Created in Recife (PE), Smartlet opens this Thursday (16) another unit in Macei (AL); business plan focused on naming right
A project signed by Videoporto and the startup Hephaenergy, Smartlet was born in Recife with the main purpose of being urban furniture capable of uniting sustainability and technology. DOOH offers wi-fi and devices for charging cell phones, while extracting information such as air quality, temperature, rainfall, UV, etc.
The first unit was installed in the Recife neighborhood, in the center of the capital of Pernambuco, and occupies a space equivalent to two cars and is capable of housing up to 20 people. And this Thursday (16th), urban furniture arrives in its second capital: Ponta Verde, on the edge of Macei (AL).
“Smartlet is a symbol of a new way for people to relate to public urban spaces. We are talking about a living environment, capable of promoting integration between people and offering free quality services to society”, said Fernando Carvalho, managing partner from Videoporto.
For 2023, the idea is that DOOH is in 50 points of at least five Brazilian capitals. In this interview with PROPMARK, the executive tells, among other things, that one of the main bets, in relation to the business model, is the naming right.
sustainable furniture
Combining technology and sustainability is something that is present in Videoporto’s DNA. When we entered the DOOH market, more than ten years ago, we already sought to make clean and sustainable communication. This was long before this agenda entered “the companies’ agenda”. Smartlet emerges as a shared project between Videoporto and Hephaenergy, a startup also born in Porto Digital in Recife, the result of detailed observations and research on which cities we want for the future. The Smartlet is, in fact, more than an intelligent and energetically self-sustainable urban furniture. It is a symbol of a new way for people to relate to public urban spaces. We are talking about a living environment, capable of promoting integration between people and offering free quality services to society, in the midst of the long daily journey of so many people. This is non-trivial and very powerful. We were able to extract information, such as temperature, air quality, rainfall, energy conditions and equipment use, all through sensors, in real time.. The equipment starts to have a life of its own, from the moment we obtain enough consumption and automation information to make decisions, such as turning on and off the light, sound, display and camera systems. Everything to meet the needs of the citizen, in the public space, outside the home. The city needs, more and more, to belong to the people, to belong to everyone. We are only at the beginning of the history of democratic, changeable and intelligent furniture.
where this
Recife was the first capital to receive the Smartlet. It has been in operation since the beginning of November, in one of the most representative areas of the capital of Pernambuco: Bairro do Recife, the cultural and historical heart of the city. Smartlet was the first project approved by Eita Labs, which is a type of “laboratory and open sky” created by the city hall to evaluate and endorse innovative urban initiatives. Just over three months of use by the population. The public reception to the Smartlet surprised us a lot, it went far beyond our expectations. In addition to all the services offered in the space, such as free high-speed Wi-Fi and points for charging digital devices, the Smartlet has become a place for people to interact. It is extremely gratifying to see how he was embraced by the people in that area of the city.
expansion plan
We have already advanced in conversations in several capitals. Our plan is, still in this first semester, to begin expansion in the Southeast, starting with So Paulo and Rio de Janeiro. By the end of the year, our goal is to be in at least four other capitals, in addition to Maceio and Recife. Next year, we intend to inaugurate the first Smartlet outside Brazil.
business model
We work with some business models, but we prioritize naming rights. This is a model that directly involves three actors: the Smartlet, public authorities and a sponsoring brand. The public authorities, usually city halls, grant us the right to use the space, and the sponsor has its brand associated with an innovative and energetically self-sustainable urban initiative. It is important to highlight that the Smartlet has a broad connection with the values that guide ESG actions. In addition to meeting several of the UN Sustainable Development Goals for Brazil by 2030.
advertisers
Some brands approached us and others have already tested their presence in this debut period. We are aware of the transformative potential and are aware that we are developing a powerful tool that harmonizes sustainability with digital inclusion. a disruptive urban project. Equipment that came to make a difference in the requalification of public spaces. An environment of interaction, of conviviality. We seek synergy with brands that truly empathize with social issues.
Interaes
Interaction with the public takes place through the digital display, sound, signs and activation areas that transform the furniture into an instagrammable environment. Through access to free wi-fi, a closer conversation is possible, such as public opinion research, all within the General Data Protection Law. The modern design and contemporary profile of the furniture ends up increasing the flow of people. It is a meeting point for various activities and even deals with local businesses in the surroundings. In terms of communication it has a lasting impact. The public can use, materialize, touch, experiment, work, all in a single space, which begins to be part of people’s lives.
Mensurao
Today, 300 pedestrian citizens are contemplated, per hour, and still practice sustainability. Not to mention the people who are impacted from inside the vehicles. But, much more than numbers, we are dealing with social relevance. We are immersed in smart cities concepts and real ESG practices. All the time Smartlet touches people with some of the functionality. We are based on the universal rule of parklets, born in San Francisco, California, and we have incorporated a lot of technology in a space of 20 m2, the equivalent of two public parking spaces. That is, before, two cars parked in these spaces emitted, per hour, 150g of carbon dioxide to get there and benefit a maximum of eight passengers. The entire structure of the space is covered with recycled plastic wood – powered by solar energy and equipped with sensors for monitoring rain, air quality and presence.
The public has free access to quality wi-fi, cell phone chargers including wireless inductors – and notebooks. The brand is responsible for this entire offer and signs the Naming Rights. Far beyond the media, we managed to reach the public in a direct and transformative way. Technology allows us to be able to identify how many people are connected and, from access to Wi-Fi, with quick registration, to understand the profile of each user. We noticed that most visitors use the space just to rest or contemplate listening to music, for example. We are always looking for new technologies and sustainable solutions to help improve lives the right way.
