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ENHANCING MOBILITY Central Transit Corridor Community Building Strategy Dr Steve Cassidy MMM Group Edinburgh, Scotland
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PEOPLE ■ TRENDS ■ CITIES ■ PEOPLE & VALUE & LIFESTYLE ■ FUTURE MOBILTY DESIGN ■
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PEOPLE
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MY MUM & DAD
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MY DAUGHTERS
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FRIEND AND DAUGHTER
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TRENDS
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World leaders recognise the growing importance of transport and mobility
World Survey
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SURVEY OF MEGACITY OFFICIALS & INFLUENCERS (N=522 ACROSS 25 CITIES DURING OCT./NOV. 2006)
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TRANSPORTATION SEEN AS MAJOR DRIVER OF CITY COMPETITIVENESS Importance for Economic Attractiveness
Unprompted Percentages (n=522)
(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
Transport is a major driver of city competitiveness
Better public transport is a major facilitator for urban sustainability and economic competitiveness Demand management is key across all sectors: water, energy, transport
Increased use of technology needed to manage city functions
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WORLD TRENDS
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MAPPING TRENDS TO DEFINITION
Trends
Globalization
Urbanization
Land use
Ageing
Workforce participation
Smaller households
Affluence
Consumer culture
Motorization
Congestion
Env. awareness
Infrastructure spend
ICT availability
Governance
Influencing Factor
Complex trips Consumer
Attribute
personalized options informed decisions simple mode neutral Information and communication personal connectivity
End-User Focused
Seamless
Value
Congestion
Definition Element
Enabling Technology Gov. Policy
physical and virtual integration coordinated transfer “zero-wait state”
trusted services perceived value make a difference transparent value proposition payment mechanism attractive mobility package
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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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CITIES
COMPLETE MOBILITY INDEX
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COMPLETE MOBILITY INDEX – CANADIAN CLUSTER
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7 Deadly Wins for Successful Cities
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CITIES NEED EXCHANGE SPACE
The city is a place of exchange Maximise exchange space
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HELSINKI, FINLAND
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SAN DIEGO, USA
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SAN DIEGO, USA
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MINIMISE MOVEMENT SPACE
Transport is about moving people and goods not vehicles Minimise movement space and maximise its productivity
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THE NEED TO MAXIMISE MOVEMENT SPACE PRODUCTIVITY
Pedestrian Bicycle Bus Passenger Automobile Automobile
Speed (mph)
Standing/Parked (square feet)
Traveling (square feet)
3 10 30 30 60
5 20 20 400 400
20 50 75 1,500 5,000
Table: Comparison of typical space requirements for different modes of travel
http://randomdude.com/images/ car-bus-bike.jpg
http://www.vtpi.org/tdm/t dm56.htm
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A BALANCED MOBILITY SYSTEM
The city must have the right exchange and movement space balance Calculate and implement this balance between private/public space and exchange/movement space
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SEOUL, SOUTH KOREA CHEONGGYE FREEWAY
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NEW YORK, NY- TIMES SQUARE BEFORE & AFTER
http://www.flickr.com/photos/ nycstreets/sets/72157622973 444484/
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NEW YORK, NY- HERALD SQUARE BEFORE & AFTER
http://www.flickr.com/photos/nycst reets/sets/72157622973444484/
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LAURIER AVENUE - OTTAWA ■
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Create a design within the existing right-of-way Provide an all-season facility Consider all road users (pedestrians, vehicles, transit, businesses, residents) Create a corridor that is attractive to timid cyclists
Ottawa
Montreal
New York
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ON STREET PARKING AND LOADING ■
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On-Street Parking Removed 75% of on-street parking on Laurier Added equal number of on-street parking spaces on parallel streets Loading Zones Taxi/School Bus/Hotel Zones Laurier Ave. Taxi Zone
Laurier Ave. Before
Nepean St. After
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RESULTS
 The impacts are more evident in the immediate proximity.  The effects decrease with distance
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THE REMAINING FOUR
4. The city is a place to enjoy Provide comfortable spaces and chairs 5. The city is defined by its arrival points 6. The city has complete connectivity internally & externally 7. The city has effective and integrated governance • Understands city dynamics • Works across silos • Provides effective funding and delivery regimes
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TECHNOLOGY MAKES COMPLETE MOBILITY POSSIBLE
PEOPLE & VALUE & LIFESTYLE
THINK RETAIL MODEL
Transport Retail Model learns from retailers - customer focus and valued offers are the bedrock of the business Foodstores and other retailers have repositioned as lifestyle service providers: the local foodstore is the first port of call for most needs. Understanding customer buying preferences and needs: Customer Relationship Management (CRM)
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THE CHALLENGE AND THE OPPORTUNITY
Segmentation opens up 100% of the market
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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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DON’T SELL GREEN
Health: each km walked per day is associated with a 5% reduction in likelihood of obesity. Each extra hour in car – 6% increase
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value
FRIENDS SPOTS WEIGHT/LOOK
COST DRIVER ATTITUDE PEOPLE (FRIENDS) IF WITH FATHER – NO FRIENDS
A NICE SIT DOWN EASY LIFE
SPEED (WAIT) SEAT COST (MOBILITY) DRIVER ATTITUDE LEGIBILITY FACILITATION
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INTELLIGENT MOBILITY: VALUE PYRAMID – LINKING TO LIFESTYLE
feedback
Decision maker Funder Sponsor
reward
Traveller Non-traveller Other segment? Other generator?
information payment management & control identification & location
authentication
transaction management
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MAKING DATA AVAILABLE
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INCENTIVES – LOYALTY ONE IN CANADA
TTC trial showed 57% increase in public transport use!
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THE GOOGLE WALLET
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Mobile Phone Travel Information
Provides information that is:
Travel planning applications have been launched for smart phones such as the iPhone
•Personalised
Real time information and route planning on:
•London underground & bus •Edinburgh BusTracker •UK national rail service
•MetrO (cities worldwide)
•Free •Adaptive & Easily Updated
•Easily accessed on arrival in city
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AMSTERDAM ELECTRIC BIKE
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Octopus Card, Hong Kong •
Integrated mobility card payment system
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Branded revenue from transport, security and retail services $2 Bn (2004) $5 Bn (2013) p.a.
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Used for travel, security, dining and shopping in Hong Kong
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 20-50% change away from peak car use
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INNOVATIVE PARKING?
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PARKING SPACE IS VALUABLE AND CAN BE TRADED
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IT’S HAPPENING ALREADY!
Toulouse Smart Parking System
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IT’S HAPPENING ALREADY!
San Francisco Smart Parking System
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FUTURE MOBILITY DESIGN
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 Bring together user needs and city needs Use technology as a lever Behavioural Change
Opening up new options for mobility Joining the dots – piecing elements together Add value
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What does it do? ■ ■ ■ ■
Car Freedom is a resource for older people who have given up, or are considering giving up, driving
Maintains levels of mobility Supports the transition to non-driving Allows members to manage their transport needs Creates a community
How does it do it? ■ ■
Gives members access to alternative transport options Aggregates members to gain access to better rates (e.g. taxi rates)
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What does it do?
Grad Pack is a portal which encourages graduates to have sustainable lifestyles as enter employment
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Supports students with the transition to employment
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Embeds sustainable lifestyle choices into their new lives
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Opens up new and improved mobility choices & offers personalised travel planning
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Can become an additional offer for University Careers Services
How does it do it? ■ ■
Bring together lifestyle and transport information, offers and incentives Challenges and support graduates to stay green
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SO WHAT?
Real people – real lives ■ Where are the problems? ■ Where is the value? ■ Aggregate all these stories and patterns emerge ■ Design services to tackle head-on ■ Technology allows you to get to the need -personalise ■
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FUNDAMENTAL PRINCIPLES
Focus on the user:
integrated into lifestyles – WHAT WILL PEOPLE & BUSINESS BE DOING DIFFERENTLY
Valued service:
Make a valued difference to people (segments) and business and government IF FIND VALUE WE FIND MONEY
Exploit technology:
Use it to find and provide value: let groups form, needs aggregate and engage ALLOW AND FACILITATE PEOPLE CENTRED INNOVATION
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