Smart Parking Technology
Mobile Payments, Trends and Lessons
Learned
November 14, 2011
Smart Parking-Mobile Payments – WPA 2011
Agenda
What Is Mobile Payment Technology?
How Does It Work?
Where Is It Available?
The Eco System: Who Are The Providers?
Business Case: Washington, DC
Lessons Learned
Mobile Apps, The Sweet Spot Of Convenience
Where Is The Market Heading?
Smart Parking-Mobile Payments – WPA 2011
What is mobile payment technology?
Mobile payment technology is a means to initiate short-term
parking with a mobile phone. Many times referred to as Pay by
Cell/Phone.
Works traditionally for non-gated environments: curbside/on-street
spaces, surface lots and garages
One-time registration of license plate number, credit card and cell
phone number via internet, mobile app or help desk
Payments separated by location (zone) and available per transaction
or via “virtual/mobile wallet”
System Accessibility:
Interactive Voice Response (IVR), Dual Tone Multi Frequency (DTMF)
SMS/TXT message
Landline
Native mobile applications (iPhone, Android, BlackBerry, Windows Mobile 7)
Helpdesk
Quick Response (QR) Code, Near Field Communication (NFC)
Smart Parking-Mobile Payments – WPA 2011
How does it work?
Customer pulls up to an available parking space
Customer looks for pay by phone signage (adhesive signs on
meter of metal signs on poles / multispace meters / block face
Signage contains a zone number reflecting Parking Provider’s
zone and rate structure
Customer enters zone number and typically parking duration
into preferred user interface: IVR, mobile app, SMS/TXT
message, etc…
Customer receives parking confirmation and alerts 15 minutes
prior to parking expiration
Parking revenue and convenience fee authorized real-time
and settled with merchant processor via end of day batch
Smart Parking-Mobile Payments – WPA 2011
Where is pay by phone parking available?
Pay by phone parking is available in
more than 420 locations in 26 states
Smart Parking-Mobile Payments – WPA 2011
The Eco System: Who are the providers?
Smart Parking-Mobile Payments – WPA 2011
Business case: Washington, DC
Smart Parking-Mobile Payments – WPA 2011
Business case: Washington, DC
17,157 curbside spaces operational
Smart Parking-Mobile Payments – WPA 2011
Business case: Washington, DC
Currently exceeding 9,000 transactions per day.
Mobile app usage exceeds 56% of these daily transactions
Transactions:
June 2011: 18,210
July 2011: 69,604
August 2011: 125,013
September 2011: 173,716
October 2011: 199,789
Users:
June 2011: 18,591
July 2011: 41,271
August 2011: 71,696
October 2011: 131,025
September 2011: 101,905
Smart Parking-Mobile Payments – WPA 2011
Business case: Washington, DC
Smart Parking-Mobile Payments – WPA 2011
Business case: Washington, DC
Smart Parking-Mobile Payments – WPA 2011
Business case: Washington, DC
Smart Parking-Mobile Payments – WPA 2011
Lessons Learned for
mobile
payment
technology
Lessons learned
Draft a joint implementation plan with all stakeholders
(marketing, enforcement!) and stick to it
Make sure all stakeholders are committed to timeline
Train the PEO’s how to prevent erroneous citations – if
not managed well this will hurt the program
Vendors and Parking Authorities’ partnerships in the
social media arena are driving positive dialogues
Stay on top of your social media – if you do you will
keep people engaged and they will feel part of the success
Set up programs with local business districts to increase
awareness and create local commitment
Listen to user feed back and create a User Focused
Project Plan to enhance features and service
Smart Parking-Mobile Payments – WPA 2011
Mobile apps: the sweet
spot
of
convenience
Mobile apps
Smart Parking-Mobile Payments – WPA 2011
Mobile apps: the sweet
spot
of
convenience
Mobile apps
Smart Parking-Mobile Payments – WPA 2011
Where is the market heading?
Technology shift
Shift from traditional payment methods to mobile apps,
QR code and NFC (‘Tap & Go’)
Mobile payment revolution – riding the wave
Extension of mobile payments to every aspect in life
(open loop system) and eventually elimination of cash
Available parking guidance focus
Real-time available aggregated data enables reduction
of congestion & Co2 emissions plus TDM
Location based marketing / customer loyalty programs
Customers can benefit from localized and targeted
marketing, e.g. buy a coffee at Starbucks when parked
nearby and get a free scone (opt-in only and customizable
profile for selective and relevant approach)
Smart Parking-Mobile Payments – WPA 2011
Any questions?
Smart Parking-Mobile Payments – WPA 2011