1. 1 INTEGRATED URBAN MOBILITY Tom Middlebrook Vice President – Urban Mobility Session 9 - Transit To Inspire and Influence the evolution of Integrated Urban Mobility ACT Canada Sustainable Mobility Summit November | 2012

2. 2 One of Canada’s largest privately owned consulting practices with 2,000 staff Established in 1952, MMM Group provides a full range of integrated planning, engineering, and project management services to private and government clients across Canada and internationally

3. TRANSPORTATION 3 MMM is an expert in developing effective transportation strategies New Urban Mobility Group – Mobility Management

4. TOM MIDDLEBROOK, P.ENG. ■ Partner, MMM Group ■ Vice President – Urban Mobility Group ■ Related Associations  NFPA 130, Principal  Tunnelling Association of Canada - Ontario Chapter, Director ■ Current Projects  Program Director - 4TJV, Technical - MX Toronto LRT Program  Design Director - RTG Bid Team - OLRT  Principal – Viva BRT OE  Project Manager – YU – TYSSE Project 4

5. OUTLINE ► World Survey / Trends ► City Mobility Index ► Mobility Management / Service Design ► Mobility Management examples 5

6. MMM GROUP LIMITED CITIES AND MOBILITY

7. SURVEY OF MEGACITY OFFICIALS & INFLUENCERS (N=522 ACROSS 25 CITIES DURING OCT./NOV. 2006) 7

8. MEGACITIES CHALLENGES: Transport is Major Driver of City Competitiveness 8 (Latin America 21%) (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 in 25 cities)

9. SUMMARY 9 ► 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

10. COMPLETE MOBILITY 10 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.

11. ► 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 MAPPING TRENDS TO DEFINITION 11 Influencing Factor Attribute Trends ► End-User Focused ► Seamless ► Value

12. 12 COMPLETE MOBILITY INDEX

13. MMM GROUP LIMITED TOWARDS A MOBILITY APPROACH

14. 14 Complete Mobility Future end-state for a city’s transport system. Enables the city to meet global trends, and maintain its position amongst competitor cities. Thus remains economically competitive in a global marketplace. Transport Retail Model Conceptual model to deliver Complete Mobility. Built on techniques commonly used by large retailers to make transport system user focussed and to deliver value: personalized services, customer loyalty and yield optimization. Mobility Management Design methodology to define and deliver future mobility products and services. These are built on lifestyle needs, often via user facing technology, to deliver real value. Thus creates a sustainable business model and a strong demand management tool. THE JOURNEY TO MOBILITY MANAGEMENT

15. 15 THE TWO PARTS OF A FUTURE TRANSPORT STRATEGY The Strategic Transport Model Mobility Management Strategy Mobility Management Model User needs Value based mobility services Incentivise behaviour & management demand Monitor system performance Infrastructure and services Baseline performance data and growth demands

16. MMM GROUP LIMITED MOBILITY MANAGEMENT

17. KEY ELEMENTS OF MOBILITY MANAGEMENT Unique Elements 17 ► Places user needs at the heart of the transport experience ► Supports a one payment account for the user ► Exploits technology advances to re-imagine the travel experience ► Provides continual feedback to the user ► Provides services according to user defined segments

18. 18 Aggregating the OfferPersonalising the OfferDesigning In Value Integrating modes and services Integrating Lifestyle and Mobility Delivering Value Open DataFeedbackTrust and Assurance Partnerships Booking and payment facilitation Intelligent Demand Management Transparent and Dynamic Pricing Incentivising behavioural change MOBILITY MANAGEMENT METHODOLOGY

19. 19 MOBILITY MANAGEMENT DEFINITION ► A Mobility Manager aggregates (increasingly disaggregated) infrastructure, transport services, technology, data, and information to suit the travel and lifestyle needs of the individual ► This allows provision of integrated information, booking, payment, billing, and customer relationship management services between transport modes ► It brings together transport operators and third parties (e.g. retail, leisure or health services) to provide a seamless user experience

20. Mobility (City) Manager Public funding Infra. Asset KPIs Added value services New revenues Private funding DELIVERING COMPLETE MOBILITY ► IT architecture ► Appropriate Technology ► Data on use and preferences ► Market Segmentation ► Appropriate governance and partnership ► Agreed outcomes Smart Networks Customer Relationship Management Balanced Pricing 20

21. MOBILITY SERVICE DESIGN ► 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 SERVICE DESIGN is using product design processes and applying them to service design We are offering service design in a transport context 21

22. TAKING A MOBILITY MANAGEMENT APPROACH (1) Mobility Management requires you to: ► Start thinking like your customers – they are your greatest asset ► Get inside their heads/ experience what they experience ► Identify value aspects of their lifestyle ► Capture key behavioural aspects of their lifestyle ► Develop products which support their needs ► Capture them as a valued customer 22

23. TAKING A MOBILITY MANAGEMENT APPROACH (2) Mobility Management enables you to: ► Capture the valued lifestyle aspects of your customer’s experience ► Aggregate the broader transport offer ► Partner with complementary service providers ► Influence your customer through nudges/incentives ► Appropriately value the mobility system elements ► Maximise the utility of your infrastructure (infrastructure and services) ► Meet your policy objectives 23

24. SERVICE DESIGNER’S TOOLBOX DISCOVERDEFINEDEVELOPDELIVER AIMS Context Definition – city, organisation, community Problem understanding, user needs overview Product definition, solution design implementation planning Product/Service implementation PROCESSES Context review and analysis, engagement Co-Design, future visioning, Co-Design, prototyping Delivery planning, business change management TOOLS Data mining, trend analysis, media review, User profiling, Mystery traveller audits, interviews journey experience, storyboarding, blueprinting, User product testing, wireframing, moscow analysis, partnering Commercial exploitation plans OUTPUTS Key user segments, user challenges, opportunities roadmap Problem statement, opportunities matrix, solutions catalogue, outline design guidelines Technical specification, blueprints, business case, business change strategy, business model development Product/Service implementation 24

25. Storyboarding Participant observation Mystery traveller journeys Co-design workshops Brainstorming Data mining / trend analysis VisualisingScenario building User-profiling and segmentation Wire-framingBlueprintingIncentive design Prototyping Business model canvas Elevator pitches Commercial exploitation plans SERVICE DESIGNER’S TOOLBOX 25

26. MMM GROUP LIMITED DESIGNING FOR SEGMENTS

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28. TRADITIONAL SEGMENTS Elderly / Retiree Youth CBD workers Students Full Time workers Part Time workers Rural dwellers Tourists Licence Holders 28

29. REACHING DIFFERENT SEGMENTS Tackle a challenge Elderly people who are forced to stop driving can become immobile and isolated Design a solution “Car Freedom” aggregates users as well as transport services to provide an affordable alternative to the car which appeals to the elderly BUT … Not just for elderly People may need to stop driving at any age due to physical illnesses People may wish to live greener lifestyles by reducing their reliance on their car AND… Maybe some people only want to reduce driving Example: “Car 2 Freedom” supports two car households who want to reduce to one car. 29

30. Elderly Physically unwell or disabled Inner- city dwellers Who gives up their car? Environmentally Conscious 2 car families SEGMENTS BASED ON LIFESTYLE OR A TRANSITION 30

31. MODIFIED SEGMENTS – CAR FREEDOM Elderly / Retiree Youth CBD workers Students Full Time workers Part Time workers Rural dwellers Tourists Licence Holders Disabled / Physically Unwell Environment Conscious 31

32. OFFER VALUE: INCREASE REVENUE Current users will increase their usage of, or pay more for, transport which offers value to them A new and enhanced transport offer will be designed to be attractive to people who do not currently use transit 32

33. MMM GROUP LIMITED MOBILITY MANAGEMENT EXAMPLES

34. 34 Open Oxford ■ Regenerating activity in the city centre Walkabout ■ Reducing levels of obesity in the community En-Route ■ Enhancing the relevance of hyper-local media Car Freedom ■ A support tool for older persons giving up their car DESIGNING FOR A NON-TRANSPORT NEED

35. 35 OPEN OXFORD HELP DESK FULFILMENT REPORTING PaymentEncodingPostage ISSUANCE Readers PollingBack Office Integration Data Management Reconciliation ACCEPTANCE The Challenge ■ Restore activity and spend within Oxford City Centre ■ Propagate “Open for business” message The Product ■ City based membership card for residents ■ Incentivises travel mode to align with city movement peaks ■ Retail entitlements for members The Technology System elements ■ Smartcard data ■ Bus system usage ■ Car parking occupancy ■ Card readers in retail outlets/ car parks. ■ Help desk ■ Back office fulfilment

36. WALKABOUT Walking App for NHS London Description: ■ Changing behaviour to reduce the impact of obesity ■ A smartphone app to prompt & maintain behavioural change. It will ‘nudge’ public transport users to extend their walking activity. ■ Integrated with real-time public transport service information systems. Target Customer: ■ Aimed at the increasing numbers of obese adults in the city of London. ■ In particular, public transport users who walk on a daily basis but not at a level which delivers health benefits. 36 Key Benefits : ■ Makes the link between transport and health by addressing obesity through increased walking. ■ Easily fits additional walking into daily commuting activity by exploiting underused time – waiting at a bus stop. More info on our blog: www.walkingapp.wordpress.com

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38. The Challenge ■ To identify hyper-local media propagation methods ■ Develop means to promote a sense of community and actively communicate with public transport users The Product ■ Hyper-local communications module ■ Provides targeted community / retail information along public transport routes ■ Supports access to advertising revenue streams The Technology System elements ■ Web-portal ■ Content management system ■ QR codes ■ Upload and rate news ■ Link to main transport corridors http://youtu.be/7mkRqdb2Iuo EN ROUTE 38

39. 39 The Challenge ■ Provide a mobility resource for elderly citizens and carers looking to give up their car The Product ■ Membership module for car “giver-uppers” ■ Discounted mobility options for members ■ Travel planning tools and reporting The Technology System elements ■ Web-portal ■ Monthly invoicing ■ Customer care centre ■ Back office fulfilment CAR FREEDOM

40. TRANSLINK - VANCOUVER 40 ■ Assessing challenges and opportunities for Mobility Management ■ Work is part of Regional Transport Strategy activities ■ Focusing on big issues – e.g. ageing ■ Mindful of opportunity of Compass Card in 2013 ■ Internal workshops with staff and stakeholders ■ Development of a catalogue of Illustrative Products ■ Work in progress: delivery early 2013

41. TRANSLINK – BRISBANE, AUSTRALIA 41 ■ Assessed challenges and opportunities for Mobility Management ■ Urban sprawl (3.5 million pop.) ■ Rapid population growth ■ lack of connectivity ■ high transit prices ■ public discontent ■ reducing of public funding ■ Defined Mobility Management in Brisbane context ■ High level business case for Mobility Management ■ Approach having resonance and further opportunities for roll out

42. MOBILITY MANAGEMENT 42

43. Tom Middlebrook Vice President, Urban Mobility November 2012 43 THANK YOU

44. MMM Group Limited 100 Commerce Valley Drive West Thornhill, ON Canada L3T 0A1 t: 905.882.1100 | f: 905.882.0055 e: mmm@mmm.ca