Building a Plan for Mobility Management
A project proposal for TransLink, Vancouver
ACT Canada Summit
Deborah Lightman, MCIP, R.P.P.
December 3 | 2014
KEY QUESTIONS
►
What is Mobility Management?
►
Why does TransLink care about Mobility
Management?
►
How can TransLink move forward with Mobility
Management?
A CHANGING CONTEXT
Evolving
mobility
needs
Growing
expectations
for transit
Rapidly
advancing
technology
Changing
lifestyles
New
transportation
service
providers
Changing
cities
Necessitating a pro-active response
by transit systems
Mobility Management is
an innovative approach to
delivering transportation
services.
Mobility Management
harnesses technology &
partnerships to create
user-focused products &
services.
Mobility Management
products and services can
be used to manage
transportation demand
and to encourage
behaviour change.
Illustrative Example of Mobility Management
SeeMore is a smartphone app that links to a
transit system’s smart card.
Illustrative Example of Mobility Management
FlexiTRANS is a personalized
mobility service that supports
individuals to use the most
appropriate transportation
option for each journey.
PROJECT BACKGROUND
►
How can Mobility Management support:
►
Stronger customer focus
►
Efficiency and cost-savings
►
Partnership building
APPROACH
Two-phase project
PHASE 1
►
Challenges and opportunities
review
►
Illustrative examples of Mobility
Management products and
services
►
Analysis of expected impacts
►
Review of existing TDM
programs
APPROACH
PHASE 2
►
►
Evolve the ‘case’ for Mobility
Management
Design an Implementation Strategy
►
What approach?
►
What organizational model?
►
What early actions are required?
THE ‘CASE’ FOR MOBILITY MANAGEMENT
1.
Provide the pro-active response to changing context
2.
Improve demand management capabilities
3.
Improve customer experience
4.
Optimize network and investments
5.
Coordinate expertise held across TransLink
6.
Improve revenue generation
PROVIDING THE PRO-ACTIVE RESPONSE
►
►
Innovation in transportation could be seen as a
‘threat’ to transit
TransLink has the opportunity to ‘guide’ this
innovation
►
Trends present an opportunity to increase mobility
choices
►
Our recommendation: a collaborative and proactive
approach that will enable TransLink to maintain or
increase its role in the transportation system
IMPROVING DEMAND MANAGEMENT CAPABILITIES
Mobility
Management
Pathway
►
Identify
Capture
Influence
Manage
An approach to create more effective TDM programs
►
Understand need and values of individuals and groups
►
Develop personalized and customized products and services
►
Build two-way relationships with customers
►
Eventual potential to influence behaviours in real-time
MODEL FOR IMPLEMENTATION:
MOBILITY MANAGEMENT PARTNERSHIPS
►
Recommended model: TransLink coordinates
and funds partnerships to tackle specific local
mobility challenges
►
Flexible partnership format or structure:
 WHO  WHAT  WHY
►
Enables TransLink to harness external
innovation
Illustrative Example of a Mobility Management Partnership
Opportunity: To further enhance the
experience for business visitors and
increase spending.
Partners:
►
Tourism Council
►
TransLink
►
App developer.
Solution: “SeeMore”
Illustrative Example of a Mobility Management Partnership
Challenge: To better meet the transportation needs of
people with disabilities.
Partners:
►
Seniors’ Centres
►
TransLink/Access Transit
►
Local design agency
Solution: “FlexiTRANS”
IMPLEMENTATION PLAN
Strategy
Define Mobility Management strategy
and principles
Funding
Allocate funding based on performance
indicators
Collaborative
Environment
Start conversations with a broad range of
groups
Pilot
Set objectives, monitor and
evaluate
Launch
Open for ‘bids’
Illustrative Example of Partnership-Building Activities
Opportunity: Welcome newcomers to Metro
Vancouver and encourage the use of transit and
other sustainable modes
Activity: “New Residents Challenge” organized by
TransLink
►
Part 1: Open brainstorm (online and offline)
►
Part 2: Two-day Hackathon to create a new
service or improve an existing one
►
Part 3: Evaluate concepts, award prizes and
establish mobility management partnerships as
appropriate
MEASURING EXPECTED PERFORMANCE
Multi-criteria assessment of partnerships
►
Support for overarching TransLink goals and identified
local challenges
►
Effectiveness in meeting user needs and influencing
demand
►
Benefits for partners
►
Additional transportation and non-transportation impacts
►
Assessment of financials and deliverability
PROJECT OUTCOMES
Key input into Mayors’
Council Vision for Regional
Transportation Investment
The three key strategies:
1.
2.
3.
Invest strategically to
maintain and grow the
transportation system
Manage the transportation
system to be more efficient
and user-focused
Partner to make it happen
REFLECTIONS AND NEXT STEPS
Explaining the Concept and Rationale
►
Stories and illustrative examples to help us describe it
►
Enables public sector innovation as the transportation context changes
Putting the Concept into Action
►
Mayors’ Council Vision was accepted, referendum to follow in 2015
►
Future TransLink implementation; subject to funding
MMM Group Limited
100 Commerce Valley Drive West
Thornhill, ON Canada L3T 0A1
t: 905.882.1100 | f: 905.882.0055
e: [email protected]
PROJECT OUTCOMES
Manage: “The Vision will
broaden the reach of the
existing TravelSmart
program… and will develop
technology-based solutions
such as Compass Card addons, smartphone apps and
online portals that will both
improve the customer
experience and promote
behaviour that maximizes the
productivity and costeffectiveness of our system”