{"id":6487,"date":"2019-03-12T09:45:58","date_gmt":"2019-03-12T08:45:58","guid":{"rendered":"https:\/\/www.welovecycling.com\/sk\/?p=6487"},"modified":"2023-04-18T12:36:52","modified_gmt":"2023-04-18T10:36:52","slug":"je-bike-sharing-financne-udrzatelny","status":"publish","type":"post","link":"https:\/\/www.welovecycling.com\/sk\/2019\/03\/12\/je-bike-sharing-financne-udrzatelny\/","title":{"rendered":"Je bike-sharing finan\u010dne udr\u017eate\u013en\u00fd?"},"content":{"rendered":"<p><strong>V j\u00fali 2007 metropola Franc\u00fazska, Par\u00ed\u017e, spustila ambici\u00f3zny projekt bike-sharing-u, ktor\u00fd poskytoval Par\u00ed\u017eanom, ako aj n\u00e1v\u0161tevn\u00edkom mesta, pr\u00edstup k tis\u00edcke dvojkolesov\u00fdch pomocn\u00edkov naprie\u010d mestom za rozumn\u00fa cenu. Dokonca, ak ste bicykel vr\u00e1tili do pol hodiny, bola t\u00e1to slu\u017eba bezplatn\u00e1.<\/strong><!--more--><\/p>\n<p>V mnoh\u00fdch aspektoch bol tento projekt priekopn\u00edcky, najm\u00e4 z ekonomick\u00e9ho poh\u013eadu. Bike-sharing fungoval pod hlavi\u010dkou franc\u00fazskej reklamnej agent\u00fary, zn\u00e1mej aj na Slovensku, <strong>JCDecaux<\/strong>. T\u00e1 mala 10-ro\u010dn\u00fd kontrakt s mestom Par\u00ed\u017e. Medzi ich v\u00fddavky spadal po\u010diato\u010dn\u00fd sp\u00fa\u0161\u0165ac\u00ed vklad spolo\u010dne s platmi vy\u0161e 300 zamestnancov s pln\u00fdm pracovn\u00fdm \u00fav\u00e4zkom, ktor\u00ed udr\u017eiavali chod slu\u017eby alebo sa starali o dobr\u00fd technick\u00fd stav bicyklov. V\u00fdmenou za to dostala t\u00e1to firma jedine\u010dn\u00e9 povolenie spravova\u0165 vy\u0161e 1 600 billboardov, ktor\u00e9 vlastn\u00ed mesto Par\u00ed\u017e.<\/p>\n<p>V kr\u00e1tkej dobe sa tento par\u00ed\u017esky bike-sharing stal svetovo najv\u00e4\u010d\u0161\u00edm (odhliadnuc od \u010c\u00edny) v po\u010dte dostupn\u00fdch bicyklov. Pod\u013ea \u0161tatist\u00edk z j\u00fala 2013, bolo mo\u017en\u00e9 ozna\u010di\u0165 t\u00fato slu\u017ebu za najv\u00e4\u010d\u0161\u00ed prienik na trhu, \u010doho d\u00f4kazom je aj pomer bicyklov k obyvate\u013eom mesta, konkr\u00e9tne ku ka\u017ed\u00e9mu bicyklu prisl\u00fachalo 97 obyvate\u013eov. Tento rok spolo\u010dnos\u0165 ozn\u00e1mila, \u017ee za posledn\u00fdch 6 rokov prev\u00e1dzky, sa v\u010faka ich bicyklom vykonalo vy\u0161e 173 mili\u00f3nov j\u00e1zd.<\/p>\n<figure id=\"attachment_6488\" aria-describedby=\"caption-attachment-6488\" style=\"width: 1250px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2019\/03\/Velib-Bikesharing-Paris-profimedia-0354555281.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6488\" src=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2019\/03\/Velib-Bikesharing-Paris-profimedia-0354555281.jpg\" alt=\"\" width=\"1250\" height=\"833\" \/><\/a><figcaption id=\"caption-attachment-6488\" class=\"wp-caption-text\">Prevoz Velib bicyklov. \u00a9 Profimedia, Photononstop<\/figcaption><\/figure>\n<p>Pri \u00faplnom vyu\u017eit\u00ed svojich kapac\u00edt, dok\u00e1zal Velib syst\u00e9m pon\u00faknu\u0165 skoro 15 000 bicyklov na viac ako 1 200 stanovi\u0161tiach, rozmiestnen\u00fdch v celom meste, ako aj v 30 predmestsk\u00fdch komunit\u00e1ch. Denne tak boli vyu\u017e\u00edvan\u00e9 a\u017e 85 000 cyklistami. Kon\u0161trukcia bicyklov bola robustn\u00e1 a \u013eahko udr\u017eiavate\u013en\u00e1. Oprava po\u0161koden\u00fdch kusov bola relat\u00edvne r\u00fdchla. Potrebn\u00e9 inform\u00e1cie boli priamo dostupn\u00e9 pre miestnych obyvate\u013eov, a zahrani\u010dn\u00ed turisti vo v\u0161eobecnosti hodnotili t\u00fato slu\u017ebu pozit\u00edvne. Bol to <strong>\u00faspech takmer vo v\u0161etk\u00fdch aspektoch<\/strong>.<\/p>\n<p>Preto bolo prekvapen\u00edm, ke\u010f po vypr\u0161an\u00ed zmluvy v roku 2017 a n\u00e1slednom vyhl\u00e1sen\u00ed konkurzu o nasleduj\u00faceho sprostredkovate\u013ea bikesharing-u, mesto nevybralo op\u00e4tovne firmu JCDecaux. D\u00f4vodom bola (ako inak) cena. Vysok\u00e1 \u00farove\u0148 zlodejov bicyklov, ako aj vandalizmus spojen\u00fd s podobn\u00fdmi faktormi, viedol k nav\u00fd\u0161eniu ro\u010dn\u00fdch v\u00fddavkov mesta na pribli\u017ene 50 mili\u00f3nov \u20ac. Nov\u00e1 firma jednoducho pon\u00fakla mestu ni\u017e\u0161iu cenu.<\/p>\n<p>Po viacer\u00fdch oneskoreniach nov\u00e1 slu\u017eba Velib sl\u00fa\u017ei \u013eu\u010fom pribli\u017ene 8 mesiacov. A ak m\u00e1me veri\u0165 koment\u00e1rom pou\u017e\u00edvate\u013eov, ni\u017e\u0161ie n\u00e1klady na fungovanie bike-sharingu viedli k drastick\u00e9mu poklesu spokojnosti u\u017e\u00edvate\u013eov. <strong>S\u0165a\u017enosti sa t\u00fdkali vysok\u00fdch poplatkov, nefunk\u010dnosti dokovac\u00edch stan\u00edc a zn\u00ed\u017eenia po\u010dtu bicyklov<\/strong>. <strong>Simon Labouret<\/strong>, \u010dlen cyklistickej advok\u00e1tskej skupiny Paris in the Saddle (Par\u00ed\u017e v sedle), povedal pre NPR: <em>\u201eBola to katastrofa pre cyklistiku a mobilitu v Par\u00ed\u017ei.\u201c<\/em><\/p>\n<figure id=\"attachment_5718\" aria-describedby=\"caption-attachment-5718\" style=\"width: 1000px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2018\/12\/Rekola-BikeSharing.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5718 size-full\" src=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2018\/12\/Rekola-BikeSharing.jpg\" alt=\"\" width=\"1000\" height=\"667\" \/><\/a><figcaption id=\"caption-attachment-5718\" class=\"wp-caption-text\">Symbolicky ru\u017eov\u00e9 bicykle firmy Rekola je mo\u017en\u00e9 spozorova\u0165 po\u010das tepl\u00fdch mesiacov v celej Prahe.<\/figcaption><\/figure>\n<p>Par\u00ed\u017eska sk\u00fasenos\u0165 ilustrovala hlavn\u00fd probl\u00e9m spojen\u00fd s vytvoren\u00edm bike-sharingu: Ako na tom zarobi\u0165? Komplik\u00e1cia spo\u010d\u00edva v spr\u00e1vnom nastaven\u00ed v\u00fddavkov v podobe prev\u00e1dzkov\u00fdch n\u00e1kladov, s n\u00edzkymi cenami za tieto slu\u017eby, \u010d\u00edm sa zv\u00fd\u0161i z\u00e1ujem o ich vyu\u017e\u00edvanie.<\/p>\n<p>V s\u00fa\u010dasnosti bike-sharing v \u010c\u00edne a in\u00fdch mest\u00e1ch pripom\u00edna d\u017eung\u013eu. Desiatky novo za\u010d\u00ednaj\u00facich podnikate\u013eov zaplavuj\u00fa trh s bicyklami s cenami bl\u00edzkymi nule, \u010d\u00edm chc\u00fa dosiahnu\u0165 por\u00e1\u017eku konkurencie a z\u00edska\u0165 tak ist\u00fd podiel na tomto lukrat\u00edvnom trhu. Av\u0161ak, ako tvrd\u00ed investor Jeffrey Towson, expert na technologick\u00e9 trendy v \u00c1zii, tento podnikate\u013esk\u00fd model nie je \u0161tart\u00e9r.<\/p>\n<p><strong>Medzi mnoh\u00fdmi probl\u00e9mami, ktor\u00e9 cituje, s\u00fa najhlavnej\u0161ie tieto:<\/strong><\/p>\n<ul>\n<li>Ceny s\u00fa tak n\u00edzke, \u017ee firmy bu\u010f nevytv\u00e1raj\u00fa \u017eiaden zisk alebo ak aj \u00e1no, je zanedbate\u013en\u00fd do takej miery, aby bol proces udr\u017eate\u013en\u00fd, najm\u00e4 vzh\u013eadom na cenu ka\u017ed\u00e9ho jedn\u00e9ho bicykla a sumy, ktor\u00fa je potrebn\u00e9 investova\u0165 do v\u00fdplat zamestnancov, opr\u00e1v bicyklov a h\u013eadania bicyklov mimo dokovac\u00edch stan\u00edc \u010di do n\u00e1hrady t\u00fdch, ktor\u00e9 boli odcudzen\u00e9.<\/li>\n<li>V tomto odvetv\u00ed bike-sharing-u neexistuje tzv. \u201esie\u0165ov\u00fd efekt\u201c, ako je tomu pri slu\u017ebe Uber \u010di Facebook-u, kde s ka\u017ed\u00fdm prib\u00fadaj\u00facim u\u017e\u00edvate\u013eom kles\u00e1 priemern\u00fd n\u00e1klad na ka\u017ed\u00e9ho z nich. <em>\u201eNie je jasn\u00e9, \u010di (v\u00e4\u010d\u0161\u00ed po\u010det z\u00e1kazn\u00edkov) vytvor\u00ed ni\u017e\u0161ie n\u00e1klady na jednotku,\u201c<\/em> povedal <strong>Towson<\/strong>, ak len z d\u00f4vodu zv\u00fd\u0161enia po\u010dtu u\u017e\u00edvate\u013eov slu\u017eby, podnikate\u013e dod\u00e1 viac nov\u00fdch bicyklov a zamestn\u00e1 viac pracovn\u00edkov.<\/li>\n<\/ul>\n<figure id=\"attachment_6489\" aria-describedby=\"caption-attachment-6489\" style=\"width: 1800px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2019\/03\/profimedia-0359107805.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6489\" src=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2019\/03\/profimedia-0359107805.jpg\" alt=\"\" width=\"1800\" height=\"1200\" \/><\/a><figcaption id=\"caption-attachment-6489\" class=\"wp-caption-text\">Tis\u00edce zdie\u013ean\u00fdch bicyklov firmy Ofo, ktor\u00e9 potrebuj\u00fa opravu alebo o\u010distu, bolo umiestnen\u00fdch na perif\u00e9riu naz\u00fdvan\u00fa Xiangyang.\u00a0\u00a9 Profimedia, ChinaFotoPress<\/figcaption><\/figure>\n<p>Jeho anal\u00fdza je zalo\u017een\u00e1 na jedinom trhu, v Singapure, kde v\u010faka free-for-all viacer\u00e9 firmy pon\u00fakali svoje slu\u017eby. Nakoniec, trh sa s\u00e1m skonsoliduje \u2013 tzn. tie firmy, ktor\u00e9 vytrvaj\u00fa v tomto nehostinnom boji, bud\u00fa m\u00f4c\u0165 pon\u00faka\u0165 bikesharing za rozumnej\u0161ie ceny, ktor\u00e9 ich nebud\u00fa musie\u0165 zruinova\u0165. Ale, ako <strong>Huey Lee<\/strong> a <strong>Nicholas Lee<\/strong> zd\u00f4raz\u0148uj\u00fa v Singapore Policy Journal &#8211; <em>\u201eZvy\u0161ovanie cien po stabilizovan\u00ed trhu nemus\u00ed by\u0165 perspekt\u00edvne.\u201c<\/em><\/p>\n<p><strong>Pon\u00fakaj\u00fa teda 3 rady pre firmy p\u00f4sobiace na trhu zdie\u013eania bicyklov, v\u010faka ktor\u00fdm by mali n\u00e1js\u0165 dodato\u010dn\u00e9 pr\u00edjmy, umo\u017e\u0148uj\u00face im udr\u017ea\u0165 sa v zelen\u00fdch \u010d\u00edslach:<\/strong><\/p>\n<ul>\n<li>V\u0161etci bike-sharing prev\u00e1dzkovatelia si vytv\u00e1raj\u00fa depozit, z ktor\u00e9ho m\u00f4\u017eu pokr\u00fdva\u0165 potencion\u00e1lne \u0161kody alebo straty bicyklov. <em>\u201eToto m\u00f4\u017ee by\u0165 jednoducho presmerovan\u00e9 do dodato\u010dn\u00e9ho rastu alebo usmernen\u00e9 na pe\u0148a\u017en\u00e9 trhy a in\u00e9 invest\u00edcie, z ktor\u00fdch sa aj z tohto depozitu d\u00e1 z\u00edska\u0165 slu\u0161n\u00e1 prov\u00edzia.\u201c<\/em><\/li>\n<li>Firmy m\u00f4\u017eu pozmeni\u0165 zlo\u017eenie ich u\u017e\u00edvate\u013eskej z\u00e1kladne a syst\u00e9mu pren\u00e1jmov formou horizont\u00e1lnej expanzie do in\u00fdch sektorov tejto \u201ezdie\u013eanej\u201c ekon\u00f3mie, ak\u00fdmi s\u00fa don\u00e1\u0161kov\u00e9 slu\u017eby \u010di zdie\u013eanie \u00e1ut.<\/li>\n<li>Bike-sharing prev\u00e1dzkovatelia by mali sk\u00fasi\u0165 preda\u0165 z\u00edskan\u00e9 d\u00e1ta \u2013 napr\u00edklad vzory prepravovania sa, d\u00e1ta o pohyboch \u2013 pre reklamn\u00e9 alebo trhov\u00e9 v\u00fdskumn\u00e9 firmy alebo umo\u017eni\u0165 im pon\u00faka\u0165 kup\u00f3ny \u010di z\u013eavy cyklistom v bl\u00edzkom okol\u00ed ich p\u00f4sobenia.<\/li>\n<li>Firmy by mohli vyu\u017ei\u0165 ich bicykle ako reklamn\u00e9 platformy, predajn\u00fd reklamn\u00fd priestor na dvoch koles\u00e1ch \u2013 premeni\u0165 bicykle na <strong>\u201ebillboardy na koles\u00e1ch\u201c<\/strong>.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2019\/03\/Deezer-bicycle.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6490\" src=\"https:\/\/d2p6e6u75xmxt8.cloudfront.net\/4\/2019\/03\/Deezer-bicycle.jpg\" alt=\"\" width=\"1024\" height=\"681\" \/><\/a><\/p>\n<p>Obdoba poslednej rady je v s\u00fa\u010dasnosti pou\u017e\u00edvan\u00e1 v Berl\u00edne. Najmenej dve najv\u00e4\u010d\u0161ie spolo\u010dnosti, re\u0165azec supermarketov Lidl a franc\u00fazsky hudobn\u00fd poskytovate\u013e, Deezer, pon\u00fakaj\u00fa bike-sharing slu\u017eby v hlavnom meste Nemecka, zatia\u013e \u010do ich bicykle hrdo nes\u00fa ich log\u00e1.<\/p>\n<p>V tomto podnikate\u013eskom modeli nie je prim\u00e1rnym cie\u013eom (ako sa zd\u00e1) vytv\u00e1ra\u0165 zisk. Jednoducho ide o to robi\u0165 reklamu prim\u00e1rnemu zameraniu danej firmy. D\u00fafaj\u00fa, \u017ee spokojn\u00ed u\u017e\u00edvatelia ich bike-sharing slu\u017eieb sa nechaj\u00fa zl\u00e1ka\u0165 na n\u00e1kup v obchode Lidl, alebo pou\u017e\u00edva\u0165 hudbu od Deezer, pred obr\u00e1ten\u00edm sa na ich konkurenciu.<\/p>\n<p>M\u00f4\u017ee to by\u0165 tak, \u017ee v bud\u00facnosti mnoh\u00e9 spolo\u010dnosti zn\u00e1me pre ich v\u00fdrobky, napr\u00edklad \u017eiletky, \u0161amp\u00f3n alebo oble\u010denie, bud\u00fa pon\u00faka\u0165 bike-sharing ako nen\u00e1kladn\u00fd sp\u00f4sob pril\u00e1kania nov\u00fdch z\u00e1kazn\u00edkov. Risk je v\u0161ak v tom, \u017ee ak t\u00e1to slu\u017eba nefunguje dobre, spustenie zdie\u013eania bicyklov by mohlo ma\u0165 opa\u010dn\u00fd efekt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V j\u00fali 2007 metropola Franc\u00fazska, Par\u00ed\u017e, spustila ambici\u00f3zny projekt bike-sharing-u, ktor\u00fd poskytoval Par\u00ed\u017eanom, ako aj n\u00e1v\u0161tevn\u00edkom mesta, pr\u00edstup k tis\u00edcke [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":6492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[604],"tags":[818,771,62,817,524,275,115,487,306,525,596,627,725,523,527,819],"global-categories":[],"class_list":["post-6487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-urban-cyklistika","tag-arboria-bike","tag-arriva-bike","tag-bezpecnost","tag-bikekia","tag-bikesharing","tag-cesta","tag-cestna-cyklistika","tag-cestny-bicykel","tag-francuzsko","tag-mesto","tag-mestsky-bicykel","tag-mobilita","tag-reklama","tag-slovensko","tag-slovnaft-bajk","tag-zeleny-bicykel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Je bike-sharing finan\u010dne udr\u017eate\u013en\u00fd? 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