empower - polis network · empower is 2. with funding from the european union’s horizon 2020...
TRANSCRIPT
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
EMPOWERBy Marcel Meeuwissen
1
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
EMPOWER is
2
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
EMPOWER ICT-tools
Commute Greener
• Commuting focussed in
• Organiser bound to
commuting
• Semi IT configuration needed
• Target: Focused set up
• Think: Train = go along fixed
line
*Zwitch
• Simple app for user
• Quick start for organiser
• Minimal IT configuration (fast)
• Target: Mini-experiment and
campaign set-up
• Think: Victorinox = do what
you want
SMART
• Flexible and rich app
• Largest organiser engagement
• Most rich IT configuration
• Target: Focused and tailored
set-up
• Think: Versatility = need skills
to steer
3
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
EMPOWER City family• Living Labs
• Enschede
• Gothenburg
• Helsinki
• Milton Keynes/Schotland
• Take-Up Cities• Antwerp
• Bologna
• Budapest
• Milan
• Newcastle
• Odense
• Reading
• Over 70 followers4
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Three success factors
Users Technical ToolsInvolvement of
stakeholders
5
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Users
Effective
Marketing
Attractive
incentivesUsers
6
Use
rs
• Tools that support people (TomTom – Strava)
• Tools that want to change people (Zwitch – SMART)
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Marketing – stories to tell & rewards
Susatianable
travel
Healthy life
styleGamification Altruism
7
Webshop with localsuppliers
Charity goals
Gamification Employer schemes
Use
rs
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
8
Recruitment: test run
Use
rs
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Recruitment: pictures A-B
9
Use
rs
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
• Recognizable as
Stenpiren in Göteborg;
goofy, but still relatable,
in familiar settings that
personalize the
experience for the
viewer.
• Purple and yellow, the
SMART branding colors;
parents and children, a
relatable scene.10
Use
rs
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Involvement of stakeholders: High
potential business models
11
GOVERNMENT Sta
keh
old
ers
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Using tools
12
IN
Incentives
Travel
data of
people
OUT
Tech
no
lgy
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Insight in who and where
13
Amount of
people
Departure
Postal code
TUNNEL
Bottlenec
k
Tech
no
lgy
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Available alternatives
14Travel time
Tech
no
lgy
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Using SMART
15
IN
IncentivesTravel data op people
Evaluation data
Behavioural change
OUT
Tech
no
lgy
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
People did change behaviour
1
1,5
2
2,5
3
3,5
4
4,5
5
Walk
more
often
Cycle
more
often
Use PT
more
often
Burn
more
Calories
Choose
another
route
Totally
disagree =
1 ... totally
agree = 5
Change mobility because of
challenges
Using SMART (N = 34) Stopped using SMART (N = 52)
1
1,5
2
2,5
3
3,5
4
4,5
5
Walk
more
often
Cycle
more
often
Use PT
more
often
Burn
more
Calories
Choose
another
route
Totally
disagree =
1 ... totally
agree = 5
Smarties have the potential
to change behaviour
Using SMART (N = 34) Stopped using SMART (N = 52)
16
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
• Gifts are more popular than money.
• Occasional cyclists/car users e are more positive about using the app.
• People changed…but changed back after the incentive periode
17
Which positive incentives are liked best?
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Life isn’t always easy: -> Our Zwitch Offer
Users Technical ToolsInvolvement of
stakeholders
18
Recruitment plan
You?
Zw
itch
Off
er
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Start your own campaign next week
Go to Zwitch.eu Register your city/organisation
Configure campaign Recruit and manage users
19
ww
w.z
witc
h.e
u
Zw
itch
Off
er
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Thanks!!
Marcel Meeuwissen
Drs. M.C.P. (Marcel) Meeuwissen
Senior Consultant Smart Mobility & Cities
City of Enschede
Department of City Development
www.empowerproject.eu
www.mobility-apps.eu20