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THE FUTURE OF MOBILITY AND ITS IMPACT ON PARKING
2nd Congresso Brasiliero de Estacionamentos
Sao Paulo, SP, Brasil
November 21-22
Dr George McLean Hazel OBE
The MMM Group/MRC McLean Hazel
Presented by David Hill MA CAPP
MMM Group Calgary
1.TOWARDS A MOBILITY APPROACH –
Modern Cities are trying to create a balanced transportation strategy
Parking is part of the transportation process
Parking can be part of achieving the goal
It’s bigger than parking, its about creating access and mobility for communities and people
Megacities challenges:
Transport is major driver of city competitiveness
(Latin America 21%)
(Africa 13%)
(Africa 13%)
(Latin America 21%)
(India / China 11%)
(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)
Summary
• Transport is a major driver of city competitiveness
• Better public transport is a major facilitator for
customer lifestyle, urban sustainability and
economic competitiveness
• Demand management is key across all sectors:
water, energy, transport
• Increased use of technology needed to manage
and integrate city functions
Mapping Trends to Definition
Complex trips
Consumer
Congestion
Enabling
Technology
Gov. Policy
Definition Element
Globalization
Urbanization
Land use
Ageing
Workforce participation
Smaller households
Affluence
Consumer culture
Motorization
Congestion
Env. awareness
Infrastructure spend
ICT availability
Governance
personalized
options
informed decisions
simple
mode neutral
Information and communication
personal connectivity
physical and virtual integration
coordinated transfer
“zero-wait state”
trusted services
perceived value
make a difference
transparent value proposition
payment mechanism
attractive mobility package
End-User
Focused
Seamless
Value
Trends Influencing Factor Attribute
The Future of Mobility - personal,
seamless and of value to the user
Complete Mobility Index
2.TOWARDS A MOBILITY APPROACH –
WHAT IS GOOD VALUE FOR MY NEEDS
VS
WHAT IS GOOD VALUE FOR ALL OF US
The Ambulance Analogy
User wants to have only one
ambulance – quickly – and
only when he needs it
Health provider wants to have
controlled and effective supply
of ambulances to meet overall
demand of many individuals
3.TOWARDS A MOBILITY APPROACH –
ITS NOT JUST ABOUT MANAGING OUR PARKING
OPERATIONS SUIT OUR OWN NEEDS
LEARN CUSTOMER SERVICE MODEL FROM RETAILERS
Transport Retail Model
• Transport Retail Model learns from
retailers - customer focus and valued
offers are the bedrock of the business
• Food stores and other retailers have
remade themselves as lifestyle
service providers: the local food
store is the first visit for most needs.
• Understanding customer buying
preferences and needs: Customer
Relationship Management (CRM)
Future Mobility is Based on Retailing Principles
4.TOWARDS A MOBILITY APPROACH –
HOW IS INFORMATION BEING COMMUNICATED
HOW ARE PEOPLE USING SMART TECHNOLOGY
Yesterday’s information broadcast
Today’s information broadcast – fast,
flexible, interactive and global
From Customer Relation
Management to Social Customer
Relationship Management
Based on Incentives and Value
Travel planning applications
have been launched for
smart phones such as the
iPhone.
Real time information and
route planning on:
London underground & bus
Edinburgh BusTracker
UK national rail service
MetrO (cities worldwide)
Provides information that is:
Free
Adaptive & Easily Updated
Personalized
Easily accessed on arrival
in city
Mobile Phone Travel Information
Program: AMSTERDAM
Electric bike
Relocating the bikes every day - Montreal
Paris, France
Program: San Francisco helpdesk savings
SF Park
5.TOWARDS A MOBILITY APPROACH –
WE MUST UNDERSTAND SERVICE AND
PRODUCT DESIGN
DESIGN IS A CRITICAL SUCCESS FACTOR
The Product Design Process
DEFINE
The Product Designer’s Toolbox
DISCOVER DEFINE DEVELOP DELIVER
AIMS Context Definition –
city, organisation,
community
Problem understanding,
user needs overview
Product definition,
solution design
implementation
planning
Product/Service
implementation
PROCESSES Context review and
analysis, engagement
Co-Design, future
visioning, Co-Design, prototyping
Delivery planning,
business change
management
TOOLS
Data mining, trend
analysis, media review,
User profiling, Mystery
traveller audits,
interviews
journey experience,
storyboarding,
blueprinting,
User product testing,
wireframing, moscow
analysis, partnering
Commercial
exploitation plans
OUTPUTS Key user segments, user
challenges,
opportunities roadmap
Problem statement,
opportunities matrix,
solutions catalogue,
outline design
guidelines
Technical specification,
blueprints, business
case, business change
strategy, business
model development
Product/Service
implementation
6.TOWARDS A MOBILITY APPROACH –
DESIGN FOR LIFESTLYE,
FOLLOW THE VALUE
CREATE MARKET SEGMENTS
Find the value, define the product and attract the segment
Traditional Segments
Elderly /
Retiree
Youth CBD
workers
Students
Full Time
workers
Part Time
workers
Rural
dwellers
Tourists
Licence
Holders
DESIGNING FOR A NON-TRANSPORT NEED
Open Oxford
■ Regenerating
activity in the
city centre
Walkabout
■ Reducing
levels of
obesity in the
community
En-Route
■ Enhancing
the
relevance of
hyper-local
media
Car Freedom
■ A support
tool for older
persons
giving up
their car
PROGRAM: OPEN OXFORD
•The Challenge
• Restore activity and spend within Oxford City Centre
• Propagate “Open for business” message
•The Product
• City based membership card for residents
• Incentivises travel mode to align with city movement peaks
• Retail entitlements for members
•The Technology System elements
• Smartcard data
• Bus system usage
• Car parking occupancy
• Card readers in retail outlets/ car parks.
• Help desk
• Back office fulfilment
http://www.youtube.com/watch?v=apPWvhxpHGU http://www.youtube.com/watch?v=apPWvhxpHGU
From Retail:
FIND AND
FOLLOW THE VALUE
People + Value = Behavioural Change
new products
who will get the benefit?
(some) beneficiaries pay but not
always about money
Design-in
value
Find the
value
Capture
the value
A Value Based Approach
PEOPLE IDENTIFY VALUE VERY QUICKLY
■ London’s Heathrow Airport to City
Centre
■ Cost on the “Heathrow Express” is £18
($27) for a 15 minute journey
■ On the London Underground it can
cost as little as £2.90 ($4.40) – BUT
takes around 1 hour
■ 16,000 passengers take the Heathrow
Express on a daily basis
Incentives – Loyalty One in Canada
Toronto trial
showed 57%
increase in
public transport
use!
Program: Speed Camera Lottery
Stockholm, Sweden
• Rewards positive driving
behaviour
• Funds raised through fines
allocated as rewards for
good driving
• Resulted in reduction of
average speeds from
32km/h to 25 km/h
• Use of positive
reinforcements rather than
deterrents
THE INGREDIENTS OF MOBILITY MANAGEMENT
• Global trends
• Retailing trends
• Technology trends
• Service and product design
The Journey to Mobility Management
Complete Mobility Future end-state for a city’s transport system. Enables the city to meet global trends, and maintain its position amongst competitor cities. Thus remains economically competitive in a global marketplace.
Transport Retail Model Conceptual model to deliver Complete Mobility. Built on techniques commonly used by large retailers to make transport system user focussed and to deliver value: personalized services, customer loyalty and yield optimization.
Mobility Management Design methodology to define and deliver future mobility products and services. These are built on lifestyle needs, often via user facing technology, to deliver real value. Thus creates a sustainable business model and a strong demand management tool.
Key Elements of Mobility Management
Key Elements
• places user needs at the heart of the transport
experience.
• support a one payment account for the user
• Exploits technology advances to re-imagine the travel
experience
• Provides continual feedback to the user
• Provides services according to user defined segments
Mobility (City) Manager Public funding
Infra. Asset
KPIs
Added value services
New revenues Private funding
Delivering Mobility Management
► IT architecture
► Appropriate Technology
► Data on use and preferences
► Market Segmentation
► Appropriate governance
and partnership
► Agreed outcomes
Smart
Networks
Customer
Relationship
Management
Balanced
Pricing
Taking the Mobility Management Approach (1)
• Mobility Management requires you to:
• Start thinking like your customers – they are your
greatest asset
• Get inside their heads/ experience what they
experience
• Identify value aspects of their lifestyle
• Capture key behavioural aspects of their lifestyle
• Develop products which support their needs
• Capture them as a valued customer
Taking a Mobility Management Approach (2)
• Mobility Management enables you to:
• Capture the valued lifestyle aspects of your customer’s
experience
• Aggregate the broader transport offer
• Partner with complementary service providers
• Influence your customer through nudges/incentives
• Appropriately value the mobility system elements
• Maximise the utility of your infrastructure (infrastructure
and services)
• Meet your policy objectives
HOW DOES THIS IMPACT COMPANIES PROVIDING PARKING SERVICES?
• Use mobility management ingredients and method to improve integrate and grow your business
• Move from being a parking company to a mobility management company
• Understand the future of parking and adapt your products
• Develop your chosen new business model and look for the necessary partners
Parking App Makes the Glamour List!
• Parking is ideally suited to the Mobility
Management Model approach – user
focused, seamless and valued
• Parking is key to transportation ingredient
• It can generate large revenue streams
• And significant operational savings
• Offers opportunities for parking management
companies and city authorities
Why is Parking so Important?
User Friendly Parking Information !
Parking Space is Valuable and can be traded
The Benefits
• Flexible parking rates by time and place
• Priority parking for high use (member) participants
• Options for discounting/incentives as a direct offer from retailers
• Opportunity to expand the business model to encompass all
potential customers – public transport users, visitors, etc
• Time based incentives – Christmas (Free Park and Ride,
Parking Credits)
• Integration with complementary transport offerings
• Potential to link with existing loyalty card offers
• Co-branding opportunities for groups of retailers and mobility
providers
• Opportunity to help others achieve their aims and objectives
Toulouse Smart
Parking System
It’s happening now
San Francisco Smart
Parking System
It’s happening now
San Francisco Intelligent Parking –
Street View
New data-based parking by mobile
(smart) phones
Application for iPhones launched on
17 Nov 2011
For public and private parking areas
Next application for Android in 2012
Application for Windows
Smart Parking in Tallin
Smart parking in
Tallinn since July 2000
EMT parking platform
serves all mobile
operators (Tele2,
Elisa)
Payment with mobile
phone bill and/or
prepaid card
0
20
40
60
80
100
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
8070 65
5852
46 4230
20 15 1020
30 3542
4854 58
7080 85 90
M-payment from all parking payments ( %)
Other M-parking
Smart Parking in Tallin
Browse your personal history Overview of day/ week/ month parking details: time, zone, cost, fee, duration, car number, total amount etc.
Total parking
during current
month
Total cost
Monthly
overview in
detail
Parking of a
specific car
Appointed period
Parking zone
Duration
Cost
Service fee
Parramatta Contactless Card
Parramatta Smart Parking
Perth Smart Parking
AUCKLAND, NEW ZEALAND
Smart parking yields better results
THE MOBILITY MANAGEMENT BUSINESS
MODEL
Service Design and
Management
Policy audit
Data mining and analysis
User Experience
Tools and Program
Development
Technology Systems
Acceptance Infrastructure
Personal Information
interface
Monitoring of network feed
Real time tracking
Customer Relationship
Manager
Transaction server
CRM Server
Offers and Incentives
model
Product Issuance
Communications and Marketing
Web portal and helpdesk
Apps
Interaction software
Financial Management
Fulfilment back office
Payment infrastructure
Pricing model
Mobility Management System Elements
FUNCTIONS
OF MM
TOOLKIT OF MM
SERVICES DELIVERED
•Policy monitoring & evaluationl
•User focussed design
•Tariff Management
•Personalised Travel Planning
•Helpdesk
•Member Services
•User engagement
•Offers
•Reporting
•Reconciliation
• Invoicing
The elements needed for a MM Parking Model ?
Delivery Approaches
Key Challenges
No existing organisation covers full breadth of service offering to align
with the needs of users
New operational model to be implemented:
SEGMENT MOBILTY MANAGEMENT - targeting an individual
travelling segment
INTEGRATED MOBILITY MANAGEMENT - targeting multiple city
wide segments
New organisational & funding model to be implemented:
Fully private model
Partnership model with single stakeholder/government (transit
operator, Local Government)
P3/NGO
What next?
Focus on the user: Identify key people and their lifestyle issues and
needs
Look to aggregate groups
Valued service: Look for the value
What would address the needs and capture the
value?
Translate into products
Build the business case
Align with strategic objectives
Exploit technology: Use technology to let groups
form, aggregate needs and engage
Co-design with users
Build in continuous feedback
• Understand the impact and the potential of technological,
retailing and socio-economic trends
• Critically examine your future products through the lens of
future mobility
• Explore moving from being a parking company to a mobility
management company
• Develop a new business plan including expanding the
business area, capturing new revenue streams and
operational savings
• Use co-design to design new products and the business
model for the new market
• Consider forming partnerships with public and/or private
sectors
• Action pilot schemes to develop the business
What Next?
THE FUTURE OF MOBILITY AND ITS IMPACT ON PARKING
2nd Congresso Brasiliero de Estacionamentos
Sao Paulo, SP, Brasil
November 21-22
Dr George McLean Hazel OBE
The MMM Group/MRC McLean Hazel
Presented by David Hill MA CAPP
MMM Group Calgary