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MaaS Market – Rethinking transportation
9 May 2018
Smart Cities
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Smart Energy Smart Mobility Smart WaterSmart Public
ServicesSmart Buildings
Smart Data
Centers
› Smart grid
› Smart grid asset
management
› Smart generation
› Demand side
management
› Utility services
› Microgrid
› District
heating/cooling
management
› Gas distribution
management
› Shore connection
› EV charging
infrastructure &
supervision services
› Traffic management
› City traffic
› Highway traffic
› MaaS
› Tolling management
› Railway
management
› Airport solutions
› Plant & network
energy performance
› Water distribution
optimization & loss
management
› Storm water
management &
urban flooding
› Irrigation
management
› Public safety
› Video surveillance
› Smart street
› Street lighting
› Multiple disparate
buildings
management
› High-performance
buildings
› Flexible buildings
› Efficient homes
› Efficient data
centers
› Prefabricated data
centers
› Infrastructure
management
enabled services
Smart Integration
› City-wide platforms
› Energy & sustainability resource management
› Urban efficiency platform
› District energy management information system
› Utility services
› Cross domains application
› Weather
› GIS
› Asset management
Smart
Collaboration
› Planning & design
› Solution
implementation
› Operation &
optimization
› Business models
& financing
iM is our response to smart cities.
A new way of thinking about how to use technology and data to connect people, places, goods, and services and to reimagine infrastructure and enable urban mobility.
It is about the user, their needs and new innovative types of collaboration.
Developing new data insight offerings in partnership with leading data vendors to increase safety and improve mobility.
Examples:
› Back of Queue
› Mobility as a Service
› Smart Work Zones
Offering new data analytics insight solutions in partnership with leading national and global partners to support advanced client decision making for our clients and market differentiation of Atkins
Our areas of focus…
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Addressing client needs here, now and in the future.
3. DATA EXPLOITATION
Helping clients with practical strategies to take advantage of tomorrow’s technology today to solve near term mobility challenges.
Examples:
› Truck platooning
› CAV Early deployment
› DSRC implementation
Integrating new technologies with current and planned infrastructure projects to unlock more value for clients such as reduced congestion and improved safety, focusing on building a cohesive strategy for connected and automated vehicles innovations.
2. REIMAGINED INFRASTRUCTURE
Using mobility benchmarks to inform rapid start and ideation activities to establish a vision and develop roadmaps for the future of transportation for a city or region.
Examples:
› Journey management
› Leverage loT
› MaaS
1. SMART CITIES
Mega trends and consequences
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How is the world changing and why will it change urban mobility?
Urbanization Climate change & sustainability Demographics Technological development
TRENDS
› Congestion
› Demand for new infrastructure
› Air quality
› Changing markets and habits
› Air quality
› Resource depletion
› Regulatory action
› Greater focus on resilience
› Population growth
› Ageing population
› Millennials
› Personalization
› On-demand services
› Increasing penetration of smart phones
› Pressure on transport networks
› Investment requirement
› Regulation to limit pollution
CONSEQUENCES
› Fuel efficiency
› Multiple energy sources
› Regulation to limit pollution and/or incentivize new technology
› Changed behaviors
› More pressure on transport capacity
› Risk of isolation, lack of access to mobility
› Lack of funding to support more services from the public purse
› access over ownership
› Development of innovative new services and products
› New business models
› Data analytics
Some contextA personalized and inclusive approach to whole journey execution.
One size does not fit all!
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MaaS Components
Modified from White Paper – Guidelines & Recommendations to create the foundations for a thriving MaaS
Ecosystem, MaaS Alliance, September 4, 2017
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Enroll• Enroll in MaaS program providing payment information and travel preferences
Planning• Use MaaS platform to identify best journey options based on schedule, price, convenience, etc.
Booking• Book trip, reserving space in each mode selected for the desired times of departure and arrival
Payment• Pay for whole journey based on account type and preferences
Journey• Complete the journey, with the MaaS operator making adjustments as needed to accommodate un-anticipated changes
Analyze• MaaS operator collects and analyzes data from journeys to identify challenges and opportunities
Improve• Apply insight learned from analysis to improve service
“The viable solutions will only emerge via pilots and trials”- MaaS Alliance
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“MaaS should be the best value proposition for users”- MaaS Alliance
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A lens on the US market
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LESSONS LEARNED IN USGo CENTENNIAL - 1302 trips, 127 riders, 10.3 times average user used, 69% used multiple times
- Challenges - Anticipating total costs was difficult without much experience based information
- Benefits – reduced cost compared to other first mile/last mile options, reduced need for park-n-ride facilities
- Lessons Learned – need to integrate with transit provider, formalize pick-up and drop-off locations, improve user experience,
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LESSONS LEARNED IN USRTCSNV and UBER – New service
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A lens on the UK marketLearning through experimentation
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MaaS in the UK
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What we have learnt….
Collaboration is key
from the outset – local and regional
Trialling
taking an iterative approach, learning and improving
User-centred
understanding the end user/customer’s needed
Measuring the impacts
understanding the differences made
Agility
learn fast
Business models - funding and financing
understand the model
Define the mix
existing and new solutions required
Research and trial approaches and models–
iteration is key to success rather than a ‘big
bang’.
There is a lot of great work going on
MaaS Alliance in Scotland
Whim trial in the
West Midlands
Atkins
experiments in
Cambridge and
Manchester
That said, MaaS solutions and the
‘end game’:
Tend to be easier for integrated
travel authorities like London,
Manchester and Birmingham
Local authorities transport
arrangements are often
distributed and managed
across a range of standalone
contracts
There are opportunities to
improve urban mobility and
enable social inclusion that new
customer centric services
Atkins MaaS project ‘Zume’A real world behaviour change trial
‘Zume’ Customer Research
Conversations
revealed common
pain points:
• Congestion frustration
• Price perception of public
transport
• Travel alternatives:
Lack of awareness
and inconvenience
• Stress of travel (by car)
18Face-to-face
interviews
9Ride alongs
3Surveys
distributed
78hrsIn and around
Cambridge, P&R time
lapse, observing
transport network,
ad-hoc interviews
‘Zume’Real world transport behaviour change
• Provided 118 journeys
• Occupancy averaged 1.3 and maximum was
3
• Participants travelled over 1000 miles and
made over 100 bus journeys
• At least 3 people hadn’t used the P&R for
their commute before
Regular Cambridge commuters
shared journeys from their home to
a Park and Ride
Atkins ‘Zume’ conclusions
Possible to get people to switch
from commuting in their own
car to our service
The two week trial provided
opened new transport partner
opportunities
Genuine interest from
public
OptimizeUsing insights to maximise patronage and generate operational savings
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So what?
Modified from White Paper – Guidelines & Recommendations to create the foundations for a thriving MaaS
Ecosystem, MaaS Alliance, September 4, 2017
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There are clearly differences between the US and the UK, and its not just z’s!
Our top 5 conclusions:
1. Take baby steps
2. Don’t underestimate the power of public-private-academia collaboration
3. Governance models can dictate opportunities for full scale MaaS
4. Experiment, Experiment, Experiment
5. It’s all about people
BUT
Through collaboration we can make a difference and start the journey to full MaaS deployments, one example is Optimize…..
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Thank You
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Jim Hanson
Director - Intelligent Mobility (United States)
Lee Woodcock
Global Director – Intelligent Mobility
