This 3-sentence summary provides the high-level information about the document: The document discusses the EMPOWER project, which received over 4.8 million euros in funding from the European Union's Horizon 2020 research and innovation program to study positive incentive schemes for sustainable urban mobility. The project involved 17 partner cities across Europe and evaluated incentive schemes aimed at reducing private car use by 15-50% and increasing travelers' accessibility and satisfaction with urban transport. The project found that various incentive schemes, including challenges and rewards programs, led to up to a 9% increase in biking to school and reductions in carbon emissions from reduced car trips.

1. This project has received funding from the
[European Union’s Horizon 2020 research and
innovation programme under grant agreement
No 723970
EMPOWER
Prof. Susan Grant-Muller
Total costs: 4.9M€
EC contribution: 4.8M€
Start date: 1/5/2015
Duration: 36 months

2. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
2
By Rosie Samuel
EMPOWER consortium
EMPOWER: Living Labs and Take-Up
Cities
Milan : Gothenburg : Newcastle : Manchester : Enschede : Budapest
: Bologna : Odense : Antwerp : Reading : Scotland : Milton Keynes :
Helsinki : Krakow : Porto : Lisbon +3
EMPOWER: Prizes and Awards
1. Best scientific paper award ITS European Congress 2017
2. ITS World Congress: Distinguished Scientific Papers - Europe award.
3. CIVITAS 2017 "Bold Measure Award"
4. Ecosistema Urbano 2017: Bella Mossa
5. Healthy Streets Award for modal shift 2017: BikeSmart programme in
Reading
6. Business Environment Award 2017: BikeSmart programme in Reading

3. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
http://empowerproject.eu/resource/an-introduction-to-empower-
video/
Introduction to EMPOWER

4. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
EMPOWER concepts

5. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
EMPOWER Research Questions
• 15%-50% reduction in the use of conventionally fuelled vehicles in cities
• 30% increase in travellers' urban accessibility and attractiveness
• 75% Customer/user satisfaction
• 10% response rate for vulnerable travel groups
• How can mobility services (apps) be designed to deliver positive incentives?
• How can incentives be designed? Which are effective?
• How can the impacts of positive incentives be evaluated
• How can sharing and social innovation act as positive incentives?
• How can business models for positive incentives be designed?
• What are the factors impacting on the propensity to take up positive incentives
schemes?
Quantified KPI Indicating the Success
of a Positive Incentive Measure

6. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
Results against Research Q’s
• How can mobility services (apps) be designed to deliver positive incentives?
Turn-key solution, social media and network solution, fully comprehensive solution
• How can incentive schemes be designed? Which are effective?
Evidence base arising from who is offered what, when, where and for how long, sole large prize, many
small prizes, challenges, points, reward types, population segments. Definition of effective.
• How can the impacts of positive incentives be evaluated
Flexible evaluation framework capturing spatial and temporal impacts. Definition of baseline.
• How can sharing and social innovation act as positive incentives?
Seven key success factors: Trust, familiarity with the scheme; Reputation; Intermediaries; management
of conversational exchange; digital currencies; critical mass (of users and other aspects)
• How can business models for positive incentives be designed?
Six core design principles: Integrated marketing and communication approach, Evolutionary
development, Collaborative process, Stakeholder involvement, Modern structure, Sustainability
What are the factors impacting on the propensity to take up positive incentives schemes?
Three core factors: City-stakeholder support, polished ICT services, business model to include third-
party incentive providers

7. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
Positive incentive schemes KPI
15%-50% reduction in the use of conventionally fuelled vehicles in cities
Wide variety of evidence – analyse results due from 30th Nov 2017
• 9% increase in number of pupils who ‘always’ go to school by bike (c/f bus or car)
• 1,500 trips where use of the car is replaced by a bike in two months, 1900g CO2 saved
• 2%-8% modelled mode shift away from CFV use
• 56% of new riders and 48% of occasional riders reported an intention to increase ‘how often they ride’
compared to 12 months before the challenge
30% increase in travellers' urban accessibility and attractiveness
• Across most schemes, 80%-100% of participants reported a increase in the perceived urban
attractiveness of the city
75% Customer/user satisfaction (7 apps used in EMPOWER)
• 80%+ satisfaction for one app, circa 65% for another
10% response rate for vulnerable travel groups
• 11% to 100% response rate by scheme, depending on scheme and definition of vulnerable travel groups
(physically impaired, very young people with special needs, high deprivation index and more)

8. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
Expected or potential impact (long-term) of
the project – based on the achievements.
Instrumental
Influencing development
of policy
Influencing practice
Influencing service
provision
Shaping legislation
Altering behaviour
Conceptual
Contributing to the
understanding of policy
issues
Reframing debates
Introduction of new
concepts
Capacity
Building
Technical development
Skill development
Partnership building

9. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
Example of conceptual impact statement
One of the aims was to revisit the business model…. The aim being to
increase the number of users without incurring a concomitant increase in
the costs of supplying more points.
The focus was to explore ways to generate prizes. This is a foundation for a
‘circular economy’ set of incentives to be introduced into the points based
applications.
This contributes to the viable implementation and large-scale roll-out of
future ‘points-based’ apps.

10. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
EMPOWER TUC key success factors

11. This project has received funding from the [European
Union’s Horizon 2020 research and innovation
programme under grant agreement No 723970
The EMPOWER Team
http://empowerproject.eu/