Shopping for Transport Sue Flack
Jun 29, 2015
Shopping for Transport
Sue Flack
Transport planning is not delivering
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Type of solution Examples Reason (as well as no cash)
Infrastructure based
‘Predict and provide’, roads or alternatives, national projects like HS2
Half hearted alternatives, not matched with improved services, political footballs
Planning based Eco town, Sustainable Urban Extensions, Growth Points
Poor locations, lack of demand, land values, mindsets etc
Accessibility based Subsidised transport eg community, school, social care, health, rural buses
Poor standard and not responsive to needs
Behaviour based Smarter Choices Resistance, long term effectiveness uncertain
Vehicle based Trams, Ultra, new bus designs
Uncertain effectiveness, uncoordinated, expensive
Economics based Road charging Resistance, inflexible
Making cities and communities work
Meeting wider
objectives
Articulating the vision
Balancing space and movement
Focused on people not vehicles
Meeting wider objectives
Economy
Quality of Life
Environment
Governance
Meeting wider
objectives
Articulating the vision
Balancing space and movement
Focused on people not vehicles
Articulating the visionWhat we often get is:
Little connection with wider objectives
Bottom up / scheme led approach to problem solving
Too many projectsToo little financeHistory of schemes including
politically driven wish listsLack of ownership from
partners
Meeting wider
objectives
Articulating the vision
Balancing space and movement
Focused on people not vehicles
Balancing space and movement
Meeting wider
objectives
Articulating the vision
Balancing space and movement
Focused on people not vehicles
People not vehicles
Meeting wider
objectives
Articulating the vision
Balancing space and movement
Focused on people not vehicles
Global trends
Urbanization
Suburbanization
Increased disposable income
Demographic Trends
Ageing Population
Increased workforce participation
Smaller householdsEnvironmental (carbon)awareness
Safety & Security
Scarcity of fossil fuels
Economic Trends
Personal lifestyles(expectation, needs, behavior)
Lifestyle and Social Trends
Globalization
Increased motorization
Complete Mobility
ValuedIt delivers trusted services that have perceived value, allowing informed decisions that will make a difference
There is a transparent value proposition and simple and flexible payment mechanism
Provides mobility package built on priorities (e.g. safety, comfort, environmental cost)
Seamless
Seamless transportation is the physical and virtual integration of modes to ensure coordinated transfer between modes
It is the creation of a “zero-wait state” where delay to the user, before, during and after their journey is minimized
End User-Focused
It is integrated with modern lifestyles and evolving demands and expectations for personalized mobility options for people and goods
It allows for informed decisions, is simple, and mode neutral
Information and communication is the key between the user and transport service and personal connectivity
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Die Hard Drivers
Strong emotional and physical attachment to the carAdmit to strong habitual car useNot willing to use alternative modes or pay extra for car useAdmit there may be alternatives but do not want to use them
Source: Dr Jillian Anable, Centre for Transport Research, University of Aberdeen
Complacent Car Addicts
High car dependency and ambivalent about reducing useNot willing pay more to drive. Not motivated by environmentBUT, pragmatic approach to alternative modes High bicycle ownership, but lowest use
Source: Dr Jillian Anable, Centre for Transport Research, University of Aberdeen
Malcontented Motorists
Highest actual car dependencyBUT, find driving increasingly stressful Some willingness to sacrifice for the sake of the environmentBUT, firm belief that the alternatives do not exist
Source: Dr Jillian Anable, Centre for Transport Research, University of Aberdeen
The ambulance analogyUser wants one ambulance – quickly – only when they need one
Health provider wants controlled and effective supply to meet overall demand
Transport Retail Model
Stealing from the supermarketsLook at successful
retail operatorsThey know their
customers and respond quickly
They use established marketing and management techniques with IT
More shoplifting...Concepts Tools
Customer relationship management
Building up use and preference data
Marketing Segmenting and targeting according to preferences
Responsive supply Dynamic management using IT, following demand
Incentives and value added
Personalisation of service using IT, loyalty cards
The value of loyalty
?
DataPreference
informationLifestyle informationValue added
Targeted offers and information
It doesn’t have to be on smart cards.....
Responsive networks
Highways Agency: Network Active Traffic Management Supervisory Sub-System
The whole pictureMaking the city work
Focus on people not vehicles
Segment the market
Smart cards or personal
travel devices
Incentives and pricing to change
behaviour
Responsive transport networks
Governance and fundingNeeds ‘guiding hand’ to
set outcomesNeeds both public and
private sector involvement
Can be started at any geographical level – with leadership and vision
Can provide new revenue streams eg by allowing value added services
Greater Manchester Combined Authority Publishes Final SchemeAll 10 Greater Manchester local authorities have agreed to submit a scheme to the Government for the creation of a new authority. The Greater Manchester Combined Authority would be established to co-ordinate transport, regeneration and economic development functions for the whole region of Greater Manchester.
Some prototypes
What its not!Buses to supermarketsSelling trams or ticketsIntegrated ticketingJust informationJust marketing Just smart cards
Not necessarily anything to do with Tesco (or any other retailer!)
Customer Relationship Management - Dundee
Working to replace all City Council smart cards with Squid Card – used for buses, taxis, Young Scot, libraries, leisure, schools, university
Creating a Citizen Account with the Squid card
‘Customer First’ programmeNow includes cash payments for small
sums
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CRM - Nottingham Trent University
First travel plan in 1998Smart card access to car parks and
buildings as well as buses and trams, buying refreshments and study materials
Parking strategy with managed access using smart card data
Own travel centre Integrated transport and planning
strategy with new buildings built on car parks
Developed around line 1 of the tramUnilink bus service
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CRM – mobility centre, Toulouse
Offers car pooling, bicycle renting, public information, advice and sale of public transport tickets
80% customer satisfactionBeing extended to whole cityOperated by Tisseo-SMTC (joint
bus and tram operator, Greater Toulouse and Sicoval community)
Democratically accountable
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Targeting drivers - road tolling, SE Queensland
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•Free flow tolls on motorways•‘Tag’ based •Potential for managing by incentives and payments•Partnership with IBM•Now looking at other applications
Incentives - Spitzmijden, NetherlandsPilot projectPaid participants to
travel by public transport or out of peak time
Used smartphones to provide information and cameras to enforce
Discounts and PTP type advice
20-50% change away from peak travel
Incentives - West Midlands WorkwiseTargeted at unemployed
people living in certain postcodes
Free one day travel passes for interviews
Free monthly travel passes
Information on travelFunding from Job
Centre Plus and others (up to £240 per person)
“Over the past few months, I have been looking for employment and have had assistance to ‘travel to interview’ through the WorkWise scheme. This help has been essential as I have no other means of transport and have relied on the bus passes available…without this assistance I would not have been able to attend interviews and ultimately obtain a job.”Anthony, North Solihull WorkWise customer
Incentives – Trent Barton Buses Mango cardgetting in on the ground floorNew homeowners in trent barton territory are being welcomed with a complimentary MANGO card charged up with £20 worth of free travel in a drive to win new converts to the bus.
Where to start?
Step 1?
• Smart card• Mobile phone
Device
• Alternatives • Carbon or
health awareness
Information • Financial
• Targeted
Incentives
Step 2?
• Smart• Responsive• Efficient
Networks
• Choice• Value added
services
Charging • Sustainable
city solutions
Reinvest
Or anywhere....
Complete Mobility
Urban Traffic Control
(congestion)
Mobile phones and
apps (lifestyle)
Established smart card operation (ease of
use)
New development (growth)
Partnership with
private sector
(reform)
Savings and
efficiency (revenue streams)
Charging and
payments (revenue)
Carbon strategies (climate change)
City manageme
nt (economy)
Social inclusion
(targeting)