OUR SPONSORS

Fiona BlackleyMMM Group, Edinburgh

Shared Mobility and Transit2013 CSA Conference, TorontoTuesday 17th September 2013

Developments in CarSharing Markets: What is Possible?

WHAT IS POSSIBLE?

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I always feel like a valued

customer

I receive a single bill for all of my

travel

I have one device that

pays for everything

I don’t need to own a car to get to work or collect

my groceries

I can book premium or on-demand services if I need them

IMAGINE IF….

IMAGINE IF….

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Transport providers knew

why each customer was

travellingTransport

providers had effective tools for

incentivising behaviour change

Authorities could balance travel

demand across the system

Transport could directly benefit social, health and education

objectives

There were new ways to maximize the

benefits of our infrastructure investment

WHAT IS HAPPENING NOW

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GLOBAL MEGATRENDS

GlobalisationUrbanisationLand Use Ageing Workforce ParticipationSmaller HouseholdsAffluenceConsumer CultureMotorisationCongestionEnvironmental Awareness Infrastructure SpendICT AvailabilityGovernance

Complex Trips

Consumer

Congestion

Enabling Technology

Government Policy

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

User Focused

Seamless

Valued

InfluencersTrends Needs Requirements

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BROADCAST → INTERACTION

Broadcast Interaction

If you build it, they will come….

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“FIELD OF DREAMS” APPROACH

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THE END OF OWNERSHIP?

↓ Decline in traditional ownership model of material goods↑ Rise in renting, subscription & pay-per-use products

DEFINING THE FUTURE

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Aggregates the complete transport offer within a city• by delivering personalized, customer-oriented services• by integrating transport with user lifestyle needs

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THE FUTURE = MOBILITY MANAGEMENT

ACHIEVING BALANCE

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User Needs System Needs

PIECING IT ALL TOGETHER

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Use technological advances to:

• gain insight and understand users

• provide tailored services and solutions to customers

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TECHNOLOGY IS AN ENABLER

WHY IS IT IMPORTANT?

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Inescapable global

megatrends

Transport is a means to an

end, not an end in itself

Make best use of existing

assets

New revenue streams & cost

effective spending

Support non-transport

objectives (e.g. health)

Strategic transport policy

goals (e.g. TDM)

WHAT DOES IT MEAN FOR AN INDIVIDUAL?

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Incentivises individuals to makeeconomically rational & personally optimalmobility decisions on a day-to-day basisand at key life-change points such asmoving home

Helps people to select the right mode forthe right trip at the right time

Makes life easier!

WHAT DOES IT MEAN FOR COMMUNITIES?

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Promotes Liveable Communitieswhere people want to live, work,study, visit and play

Stimulates Transit OrientedDevelopment where the mostdesirable properties are locatedclosest to sustainabletransportation links

Prioritises the development of active transportation networksthrough the design of Complete Streets

WHAT DOES IT MEAN FOR TRANSPORTATION PROVIDERS?

Requires providers to work together in partnership ensuringseamless integration, value and personalization to the end users.

Requires a shift in culture and modus operandi from single modeproviders to role of enabler or facilitator of integrated mobility:

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Mobility Enabler

Single Mode

Provider

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USER FOCUS

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UNDERSTANDING THE USERS

IT’S NOT ABOUT THE VEHICLES……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

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THE USER ENGAGEMENT PATHWAY

CaptureIdentify

Manage

Influence

…that Anne only drives to work because she hates waiting for the bus in the rain?

…that Greg gets off the bus early so that he walks further to gain some exercise?

…that Pete would travel off-peak if he got a 2 for 1 offer at Timmies?

…that Sarah enjoys meeting her friend Joanne and chatting on the train?

WITHOUT USER FOCUS, WOULD YOU KNOW….

MY PERSONAL CAR SHARE EXPERIENCE

EdinburghNearest vehicles 8/9 mins walk awayNot attractive option compared to bus, bike, taxi Cost calculator estimates minimal savings compared to private car

OttawaNearest vehicle right outside

UK driving licence not valid for hire

DESIGNING FOR CUSTOMERS

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DESIGN PRINCIPLES

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Supporting Lifestyle

Feedback

Booking & Payment Facilitation

User Value

Trust & Assurance

Intelligent Demand Management

Incentivized Behaviour Change

Transparent & Dynamic Pricing

Integrating Modes

Open Data

Partnerships

HEATHROW EXPRESS: USER VALUE

■ London’s Heathrow Airport to Downtown

■ 16,000 passengers take the Heathrow Express on a daily basis

■ “Heathrow Express” standard ticket costs £20 ($32) for 15 minute journey

■ 1st class ticket costs £28 ($44)

■ London Underground can cost as little as £3 ($5) BUT takes around 1 hour

- For business people arriving at Heathrow, saving 45 minutes is a valued option

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SPITSMIJDEN, NETHERLANDS: TRANSPARENT & DYNAMIC PRICING

■ Pilot project

■ Paid participants to travel by public transport or out of peak time

■ Used smart phones to provide information and cameras to enforce

■ Discounts and personalized transport planning advice

■ 20-50% change away from peak car use

OPOWER HOME ENERGY REPORTS: FEEDBACK

■ Opower compares your energy use to that of your neighbours’■ All Neighbours■ Efficient Neighbours

■ Customized feedback and tips for change

TTC & AIR MILES: INCENTIVIZING BEHAVIOR CHANGE

■ 2010 collaboration between Toronto Transit Commission and LoyaltyOne

■ TTC/Air Miles Reward Miles Project

■ Offered 150 Air Miles for opening a new account with TTC MetropassDiscount Plan (MDP)

■ Trial showed 57% increase in sales of annual transit passes

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MOBILITY DESIGN METHODOLOGY

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Mobility Management methodologyConsider 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

TURNING THEORY INTO REALITY

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Mobility Management applies Service Design techniques to Transportation

USING DESIGN TECHNIQUES

Product Design Service Design

4Ds OF DESIGN

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Based on the British Design Council’s “Double Diamond” Design Process Model

Discover Define Develop Deliver

Discover broad

context

Define precise problem

Develop bespoke solution

Deliver resulting service

DESIGN TECHNIQUES

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MOBILITY MANAGEMENT EXAMPLES

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CAR FREEDOMKEEPING SENIORS CONNECTED

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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 community

interaction for those without a private car

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MAP YOUR MOVE, METRO VANCOUVERMANAGING TRAVEL DEMAND

The Challenge:■ Prompt house-movers to consider

transportation options early in theirrelocation decisions

The Product:■ Web-based calculator tool for

people moving home■ Integrates mobility options into

lifestyle prior to choice of location

Key Benefit:■ Encourages people to move to neighbourhoods with a good range of

sustainable mobility options e.g. active travel, transit, car share

http://youtu.be/7mkRqdb2Iuo

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Mobil.punkt BREMEN, GERMANYIMPROVING QUALITY OF URBAN STREETS

The Challenge:■ Reduce amount of space taken up by parked

cars which were rarely moved

The Solution:■ Integrating accessible, reliable, convenient and

affordable car sharing into the transportationsystem

■ Mobil.punkt - Multi-modal nodes for interchange■ AutoCard - Transit ticket add-on to include car share access

Key Benefits:■ Change in state law to reduce car parking requirements at new developments■ Car-replacement rate of 37% - around 11 replaced cars per car-sharing vehicle

MMM Group 3 Hill Street

Edinburgh, EH2 3JP, UKt: +44 (0)131 226 1045

Thank you