Velib': Paris's Public Bike Sharing System

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Case Details:

Case Code : OPER090
Case Length : 19 Pages
Period : 2007-2009
Organization : JCDecaux / City of Paris
Pub Date : 2009
Teaching Note :Not Available
Countries : Paris, France
Industry : Media / Public sector

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

In February 2007, Delanoe initiated the ‘Paris Mobility Plan' that aimed to improve the mobility of Parisians while reducing the environmental impact caused due to mobility. Delanoe realized that the way to do this would be to launch a bike sharing system that would enhance the transportation system in Paris. Subsequently, the city issued a contract, inviting bidders to launch a bike sharing system. JCDecaux won the contract for a period of 10 years. Under the contract, JCDecaux had to provide 20,600 bicycles to the city by mid-2007. In return, it got access to 1,628 billboards across the city for advertising.⁵

Experts felt that JCDecaux fit the bill to launch the bike sharing system in Paris because of its Cyclocity system.

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This was a sustainable and cost-effective transportation option developed by the company to improve the transportation system and reduce traffic congestion.⁶ JCDecaux modeled Vélib' after its bike sharing program, Velo'v that had been launched in Lyon, France, in May 2005.

According to experts, the Vélib' system was a huge success with over 50 million trips reported since its launch and August 2009. Some experts commended JCDecaux for developing a system that helped reduce the environmental impact while improving the mobility of Parisians...

Excerpts >>

5] Rosee Woodland, "Parisians Say "Oui" to Vélib'," www.bikeradar.com, July 17, 2009.

6] "Presentation Philadelphia," www.bikesharephiladelphia.org, 2008.

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