Fiona Blackley - What is Possible?
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Transcript of Fiona Blackley - What is Possible?
OUR SPONSORS
Fiona BlackleyMMM Group, Edinburgh
Shared Mobility and Transit2013 CSA Conference, TorontoTuesday 17th September 2013
Developments in CarSharing Markets: What is Possible?
WHAT IS POSSIBLE?
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I always feel like a valued
customer
I receive a single bill for all of my
travel
I have one device that
pays for everything
I don’t need to own a car to get to work or collect
my groceries
I can book premium or on-demand services if I need them
IMAGINE IF….
IMAGINE IF….
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Transport providers knew
why each customer was
travellingTransport
providers had effective tools 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
WHAT IS HAPPENING NOW
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GLOBAL MEGATRENDS
GlobalisationUrbanisationLand Use Ageing Workforce ParticipationSmaller HouseholdsAffluenceConsumer CultureMotorisationCongestionEnvironmental Awareness Infrastructure SpendICT AvailabilityGovernance
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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BROADCAST → INTERACTION
Broadcast Interaction
If you build it, they will come….
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“FIELD OF DREAMS” APPROACH
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THE END OF OWNERSHIP?
↓ Decline in traditional ownership model of material goods↑ Rise in renting, subscription & pay-per-use products
DEFINING THE FUTURE
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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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THE FUTURE = MOBILITY MANAGEMENT
ACHIEVING BALANCE
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User Needs System Needs
PIECING IT ALL TOGETHER
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Use technological advances 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 makeeconomically rational & personally optimalmobility decisions on a day-to-day basisand at key life-change points such asmoving home
Helps people to select the right mode forthe right trip at the right time
Makes life easier!
WHAT DOES IT MEAN FOR COMMUNITIES?
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Promotes Liveable Communitieswhere people want to live, work,study, visit and play
Stimulates Transit OrientedDevelopment where the mostdesirable properties are locatedclosest to sustainabletransportation links
Prioritises the development of active transportation networksthrough the design of Complete Streets
WHAT DOES IT MEAN FOR TRANSPORTATION PROVIDERS?
Requires providers to work together in partnership ensuringseamless integration, value and personalization to the end users.
Requires a shift in culture and modus operandi from single modeproviders to role of enabler or facilitator of integrated mobility:
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Mobility Enabler
Single Mode
Provider
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USER FOCUS
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UNDERSTANDING THE USERS
IT’S NOT ABOUT THE VEHICLES……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
CaptureIdentify
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 USER FOCUS, WOULD YOU KNOW….
MY PERSONAL CAR SHARE EXPERIENCE
EdinburghNearest vehicles 8/9 mins walk awayNot attractive option compared to bus, bike, taxi Cost calculator estimates minimal savings compared to private car
OttawaNearest vehicle right outside
UK driving licence not valid for hire
DESIGNING FOR CUSTOMERS
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DESIGN PRINCIPLES
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Supporting Lifestyle
Feedback
Booking & Payment Facilitation
User Value
Trust & Assurance
Intelligent Demand Management
Incentivized Behaviour Change
Transparent & Dynamic Pricing
Integrating Modes
Open Data
Partnerships
HEATHROW EXPRESS: USER VALUE
■ London’s Heathrow Airport to Downtown
■ 16,000 passengers take the Heathrow Express on a daily basis
■ “Heathrow Express” standard ticket costs £20 ($32) for 15 minute journey
■ 1st class ticket costs £28 ($44)
■ London Underground can cost as little as £3 ($5) BUT takes around 1 hour
- For business people arriving at Heathrow, saving 45 minutes is a valued option
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SPITSMIJDEN, NETHERLANDS: TRANSPARENT & DYNAMIC PRICING
■ Pilot project
■ Paid participants to travel by public transport or out of peak time
■ Used smart phones to provide information and cameras to enforce
■ Discounts and personalized transport planning advice
■ 20-50% change away from peak car use
OPOWER HOME ENERGY REPORTS: FEEDBACK
■ Opower compares your energy use to that of your neighbours’■ All Neighbours■ Efficient Neighbours
■ Customized feedback and tips for change
TTC & AIR MILES: INCENTIVIZING BEHAVIOR CHANGE
■ 2010 collaboration between Toronto Transit Commission and LoyaltyOne
■ TTC/Air Miles Reward Miles Project
■ Offered 150 Air Miles for opening a new account with TTC MetropassDiscount Plan (MDP)
■ Trial showed 57% increase in sales of annual transit passes
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MOBILITY DESIGN METHODOLOGY
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Mobility Management methodologyConsider 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
TURNING THEORY INTO REALITY
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Mobility Management applies Service Design techniques to Transportation
USING DESIGN TECHNIQUES
Product Design Service Design
4Ds OF DESIGN
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Based on the British Design Council’s “Double Diamond” Design Process Model
Discover Define Develop Deliver
Discover broad
context
Define precise problem
Develop bespoke solution
Deliver resulting service
DESIGN TECHNIQUES
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MOBILITY MANAGEMENT EXAMPLES
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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
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MAP YOUR MOVE, METRO VANCOUVERMANAGING TRAVEL DEMAND
The Challenge:■ Prompt house-movers to consider
transportation options early in theirrelocation decisions
The Product:■ Web-based calculator tool for
people moving home■ Integrates mobility options into
lifestyle prior to choice of location
Key Benefit:■ Encourages people to move to neighbourhoods with a good range of
sustainable mobility options e.g. active travel, transit, car share
http://youtu.be/7mkRqdb2Iuo
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Mobil.punkt BREMEN, GERMANYIMPROVING QUALITY OF URBAN STREETS
The Challenge:■ Reduce amount of space taken up by parked
cars which were rarely moved
The Solution:■ Integrating accessible, reliable, convenient and
affordable car sharing into the transportationsystem
■ Mobil.punkt - Multi-modal nodes for interchange■ AutoCard - Transit ticket add-on to include car share access
Key Benefits:■ Change in state law to reduce car parking requirements at new developments■ Car-replacement rate of 37% - around 11 replaced cars per car-sharing vehicle
MMM Group 3 Hill Street
Edinburgh, EH2 3JP, UKt: +44 (0)131 226 1045
Thank you