CITIZENS, SHOPS, RESTAURANTS AND CULTURE CONNECTED

IN ONE PLATFORM.

How milan, the capital of fashion and design, is becoming smart?

1. Brera Smart District

2. The new challenge for the whole City of Milan: smartMI

3. App Live Demo

4. Q&A

Milan Design Week: the biggest and most

prestigious worldwide fair for Design.

The perfect environment for Smart City platform

Started in 1961, lasting 1 week, making Milan the

Design Capital City.

Based on Milan format, over the years other Design

Weeks were born –London, New York, Paris, Dubai,

Miami, Bejing – but Milan remains the most

important one:

400.000visitors

1.200events

160 countries

partecipating

€ 220mln turnover ...in 6 days!

BRERA SMART DISTRICT: the context

BRERA SMART DISTRICT: how it started

Brera: historical and cultural district in Milan, heart of the Design Week

Studiolabo: Design Communication Agency owner of Brera Design

Week network (showrooms, events, exhibitions, website + social media)

Comarch Smart City

www.brerasmartdistrict.it

BRERA SMART DISTRICT: from the user perspective

End User Business Partners Back Office

Mobile App

Web Portal

B2P Portal Offers management

Beacons Network ManagementBeacon

BRERA SMART DISTRICT: how tasks were splitted

Comarch:

SmartCity Platform

Mobile app

Business Portal

Partners Enrollment + Training

Beacon installation

Marketing material

Studiolabo

Look & Feel concept

Providing content

Brera Partners’ Network

BRERA SMART DISTRICT: mobile app

Shops and

Brands

70

Beacons

installed

+100

Active

users

1.600

Download of the app in 1

week

+ 1.200

BRERA SMART DISTRICT: some KPI

BRERA SMART DISTRICT: how we communicated it

Brera Design District Journal: article + full adv page

Available across the District, for free

Leaflet: distributed @ 4 InfoPoint

in Brera

QR Code Stickers:

distributed to Partner

BRERA SMART DISTRICT: main lessons learned

Partners: need to take care of and get them involved in a different way

Marketing : move from tactical and «home made» approach to a strategical one

Partnership: it’s really important to define better mutual role, responsabilities and tasks in order to keep partners involved and get the most out of the partnership

1. Brera Smart District

2. The new challenge for the whole City of Milan:

smartMI

3. App Live Demo

4. Q&A

SmartMI

From BRERA

district...

... To MILAN!

The new challenge...

SmartMI

The aim is to produce a SMART GUIDE that will help to live better the city of MILAN.

The smartness is that we abandon the logic of searching into a long list, moving to the concept of suggesting simple selections of new ways to experience the neighborhood.

FUNCTIONALITIES:

• MIXED CONTENT DASHBOARD

• ITINERARIES• Presetted Itineraries• Custom Itineraries• Preferred Itineraries

• ON-SITE INTERACTION• Check-in• Push notifiations• GAMIFICATION & SOCIAL

ENGAGEMENT• Badges• User ranking

SmartMI - model

Guide Model Territorial Model Business Model

Unconventional contents,

generated by an editorial staff

with a friendly

and warm tone of voice.

Free interaction for the user

Involvement of the users,

citizens or tourists

Starting from a district of Milan

(Brera), we are creating a format that

can be replicated on other individual

districts / areas of Milan, with a

consistent identity / values /

services / mood

User: the mobile application will be

always for free for the final user

Commercial Partners:

monthly fee

pay-per-use (creation of offer,

offers validated, packages)

Strategic Partners: win-win situation

SmartMI: what are the benefits

Source: COMARCH analysis.

Better/faster services and

response to the needs

Access to high-quality data

about citizen habits / patterns

Platform for City Loyalty

Program

Cost reduction potential

CITY BUSINESSES PEOPLE

Better targeting and

customized offers

More knowledge about the

consumption patterns

Potential for coalitions

Loyalty program

integration

Better information about city

services

Commercial offer better

customized to the needs

Time-saving

Higher satisfaction

1. Brera Smart District

2. The new challenge for the whole City of Milan: smartMI

3. App Live Demo

4. Q&A

1. Brera Smart District

2. The new challenge for the whole City of Milan: smartMI

3. App Live Demo

4. Q&A

linkedin.com/company/comarch twitter.com/comarch youtube.com/user/comarchTRADE

Thank you!

Simona CASTELNUOVOProject Manager – Milan Smart City Email: simona.castelnuovo@comarch.com