Future of Mobility in Greater Manchester: Revolutionizing Transportation with Mobility as a Service

1. Overview of Mobility as a Services activities in Greater Manchester Olga Anapryenka, Senior Consultant, Intelligent Mobility and Smart Technologies, Atkins • 9th July 2019

2. Current situation Increasing transport demand is leading to an unstainable load on the transport system and the growing need for seamless mobility to shift from car-ownership usership to on-demand transport service • Current Pain Points for Public Transport users: • The system is fragmented and does not provide a smooth travel experience as the ticketing, paymentand usage varies for different transport modes. • The service is unreliable and irregular with frequentdelays. • Travelling via public transport is often overcrowdedwith hugegaps in supply-demand during peak travel hours. • The service is seen to be very slow, especially bus with regular delays.

3. MaaSin Greater Manchester Mobility as a Service (MaaS) is described as a novel approach to mobility, that can change the overall understanding of access to transportation and reduce the necessity of car ownership. It aims to provide mobility services using a digital interface that offers tailor made mobility solutions based on individual needs and preferences, breaking habitual behavior, whilst providing cities with significant data insights to better manage the network and influence behaviour. Gradually provide a more robust case for MaaS in Greater Manchester to achieve GM’s strategic goals and Mayor's Vision Integration across different modes Improve users' experience – real time updates and journey planning Encourage active travel – Travel Demand Management Connect people to jobs reducing social disparity Customer focussed transport system Match the convenience of sustainable modes compared to using private car - Encourage modal shift Reduce congestion along key mobility corridors - Meet the zero growth in car Stimulate economic growth Reduce carbon emissions and air pollution – reduce impact on the environment GM 2040 Transport Strategy Local Industry Strategy Make travel easier in GM 3

4. What is Mobility as a Service (MaaS) for the customer? Mobility as a Service is the integration of the 6 elements of a journey into a single service offering for the customer REAL TIME INFORMATION MULTI-MODE TRAVEL JOURNEY PLANNING EASY WAYFINDING INTEGRATED TICKETING RE-ROUTING

5. Overall Context 2017 2018 2019 2020+ Case for MaaS in GM Phase 0 Phase 1 Interim Phase Future development Discover Discover & Design Stakeholder Engagement Build & Grow

6. Timeline: Development of Case for Maas in GM 1-2-1 meetings with key internal stakeholder to understand projects and initiatives impacting MaaS delivery in GM Workshop with Transport operators and other external stakeholders to introduce MaaS concept and share GM’s vision for MaaS development 1-2-1 meetings with transport operators to develop agreements for PoC and understand opportunities and challenges to MaaS implementation Nov 17 Oct 17 Sept 17 MaaS PoC design User research for PoC design MaaS portfolio review Joint working session with TfGM senior leadership teamtoshare PoC results, build mutual understanding of MaaS vision identify next steps Workshop with external stakeholders and transport operators to share PoC results, build understanding of expectation from MaaS, gather intelligence on opportunities and challenges. Engagement with PoC participants to gather feedback on PoC and build evidence on change possible through MaaS. Workshop with key TfGM stakeholder for PoC blueprint design and develop key metrics to measure for PoC Apr 18 Apr 18 Mar 18 Dec 17 Case for MaaS development Live MaaS trials Reengagement with PoC participants tounderstand the long-term impacts of participation in the MaaS PoC and change in perception over time Workshop with key internal TfGM stakeholders toidentify Critical Success Factors for MaaS, opportunities and challenges for various stakeholder and identify next steps 1-2-1 meetings with key TfGM internal stakeholder to understand from a business unit perspective opportunities and challenges with MaaS and identify next steps Development of the financial and commercial Case for MaaS in Greater Manchester Jul 18 May 18 Jun 18 Stakeholder Engagement Summary Updated TfGM MaaS Business case 6

7. Stakeholders in GM’s MaaS Ecosystem MaaS Users Engaged with: 238 people in Salford willing to participate in PoC, 39 PoC participants. TfGM Engaged with: SLT, SMART, IS, Metrolink, Policy, Fares and Ticketing, Finance, UTMC, Bus, Innovation, Strategy, Procurement, Portfolio, Bus Franchising. 3rd Party companies Engaged with:Atkins, Trapeze group, Conduent, Mobilleo, ITO world, Ferrovial, Amey, Trak Global group, Austin Analytics, Travelspirit, Transport System Catapult, UCL, University of Manchester, Fluidtime, Upstream, Transport Systems Catapult. Transport Operators Local Authorities Engaged with: Arriva, KeolisAmey, Cowheels, Enterprise holdings, Transpennine express, Ford Charriot, Gett UK, First, Cabguru, Mobike, Hayfield Sustainable Transport, E-Car Club, Stagecoach, Arriva, Transdev, Uber. Engaged with: Salford City Council, Stockport City Council, West Yorkshire Combined Authority, GM Bus partnership 7

8. Mobility as a Service: Proof of Concept

9. Overview 13 Partner Organisations 39 Participants 250 recruited 4 Weeks ~626 Journey Plans Active Travel Modes Public Transport Modes Private Modes 2 3 3 MaaS functionalities provided • PERSONALISED JOURNEY PLANNING • MULTI-MODAL TRAVEL • EASY WAYFINDING • REAL TIME INFORMATION • RE-ROUTING • INTEGRATED TICKETING

10. Key results 29 14 626 35 5 40 Comfort Fitness PARTICIPANTS PARTICIPANTS IN TOTAL SENT 11 110 16 21% 73% of participants are more willing use active travel modes post PoC. of 626 journeys included 2 or more different transport modes JOURNEY PLANS REAL-TIME UPDATES RE-ROUTING WHEN DISRUPTION NUDGES BEHAVIOURAL JOURNEYS ACCEPTED JOURNEYS 86% 14% 27% 26% of participants say that their perception towards PT has positively changed of participants more willing to use PT post PoC. Primary journeys Secondary journeys Underpinned by extensive work to build commercial and financial models required for MaaS

11. Key results 89% of people who used DRT service would recommend it Integrated ticketing and real time updates are the favourite functionalities from users. Real time updates & re-routing, easy wayfinding and journey planning helped to reduce travel related stress

12. Post trial behaviour change 5 months after the Proof of Concept 20% have started doing more active travel 22% would consider giving up personal car for a MaaS like service 40% sometimes travel through a new route or mode after the PoC. Multi-modal travel, integrated ticket, disruption re-routing and personalised journey planning are still the favourite MaaS functionalities for participants. ££ Majority willing to pay more for a MaaS like service

13. What is next?

14. Work to date on commercial and financial case Initial development and analysis of different MaaS delivery options Development of MaaS commercial model Initial analysis of Present Value of Benefits Initial development of cost model for MaaS Identification of possible funding options 14

15. Next steps • Continued work on the financial model for MaaS identifying revenue streams and building confidence in the assumptions. • Using results from IMOVE and MaaS4EU to build on the results from the PoC and get further confidence in the economic impact and financial impact of MaaS. • Next iteration of MaaS delivery options based on the findings from IMOVE and MaaS4EU pilots. • Willingness to Pay study to understand the customer proposition for MaaS and what the products and pricing should be. • Linking MaaS into with CAVs, EVs, bikeshare, IOT and BAU operational services.

16. Thank you!Olga.Anapryenka@atkinsglobal.com