Motivating citizens towards the vision

Work package number: WP7
Lead beneficiary: 6 - CStutt
Start month: 3
End month: 48

• To develop the ICARUS Decision Support System to assist stakeholders in urban impact assessment in support of air quality and climate change governance
• To develop ICARUS applications for citizens
• To develop business plan and pre-commercialization activities

Task 7.1 Development of the ICARUS Decision Support System

  • Sub-task 7.1.1 Definition of user requirements and functional specifications of ICARUS DSS
    A questionnaire-based survey and expert elicitation using the Delphi methodology will be employed to collect the requirements of the ICARUS DSS among the stakeholder focus groups from all participating cities identified in collaboration with task 8.2. If needed focused sessions within the series of user workshops that will be organized in the frame of Task 8.1 will be set up to discuss the main functionalities of the DSS. The results of the survey will be analyzed and discussed within the ICARUS consortium. On the basis of these deliberations the technical team of task 7.1.1 will define the ICARUS DSS functional specifications and support the development of the overall system design.
  • Sub-task 7.1.2: Overview of available models, tools and datasets
    Development of a clear overview of all available tools, models and data which should be functionally integrated in the ICARUS DSS together with their features (technical characteristics, main inputs and outputs, and stage of development) is the main objective of this task. Similarly, AQ and carbon footprint data already available or enhanced with new data generated during the project lifetime will be reviewed in order to produce a clear picture of which kind of data are available, in which format and at which spatial and temporal scale.
    Two main methodologies will be employed in the review process:
    (a) ad hoc detailed questionnaires will be distributed internally among modellers and dataset owners;
    (b) focused meetings either in the frame of periodic project meetings or at dedicated meetings as necessary will be organized for detailed discussion on the main functionalities and data requirements and storing. According to the review performed in Task 1.1, functionalities, models and architecture of other existing systems will be analyzed and considered for the ICARUS DSS design. The outcome will be detailed knowledge of the models, methods and datasets available to the consortium and identification of current knowledge gaps.
  • Sub-task 7.1.3 Definition of the technical framework and system architecture
    According to the conceptual framework developed in Task 1.2.4 and the information collected in Task 7.1.1 and 7.1.2, the technical framework of the ICARUS DSS will be defined. The DSS platform will be web based, flexible and interactive and it will include (a) a web-based guidebook for estimating the effects of a number of policies in each participating city; (b) a GeoDatabase, which will support data collection and give access to the ICARUS city data; and (c) a computational system allowing the integration of existing and new models and tools in a modelling chain supporting AQ and GHG policy option assessment. The DSS will be designed to provide methods for quantifying and reporting uncertainty in all the stages and datasets composing the ICARUS computational system. It will be based on a tiered architecture consisting of a client-server model supported by a central geographical database to store and efficiently manage all the geo-referenced information needed to support the integrated urban impact assessment in support of air quality and
    climate change governance. For the assessment and management of spatially resolved data and models, the platform will rely on an open-source WebGIS infrastructure to integrate all project information enabling users to manage and process spatial data (e.g. spatial statistical analysis) and to effectively visualize the results of spatially resolved models. Particular attention will be paid to the analysis of the spatial and temporal relations between the data types involved. Datasets will be completed and provided in a standard format, compliant with the INSPIRE Directive.
    The logic of the DSS is to have an IT tool that would be modular and following an open architecture capable of adapting to the data available in each city to enhance its transferability. The different calculation schemas mentioned in WPs 2-4 are geared to enhance the resilience and robustness of the DSS outcome by using the best available input datasets.

 

Task 7.2 Development of ICARUS applications for citizens

  • Subtask 7.2.1 Definition of requirements for user-centric tools
    Based on existing international initiatives such as the CoolClimate Carbon Footprint Calculator of the University of California at Berkeley, the definition of the requirements for all user-centric tools will be provided. The ICARUS integrated approach will be applied to those tools offering an integrated environment – available both as a web-based platform and a set of collaborating mobile applications. The tools will offer both detailed and personalized information to end-users (starting from the CoolClimate Carbon Footprint Calculator co-developed at the University of California at Berkeley and expanding it), as well as track and promote environmental-friendly individual behavior. Wearable or smartphone-based sensor technologies will form the basis of the tracking activity, while their evaluation will concretise the relevant incentives. Those incentives to end-users will be described and options such as environment coupons, promotions, etc. will be analysed, evaluated and selected as appropriate ones for end-users. Government and local business participation will be explored in order to guarantee the sustainability of the incentives. Most incentives will be available at the city level and the platform operators will be able to manage them accordingly.
  • Subtask 7.2.2 Implementation of informative tools
    Information gathered in the project and modelled according to existing initiatives (e.g. the CoolClimate Carbon Footprint Calculator) will form the basis of the back-end information system.
    Input will be provided from the DSS and GIS systems – developed in 7.1 – and presented in a form usable both from the web and mobile devices. Geo-localised content will offer a finer set of information, more relevant to the specific individual. Web and mobile implementations of this information set will be developed uniformly, allowing small diversions due to mobile device characteristics.
  • Subtask 7.2.3 Implementation of end-user interactive tools for tracking and promotion of environmental-friendly behavior
    Based on a user-centric model and agent-based technologies, all end-user collected information will be stored, analysed and retrofitted to the incentives-driven part of the platform. Even though the implementation will be primarily targeting mobile devices and wearables which enable more accurate and confirmed activity, the end-user will be allowed to provide the same information via a web-based solution (the accuracy and the validity of the provided information will be assessed during this subtask). The tools will allow the end-user to assess in a simple and quick way the personal impact of their actions.
    The second – and possibly most important – part of the implementation will focus on promoting environmental-friendly behavior. End-users will gain benefits related to their tracked activity and – eventually – use them in participating organizations (governmental or private). The management of the provided benefits will be done with a web-based platform, available only to city operations, who will be allowed to relate end-user activity with available benefits.
  • Subtask 7.2.4 Reporting on end-user involvement
    As part of the continuous efforts to improve the user involvement in expected actions, detailed reporting will be provided by the platform to administrators, city-operators and the public (potentially limited to user-friendly indicators). The reporting module will allowed detailed reporting on users, activities and benefits, while a dash-board will show in realtime and as a quick view the overall user-engagement to the platform.

 

Task 7.3 Development of business plan and pre-commercialization activities

The ICARUS project will produce innovative methodologies, technological tools and data and a multi-channel (web and mobile) stakeholder platform. The exploitation of those results will be the responsibility of the participating SMEs (UPCOM, kartECO, ENVIROS, ARTEMIS), MESAEP and the participating universities/research institutes/stakeholders that are needed in order to create the required structures to support commercialization. Towards this direction, the creation of an academic spin-off (as a result of the project) is foreseen to support the “next-day” data collection and analysis. The main goal of this task is to safeguard the project continuity after its completion.
One of the most important issues related to the “next day” after the ICARUS completion is to ensure – via preparatory actions throughout the project lifetime – the technical capacity (data collection, data analysis, models, etc.) needed to supply the minimum required input for the web- and mobile-based applications. Engaging “customers – users” to know the ICARUS products better is equally important. Exploitation of future collaborations for the involvement of entities sponsoring end-users for using ICARUS products, will ensure the engagement of “customers – users” and the project’s continuity and “next day” funding. Towards this direction, the ICARUS will particularly enable the creation of an ecosystem of commercial and non-commercial organizations to support the common goal to inform and engage citizens regarding the core concepts of the project. Each participant in the ecosystem will offer services needed for the complete solution, either as a local or global provider of either some parts of or the entire solution or any combination of those.
The ICARUS team includes all involved types of stakeholders that can guarantee the transfer of ICARUS R&D results to the market. The two SMEs with expertise and technical capacity in web- and mobile- based applications (UPCOM, kartECO), and the scientific association MESAEP having members all over Europe and the Mediterranean region will provide the necessary means to make concrete marketable solutions out of the project outputs. Based on the experience gained by the implementation of previous projects, a “real world” fully operational tool makes the product visible to more people and is considered the basis for a successful commercialization through market response. In parallel precommercialization actions will be performed, comprising basic dissemination activities, marketing material and business development strategy definition.
This task will comprise the following three main subtasks, which although distinct will be co-evolving towards the finalization of the business idea and plan.

  • Subtask 7.3.1: Technical-economic analysis of innovation creation
    The technical-economic analysis will confirm the feasibility of the final innovation concept. What is important at this stage is not only to estimate whether the innovation will be successfully commercialized but also whether it will be desired by the niche market and how will stakeholders react to ICARUS innovation. Based on the above feedback, ICARUS outputs will be fine-tuned in order to bring significant response to the innovations the project will bring to the market. Pivoting may prove to become necessary for the finalization of project products. Since an initial business model already exists (Section 2.2), the unique value propositions of the project products will be finalized and confirmed.
  • Subtask 7.3.2: Detailed market analysis
    A detailed market analysis at the global Level will be performed to confirm the feedback from the project outputs. It will be used to confirm (i) user needs at both technological and service level, (ii) key players in the field (that should be considered also as potential collaborators in the exploitation of ICARUS products due to their innovative character) (iii) willingness to pay so as to define the business model and the market strategy.
    During this sub-task, an analysis of the state of technology to verify the existence or development of similar or competing technologies / solutions elsewhere with related third party rights (e.g. patents belonging to competitors) will be made. As well as the external environment of the consortium will be analyzed in detail, the five forces of Porter analysis will be evaluated. Meetings with users, in case it is needed, will be included, in order to safeguard that the project products will meet user requirements. The detailed global market analysis is expected to identify market needs in terms of practices and technologies, as well as potential customers / end-users. Although the main customer segments and customer relationships have been identified in the initial business model in Section 2.2. the consortium, moving a step forward, has already identified major potential customers / end-users of ICARUS outputs. Some of these are the citizens of large cities, tourist operators, cities with on-going policy related environmental programs, cities that have signed the “Covenant of Mayors” (signed by 6482 cities, representing 207,759,563 citizens, http://www.covenantofmayors.eu/index_en.html), large companies with an operational program on Corporate Social Responsibility (CSR) or certified under ISO 14001 and companies with large fleet.
  • Subtask 7.3.3: Business planning and exploitation of results
    By taking into account the aforementioned analysis (technical-economic and market), market considerations barriers to exploitation will be identified. Experience gained in the past by similar real-time environmental and behavioral technology tools, has revealed that the response and interest of the citizens, municipalities, ministries, companies etc., may vary significantly according to the prevailing socio-economic conditions. Environmental and social consciousness on corporate level is, for example, a significant factor that vary from country to country and company to company. Thus, prevailing socioeconomic conditions is also an important aspect that will be taken under consideration.
    Having analysed in detail the global market the initial business model will be finalized. The initial business model has been analyzed in Section 2.2 and presents how ICARUS sees the “next day” after the end of the project and how this effort may become profitable. Following the finalization of the initial business model, SWOT analysis will be performed and the competitive advantages of the ICARUS horde of solutions will be evaluated. External collaborators will be contacted if needed according to the business model. In case joint exploitation will be considered, IPRs will be managed and the respective agreement will be prepared.
    Based on the defined business model and information coming from the market analysis detailed sales forecasts will be estimated. Pricing and marketing plan will be defined. Also, the exact resources for the subsequent commercialization will be defined and quantified. Revenues and costs will be combined so as to assess the financial viability of the project after the end of ICARUS funding. Different scenarios will be examined and sensitivity analysis will be employed to examine the sensitivity of the estimations on different situations. All project steps, starting from the development of a number of minimum viable products and the subsequent scale-up will be defined. Such a ‘lean’ approach will support fast response to market and ensure that resource wasting is minimized. ICARUS has already identified in its initial business model the main key resources, market channels, revenue streams and costs needed to reach commercialization. The business plan for exploitation of the ICARUS products will be put in place as early as possible; the goal of the consortium is to implement the first steps of the business plan during the project, so as to leave pure commercialization activities for the period after the project. Nevertheless, and as stated above, the steps and resources for the commercialization of ICARUS products will be defined in detail and an operational plan including a timetable of activities will be derived.

 

Deliverable Number Deliverable Title Lead beneficiary Type Dissemination level Due Date (in months)
D7.1 Technical report on user requirements and functional specifications of ICARUS DSS 1 – AUTH Report Public 9
D7.2 Report on the design of technical framework and
system architecture of the ICARUS DSS
11 – UPCOM Report Public 12
D7.3 Report on requirements for user-centric tools 11 – UPCOM Report Public 24
D7.4 Interim ICARUS Business plan 11 – UPCOM Report Public 24
D7.5 Report on ICARUS DSS transferability 11 – UPCOM Report Public 36
D7.6 Final ICARUS Business plan 11 – UPCOM Report Public 48