Post on 30-Dec-2015
transcript
Fiona Blackley
MMM Group, Edinburgh
ACT Canada Summit, Calgary
30th October 2013
MOBILITY MANAGEMENT
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I feel like a valued transit
customer
I receive a single bill for all my
travel
I have one smart device
to pay for everything
I don’t need to own a car to get to work or collect
my groceries
I can book premium
services if I need or want
them
IMAGINE IF….
IMAGINE IF….
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Transport authorities
knew why each passenger was
travellingTransport
authorities had tool 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
TRANSPORT IS THE 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)
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2006 SURVEY OF MEGACITY OFFICIALS & INFLUENCERS
FROM TRENDS TO REQUIREMENTS
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Globalisation
Urbanisation
Land Use
Ageing
Workforce Participation
Smaller Households
Affluence
Consumer Culture
Motorisation
Congestion
Environmental Awareness
Infrastructure Spend
ICT Availability
Governance
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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Complete MobilityFuture 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 ManagementFuture mobility products and services built on lifestyle needs, often via user facing technology, to deliver real value
THE JOURNEY TO MOBILITY MANAGEMENT
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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WHAT IS MOBILITY MANAGEMENT?
Technological advances make Mobility Management possible
Mobility Management uses technology 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 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!
WHAT DOES IT MEAN FOR COMMUNITIES?
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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
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:
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Mobility Enabler
Top-Down Service
Deliverer
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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
…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 A MOBILITY MANAGEMENT APPROACH, WOULD YOU KNOW….
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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
MMM MOBILITY MANAGEMENT METHODOLOGY
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Mobility Management applies Service Design techniques to Transportation
USING DESIGN TECHNIQUES
Product Design Service Design
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2 LEVELS OF MOBILITY MANAGEMENT PROJECTS
INDIVIDUAL MOBILITY MANAGEMENT PRODUCTS
OVERARCHING MOBILITY MANAGEMENT SYSTEM
REGIONAL TRANSPORT AUTHORITY STRATEGIES
South East Queensland, Australia
Vancouver, Canada
How can Mobility Management support their regional transportation strategy?
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http://youtu.be/7mkRqdb2Iuo
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EN-ROUTEHYPER-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
■ 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
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OPEN OXFORDCITY CENTRE REVITALIZATION INITIATIVE
The Challenge:■ Restore retail activity and spend by spreading
the ‘Open for Business’ message
The Product: ■ City-based membership smartcard for
residents
■ Incentivizes travel mode to align with
movement peaks
■ Retail loyalty and entitlements for members
Key Benefit:■ Revitalizes city centre core to better compete
for retail spend with other nearby towns
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
WALK ABOUTWALKING APP FOR NHS LONDON
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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