MaximaTelecom - UITP MENA
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Moscow has become a leader in providing free high-speed wi-fi across its metro system, with a significant user satisfaction rate. Maxima Telecom operates the largest wi-fi network in Europe, enabling passengers to connect quickly and access various digital services while commuting. The network also serves as a communication and advertising platform, facilitating targeted campaigns and enhancing the overall passenger experience.
MaximaTelecom - UITP MENA
- 1. 23 April, 2018 Dubai, UAE From connected transport to digitally connected citizen
- 2. 2 Moscow is a world leader in wi-fi use on transport 46% Moscow citizens opted to connect to Wi-Fi during last transport journey 2 times as often as in London, New York, Sydney and Hong Kong Source: Ernst&Young research One of the highestrate of user satisfactionon Wi-Fi use in the world The most convenient wi-fi: 3/4 users easily connect to the network 74% Moscow 40% London 52% New York 57% Sydney 45% Hong Kong 1,5-2 times more MaximaTelecom proves its business model to be the most successful Revenue per connection Number of connections Revenue Revenue per connection Russia (Maxima Telecom) China (SGV) Highly efficient monetization model $ USA (Boingo) The world first metro system with 100% connected trains
- 3. How to make the Moscow passenger happy and connected
- 4. 4 Ambitious aim: free Wi-Fi on metro trains Unique and proprietary solution stack Without any public funds Less than a year from start to launch The world first metro system with 100% connected trains 5,500 Wi-Fi APs 660km fiber 14,900 active network elements 12 metro lines 7,5M daily ridership
- 5. 5 Outstanding results in first years 500M Connections 1.4M Connections per day Biggest Wi-Fi in Europe by the number of connections Named the best transport project by Moscow citizens ”The Active citizen” poll, 2015 Named best in the world city Wi-Fi project WBA, San Jose, 2015 Connection speed up to 100 Mbps First in the world free high-speed Wi-Fi on the underground trains 2014 2017 1.2B 3.2M
- 6. Citizens appreciate new Media and digital services
- 7. 7 Media portal with valuable information for passengers Search and information bar News categories with carousel Portal menu Breaking news and notifications The Wi-fi network is both a communication channel and monetization vehicle$ Breaking news Widgets for partners’ projects Targeted RTB banner
- 8. 8 A Passenger can do a variety of things while on train Learn about maintenance works schedule Book a table in a restaurant Top-up Troika transport card Discover the most interesting events Check weather forecast Shop online
- 9. 9 Branding Authorization page Video Graphical Portal formats Full-screen banner Portal х2 х2 Maxima’s mobile advertising clutter Connect Turn off advertising We also run ads Using its own advertising network Maxima generates more than 8 billions impressions of its mobile inventory annually
- 10. Insights on passengers’ demographics and interests
- 11. 11 Audience profile as seen through deep analytics 10-17 18-24 25-34 35-44 45+ 4% 31% 13% 8% 43% 54% 46% W M Demographics 91% social networks 78% messengers 64% listen music 43% watch video Top digital activities Apple Samsung Xiaomi Huawei Sony 46% 16% 4% 4% 9% Interests Age Gender Knowledge about passenger helps to: • Run precisely targeted ad campaigns • Choose appropriate segments for tailored notifications Top-5 device brands
- 12. 12 Allocation depending on transport Thousand people Use case: insights on Passengers' behavior helps to plan Load Fan quantity on stadium and nearest areas from 15:30 to 22:30 Thousand people Metro MCC Auto & taxi Walk Ground transport Shuttle Arrival Departure 59,2 59,2 38,0 (64%) 17,0 (29%) 2,1 (4%) 1,2 (2%) 0,6 (1%) 0,4 (1%) 35,5 (60%) 13,7(23%) 2,0 (3%) 2,4 (4%) 3,2 (5%) 4PM3:30PM 9PM8PM7PM5PM 6PM 0:3 End of the match (8:45) Match started at 7PM (8:20) Visitors started to arrive 3.5 hours before the match (9:30) 10PM 9,7 (16%) 15,1 (26%) 5,0 (8%) 57,4 (97%) 6,2 (10%) 16,9 (29%) 23,2 (39%) 59,2 (100%)56,2 (95%)48,5 (82%) 35,3 (60%) 59,2 (100%) 59,2 (100%) 33,5 (57%) 42K (71%) fans left stadium by 21:30 (45 minutes after the end of the match) • Metro and Moscow Central Circle were the most popular means of transport to reach stadium (~95% of visitors used them) • Visitors started to arrive from 3:30PM and it took about 3.5 hours to gather. They started to leave stadium at about 8:45PM • 42K (71%) fans left stadium by 9:30PM (45 minutes after the end of match)
- 13. 13 Aeroport 6% Dinamo 6% Kuznetsky Most 6% Pushkinskaya 5% Sokol 4% Voykovskaya 3% Prospekt Mira 3% Barrikadnaya 3% Ulitsa 1905 Goda 3% Belorusskaya 3% Begovaya 3% Kiyevskaya 3% Novoslobodskaya 2% Marksistskaya 9% Ploshchad Ilicha 8% Paveletskaya 6% Kolomenskaya 6% Teatralnaya 4% Kashirskaya 4% Novokuznetskaya 4% Krestyanskaya Zastava 4% Tretyakovskaya 4% Sretensky Bulvar 4% Mendeleyevskaya 20% Chekhovskaya 20% Savyolovskaya 12% Tsvetnoy Bulvar 11% Borovitskaya 8% Timiryazevskaya 5% Timiryazevskaya 5% Petrovsko- Razumovskaya 5% Polyanka 3% Serpukhovskaya 2% Data from MT_FREE allows to analyze mixed-mode commuting Odintsovo 13 Belorussky Railway Station Podolsk 10 Kursky Railway Station Lobnya 10 Savelovsky Railway Station 50% 52% 90% From the suburb to 13 metro stations From the suburb to 10 metro stations From the suburb to 10 metro stations A single SSID overarching the whole network allows to augment and verify the passengers flow metrics
- 14. Reaching the right audience with the right message is valuable for both: the city and the recipient
- 15. 15 Communication with target audience VIA wi-fi Landing Communication Full screen banners and notifications on the portal Reaching the right audience with the right message is a valuable for both: the city and the recipient Result 68% Message was appreciated by most of recipients 41% Almost half of the TA received information from Wi-Fi.ru and social netwroks 81% 4 of 5 fans were satisfied with the information services quality 50-100 thousand Views 1-2% visited information page
- 16. A Nexus between the city and citizens
- 17. 17 • Relevant information about the transport system • Ability to be on-line all the time in the area with insufficient 3G/4G coverage • Channel for communication • Opportunity to leverage data • More attractive for tourists Moscow is leading, and everyone benefits from the leadership CITIZENS CITY • The leader of the digital mobile advertising market • Opportunity to further grow the networks coverage via partnerships • Return on investment due to highly efficient monetization model 17 MAXIMATELECOM
- 18. 18 Connected city means connected citizens Airports Airport express trains Railway stations Commuter railways Moscow central ring Metro Public ground transportation Ground transport stops MaximaTelecom has grown into the largest Wi-Fi operator in Europe due to it’s unique technology of monetization of public transportation Wi-Fi networks MaximaTelecom’s network Partners’ networks HoReCa