In the Philippines, there are four (4) kinds of mass public land transportation vehicles: jeepneys, sports utility vehicles (more commonly known as “FX”), buses, and railway transits. In 2013, a recorded 70% of Metro Manila residents use public transportation (Source: GMA Network, 2013).

Industry BackgroundY

Over the years, the number of registered motor vehicles has been steadily increasing. A total increase of 1,608,890 registered motor vehicles was recorded from 2007 to 2011, with an average of 882 motor vehicles being registered each day (Source: NSCB Transportation and Communication Statistics, 1997-2013). 2010 transportation statistics show that 14.1% of the total registered motor vehicles were for hire. In the National Capital Region (NCR) alone, the total number of registered public transportation vehicles has already reached at least 1 million by the end of 2010 (Source: NSO Philippine Yearbook 2011). Jeepneys prove to be the most popular form of massive public land transportation as 40% of the total PUVs, which operate in Metro Manila alone, are jeepneys (Ranada, Rappler, 2013).

In 2006, public utility vehicles made up more than a third of the total number of road accidents at 37.7%. Recorded traffic accidents sum up to 15,064, or about 41 collisions in each day. 60.4% of these happen in daylight, with jeepneys constituting 19.2%, followed by tricycles with 10.6% and buses with 7.6%. Private vehicles comprised 27% of these accidents. Majority of these accidents are attributed to driver’s error - interestingly the only cause which declined in the period of 2001 to 2006 - and mechanical defect.

Approximately 34,600 jeepneys operate in any given day in Metro Manila.The number of jeepneys in NCR ranges from 48,832 to 54,868. In 2010, 210,840 jeepneys, mostly 10-20 years-old, were registered under franchises, with 50,085 (23.8%) of these in Metro Manila. According to the Metro Manila Development Authority, there are approximately 409,000 jeepneys - both registered and unregistered - and FX taxis, with buses numbering 6,087 units.

The total revenues of all three lines (LRT and MRT) exceeded 5 billion pesos in 2010.The Metro Rail Transit (MRT) and the Light Rail Transit (LRT) have at least 90 million more passengers than the Megatrain, with MRT Line 3 having the most number of commuters, i.e. 400 thousand, every day on average. All throughout the year, the month of April has the lowest number of commuters riding in all railway transits. Both the commuter traffic and revenue of railway transits are increasing at a reduced rate.

Connect Methods

CONNECT WITH MINDS

In order to increase industry and consumer depth and breadth of understanding, the group began ideation within itself before connecting with minds and other greats using a variety of techniques. The group went through two rounds of ideation. The first round was centered on discovering the most frequently associ-ated words and raw ideas with commuting, while the second round focused on coming up with as many po-tential ways of improving the entire commuting experi-ence. To increase productivity, only three minutes were allotted per round. The group believes that this method of ideation is effective as it is a combination of word and object association and connecting with minds.

First round results were categorized into five (5) main groups: benefits, infrastructure and forms of trans-portation, emotional aspect, pet peeves and irritants, and planning phase. Results showed a strong, bias against commuting as 48.5% of the words associated with it were pet peeves and irritants and only 12.1% were benefits. Most frequently associated words (or ideas related to it) under the Pet Peeves and Irritants group were: hassle, mausok, masikip, and maraming tao.

On the other hand, second round results were catego-rized into five groups: functions and features, system improvements, eliminating pet peeves, space and time efficiency, and technological innovations. Re-sults showed various desired features, functions, and system changes, which the group wanted to add and implement to the commuting experience in order to mend the consumer journey. On a macro level, several group members felt that commuting problems signifi-cantly revolved around deficiencies in systems of pay-ment and loading and unloading passengers. 27.4% of the results in the second round sought to create major changes in the system in order to address the afore-mentioned system deficiencies while another 27.4% of the results suggested various additional small-scale functions and features to make the commuting experi-ence easier, more convenient, and more entertaining. Top suggested features include food amenities, air conditioners, karaokes, spacious leg rooms, sofa/bed seats, and other features conducive for sight-seeing.

Y

Clockwise from upper left: Pet Peeves and Irritants, Infrastructure and Forms of Transportation, Benefits, Emotional Aspect, Planning Phase

Clockwise from upper left: System Improvements, Function and Features, Technological Innovation, Space and Time Efficiency, Eliminating Pet Peeves

CONNECT WITH REBELS

Zach is a frequent traveler. He is a young college student in search for constant

adventures and discoveries. However, his escapades are restricted by his parents who are completely paranoid about his

safety. He is not allowed to go anywhere without a personal driver. His parents per-ceive commuting not only as inconvenient but also highly unsafe. Although Zach feels indifferent towards taking public transpor-tation every once and a while, his parents

adamantly disallow him from doing so.

Maegan absolutely hates the smoke, the hassle, and the feeling of tiredness that comes with commuting. Although her

parents permit her to take public transpor-tation, she would much rather enjoy the comforts of her own car. Maegan holds a

strong negative perception of commuting. In her eyes, commuting is not only unsafe but highly inconvenient, uncomfortable,

and outright unbearable.

Commuting is the absolute last resort for Maegan. She would go far extents, even wait for several hours, just to escape the

hassles of commuting.

The Sheltered Socialite“Ayaw ni mama eh.”

The Elitist Non-commuter“Commute?! Eww!”

CONSUMER JOURNEYS

Extremely loud music

Gas stopovers

Sketchy people, nakawan

Hold-ups

Shoe polishers who ask for donations

Indigenous performers who ask for donations

Passengers na may maraming dala

Mainit

Mausok

Tigil ng tigil

Mga tao na malakas boses pag nag-uusap

Thieves

Masikip

Long lines

Vending machines which reject new coins

Bag checks

Faulty machines

Passengers riding without letting others alight first

Small signs which are not well-positioned

“Hunger Games”

Unhygienic

Siksikan papasok at palabas ng train

Overcapacity/overloading

Faulty escalators

Sketchy people/maniacs

Passengers na maraming dala

Long terminal lines

Defective aircon

‘Pag walang FX na papunta sa destination mo

Kailangan maghintay standing up

‘Pag may madaldal

Passenger turnover

Dapat mabilis sumakay at bumaba

Hold-ups, bomb threats, security risks

IRRITANTS COMMON TO ALL MODES OF TRANSPORTATIONLipatan

Perceived security riskSiksikan / overloading

IRRITANTS

48%

PLANNING PHASE

20%

12%

11%

9%

EMOTIONAL ASPECT

BENEFITS

INFRASTRUCTURE & FORMS OF TRANSPORTATION

PET PEEVES & IRRITANTS

WHAT WORDS COME TO MIND WHEN YOUHEAR THE WORD ‘COMMUTING’

HOW WE CAN IMPROVE THE COMMUTING EXPERIENCE

20%FUNCTIONS & FEATURES

27%SYSTEM IMPROVEMENTS

13%ELIMINATING PET PEEVES

SPACE & TIMEEFFICIENCY

15%

TECHNOLOGICALINNOVATION

18%

Identified Consumer TouchpointsY

TerminalThe terminal is a strategic touch point because it is the part of the consumer journey where the consumer spends most of his time either waiting for a ride or lining up for a ticket. There are several lull moments (ie waiting in line), which can potentially be used for brand interaction.

SignagesSignages are common to all modes of transportation. It is the source of many irritants as Jeep, FX, Bus, LRT/MRT signs are usually small and difficult to read or poorly positioned, making it hard for consumers to get to know where the PUVs are going to. Signages are a significant part of the consumer journey as everyone needs to go through this step (regardless of what mode of massive public transportation the consumer is using) in order to reach their intended destination.

The Actual RideThere are several lull moments during the actual PUV ride, which can be modified to improve the commuting experience. The ride is also where several irritants emerge (ie siksikan, pas-senger na may maraming dala, madaldal na katabi, etc).

(For LRT/MRT only) Purchasing of single-trip and stored value cardsThis process is a root cause for many irritants as consumers usually wait for long periods of time, standing up and not doing anything. Further, many LRT/MRT vending machines are de-fective, making the purchasing process slower and more frustrating for consumers.

InsightsY

Commuting guarantees a decrease in freshness and an increase in stress.

Commuting sticks with you the whole day. Given the Philippines’ hot and humid weather, the transport system in the metropolis troubles the commuter and renders him/her haggard with sweat and stick. Between the lines of the consumer journey lie various staircases and corridors of the train, and streets leading to terminals and waiting sheds where smoke dries the sweat. When jostling for position inside the vehicle, stink is perceivably transferred. Different stress-inducing factors include omnipresent pollution, heavy crowds, waiting for the next carriage, lengthy interims, and pamasahe issues.

Being idle in transit is a waste of time.

This goes two ways: being in transit is unproductive because of the many other more important things to do instead of commuting (as indicated and ranted about by respondents that await at the destination. Secondly, the very period of travel-time is a necessary evil worked around on, something immovable - unpredictable even, as there are many factors in the commute that can delay getting to the destination. This presents the very real risk of being late.

Personal space is important and should be upheld.

A major chunk of our respondents abhor the tightness that commuting brings, most especially in the confines of the under-capacity MRT Line 3 and LRT Line 1 carriages. Not only does this add to the stress of commuting, but so do potential violation-land mines for people like women, children, and the elderly. Seating issues as well are included here. As an example, respondents cite the alighting of trains as a Herculean effort, as a mix of passengers inside tight sardine-cans of carriages exit stressfully at each stop. Walking from point to point and switching between cramped modes of transport during the rush hours with fellow rushers add fuel to the flame, and drains the subject’s energy by the time he reaches his destination.

1

2

3

Security must never be compromised.

However one gets to his destination and wherever it is, public transport means coming in contact with just about anyone, and thus poses a security threat the whole time. In a third-world country like the Phil-ippines, to commute can be quite scary because tragedy can strike at any time. This is a major reason we have also received many points of attest from our respondents - especially the rebels.

Not every destination has a direct route.

While it is true that Metro Manila is more or less linked, exact end points of “to and fro” aren’t accessible by just one mode of public transport and require in most cases switching between them (e.g. walking to terminals). This is a major part of how commuters find it dragging to get around in the city. This gets much worse during the rush hours, and the victims are mostly workers and students who need to be somewhere.

4

5

Innovation ObjectivesY

To create a seamless land transportation experience in thePhilippines

To reduce actual and perceived security risks associated to public transportation

To eliminate overloading of PUVs and to ensure that all individuals that all individuals are properly accommodated in all forms of mass land transportation

To encourage multi-tasking, subsequently allowing the increase of productivity, while in transit

To reduce the amount of effort and energy individuals spend on commuting