Dr Steve Cassidy
Transcript of Dr Steve Cassidy
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