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Fluidtime Symposium 2019
Incremental gains
- r Big bang
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Incremental gains or Big bang Fluidtime Symposium 2019 1 How do - - PowerPoint PPT Presentation
Incremental gains or Big bang Fluidtime Symposium 2019 1 How do - - PowerPoint PPT Presentation
Incremental gains or Big bang Fluidtime Symposium 2019 1 How do new MaaS services address the public agenda? 3 80% of journey by public transport or sustainable means by 2041 Mayor of London Transport Strategy 2018 4 Translation = 80%
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80% of journey by public transport or sustainable means by 2041
Mayor of London Transport Strategy 2018
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Translation = 80% “not cars”
Mayor of London Transport Strategy 2018
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How to incentivise residents to leave their cars behind?
Incremental gains
choices for specific journeys “I can take a bike this time”
Big bang
Car ownership choices “I will stop
- wning a car”
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Mobility as a Service
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Human behaviour
Motivation
“Why would I?”
Ability
“Am I able to?”
Opportunity
“Do I have access?”
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Outside-in
Human
Life stage and situation
Consumer/citizen
Making decisions in the market
Customer
Being a customer of a service
User
Using the service
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Life stages
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Citizen / Consumer level
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Customer level
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User level
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How to incentivise residents to leave their cars behind? Uber reduces bus use by 1.7% in US
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Human behaviour
Motivation
“Why would I?”
Ability
“Am I able to?”
Opportunity
“Do I have access?”
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Outside-in + behaviour
Human
Ability is key: Are people able to change?
Consumer
Motivation is key: Do people have a good reason to change?
Customer
Opportunity is key: Are the options available to people?
User
Experience is key: Can people use it and will they stick?
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Human: What kind of mobility are you enabling?
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Consumer: What motivations are you addressing?
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Customer: What opportions are available?
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User: What is the experience?
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Will the existing MaaS ofgering be suffjcient to change resident car
- wners’ mobility behavior?
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How to incentivise residents to leave their cars behind?
Incremental gains
choices for specific journeys Work with the city to enable a million new decisions
Big bang
Car ownership choices Work with new services to enables people to no need a car