Shopping for Transport

Sue Flack

Transport planning is not delivering

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Type of solution Examples Reason (as well as no cash)

Infrastructure based

‘Predict and provide’, roads or alternatives, national projects like HS2

Half hearted alternatives, not matched with improved services, political footballs

Planning based Eco town, Sustainable Urban Extensions, Growth Points

Poor locations, lack of demand, land values, mindsets etc

Accessibility based Subsidised transport eg community, school, social care, health, rural buses

Poor standard and not responsive to needs

Behaviour based Smarter Choices Resistance, long term effectiveness uncertain

Vehicle based Trams, Ultra, new bus designs

Uncertain effectiveness, uncoordinated, expensive

Economics based Road charging Resistance, inflexible

Making cities and communities work

Meeting wider

objectives

Articulating the vision

Balancing space and movement

Focused on people not vehicles

Meeting wider objectives

Economy

Quality of Life

Environment

Governance

Meeting wider

objectives

Articulating the vision

Balancing space and movement

Focused on people not vehicles

Articulating the visionWhat we often get is:

Little connection with wider objectives

Bottom up / scheme led approach to problem solving

Too many projectsToo little financeHistory of schemes including

politically driven wish listsLack of ownership from

partners

Meeting wider

objectives

Articulating the vision

Balancing space and movement

Focused on people not vehicles

Balancing space and movement

Meeting wider

objectives

Articulating the vision

Balancing space and movement

Focused on people not vehicles

People not vehicles

Meeting wider

objectives

Articulating the vision

Balancing space and movement

Focused on people not vehicles

Global trends

Urbanization

Suburbanization

Increased disposable income

Demographic Trends

Ageing Population

Increased workforce participation

Smaller householdsEnvironmental (carbon)awareness

Safety & Security

Scarcity of fossil fuels

Economic Trends

Personal lifestyles(expectation, needs, behavior)

Lifestyle and Social Trends

Globalization

Increased motorization

Complete Mobility

ValuedIt delivers trusted services that have perceived value, allowing informed decisions that will make a difference

There is a transparent value proposition and simple and flexible payment mechanism

Provides mobility package built on priorities (e.g. safety, comfort, environmental cost)

Seamless

Seamless transportation is the physical and virtual integration of modes to ensure coordinated transfer between modes

It is the creation of a “zero-wait state” where delay to the user, before, during and after their journey is minimized

End User-Focused

It is integrated with modern lifestyles and evolving demands and expectations for personalized mobility options for people and goods

It allows for informed decisions, is simple, and mode neutral

Information and communication is the key between the user and transport service and personal connectivity

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Die Hard Drivers

Strong emotional and physical attachment to the carAdmit to strong habitual car useNot willing to use alternative modes or pay extra for car useAdmit there may be alternatives but do not want to use them

Source: Dr Jillian Anable, Centre for Transport Research, University of Aberdeen

Complacent Car Addicts

High car dependency and ambivalent about reducing useNot willing pay more to drive. Not motivated by environmentBUT, pragmatic approach to alternative modes High bicycle ownership, but lowest use

Source: Dr Jillian Anable, Centre for Transport Research, University of Aberdeen

Malcontented Motorists

Highest actual car dependencyBUT, find driving increasingly stressful Some willingness to sacrifice for the sake of the environmentBUT, firm belief that the alternatives do not exist

Source: Dr Jillian Anable, Centre for Transport Research, University of Aberdeen

The ambulance analogyUser wants one ambulance – quickly – only when they need one

Health provider wants controlled and effective supply to meet overall demand

Transport Retail Model

Stealing from the supermarketsLook at successful

retail operatorsThey know their

customers and respond quickly

They use established marketing and management techniques with IT

More shoplifting...Concepts Tools

Customer relationship management

Building up use and preference data

Marketing Segmenting and targeting according to preferences

Responsive supply Dynamic management using IT, following demand

Incentives and value added

Personalisation of service using IT, loyalty cards

The value of loyalty

?

DataPreference

informationLifestyle informationValue added

Targeted offers and information

It doesn’t have to be on smart cards.....

Responsive networks

Highways Agency: Network Active Traffic Management Supervisory Sub-System

The whole pictureMaking the city work

Focus on people not vehicles

Segment the market

Smart cards or personal

travel devices

Incentives and pricing to change

behaviour

Responsive transport networks

Governance and fundingNeeds ‘guiding hand’ to

set outcomesNeeds both public and

private sector involvement

Can be started at any geographical level – with leadership and vision

Can provide new revenue streams eg by allowing value added services

Greater Manchester Combined Authority Publishes Final SchemeAll 10 Greater Manchester local authorities have agreed to submit a scheme to the Government for the creation of a new authority. The Greater Manchester Combined Authority would be established to co-ordinate transport, regeneration and economic development functions for the whole region of Greater Manchester.

Some prototypes

What its not!Buses to supermarketsSelling trams or ticketsIntegrated ticketingJust informationJust marketing Just smart cards

Not necessarily anything to do with Tesco (or any other retailer!)

Customer Relationship Management - Dundee

Working to replace all City Council smart cards with Squid Card – used for buses, taxis, Young Scot, libraries, leisure, schools, university

Creating a Citizen Account with the Squid card

‘Customer First’ programmeNow includes cash payments for small

sums

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CRM - Nottingham Trent University

First travel plan in 1998Smart card access to car parks and

buildings as well as buses and trams, buying refreshments and study materials

Parking strategy with managed access using smart card data

Own travel centre Integrated transport and planning

strategy with new buildings built on car parks

Developed around line 1 of the tramUnilink bus service

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CRM – mobility centre, Toulouse

Offers car pooling, bicycle renting, public information, advice and sale of public transport tickets

80% customer satisfactionBeing extended to whole cityOperated by Tisseo-SMTC (joint

bus and tram operator, Greater Toulouse and Sicoval community)

Democratically accountable

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Targeting drivers - road tolling, SE Queensland

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•Free flow tolls on motorways•‘Tag’ based •Potential for managing by incentives and payments•Partnership with IBM•Now looking at other applications

Incentives - Spitzmijden, NetherlandsPilot projectPaid participants to

travel by public transport or out of peak time

Used smartphones to provide information and cameras to enforce

Discounts and PTP type advice

20-50% change away from peak travel

Incentives - West Midlands WorkwiseTargeted at unemployed

people living in certain postcodes

Free one day travel passes for interviews

Free monthly travel passes

Information on travelFunding from Job

Centre Plus and others (up to £240 per person)

“Over the past few months, I have been looking for employment and have had assistance to ‘travel to interview’ through the WorkWise scheme. This help has been essential as I have no other means of transport and have relied on the bus passes available…without this assistance I would not have been able to attend interviews and ultimately obtain a job.”Anthony, North Solihull WorkWise customer

Incentives – Trent Barton Buses Mango cardgetting in on the ground floorNew homeowners in trent barton territory are being welcomed with a complimentary MANGO card charged up with £20 worth of free travel in a drive to win new converts to the bus.

Where to start?

Step 1?

• Smart card• Mobile phone

Device

• Alternatives • Carbon or

health awareness

Information • Financial

• Targeted

Incentives

Step 2?

• Smart• Responsive• Efficient

Networks

• Choice• Value added

services

Charging • Sustainable

city solutions

Reinvest

Or anywhere....

Complete Mobility

Urban Traffic Control

(congestion)

Mobile phones and

apps (lifestyle)

Established smart card operation (ease of

use)

New development (growth)

Partnership with

private sector

(reform)

Savings and

efficiency (revenue streams)

Charging and

payments (revenue)

Carbon strategies (climate change)

City manageme

nt (economy)

Social inclusion

(targeting)