Ernest Ventura Technology Overview13 Feb 08

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Ernest Ventura Technology Overview 13 Feb 08

• SMART Park
• Parking Reservation Services
•  
• A New Development Tool
• For Parking Space Reservation

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BACKGROUND OF THE STUDY

• Product Definition
• SMART Park is a newly made system for Metro
  Manilas parking areas that allows all motorists
  to reserve a parking space through SMART
  Park-enabled parking areas through text messaging
  using a cellular phone. The concept of SMART Park
  system is similar to the drive-in system. This
  system offers an online free registration to the
  motorist and upon being confirmed registered, the
  motorist can now place a reservation through text
  messaging using the cellular phone. Motorists
  will be charged for the reservation fee in
  addition to the regular parking fee upon usage of
  the parking facilities just like any normal
  parking areas where the motorist have to pay when
  leaving the establishment. Motorists can easily
  avail SMART Park reservation by sending SMS
  message to the chosen exclusive pay parking area
  installed with the SMART Park system.

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SMART Park System Features

• Features - Parking Areas
• Reach out more customers potentially.
• Parking Space used efficiently
• Less Complaints from customers

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Features - End Users

• Hustle-free registration - on-line registration.
  
  
• Advanced Confirmation - receive a message from
  the pay parking area for reservation approval.
  
• Convenient reservation - place parking space
  reservation through text messaging.
  
• Presence of mind - fast and easy access to the
  parking area.
  
• Flexible Payment Options Cash or Major Credit
  Cards will be accepted.

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Parking Space Reservation requirements and
procedures for END USERS

• To make a reservation, the end user must register
  online first.
  
• The end user must have a cellular phone that can
  send a text message
  
• The end user must determine the contact number of
  the exclusive pay parking areas where they must
  send their text messages (ex. Type SMART Park and
  send to 1200 )
• Send a text message to the chosen pay parking
  area with following given steps (ex. the motorist and send to
  Pay parking area contact number)
• Once the message has been sent, the motorist will
  then receive an approval message from the chosen
  pay parking area with the time allocation and
  designated location.
• Upon receiving the approval message, the user may
  now go to the chosen pay parking area and park.
  
• User will pay the reservation and parking fee
  upon exiting the parking area.

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PRODUCT JUSTIFICATION

• With the current situation the Philippines have
  on parking industry, parking spaces is very
  limited especially in Metro Manila. SMART Park
  allows motorist to reserve through text
  messaging. This provides convenience for the
  motorist to reserve parking in advanced, and
  there is no better feeling than knowing you are
  going to find a place to park upon arrival.

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PRODUCT OBJECTIVES

• SMART Parks objective is to offer options to
  those busy motorists who will park their vehicle
  in a busy city. Through SMART Park system,
  finding a parking space on every pay parking area
  will become easier. It will organize and make
  parking areas in the busy city to be operated
  more systematically. SMART Park will be the most
  effective way for those busy motorists who need
  to find a parking space quickly.

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SCOPE AND LIMITATIONS

•   SMART Park mainly focuses on all commercial
  parking spaces around Metro Manila. SMART Park
  will target exclusive and registered pay parking
  areas as a possible client.
•  
• SMART Park will initially be available in Metro
  Manilas pay parking areas to test its
  effectiveness, development and customer response.
  Owners of parking facilities, the clients of the
  SMART Park system will decide the reservation
  pricing. SMART Park will only be the provider and
  the maker of the system, but when needed SMART
  Park will also be the one maintaining and
  troubleshooting the system.

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MARKET SCANNING

•  
• Characteristics of the current market
•  
• ECONOMIC
•  
• Vehicle parking industry in the Philippines is
  rapidly increasing over the years. With the
  improving economic climate of the Philippines,
  the nations automotive industry is on its path
  to recovery. The higher the demand in vehicles in
  the country the more parking spaces will be
  needed.

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MMDA THE NUMBER CODING SCHEME

•  
• The Number Coding Scheme, officially named the
  Unified Vehicular Volume Reduction Program
  (UVVRP), is a traffic management program in the
  Philippines that aims to reduce the amount of
  vehicular traffic in Metro Manila, the
  metropolitan area of the country's capital. The
  program is enforced by the Metropolitan Manila
  Development Authority. The basic idea behind the
  program is that a vehicle whose plate number ends
  in a particular number is barred from using the
  main streets of Metro Manila on particular days.
  For instance, vehicles whose plate numbers end in
  1 or 2 cannot be brought out to the main streets
  on Mondays. The program's original proposal
  mandated that the color of the roofs of public
  transportation, like jeepneys and buses, is used
  as the basis for barring of these vehicles.
  Hence, the program is also often known as the
  Color Coding Scheme.

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SOCIO-CULTURAL

•  
• Philippine population is rapidly increasing and
  overpopulation is possible to happen in the
  future. Because of this, places or cities may
  turn very crowded and hard to transport because
  of uprising number of population and vehicles.
  Therefore, the need for any reliable services
  like reservation of parking spaces will be high.
• In Metro Manila, the private vehicle registered
  is 1,367,469, diplomatic vehicle is 3,279,
  government vehicle is 29,020, and for-hire
  vehicle is 180,245. Imagine how many automobiles
  are located in Metro Manila, which is the center
  of business and modern foundation in the
  Philippines.

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Number of Registered Vehicles

• Country

• Metro Manila

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Geographic Note

•  
• The Philippine archipelago is made up of 7,107
  islands (low-tide) favorably located in relation
  to many of Southeast Asia's main water bodies
  the South China Sea, Philippine Sea, Sulu Sea,
  Celebes Sea, and Luzon Strait
•  
• Metro Manila or the National Capital Region
  (NCR) is the greater metropolitan area of the
  city of Manila, the national capital of the
  Philippines. Its residential population of
  11,099,800 (2007 estimate) makes it the eleventh
  most populous metropolitan area in the world and
  the largest in Southeast Asia. However during the
  daytime its population well exceeds 16 million.
  Metro Manila is one of the three defined
  metropolitan areas in the Philippines, the others
  being Metro Cebu and Metro Davao.
•  
• In 2005, it ranked as the 42nd richest urban
  agglomeration in the world with a GDP of 108
  billion according to PriceWaterhouseCoopers.
  Metro Manila is expected to climb to the 30th
  spot by 2020 with a GDP of 257 billion and an
  annual growth rate of 5.9.

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Ethnic Mix

•  Ethnic groups
• Tagalog 28.1, Cebuano 13.1, Ilocano 9,
  Bisaya/Binisaya 7.6, Hiligaynon Ilonggo 7.5,
  Bikol 6, Waray 3.4, other 25.3 (2000 census)
  
• Religions
• Roman Catholic 80.9, Evangelical 2.8, Iglesia
  ni Kristo 2.3, Aglipayan 2, other Christian
  4.5, Muslim 5, other 1.8, unspecified 0.6,
  none 0.1 (2000 census)
• Languages
• two official languages - Filipino (based on
  Tagalog) and English eight major dialects -
  Tagalog, Cebuano, Ilocano, Hiligaynon or Ilonggo,
  Bicol, Waray, Pampango, and Pangasinan

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TECHNOLOGICAL DATA

•  
• In Philippines, it has been observed that the
  technology is continuously growing, evolving and
  always updated. Mobile Phone usage in the
  Philippines is continuously increasing and most
  of the citizens even at very early age are
  already aware about the use of mobile phones. As
  of 2004, 11.7 million of citizens are subscribing
  globe telecom and 25 million subscribers for
  smart telecom.

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 Communications-Philippines
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The Manila Times July 18, 2007

• FILIPINOS sent an average of 500 million text
  messages a day last year, doubling the number of
  text messages sent in 2005, the National
  Telecommunications Commission (NTC) said.
• Data from the NTC show that the countrys
  subscriber growth rose by 23 percent to 42.87
  million subscribers last year (2006) from the
  34.8 million in 2005.
• Of the total, Smart Communications Inc. has 17.2
  million subscribers Globe Telecom, 16.7 million
  Pilipino Telephone Corp., 6.97 million and
  Digital Telecommunications Philippines Inc.
  (Digitel), 2 million.

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COMPETING PRODUCTS

•   There are no competing products that SMART Park
  will have that use the same technology to compete
  at this time because SMART Park will be the first
  parking space reservation available through text
  messaging or by calling its available hotline
  number. Drive-in process is the old system that
  may be considered as the competing product of
  SMART Park services for the reason that the
  people in general are more used to this system.

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IDENTIFICATION OF THREATS AND OPPORTUNITIES

•  
• Threats
•  
• Opening the idea of parking reservation to the
  market
  
• Contributing a unique system to the public may
  convince others to become a competitor of the
  same industry therefore, the possibility of
  producing a better system may be created and
  produced by the competitors
•  
• Oil Price Hike
• The constant uprising of oil price will
  definitely reduce vehicle usage therefore the
  demand for parking space will also be affected.
  
•  
• Political Issues
• Political issues may affect and become threats to
  the service for it has the power to lower the
  fees of the parking rates and may also turn the
  business into a slow growing industry
•  
• Drive-In process will be a big threat for the
  reason that value-for-money in the Philippines is
  high and product/service consumers has the
  freedom to choose whether to pay extra for
  reservation or not.

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Opportunities

• Pioneer the parking space reservation service
  through SMS Messaging
  
• The products uniqueness will position itself to
  the community as the first and original parking
  space reservation services.
  
•  
• No direct competitors exist
• A big advantage upon encouraging its target
  markets since there is no direct competitors.
  
•  
• Potential Growth and Expansion
• Once SMART Park has established its system and
  being patronized by the public, expansion of the
  target market can be done as soon as possible.
  
•  
• Reservation prices must be reasonable and
  affordable to the public.
  

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IDENTIFICATION OF POTENTIAL MARKET

•  
• Primary Market
• Registered Pay Parking Areas
• These are the registered pay parking areas which
  can be found near government institutions and
  offices, malls, schools, airports, hospitals,
  supermarkets and any business offices and
  establishments.
• End Users
• General Public/ All motorists
•  
• These are the general public who uses and park
  their vehicle in a pay parking area. They are the
  businessmen, employees, students, government
  officials, tourist, etc.
•  
• A survey will be conducted to forecast the demand
  of the service before further planning and
  implementation.
  

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Map of the Philippine Archipelago (L) and Metro
Manila (R)
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World Map
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Manila Skyline - Day
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Manila Skyline - Night
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