Smart Cities - Deloitte NCC

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Deloitte NCC – Berkeley Haas

Team 2: Rahul Bajaj, Ralph Boyajian, Varun
Kallepalli, Sherry Liu
November 1-3, 2017
Agenda
Executive Summary
Smart City Trends
TA capabilities/weaknesses
Ideas/Criteria for selecting
Deep diving into 2 areas
• Market Analysis
• Financials
• Pricing Strategy
Risks/competitors
Execution strategy/timelines
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Executive Summary
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Smart City Trends
Trends and example use cases of how cities are leveraging technology and data to
improve the lives of its citizens and visitors
In Kansas City, Mo., sensors on

Sensor-equipped asthma streetlights along a new light-rail line
inhalers in Louisville, KY. that gather information about traffic and
collect data on time and place of available parking that the public can view
use have improved care for online
individuals making it possible to
show clusters of inhaler use and
link it with air pollution.
Environment
Security
In Mobile, AL., building-code inspector
used Instagram to inventory the city’s
1,200 blighted properties in eight days.
Paired with property data, officials could
compile a “blight” index” to identify which
ones to cite for violations.
Trip Advisor capabilities/weaknesses
Customers
• Bookings
Despite advances in transportation technology and urban • Reviews
planning, we still lack basic data on how cities work and • Search patterns
how infrastructure affects the everyday lives of our • Payment information
• 386 monthly active users
citizens. • Increased growth and engagement
• Foot traffic
• Geo mapping
• Tours and attractions
Merchant
• Photos/property info
• QC
• Customer flow
• Competitive performance
• Risk profile
New revenue streams selection criteria
Selection criteria Alignment with strategic vision, clarity, communication, and continued engagement with
stakeholders are essential to the success of Smart City programs
1 Is there monetization potential?

Determine whether there is a clear monetization strategy.
2 Are there existing competitors in the space?

Investigate whether the idea is already being executed wide-scale.
3 Will there be a wide network of partners or stakeholders?

Explore whether there are pre-existing or strong potential partners to work with.
4 Does it align with TripAdvisor’s current data and capabilities?

Solutions that leverage TripAdvisor’s capabilities will provide more immediate value.
5 Is there long-term potential?

Determine whether solution is defensible with potential to survive long-term.
Potential Revenue Areas
1 Monetization 2 Competitors
3 TripAdvisor 4 Partners/ 5 Long-term
Potential capabilities Stakeholders potential
Geotagging traffic management &

demand recognition
Enhanced mobile app leveraging

city data to increase customer
engagement and bookings
Travel Dashboard solution to drive

better decision-making for cities
and increased tourism
Security
Living
Potential Revenue Areas
Monetization Competition TA capabilities Criteria #4 Criteria #5

Potential
Security
Mobility
Idea - Page 1
JORDAN
Improve service delivery to citizens
AMMAN
Instill the use of data into

processes
Created CityPerform prototype
Environment
Idea - Page 2
PPPs are used for funding where governments have limited budgets and lack of technical knowledge for
project execution
Institutional Partnership Contractual partnership
Special purpose vehicle Joint Enterprise Concession – build and Concession model
• The sponsors make a project • An entity is formed, which is operate model
company called SPV, which a mixed company with a • The private partner builds • Direct link between private
allows separation of mission to provide services and manages the public partner and the end user.
economic and legal or carry out a masque for project. • Remuneration can be fully
investment collective benefit of the • The private partner has no paid by end user, or
• The investment is assessed public. direct relation to the end supplemented by grants paid
by the banks and • It enables public partner to user. by the public entity.
shareholders for its ability to have a lot of control over the • The fee is paid by the public
generate revenue. project and develops their partner to the private
expertise. partner.
Low Risk High

Near-term Long term
• Effective procurement • Perception of high risk when investing in innovative technology and
o Competitive procurement process energy efficiency measures, depending on project/sector
o Assessment of cost and benefits • Long-term delay before reaching maturity/profitability (only
• Ease of implementation appropriate projects should be selected for PPPs)
o Favorable legal framework
o Project’s technical feasibility
o Appropriate risk sharing and risk allocation
• Establishment of a structure that supports payment to the private
sector
Sources: EU smart city guidelines; International journal; BuddeCom
Idea - Page 3
Leverage TripAdvisor’s rich data to deliver a Travel Dashboard solution to drive better decision-making for
cities and increased tourism.
Sources: EU smart city guidelines; International journal; BuddeCom
The long-term success of suggested revenue streams is contingent to
following risks
Competition from tech High cost of In mobile

giants such as integration with smart advertisement may
Google, Facebook, city infrastructure. repel some
Uber, etc. customers
Competition from Different political

online travel websites landscape in
such as Expedia, different countries
Priceline, etc. for private public
partnership
Conclusion/Closing

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Replacing cover image

Replace the image in one of two

1. Delete existing image, click the

2. Select the image, ‘right click’,

If needed, resize or reposition images

Once the image has been inserted on this

Deloitte NCC – Berkeley Haas

Smart City Trends

Ideas/Criteria for selecting

Deep diving into 2 areas

In Kansas City, Mo., sensors on

1 Is there monetization potential?

2 Are there existing competitors in the space?

3 Will there be a wide network of partners or stakeholders?

4 Does it align with TripAdvisor’s current data and capabilities?

5 Is there long-term potential?

Geotagging traffic management &

Enhanced mobile app leveraging

Travel Dashboard solution to drive

Monetization Competition TA capabilities Criteria #4 Criteria #5

Instill the use of data into

Created CityPerform prototype

Institutional Partnership Contractual partnership

Low Risk High

Competition from tech High cost of In mobile

Competition from Different political

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