MOBILITY MANAGEMENT
Fiona Blackley
MMM Group, Edinburgh
ACT Canada Summit, Calgary
30th October 2013
2
IMAGINE IF….
I don’t need to
own a car to get
to work or collect
my groceries
I have one
smart device to
pay for
everything
I receive a single
bill for all my
travel
I can book
premium
services if I
need or want
them
I feel like a
valued transit
customer
3
IMAGINE IF….
Transport
authorities had
tool for
incentivising
behaviour change
There were new
ways to maximize the
benefits of our
infrastructure
investment
Transport
authorities
knew why each
passenger was
travelling
Transport could
directly benefit
social, health
and education
objectives
Authorities could
balance travel
demand across
the system
4
CITIES AND MOBILITY
5
2006 SURVEY OF MEGACITY OFFICIALS & INFLUENCERS
TRANSPORT IS THE MAJOR DRIVER OF CITY COMPETITIVENESS
(Latin America 21%)
(India / China 11%)
(Africa 13%)
(Latin America 21%)
(Africa 13%)
(Asia 9% and Latin America 8%)
(India/China 12% and Africa 10%)
(India/China 12% and Latin America 6%)
Importance for Economic Attractiveness
Unprompted Percentages (n=522 in 25 cities)
6
FROM TRENDS TO REQUIREMENTS
Trends
Influencers
 Globalisation
Needs

 Urbanisation

 Land

Use

 Ageing
 Workforce Participation
 Smaller
Households
 Affluence
 Consumer
Culture
 Motorisation
 Congestion
 ICT
Complex Trips


Consumer


Congestion

Enabling Technology

Government Policy



Awareness

Spend
Availability
 Governance


 Environmental
 Infrastructure



Personalised Options
Informed Decisions
Simple
Mode Neutral
Inform & Communicate
Personal Connectivity
Physical & Virtual
Integration
Coordinated Transfer
“Zero-Wait State”
Trusted Services
Perceived Value
Transparent Value
Proposition
Payment Mechanism
Attractive Mobility
Package
Requirements

User Focused

Seamless

Valued
7
THE JOURNEY TO MOBILITY MANAGEMENT
Complete Mobility
Future end-state for a city’s transport system which would enable it
to remain economically competitive in a global marketplace
Transport Retail Model
Applies techniques commonly used by large retailers, with their focus
on personalized services, customer loyalty and yield optimization
Mobility Management
Future mobility products and services built on lifestyle needs, often
via user facing technology, to deliver real value
8
DEFINING MOBILITY MANAGEMENT
9
WHAT IS MOBILITY MANAGEMENT?
Aggregates the complete transport offer within a city
•
by delivering personalized, customer-oriented services
•
by integrating transport with user lifestyle needs
10
WHAT DOES IT DO?
User Needs
System Needs
11
PIECING IT ALL TOGETHER
12
TECHNOLOGY IS AN ENABLER
Technological advances make Mobility Management possible
Mobility Management uses technology to:
• gain insight and understand users
• provide tailored services and solutions to customers
13
WHY IS IT IMPORTANT?
Inescapable
global
megatrends
Transport is a
means to an
end, not an end
in itself
New revenue
streams & cost
effective
spending
Make best use
of existing
assets
Strategic
transport policy
goals (e.g. TDM)
Support nontransport
objectives (e.g.
health)
14
WHAT DOES IT MEAN FOR AN INDIVIDUAL?
Incentivises
individuals
to
make
economically rational & personally optimal
mobility decisions on a day-to-day basis
and at key life-change points such as
moving home
Helps people to select the right mode for
the right trip at the right time
Makes life easier!
15
WHAT DOES IT MEAN FOR COMMUNITIES?
Promotes Liveable Communities
where people want to live, work,
study, visit and play
Stimulates
Transit
Oriented
Development where the most
desirable properties are located
closest
to
sustainable
transportation links
Prioritises the development of active transportation networks
through the design of Complete Streets
16
WHAT DOES IT MEAN FOR TRANSPORTATION AUTHORITIES?
Requires transportation authorities to adopt a new role as an
aggregator of mobility services, ensuring value and
personalization to the user.
Over the long-term, this requires a shift in culture and modus
operandi for transportation authorities:
Top-Down
Service
Deliverer
Mobility
Enabler
17
MOBILITY MANAGEMENT APPROACH
18
UNDERSTANDING THE USERS
IT’S NOT ABOUT THE BUSES/BIKES/CARS/PATHS…
…IT IS ABOUT THE USERS
•
Understand customer needs,
fears, motivations &
experiences
•
Need to know where they go,
when and why
•
Transport is a facilitator for
individual’s lifestyles
19
THE USER ENGAGEMENT PATHWAY
Identify
Capture
Influence
Manage
WITHOUT A MOBILITY MANAGEMENT APPROACH,
WOULD YOU KNOW….
…that Anne only drives
to work because she
hates waiting for the
bus in the rain?
…that Pete would travel
off-peak if he got a 2 for
1 offer at Timmies?
…that Greg gets off the
bus early so that he
walks further to gain
some exercise?
…that Sarah enjoys
meeting her friend
Joanne and chatting on
the train?
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MOBILITY DESIGN METHODOLOGY
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MMM MOBILITY MANAGEMENT METHODOLOGY
Consider how services can be designed differently
•
We don’t just describe existing
problems
•
We tackle current and future
problems
•
We design solutions to address
real user lifestyle needs
23
USING DESIGN TECHNIQUES
Product Design
Service Design
Mobility Management applies Service Design techniques
to Transportation
24
MOBILITY MANAGEMENT
EXAMPLES
25
2 LEVELS OF MOBILITY MANAGEMENT PROJECTS
OVERARCHING MOBILITY MANAGEMENT
SYSTEM
INDIVIDUAL MOBILITY MANAGEMENT PRODUCTS
26
REGIONAL TRANSPORT AUTHORITY STRATEGIES
South East Queensland, Australia
Vancouver, Canada
How can Mobility Management support their regional
transportation strategy?
27
EN-ROUTE
HYPER-LOCAL MEDIA COMPETITION
The Challenge:
■
Better connect bus users with the
communities they travel through
The Product:
■
■
Smartphone
app
to
provide
targeted community news, local
information and retail offers along
public transport routes
http://youtu.be/7mkRqdb2Iuo
Use people’s corridors of movement to promote greater social interaction
Key Benefit:
■
Economic growth for local businesses and increased participation in
community events and activities
28
OPEN OXFORD
CITY CENTRE REVITALIZATION INITIATIVE
The Challenge:
■
Restore retail activity and spend by spreading
the ‘Open for Business’ message
The Product:
■
City-based
residents
membership
■
Incentivizes travel
movement peaks
■
Retail loyalty and entitlements for members
mode
smartcard
to
align
for
with
Key Benefit:
■
Revitalizes city centre core to better compete
for retail spend with other nearby towns
29
CAR FREEDOM
KEEPING SENIORS CONNECTED
The Challenge:
■
Support seniors thinking about giving up their car
The Product:
■
Membership module for car “giver-uppers”
■
Discounted mobility options for members including
taxis, paratransit & car share
■
Travel planning and reporting on activities undertaken
■
Single monthly invoice for travel by all modes
Key Benefit:
■
Simple tool to facilitate continued
interaction for those without a private car
community
30
WALK ABOUT
WALKING APP FOR NHS LONDON
The Challenge:
■
Change behaviour to reduce the impact of obesity
The Product:
■
Smartphone app to prompt & maintain behaviour
change
■
‘Nudge’ public transport users to extend their walking
activity
■
Integrated with real-time public transport service
information systems
Key Benefit:
■
Easily fits additional walking into daily commuting
activity by exploiting underused time
Thank you!
MMM Group
3 Hill Street
Edinburgh, EH2 3JP, UK
t: +44 (0)131 226 1045