Transportation Planning (International) Ltd Presentation by: Alan Bailes MSc, FCIHT, FCILT, TPP Head of Transport Planning 2012

Complete Mobility Influencing Changes in Travel Behaviours During Challenging Times Innovative Case Studies: Birmingham Complete Mobility - Proposal for Business Case OUTSMART

What is Complete Mobility? 3

Aims of the study  To consider both a long term strategy to move towards Complete Mobility in Birmingham and a series of short term ‘Quick Wins’  To contribute towards the objectives of the Big City Plan, particularly those related to economic development  To engage City Centre businesses in the form of Business Improvement Districts (BIDs) 4

5 From transport ticketing to Citizens Card 5 Concessionary fares All passengers and modes Marketing approach Transport ticketing Big City Plan Economy and investment City Centre partners Whole city objectives Multi applications Starts with agreed priorities Open to all Citizens Card

6 From Citizens Card to Complete Mobility 6 public transport and non-public transport users multi applications e purse Citizens Card links public sector and commercial partners responsible for data and CRM framework and operation Complete Mobility Manager meeting 'whole city' objectives proactive with data using incentives and payments Complete Mobility exploitation

Governance and delivery 7

8 Behaviour change and incentives – lessons learnt  Need ongoing knowledge from use  Segmentation helps  Personalised information and feedback works  Transport has often not taken enough account of psychological factors  Transport application vital to Citizens’ Card but not Visitors Card  Considerable interest in incentives in Birmingham (22% already using loyalty/discounts)  55% of our survey self identified to two groups known to be most receptive to incentives  Even ‘Die Hard Drivers’ might be open to technology based incentives 8

9 Quick Wins 1. BID incentives trial 2. Working with a major store 3. Smart mobility centre 4. Visitor Card 5. Managing traffic during disruptive events 6. Personalised Travel Planning (PTP) legacy 9

Business Case  Outline ‘thoughts’ on Complete Mobility  Much more research required for robust case BUT IDENTIFIED POTENTIAL FOR:  Contributing to Big City Plan objectives  Partnership working with BIDs  New revenue streams 10

11 Conclusions and recommendations  Potential based on Centro smart card rollout  A necessary step is a Citizens Card (and Visitors Card?)  BIDs could take the lead to shape Complete Mobility development  Possible pilots to demonstrate ‘what it will look like’ including traffic management, events and PTP ‘legacy’  Detailed work still needed – research and trials were limited 11

PROJECT OVERVIEW – OUTSMART

The Future Internet Public Private Partnership (FI-PPP) programme Relevance of ICT for the EU economies. Economic impact of the Internet. Realisation of ICT driven value generation in different (non-ICT) usage areas. Identification of target usage areas: Energy Cities and utilities Environment Transport Agriculture Healthcare Basis is the Internet of Things applied to the usage areas.

FI-PPP PROGRAMME

PROGRAMME FINANCES AcronymLength (years) Cost (€)Grant (€) FI-Ware366,376,42640,999,661 ENVIROFI26,474,0265,015,348 FI-CONTENT28,239,5754,996,906 FInest27,998,1814,889,930 FINSENY29,256,6165,183,351 Instant Mobility28,015,6594,994,969 OUTSMART27,603,4734,996,000 Safecity24,960,2233,719,598 SmartAgriFood27,435,3974,974,250 INFINITY33,785,1383,000,000 CONCORD55,875, ,019,98888,645,934

OUTSMART OBJECTIVES OUTSMART contributes to the sustainability of city resources by establishing a Future Internet enabled eco-system for cities, and supporting the creation of innovative services with real value to the European economy and citizens OUTSMART addresses five essential Smart City services: Water and Sewage – Aarhus DK Street Lighting – Santander ES Waste Management – Berlin DE Water and Environment – Trento IT Sustainable Urban Transport – Birmingham UK

USE CASES - CLUSTERS

OUTSMART & FI CONNECTION

UK CLUSTER PARTNERS UNIS (Knowledge institution) UK cluster lead, link to core platform, tech provider INTERNET OF THINGS TECHNOLOGY, CONTEXT-AWARE MOBILE SERVICES AND APPLICATION DELIVERY AMEY (Public services provider) Link to public sector partners, domain knowledge of transport sector DEVELOPMENT AND IMPLEMENTATION OF TRANSPORT SYSTEM USER DEMANDS AND TRAVEL BEHAVIOUR, USER INCENTIVES CI3 (Innovation and technology centre) Link to innovative transport related services OPEN INNOVATION SYSTEMS, INTELLIGENT TRANSPORTATION SYSTEMS Birmingham City Council (Public Partner) Hosting of field trial, link to wider stakeholder network

SUSTAINABLE URBAN TRANSPORT // Birmingham: tech:*intelligent commuter concept:*open data Car vs. Train Good choice!

TRAVELSMARTER ECOSYSTEM

OUTSMART ARCHITECTURE The OUTSMART architecture aims to be a generic architecture that is suitable for all applications in the U&E domain Utilises FI-WARE generic enablers (i.e. fundamentally developed with the IoT in mind) FI provides a future-proof and extensible

BUSINESS USE CASES ScenariosGoals SmartVisitor Provide visitors to the city of Birmingham with real-time information about eco-friendly transportation whilst combining it with information about local Points of Interest and events. SmartShopper Provide shoppers with incentives to use public transport for their shopping experience. Local retailers may provide incentives for this sort of travel. Purchases may be delivered directly to the shopper’s home for convenience. SmartCommuter Provide commuters with real-time information about their commute to avoid circumvent delays and also offer incentives (i.e. carbon credits) for eco-friendly travel choices.

TRAVELSMARTER GOAL Travelsmarter is an incentive-driven, cross-sector approach to multimodal transport management and real-time information provision. It facilitates an optimal utilisation of transport infrastructure in urban areas Aims to minimise environmental impact caused by transportation. TRAVELSMARTER SmartCommuterSmartVisitorSmartShopper

BIRMINGHAM: TRAVELSMARTER Multimodal, real-time travel information services. Providing private “cost and benefit” data to travellers for a range of travel modes: time, cost, carbon footprint. Encourage greener transport modes through incentive schemes. Access to the services through any Internet capable device. Time Carbon Footprint

BIRMINGHAM: TRAVELSMARTER

Birmingham: Pershore Rd Corridor

HIGH-LEVEL OVERVIEW OF POC STRUCTURE API TRAVELSMARTER MOBILE APPLICATION TRAVELSMARTER MOBILE APPLICATION SERVER Walkit.com TRAVELSMARTER WEBSITE TRAVELSMARTER WEBSITE API

INCENTIVIZATION MECHANISMS Cross-sector credit based loyalty schemes that is influenced by travel mode selection Allows for accumulation of (carbon) credit that can be traded in for Free or discounted use of particular transport modes Discounts/offers at localised shops or tourist attractions Council tax discounts …

Complete Mobility Thank You for Your Time and Listening QUESTIONS!!!!!