Mobility on Demand (MOD) Sandbox Program Carol Schweiger, President Schweiger Consulting LLC September 7, 2016
Mobility on Demand (MOD) Sandbox Program
Carol Schweiger, PresidentSchweiger Consulting LLCSeptember 7, 2016
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Presentation Agenda
Changing Mobility Landscape Mobility on Demand (MOD) concept MOD Sandbox Demonstration Program Notice of Funding Opportunity Mobility as a Service
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What is Mobility on Demand (MOD)?
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An integrated and connected multi-modal network of safe, affordable, and reliable
transportation options that are available to all
Collaboration between ITS Joint Program Office and FTA
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FTA Mobility on Demand (MOD) Program Long term strategic vision for a multimodal,
integrated and connected transportation system
Concept that imagines mobility as a commodity and a service
Conceptual Notions of MOD: Promotes choice in personal mobility Leverages emerging and existing technologies, and
data exchange Encourages multimodal connectivity and system
interoperability Promotes new business models that improve service
quality
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What’s Driving MOD?
Aging Americans Require Mobility Choice Older Americans on the rise From 2005 to 2020 there will be 30 million additional
people age 60 or older “Aging in place” requires unique mobility options
Millennial Americans Want Mobility Choice Public transportation utilization on the rise Younger generations want both convenience and cost
savings 66% of Millennials consider transportation alongside
housing decisions All Travelers Need Mobility Choice Veterans with disabilities Travelers with disabilities Low income individuals and minors
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Conditions Encouraging MOD Renewed concepts in car ownership (RelayRides,
Car2Go) Shared economy model is growing (Lyft, Bridj,
RideScout) Peer to peer transactions (airbnb, Peerby) Increased urbanization and changing
demographics Preference growing for alternative transportation
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Technologies Enabling MOD
“Big Data” and New Analytics Smart Cities and the “Internet
of Things” Connected Vehicles Automation and Automated
Vehicles Social media Smartphone technology and
new payment apps
July 2014 Cover
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What is the MOD Sandbox?
Demonstration program to explore MOD models Explores innovative approaches to integrate
MOD solutions with public transportation Empowers project teams to implement
innovative business models to deliver high-quality, seamless and equitable mobility options
Informs FTA how to approach MOD and structure future MOD policies and support grantees
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Traveler Decision Tools
IntegratedPayment
$
Incentives c
Smart Parking P
Traveler
FTA’s MOD Program
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• Many players can come together to innovate, experiment and learn
• Apart from conventional practices and constraints
• All can bring different tools and play together as they choose
Why a Sandbox?
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MOD Sandbox Program Overview
$8 Million available Notice of Funding Opportunity (NOFO) to
request proposals Notice in Federal Register – May 3, 2016 Application deadline - July 5, 2016 Announcement of Projects - 2016 FTA seeks bold and innovative projects with
strong partnerships Projects require 20% cost match Multiple project awards
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MOD Sandbox: Eligible Applicants and PartnersProviders of public transportation with one or morestrategic partners:
Shared use mobility providers Technology system suppliers Transportation operators (e.g.employee,
campus and airport shuttles) State and local governments Research consortia, industry organizations,
universities, others Applicant can designate“key” partners
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MOD Sandbox: Eligible Applicants
Providers of public transportation with one or more strategic partners: Public transit agencies State/local government DOTs Federally recognized Indian tribes
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MOD Sandbox: Projects
Eligible activities lead to demonstration of innovative MOD and transit integration concept. Examples: Planning Software development Conducting operations demonstration
FTA may invite project teams to take part in sandbox through participation agreement that does not award funding
Project leads to minimum 12-month demonstration Data collection and evaluation of project Projects address equity and accessibility Applicants encouraged to identify exceptions or
waivers to Federal requirements necessary to implement projects
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Guiding Principles of MOD Vision
System Integration (data exchange, common user interface) of existing MOD products and services; development of new will be considered
Partnership Driven - evidence of commitment to support MOD both technically and institutionally
Innovative Business Model where individually proven products can partner to collectively deliver better service to travelers
Equity of Service Delivery - Demonstrate and promote unique role transit holds in providing equitable service for all potential travelers
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Guiding Principles of MOD Vision (continued) Traveler Centric/Consumer Driven MOD defined by performance Quality and carefree personal mobility choice for
individuals Data Connected/Platform Independent MOD (end state) drives the technology Technology doesn’t change the MOD vision, it provides
the capability to realize in an interoperable fashion Mode Agnostic/Multimodal MOD embraces all modes and resources to support
personal mobility choice in integrated, connected and multimodal manner
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Challenges and Opportunities
First/Last Mile Solutions Paratransit/Demand Response Services Integrated Fare Payment Trip planning Open Data/Data Sharing Land Use and/or Service Planning Equity and accessibility Evolving definition of Public Transportation Performance Metrics (e.g., Ridership) “The 3 Rs” – Rules, Requirements and
Regulations
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MOD’s Research Direction
Foundational Research State of Practice reports Identification of challenges & opportunities
Stakeholder Engagement and Outreach Virtualization tools Workshops and Webinars
Big Data Analytics and Evaluation Methods Acquisition and inclusion of new data sources Understanding new business models
National MOD Showcases
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MOD Enablers
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MOD Focus Areas
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MOD Sandbox Strategy
Rolling solicitation: To effectively navigate in MOD space where
innovative mobility concepts, technologies and service models are emerging almost every day
Would allow FTA to review and select project application submissions on a regular basis, subject to funding availability
Full and Open Competition: Local transit agencies serving as leads in proposed
project partnerships FTA review and select all MOD Sandbox applications
on full and open competition basis Based on predetermined and published selection
criteria
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Mobility as a Service (MaaS)
Scalable door-to-door mobility services without owning a car (better level of service than private car)
Seamless and efficient flow of information, goods and people
Open interfaces to transport services Example: Personal mobility package for $200/month: Transportation from A to B according to service level
agreement (SLA) Including all transportation services Including transport related services (city logistics, home
deliveries etc.) Roaming in other cities and countries
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Setting the U.S. Stage
Mobility dominated by personally owned vehicles, accounting for >80 % of trips Produce 15% of U.S. emissions Account for 30% of global oil
combustion Sit unused over 95% of the time Consume 27% of income in U.S.
median income households Reliance on personal vehicles
leaves lower-income persons without access to affordable mobility
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Setting the U.S. Stage (continued)
7 major trends over the past 5-10 years: Demographic changes, with Baby Boomers
and Millennials in large numbers Preferences for urban living and more flexible
lifestyles WiFi, GPS, sensors and smartphones Anywhere everywhere connectivity Car driving/ownership preference changes Travel as part of life experiences Redefining transport through new street
designs, service providers and systems
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Setting the U.S. Stage (concluded)
Trends over the next 5-10 years: Synchronizing and connecting every network Performance-based public–private partnerships
becoming norm Diversification and consolidation of transport
manufacturers and providers Modular, combined shared e-mobility systems
to scale Commercial deliveries and introduction of drones Driverless vehicles and their potential MaaS, with routing, booking, payment,
unlocking, gamification and trading
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60
50
40
30
20
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Extent of Service Availability in U.S.
Source: Lindsey Hallock and Jeff Inglis, “The Innovative Transportation Index: The Cities Where New Technologies and Tools Can Reduce Your Need to Own a Car,” February 2015
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Opportunities
Redefine “public transportation” Change travel modeling to account for: New mode choice behavior Incorporating incentives or rewards Integrating technology-enabled transportation tools Incorporating effects of new transportation tools – both
individually and in combination Implement integrated payment systems (see
next slide) Explore potential of new tools to meet mobility
needs of those currently poorly served
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Integrated Payment=Improved Mobility
Use of mobile devices driving this Mobile payment can be deployed much
faster than ticketing systems Banks competing with other payment
players Contactless NFC technology standard
feature in mobile devices Creation of mobile ticketing ecosystem
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Opportunities (continued)
Provide public access to transit data Expand data available to the public Adopt open data and open source
software policies Data sharing to: Better understand goods and people
movements Predict changes in movements
Continue development of open protocols
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Opportunities (concluded)
Clarify regulations on new services, such as Transportation Network Companies (TNC)
Encourage complementary public transportation and new mobility tools
Make better use of existing technology and infrastructure: Rethink – Optimize – Rebuild – Build new
People-aware not vehicle-aware systems and infrastructure (see next slide)
Expand access to cellular networks, Wi-Fi, and electric outlets in transit stations, and aboard transit vehicles
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Vehicle-aware to People-aware Systems Should be: Mapping people movements
onto available options Providing people with
actionable information Using simulation and better
demand modelling Examples: Where pedestrians travel
using pedestrian counting Bicycle awareness/counting
employed to better time bicycle lights
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Vehicle-aware to People-aware Systems (continued) Still struggling with traveler information –
whether: Crowdsourced (e.g., Moovit) Integrated system for multiple regional
operators (e.g., Triplinx in Toronto) Do not always monitor information
provided to the public Focus on personalized mobility (one
person’s way of traveling will not be the same as the next person’s)
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Opportunities: Institutional Existing institutional environment key factor Participating organizations may conduct
business in a different way From a traveler perspective Financing necessary for technology
procurement, implementation, and on-going operations and maintenance
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Opportunities: Institutional (cont’d)
Changes required to existing institutional environment
Coordination with other providers/ agencies: Jointly procure systems Exchange data and information
Lacking ITS technical experience - human or computer resources
Changes needed in technology vendor community to successfully develop/ implement new systems
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Opportunities: Operational
Many transit agencies operate independently and do not coordinate their services
Changes in way agencies schedule and operate their services
Array of policies and objectives from different governmental and regulatory agencies, while trying to satisfy the needs of the traveling public simultaneously
Interface(s) among existing and proposed technology Role of each agency in both transportation system and
MaaS ecosystem Changes caused by deployment of MaaS
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Opportunities: Technical
Old/unintelligent infrastructure If technology fails, how to manually perform MaaS
functions Travelers without credit accounts Travelers without mobile device capable of functions
needed to interact with MaaS applications -“information equity”
Automation of functions – could alienate staff and customers
Ability to use or integrate old with new technologies Lack of technical guidance and information for agency
staff Lack of ITS infrastructure, especially in rural areas
“… shift from selling features & benefits to building relationships with
consumers…”
Ithaca – MaaS as Customer Service Integrator
Dwight Mengel, Chief Transportation Planner, Tompkins County Dept of Social Services
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Business Model Value Propositions
Consumer education - mobility Individual mobility solutions Personal Mobility Accounts Discounts and public supports Clearinghouse for financial transactions Concierge service - resolve complaints Guaranteed Ride to work and home Local businesses co-marketing and
discounts
Mobility Menu Unit Cost Unit
Annual Adult Bus Pass $ 450 Annual
Annual Youth Bus Pass $ 110 Annual
Ithaca Carshare "Its my car" Plan $ 8 Hour
Ithaca Carshare "Just in Case" Plan $ 11 Hour
Car Rental $ 55 Day
Taxi trip - City $ 8 Urban Trip
Taxi trip - Rural $ 20 Rural Trip
Bicycle Maintenance $ 50 Voucher
Electric Bike Purchase $ 2,000 HE Bike
Bike Purchase $ 700 Bike
Rideshare Driver – Miles $ 0.54 Mile
Rideshare Rider – Miles $ 0.15 Mile
GADABOUT Paratransit $ 4 Trip
Vanpool Membership $ 125 Month/Seat
Guaranteed Ride $ 30 Annual
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Small City Household1 car, 2 adults, 1 youth, Walkscore = 96
Small City Mobility BudgetCarshare $ 900 Annual Bus Passes (2) $ 560 Taxi $ 192 Bicycle Maintenance $ 100 Guaranteed Ride $ 30 Member Support $ 178 Annual Total $ 1,960
Monthly Payment $ 163
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Rural Household1 car, 2 adults, 1 child, Walkscore = 0
Rural Mobility BudgetVanpool $ 1,500 Carshare $ 480 Taxi $ 480 Guaranteed Ride $ 30 Member Support $ 146 Volunteer Driver Revenue $ (400)Vanpool Program Subsidy $ (600)Total $ 1,636
Monthly Payment $ 136
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Retail Model Summary
Member-based Organization Individual Mobility Plans Sales & Financing Aggregate Demand Process payments to service providers Concierge Service 24/7 & Guaranteed Ride Business Co-Marketing & Discounts Capacity for adaption to future changes Tools Inbound Marketing Apps
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Resource Links
MOD Sandbox https://www.transit.dot.gov/research-innovation/mobility-
demand-mod-sandbox-program.html MaaS in Silicon Valley http://www.jointventure.org/mobility-as-a-service
MaaS in Europe http://fsr.eui.eu/Documents/WorkshopPaper/Transport/2015/
150309MaaSObserver.pdf MaaS Global http://maas.global/
MaaS in London https://www.bartlett.ucl.ac.uk/energy/docs/fs-maas-
compress-final
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References
Carlin, Kelly, Bodhi Rader, and Greg Rucks. Interoperable Transit Data: Enabling a Shift to Mobility as a Service. Rocky Mountain Institute, October 2015, http://www.rmi.org/mobility_ITD
Timothy Papandreou, Director, Office of Innovation at San Francisco Municipal Transportation Agency, “The (Likely) future of Urban Mobility: Key trends, issues and opportunities for cities,” LinkedIn post, August 25, 2015, http://www.racfoundation.org/research/mobility/380610
“A Field Guide to the Future of Mobility,” World Economic Forum, January 2016
Lindsey Hallock and Jeff Inglis, “The Innovative Transportation Index: The Cities Where New Technologies and Tools Can Reduce Your Need to Own a Car,” February 2015
TRB Special Report 319, “Between Public and Private Mobility Examining the Rise of Technology-Enabled Transportation Services,” Committee for Review of Innovative Urban Mobility Services, 2015
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Thank You!Carol SchweigerPresidentSchweiger Consulting [email protected]