Revolutionizing Transportation in Scotland: Embracing Multi-Modal Solutions

1. Demand Responsive Transport multi-modal solutions – a new strategy for Scotland?Brian Masson, Projects Manager, Angus Transport Forum and Honorary Research Fellow, CTR, University of Aberdeen. Aberdeen University 12 March 2008

2. Changes in Society 1960 - 2007 • 24/7/52 living, working patterns • Improved Standard of Living • Higher Expectations • Improved Communications • Distances Travelled increasing • People Value Time More Aberdeen University 12 March 2008

3. Decline in Public Transport Use • Started with the end of petrol rationing in 1957 • Failed to respond to design and planning of towns - Cul De Sac Culture, Out of Town Retail and Entertainment etc • Failure to respond to Sunday Retailing (26 years ago) • Lack of Multi Modal ticketing from October 1986 • Poor Perception of quality, cost and reliability Aberdeen University 12 March 2008

4. Problems With Current System • Does not recognise the ever changing needs of the individual or communities. • Does not maximise the use of resources • Too many stakeholders in decision making/supply chain • Inflexible regulatory policies Aberdeen University 12 March 2008

5. Challenges facing society • Peak oil production will be/has been achieved • World population to grow by 30% by 2030 • Energy Costs increasing • Food costs increasing/Shortages may soon be commonplace • Global Warming • Over 60s population to increase by 50% in the next 10 years • Globalisation Aberdeen University 12 March 2008

6. Why do we have to think about changing now in Scotland? • Increasing elderly population – government commitment for more elderly people to live independently at home. • Economy – Scotland has to compete in Global markets. Important to maximise the value of public money spent on transportation • Legislation – disability discrimination • Health – access to centralised health facilities must recognise the needs of patients • Young people – after school clubs now an essential aspect of family life particularly in rural areas • Training and employment • Environmental issues - Climate Change, congestion Aberdeen University 12 March 2008

7. Demand Responsive Transport (DRT) What is it? • All transport services are Demand Responsive or they should not exist • Recognises the needs of individuals, businesses and service procurers • Multi Modal – best vehicle, at the best price to meet the known demands • Utilising one point of contact • Variable routing to maximise loading potential within agreed timescales Aberdeen University 12 March 2008

8. Operational framework Virtual Enterprise Flexible Agency for Collective Mobility Services B2C Services B2B Services • resource availability • trip orders • travel plans • payments • ... • booking & reservations • service information • ... Web infrastructure DRT Planning & Operation Services VEHICLE PROVIDERS, TRANSPORT OPERATORS USER GROUPS/ASSOCIATIONS REAL-TIME DATA EXCHANGE (GSM / GPRS) PICK-UP POINT DROP-OFF POINT Aberdeen University 12 March 2008 SERVICE NETWORK

9. FAMS Business Model Aberdeen University 12 March 2008

10. Successful companies in other Sectors • Tesco • Asda • Easy Jet • Marks and Spencer • Ryanair • Google • Ebay Aberdeen University 12 March 2008

11. Why are they successful? • Customer knowledge • Marketing • Distribution • Training • Pricing • Knowing the needs of their customers • No Government Funding – must design service to succeed or die Aberdeen University 12 March 2008

12. Traditional Target Marketing Aberdeen University 12 March 2008

13. The Long Tail Concept Aberdeen University 12 March 2008

14. The needs of customers • Education – How do people find out about the range of available services (bus, taxis, community transport, patient transport, train, plane, ferry)? • Need to expand the role of National Journey planners • Information – required to cover all available services, who qualifies for what, where and when • One stop shop for information and booking services in the same way as a travel agent; online (Expedia, Opodo etc) or by phone • Easy to budget – must cover the actual requirements of individuals, families and businesses 24/7/52 Aberdeen University 12 March 2008

15. Why has this never been done in Public Transport to date? • Lack of supporting technologies • Silo thinking in some agencies • Lack of joint working between departments and agencies and transport operators • Differing legislation across modes • Local interpretation of national and international legislation and directives • Lack of finance and commitment Aberdeen University 12 March 2008

16. Technology and 21st Century • Over the past 10 years there has been a breakthrough in Transport supporting technologies • GPS, GPRS, GSM – Communications • Broadband, Processor Speed and storage • Real Time Information, Smartcard, Chip and Pin Credit Cards, Web based Marketing Blog, Web site • Online booking, payment systems • Real time Scheduling and dispatching • Digital Media, Maps and Video Aberdeen University 12 March 2008

17. Who would benefit? • Consumer • Tax payer • Transport Operators • Transport procurement agencies • Communities • Businesses Aberdeen University 12 March 2008

18. How might DRT/Integrated framework work in Scotland? • New Statutory Framework • Transport Scotland and 7 Regional Transport Partnerships! • Free Concessionary Travel Scheme has demonstrated the need for national framework for transport planning • Scotland has a population of 5 million people. Consistent levels of quality services are required to make the whole country attractive to work, live in and visit. Aberdeen University 12 March 2008

19. Has this approach been used elsewhere? • Over the past ten years extensive research into technologies, business models, service design and delivery and communications has taken place throughout Europe as part of EU funded research and development projects. • (SAMPO, SAMPLUS, VIRGIL, SIPTS, INVETE, FAMS, MASCARA) Aberdeen University 12 March 2008

20. Finland Sweden Netherlands Belgium France Germany Italy Switzerland Declaring an interest Portugal Hungary Ireland Estonia Austria Spain Greece Countries Utilising Large Scale DRT in Europe Aberdeen University 12 March 2008

21. Influence opinions Gain support Local actors Overcome resistance Awareness of travel options Promote TDC /ITS testing/pilots Individuals Regional Transport Authorities Groups Implement mobility schemes Dissemination and Awareness Raising “Active Destinations” Set up funding frameworks Support new schemes Politicians Innovate set up of DRT Schemes Change regulatory framework Transport Operating Groups Invest in ITS, vehicles, & training for DRT Aberdeen University 12 March 2008

22. Way Forward • A responsive, integrated transport system will require a more flexible regulatory framework. • No single transport mode can meet the needs of today’s 24/7 society. We must find a mechanism to link all service providers to the known demand. • Multi modal ticketing is essential to success • Maximise the use of existing resources reducing unnecessary duplication • No single country can develop the systems required to meet global demands. Globalisation requires global solutions adapted to meet local needs Aberdeen University 12 March 2008

23. Summary Partnership working using new technologies can deliver an integrated, coordinated public transport solution, meeting the ever changing needs of the individual, statutory bodies, businesses, communities and transport providers only where there is a will by all stakeholders to improve access to opportunity for everyone. We are all part of the future of public transport and must share a common vision on how this will be developed to the benefit of all. Aberdeen University 12 March 2008

24. Contact Details Brian Masson Projects Manager Angus Transport Forum Phone/fax 0044 (0)1241 878727 atforum@btconnect.com www.angustransportforum.org www.mascaraproject.com Aberdeen University 12 March 2008