A B-station goes up in Denver. Credit: B-Cycle
A new bike-sharing program, B-Cycle, will launch in Denver, Colorado, managed by the newly formed nonprofit Denver Bike Sharing.
Remember our discussion about Spimes, a technological infrastructure (proposed by Bruce Sterling) that would give each object a memory and a connection to other objects?
Well, each of the 500 B-Cycles that will be placed at 50 B-stations throughout the city is another step towards Sterling's shareable vision:
B-cycle relies on the integration of hardware and software to keep track of members and bikes, and all the interactions between users and bikes. Proprietary GPS (global positioning system) and RFID (radio frequency identification) technologies make it possible for bike sharing to be so smart that it is simple for users. All rides are tracked by the system and associated with members.
Moreover, each bicycle tracks mileage, calories burned, and amount of carbon offset--and each user is able to montior their own fitness and see their contributions to the city's sustainability on the B-Cycle website. The site also includes a "Who Wants It More" tracking map, which will reveal patterns of demand throughout the country. Here's a little video about B-Cycle and the reasons why bikesharing is a good idea:
Thanks to Creativity Online.
Wow, that's the best argument for bikesharing I've seen. What makes it cool is its crossover appeal. Sure, it speaks to green people, but this is a bikesharing infomercial targeted at a car loving nation.
Doesn't knock cars so much as say why they aren't offering the same value as they used to, and that bikes now offer what cars used to, and more - freedom, the joy of movement, and health.
Some important marketing lessons here:
-to scale a shareable innovation, shape the message for people outside of early adopter community (they'll be on board anyway)
-don't totally trash existing practices because you'll insult the people you're trying to sell to.
-use the same reasons why people do the old thing to make the argument for the new thing, while pointing out the new does it better