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Innovative Public Transport 22 Apr 08 [SBST]
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Transcript of Innovative Public Transport 22 Apr 08 [SBST]
Case Study: SingaporeInnovative Bus Services and Marketing Initiatives to
Promote Public Transport
Terence NgService Development Manager
SBS Transit Ltd
22 Apr 2008
2
Presentation Outline• Evolution of Bus Network
• Service Delivery Model
• Bus Network Innovations
• Marketing Initiatives
Evolution of Bus Network
4
SBS Transit Bus Coverage (2004)
Singapore• Land area of 704 km2
SBS Transit• 2,700 buses• 189 routes• 2.07 million rides daily• 620,000 operated km or 14 times round the globe daily• 7 bus parks, 16 bus interchanges, 16 terminals, • Over 3,500 bus stops
Central Area
New Towns in Singapore
ANG MO KIO
BISHAN
TOA PAYOH
PASIR RIS
TAMPINES
BEDOK
SENGKANG
PUNGGOL
JURONG WESTJURONG EAST
CLEMENTI
BUKIT BATOK
CHOA CHU KANG
BUKIT PANJANG
WOODLANDS
SEMBAWANG
YISHUN
JURONGINDUSTRIAL
ESTATE
CENTRALBUSINESSDISTRICT
(CBD)
SERANGOON
HOUGANG
QUEENSTOWN
6
It works, but not for everyone…
• MRT connects almost all New Towns
Feeder
Feeder
Feeder
Trunk
Trunk
Trunk
MRT
TownCentre
New Town
• Trunk services connect to different destinations
• Feeder/Trunk services connect to the Town Centre
• Rising affluence and expectations – more direct and fast links wanted
7
Declining Mode Share on Bus
Source: Land Transport Authority – Singapore Land Transport Statistics 2005
8
But Buses Can Be Faster…
Source: Land Transport Authority – Singapore Land Transport Statistics 2005
9
But Buses Can Be Faster…
Source: Singapore Department of Statistics - General Household Survey 2005, Release 2: Transport http://www.singstat.gov.sg/pubn/popn/ghsr2/chap1.pdf
Service Delivery Model
11
Unprecedented Initiatives Needed
• A sustainable service delivery model with unprecedented initiatives was needed to: -– Make bus journeys faster and more reliable– Reach out to customers who still prefer buses– Encourage use of public transport– Provide more choice for commuters– Use limited resources creatively
12
Innovation Objectives• Bus Network Innovations
– Market Segmentation– Faster and more direct links – Differentiated fares
• Marketing Initiatives– Enhance bus connectivity– Add value and fun to public transport travel
Bus Network Innovations
14
• Distinctive branding and differentiated fares
• Peak Period Services– For working crowd with faster travel at greater comfort– Examples:
• Off-Peak Services– For discretionary trips – Make better use of off-peak resources– Examples:
Niche Services for Different Market Segments
15
Fast Forward Services• Follows trunk services, but skip stops for faster
journeys during peak hours
• Savings of up to 20% of journey time
• “e” suffix to service number
• Flexible non-stop sectors
• 9 services to date
BOON LAYINTERCHANGE
NEW BRIDGE RDTERMINAL
SERVICE 174
SERVICE 174e
Boon Lay AveBt Batok Central
Dunearn Rd / Bt Timah Rd
Farrer Rd
Napier Rd
Orchard Rd
North Bridge Rd /Hill St
Chin Swee Rd
Jln Jurong Kechil
Flexible Non-Stop Sectors
Fast Forward Services
Fast Forward Services
174e
97e 10e
74e
14e
30e
89e
196e
151e
CENTRALBUSINESSDISTRICT
(CBD)
18
• Single trip from heartlands to CBD during morning peak
• Seating only• Double deck buses deployed
to provide more seats• Optimises buses operating at
the fringe of the morning peak• 26 services to date
Premium Services
Premium Services
534
535
539538
536
537 542
543
540
533
532
548
549557
556
555
569
550
SHENTON WAY
552
553
554
585
559558
545
544
20
• Links heartlands and Chinatown via expressways
• Dragon icon, Chinese characters and auspicious service numbers
• Off-peak/weekend operations
• 3 services to date
• Uses off-peak resources
Chinatown Direct
CT18 – BEDOK
CT8 – ANG MO KIO
CT28 – CLEMENTI
CHINATOWN
Chinatown Direct
Parks Services
23
• Links scenic nature parks to nearest transport hub
• Butterfly and leaf icon
• Weekend and public holiday operations
• 2 services to date
• Uses off-peak resources
Parks Services
24
• Links Singapore Indoor Stadium and National Stadium to heartlands via expressways
• Dynamic operating hours for specific concerts and major events
• 4 services to date
• Uses off-peak resources
Stadium Direct
Stadium Direct
BEDOK
TAMPINES
ANG MO KIO
BOON LAY
26
• Links heartlands to the Orchard Road/Suntec City shopping belt via expressways
• Off-peak and weekend operations
• Seating only• 8 services to date• Uses off-peak resources
CityShopper Services
CityShopper Services
551
577
579
580
581
576
575
578
ORCHARD RD / SUNTEC CITY
28
Revamp of Express Services• Whole-day service since 1997
to tie in with road pricing on expressways
• Revamped in 2005 to have:– Separate route variants
during peak hours– Flexible routing along non-
stop sectors
• 3 services to date
Revamp of Express Services
PIONEER RD NORTH
SUNTEC CITY / MARINA CENTRE
Service 502 (Off-Peak / Weekend)
Service 502AService 502B
Dashed lines denote non-stop sectors
JURONG WESTAVE 1
(Peak Hours)
Revamp of Express Services
518
506
502
31
• Started in 2000 linking night spots in CBD to heartlands
• Friday, Saturday and eve of public holiday operation from 12am to 4am
• Revamped in 2006 to have: -– Common city route – Non-stop sectors for faster
journeys via expressways– Renumbered for easy recognition
• 8 services to date• Uses off-peak resources
Revamp of Nite Owl Services
Nite Owl Services(Before Revamp)
174
162
181
89
16
65
Nite Owl Services(After Revamp)
5N
8N
4N
2N
1N
7N3N
6N
Common City Route
34
63 New and Improved Niche Services since 2005
All by making better use of existing resources
Peak• 9 Fast Forward • 26 Premium • 3 Revamped ExpressOff Peak• 3 Chinatown Direct• 2 Parks • 4 Stadium Direct • 8 City Shopper • 8 Revamped Nite Owl
35
Evolution of Bus Network
255189Total
639Niche Services
192180Trunk & Feeder
20082004
Marketing Initiatives
37
• Automatic Vehicle Management System (AVMS) using GPS
• Better service reliability
• Faster response to incidents
• More even headway and loading
• Real-time bus arrival information available to customers
Better Service ReliabilityAutomatic Vehicle Management System
38
Buses
irisIntelligent
Route Information
System
Operation Control Centers(OCCs)GSM/GPRS
GPS Satellites
Better Service ReliabilityAutomatic Vehicle Management System
39
Intelligent Route Information System
• iris (intelligent Route Information System)– on mobile phones/web– at interchanges/terminals– at bus stops– for every commuter
Real-Time Bus Arrival Information
40
• Most important information available at a glance– Latest News– Marketing Promotions– iRIS Next Bus and Journey Planner– Bus Timetables– Tip of the Month– FAQ
Reaching Out to Our CommutersEnhanced Website
41
Ride and Redeem Programme
• Uses Ez-link card to collect “Transit Dollars” for online bidding and redemption
• Prizes redeemed through e-vouchers • Add value and fun to
travel experience
The “Frequent Flyer” Programme for Public Transport
42
Ride and Redeem Registration
43
Ride and Redeem Redemption
90,000 participants to date!!
44
Win Free Movie TicketsAdding Value To Customers’ Travel Experience
45
Adding Value To Customers’ Travel ExperienceWin A Holiday and Home Appliances
46
Tap-In-Tap-Out Promotion
• Educate concession users to entry and exit process correctly
onboard our buses
• Add value and fun in educating concession users the right way to use their Ez-link cards
Enhanced “Ride and Redeem” for Concession Users
47
The “Amazing Race” on Public TransportBuzz My Day
48
Other Promotions
• More than 60 promotions since 2005
• Schemes are self-funding where prizes are sponsored
– Merchant tie-ups– Festival / holiday
events– Service launches
– Lucky draws – Product giveaways– Online auctions– Promotional
campaigns
Encouraging use of Public Transport
Results and Reactions
Customer Satisfaction
Source: Public Transport Council, 2005/2006 Bus Passenger Satisfaction SurveyLand Transport Authority, 2007 Public Transport Customer Satisfaction Survey
5
5.5
6
6.5
7
7.5
Accessibility ServiceInformation
Comfort Travel Time
Bus Service Attributes
Satisfaction Score
(out of 10)
200520062007
51
Press Coverage
- ST 4 Jan 05
- ST 5 Dec 05
“New Services for Senior Citizens make it more convenient to go to Chinatown”
- LHZB 17 Jan 05
52
Press Coverage
- ST 17 Dec 07- ST 16 Jul 07
- ST 16 Jul 07
- ST 9 Sep 07
53
Land Transport Excellence Awards
Ridership on SBS Transit Buses2.28
2.10
2.072.05
2.09
2.19
2.00
2.10
2.20
2.30
AverageDailyRides
(million)
2002 2003 2004 2005 2006 2007
Year
2005Bus Network Innovationsand Marketing Initiatives
55
“The days when people took what you gave them are over.
We want to add value and fun in travelling to satisfy our customers,
and not just offer run-of-the-mill services.”
Mr Vincent Loh Vice President, Service Development
SBS Transit Ltd (Straits Times 5 Dec 05)