Case Study Of Jcdecaux

JCDecaux is a multinational corporation that is based in Neuilly-sur-Seine located in Paris, France. Jean-Claude Decaux and J.P Singh Pannu founded the company in 1964. It is known worldwide because of its advertisement systems; at bus-stops, billboards, public bicycle rental systems, airport panels, and street furniture. The business launched with a simple idea: to supply towns with street furniture free of charge and therefore getting rights to advertise on chosen (first-class) locations. Its products are made to be innovative and aim to improve the quality of urban life. They have all kinds of original items, that are simple and make your everyday strolls nicer; benches, lights, free information panels, bus shelters, automatic public toilets,
They advertise companies on the street and this is how they get their income.As the business has grown drastically over the last years, their business model and strategy has become more structured. They try to maintain sustainability and social responsibility by developing products that are more friendly to the environment, by improving pro-active policies on the quality on their products. The New York Times Archive published a story in 1994 on the new toilets put in the streets of New York City : “This futuristic object of curiosity is that most mundane of human necessities, a toilet.” This extract of the article shows that people enjoy unconventional, advanced technologies and that what Decaux is doing, is satisfying his intended
As urban and mobile population is continuously growing, JCDecaux’s objective is to put money into Development and Research to design “multi-functional” and smart street amenities to keep up with the needs of the coming generations. But the biggest and most important part of the innovation system is that Decaux constantly anticipates “what kind of role digital media could play in an urban environment- its uses, its potential, but also its visibility and accessibility across the board”. The firm always focused on mixing digital displays with travel, to captive the audiences passing through all the world’s airports, subways, bus stations etc. To push the limits of interactive advertisement and digital media, JCDecaux continued to spread his phenomenal business model across Europe (“the first fully digitalised subway station in Berlin, 39m² giant screen in Terminal 2E at Paris Charles-de-Gaulle airport, multiple digital media locations in the United Kingdom including displays at Heathrow airport, street furniture in the La Défense business district in Paris, etc.” according to the JCDecaux webpage.) With its motivated spirit, JCDecaux always managed to conquer new markets. It dispersed in Asia and America, with larger screens which enable the city to put up public interest messages at anytime, and twitter digital advertising clocks that disseminate practical information (such as date, time, temperature etc) in São