In 2016, JCDecaux will accelerate its digital transformation
All over the world, our digital transformation is gathering pace: we now have more than 49,300 screens across 30 countries in Airports, Rail and Metro Stations, Shopping Malls, on Billboards and Street Furniture. This digital revolution is attracting the interest of cities who are expressing new requirements for connected urban services as they aspire to become smart cities.
Cities have always been instigators of major change. We are convinced that our Street Furniture is a highly suitable medium to display innovative offers while enhancing the streetscape and providing connected technology.
In London, with 1,000 high quality “84”-inch screens using big data, which will be deployed in 2016, advertisers will be able to get the right message, on the right screen, at the right place and at the right time. Looking further ahead, starting in February – thanks to the MyLondon community – an exclusive panel of 5,000 Londoners will share information on their moods, attitudes, preferred brands and lifestyles on a daily basis, thereby influencing the deployment of advertising campaigns. Lastly, given that digital will represent 50% of our UK advertising revenue by 2017, JCDecaux has launched JCDecaux Dynamic, a London hub dedicated to “smart content”.
In Paris, JCDecaux is part of the digital revolution with 100 “32”-inch digital screens installed on new bus shelters which are offering free access to interactive, geo-localised content. The second competition launched by the Paris city authority in partnership with JCDecaux to trial brand-new digital services was a huge success, with a fourfold rise in the number of entries – solid proof of the innovation ability of French start-ups. The apps selected will be gradually rolled out, offering Paris residents and tourists further useful, high-quality services.
In the United States, the first large-format digital screen network in Chicago on public ground is very successful and has already displayed over 6 million public information messages from the city. We are also expanding our partnership with leading global mobile operators such as Verizon Wireless by supporting the roll out of 4G LTE small cells, which will be installed on JCDecaux Street Furniture in New York, Los Angeles, Chicago, Boston and San Francisco.
From sustainable and shared mobility solutions such as bike-sharing schemes and their recent expansion into electric bikes unveiled at the COP 21 2015 Climate Change Conference, where JCDecaux was one of the official partners – to small cells that relay 4G networks, Wi-Fi and connectivity more generally, JCDecaux is a driving force for new ideas and is integrating into its products and services connected objects, big data and all the innovations that are making cities smart, both now and in the future. This is the mission of JCDecaux Link, which was established in 2015 and has already received recognition, at the Small Cell World Summit.
Digital is no longer just a sector – it represents a profound change in our societies, with infinite prospects and stimulating opportunities opening up to us. Previously a silo, digital has now become a real state of mind, and there is no doubt that the cornerstone of this transformation has been the talent of our teams and their ability to integrate all aspects of the new digital culture. It is, above all, a human challenge – one that JCDecaux has given a lot of consideration, and which is fully integrated into our approach to social responsibility and the environment. By adopting an ambitious sustainable development strategy in 2014 and signing up to the UN Global Compact in 2015, we have demonstrated our intention to pursue growth in a way that is respectful to people and the environment. Transformation does not mean disruption or making a clean break with the past; it is about preparing collectively for change.
We must therefore ensure that we are always one step ahead and maintaining an ongoing focus on innovation, in order to improve the world around us.