2. Tom Middlebrook

Report
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INTEGRATED URBAN MOBILITY
Tom Middlebrook
Vice President – Urban Mobility
Session 9 - Transit
To Inspire and Influence the evolution of Integrated Urban
Mobility
ACT Canada Sustainable Mobility Summit
November | 2012
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One of Canada’s largest privately owned consulting practices with 2,000 staff
Established in 1952, MMM Group provides a full range of integrated
planning, engineering, and project management services
to private and government clients across Canada and internationally
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TRANSPORTATION
MMM is an expert in developing effective transportation strategies
New Urban Mobility Group – Mobility Management
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TOM MIDDLEBROOK, P.ENG.
Partner, MMM Group
■ Vice President – Urban Mobility Group
■ Related Associations
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 NFPA 130, Principal
 Tunnelling Association of Canada - Ontario Chapter, Director
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Current Projects
 Program Director - 4TJV, Technical - MX
Toronto LRT Program
 Design Director - RTG Bid Team - OLRT
 Principal – Viva BRT OE
 Project Manager – YU – TYSSE Project
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OUTLINE
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World Survey / Trends
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City Mobility Index
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Mobility Management / Service
Design
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Mobility Management examples
MMM GROUP LIMITED
CITIES AND MOBILITY
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SURVEY OF MEGACITY OFFICIALS & INFLUENCERS
(N=522 ACROSS 25 CITIES DURING OCT./NOV. 2006)
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MEGACITIES CHALLENGES:
Transport is Major Driver of City Competitiveness
Importance for Economic Attractiveness
Unprompted Percentages (n=522 in 25 cities)
(Latin America 21%)
(India / China 11%)
(Africa 13%)
(Latin America 21%)
(Africa 13%)
(Asia 9% and Latin America 8%)
(India/China 12% and Africa 10%)
(India/China 12% and Latin America 6%)
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SUMMARY
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Transport is a major driver of city competitiveness
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Better public transport is a major facilitator for urban
sustainability and economic competitiveness
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Demand management is key across all sectors:
water, energy, transport
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Increased use of technology needed to manage city
functions
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COMPLETE MOBILITY
The Complete Mobility concept aims to move people and freight
by developing sustainable, efficient and user-focused infrastructure
that offers a high level of service and is safe, reliable, and
environmentally-friendly for cities, metropolitan areas and major hubs.
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MAPPING TRENDS TO DEFINITION
Trends
Influencing Factor
Attribute
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Globalization
Urbanization
Land use
Ageing
Workforce participation
Smaller households
Affluence
Consumer culture
Motorization
Congestion
Env. awareness
Infrastructure spend
ICT availability
Governance
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Complex trips
Consumer
Congestion
Enabling Technology
Gov. Policy
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personalized
options
informed decisions
simple
mode neutral
Information and
communication
personal connectivity
physical and virtual
integration
coordinated transfer
“zero-wait state”
trusted services
perceived value
make a difference
transparent value
proposition
payment mechanism
attractive mobility
package
Definition Element
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End-User
Focused
Seamless
Value
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COMPLETE MOBILITY INDEX
MMM GROUP LIMITED
TOWARDS A MOBILITY APPROACH
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THE JOURNEY TO MOBILITY MANAGEMENT
Complete Mobility
Future end-state for a city’s transport system. Enables the city to
meet global trends, and maintain its position amongst competitor
cities. Thus remains economically competitive in a global
marketplace.
Transport Retail Model
Conceptual model to deliver Complete Mobility. Built on techniques
commonly used by large retailers to make transport system user
focussed and to deliver value: personalized services, customer
loyalty and yield optimization.
Mobility Management
Design methodology to define and deliver future mobility products
and services. These are built on lifestyle needs, often via user facing
technology, to deliver real value. Thus creates a sustainable business
model and a strong demand management tool.
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THE TWO PARTS OF A FUTURE TRANSPORT STRATEGY
Mobility
Management
Model
Value based
mobility
services
User needs
Mobility
Management
Strategy
Incentivise
behaviour &
management
demand
Monitor
system
performance
The Strategic
Transport
Model
Infrastructure
and services
Baseline
performance
data and growth
demands
MMM GROUP LIMITED
MOBILITY MANAGEMENT
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KEY ELEMENTS OF MOBILITY MANAGEMENT
Unique Elements
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Places user needs at the heart of the transport
experience
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Supports a one payment account for the user
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Exploits technology advances to re-imagine the travel
experience
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Provides continual feedback to the user
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Provides services according to user defined segments
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MOBILITY MANAGEMENT METHODOLOGY
Aggregating the Offer
Personalising the Offer
Designing In Value
Integrating modes and
services
Integrating Lifestyle and
Mobility
Delivering Value
Open Data
Feedback
Trust and Assurance
Partnerships
Booking and payment
facilitation
Intelligent Demand
Management
Transparent and Dynamic
Pricing
Incentivising behavioural
change
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MOBILITY MANAGEMENT DEFINITION
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A Mobility Manager aggregates (increasingly
disaggregated) infrastructure, transport services,
technology, data, and information to suit the travel
and lifestyle needs of the individual
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This allows provision of integrated information,
booking, payment, billing, and customer
relationship management services between
transport modes
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It brings together transport operators and third
parties (e.g. retail, leisure or health services) to
provide a seamless user experience
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DELIVERING COMPLETE MOBILITY
Public funding
Mobility (City) Manager
Infra. Asset
Private funding
KPIs
Added value services
Smart
Networks
Customer
Relationship
Management
Balanced
Pricing
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IT architecture
Appropriate Technology
New revenues
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Data on use and preferences
Market Segmentation
Appropriate governance
and partnership
Agreed outcomes
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MOBILITY SERVICE DESIGN
SERVICE DESIGN is using product design processes and
applying them to service design
We are offering service design in a
transport context
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Bring together user needs and city needs
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Use technology as a lever
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Behavioural Change
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Opening up new options for mobility
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Joining the dots – piecing elements together
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Add value
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TAKING A MOBILITY MANAGEMENT APPROACH (1)
Mobility Management requires you to:
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Start thinking like your customers –
they are your greatest asset
Get inside their heads/ experience what they experience
Identify value aspects of their lifestyle
Capture key behavioural aspects of their lifestyle
Develop products which support their needs
Capture them as a valued customer
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TAKING A MOBILITY MANAGEMENT APPROACH (2)
Mobility Management enables you to:
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Capture the valued lifestyle aspects of your customer’s
experience
Aggregate the broader transport offer
Partner with complementary service providers
Influence your customer through nudges/incentives
Appropriately value the mobility system elements
Maximise the utility of your infrastructure (infrastructure
and services)
Meet your policy objectives
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SERVICE DESIGNER’S TOOLBOX
DISCOVER
DEFINE
DEVELOP
DELIVER
AIMS
Context Definition –
city, organisation,
community
Problem
understanding, user
needs overview
Product definition,
solution design
implementation
planning
Product/Service
implementation
PROCESSES
Context review and
analysis, engagement
Co-Design, future
visioning,
Co-Design,
prototyping
Delivery planning,
business change
management
TOOLS
Data mining, trend
analysis, media
review, User profiling,
Mystery traveller
audits, interviews
journey experience,
storyboarding,
blueprinting,
User product testing,
wireframing, moscow
analysis, partnering
Commercial
exploitation plans
Key user segments,
user challenges,
opportunities roadmap
Problem statement,
opportunities matrix,
solutions catalogue,
outline design
guidelines
Technical
specification,
blueprints, business
case, business change
strategy, business
model development
Product/Service
implementation
OUTPUTS
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SERVICE DESIGNER’S TOOLBOX
Storyboarding
Participant
observation
Mystery traveller
journeys
Co-design
workshops
Brainstorming
Data mining / trend
analysis
Visualising
Scenario building
User-profiling and
segmentation
Wire-framing
Blueprinting
Incentive design
Prototyping
Business model
canvas
Elevator pitches
Commercial
exploitation plans
MMM GROUP LIMITED
DESIGNING FOR SEGMENTS
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DESIGNING FOR SEGMENTS
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TRADITIONAL SEGMENTS
Full Time
workers
Elderly /
Retiree
Tourists
Part Time
workers
Students
CBD
workers
Youth
Rural
dwellers
Licence
Holders
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REACHING DIFFERENT SEGMENTS
Tackle a challenge
Elderly people who are forced to stop driving can
become immobile and isolated
Design a solution
“Car Freedom” aggregates users as well as transport
services to provide an affordable alternative to the car
which appeals to the elderly
BUT … Not just for elderly
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People may need to stop driving at
any age due to physical illnesses
People may wish to live greener lifestyles
by reducing their reliance on their car
AND… Maybe some people
only want to reduce driving
Example: “Car 2 Freedom”
supports two car households who
want to reduce to one car.
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SEGMENTS BASED ON LIFESTYLE OR A TRANSITION
Elderly
Physically
unwell or
disabled
Who gives
up their car?
Innercity
dwellers
2 car
families
Environmentally
Conscious
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MODIFIED SEGMENTS – CAR FREEDOM
Full Time
workers
Part Time
workers
Disabled /
Physically
Unwell
Tourists
Students
Elderly /
Retiree
Youth
Environment
Conscious
Rural
dwellers
CBD
workers
Licence
Holders
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Passenger Patronage &
Revenue
OFFER VALUE: INCREASE REVENUE
Current users
will increase their
usage of, or pay
more for,
transport which
offers value to
them
A new and
enhanced
transport offer
will be designed
to be attractive
to people who
do not currently
use transit
Non-traditional
revenue streams
New income
from enhanced
services
Current Income
Current Users
Non-users
MMM GROUP LIMITED
MOBILITY MANAGEMENT EXAMPLES
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DESIGNING FOR A NON-TRANSPORT NEED
Open Oxford
■ Regenerating
activity in the
city centre
Walkabout
■ Reducing levels
of obesity in the
community
En-Route
■ Enhancing the
relevance of
hyper-local
media
Car Freedom
■ A support tool for
older persons
giving up their
car
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OPEN OXFORD
The Challenge
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Restore activity and spend within Oxford City
Centre
Propagate “Open for business” message
Payment
The Product
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City based membership card for residents
Incentivises travel mode to align with city
movement peaks
Retail entitlements for members
The Technology System elements
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Smartcard data
Bus system usage
Car parking occupancy
Card readers in retail outlets/ car parks.
Help desk
Back office fulfilment
Encoding
Postage
ISSUANCE
Data Management
Readers
REPORTING
HELP DESK
ACCEPTANCE
Integration
Reconciliation
FULFILMENT
Back Office
Polling
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WALKABOUT
Walking App for NHS London
Description:
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Changing behaviour to reduce the
impact of obesity
A smartphone app to prompt &
maintain behavioural change. It will
‘nudge’ public transport users to extend
their walking activity.
Integrated with real-time public
transport service information systems.
Target Customer:
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Aimed at the increasing numbers of
obese adults in the city of London.
In particular, public transport users who
walk on a daily basis but not at a level
which delivers health benefits.
Key Benefits:
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Makes the link between transport and
health by addressing obesity through
increased walking.
Easily fits additional walking into daily
commuting activity by exploiting
underused time – waiting at a bus stop.
More info on our blog:
www.walkingapp.wordpress.com
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EN ROUTE
The Challenge
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To identify hyper-local media propagation methods
Develop means to promote a sense of community
and actively communicate with public transport
users
The Product
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Hyper-local communications module
Provides targeted community / retail information
along public transport routes
Supports access to advertising revenue streams
The Technology System elements
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Web-portal
Content management system
QR codes
Upload and rate news
Link to main transport corridors
http://youtu.be/7mkRqdb2Iuo
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CAR FREEDOM
The Challenge
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Provide a mobility resource for elderly
citizens and carers looking to give up their
car
The Product
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Membership module for car “giver-uppers”
Discounted mobility options for members
Travel planning tools and reporting
The Technology System elements
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Web-portal
Monthly invoicing
Customer care centre
Back office fulfilment
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TRANSLINK - VANCOUVER
Assessing challenges and opportunities for
Mobility Management
■ Work is part of Regional Transport Strategy
activities
■ Focusing on big issues – e.g. ageing
■ Mindful of opportunity of Compass Card in 2013
■ Internal workshops with staff and stakeholders
■ Development of a catalogue of Illustrative
Products
■ Work in progress: delivery early 2013
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TRANSLINK – BRISBANE, AUSTRALIA
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Assessed challenges and opportunities for Mobility Management
■ Urban sprawl (3.5 million pop.)
■ Rapid population growth
■ lack of connectivity
■ high transit prices
■ public discontent
■ reducing of public funding
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Defined Mobility Management in Brisbane context
High level business case for Mobility Management
Approach having resonance and further opportunities for roll out
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MOBILITY MANAGEMENT
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THANK YOU
Tom Middlebrook
Vice President, Urban Mobility
November 2012
MMM Group
Limited
100 Commerce Valley Drive West
Thornhill, ON Canada L3T 0A1
t: 905.882.1100 | f: 905.882.0055
e: [email protected]

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