Wifi in Brussels' Public Transport

Introduction

This report will provide advice from Consultrade B.V., a consultancy consisting of students of Zuyd University and specialized in innovative business skills. The advice will be on an innovation of added value for Brussels' community. To come to the above mentioned objective, a creativity session has been organized and a summary of this can be found in the first chapter, the idea creation. Afterwards you will be able to find the research proposal which includes the problem statement, the objective and the research questions to be answered. Then the report will build on desk research and field research in the next chapter, the third chapter. The plan will end with conclusions of the research findings and recommendations for the action plan.

1. The Idea Creation

When we first met for a creativity session in the end of October we came up with several ideas which could add value to citizens in Brussels. We wanted to find something to use in a different way, so that our product can add value to the market in Brussels. Since we know that creativity is the source of innovation we started a creative thinking session. It is very hard to invent something which is poorly new to the world and for that reason we wanted to concentrate on something that already exists in another city or something that already exists and can be used differently.

First, we ran our creative process in the diverging way, where we did brainstorming and coming up with as many rough ideas as possible. After that we selected three main ideas, which we are most interested in.

The three main ideas were:

a) WLAN in public transport for a small fee per day

b) Electrical taxis in Brussels

c) A stylish bottle to separate the egg-yolk from the egg white in a convenient way

Now the converging way followed where we selected the one idea we are most interested in. Since ideas a and b are already existing in other cities we wanted to research the reaction on our idea of something we have seen on YouTube (http://www.youtube.com/watch?v=HcEx3h02epQ). The video shows a Chinese woman taking a simple PET bottle to separate the egg-yolk from the egg white in an easy, fast and convenient way. First research in our families has shown that nearly no one was aware of that kind of way to make the onerous part of separating the egg-yolk more convenient. Since PET bottles already exist and are considered as reusable waste by customers, we thought about producing bottles with a nice and eye-catching colorful design and keeping the shape and material of a normal PET bottle. We also want to add screw-cap at the bottom of the bottle in addition to the top of the bottom to overcome problems when cleaning it.

We want to place it in the market as a cool, innovative kitchen equipment, which is on one hand very handy and on the other hand an eye-catcher in every kitchen. We see a huge potential in a product like that for the whole world market and assume that a very international city like Brussels could get as an appropriate impression on what people think about that idea and if it is perceived as a useful kitchen equipment.

When we met for the second time just prior to our field trip to Brussels we discovered some mismatch with the idea we have chosen and the assignment provided. For that reason we rowed back to idea a) which would distinctively, from our point of view, add more value to the citizens of Brussels and maybe describe the need of Brussels inhabitants. Since we know that there is a growing trend in the use of smartphones, our idea includes providing WLAN access in all public transport means, consisting of busses, tram lines and Brussels' underground lines. Our idea is to go a bit further then the idea Virgin media just introduced in London. Virgin is offering Wi-Fi access at many tube stations throughout London, which is very handy considering that there is no network connection in the underground. The point where our service will go further is that we want to offer Wi-Fi access not only in the stations but also during the journey in the bus, tram or tube, which will give people the opportunity to use their traveling time more efficiently and/or more pleasurable. We want to give inhabitants the opportunity to browse the web while traveling, business people to check emails and tourists to look for places of interests and plan their stay in Brussels for a small fee. We are not yet clear if people are interested in it and how much a fee will be and if it is going to be paid monthly or daily but we want to investigate possible solutions during our desk and field research.

2. Research Proposal

2.1. Introduction to the Chapter

This chapter will focus on the research design of this Business case. First of all, the major problem of the company will be stated and how this scan might help to solve it.

Afterwards, it describes how research was conducted to collect all necessary information in order to get an overview on how to implement the idea as efficient as possible in the city of Brussels.

2.2. Mission

To provide a high speed and quality WLAN network that combines performance with value pricing through the entire city of Brussels.

2.3. Vision

To introduce the WLAN network in the subway as well as the public transport by the beginning of September 2013. (Short-term) By September 2015 the internet wireless network will expand through the entire city of Brussels. (Long-term)

2.4. Problem Statement

Brussels is the Capital of Belgium, situated in the heart of Europe and is the European Capital. Brussels is the home of several European institutes. Brussels formally gives many political meetings and conferences which attract many business people that come for several days to the city. In addition to the European aspect Brussels offers plenty of tourist attractions making it one of the top touristic attractions of Europe.

Nowadays the problem of many tourism and business people when going abroad is the non-availability of the internet in their phones, laptops and other electronic devices. The growing trend of the use of these electronic devices makes internet an indispensable tool in everyday of its users. When being abroad they cannot use all the advantages offered by internet while travelling and making business.

In the moment the city of Brussels offers limit WLAN zones or hotspots. Most of them are used