{"id":5212,"date":"2020-01-20T08:48:38","date_gmt":"2020-01-20T06:48:38","guid":{"rendered":"https:\/\/www.welovecycling.com\/cs\/?p=5212"},"modified":"2020-01-19T22:20:22","modified_gmt":"2020-01-19T20:20:22","slug":"je-bikesharing-financne-udrzitelny-welovecycling-cr","status":"publish","type":"post","link":"https:\/\/www.welovecycling.com\/cs\/2020\/01\/20\/je-bikesharing-financne-udrzitelny-welovecycling-cr\/","title":{"rendered":"Je bikesharing finan\u010dn\u011b udr\u017eiteln\u00fd?"},"content":{"rendered":"

V\u00a0\u010dervenci 2007 m\u011bsto Pa\u0159\u00ed\u017e zprovoznilo ambici\u00f3zn\u00ed bikesharingov\u00fd projekt, kter\u00fd zp\u0159\u00edstupnil Pa\u0159\u00ed\u017ean\u016fm i turist\u016fm za rozumn\u00e9 ceny tis\u00edce j\u00edzdn\u00edch kol po cel\u00e9m m\u011bst\u011b \u2013 a p\u0159i pou\u017eit\u00ed do 30 minut dokonce zcela zdarma.<\/strong><\/p>\n

Byla to v\u00a0mnoha ohledech nov\u00e1torsk\u00e1 slu\u017eba, zejm\u00e9na co se t\u00fdk\u00e1 pou\u017eit\u00e9ho obchodn\u00edho modelu. Slu\u017eba byla poskytov\u00e1na na z\u00e1klad\u011b koncese francouzsk\u00e9 reklamn\u00ed agentu\u0159e JCDecaux, kter\u00e1 m\u011bla s\u00a0m\u011bstem 10 let trvaj\u00edc\u00ed kontrakt. JCDecaux zaplatila n\u00e1klady spojen\u00e9 se zah\u00e1jen\u00edm slu\u017eby a mzdy p\u0159ibli\u017en\u011b 300 pracovn\u00edk\u016f, kte\u0159\u00ed slu\u017ebu provozovali a opravovali j\u00edzdn\u00ed kola. V\u00fdm\u011bnou z\u00edskala exkluzivn\u00ed pr\u00e1va na v\u00edce ne\u017e 1 600 billboard\u016f vlastn\u011bn\u00fdch m\u011bstem.<\/p>\n

Vzorov\u00fd bikesharingov\u00fd projekt V\u00e9lib\u2019 v\u00a0Pa\u0159\u00ed\u017ei<\/strong><\/h2>\n

Brzy se z\u00a0tohoto projektu stala po\u010dtem provozovan\u00fdch kol nejv\u011bt\u0161\u00ed bikesharingov\u00e1 slu\u017eba na sv\u011bt\u011b mimo \u010c\u00ednu. V\u00a0\u010dervenci 2013 dokonce m\u011bla nejv\u011bt\u0161\u00ed pokryt\u00ed trhu na sv\u011bt\u011b s\u00a0pom\u011brem 1 j\u00edzdn\u00ed kolo na 97 obyvatel. T\u00e9ho\u017e roku spole\u010dnost odhalila, \u017ee za 6 let existence projektu se na jejich kolech uskute\u010dnilo 173 milion\u016f j\u00edzd.<\/p>\n

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Transport kol V\u00e9lib‘ v Pa\u0159\u00ed\u017ei. \u00a9 Profimedia, Photononstop<\/figcaption><\/figure>\n

Ve\u00a0sv\u00e9m nejlep\u0161\u00edm obdob\u00ed nab\u00edzel V\u00e9lib\u2019 t\u00e9m\u011b\u0159 15 000 j\u00edzdn\u00edch kol na v\u00edce ne\u017e 1 200 stanic\u00edch po cel\u00e9m m\u011bst\u011b a ve 30 p\u0159edm\u011bstsk\u00fdch lokalit\u00e1ch s\u00a085 000 u\u017eivatel\u016f denn\u011b. Kola byla odoln\u00e1 a snadno ovladateln\u00e1. Po m\u011bst\u011b se nav\u00edc pohybovali mechanici, kte\u0159\u00ed po\u0161kozen\u00e9 kousky pr\u016fb\u011b\u017en\u011b d\u00e1vali zp\u011bt do poj\u00edzdn\u00e9ho stavu. M\u00edstn\u00edm byl k\u00a0dispozici syst\u00e9m p\u0159edplatn\u00e9ho a ani zahrani\u010dn\u00ed turist\u00e9 nem\u011bli probl\u00e9m slu\u017ebu vyu\u017e\u00edt. Po v\u0161ech str\u00e1nk\u00e1ch to byl \u00fasp\u011b\u0161n\u00fd projekt.<\/p>\n

Probl\u00e9my s financov\u00e1n\u00edm<\/b><\/h2>\n

O to v\u011bt\u0161\u00edm p\u0159ekvapen\u00edm pak bylo, \u017ee kdy\u017e v\u00a0roce 2017 vypr\u0161el p\u016fvodn\u00ed kontrakt, m\u011bsto si u\u017e nevybralo za provozovatele firmu JCDecaux. D\u016fvodem byla cena. Vysok\u00e1 m\u00edra kr\u00e1de\u017e\u00ed kol a vandalstv\u00ed spolu s\u00a0dal\u0161\u00edmi faktory zp\u016fsobily, \u017ee provoz tohoto projektu st\u00e1l m\u011bsto odhadovan\u00fdch 50 milion\u016f eur za rok. Nov\u00fd provozovatel jednodu\u0161e u\u010dinil m\u011bstu levn\u011bj\u0161\u00ed nab\u00eddku.<\/p>\n

Po mnoha zdr\u017een\u00edch je nov\u00fd V\u00e9lib\u2019 ji\u017e osm\u00fd m\u011bs\u00edc znovu v\u00a0provozu. Ni\u017e\u0161\u00ed provozn\u00ed n\u00e1klady v\u0161ak zp\u016fsobily dramaticky men\u0161\u00ed spokojenost u\u017eivatel\u016f. St\u011b\u017eovali si na \u0159adu probl\u00e9m\u016f od vysok\u00fdch cen, nefunk\u010dn\u00edch dokovac\u00edch stanic a\u017e po nedostatek kol samotn\u00fdch. Simon Labouret z\u00a0procyklistick\u00e9 skupiny \u201ePa\u0159\u00ed\u017e v\u00a0sedle\u201c \u0159ekl NPR: \u201eTohle je katastrofa pro cyklistiku i katastrofa pro dopravu v\u00a0Pa\u0159\u00ed\u017ei.\u201c<\/em><\/p>\n

\"\"<\/a>
Jedn\u00edm z prvn\u00edch bikesharingov\u00fdch projekt\u016f v \u010cesk\u00e9 republice byla Rekola.<\/figcaption><\/figure>\n

Tento p\u0159\u00edklad z Pa\u0159\u00ed\u017ee ilustruje hlavn\u00ed probl\u00e9m, se kter\u00fdm se v\u0161echny bikesharingov\u00e9 startupy mus\u00ed pot\u00fdkat: Jak zajistit, aby takov\u00e1 slu\u017eba vyd\u011bl\u00e1vala? Kl\u00ed\u010dem je odpov\u011b\u010f na ot\u00e1zku, jak vyv\u00e1\u017eit provozn\u00ed n\u00e1klady s\u00a0n\u00edzk\u00fdmi cenami, kter\u00e9 je nutn\u00e9 nab\u00edzet, aby slu\u017eba byla pro u\u017eivatele dostate\u010dn\u011b atraktivn\u00ed.<\/p>\n

Nefunk\u010dn\u00ed model<\/strong><\/h2>\n

V\u00a0sou\u010dasn\u00e9 dob\u011b bikesharing v\u00a0\u010d\u00ednsk\u00fdch, ale i jin\u00fdch m\u011bstech, p\u0159ipom\u00edn\u00e1 d\u017eungli. Des\u00edtky startup\u016f, kter\u00e9 zaplavuj\u00ed ulice j\u00edzdn\u00edmi koly, za jejich\u017e vyu\u017eit\u00ed si \u00fa\u010dtuj\u00ed zcela miziv\u00e9 poplatky s\u00a0vidinou, \u017ee t\u00edm vytla\u010d\u00ed konkurenci. Podle investora Jeffrey Towsona, experta na asijsk\u00e9 technologick\u00e9 trendy, v\u0161ak takov\u00fd obchodn\u00ed model fungovat nem\u016f\u017ee.<\/p>\n

Toto jsou podle n\u011bj ty nejz\u00e1va\u017en\u011bj\u0161\u00ed probl\u00e9my:<\/p>\n

\u2022 Ceny jsou tak n\u00edzk\u00e9, \u017ee tyto spole\u010dnosti negeneruj\u00ed \u017e\u00e1dn\u00fd zisk. A pokud zisk maj\u00ed, tak jeho v\u00fd\u0161e nen\u00ed dlouhodob\u011b udr\u017eiteln\u00e1 vzhledem k\u00a0cen\u011b j\u00edzdn\u00edch kol a v\u00fd\u0161i mezd zam\u011bstnanc\u016f, kte\u0159\u00ed bicykly opravuj\u00ed a hledaj\u00ed ty ztracen\u00e9.
\n\u2022 Neexistuje zde s\u00ed\u0165ov\u00fd efekt tak jako s\u00a0Uberem nebo Facebookem, kde se cena za jednoho u\u017eivatele sni\u017euje s\u00a0p\u0159ib\u00fdvaj\u00edc\u00edm po\u010dtem lid\u00ed, kte\u0159\u00ed slu\u017ebu vyu\u017e\u00edvaj\u00ed. \u201eNen\u00ed jasn\u00e9, zda v\u011bt\u0161\u00ed m\u011b\u0159\u00edtko dok\u00e1\u017ee sn\u00ed\u017eit cenovou strukturu na jednotku, a to zejm\u00e9na proto, \u017ee \u010d\u00edm v\u00edce u\u017eivatel\u016f, t\u00edm v\u00edce j\u00edzdn\u00edch kol a zam\u011bstnanc\u016f mus\u00ed provozovatel zajistit,\u201c \u0159ekl Towson.<\/p>\n

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Kola Ofo.\u00a0\u00a9 Profimedia, ChinaFotoPress<\/figcaption><\/figure>\n

Jeho anal\u00fdza je zalo\u017een\u00e1 na singapursk\u00e9m trhu, kde otev\u0159en\u00e9 prost\u0159ed\u00ed umo\u017enilo spoust\u011b firem dostat kola do ulic. D\u0159\u00edve \u010di pozd\u011bji se trh sjednot\u00ed a slu\u017ebu bude nab\u00edzet pouze mal\u00e1 skupina provozovatel\u016f, kter\u00e1 p\u0159e\u017eije v\u00e1lku o tr\u017en\u00ed pod\u00edl a nebude muset d\u00e1le dr\u017eet extr\u00e9mn\u011b n\u00edzk\u00e9 ceny. Huey Lee a Nicholas Lee v\u0161ak v \u017eurn\u00e1lu Singapore Policy Journal p\u0159ipom\u00ednaj\u00ed: \u201eZvy\u0161ov\u00e1n\u00ed cen po sjednocen\u00ed trhu nemus\u00ed b\u00fdt mo\u017en\u00e9.\u201d<\/em><\/p>\n

Existuje pro bikesharing profitabiln\u00ed budoucnost?<\/b><\/h2>\n

Huey Lee a Nicholas Lee p\u0159edkl\u00e1daj\u00ed bikesharingov\u00fdm provozovatel\u016fm t\u0159i n\u00e1vrhy, jak si mohou zajistit dodate\u010dn\u00e9 zdroje p\u0159\u00edjm\u016f tak, aby se cel\u00fd obchodn\u00ed model stal udr\u017eiteln\u00fdm:<\/p>\n

\u2022 V\u0161echny bikesharingov\u00e9 spole\u010dnosti mohou vyb\u00edrat z\u00e1lohu, kter\u00e1 by pokryla p\u0159\u00edpadn\u00e9 po\u0161kozen\u00ed nebo ztr\u00e1tu j\u00edzdn\u00edch kol. \u201eTyto finance pak mohou b\u00fdt vyu\u017eity na dal\u0161\u00ed expanzi nebo jako investice na pen\u011b\u017en\u00edch trz\u00edch, a generovat tak \u00farok,\u201c<\/em> navrhuj\u00ed.
\n\u2022 Spole\u010dnosti mohou vyu\u017e\u00edt svou z\u00e1kladnu u\u017eivatel\u016f a p\u016fj\u010dovac\u00ed syst\u00e9m pro horizont\u00e1ln\u00ed expanzi do dal\u0161\u00edch sektor\u016f sd\u00edlen\u00e9 ekonomiky, jako je doru\u010dov\u00e1n\u00ed nebo sd\u00edlen\u00ed automobil\u016f.
\n\u2022 Bikesharingov\u00e9 spole\u010dnosti mohou prod\u00e1vat nashrom\u00e1\u017ed\u011bn\u00e1 data, jako cestovn\u00ed pl\u00e1ny nebo \u00fadaje o lokalit\u011b, marketingov\u00fdm firm\u00e1m \u010di spole\u010dnostem zab\u00fdvaj\u00edc\u00edm se pr\u016fzkumy trhu. Mohou tak\u00e9 umo\u017enit spole\u010dnostem nab\u00edzet slevov\u00e9 kup\u00f3ny a propaga\u010dn\u00ed materi\u00e1ly cyklist\u016fm v\u00a0okol\u00ed jejich provozovny.\u00a0Mohou nab\u00edzet sv\u00e1 j\u00edzdn\u00ed kola jako plochu pro reklamu a ud\u011blat z\u00a0nich poj\u00edzdn\u00e9 billboardy<\/p>\n

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Kolo jako reklamn\u00ed nosi\u010d<\/strong><\/h2>\n

Posledn\u00ed zm\u00edn\u011bn\u00e1 varianta je moment\u00e1ln\u011b vyu\u017e\u00edv\u00e1n\u00ed v\u00a0Berl\u00edn\u011b. Dv\u011b velk\u00e9 spole\u010dnosti, \u0159et\u011bzec supermarket\u016f Lidl a francouzsk\u00fd poskytovatel streamovan\u00e9 hudby Deezer, poskytuj\u00ed bikesharingov\u00e9 slu\u017eby v\u00a0hlavn\u00edm m\u011bst\u011b N\u011bmecka se sv\u00fdmi logy viditeln\u011b um\u00edst\u011bn\u00fdmi na j\u00edzdn\u00edch kolech.<\/p>\n

V\u00a0tomto obchodn\u00edm modelu slu\u017eba samotn\u00e1 nen\u00ed navr\u017eena tak, aby generovala zisk, ale aby slou\u017eila pouze jako propaga\u010dn\u00ed kan\u00e1l pro hlavn\u00ed \u010dinnost provozovatele. Spokojen\u00ed cyklist\u00e9 by tedy m\u011bli sp\u00ed\u0161e zvolit pro n\u00e1kup Lidl a pro streamov\u00e1n\u00ed hudby Deezer ne\u017e vyb\u00edrat mezi jejich konkurenty.<\/p>\n

Je mo\u017en\u00e9, \u017ee spole\u010dnosti, kter\u00e9 jsou zn\u00e1m\u00e9 v\u00fdrobou \u017eiletek, \u0161ampon\u016f nebo oble\u010den\u00ed, budou v\u00a0budoucnu poskytovat bikesharing jako levn\u00fd zp\u016fsob, jak p\u0159il\u00e1kat nov\u00e9 z\u00e1kazn\u00edky. I zde v\u0161ak z\u016fst\u00e1v\u00e1 riziko, \u017ee pokud slu\u017eba nebude fungovat spr\u00e1vn\u011b, m\u016f\u017ee b\u00fdt v\u00fdsledn\u00fd efekt zcela opa\u010dn\u00fd.<\/p>\n

Bikesharing v \u010cesk\u00e9 republice<\/b><\/h2>\n

Rostouc\u00ed popularita bikesharingu je patrn\u00e1 i v\u00a0\u010cesk\u00e9 republice. Zejm\u00e9na v\u00a0Praze, kde se krom\u011b j\u00edzdn\u00edch a elektrick\u00fdch kol sna\u017e\u00ed prosadit i elektrokolob\u011b\u017eky. Celkov\u011b v\u0161ak nelze \u0159\u00edci, \u017ee by se trh ji\u017e usadil. V\u00a0posledn\u00edch letech ze hry vypadl nap\u0159\u00edklad velk\u00fd poskytovatel bikesharingu z\u00a0\u010c\u00edny Ofo<\/a>, nicm\u00e9n\u011b nov\u00fdm p\u0159\u00edr\u016fstkem jsou zm\u00edn\u011bn\u00e9 elektrokolob\u011b\u017eky Lime<\/a>, j\u00edzdn\u00ed kola od Velonet<\/a>, j\u00edzdn\u00ed kola od Homeport pod zna\u010dkou Freebike<\/a> a tak\u00e9 ned\u00e1vn\u00fd start Nextbike<\/a> v\u00a0Prost\u011bjov\u011b. St\u00e1lic\u00ed a z\u0159ejm\u011b i nejpopul\u00e1rn\u011bj\u0161\u00edm provozovatelem v\u0161ak jsou u n\u00e1s Rekola. Funguj\u00ed ji\u017e od roku 2014 a najdete je v\u00a0Praze, Brn\u011b, Olomouci, \u010cesk\u00fdch Bud\u011bjovic\u00edch, Kladn\u011b, Fr\u00fddku-M\u00edstku, Liberci, Ostrav\u011b, Mlad\u00e9 Boleslavi, P\u00edsku a Jihlav\u011b. Dlouhodob\u011b provozuj\u00ed p\u016fj\u010dov\u00e1n\u00ed kol tak\u0159ka ve v\u0161ech regionech tak\u00e9 \u010cesk\u00e9 dr\u00e1hy.<\/p>\n

https:\/\/www.instagram.com\/p\/B6vjIh2H7jH\/<\/p>\n

Ceny jsou u v\u0161ech provozovatel\u016f velmi p\u0159\u00edzniv\u00e9, pohybuj\u00ed se okolo 30\u201360 korun za hodinu vyp\u016fj\u010den\u00ed. \u0158ada z\u00a0nich tak\u00e9 nab\u00edz\u00ed ur\u010dit\u00fd \u010das z\u00e1p\u016fj\u010dky zdarma. Lze tedy p\u0159edpokl\u00e1dat, \u017ee st\u00e1le prob\u00edh\u00e1 souboj o tr\u017en\u00ed pod\u00edl. Nev\u00edme, zda n\u011bkte\u0159\u00ed z\u00a0provozovatel\u016f neprod\u00e1vaj\u00ed data o sv\u00fdch u\u017eivatel\u00edch, ale co se t\u00fdk\u00e1 ostatn\u00edch alternativn\u00edch obchodn\u00edch model\u016f, tak se zd\u00e1, \u017ee je prozat\u00edm nevyu\u017e\u00edvaj\u00ed. Z\u00e1lohy, krom\u011b \u010cesk\u00fdch drah, nevyb\u00edraj\u00ed a po ulic\u00edch se zat\u00edm p\u016fj\u010den\u00e1 kola s\u00a0logem Albert, O2 nebo \u010cesk\u00e9 spo\u0159itelny neproh\u00e1n\u011bj\u00ed. Ani Re-auta zat\u00edm nejsou na obzoru. A\u017e \u010das v\u0161ak uk\u00e1\u017ee, zda bikesharing bude v na\u0161ich podm\u00ednk\u00e1ch dlouhodob\u011b finan\u010dn\u011b udr\u017eiteln\u00fd, nebo ne.<\/p>\n","protected":false},"excerpt":{"rendered":"

V\u00a0\u010dervenci 2007 m\u011bsto Pa\u0159\u00ed\u017e zprovoznilo ambici\u00f3zn\u00ed bikesharingov\u00fd projekt, kter\u00fd zp\u0159\u00edstupnil Pa\u0159\u00ed\u017ean\u016fm i turist\u016fm za rozumn\u00e9 ceny tis\u00edce j\u00edzdn\u00edch kol po […]<\/p>\n","protected":false},"author":95,"featured_media":5218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[384,387,732,392,731,386,391,388],"global-categories":[],"class_list":["post-5212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-silnicni-cyklistika","tag-bikesharing","tag-freebike","tag-lime","tag-nextbike","tag-ofo","tag-rekola","tag-velib","tag-velonet"],"yoast_head":"\nJe bikesharing finan\u010dn\u011b udr\u017eiteln\u00fd? | \u0160koda We Love Cycling - \u010cesk\u00e1 republika<\/title>\n<meta name=\"description\" content=\"M\u011bsto Pa\u0159\u00ed\u017e v roce 2007 zprovoznilo bikesharingov\u00fd projekt. 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