Acceptability and social community issues for ridesharing and multimodality success

Nomadic Workshop, Lyon,15 November 2012 Nathalie Dubus, Orange

Amel Attour, Ecole des Mines, Nancy

Instant Mobility and the Future of Internet

Instant Mobility* project:

Context : increasing urban population, solve transportation issues, improve ecological impact and cities attractiveness

Instant Mobility is an European Project bringing together cities (Roma, Istanbul, Nice, Trondheim), solution providers and research institutes; with the aim to study and evaluate the opportunities that future internet technology may bring in urban mobility (car, bus, tramway, bike, walk for instance).

* Instant Mobility is one of the use cases of the Future of Internet FI-PPP (Private Partnership Programme): http://www.fi-ppp.eu/

The Future of Internet

Internet of Things

Internet of Services

Internet of People

Instant Mobility and the Future of Internet

Aim: to resolve the mobility issues by including all the stakeholders :

multimodal travellers, car drivers and passengers, public transport operators, carriers and fleet managers, road and traffic managers.

provide to travellers and vehicles drivers a mean to plan and adjust their multi modal journey, or better find ride sharing opportunities in a dynamic way, and according to their preferences, location and the real time conditions (traffic, timetables, prices, etc.)

provide to public transport operators and the fleet managers a mean to optimize

for logistics actors: du to the e-commerce growth, a mean to organize load sharing, prevent re- delivery, use dynamic drop points, adapt the delivery to the consignee

itineraries adapted and optimized in real time as all the means of transport

Instant Mobility and acceptability

Objectives of acceptability studies: evaluate the acceptability for a generalization of demand-driven multi-modal transportation services bases on real time and anywhere location, and advanced preferences.

in 4 cities: Nice, Istanbul, Roma, Trondheim

Acceptability Surveys

Methodology

acceptability concerns present and future perception

Nielson framework of acceptability of a system (Kaasinen, 2005)

Acceptability Surveys

Methodology

Factors that influences the social acceptability:

Acceptability Surveys

Methodology

The applications was just conceptual, so we decided to test:

Technology characteristics

usability

easiness

security

confidentiality

Social factors:

intention of use and behaviour: how to find information to prepare the travel, actual pratices (mobile or GPS usage), intention of use

privacy and traceability

positiv factors

Acceptability Surveys

Methodology 2 targets (perception of the services, the technologies and the location may

be different- the mean channels of advertising the survey also)

Everyman users (travelers and drivers)

Professional drivers

several languages versions of the questionnaire available

Major topics to be tested:

real time and anywhere location

contextualization

ranking the services

Acceptability Surveys

An online survey, distributed in the 4 cities: via institutional web sites (Nice, Istanbul, Roma), local government web sites, transport operators web site, email to transport tickets holders in Trondheim

Main results of citizen target

Citizen target: online survey published on Instant Mobility web site and the partners web sites (4 done, 1 to come)

Big success

Istanbul Roma Nice Trondheim

3096

1766

336

1330

Number of responses

Main results of citizen target

A majority of persons uses its own vehicle, very light ride-sharing activity

High demand for information while travelling

Through web or mobile applications mainly

Large use of smartphones before traditional information in stations (panels, …)

Their opinion on:

Real-time location and previous trip recording:

>90% would accept to transmit in real time their location

more than 84% would accept trip recording

More than 50% require anonymous recording, and good privacy preservation rules

Personnal preferences recording

>50% record personal preferences today

>90% would give them in the future

>70% would require easy management of their data (modify, remove, share, …)

Main results

Which customized services are expected?

Customised information while traveling in case of issues (accident, road works …)

Optimised itinerary matching preferences

Better conditions: duration, arrival time, mean of transport

Far after: security or price

Assessment?

Today >60% evaluate a service, in the future >85%

Public transportation: punctuality and frequency (>85%)

Ride-sharing: punctuality and experience of the driver (80%)

attractiv terms : simple access and easyness of the tool, possibility to evaluate anonymously

Detailed and econometrical analysis

Find the determinants’ acceptancy of the Services of Instant Mobility

Location transmission and travel recordness acceptability

22%

8%

4%

46%

3%

17%

Criteria conditions of travel recordness acceptability

Privacy

Anonymity

Trust

Privacy + Anonymity

Privacy + Trust

Privacy + Anonymity + Trust

13%

8%

4%

49%

13%

13%

Criteria conditions of Location transmission acceptability

Privacy

Anonymity

Trust

Privacy + Anonymity

Privacy + Trust

Privacy + Anonymity + Trust

Travel recordness acceptability Location transmission acceptability

Designing Instant Mobility Services

The influent criteria

Privacy

Trust

Must been present in

the same time

The role of the criteria

« Anonimality’ have a

little role

Privacy and Trust

2

Privacy

Privacy Anonimality and Trust

Trust Aonimality Anonimality

Privacy and Trust

Privacy Anonimality and Trust

-1

-.5

0

.5

1

D

ime

nsio

n 2

(31

.6%

)

-2 -1.5 -1 -.5 0 .5 1 Dimension 1 (62.4%)

Conditions location transmission acceptability

Conditions travel recordness acceptability coordinates in symmetric normalization

Correspondence analysis biplot

Register Personnal preferences’ acceptability

Evaluating Instant mobility services’ acceptability

Evaluating Instant Mobility services’ acceptability

1st conclusions of acceptability survey

A confirmed need for information for daily or regular comuting today

Importance of mobile use today

Good acceptability of the future services, tailored to their preferences and with better quality, especially punctuality and frequency (more than comfort and security)

Good acceptability for location (real time and storage) and personal preferences with conditions of anonymity , easyness and possibility to manage their own data.

To continue

A professional drivers target in progress :

http://www.tfaforms.com/252331

Topics related the services designed : optimized itineraries planning,

updated guidance thanks to real time and precise knowledge of the traffic and events on the roads,

itineraries rescheduling according to delivery demands, and

load/parcel exchanges between drivers, all of this in a personalized approach integrating eco-driving assistance for drivers.

Same tests about acceptability on the services, the location, preferences, etc.

Please answer and make this survey a success !!

Focus on ride sharing factors of success

To developp a sustainable market of drivers and passengers (critical mass to be achieved quickly)

Incentives: a community to build the trust

alternative vehicles or car pooling for emergency or availability issues

according to the survey : efficiency, relevance and punctuality

Subsidies

Capacities: car pool lanes, parking facilities (cities, employers) at

meeting points

Levers: adaptation to their personal needs : sense of freedom

gamification and nudges (Thaler R.H, Sunstein C.R, 2009)

social networks to better manage : information, communication, exchanges and pedagogy

Focus on ride sharing factors of success

Existing services: Zimride (2007, California),

Lyft (2012,California) and Netlyft (Can)

Smartphone apps (Zimride since 2012)

Drivers and traveller : two different apps

26000 carpools for Zimride

Factors of success :

Fun : carstache for Lyft

Easiness and quickness of responses

Communities driven : Lyft started with the Defense employees, Zimride also use Communities (http://www.zimride.com/howitworks)

Trust built on driving test, in-person interview and inspection of the vehicle, ranking system of the drivers

Focus on ride sharing factors of success

The strengh of cooperative models : example of Waze

The use of Social Networks and Community management:

first to match supply and demand, a keystone for ride sharing, by using channels that are already engrained in internet users habits (social networks represent 22% of the time spent on the internet worldwide) -> to achieve sufficient scale for the network to be functional.

to develop notoriety/popularity, arouse interest and generate a desire to belong (marketing/communications function of social networks) or the social web as a source of information and decision support for consum'actors; change behaviours; “word of mouth” effect.

Focus on ride sharing factors of success

The use of Social Networks (SN) also to:

Generate participation: create interacting communities of citizens, policy makers, service providers sharing the same interests (service, ride sharing, same workplace, same neighborhood, hobbies, etc.) to develop a new, ecological, collaborative way of travelling

Trust : use crowdsourcing data to better chose (see Mobility Bank in Helsinki), use SN to anonymise user location 80% of consumers may trust pairs recommandations in social networks - only 14% trust the advertising of the web. Source :

Forrester’s customer Experience (2011)

Automatic sensors for traffic management (via smartphones, cars, Twitter) combined with human sensors (e.g. Waze) to develop reality mining, combining “big data” sources to influence local authorities to encourage new uses.

that also could enhance multimodal communities

A P2P exchanges already in place in public transports like Waze on the road: Twitter that allows to share data between travelers. Ex : #qml

@infotrains, STAR with@starbusmetro (2200 followers) , RATP in Paris, TFL in London, @SNCF_infopresse

Prevent or localize controllers: CheckMyMetro, MetroEclaireur

Share point of interest (a musician in the subway): Roadify in Brooklyn

Operator leaded : KLM Meet and Seat (travel with your FB or Linked In friends)

To meet new people : Croisé dans le métro (romantic encouters in public transports in Paris, Bruxelles, Lille, Lyon, Marseille, Montréal, Rennes et Toulouse), Submate (Barcelona, Bilboa, Hong Kong, London, Madrid, Paris, NY)

Nathalie Dubus

Chef de projet en innovation

Orange Labs Networks & Carriers tél. +33 4 92 94 53 44

mob +33 6 86 71 26 86 nathalie.dubus@orange.com

Amel Attour

Maître de conférence/ Associate Professor

Ecole des Mines de Nancy

Université de lorraine, BETA-CNRS-UMR7522

Campus ARTEM - CS 14 234 - 54042 Nancy Cedex

tél: (33) 03.55.66.27.32

amal.attour@mines.inpl-nancy.fr

amel.attour@univ-lorraine.fr

Thank you