Introducing Shandro van Taunay: Driving Yellowbrick’s Growth with a Focus on Innovation and Customer Experience

We had the opportunity to sit down with him in Amsterdam to delve into Yellowbrick’s position within Flowbird and discover what lies ahead for the brand under Shandro’s guidance.

Introduction
Shandro van Taunay, Mobile Business Manager, embarked on his journey at Yellowbrick as a digital marketer, aiming to expand the Business-to-Business portfolio. His passion for project management and pivotal role in laying the foundations for major product developments have now positioned him as the leader of Yellowbrick, steering the brand’s development and growth across the Benelux region. We had the opportunity to sit down with him in Amsterdam to delve into Yellowbrick’s position within Flowbird and discover what lies ahead for the brand under Shandro’s guidance.

Flowbird Group acquired Yellowbrick in June 2019, establishing Amsterdam as the headquarters for mobile parking. Flowbird has been promoting a different vision of the smart city for over 50 years. By offering flexible transportation and parking solutions in 80 countries and 4,350 cities around the world.

We asked Shandro about how the strategic objectives have evolved for Yellowbrick after the acquisition, and he reflected on the significance of this milestone for the company.

Flowbird Group
When asked about Flowbird’s role, he explained that the company is a global leader in urban mobility solutions dedicated to enhancing the quality of life in cities through innovative and sustainable technologies. “Flowbird Group offers a range of smart city solutions, including (mobile) parking management, public transportation ticketing, and urban space management, the products are designed to help cities and municipalities optimize their transportation infrastructure and promote sustainable mobility.”

Reflecting on the acquisition by Flowbird Group, Shandro says, “The acquisition was a significant milestone for our company. It provided us with the opportunity to join forces with a leading global player in urban mobility solutions, leveraging their expertise and resources to further grow and develop our brand.”

Dutch Parking Market
The conversation then shifted to the unique characteristics of the Dutch parking market compared to other Flowbird regions. Shandro highlights that ‘’the Dutch Market stands out for its open competition, fostering an environment of constant innovation among the numerous parking providers. Additionally, the management of mobile parking through a centralized system overseen by the Dutch government enables seamless access for various players, contributing to the vibrant competition.’’

He also underscores the adoption of innovative technologies such as automated enforcement and a reliable ecosystem that allows parking providers to efficiently act as mediators for municipalities. The result is a more convenient parking experience for drivers, with Yellowbrick at the forefront of providing user-friendly solutions.

Shandro took over the strategic direction of Yellowbrick after a turbulent global pandemic which completely shook the mobility market. In response to the changes brought about by the COVID-19 pandemic, he acknowledges the significant impact on parking behavior.

“Initially, there was a decline in parking as people transitioned to remote work and limited their travel to essential trips,” Shandro explained. “However, as restrictions eased and individuals sought alternative transportation options, we witnessed a shift in parking behavior. Yellowbrick responded to the evolving needs by offering convenient and contactless payment options to accommodate the increased demand for mobile parking solutions.”

Off-Street
As municipalities across the country grapple with the increasing traffic levels and aim to discourage drivers from entering city centers, a noticeable strategy has emerged: the removal of on-street parking spaces. This shift in urban planning has undoubtedly influenced Yellowbrick’s strategy, prompting the company to adapt and evolve in response to the changing landscape.

We reflect on the impact of this trend, acknowledging its significance. “The removal of on-street parking spaces in city centers has presented us with both challenges and opportunities,” he states. “At Yellowbrick, our unwavering focus has always been on providing innovative parking solutions that meet the needs of our customers, regardless of the shifting dynamics in the market.”

To adapt to the trend of reduced on-street parking, we have been actively exploring new parking options that go beyond the traditional on-street approach. For instance, we have forged partnerships to offer off-street parking alternatives in convenient locations for our customers and are aiming to expand in collaboration with municipalities and other providers.

Overall, the trend of removing on-street parking spaces presents us with both challenges and opportunities. As a company, we remain committed to developing innovative parking solutions that align with our customers’ requirements and contribute to the broader goals of sustainable mobility in the Netherlands.

EV
Yellowbrick is in the middle of a mobility transition, where not only municipalities are rethinking how to manage traffic flows to make their centers more livable, but the Dutch fleet is also undergoing rapid electrification, adding a new dynamic to an already changing landscape.

When discussing the electric vehicle (EV) transition in the Netherlands, it was expressed that Yellowbrick’s committed to supporting sustainable mobility. “We are aware of this rapid electrification and its impact,” Shandro said. “For example, Flowbird’s Parking and Charging solution, Park & Charge, seamlessly integrates parking and EV charging facilities.”

Park & Charge offers a cost-effective route for councils to develop on-and off-street EV charging capability by combining advanced charging hardware with existing parking terminals, app, and account-based payment systems. “Both EV charging and parking services can be managed through a common centralized platform.” Yellowbrick is actively exploring opportunities to bring Park & Charge to the Dutch market, providing a convenient and comprehensive experience for EV drivers.

In the conversation addressing the hurdles that the electric ecosystem must overcome before achieving widespread driver adoption, Shandro placed emphasis on several critical challenges. These included the imperative of expanding charging infrastructure, mitigating range anxiety concerns, and enhancing the affordability of electric vehicles (EVs).

Shandro acknowledged that achieving these objectives necessitates focused attention on standardizing charging infrastructure and advancing battery technology to achieve greater efficiency. By addressing these key areas, the electric ecosystem can pave the way for a smoother transition to EVs and foster increased confidence among drivers.

Vision
Yellowbrick, as a brand, has been around for over a decade and has grown from a pioneering start-up in the mobile parking space with edgy marketing campaigns to an established brand, requiring a different leadership approach. Shandro highlighted the recent rebranding initiative with the slogan “Parkeer, klik, Yellowbrick,” aimed at modernizing the brand and messaging while staying true to Yellowbrick’s core values of user-friendly technology, excellent customer service, and customer-centric product development.

“My vision for Yellowbrick’s future is to solidify our position as a trusted and innovative parking solutions provider while expanding our horizons beyond parking,” Shandro shared. “I envision Yellowbrick as a driving force in shaping sustainable and integrated urban mobility, where technology, convenience, and environmental consciousness intersect. By embracing partnerships, leveraging our expertise within Flowbird Group, and staying agile in the face of market dynamics, we are poised to achieve our vision and create a positive impact on the lives of people in cities.”

In summary, Shandro’s vision for Yellowbrick revolves around driving growth, fostering innovation, and delivering exceptional customer experiences. Through strategic partnerships, adaptation to changing market dynamics, and a focus on sustainability, Yellowbrick aims to shape the future of urban mobility while maintaining its position as a trusted and innovative parking solutions provider.