Upload
kaitlyn-gay
View
222
Download
1
Tags:
Embed Size (px)
Citation preview
1
INTEGRATED URBAN MOBILITY
Tom MiddlebrookVice President – Urban Mobility
Session 9 - Transit
To Inspire and Influence the evolution of Integrated Urban Mobility
ACT Canada Sustainable Mobility Summit
November | 2012
2
One of Canada’s largest privately owned consulting practices with 2,000 staff
Established in 1952, MMM Group provides a full range of integrated planning, engineering, and project management services
to private and government clients across Canada and internationally
TRANSPORTATION
3
MMM is an expert in developing effective transportation strategiesNew Urban Mobility Group – Mobility Management
TOM MIDDLEBROOK, P.ENG.
■ Partner, MMM Group ■ Vice President – Urban Mobility Group■ Related Associations
NFPA 130, Principal Tunnelling Association of Canada - Ontario Chapter, Director
■ Current Projects Program Director - 4TJV, Technical - MX
Toronto LRT Program Design Director - RTG Bid Team - OLRT Principal – Viva BRT OE Project Manager – YU – TYSSE Project
4
OUTLINE
►World Survey / Trends
►City Mobility Index
►Mobility Management / Service Design
►Mobility Management examples
5
MEGACITIES CHALLENGES:Transport is Major Driver of City Competitiveness
8
(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
9
► Transport is a major driver of city competitiveness
► Better public transport is a major facilitator for urban sustainability and economic competitiveness
► Demand management is key across all sectors: water, energy, transport
► Increased use of technology needed to manage city functions
COMPLETE MOBILITY
10
The Complete Mobility concept aims to move people and freight by developing sustainable, efficient and user-focused infrastructure
that offers a high level of service and is safe, reliable, and environmentally-friendly for cities, metropolitan areas and major hubs.
► 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
MAPPING TRENDS TO DEFINITION
11
Influencing Factor AttributeTrends
► End-User Focused
► Seamless► Value
14
Complete MobilityFuture 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.
THE JOURNEY TO MOBILITY MANAGEMENT
15
THE TWO PARTS OF A FUTURE TRANSPORT STRATEGY
The Strategic Transport
Model Mobility
Management Strategy
Mobility Management
Model
User needs
Value based mobility services
Incentivise behaviour & management demand
Monitor system performance
Infrastructure and services
Baseline performance data and growth demands
KEY ELEMENTS OF MOBILITY MANAGEMENTUnique Elements
17
► Places user needs at the heart of the transport experience
► Supports 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
18
Aggregating the Offer Personalising the Offer Designing In Value
Integrating modes and services
Integrating Lifestyle and Mobility Delivering Value
Open Data Feedback Trust and Assurance
Partnerships Booking and payment facilitation
Intelligent Demand Management
Transparent and Dynamic Pricing
Incentivising behavioural change
MOBILITY MANAGEMENT METHODOLOGY
19
MOBILITY MANAGEMENT DEFINITION
► A Mobility Manager aggregates (increasingly disaggregated) infrastructure, transport services, technology, data, and information to suit the travel and lifestyle needs of the individual
► This allows provision of integrated information, booking, payment, billing, and customer relationship management services between transport modes
► It brings together transport operators and third parties (e.g. retail, leisure or health services) to provide a seamless user experience
Mobility (City) ManagerPublic funding
Infra. Asset
KPIs
Added value services
New revenuesPrivate funding
DELIVERING COMPLETE MOBILITY
► IT architecture► Appropriate Technology
► Data on use and preferences► Market Segmentation
► Appropriate governance and partnership
► Agreed outcomes
Smart Networks
Customer Relationship Management
Balanced Pricing
20
MOBILITY SERVICE DESIGN
► Bring together user needs and city needs
► Use technology as a lever
► Behavioural Change
► Opening up new options for mobility
► Joining the dots – piecing elements together
► Add value
SERVICE DESIGN is using product design processes and applying them to service design
We are offering service design in a transport context
21
TAKING A 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
22
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
23
SERVICE DESIGNER’S TOOLBOX
DISCOVER DEFINE DEVELOP DELIVER
AIMSContext Definition – city, organisation,
community
Problem understanding, user
needs overview
Product definition, solution design implementation
planning
Product/Service implementation
PROCESSESContext 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
OUTPUTSKey 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
24
StoryboardingParticipant observation
Mystery traveller journeys
Co-design workshops
BrainstormingData mining / trend
analysisVisualising Scenario building
User-profiling and segmentation
Wire-framing Blueprinting Incentive design
PrototypingBusiness model
canvasElevator pitches
Commercial exploitation plans
SERVICE DESIGNER’S TOOLBOX
25
TRADITIONAL SEGMENTS
Elderly / Retiree
Youth CBD workers
Students
Full Time workers
Part Time workers
Rural dwellers
Tourists
Licence Holders
28
REACHING DIFFERENT SEGMENTS
Tackle a challenge Elderly people who are forced to stop driving can become immobile and isolated
Design a solution“Car Freedom” aggregates users as well as transport services to provide an affordable alternative to the car which appeals to the elderly
BUT … Not just for elderly
• People may need to stop driving at any age due to physical illnesses
• People may wish to live greener lifestyles by reducing their reliance on their car
AND… Maybe some people only want to reduce driving
Example: “Car 2 Freedom” supports two car households who want to reduce to one car.
29
Elderly
Physically unwell or disabled
Inner-city
dwellersWho gives
up their car?
Environmentally Conscious
2 car families
SEGMENTS BASED ON LIFESTYLE OR A TRANSITION
30
MODIFIED SEGMENTS – CAR FREEDOM
Elderly / Retiree
Youth
CBD workers
Students
Full Time workers
Part Time workers
Rural dwellers
Tourists
Licence Holders
Disabled / Physically
Unwell
Environment Conscious
31
OFFER VALUE: INCREASE REVENUE
Current Users Non-users
Non-traditional revenue streams
New income from enhanced ser-vices
Current Income
Pas
sen
ger
Pat
ron
age
&
Rev
enu
e
Current users will increase their usage of, or pay
more for, transport which offers value to
them
A new and enhanced
transport offer will be designed to be attractive to people who
do not currently use transit
32
34
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
En-Route
DESIGNING FOR A NON-TRANSPORT NEED
35
OPEN OXFORD
HELP DESK
FULFILMENT
REPORTING
Payment Encoding Postage
ISSUANCE
Readers
PollingBack Office
Integration
Data Management
Reconciliation
ACCEPTANCE
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
WALKABOUTWalking App for NHS London
Description:■ Changing behaviour to reduce the
impact of obesity ■ A smartphone app to prompt & maintain
behavioural change. It will ‘nudge’ public transport users to extend their walking activity.
■ Integrated with real-time public transport service information systems.
Target Customer:■ Aimed at the increasing numbers of
obese adults in the city of London.■ In particular, public transport users who
walk on a daily basis but not at a level which delivers health benefits.
36
Key Benefits:■ Makes the link between transport and
health by addressing obesity through increased walking.
■ Easily fits additional walking into daily commuting activity by exploiting underused time – waiting at a bus stop.
More info on our blog:www.walkingapp.wordpress.com
The Challenge■ To identify hyper-local media propagation methods
■ Develop means to promote a sense of community
and actively communicate with public transport
users
The Product■ Hyper-local communications module
■ Provides targeted community / retail information
along public transport routes
■ Supports access to advertising revenue streams
The Technology System elements■ Web-portal
■ Content management system
■ QR codes
■ Upload and rate news
■ Link to main transport corridors
http://youtu.be/7mkRqdb2Iuo
En-Route
EN ROUTE
38
39
The Challenge■ Provide a mobility resource for elderly
citizens and carers looking to give up their
car
The Product■ Membership module for car “giver-uppers”
■ Discounted mobility options for members
■ Travel planning tools and reporting
The Technology System elements■ Web-portal
■ Monthly invoicing
■ Customer care centre
■ Back office fulfilment
CAR FREEDOM
TRANSLINK - VANCOUVER
40
■ Assessing challenges and opportunities for Mobility Management
■ Work is part of Regional Transport Strategy activities
■ Focusing on big issues – e.g. ageing■ Mindful of opportunity of Compass Card in 2013■ Internal workshops with staff and stakeholders■ Development of a catalogue of Illustrative
Products■ Work in progress: delivery early 2013
TRANSLINK – BRISBANE, AUSTRALIA
41
■ Assessed challenges and opportunities for Mobility Management■ Urban sprawl (3.5 million pop.)■ Rapid population growth■ lack of connectivity■ high transit prices■ public discontent ■ reducing of public funding
■ Defined Mobility Management in Brisbane context■ High level business case for Mobility Management■ Approach having resonance and further opportunities for roll out
MMM Group Limited
100 Commerce Valley Drive WestThornhill, ON Canada L3T 0A1
t: 905.882.1100 | f: 905.882.0055e: [email protected]