The world of mobility is changing rapidly, and with it, the needs of parking management require an innovative approach. Over the years, HUB Parking has always been at the forefront of designing cutting-edge solutions to simplify and enhance the parking experience for operators working in different industries, each with its own specific requirements, as well as for end users.
Today, we speak with Sara Fiorini, Product Marketing Manager at HUB Parking Technology, who will walk us through the creation process of the Digital Portfolio and the evolution of the company's digital services.
Hi Sara. First of all, what is the Digital Portfolio?
Sara Fiorini: The Digital Portfolio is the result of HUB's commitment to creating a tailored digital offering over the years. It is not just a collection of digital solutions but a truly integrated ecosystem within our JMS management system - a web-based platform designed to optimise parking management in every aspect and meet the specific requirements of different businesses while allowing for future expansions.
What was the main driving force behind this change?
Sara Fiorini: Over the years, HUB Parking has developed various solutions to address the needs of an ever-evolving market. The evolution of driver habits and the emergence of new standards driven by smart mobility have compelled us to create digital solutions that take into account the increasingly complex requirements of parking operators, businesses, and drivers.
Additionally, we have always been committed to offering customised solutions for each parking facility or specific business category, such as hospitals, hotels, shopping centres, and more. This allows us to address highly specific needs and find a tailored solution for any sector request.
What process did you follow to define your core pillars?
Sara Fiorini: Our starting point was a deep analysis of the needs of parking operators: greater flexibility, more automation, and fewer obstacles in access and payment processes. From this understanding, it became clear that we needed to provide a comprehensive set of solutions to make operations more connected and intelligent. We realised that offering standalone tools tailored to a single category of users or a single need was not enough; a broader, structured approach was essential. This process led us to identify five key pillars that represent the strategic areas of parking management and now make up the Digital Portfolio.
Can you give us an overview of these pillars?
Sara Fiorini: Of course.
The premise is that Digital Services helps the operator to establish a direct digital relationship with its customers providing seamless and user-friendly experiences. Digital services enable parking operators to efficiently transfer operations to business customers or end users, reducing operational costs through automation, streamlined processes, and enhanced customer self-service options.
The Self-Service & Account Management platform enables users and businesses to manage their subscriptions and accounts. This platform includes different digital services. On one side the Subscriptions account management allows operator of vertical such as Railway and Bus Stations or Colleges and Universities, to manage various types of recurring access credentials, allowing end users to independently manage their parking or mobility subscriptions and make payments securely and conveniently through online portals: web page or app.
On the other side, Business Account Management provides an online platform that allows business customers, such as Airports or Venue area, to manage their fleets and employees through an intuitive portal, while ensuring compliance with the parking regulations set by the parking owners.
The Digital Portfolio integrates into people’s daily lives, particularly in situations that require greater flexibility, such as planning a trip by car using Marinas, Ski Area, or City Centres car parks. We have designed solutions that allow users to book a parking spot in advance, avoiding the stress of searching for parking, while operators can maintain a more controlled environment and predict space occupancy. This entire process is covered by the Pre-Booking Platform. Additionally, modern parking facilities need to offer diverse payment options to stay competitive. Our Mobile Payment Solutions make transactions faster and more secure, eliminating queues and the need for cash, enhancing the user experience and minimising the operational efforts.
One of the goals of the Digital Portfolio is also to refine services tailored to merchants, providing an intuitive, easily integrated system for offering digital validations and discounts to customers. Through the Web Validation Platform, merchants can enhance customer loyalty and personalise their offers. This solution is ideal for Shopping Mall, Cinemas, Theatre and Entertainments park.
Another key solution is the Guest Parking Platform, designed for Hotels, Conference Centres, and other hospitality venues, that with its dedicated UI without depending on third parties, offers a streamlined parking experience for both guests, parking operators and front-desk administrators.
These pillars enable us to meet all industry needs while maintaining a global vision that continues to evolve.
Why should parking operators adopt the Digital Portfolio solutions?
Sara Fiorini: There are multiple advantages.
The first is undoubtedly operational optimisation - with an integrated digital ecosystem, operators can manage parking more efficiently, reducing management costs and improving service usability. Furthermore, the modularity of the Digital Portfolio allows operators to tailor solutions to their specific needs without overhauling their existing infrastructure.
Another crucial aspect is real-time data access - the Digital Portfolio provides advanced analytical tools that help operators make more informed decisions, anticipate demand, and maximise revenue.
Finally, there is the issue of user experience - offering a seamless, uninterrupted service enhances customer satisfaction and increases loyalty.
An important point is that every Digital Service is tailored to user needs. Depending on the service, this can include the parking operator managing the unified back office for all services, non-parking users such as business customers, merchants, front desk administrators, or end users. Moreover, the Digital Services and JMS, HUB Parking Management Systems, offer parking owners and operators a unique console to manage, configure, and monitor the entire system, as well as the activities of external users.
To complete the picture, it is also important to highlight that all our solutions are available in a white-label version, enabling businesses to customise the booking interface, reinforce their brand identity, and boost customer trust.
Conclusion
Ultimately, our goal is to continuously enhance the parking experience, both for those managing the facilities and for those using them daily.
The Digital Portfolio by HUB Parking is the result of years of research and development - an ongoing evolution aimed at making urban mobility more efficient and frictionless. Through the integration of advanced technologies, HUB Parking today offers an innovative, modular, and scalable management system, ready to meet and anticipate the challenges of the future of mobility.
