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VANCOUVER AQUARIUM
IOTO International Inc.
April 2008
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
IOTO International Inc.269 West Keith RoadNorth Vancouver, BCV7M 1L7 Canada
Will [email protected]
Jimmy AuBusiness [email protected]
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The Problems
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
Parking is always at capacity while the facility is not. Parking is becoming a bottle-neck. Any ideas?
How many people know about our Stanley Park Express Bus Service? What about visitors coming outside of downtown?
It is difficult and inconvenient for parents to bring their children to come visit the aquarium by transit. There is just too much to handle – transfers, stroller, safety, cleanliness.
How do we continue to set an example to the community and go further in sustainable business practices while supporting the environment?
As an Engaging Science Partner, how can we further integrate our relationships with Science World and H.R. Macmillan? Can we offer this experience to everyone and not just teachers?
Traditional marketing messages are being filtered out by audiences – particularly the younger demographic. How do we cut through the static to reach them?
Many attractions are at the very centre of downtown. We are more remote than they. Can we tap into their stream of visitors and return the favour?
The Solutions
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
Encourage collective forms of transportation to reduce parking demand and congestion. Offer a shuttle with benefits such as ease, comfort, convenience - like the private automobile.
Let’s be in control of where we want the shuttle to go. Pick up customers from where ever they are, inside and outside downtown! Even on the North Shore!
With a shuttle for a specific and known purpose, the number of transfers, the quality of service and expectations can be managed – we can even create belonging amongst aquarium parents who travel together!
Collective forms of transportation are much more environment-friendly than the private vehicle. The Hydrogen Shuttle is even more friendly!
Integrate coupons and other incentives or free trips between the Aquarium, Science World and H.R Macmillan using the Hydrogen Shuttle. Stimulate interest in science during the journey - not just at the destination.
A liveried hydrogen shuttle provides impact and impression based advertising. It is many times more environmentally responsible than print advertising, and retention rates are way higher than with billboards.
Establish a network backed by a hydrogen shuttle and some kiosks. Let visitors from one attraction know where to move and how to get there with ease.
The Solution• Information Platform - Displays a decision matrix showing, time, money, and CO2 for
each trip. Standardized for easy comparison across different modes of transportation. Destinations, attraction categories (food, lodging), and transportation modes are ranked according to popularity for wayfinding ease.
• Transaction Platform - Offers a “one-stop shop” for transportation services. Implements a payment platform where users can quickly purchase their trip directly – avoiding uncertainties and inefficiencies associated paying at service booths or aboard vehicles.
• Web-based Application - Allowing easy deployment on the Vancouver Aquarium website and on various connected devices such as kiosks, cell phones, iPods, Macs & PCs.
• Data-mining - Can be used to discover niche markets, hobby tribes, and other customer segments by studying where passengers are coming from and going to. It can help refine, optimize, and locate new or existing collection points and routes.
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
The Hydrogen Shuttle• Impression-based advertising - A liveried shuttle
produces as many impressions as a print campaign with a far smaller carbon footprint (200-300% less). Shuttle retention rates are higher too!
• Impact-based advertising - Success is quantifiable and can be measured by how many users have used the service.
• Environment-friendly. Collective forms of transportation are many times more efficient than the private automobile in terms of energy consumed, emissions generated, time, and land use.
• Pooled investment in collective transportation - Enables innovative technologies that would otherwise not be pursued singly because of their higher cost. (fuel cells, hybrids, alternative fuels, electrics, IT).
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
Billboards Vehicles
Retention rates ashigh as 97%, compared with 19%for stationary billboards.
X number of papers distributed Y number of impressions
300% Reduction in Carbon Footprint!
Z Kilometers traveled Y number of impressions
How it Works
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
The one-stop transportation shop!™
By setting up transportation kiosks in key locations, a wayfinding network is developed for everyone.
Information on how to go and where to go from one destination to the next is now a fun adventure rather than a headache!
Costs
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
Benefits
Environmental – Providing adequate transportation information for passengers creates a modal shift towards more environmentally responsible forms of transportation – “21% to 28% of trips are not taken by more efficient transport means because of a lack of adequate information”.
Maximize Resource Use – Leverage an automated “transportation service desk” to liberate staff from providing routine information and conducting routine transactions.
Maximize Parking Efficiency – Decrease congestion and parking demand by providing convenient and easy access to more space-efficient modes of travel.
Increase Customer Traffic – Reach out to customers by determining where they are coming from and where they are going to, then making it more simple for them to get there and to get away. Use coupons to encourage custom and to cross-sell with allied organisations.
A function of number and type of deployments, number of transportation services to integrate, and the level of programming and data-mining desired. Reduced rates for seeding clients.
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© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
More Benefits…
Decrease Waiting Times – Perceived wait times are 20% shorter when arrival times are known. Shorter waits and more pleasant waiting conditions can lead to increased sales, as passengers can calmly enjoy the attraction without worrying about parking or their ride.
Maximize Benefits – People have diverse mobility needs and preferences. Improved options allows individuals to choose their favorite service for each trip. Having clear options available allows passengers to select the option that minimizes their costs - including travel time costs - and maximizes benefits.
Valuable Information - Travelers greatly value good transportation information. Travelers are willing to pay for convenient and accurate travel-time predictions, such as when alternative routes would be faster. The value of this information is higher for commuting, special event trips, and when there is heavy congestion.
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Who we are: A local green technology firm dedicated to providing urban transportation options competitive to the automobile.
IOTO International Inc.
Our locally-developed technology was declared an Americas finalist in the 2007 NAVTEQ Global Location Based Services (LBS) Challenge in Orlando, USA.
What we do: Our focus is to improve human connectivity between destinations while respecting the environment.
We offer a multi-platform, mode-independent standardization of different forms of urban transportation into a time, money & CO2 decision matrix for easy trip comparison, resource optimization, and passenger wayfinding.
Data generated from passenger selections defines focus areas, social networks, and hobby tribes.
Our
Foc
us
Reduce Traffic
Congestion
Reduce Parking Demand
Create Hobby Tribes
Minimize Carbon
Footprint
Generate Impressions
Increase Location Traffic
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
Next…
© 2008 IOTO International Inc. For IOTO client information only. Not to be copied or disseminated without the explicit prior permission of IOTO International Inc.
Week 1: Meeting for Preliminary Discussions
• Deployment types: internet and kiosk• Web implementation: level of complexity and integration• Hydrogen bus frequency, destinations, target demographics, vehicle type and livery• Areas of interest: environment, parking and congestion, customer traffic * Of importance to marketing, environnmental, and HR personnel.
Week 2: Agreement in light of preliminary discussions
• Settles terms, conditions, rates, roles, and responsibilites• Works from documents arising from preliminary discussions• Revisions• Preparation of kiosk sites commences. Devices ordered.*Of importance to marketing, environmental, accounting , hr, and operations.
Week 1 Week 7
Week 5: Completion of Beta version• Functioning beta version.• Staff training begins.
Week 6: Testing & Revisions to Beta version• Staff testing on location.• Revisions and changes necessary for the solution prior to launch.
Week 7: Solution goes live• Users have easy access to one-stop transportation information and trip
purchasing for reaching and departing Vancouver Aquarium.
