22 Mar Public transport by drone
- Speed: 120 km/hr
- Up to 2 Seater
- Military Option
- Manual / Automatic
- Since 1904
Above illustration : LM 847
Above illustration : One
First, the values that can be associated with drone are both very strong and very positive. There are the values linked to man's old fantasy of mastering the sky, those linked to performance ( technological innovation ), respect for the environment ( clean transport, sustainable development ...), without forgetting the sensations, speed, and collective sharing for drones in crews. All these values can easily be transposed to the brands associated with the business world, and this will allow them to convey positive messages to the general public. The image of the drone, through these values will always seduce the firms. One can also consider that the drone taxi is one of the very few air transport to be able to benefit from this image, considering that nobody likes the constraints imposed by the airports as well around the waiting lines of boarding: certainly these places have exceptional visibility and are among the most followed, but they do not always have as many positive values associated.
Moreover, even if the financial stakes are relatively high ( due to the cost of R&D and the construction of drones ), their users are more considered as adventurers.
Companies will therefore use this positive image of the personal transport drone to also give a good image of their own brand. Today, delivering positive messages to the public is going to count enormously in the drone sponsorship, at least as much as the notion of making a brand, a product or a specific service known.
Obviously the media visibility offered by this vehicle and its dedicated stations is also extremely important, but it intervenes in parallel. There is indeed such competition and such media congestion with other sports in terms of visibility that this type of sponsorship is mainly differentiated by the values associated with it. This has not always been the case since the origins of sponsoring in the 50s and until the early 2000s, brands wanted above all to develop their own notoriety, and be visible to a certain public. Today, and for a few years now, we are in a very targeted sponsorship with medium and long term objectives well defined which fit into a clear communication strategy.
As for internal communication, manufacturers will be able to use the drone brand to gather and federate employees around the same project, to improve team building. At major events such as Universal Expo, it is a great way to get them together on an adventure, to reinforce the pride of belonging to the company ( in case of success or good results ), create a Community of enthusiasts to enable them to directly monitor the impact on the architecture of cities, to have access to privileged information about the drones (or drones) that represent the brand, and also to invite some to the departures or arrivals of events sponsored by the brand.
In terms of public relations, the drone station itself are a great way to do business by inviting its customers, its suppliers on a rooftop equipped with its own landing pad, rather unusual place to talk business but very original and very effective to strengthen trade links.
THE FINANCIAL STATE
Another aspect of the development of personal drone transport in general, and which will be a decisive factor in pushing countries to invest, is ROI (return on investment). Although it is sometimes difficult to quantify and analyze it accurately in an unprecedented transport system, there are now many indicators that measure the impact of urban air transport, such as Spin-offs on the building sector, public transport, registration volume, environment. These are the elements that the government will study before committing to open their airspace. There are also other aspects not to be overlooked in the drone taxi, such as its political power, the so-called "political recuperation", but globally states with a large GDP refer largely to rational indicators before spend. In 2016 in the Emirates, about $ 60 million was invested in innovation and security by the Ministry of the Interior, for a total of $ 23 billion on the entire innovation market.
Given that the personal air transport market today has very few national and international manufacturers, so there is a lot of scope for a company to engage in the drone, whether as a aircraft manufacturer or drone station architect. Looking at some examples of current average entry tickets to be a main builder of a drone (aircraft in its own name) on one or more segments, including Research & Development, flight tests, homologation, construction, all expenses related to marketing and public relations, and operating costs of a concession network (salaries, aeronautical spare parts, etc.), it can be seen that budgets are very high from one country to another, especially In those where the legislator sees his air regulation already - too much? - rich.
In this regard, we can compare the launch of a brand of people carrer drone to Formula 1, there is a minimum budget to be part of the adventure, but there is not really a maximum budget.
It is therefore to the appreciation of each brand, but more money is invested, more efficient and effective the aircraft will be, even if the engineering skills provided by the specialized companies will often make a big difference in long term.
Examples of companies sponsoring Dubai taxi drone station
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Properties: DAMAC EMAAR
Beverage: Redbull
Communication: Etisalat
Airline company: Fly Emirates
Automotive: Lamborghini, Bugatti
Informatique: Oracle, Google
Golf companies have invested in the taxi drone station, above some examples of brands that are expected today as major partners.
ECONOMICAL CONSEQUENCES
There are several ways for a company to measure the profitability of a sponsoring action.
From a purely economic point of view, the simplest way is to observe the turnover or gain in market shares. But this is too imprecise, as most companies carry out other communication activities in parallel, and it will therefore be difficult to assess which action has been most effective in view of these indicators.
The other more widely used method is to evaluate in a more or less precise way the spin-offs within their own activity: the benefits arising from the contribution of this means of transport and the new needs that are required they created for the consumer. For example, DAMAC and EMAAR will derive significant gains over decades to build condominiums providing a taxi drone station access on its floors. The aeronautical enthusiast dietrich-Mateschitz² - but we could also mentioned Sir Richard "virgin" Branson² will realize a high number of event around probable module race as is already the case for the Redbull Air Race. It is generally believed that auto makers of niche segments like Lamborghini will want to stay on the sidelines and own their own brand of drone. The sponsorship could well succeed in the audacious hotel Bulgari from its opening. For all these corporations, the ratio between the money spent on sponsorship and the amount of media spin-off is greater than 3. Urban transport has the advantage, at launch, of a very high ratio (greater than 4 in large cities) , Which makes it a very interesting sponsorship for many specialists.
Concretely, what does it give?
For example, a major event is the launch of the first Taxi drone station in Dubai, which is expected to bring together 1.7 million visitors to the pontoons in Dubai. The first itinerary is expected to be followed by 56% of the premises . Overall, there will be 416 hours of TV broadcasts, representing a media value of $42 M, 200h of radio for $25 M, 20,000 press articles for $62 M (including $45 M of foreign press), for one Total of about $145 M by counting the Internet (official sites, Facebook, Youtube ...) This sum is then divided between the different protagonists of the flight, that is to say the sponsors.
Private drone transporter featured by ELISA, TESLA, RTA and much more illustration of middle east opportunities.
Three actors in incentive technologies pooling their investments in Personal Drone transporter especially in terms of engineering and thus pertinent constructor of urban aircraft.
For DJI (China), the aerial camera drone brand , which has been present in the sector since 2006, it is estimated that up to 90% of its UAV design capacities have been invested with a little more than $ 25 million invested in total. DJI seem's to be involved in th current Dubai drone project.
Tesla SpaceX (California) in place with its range of electric cars and superchargers since 2014, which today invests nearly $ 816 8 million in 2016 fiscal year in its fundamental research could play a decisive role in the development of batteries.
A recent study also showed that 75% of people questioned about Elon Musk brand owner believe that the manufacturer would represent the best guarantor of the autonomy of drone.
The young company ELISA Aeronautics (New-York) has begun its partnership with the municipality of several emirates in urban plans of the taxi drone station in 2017.
Unofficial issues.
Given that the personal air transport market today has very few national and international manufacturers, so there is a lot of scope for a company to engage in the drone, whether as a aircraft manufacturer or drone station architect. Looking at some examples of current average entry tickets to be a main builder of a drone ( aircraft on its own name ) on one or more segments, including Research & Development, flight tests, homologation, construction, all expenses related to marketing and public relations, and operating costs of a concession network (salaries, aeronautical spare parts, etc.), it can be seen that budgets are very high from one country to another, especially In those where the legislator sees his air regulation already - too much? - rich.
In this regard, we can compare the launch of a brand of people carrer drone to Formula 1, there is a minimum budget to be part of the adventure, but there is not really a maximum budget.
It is therefore to the appreciation of each brand, but more money is invested, more efficient and effective the aircraft will be, even if the engineering skills provided by the specialized companies will often make a big difference in long term.
Personal Transport Drone has not only interested and fascinated the public, it has also prompted to greediness of major brands and media which are clearly inseparable from the technological development of manned drones, hyperloop train, and more generally, all innovative plan of the cities. In this new market, sponsorship has become an element for companies to serve their communication strategy.
Then, as during the advent of automotive in the 1920s, a plurality of sponsors joined forces with the production of personal air carrier. It's easy to distinguish associations by technological co-adaptation ( the brand directly associated with the drone, such as Tesla, Elisa ...) and the sponsoring of a particular taxi drone station either as a main sponsor ( RTA, Resorts, Mall ..) or as an official partner. The attraction of entering history as the first major transport drone brands can be explained for several reasons.
Flight in town
Air shuttle and legislation
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