COMMERCIAL ASSET MANAGEMENT (CAM) FOR A MAJOR GCC PUBLIC TRANSPORTATION SYSTEM
This project entailed a comprehensive approach to Commercial Asset Management (CAM) for a major public transportation system in the GCC region. Our primary objective was to maximise the commercial value of the transportation system’s assets and create sustainable revenue streams, thereby fostering financial self-sufficiency for the system.
To commence, we conducted a thorough inventory and assessment of the transportation system’s assets, including physical infrastructure, operational systems, and intangible assets. Each asset was evaluated for its potential commercial viability and the potential risks and challenges associated with its monetization.
We then developed a strategic CAM plan that included initiatives such as naming rights, advertising, retail development, telecom services, and leveraging other commercial opportunities. This involved not only identifying potential commercial partners and negotiating terms, but also managing the ongoing relationships to ensure the long-term success of each initiative.
For instance, we successfully commercialised station naming rights, resulting in a significant revenue boost while enhancing the system’s brand visibility. Similarly, we managed the installation of retail outlets within the stations, creating vibrant commercial spaces that enhanced passenger experience and generated additional revenue.
The project also involved managing the regulatory and stakeholder engagement processes, ensuring alignment with the transportation system’s operational requirements and the broader public interest.
This case study delves into the intricacies of managing commercial assets within a public transportation system, highlighting the strategic approaches taken, the challenges encountered, and the key achievements realised, thereby providing insights into effective commercial asset management in the public transit sector.
RISE TEAM OF EXPERTS MANAGED TO
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Develop inventory report based on initial evaluation, including all the network commercial assets.
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Develop the management, technical, & operational methodology policy.
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Prepare the commercial asset management policies.
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Prepare the procedures & frameworks for the risk & crisis management.
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Prepare the methodology of reporting and revenue management with approved business models.
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Prepare the procedures & work models for quality management.
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Prepare the formation of a permanent asset management team & the team’s work mechanism.
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Prepare the policies & instructions for retail fit-out.
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Prepare the operational & governance model for the Commercial Asset Management Team “Commercial Asset Management Committee”.
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Prepare the commercial operational procedures policy or policies.
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Prepare the organizational procedures for the initial technical & operational framework of the project revenue generating initiatives.
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Prepare the information systems programs for managing commercial assets.
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Develop the completion reports to support, implement and manage the knowledge transfer of the ongoing management team.
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Manage the communication service providers in addition to managing all the project existing commercial programs.
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Prepare the performance and revenue management reports as per the approved business models.
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Oversee all the commercial asset management activities throughout the duration of the project.
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