Dr Steve Cassidy

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The Importance of Mobility

Survey of Megacity Officials & Influentials (n=522 across 25 cities during Oct./Nov. 2006)

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Transportation seen as major driver of

city competitiveness

(Latin America 21%)

(Africa 13%)

(Africa 13%)

(Latin America 21%)

(India / China 11%)

(Asia 9% and Latin America 8%)

(India/China 12% and Africa 10%)

(India/China 12% and Latin America 6%)

Importance for Economic Attractiveness Unprompted Percentages (n=522)

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Summary

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Transport is a major driver of city competitiveness Better public transport is a major facilitator for urban sustainability Demand management is key across all sectors: water, energy, transport Increased use of technology to manage city functions

Mapping trends to definition

Complex trips

Consumer

Congestion

Enabling

Technology

Gov. Policy

Definition Element

Globalization

Urbanization

Land use

Ageing

Workforce participation

Smaller households

Affluence

Consumer culture

Motorization

Congestion

Env. awareness

Infrastructure spend

ICT availability

Governance

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

End-User

Focused

Seamless

Value

Trends Influencing Factor Attribute

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Complete Mobility Index

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Intelligent Mobility: Value

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■ Everybody Was Cheering Like Mad,

Except One Little Boy. You See, He

Hadn't Heard About The Magic Suit And

Didn't Know What He Was Supposed To

See.

■ Well, As The King Came By The Little Boy

Looked And, Horrified, Said:

■ "look At The King! Look At The The

King…..the King Is In The All Together

■ he's All Together As Naked As The Day

That He Was Born.

Making it real to…?

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Smart Economy

Smart People

Smart Governance

Smart Environment

Smart Living

Industry

Education

E-Democracy

Efficiency &

sustainability

Security &

Quality

Smart Mobility Movement

Smoothing flow

Vehicle priority

Service quality (predictable)

Lower cost

Lower emissions…

WHERE IS THE VALUE!

Smart Cities Ecosystems &

Intelligent Mobility

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Smart Mobility

Intelligent Mobility: Value

USER POLICY MAKER/

MANAGER

Informed use

Choice

Incentive

Lifestyle facilitation

Informed Policy

& Management

Proactive Management

Integrated & effective

policy and management

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Transforming Mobility

Transforming Cities

Monitoring movement

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Example - Tracking mobile phones

Track mobiles without user needing

to be calling or sending a text

Map individual phones, follow flows

of people or identify traffic

Requires receivers to be set up along

route

Examples

Embed RFID chips in bracelets

Hospitals store patient information

Theme parks to track children

Access control

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Example – Automatic Vehicle Identification

Restrict access to allow only authorized vehicles into certain zones

Solutions allow for automatic vehicle identification at distances up to 10m

Disaster management

Example – Mobile barcode ticketing

Barcode ticketing

Barcode scanners at entry points

Used for rail e-ticketing in UK, and Zurich

Payments

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Example- Mobile phones and Smart Cards to pay for transport, goods and services

Contactless technology in cards or phones

Transport + system covers credit transactions and pre-loaded micro payments

Trials and fully operable systems have taken place across the world

Example: London, UK:- OnePulse Micro Payments (<£10)

Example: Malaysia-: Maxis Fast Tap

Mass communications

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Example - Information, alerts, or warnings sent via mobile phones.

Provides instant and direct information to a large number of people

Example: Used in Australia to warn of potential bushfires in an area of the country

Example – Real-time passenger information displayed at key transport hubs

Provides clear transport information for travelers

Example: UK train station real-time passenger information

Individual Communications

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Example - Use of mobile phones to communicate to individual people

Can be used with other ICT

e.g. RFID tags are used to identify an individual or item (see ‘tracking’

and ‘luggage’) but can also contain details of a mobile phone number to

contact

Personalized or standardized messages can be sent to individuals

Instant and direct communication channel

Example: ‘Nixle’- numerous towns in the U.S.A: a community information

service, that sends local information via emails and sms to registered

individuals.

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The challenge and the

opportunity

Market

segmentation

opens up 100% of

the market

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.

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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!

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Toronto Cafe – providing service and

improving trade!

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Incentives:

But we both like ice cream

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Incentives:

And we all like ipads

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Mobile Phone Travel

Information

Travel planning applications have

been launched for smart phones

such as the iPhone

Real time information and route

planning on:

•London underground & bus

•Edinburgh BusTracker

•UK national rail service

•MetrO (cities worldwide)

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Provides information that is:

•Free

•Adaptive & Easily Updated

•Personalised

•Easily accessed on arrival in city

Information – no incentive:

...and we all love transport

Amsterdam electric bike:

we all like bikes

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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

• London: £30m left

unused on 2010

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Integrated pass and

payment tool:

we all love spending

From information to incentive to change

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

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Just make people

better at

something they want

to be better at

Make lives…?

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authentication transaction

management

management & control

payment

information

reward

feedback

identification

& location

Intelligent Mobility:

Value Pyramid

Busin

ess C

ase

(n

ew

revenue s

tream

s)

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Deep Fried Battered Pizza

Deep Fried Mars Bar

Megatrends in Scotland

ECONOMIC ■ Increased Disposable Income

The median weekly equivalised

income in Scotland rose by £51

(before housing costs) and £63 (after

housing costs) in real terms between

1998/9 and 2005/6

■ Globalisation

Scottish exports rose from £52,520m

in 2005 to £65,635m in 2009

■ Motorisation

The total number of motor vehicles

licensed in Scotland was 2.7 million

at the end of 2010. Since 1999 it has

risen by of 27 per cent.

DEMOGRAPHIC

■ Ageing Population

Between 2000 and 2010

there was a rise of 14 per

cent in the 45-59 age

group, and of 13 per cent

in the 60-74 age group

¼ children under 16 will

live to 100

Megatrends in Scotland II

DEMOGRAPHIC Cont.

■ Smaller Households

It is expected that the

number of households

containing one adult will

increase from 841,000

(36% of all households) in

2008 to over 1.25 million

(45%) by 2033.

SOCIAL

■ Health

Obesity: Adults 27%, children 15%

Overweight: Adults 65%, children

32%

By 2030 cost £3billion pa

Inequality in life expectancy: male

within in Glasgow: 54 - 82

■ Desire for Personalised Lifestyles

Two-thirds of Scottish households

report having home Internet access in

2010

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Scottish City English City ? ?

Fundamental Principles

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Focus on the user: integrated into lifestyles –

WHAT WILL PEOPLE & BUSINESS BE

DOING DIFFERENTLY

Seamless travel: zero-wait state

Valued service: make a valued difference to people

(segments) and business and government

AND THEREFORE…..

Business case: realise revenues and savings & econ dev

Show & Tell: monitor benefits and disseminate

Governance: cross-sector & cross-boundary

bottom-up engagement

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Not driven by

technology

Rooted in economic

environmental and

quality of life objectives