The document discusses mobility as a service (MaaS) and the public sector's role in developing intelligent mobility solutions in the West Midlands region of the UK. It outlines the population growth and challenges around air quality and obesity facing the region. The public sector aims to develop an effective MaaS system using live travel data and payment systems to incentivize sustainable travel choices. Key priorities include integrated ticketing/fares, travel information, data management, and reducing emissions. The roles of public and private sectors in developing technology platforms, data collection, and innovation are also discussed.

1. Visions of a SMART Coventry &
West Midlands – what the
public sector is doing
(Intelligent Mobility & MaaS)
Mike Waters
Head of Transport Infrastructure, Coventry City Council
West Midlands ITA – Policy & Strategy

2. Birmingham
Coventry
Solihull
WalsallWolverhampton
Sandwell
Dudley

3. Population
Circa +15% (up
to 30% in areas)
3rd babies living
to 100yrs +
Obesity
65.7% of people
Air Quality
630 premature
(‘10)
£8.5-20bn pa UK
Life
Expectancy
Major
disparities
3
Business
Growth
Growth in GVA
3x UK wide rate
Research
70% of all UK low
carbon vehicle
R&D
Exports
>25% of UK GDP
from Wmids
2nd highest UK
growth
Housing &
Jobs
Multiple UK ‘top
ten’ performers

5. DATA
Public Sector
Insight
Policy &
Strategy
Investment
Efficiency
Enabling
Others
Collaborative
Service Models
Commercial &
Third sector
James B. Duke professor of Psychology and Behavioural Economics, Duke University
“Big data is like teenage sex: everyone talks
about it, nobody really knows how to do it,
everyone thinks everyone else is doing it,
so everyone claims they are doing it…”—
Dan Ariely

6. “The West Midlands will have an effective well used intelligent mobility solution
which supports travel across all means of transport.
People and businesses will be enabled & incentivised to make cost effective,
informed and sustainable travel choices using ‘live’ travel information and
seamless payment systems which span multiple modes.
We will work with others to ensure that developments in technology and
innovation are encouraged and harnessed effectively to deliver the best
practicable level of service.
We will have a coordinated approach to meeting the challenges of air
quality and changes in population demographics through the effective
management of road traffic, innovation in services and vehicles and in infrastructure
technology”
Intelligent Mobility - Statement of Intent

7. –Ticketing & Fares
–Travel Information & Journey Planning
–Data management
–Air Quality & Emissions
–Incentivising sustainable travel choices
Immediate Priorities

8. –Service Provider
- Regulator
–Facilitator
- Leadership
Public Sector Roles:

9. Privatesectorcapability
Public sector capability
Physical transport
infrastructure &
networks
Technology
platforms
Data collection
Open data
platform
Ticketing &
payment
Market oversight
Innovation
Knowledge
transfer
Sharing economy
Develop an effective
‘public-private sector
collaborative
environment
Stakeholder
management
Strategy & policy
development
Demonstration
projects
Public relations &
communications
UTMC system
Benefits
realisation &
evaluation
Regulatory
framework
Political
leadership
Market making
Procure & Influence
CollaborateLeadandDirect
Collaborate
Procure&Influence
Lead and Direct
Service Provider
Leader
Facilitator
Regulator
Key:

10. What is Mobility as a Service?
Mobility as a Service (MaaS) is the provision of transport
via a real-time, personalised service that integrates all
types of mobility choices and presents them to the
customer in a completely integrated manner to get them
from A to B as easily as possible, using flexible ticketing
and payment mechanisms.
MaaS Provider?
Smartphones enabling MaaS: Smartphone usage
(forecast to grow to 81% UK penetration by 2017
– Transport Systems Catapult research).

11. Applying MaaS

12. Feedback allows the MaaS supplier
to optimise the service levels they
provide
Customers save money compared
to paying for individual legs of the
journey e.g. parking, then train,
then taxi etc.
Example of providing tailored information to suit
the interests of the customer
Applying MaaS

13. DEMONSTRATION PROJECTS
Collaborative
Exploration
Learning
Service
Development

15. intelligent Variable Message
Systems / Dynamic Routing
Intelligent Mobility & CAV Programme:
£3.4m Council funded programme,
£20m+ wider partner programme

16. Connected Autonomous Vehicles

17. KEY QUESTIONS & ISSUES
• Data ownership & control
• Data validity & quality assurance
• What’s the value of the data?
• Connected ’v’ Autonomy
• An ‘MC’ for the infrastructure – regulated
& directed ‘v’ individually optimised…
• A constant: Innovation = Disruption

18. What it can be like trying to get at public money…
The challenge is usually not the availability of the
funding – but the good ideas...

19. 19
www.wmita.org.uk
@WestMidlandsITA
www.linkedin.com/company/west-midlands-integrated-
transport-authority
mikewaters@wmita.org.uk
sunil.budhdeo@coventry.gov.uk
WE CAN HELP!

20. PLEASE
COLLABORATE AND
SHARE!!