1 / 44

INTEGRATED URBAN MOBILITY

INTEGRATED URBAN MOBILITY. Tom Middlebrook Vice President – Urban Mobility Session 9 - Transit To Inspire and Influence the evolution of Integrated Urban Mobility ACT Canada Sustainable Mobility Summit November | 2012.

alana-coffey
Download Presentation

INTEGRATED URBAN MOBILITY

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

  3. transportation • MMM is an expert in developing effective transportation strategies • New Urban Mobility Group – Mobility Management

  4. 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 Tom Middlebrook, P.Eng.

  5. OUTLINE • World Survey / Trends • City Mobility Index • Mobility Management / Service Design • Mobility Management examples

  6. CITIES AND MOBILITY

  7. Survey of Megacity Officials & Influencers (n=522 across 25 cities during Oct./Nov. 2006)

  8. Megacities challenges:Transport is Major Driver of City Competitiveness Importance for Economic Attractiveness Unprompted Percentages (n=522 in 25 cities) (Latin America 21%) (India / China 11%) (Africa 13%) (Latin America 21%) (Africa 13%) (Asia 9% and Latin America 8%) (India/China 12% and Africa 10%) (India/China 12% and Latin America 6%)

  9. Summary • 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

  10. Complete Mobility 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.

  11. MAPPING TRENDS TO DEFINITION Definition Element • 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 Influencing Factor Trends Attribute • Globalization • Urbanization • Land use • Ageing • Workforce participation • Smaller households • Affluence • Consumer culture • Motorization • Congestion • Env. awareness • Infrastructure spend • ICT availability • Governance • Complex trips • Consumer • Congestion • Enabling Technology • Gov. Policy • End-User Focused • Seamless • Value

  12. COMPLETE MOBILITY INDEX

  13. TOWARDS A MOBILITY APPROACH

  14. THE JOURNEY TO MOBILITY MANAGEMENT • Complete Mobility • Future 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.

  15. THE TWO PARTS OF A FUTURE TRANSPORT STRATEGY • Monitor system performance • Infrastructure and services • Baseline performance data and growth demands Mobility Management Model The Strategic Transport Model Mobility Management Strategy

  16. MOBILITY MANAGEMENT

  17. KEY ELEMENTS OF MOBILITY MANAGEMENTUnique Elements • 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. 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

  20. DELIVERING COMPLETE MOBILITY Smart Networks Public funding KPIs Mobility (City) Manager Infra.Asset Added value services Privatefunding New revenues Customer Relationship Management • Appropriate governance and partnership • Agreed outcomes • IT architecture • Appropriate Technology • Data on use and preferences • Market Segmentation Balanced Pricing

  21. 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 Mobility Service Design SERVICE DESIGN is using product design processes and applying them to service design We are offering service design in a transport context

  22. 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

  23. 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

  24. SERVICE DESIGNER’s Toolbox

  25. SERVICE DESIGNER’s Toolbox

  26. DESIGNING FOR SEGMENTS

  27. DESIGNING FOR SEGMENTS

  28. Traditional Segments Part Time workers Full Time workers Elderly / Retiree Students Tourists Youth CBD workers Rural dwellers Licence Holders

  29. Reaching different segments

  30. 30 Segments based on lifestyle or a transition Elderly Inner-city dwellers Who gives up their car? 2 car families Physically unwell or disabled Environmentally Conscious

  31. MODIFIED Segments – CAR FREEDOM Disabled / Physically Unwell Full Time workers Part Time workers Tourists Students Youth Elderly / Retiree Environment Conscious CBD workers Licence Holders Rural dwellers

  32. Offer Value: Increase Revenue 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

  33. MOBILITY MANAGEMENT EXAMPLES

  34. Designing FOR a non-transport need Open Oxford • Regenerating activity in the city centre Walkabout • Reducing levels of obesity in the community Car Freedom • A support tool for older persons giving up their car En-Route • Enhancing the relevance of hyper-local media En-Route

  35. Open oxford • 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 Payment Encoding Postage ISSUANCE Data Management Readers REPORTING HELP DESK ACCEPTANCE Integration Reconciliation FULFILMENT Back Office Polling

  36. 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. WALKABOUTWalking App for NHS London 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

  37. EN ROUTE • 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

  38. Car freedom • 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

  39. Translink - vancouver • 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

  40. Translink – BRISBANE, AUSTRALIA • 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

  41. Mobility Management

  42. THANK YOU Tom Middlebrook Vice President, Urban Mobility November 2012

  43. MMM Group Limited 100 Commerce Valley Drive WestThornhill, ON Canada L3T 0A1t: 905.882.1100 | f: 905.882.0055 e: mmm@mmm.ca

More Related