerate demand for low-carbon energy products and services across sectors. Short-term targets include reducing the net carbon intensity of Shell's energy products 6-8% by 2023 and 20% by 2030 from a 2016 baseline.

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…to a world leader

•   Over 50 countries around the globe




                                                          5
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

                                                          6
Our Core Values

Design & Innovation     Highest Quality




Eco-responsability    Sustainable Mobility

                                             7
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


                                                                    8

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   •   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
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•   Cities, airports, citizens & brands alike benefit from
    our commitment to innovation




                                                               10
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•   Cities, airports, citizens & brands alike benefit from
    our commitment to innovation




                                                               11
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

                                                                                            12

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•   Cities, airports, citizens & brands alike benefit from
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                                                               13
Innovation dedicated to Airports
                                        Innovative services for passengers

•   Provide relevant solutions to answer passengers’ needs




    Clock Sponsoring             Power Pole               Interactive kiosks


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                                                               15
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•   Cyclocity

13 French cities

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                                                            Villo ! at Brussels

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•   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




                                                                    17
Innovation dedicated to Citizens




                               18
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•   Cities, airports, citizens & brands alike benefit from
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                                                               19
Innovation dedicated to Brands

•   Innovation to turn an advertising campaign into an urban event




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 •    Digital : new age, new medium


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                                                                      22
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AGENDA




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                                          The « top-down » approach

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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


                                                                    29
Structuring the innovation process :
                                  The « top-down » approach

•   Creation of an Innovation Committee in 2009




35 meetings
155 ideas



23 achievements

51 dropouts
                                                            30
Enlarging the innovation process :
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France : internal innovation contest

         to all employees


         to all aspects of JCDecaux’s business
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         Client service
         Product innovation
         New business
         Human resources
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committee members
                                                                         31
Enlarging the innovation process :
                                        The « bottom-up » approach

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World: « Corporate Awards » rewarding the best innovations


32 participating subsidiairies

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The 400 top managers attending the JCDecaux
conference vote to select the winning cases


                                                                   32

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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




                                                                  33
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




                                                                      34
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




                                                                    35
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

                                                                     36

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Introducing collaborative « web 2.0 »
                 Innovation methods




                                    37
AGENDA




     38
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




                                                                    39
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

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         Technology & Operations
         Design
         Organisation


                                                                     40

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                                                 Time-to-Market issues

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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
                                                                            41
Accelerated Innovation
                                        Time-to-Market issues

•   Keeping ahead of the competition

Example : U snap by JCDecaux




Downloads




Campaigns on U snap since
October 2010




                                                            42
U snap




     43
Accelerated Innovation
                                              Prospective Prototypes

•   Implementing real-life prototypes in urban experiments

Example : Intelligent Street Furniture

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furniture. Throughout 2012, JCDecaux will experiment futuristic prototypes
and investigate new usages in public places




                   
                                                                              44

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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
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January    Brainstorming
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December   First implementations



                                                                          45
Accelerated Innovation
                                         Prospective Prototypes

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                                                              46
Implementing real-life prototypes
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                                47
Implementing real-life prototypes
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iMinds Living Labs OverviewiMinds Living Labs Overview
iMinds Living Labs Overview

Living Labs are a new Innovation System: within an ecosystem of end-users, customers, suppliers and various other stakeholders, innovation ideas, prototypes and early product versions are co-created and tested. These trials include innovation of the business model which will provide the best opportunities to capture the value your customers will perceive.

Implementing real-life prototypes
           in urban experiments




                                49
Innovation 2.0
                                      What next ?




        Collaborative innovation
             Co-innovation
        Project-driven innovation
        & adapted organisations
                    …
Innovate on the innovation process !



                                                 50
Thank you for your attention




                           November 24th, 2011

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Innovation 2.0 and Smart City by JCDecaux During DiGiWorld Summit 2011

  • 1. INNOVATION 2.0 Albert Asséraf EVP Strategy, Research & Marketing November 24th, 2011
  • 2. AGENDA 2
  • 3. AGENDA 3
  • 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 4
  • 5. …to a world leader • Over 50 countries around the globe 5
  • 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 6
  • 7. Our Core Values Design & Innovation Highest Quality Eco-responsability Sustainable Mobility 7
  • 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 8
  • 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 10
  • 11. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 11
  • 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 12
  • 13. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 13
  • 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 15
  • 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 16
  • 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 17
  • 18. Innovation dedicated to Citizens 18
  • 19. Innovation dedicated to our clients • Cities, airports, citizens & brands alike benefit from our commitment to innovation 19
  • 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 20
  • 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 22
  • 23. Innovation dedicated to Brands JCDecaux Digital worldwide 23
  • 24. Innovation dedicated to Brands • A new medium to deliver new brand experiences 24
  • 25. Innovation dedicated to Brands Interaction in Airports 25
  • 26. Innovation dedicated to Brands Interaction in Shopping Malls 26
  • 27. Keeping ahead in an increasingly competitive environment 27
  • 28. AGENDA 28
  • 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 29
  • 30. Structuring the innovation process : The « top-down » approach • Creation of an Innovation Committee in 2009 35 meetings 155 ideas 23 achievements 51 dropouts 30
  • 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 31
  • 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 32
  • 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 33
  • 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 34
  • 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 35
  • 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 36
  • 37. Introducing collaborative « web 2.0 » Innovation methods 37
  • 38. AGENDA 38
  • 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 39
  • 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 40
  • 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 41
  • 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 42
  • 43. U snap 43
  • 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  44
  • 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 45
  • 46. Accelerated Innovation Prospective Prototypes • Implementing real-life prototypes in urban experiments 46
  • 47. Implementing real-life prototypes in urban experiments 47
  • 48. Implementing real-life prototypes in urban experiments 48
  • 49. Implementing real-life prototypes in urban experiments 49
  • 50. Innovation 2.0 What next ? Collaborative innovation Co-innovation Project-driven innovation & adapted organisations … Innovate on the innovation process ! 50
  • 51. Thank you for your attention November 24th, 2011