1 Dr George McLean Hazel OBE george.hazel@mrcmh.com Investing In Better Places, Edinburgh 22 March 2011
2 World Trends
3 Mapping trends leading to Complete Mobility Influencing Factor Attribute Trends Definition Element personalized Globalization Complex trips options Urbanization informed decisions Land use simple mode neutral Ageing Consumer Information and End-User Workforce participation communication Focused personal connectivity Smaller households Congestion Affluence physical and virtual Seamless Consumer culture integration coordinated transfer Motorization Enabling “zero - wait state” Congestion Value Technology Env. awareness trusted services perceived value Infrastructure spend make a difference ICT availability Gov. Policy transparent value proposition Governance payment mechanism attractive mobility package
4 Complete Mobility Index
5 Potential of Complete Mobility A system that goes with user demand and • trends and is politically deliverable A system that delivers individual mobility • packages to every user – personal and business A system that delivers significant new revenue • streams through value added services, stored value, increased ridership, advertising, etc A system that delivers travel demand • management but through choice, incentives and value pricing not coercion A system that delivers strategic objectives •
6 Technology and retailing principles make Complete Mobility possible Technology and retailing trends
7 Provides information that is: Mobile Phone Travel • Free Information • Adaptive & Easily Updated • Personalised Travel planning applications have been launched for smart phones • Easily accessed on arrival in city such as the iPhone Real time information and route planning on: • London underground & bus • Edinburgh BusTracker • UK national rail service • MetrO (cities worldwide)
8 Amsterdam electric bike
9 Nice, France Smart Infrastructure
10 Octopus Card, Hong Kong • Integrated mobility card payment system • Branded revenue from transport, security and retail services £1.3 Bn (2004) £3.3 Bn (2013) p.a. • Used for travel, security, dining and shopping in Hong Kong
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12 The challenge and the opportunity Market segmentation opens up 100% of the market
13 Die Hard Drivers Strong emotional and physical attachment to the car Admit to strong habitual car use Not willing to use alternative modes or pay extra for car use Admit there may be alternatives but do not want to use them Keen on „technical‟ solutions such as smart cards (w/o carbon credits) & real time information. Some enthusiasm for car clubs. „Early Adopters?‟ Negative about car sharing.
14 The challenge and the opportunity The Transport Retail Model
15 The Three Key Elements of the Transport Retail Model
16 The New Mobility Model Other Policy Scheme Board with partners data Including operators and commercial partners Applications Transport Health Offer TRANSPORT Retail Channels RETAIL MODEL Venues Online, Brings together data and Etc SMS, policy requirements in Council tailor made incentive and Electronic services, charging packages transactions via private smart cards or sector other device – all voluntary Usage data
17 The TRM Business Process Commercial Increase app base Geographical and Yield management revenue (valuable targets) segment based campaigns Re-launches with new technology Added value services to segments Horizontal applications to Redefine retail channels targets to targets (incentive based offering) Develop commercial & marketing organisational capability Define future supplier contract terms of reference Time strategy create asset sweat asset maintain asset focus
18 Incentives – Loyalty One in Canada ‘Loyalty One profitably changes consumer behavior. We work with more than 100 of North America's leading brands in the retail, financial services, grocery, petroleum retail, travel, and hospitality industries. Together, we collaborate to create lasting loyalties that benefit you and your customers’. TTC trial showed 57% increase in public transport use!
Spitsmijden, Netherlands – incentives to reduce peak traffic ■ Pilot project ■ Paid participants to travel by public transport or out of peak time ■ Used smart phones to provide information and cameras to enforce ■ Discounts and PTP type advice ■ Business card ■ 20-50% change away from peak car use
Incentives – Trent Barton Buses Mango card Getting in on the ground floor New 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.
Incentives - West Midlands Workwise ■ Targeted at unemployed people living in certain “ Over the past few months, I have postcodes been looking for employment and have had assistance to „travel to ■ Free one day travel interview‟ through the WorkWise scheme. This help has been essential passes for interviews as I have no other means of transport and have relied on the bus passes available…without this assistance I ■ Free monthly travel passes would not have been able to attend interviews and ultimately obtain a ■ Information on travel job.” Anthony, North Solihull WorkWise customer ■ Funding from Job Centre Plus and others (up to £240 per person)
22 Octopus Card, Hong Kong • Integrated mobility card payment system • Branded revenue from transport, security and retail services £1.3 Bn (2004) £3.3 Bn (2013) p.a. • Used for travel, security, dining and shopping in Hong Kong
23 Toronto Cafe – providing service and improving trade!
24 Claiming the future Understand your city region • Understand your users • Accept the trend towards Complete Mobility • Sort the governance and funding • Develop your strategy towards Complete Mobility • Agree the future vision, break it down • incrementally and start building on what you have Develop new business models with key partners • Control and secure the funding opportunities • Identify a pilot project now •
25 Dr George McLean Hazel OBE george.hazel@mrcmh.com Investing In Better Places, Edinburgh 22 March 2011
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