smart taxis for smart cities

Smart Taxis for Smart Cities

S o f t w a r e B r i g a d e 2 0 1 6 - K o l k a t a

Presented by: Rajesh K Kishanpuriya, Director Ideazfirst Marketing Services (P) Ltd

Presentation FlowWhat is planned for Smart Cities What are Smart TaxisRelevance & connectionBenefits

Commuters / General PublicGovernment EnvironmentStake Holders

Ideazfirst Marketing Services (P) Ltd2

Smart City Vision by our PM

Modi in his speech said, “Cities in the past were built on riverbanks. They are now built along highways. But in the future, they will be built based on availability of optical fiber networks and next-generation infrastructure.”


The Core Infrastructure Elements in a Smart City

i. Adequate water supply,ii. Assured electricity supply,iii. Sanitation, including solid waste management,iv. Sufficient urban mobility and public transport,v. Affordable housing, especially for the poor,vi. Robust IT connectivity and digitalization,vii. Good governance, especially e-Governance and citizen participation,viii. Sustainable environment,ix. Safety and security of citizens, particularly women, children and the elderly,x. Health and education.


What About Transport

1. Creating walkable localities – Reduce congestion, air pollution and resource depletion. The road network is created or refurbished not only for vehicles and public transport, but also for pedestrians and cyclists, and necessary administrative services are offered within walking or cycling distance.

2. Promoting a variety of transport options - Transit Oriented Development (TOD), public transport and last mile para-transport connectivity.


Where Smart Taxi Fit in?

1. Hassle free availability of taxis2. Smart signs if taxi is booked or not3. Secured Taxi Service with Proper Monitoring4. Lesser pollution with lesser driving without

passengers 5. Usage of bio fuels in the long run 6. The taxi system should contribute to the urban

planning and future decision making on connectivity network

7. Facilities for commuters inside the cab8. Facilities for differently abled people


#1. Hassle Free Availability of Taxis

1. App based taxi services are already in2. No refusal should be there3. Yellow taxis could be more organized and

better streamlined for the betterment of their earnings


#2. Smart signs if taxi is booked or notThe roof top Taxi sign could also pass a signal if the taxis is booked or not. This will help in reducing the complaints of nor stopping when flagged down. Ideazfirst Marketing Services (P) Ltd8

#3. Taxi Service with Proper Monitoring

1. We need a society where our women are secured properly

2. All the taxis and other vehicles could be tracked by GPS navigation, drivers details and more, with a panic button inbuild near the passenger seating area.


#4. Lesser Pollution


An in built GPS system could help us not only to reduce traffic jam but also it will help the city to have lesser air pollution by means of lesser taxi kilometers.

#5. Urban Planning and Connectivity


Data collection for a period of say 5 years and then analysis of the data could shed some light on possible transportation network around the city. It would be a definite data driven decision and cost reduction at the end.

#6. Facilities for Commuters inside the Cab


#7. Facilities for Differently Abled People


CABrand MissionFor the passenger – The taxi ride becomes more pleasant experience as s/he has a lot of activities, contests & freebies available at their disposal. Passengers are also assured of a lesser waiting time and safe & reliable journey using the shortest path possible avoiding traffic jams using GPS Data.


For the taxi driver & owner – It is a source of additional income through incentives, monthly ad rentals and more income per day. They have lesser idle time, as they are available at the locations where more passengers are expected. And they save on fuel costs per day thereby maximizing the income per day.


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Cabrand MissionFor the advertisers – It becomes a very

simple yet effective means for reaching and interacting with targeted & profiled audience – both for passengers sitting inside the cab and outside the cab.


For the Civic Authorities & Town Planners - Improving the City traffic conditions by identify the underlying problems with a city's transportation network, helping officials determine how to best ease congestion. GPS Data on Cabs can reveal the Cause of Traffic Jams


Business Description & TechnologyCabrand as the name signifies - Mobile

outdoor and interactive advertising in 35,000 Ambassador Taxis in Kolkata.

Technology – Installation of a GPS Solution with an Airtel data enabled SIM Card for Taxi Monitoring using a custom build software in association with IIT Kgp, which helps in : -Establishing two-way Interaction Facility

between Taxi Driver and Central Control Center.

Connecting waiting passengers with the vacant taxis.

Real Time Tracking & Monitoring of Taxi movements, thereby timely Management of Incidents & Accidents/ Emergencies.


Business Description & TechnologyMaking 35,000 yellow ambassador taxis in

Kolkata available wherever the commuters need it. Commuters call our call centre numbers, and we locate vacant taxis in that area, direct the taxi driver to pick up that customer using conference call.

Traffic Tracking - Improving the City traffic conditions - Microsoft Research Asia has shown that tracking the location of taxicabs could be a better way to identify the underlying problems with a city's transportation network, helping officials determine how to best ease congestion.


Technology - How GPS Data can help?

Get information about the trips people are takingwhere journeys start, finish, and how a commuter travels in between. Based on a Beijing Research – we can

divide any smart city into regions and analyze the taxi data to find places where two regions weren't properly connected.


Useful Insight for Civic AuthoritiesPinpoint problem areas in the city's transportation networkEven if a taxi never encounters a

slowdown, clues from the trip can indicate an underlying problem with urban planning. For example, the taxi driver might take a circuitous route from point A to point B, instead of a direct one. The added distance could indicate that the driver knows about a problem with what appears to be the fastest route.


Big cities worldwide are struggling to keep their infrastructure in line with the needs of their populations. A way to automatically detect problems with transit systems could be valuable to overburdened city planners.

They might also look more closely at the congestion patterns that develop around specific occasions, such as sporting events like IPL, celebrities coming to the city etc.


Business Environment & Market AnalysisCorporates and Government invests

approximately Rs. 84,000 crores annually to communicate their messages or grab the mindshare of target customers. Marketing spends per sale of product or services have increased due to increased competition.

Overburdened and indiscriminate advertising across TV channels, Radios, Print Media, Hoardings, wall paintings, Events, Internet etc. In this process, a lot of money gets wasted by targeting wrong audience at wrong timings.

In case of outdoor advertising, in recent years one of the key areas of concern in most urban areas has been the mushrooming growth of ugly hoardings that spoil the beauty of the urban landscape.

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Ideazfirst Marketing Services (P) Ltd

OOH Taxi AdvertisingThe civic authorities have been searching for

viable alternatives to this form of advertising that can reach the target audience & yet be environmentally friendly.

Taxi Branding is same as any other outdoor advertising on vehicles. It is on the taxis where the advertisers put up their ads for public visibility and mobility.

Out of Home (OOH )Taxi Advertising is comparatively new in India, however its very popular abroad, i.e. London, US. It is its conspicuousness and noticeability which catches the people’s attention because its better reach, interactivity and yet predictable.

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What’s NEW ?

CABRAND offers Uniqueness of OOH with Interactivity -- A Unique solution for advertisers

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Competitive Analysis

INDIRECT COMPETITION Competition from similar services – E.g.

Outdoor advertisers like Hoarding suppliers, and mobile vehicles like buses, mini-buses, autos, trams, rickshaws.

Generic Competition - Advertisers have various options for their products like TV, Radio, Digital Ads and Newspapers.

No Direct Competition in the City of Kolkata – due to Uniqueness of Service for the first time in India

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The Future of Adverts Cities are becoming cluttered with outdoor

ads and nobody has got the time to look at ad for few seconds. But inside taxi, one can actually engage with the ads.

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The Future of Adverts -

Advantages Taxis are on the road 20+ hours a day and have no boundary limits as to where they can go within greater Kolkata region.

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The Future of Adverts -

Advantages Taxis + (your message) go where people go – concerts, convention, nightclubs, amusement parks, sporting events, and airports.

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The Future of Adverts Digital screens inside taxis could change

the whole experience of ad viewing. In fact, a tiny camera along with digital signage could be a game changer for advertisers. Win -Win for both advertisers and media sellers.

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AdvertisingBranding & DesignMedia Planning & BuyingDigital MarketingEvents & ExhibitionsExperiential MarketingPublic RelationsSales PromotionsWeddings ManagementCelebrity ManagementTalent Management

Ideazfirst Marketing Services :

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Types of Events managed by us: -

Business and Press ConferencesRoad shows & Product launchesIncentive programs and themed eventsParticipation in melas & fairsMusic concerts, Fashion shows & Live showsTeam Building and Award CeremoniesSocial Events Like – Weddings, Anniversaries,

Birthday Parties

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Thank You

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/98301-16571

[email protected]@cabrand.in

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smart taxis for smart cities

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