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Smarterdam: Contributing to a Smart City
Discover how CS Digital Media's Intelligent Urban Transport Platform contributes to Amsterdam as a smart city. Data, mobility and programmatic marketing make travel more sustainable and efficient.
CSDM is shaping the future of urban mobility
Cities such as Singapore, Barcelona and Amsterdam are seen as frontrunners in developing what is known as the 'Smart City': a city where smart technology and the Internet of Things are used to improve sustainability, safety, quality of life and mobility (Mobility as a Service, MaaS). CS Digital Media focuses on that last aspect with its design for an Intelligent Urban Transport Platform.
Sustainability
With smart energy solutions and green ambitions, together we're building a responsible, clean future.
Innovation
Through continuous technological innovation, we create the smart, impactful media experiences of the future.
Health
Through meaningful initiatives and targeted actions, we promote the health and vitality of people and society.
Experience
We transform public spaces into inspiring, dynamic environments that move and connect us.
The road to an innovative metropolis by 2025
One of the driving forces behind the 'Smart City concept' in the capital is the Amsterdam Economic Board, made up of leaders from major companies (including IBM, Philips and Shell), educational institutions, research institutes and public bodies. The Board sets the strategic direction for the five metropolitan challenges the city faces up to 2025: 'By 2025, the Amsterdam Metropolitan Area (AMA) will be a frontrunner in the circular economy, with smart solutions for conserving raw materials so that valuable resources are used longer and more efficiently; it will be the leading place in Europe for data-driven innovation; its residents will gain two extra years of healthy life; urban transport will be emission-free; and it will be the most successful region in using, retaining and attracting talent. We want to have achieved this by the time Amsterdam celebrates its 750th anniversary in 2025. By then, the Amsterdam Metropolitan Area will rank among the top three most innovative regions in Europe.'
Mark Bontekoning (Business Analyst): 'Together with various partners in and around Amsterdam, CS Digital Media wants to connect and integrate its networks into the Smart City.' The technological foundation for this is programmatic marketing, CS Digital Media CEO Radjen van Wilsem explained in the first edition of this magazine: 'By around 2025, I think we'll be living in a transaction-driven society with assisted economic decisions. That may sound complicated, but it means that my device will indicate, for example, that I'm on my way to Belgium and that everything has been arranged: insurance and everything else that goes with it. That's the essence of programmatic: many of the transactions we still have to carry out every day will be organised for us personally. So programmatic will only make our lives easier.'
The mobility concept CS Digital Media outlined for Amsterdam's 'Smart City' is based on the same programmatic principles. Mark Bontekoning: 'It's a long-term vision, roughly up to 2025, the year in which Amsterdam wants to have part of the Smart City, namely Mobility as a Service (MaaS), up and running. But no, we're not talking about utopia here either. That makes sense, because everyone can see the city is becoming gridlocked and facing other issues that technology can help regulate or solve. In the context of the mobility problem, for example, we envisage connecting the city to the technology around our metro network, so that we can offer people alternative routes and other services (parking spaces, travel information and so on) via our screens and various devices. The working title for this smart agent system is the Intelligent Urban Transport Platform.'
In broad terms, it comes down to travellers being offered personalised services through programmatic marketing technology (smart agents), both via CS Digital Media's digital screens and via their own devices. Bontekoning: 'This platform ties in seamlessly with what the Amsterdam Economic Board is aiming for in Amsterdam with its MaaS project.'
'Smart agents' in action: personalised digital services for travellers
'Traveller A lives in Breukelen and drives to Amsterdam. Parking in the city is difficult. CS Digital Media links information about traffic jams, parking availability and public transport, and offers Traveller A, via the smart screen in his car (connected car), the option of travelling to a Park and Ride location, guiding him there via his navigation system. Traveller A accepts the offer and at the same time sees the next metro departure times, which match his planned arrival at the Park and Ride. As soon as he gets out of the car, the same information is immediately available on his phone. Because the traveller's specific preferences are known, the information and advertising on the screens he passes at the metro stations can be tailored to him. This makes the screens more interesting and more valuable.' [Source: Tender document for the Amsterdam metro concession, CS Digital Media 2017]
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