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Simplyture enters UK parking market

Danish company combines AI and cameras to manage car parks

Mark Moran
30 March 2018
Darren Burns
Darren Burns

 

A Danish technology company offering a camera-based parking management system has entered the UK market.

Simplyture has opened a London office run by country manager Darren Burns, an IT specialist with a background in the retail sector.

Simplyture was founded in Copenhagen in 2015 with the aim of reducing the complexity of commercial parking through the use of artificial intelligence (AI). It has developed Simplyture Parking Intelligence, a parking administration system that utilises automatic number plate recognition system (ANPR) to simplify parking management. 

Simplyture Parking Intelligence can accept payment via terminals, third party parking apps and online after exit.

Burns said the company is looking to offer shopping centres, hospitals and airports a digital alternative to barrier controls and a reliance on parking attendants.

“Parking is the start and end of a customer’s journey, so if you have a bad experience then you’re going to remember it,” said Burns. “This is why we are trying to remove all the obstacles. You should be able to drive into a car park and leave with the payment being done by mobile apps, in-car technologies or online when you get home.”

Simplyture says its system will improve the parking experience by reminding people when their parking time is due to expire via push notifications.

“What we’re trying to do is give a service,” said Burns. “When a customer drives in and they get two hours of free parking our service kicks in when they’ve got 15 minutes to go when they get a notification telling them: ‘Your time is almost up, but if you go to Caffé Nero and buy a coffee, or go to Wagamama, then we’ll give you an extra two hours of parking for free’.”

The parking data collected by Simplyture Parking Intelligence also enables the car park operator to build up an accurate picture of their site’s occupancy and usage. “We have built a cloud-based platform where you start to collect all this data on real-time occupancy,” said Burns. “For example, you can review what happens on Black Friday. You can also see when drivers arrive and how long they stay.”

At the Fisketorvet shopping centre in Copenhagen the system has been used to create a “frictionless” parking system that dispenses with the need for barriers, paper tickets, penalties or the need to check-in on arrival at the car park. 

Members of the Fisketorvet loyalty club have been integrated into the system so that they automatically get two extra hours of free parking. “We want to contribute to a world where digitalisation simplifies people’s lives, and where they have more time to focus on what it’s all about,” concludes Burns.

Specialist Transport Services Manager
Warrington Borough Council
Warrington
GRADE 13 (£58,797 - £63,735)
Specialist Transport Services Manager
Warrington Borough Council
Warrington
GRADE 13 (£58,797 - £63,735)
Specialist Transport Services Manager
Warrington Borough Council
Warrington
GRADE 13 (£58,797 - £63,735)
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