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Beyond Buses: Creating a better Public
Transport System through Marketing,
Communications & Information
Ashwin Prabhu
Prin...
Marketing, Communications
& Public Transport
Why is Marketing & Communications important?
1. Public Transport operates in a Competitive Marketplace
Marketing, Communic...
Why is Marketing & Communications important?
2. A system that communicates & markets itself well and
appears (and is!) rel...
Why is Marketing & Communications important?
3. Good Marketing & Communications can simplify the
public transport experien...
Marketing, Communications & Public Transport
Why is Marketing & Communications important?
4. Marketing & Communications is especially important in
the Indian context
M...
Marketing & Communications is essential for Public
Transport. It should be a core activity - it is not a luxury, it is
not...
Background:
BMTC
and
The Frequent Bus Network
BMTC Statistics
6,472 Buses (688 AC, 5655 Ordinary)
4.9 Million Passengers Daily
2,398 Routes
Source(s): BMTC
Differentiated Services
Ordinary Services
Vajra Pushpak
Atal Sarige Suvarna
Direct Services Model
Issue 1: Exponential Growth in Number of Routes
3 Hubs
3 Destinations
9 Routes
3 Hubs
6 Destinations
18 Routes
Issue 1: Exponential Growth in Number of Routes
3 Hubs
9 Destinations
27 Routes
Issue 1: Exponential Growth in Number of Routes
As fiscal capacities are generally constrained, fleet size
cannot keep up with the exponential increase in number of
route...
Route 356-B
KR Market
To
Karpur
Route Length:
34.3 KM
Buses:
1
Wait Time till next
bus:
~120 Min
Large number of routes increases system complexity and
acts as a barrier to entry for new users
System complexity means de...
Issue 3: Excessive Complexity for Users
The Frequent Bus Network
Principle #1:
Individual Routes along Major Roads are rationalised into a
small number of Very High Frequency Routes
The F...
Principle #2:
Travel Patterns that require moving beyond the major road are
served by routes connecting to the Frequent Bu...
Principle #3:
Specific Travel Patterns are served not by direct routes, but by
a collection of „direction-oriented‟ servic...
Improves:
System Simplicity
fewer routes, easier to navigate
Quality of Service
more buses per route, higher frequency
Sys...
Implementing The Frequent
Bus Network in Bangalore
(BMTC)
BMTC is implementing Two Major Route & Network
Structure Reforms:
1. The BIG Bus Network
2. Feeder Services for Peripheral...
The BIG Bus Network is a Connective Grid of
High Frequency, Direction-Oriented services along Main
Roads
BIG = Bangalore I...
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network
1. BIG Bus Network – Full Network
Peripheral Destinations - which lie beyond ORR and off
arterial roads - will be served with high frequency feeder
services...
2. Feeder Services for Peripheral Destinations
2. Feeder Services for Peripheral Destinations
BIG Bus Network + Feeders: An Example
BIG Bus Network + Feeders: An Example
BIG Bus Network + Feeders: An Example
An integrated fare system will ensure transfers are convenient
and cheap
BMTC is procuring Electronic Ticketing Machines a...
Unified Branding
Unified Branding of BIG Bus Network service components
will ensure easy understanding of the system
High quality yet small footprint transfer facilities at
interchange junctions will facilitate convenient and
comfortable t...
Developing a strategy for
1. User Education
2. Marketing
3. User Information
for the roll out of the BIG Bus Network
THE T...
Groups of 5-6 people
Pick one representative
Each group picks one of the 3 topics:
User Education
Marketing
User Informati...
“When we surveyed potential riders of the new Orange line
they weren‟t quite sure what it was. A Train? A Bus with
Station...
How do you tell people about the new system?
How do you communicate the benefits of the new system?
How to establish publi...
“Traveller's perception of Public Transport systems must be
thoroughly comprehended by marketing so that a public
transpor...
How to continuously promote Public Transport?
What lessons/strategies can be adopted from private
sector?
What should be t...
“Public Transport can add real value to the city by being better
integrated within its wider context”
- Transport for Lond...
What information systems should be put in place?
What information should be available at Bus Stops and
Stations?
What abou...
Thank You!
Beyond Buses - Creating a better Public Transport System through Marketing, Communication & Information
Beyond Buses - Creating a better Public Transport System through Marketing, Communication & Information
Beyond Buses - Creating a better Public Transport System through Marketing, Communication & Information
Beyond Buses - Creating a better Public Transport System through Marketing, Communication & Information
Beyond Buses - Creating a better Public Transport System through Marketing, Communication & Information
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  • Bus services in Bangalore, like in most Indian cities, are based on the ‘Direct Services’ modelThis means that each given locality (neighbourhood, township etc) is directly connected to destinations in the city centre with a dedicated routeWhile such a system works well for smaller cities, it leads to significant inefficiency in large metropolitan cities
  • The first problem is one of complexity and route redundancy. As city expands and number of destinations increases, the number of routes increases exponentially. This results in a large degree of route redundancy, and becomes an increasing complex system to navigate for users
  • The first problem is one of complexity and route redundancy. As city expands and number of destinations increases, the number of routes increases exponentially. This results in a large degree of route redundancy, and becomes an increasing complex system to navigate for users
  • The first problem is one of complexity and route redundancy. As city expands and number of destinations increases, the number of routes increases exponentially. This results in a large degree of route redundancy, and becomes an increasing complex system to navigate for users
  • Employing the Direct Services Model (in which each significant destination receives its own route) results situations like the following
  • Although all these destinations are directly on the same road….
  • You need multiple routes to service them
  • Here 4 routes are needed, when 1 route with sufficient capacity would suffice
  • The Direct Services model also has an impact on quality
  • Each route has to go to the city centre and back. If routes are long and the number of buses limited, this results in very long wait times on individual routes
  • The Direct Services model also has an impact on quality
  • The overall vision is to move from the Direct Services model to the Integrated services modelIn the integrated services model, the bus route network is based on connections between high frequency servicesInstead of connecting a destination directly to the city centre, it is connected only to the nearest arterial roadThe arterial road itself is then connected to the city centre by a series of high frequency trunk routes
  • The overall vision is to move from the Direct Services model to the Integrated services modelIn the integrated services model, the bus route network is based on connections between high frequency servicesInstead of connecting a destination directly to the city centre, it is connected only to the nearest arterial roadThe arterial road itself is then connected to the city centre by a series of high frequency trunk routes
  • The overall vision is to move from the Direct Services model to the Integrated services modelIn the integrated services model, the bus route network is based on connections between high frequency servicesInstead of connecting a destination directly to the city centre, it is connected only to the nearest arterial roadThe arterial road itself is then connected to the city centre by a series of high frequency trunk routes
  • The overall vision is to move from the Direct Services model to the Integrated services modelIn the integrated services model, the bus route network is based on connections between high frequency servicesInstead of connecting a destination directly to the city centre, it is connected only to the nearest arterial roadThe arterial road itself is then connected to the city centre by a series of high frequency trunk routes
  • The BIG Bus Network builds on the work of the ABIDe committee which, in 2009, introduced direction oriented services such as the Big10 service. Our plan is to expand this idea and scale it up to make a truly city-wide direction oriented and integrated network.
  • BigTrunk provides high frequency services along all the 12 major arterial roads in Bangalore that connect the city centre to the suburbsThis is an expansion of the existing Big10 service – adding more trunk routes and buses
  • BigCircle provides high frequency circular services along the Outer Ring Road
  • BigCity is a network of high demand routes withing the Outer Ring Road
  • BigConnect provides connectivity between arterial roads beyond the Outer Ring Road
  • Altogether, the BIG Bus Network will provide high frequency connections along all major roads in Bangalore. The combination of these 4 services will induce a ‘network effect’, allowing commuters to make the most rational trip pattern as per their needs, as well as opening up the possibility of new trip patterns that are not possible in the existing system.
  • In the current system, there is a high degree of route redundancy, resulting in many routes that travel the same path for 80-90% of their route length. This also leads to a very large number of routes on the main road
  • Transitioning to a ‘trunk-and-feeder’ style system allows for a reduction in the number of routes, and rationalising routes by their purpose i.e. trunk road travel vs. connections to villages, destinations.
  • Here is an example of how the two planned reforms will work together to improve services along major arterial roads.First, there is the Big Trunk that provides high frequency service along the main road itself
  • The BigConnect services will provide cross-connectivity across this arterial to adjacent arterials
  • Finally, the Feeder service will provide connectivity to destinations and villages that lie between these arterials, connecting commuters to the transfer facilities on the main road
  • BMTC is also in the advanced stages of procuring ETMs for all it’s buses, as well as implementing a Smart-card based ticketing system. This will enable the establishment of integrated fares without any ‘transfer penalty’. So any fare – related inconvenience of this new system will be temporary only.
  • One of the keys to this system is also developing a unified branding structure for these services. This is to ensure that users perceive these different services as part of one larger network. This also improves the usability and simplicity of the system
  • Transcript of "Beyond Buses - Creating a better Public Transport System through Marketing, Communication & Information"

    1. 1. Beyond Buses: Creating a better Public Transport System through Marketing, Communications & Information Ashwin Prabhu Principal Associate EMBARQ India ConnectKaro 2014 Bangalore – March 10
    2. 2. Marketing, Communications & Public Transport
    3. 3. Why is Marketing & Communications important? 1. Public Transport operates in a Competitive Marketplace Marketing, Communications & Public Transport
    4. 4. Why is Marketing & Communications important? 2. A system that communicates & markets itself well and appears (and is!) reliable, simple and accessible is more likely to: - Attract new users - Retain existing users - Secure political and financial support Marketing, Communications & Public Transport
    5. 5. Why is Marketing & Communications important? 3. Good Marketing & Communications can simplify the public transport experience Marketing, Communications & Public Transport
    6. 6. Marketing, Communications & Public Transport
    7. 7. Why is Marketing & Communications important? 4. Marketing & Communications is especially important in the Indian context Marketing, Communications & Public Transport
    8. 8. Marketing & Communications is essential for Public Transport. It should be a core activity - it is not a luxury, it is not a marginal activity Marketing & Communications is a effective tool for promoting public transport – both ridership and resources Marketing & Communications is especially essential for new services/systems Marketing & Communications must be comprehensive, yet cohesive Conclusions
    9. 9. Background: BMTC and The Frequent Bus Network
    10. 10. BMTC Statistics 6,472 Buses (688 AC, 5655 Ordinary) 4.9 Million Passengers Daily 2,398 Routes Source(s): BMTC
    11. 11. Differentiated Services Ordinary Services Vajra Pushpak Atal Sarige Suvarna
    12. 12. Direct Services Model
    13. 13. Issue 1: Exponential Growth in Number of Routes 3 Hubs 3 Destinations 9 Routes
    14. 14. 3 Hubs 6 Destinations 18 Routes Issue 1: Exponential Growth in Number of Routes
    15. 15. 3 Hubs 9 Destinations 27 Routes Issue 1: Exponential Growth in Number of Routes
    16. 16. As fiscal capacities are generally constrained, fleet size cannot keep up with the exponential increase in number of routes Eventually, this system ends up with a large number of routes with only 1 or 2 buses If these routes are long – as routes serving the city periphery tend to be – this results in long wait times on individual routes Issue 2: Low Frequencies on Individual Routes
    17. 17. Route 356-B KR Market To Karpur Route Length: 34.3 KM Buses: 1 Wait Time till next bus: ~120 Min
    18. 18. Large number of routes increases system complexity and acts as a barrier to entry for new users System complexity means developing user information systems, like maps at bus stops, becomes very difficult Issue 3: Excessive Complexity for Users
    19. 19. Issue 3: Excessive Complexity for Users
    20. 20. The Frequent Bus Network
    21. 21. Principle #1: Individual Routes along Major Roads are rationalised into a small number of Very High Frequency Routes The Frequent Bus Network
    22. 22. Principle #2: Travel Patterns that require moving beyond the major road are served by routes connecting to the Frequent Bus Network at interchange points The Frequent Bus Network
    23. 23. Principle #3: Specific Travel Patterns are served not by direct routes, but by a collection of „direction-oriented‟ services connected by transfers The Frequent Bus Network
    24. 24. Improves: System Simplicity fewer routes, easier to navigate Quality of Service more buses per route, higher frequency System Capacity higher frequency on specific ‘links’ Flexibility easier to match supply to demand Benefits of The Frequent Bus Network
    25. 25. Implementing The Frequent Bus Network in Bangalore (BMTC)
    26. 26. BMTC is implementing Two Major Route & Network Structure Reforms: 1. The BIG Bus Network 2. Feeder Services for Peripheral Destinations The Frequent Bus Network in Bangalore
    27. 27. The BIG Bus Network is a Connective Grid of High Frequency, Direction-Oriented services along Main Roads BIG = Bangalore Intra-city Grid 1. BIG Bus Network
    28. 28. 1. BIG Bus Network
    29. 29. 1. BIG Bus Network
    30. 30. 1. BIG Bus Network
    31. 31. 1. BIG Bus Network
    32. 32. 1. BIG Bus Network – Full Network
    33. 33. Peripheral Destinations - which lie beyond ORR and off arterial roads - will be served with high frequency feeder services connecting them to the main road 2. Feeder Services for Peripheral Destinations
    34. 34. 2. Feeder Services for Peripheral Destinations
    35. 35. 2. Feeder Services for Peripheral Destinations
    36. 36. BIG Bus Network + Feeders: An Example
    37. 37. BIG Bus Network + Feeders: An Example
    38. 38. BIG Bus Network + Feeders: An Example
    39. 39. An integrated fare system will ensure transfers are convenient and cheap BMTC is procuring Electronic Ticketing Machines and a Smartcard Fare System for this purpose Integrated Fare System
    40. 40. Unified Branding Unified Branding of BIG Bus Network service components will ensure easy understanding of the system
    41. 41. High quality yet small footprint transfer facilities at interchange junctions will facilitate convenient and comfortable transfers Transfer Facilities
    42. 42. Developing a strategy for 1. User Education 2. Marketing 3. User Information for the roll out of the BIG Bus Network THE TASK:
    43. 43. Groups of 5-6 people Pick one representative Each group picks one of the 3 topics: User Education Marketing User Information 40 minutes of deliberation Present strategy/ideas (5 minutes for each group) Format
    44. 44. “When we surveyed potential riders of the new Orange line they weren‟t quite sure what it was. A Train? A Bus with Stations? A new fare structure?” - Michael Lejuene, Creative Director, Los Angeles Metro Task 1: User Education
    45. 45. How do you tell people about the new system? How do you communicate the benefits of the new system? How to establish public support for the reforms? What channels/mediums do you use spread the word? Task 1: User Education
    46. 46. “Traveller's perception of Public Transport systems must be thoroughly comprehended by marketing so that a public transport system can be successful” - C.H. Wei & C.Y. Kao, Measuring Traveller Involvement in Urban Public Transport Systems Task 2: Marketing
    47. 47. How to continuously promote Public Transport? What lessons/strategies can be adopted from private sector? What should be the messaging for promoting Public Transport? How to target different socio-economic groups effectively? Task 2: Marketing
    48. 48. “Public Transport can add real value to the city by being better integrated within its wider context” - Transport for London, Best Practice Guides Task 3: User Information
    49. 49. What information systems should be put in place? What information should be available at Bus Stops and Stations? What about „remote‟ information systems? How can we leverage technology to provide information? What about different socio-economic groups? Task 3: User Information
    50. 50. Thank You!
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