Fiona Blackley - What is Possible?
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Fiona Blackley - What is Possible? Fiona Blackley - What is Possible? Presentation Transcript

  • OUR SPONSORS
  • Fiona Blackley MMM Group, Edinburgh Shared Mobility and Transit 2013 CSA Conference, Toronto Tuesday 17th September 2013 Developments in CarSharing Markets: What is Possible?
  • WHAT IS POSSIBLE? 4
  • 5 I always feel like a valued customer I receive a single bill for all of my travel I have one device that pays for everything I don’t need to own a car to get to work or collect my groceries I can book premium or on-demand services if I need them IMAGINE IF….
  • IMAGINE IF…. 6 Transport providers knew why each customer was travelling Transport providers had effective tools for incentivising behaviour change Authorities could balance travel demand across the system Transport could directly benefit social, health and education objectives There were new ways to maximize the benefits of our infrastructure investment
  • WHAT IS HAPPENING NOW 7
  • 8 GLOBAL MEGATRENDS Globalisation Urbanisation Land Use Ageing Workforce Participation Smaller Households Affluence Consumer Culture Motorisation Congestion Environmental Awareness Infrastructure Spend ICT Availability Governance  Complex Trips  Consumer  Congestion  Enabling Technology  Government Policy  Personalised Options  Informed Decisions  Simple  Mode Neutral  Inform & Communicate  Personal Connectivity  Physical & Virtual Integration  Coordinated Transfer  “Zero-Wait State”  Trusted Services  Perceived Value  Transparent Value Proposition  Payment Mechanism  Attractive Mobility Package  User Focused  Seamless  Valued InfluencersTrends Needs Requirements
  • 9 BROADCAST → INTERACTION Broadcast Interaction
  • If you build it, they will come…. 10 “FIELD OF DREAMS” APPROACH
  • 11 THE END OF OWNERSHIP? ↓ Decline in traditional ownership model of material goods ↑ Rise in renting, subscription & pay-per-use products
  • DEFINING THE FUTURE 12
  • Aggregates the complete transport offer within a city • by delivering personalized, customer-oriented services • by integrating transport with user lifestyle needs 13 THE FUTURE = MOBILITY MANAGEMENT
  • ACHIEVING BALANCE 14 User Needs System Needs
  • PIECING IT ALL TOGETHER 15
  • Use technological advances to: • gain insight and understand users • provide tailored services and solutions to customers 16 TECHNOLOGY IS AN ENABLER
  • WHY IS IT IMPORTANT? 17 Inescapable global megatrends Transport is a means to an end, not an end in itself Make best use of existing assets New revenue streams & cost effective spending Support non- transport objectives (e.g. health) Strategic transport policy goals (e.g. TDM)
  • WHAT DOES IT MEAN FOR AN INDIVIDUAL? 18 Incentivises individuals to make economically rational & personally optimal mobility decisions on a day-to-day basis and at key life-change points such as moving home Helps people to select the right mode for the right trip at the right time Makes life easier!
  • WHAT DOES IT MEAN FOR COMMUNITIES? 19 Promotes Liveable Communities where people want to live, work, study, visit and play Stimulates Transit Oriented Development where the most desirable properties are located closest to sustainable transportation links Prioritises the development of active transportation networks through the design of Complete Streets
  • WHAT DOES IT MEAN FOR TRANSPORTATION PROVIDERS? Requires providers to work together in partnership ensuring seamless integration, value and personalization to the end users. Requires a shift in culture and modus operandi from single mode providers to role of enabler or facilitator of integrated mobility: 20 Mobility Enabler Single Mode Provider
  • 21 USER FOCUS
  • 22 UNDERSTANDING THE USERS IT’S NOT ABOUT THE VEHICLES… …IT IS ABOUT THE USERS • Understand customer needs, fears, motivations & experiences • Need to know where they go, when and why • Transport is a facilitator for individual’s lifestyles
  • 23 THE USER ENGAGEMENT PATHWAY Capture Identify Manage Influence
  • …that Anne only drives to work because she hates waiting for the bus in the rain? …that Greg gets off the bus early so that he walks further to gain some exercise? …that Pete would travel off-peak if he got a 2 for 1 offer at Timmies? …that Sarah enjoys meeting her friend Joanne and chatting on the train? WITHOUT USER FOCUS, WOULD YOU KNOW….
  • MY PERSONAL CAR SHARE EXPERIENCE Edinburgh Nearest vehicles 8/9 mins walk away Not attractive option compared to bus, bike, taxi Cost calculator estimates minimal savings compared to private car Ottawa Nearest vehicle right outside UK driving licence not valid for hire
  • DESIGNING FOR CUSTOMERS 26
  • DESIGN PRINCIPLES 27 Supporting Lifestyle Feedback Booking & Payment Facilitation User Value Trust & Assurance Intelligent Demand Management Incentivized Behaviour Change Transparent & Dynamic Pricing Integrating Modes Open Data Partnerships
  • HEATHROW EXPRESS: USER VALUE ■ London’s Heathrow Airport to Downtown ■ 16,000 passengers take the Heathrow Express on a daily basis ■ “Heathrow Express” standard ticket costs £20 ($32) for 15 minute journey ■ 1st class ticket costs £28 ($44) ■ London Underground can cost as little as £3 ($5) BUT takes around 1 hour - For business people arriving at Heathrow, saving 45 minutes is a valued option 28
  • SPITSMIJDEN, NETHERLANDS: TRANSPARENT & DYNAMIC PRICING ■ Pilot project ■ Paid participants to travel by public transport or out of peak time ■ Used smart phones to provide information and cameras to enforce ■ Discounts and personalized transport planning advice ■ 20-50% change away from peak car use
  • OPOWER HOME ENERGY REPORTS: FEEDBACK ■ Opower compares your energy use to that of your neighbours’ ■ All Neighbours ■ Efficient Neighbours ■ Customized feedback and tips for change
  • TTC & AIR MILES: INCENTIVIZING BEHAVIOR CHANGE ■ 2010 collaboration between Toronto Transit Commission and LoyaltyOne ■ TTC/Air Miles Reward Miles Project ■ Offered 150 Air Miles for opening a new account with TTC Metropass Discount Plan (MDP) ■ Trial showed 57% increase in sales of annual transit passes
  • 32 MOBILITY DESIGN METHODOLOGY
  • 33 Mobility Management methodology Consider how services can be designed differently • We don’t just describe existing problems • We tackle current and future problems • We design solutions to address real user lifestyle needs TURNING THEORY INTO REALITY
  • 34 Mobility Management applies Service Design techniques to Transportation USING DESIGN TECHNIQUES Product Design Service Design
  • 4Ds OF DESIGN 35 Based on the British Design Council’s “Double Diamond” Design Process Model Discover Define Develop Deliver Discover broad context Define precise problem Develop bespoke solution Deliver resulting service
  • DESIGN TECHNIQUES 36
  • MOBILITY MANAGEMENT EXAMPLES 37
  • CAR FREEDOM KEEPING SENIORS CONNECTED 38 The Challenge: ■ Support seniors thinking about giving up their car The Product: ■ Membership module for car “giver-uppers” ■ Discounted mobility options for members including taxis, paratransit & car share ■ Travel planning and reporting on activities undertaken ■ Single monthly invoice for travel by all modes Key Benefit: ■ Simple tool to facilitate continued community interaction for those without a private car
  • 39 MAP YOUR MOVE, METRO VANCOUVER MANAGING TRAVEL DEMAND The Challenge: ■ Prompt house-movers to consider transportation options early in their relocation decisions The Product: ■ Web-based calculator tool for people moving home ■ Integrates mobility options into lifestyle prior to choice of location Key Benefit: ■ Encourages people to move to neighbourhoods with a good range of sustainable mobility options e.g. active travel, transit, car share
  • http://youtu.be/7mkRqdb2Iuo 40 Mobil.punkt BREMEN, GERMANY IMPROVING QUALITY OF URBAN STREETS The Challenge: ■ Reduce amount of space taken up by parked cars which were rarely moved The Solution: ■ Integrating accessible, reliable, convenient and affordable car sharing into the transportation system ■ Mobil.punkt - Multi-modal nodes for interchange ■ AutoCard - Transit ticket add-on to include car share access Key Benefits: ■ Change in state law to reduce car parking requirements at new developments ■ Car-replacement rate of 37% - around 11 replaced cars per car-sharing vehicle
  • MMM Group 3 Hill Street Edinburgh, EH2 3JP, UK t: +44 (0)131 226 1045 Thank you