The future of rush hour avoidance measures

Lessons learned from 4 large projects in the Netherlands

Jorrit Nijhuis (Ministry of Infrastructure & Environment)

Matthijs Dicke-Ogenia (Goudappel Coffeng)

Utrecht, ECOMM22nd May 2015

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Rush hour avoidance measures - characteristics

• Encourage drivers to reduce trips in rush hour• Monetary reward• Reduced number of trips = trips in reference period

– trips in rewarding period• GPS or camera as a registration technology

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Rush hour projects in the Netherlands

• The four largest projects– Brabant– Utrecht– Arnhem-Nijmegen– Rotterdam

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A sustainable behaviour change!

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Be careful with apps

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Costs of rush hour avoidance measure

• Positive social benefit/costs ratio

however …….

• Significant costs for:– Monetary reward – €2.000.000 per year– Registration technology (should a participant be rewarded)

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Service providers:reduction in coststechnology

Government:reduction in costsreward

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• Service providers and government aim at cost effective technology

Participants Costs Effect

Camera registration +++ ++ ++

On board unit (GPS) + +++ +++

Mobile devices (GPS)

++ +

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Alternatives to a monetary reward

• Lottery• Travel information• Webshop• Use of psychology

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Use of psychology

• Major rewarding scheme (money, lottery, webshop, games, travel information)

• More participants ……• …… that show more of the desired behaviour• …… for a longer period of time• …… resulting in a permanent behaviour change

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Classical rush hour avoidance elements

• Scale: corridor, region (city), national

• Financial model: B2G, B2C, B2B

• Effect: short (months), medium (years), long term (structural)

• Selection and registration method: camera's, apps, on board unit (OBU)

• Rewards: financial (money, webshops, lottery), social (feedback mechanisms, communities), moral (avoidance plans)

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Criticism on rush hour avoidance projects

• User:– Privacy (camera surveillance)– Injustice (non participants)

• Government– Investment costs– Financial model (B2G)– Complex & long time to market– Limited competition service providers– Structural effects

• Business– Difficult B2B/B2C business case

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IMMA: Integrated Mobility Management Architecture

• Developed within Program Optimizing Use• IMMA as a new approach:

– Smart use of ITS: mobiles & apps– Integration of rush hour avoidance with other MM

measures

• How it works:– Serviceproviders (apps) need to qualify for IMMA– Apps have (historical) GPS trackings– Travellers receive an “in app pop up” request for

particition in rewarding scheme– If accepted the app is used for tracking, rewarding

& user communication

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IMMA Goals

1. Cost reduction• Less complicated procurement• More market competition• Less structural use of camera’s

2. Shorter time to market

3. Reduction of privacy risks• Less structural use of camera’s

4. Realising structural effects

Source: project plan IMMA, 2015

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IMMA Current proces

• June 2015: product design specifications

• End 2015: qualification proces serviceproviders

• First pilots in 2016 with use of IMMA

• 2016-2017:

Objective baseline

Recruitment

Tracking

Rewarding

User Communication

Enforcement

2017

Projects

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New business models for serviceproviders

• B2G: – Rush hour avoidance projects

Road construction works Programme Optimising Use

– Other MM projects (cycling, public transport use, etc.)– Research (surveys, GPS data)

• B2B:– Employers (MM in companies)– Loyalty programmes (marketing)– Data (user, travel & traffic info)

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Questions & remarks?