Peter CullenTravel Information ManagerTransport Scotland

Traffic Scotland

Delivery of Traffic and travel information on the strategic road network….. “A service for all seasons and all reasons”

Peter Cullen, Travel Information Manager, Transport Scotland

Presentation

• Description of Traffic Scotland Information Service

• Delivery Platforms

• Use of Social Media

• Supporting sustainability

• Challenges

• The Future

ITS Policy Drivers

Strategic approach

• We to adopt a strategic approach to investment and development which fits with both European and Domestic policy and exploits technology innovation for the benefit of our user

• Strategic plan sets out:

Objectives

Communication channels

Content, messaging and tone of voice

Promotion and marketing

Campaign development – using existing channels to support campaigns

Evaluation and continuous improvement

Awards – demonstrating a world-class service and celebrating success

Traffic Scotland Information Service

• Traffic Scotland Information Service’s (TSIS) provides information which is:

• Accurate• Timely• Consistent across platforms• Tailored to the needs of users

• Includes up-to-date information to the travelling public on road works, accidents, congestion, journey times, planned events, public transport alternatives, weather, park and ride facilities etc.

• This enables drivers to make informed decisions as to the timing, routing and travel mode for current or future journeys.

• Traffic Scotland uses this information to:

• influence user demand on the network;• improve journey time reliability; • contribute to reduction in disruption caused by incidents and events;• minimise the effects of congestion; and• improve the safety and efficiency of the road network.

Key issues

• Effective communication with our users is vital• Real time information must follow the narrative of events as they

evolve• Trend is away from static channels on fixed infrastructure towards

“always connected” mobile devices• Facilitates the use of social media • This opens up the opportunity for better integration and

collaboration between key partners when delivering information • A more open relationship with user• However, multiple channels and more content demands more

effort to personalise communication• Focus is required on consistency between social media and other

information systems

Traffic Scotland OperatingCompany

Transport Scotland

CCTV

Transfer incidents. Request support and co-ordinate

response.

Strathclyde now connectedvia Emergency SOS Telephones

Control/OperateMonitor Traffic Flow

Control/OperatePolicing Purposes

Gantry Signals

Set Signals

SOS EmergencySOS

Telephones

Media Groups

Police Patrols

Trunk Road Support

Incident Support

Co- ordinationat scene

Liaison/Transferof information on

Liaison/Transfer of information on

incidents/severe weather.

Incident/Resource status

Command & Control

Command & Control

Incident/Resource status

DisseminateInformation

Police Scotland

Co- ordinate Traffic Management

Transfer InformationTrunk Road

Other Emergency/Emergency Services

Request assistancefor major incidents

Motorists

Incident Reportvia 999

Road works

Stakeholder management

Reimagining Computing Devices…• THEN… (Desktops /

Notebooks)

NOW…(Tablets / Smartphones)

NOW…(Tablets / Smartphones)

Communications

10

Growth of user access to internet using smart devices

Innovative TravellerInformation Services

Traffic Scotland Information Hierarchy & Service Platforms Potential Audience Reach

Max delivered to date 115m page impressions in month of Dec 2010 equates to 1.1m distinct IP

addresses Resilient to spike demand.

At the peak this can reach 100,000 contacts a month (in addition to traffic news consumed by local and commercial radio)

Currently 476,130 downloads for iPhone/ Android/Blackberry/Windows7/Kindle Fire

Stats feed through to TS website usage

Traffic Scotland Twitter currently circa 60,000 followersand follows 658 partners

25,232 calls annuallyHowever dramatic seasonal and event driven spikes in demand

Automated messages includes Traffic Scotland Radio

271 VMS and currently 3 TS kiosks locations: Gretna Green (A74);

Ballinluig Services (A9) and Harthill Service (M8)

Pre-Trip/On trip

On-Trip

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TSIS Smartphone* and Mobile Services

* Available on Iphone/Android/Blackberry/Windows 7/Kindle Fire

Traffic Scotland Mobile Service

• “Smart” devices offer chance to improve the way information is presented and delivered to users

• Traffic Scotland works in close partnership with Traveline Scotland to expand and integrate “on the move” travel applications

• Unique Smartphone app integrates public transport and traffic information in Scotland on a single device which the user carries with them

TS Mobile ServiceMobile TS website features:

• - What's near me– Real-time information relevant to the users’ location and distances to events– Map based views

• - Traffic Condition information (current incidents, roadworks, journey times, LEVs etc)• - Park and Ride • - Weather station data• - Winter precautionary treatment plans• - Specialised Information for HGV users (lorry parks, height and weight restrictions) • - Campaigns (such as winter driving)• - Bookmarking• - Links to third party traffic/journey planning mobile applications• - Internet traffic radio – Traffic Scotland Radio including 5 regional feeds• - Emergency Roadside Telephones

Subsequent Phases• Further personalisation, alerts and pushing information

Challenge of Mobile Technologies and Social Media

• Smartphones/tablets are the device of choice• High expectations of users in terms of content and connectivity• Danger of information overload• Variations in connectivity & data transmission• Growth in social mediaResponse

• “My Traffic Scotland”-personalised content• Increased investment in back office systems• Build upon improvements already delivered• Expand Live Traffic Camera and journey times by route• Regionalised Traffic Scotland Radio Service

Traffic Scotland: Use of Social Media

• Traffic Scotland service an early adopter of social media• Twitter Account established in 2009• Initially used automated tweets: communication “one way” only• Introduced multiple social bookmarking e.g. Reddit, Facebook, Twitter

etc• Growing demand required additional staff resources to respond to

always connected user• Now delivers two way communication including “jambuster” information• To enrich content Tweets use pictures, audio and signposting to other

resources • We use other information channels and key stakeholder relationships to

promote Twitter account and other platforms• User demand for more and better targetted information “on the move”

will drive development• No one is an expert but you can learn from others

Use of Social Media

Use of Social Media

• Ideal for instant personal communication with users• Two way communication is resource intensive: it needs 24/7/365 commitment• Provides a direct channel to customer for more frequent updates• Uses concept of a “trusted friend” and provides human face to organisation • Good for spotting and quickly correcting mis-information • Ideal for viral marketing and user engagement • We are still on a learning curve

• Advice to users to drive efficiently include:

• Staying within speed limits• Fuel economy (correct tyre inflation)• Signposting Park and Ride• Promoting lift sharing• Highlighting information which promotes public transport

• Providing “real time” journey time information on desktop and mobile applications and on VMS

to influence driver behaviour

• Featuring a carbon calculator to compare travel modes to indicate the most fuel efficient way of

getting to your destination with the least carbon impact

• Future potential to use monitoring of environmental conditions to dictate key messages to the

user (pushing users to park and ride, public transport, varying speeds)

• Emerging smart/future city projects will use travel demand management to influence users e.g.

publicising electric vehicle charging network, variable car parking prices

• refining our information by personalising it to the users regular/current journeys

Traffic Messages which support sustainable travel

Real time journey times supporting effective network monitoring and operations.

Air Quality and Environmental Monitoring

Scottish Sensor Rotation Programme which supports Investigation, Monitoring, Assessing, Improving Environmental Quality.

2310 May 2013 INTERNAL – Transportation Systems Webinar

Plenary Sessions.Technology Innovation.

Smarter Delivery of InformationConnected Vehicles