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

CITIES AND MOBILITY

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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

DEFINING MOBILITY MANAGEMENT

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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?

WHAT DOES IT DO?

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User Needs System Needs

PIECING IT ALL TOGETHER

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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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MOBILITY MANAGEMENT APPROACH

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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

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THE USER ENGAGEMENT PATHWAY

Capture

Identify

Manage

Influence

…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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MOBILITY DESIGN METHODOLOGY

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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

MOBILITY MANAGEMENT EXAMPLES

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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

MMM Group 3 Hill Street

Edinburgh, EH2 3JP, UKt: +44 (0)131 226 1045

Thank you!