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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

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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

TRANSPORTATION

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MMM is an expert in developing effective transportation strategiesNew Urban Mobility Group – Mobility Management

TOM MIDDLEBROOK, P.ENG.

■ 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

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OUTLINE

►World Survey / Trends

►City Mobility Index

►Mobility Management / Service Design

►Mobility Management examples

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MMM GROUP LIMITED

CITIES AND MOBILITY

SURVEY OF MEGACITY OFFICIALS & INFLUENCERS (N=522 ACROSS 25 CITIES DURING OCT./NOV. 2006)

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MEGACITIES CHALLENGES:Transport is Major Driver of City Competitiveness

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(Latin America 21%)

(Africa 13%)

(Africa 13%)

(Latin America 21%)

(India / China 11%)

(Asia 9% and Latin America 8%)

(India/China 12% and Africa 10%)

(India/China 12% and Latin America 6%)

Importance for Economic Attractiveness Unprompted Percentages (n=522 in 25 cities)

SUMMARY

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► 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

COMPLETE MOBILITY

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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.

► Complex trips► Consumer► Congestion► Enabling Technology► Gov. Policy

Definition Element

► Globalization ► Urbanization ► Land use ► Ageing ► Workforce participation► Smaller households► Affluence► Consumer culture► Motorization ► Congestion► Env. awareness ► Infrastructure spend► ICT availability► Governance

► 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

MAPPING TRENDS TO DEFINITION

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Influencing Factor AttributeTrends

► End-User Focused

► Seamless► Value

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COMPLETE MOBILITY INDEX

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TOWARDS A MOBILITY APPROACH

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Complete MobilityFuture 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.

 

THE JOURNEY TO MOBILITY MANAGEMENT

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THE TWO PARTS OF A FUTURE TRANSPORT STRATEGY

The Strategic Transport

Model Mobility

Management Strategy

Mobility Management

Model

User needs

Value based mobility services

Incentivise behaviour & management demand

Monitor system performance

Infrastructure and services

Baseline performance data and growth demands

MMM GROUP LIMITED

MOBILITY MANAGEMENT

KEY ELEMENTS OF MOBILITY MANAGEMENTUnique Elements

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► 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

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Aggregating the Offer Personalising the Offer Designing In Value

Integrating modes and services

Integrating Lifestyle and Mobility Delivering Value

Open Data Feedback Trust and Assurance

Partnerships Booking and payment facilitation

Intelligent Demand Management

Transparent and Dynamic Pricing

Incentivising behavioural change

MOBILITY MANAGEMENT METHODOLOGY

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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

Mobility (City) ManagerPublic funding

Infra. Asset

KPIs

Added value services

New revenuesPrivate funding

DELIVERING COMPLETE MOBILITY

► IT architecture► Appropriate Technology

► Data on use and preferences► Market Segmentation

► Appropriate governance and partnership

► Agreed outcomes

Smart Networks

Customer Relationship Management

Balanced Pricing

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MOBILITY SERVICE DESIGN

► 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

SERVICE DESIGN is using product design processes and applying them to service design

We are offering service design in a transport context

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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

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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

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SERVICE DESIGNER’S TOOLBOX

DISCOVER DEFINE DEVELOP DELIVER

AIMSContext Definition – city, organisation,

community

Problem understanding, user

needs overview

Product definition, solution design implementation

planning

Product/Service implementation

PROCESSESContext review and

analysis, engagement Co-Design, future

visioning, Co-Design, prototyping

Delivery planning, business change

management

TOOLS

Data mining, trend analysis, media

review, User profiling, Mystery traveller audits, interviews

journey experience, storyboarding, blueprinting,

User product testing, wireframing, moscow analysis, partnering

Commercial exploitation plans

OUTPUTSKey user segments,

user challenges, opportunities roadmap

Problem statement, opportunities matrix, solutions catalogue,

outline design guidelines

Technical specification,

blueprints, business case, business change

strategy, business model development

Product/Service implementation

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StoryboardingParticipant observation

Mystery traveller journeys

Co-design workshops

BrainstormingData mining / trend

analysisVisualising Scenario building

User-profiling and segmentation

Wire-framing Blueprinting Incentive design

PrototypingBusiness model

canvasElevator pitches

Commercial exploitation plans

SERVICE DESIGNER’S TOOLBOX

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MMM GROUP LIMITED

DESIGNING FOR SEGMENTS

DESIGNING FOR SEGMENTS

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TRADITIONAL SEGMENTS

Elderly / Retiree

Youth CBD workers

Students

Full Time workers

Part Time workers

Rural dwellers

Tourists

Licence Holders

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REACHING DIFFERENT SEGMENTS

Tackle a challenge Elderly people who are forced to stop driving can become immobile and isolated

Design a solution“Car Freedom” aggregates users as well as transport services to provide an affordable alternative to the car which appeals to the elderly

BUT … Not just for elderly

• People may need to stop driving at any age due to physical illnesses

• People may wish to live greener lifestyles by reducing their reliance on their car

AND… Maybe some people only want to reduce driving

Example: “Car 2 Freedom” supports two car households who want to reduce to one car.

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Elderly

Physically unwell or disabled

Inner-city

dwellersWho gives

up their car?

Environmentally Conscious

2 car families

SEGMENTS BASED ON LIFESTYLE OR A TRANSITION

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MODIFIED SEGMENTS – CAR FREEDOM

Elderly / Retiree

Youth

CBD workers

Students

Full Time workers

Part Time workers

Rural dwellers

Tourists

Licence Holders

Disabled / Physically

Unwell

Environment Conscious

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OFFER VALUE: INCREASE REVENUE

Current Users Non-users

Non-traditional revenue streams

New income from enhanced ser-vices

Current Income

Pas

sen

ger

Pat

ron

age

&

Rev

enu

e

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

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MMM GROUP LIMITED

MOBILITY MANAGEMENT EXAMPLES

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Open Oxford■ Regenerating

activity in the city centre

Walkabout■ Reducing levels

of obesity in the community

En-Route■ Enhancing the

relevance of hyper-local media

Car Freedom■ A support tool for

older persons giving up their car

En-Route

DESIGNING FOR A NON-TRANSPORT NEED

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OPEN OXFORD

HELP DESK

FULFILMENT

REPORTING

Payment Encoding Postage

ISSUANCE

Readers

PollingBack Office

Integration

Data Management

Reconciliation

ACCEPTANCE

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

WALKABOUTWalking App for NHS London

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.

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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

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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

EN ROUTE

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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

CAR FREEDOM

TRANSLINK - VANCOUVER

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■ 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

TRANSLINK – BRISBANE, AUSTRALIA

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■ 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

MOBILITY MANAGEMENT

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Tom Middlebrook

Vice President, Urban Mobility

November 2012

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THANK YOU

MMM Group Limited

100 Commerce Valley Drive WestThornhill, ON Canada L3T 0A1

t: 905.882.1100 | f: 905.882.0055e: mmm@mmm.ca