Management summary
Final Repport Amsterdam Practical
Trial In Car
01/03/2016
Pagina 1 van 8
Management summary
I. Introduction
This overarching evaluation report concerns the In Car sub-project of the Amsterdam
Practical Trial (PPA). The PPA is a collaboration between the Ministry of Infrastructure
and the Environment, the municipality of Amsterdam, the Province of North-Holland, the
Amsterdam urban region and the Directorate-General for Public Works and Water
Management (RWS). The trial was commissioned by the Directorate-General for Mobility
and Transport of the Ministry of Infrastructure and the Environment.
This overarching evaluation report concerns the In Car sub-project of the Amsterdam
Practical Trial (PPA). The PPA is a collaboration between the Ministry of Infrastructure
and the Environment, the municipality of Amsterdam, the Province of North-Holland, the
Amsterdam urban region and the Directorate-General for Public Works and Water
Management (RWS). The trial was commissioned by the Directorate-General for Mobility
and Transport of the Ministry of Infrastructure and the Environment.
II. Objective and set-up of the trial
The objective of the In Car project was to gain substantial experience with in-car
technologies in the Amsterdam region, tailored to the provision of customised
information to individual road users, with the aim of optimising traffic flow. The longterm objective is to reduce the need for the government to inform road users if
possible. The in-car tests were subject to the following guiding principles:
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The market supplies traffic information services to road users;
A large-scale trial to achieve a visible effect on the road;
Reliable individualised traffic information to influence behaviour;
Comprehensive solution with traffic control centres and roadside systems;
Cooperation is to be stimulated.
The tests focused on two target groups in the Amsterdam region: commuter traffic and
events traffic in Amsterdam South East and in the vicinity of the RAI convention centre.
III. Consortia
Two parties were selected for each target group. These parties tested a total of four
different solutions for the two target groups. The following consortia carried out tests for
the two target groups:
1. Amsterdam Onderweg (AO), formed by the Amsterdam Council for Urban
Development (ARS) and the Netherlands Organisation for Applied Scientific
Research (TNO), with information services Superroute and Superticket1;
2. Amsterdam Mobiel (AM), formed by Arcadis and the Traffic Information Service
(VID), with the ADAM and EVA information services.
During the trial, the market parties were responsible for the technical aspects of the incar information service, for keeping the service operational, for recruiting participants
and for evaluating the tests.
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Superticket was integrated with Superroute during the test.
IV. Key figures and results
The following points make the in-car tests unique: thousands of participants on the
road, intensive data and information exchange between the traffic control centres and
in-car parties, and testing of smartrouting for better traffic distribution and parking
optimisation.
The tests were carried out 'on the road' in 2015. The following key figures apply to the
in-car tests:
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Three traffic and route information services via the apps ADAM, EVA and
Superroute;
A total of more than 75,000 downloads: AO events 17,563; AO regular 28,000;
AM events 8,444; and AM regular 25,000 downloads;
21 tests involving events, including SAIL and AutoRAI;
Total number of trips with all services: more than 1,000,000;
Largest number of evaluated trips per hour: 200;
An average of 700 customised recommendations per event;
SAIL: 100,000 multi-modal recommendations and 19,715 trips, 2,741
recommendations during AutoRAI;
The four in-car tests cost a total of 12.4 million euros, which was within the
budget.
V. Results
The costs and deployment of manpower were offset by the revenues of the trial. The
trial was successful in getting a large quantity of individualised and customised
recommendations - including a reliable travel time - to people's cars. The actual use of
the apps was disappointing owing to a low download-to-actual-use conversion ratio.
Road users are willing and able to adjust their route on the basis of the
recommendations: the follow-up percentage determined for the services is
approximately 50%. Though road users are willing to adjust their routes, they are less
inclined to change their departure time. The Superroute service ensured that the inflow
to large events in Amsterdam South East was more effectively distributed over the
network and available parking locations. Superroute also reduced the users’ travel time.
The EVA service showed that it can have an effect on traffic at large events: a modest
reduction in vehicle hours lost and saving in travel time for participants during the
AutoRAI. Despite the large scale and the effect on traffic of the in-car test, the numbers
were insufficient to achieve a (visible) effect on traffic flow in the Amsterdam region.
However, the trial did demonstrate that effective cooperation between road authorities
and service providers results in better recommendations to road users. Furthermore, it
gives road traffic controllers more control mechanisms.
The PPA supplied the following concrete products for improved traffic management
using new technologies.
a) Fast linking of 15 data elements by the regional partners;
b) Distribution of traffic and safety information via DAB+;
c) Information exchange between road user and traffic control centre via a
private intermediary;
d) Smartrouting for improved distribution of traffic over the network during rush
hour and over the various multi-storey car parks during events;
e) Traffic control centre tool for better information and additional control
mechanisms;
f) Multi-modal journey and route information app during SAIL 2015.
VI Costs versus benefits
In addition to concrete products and results, the large scale achieved and the
acceptance of the recommendations by the road users, the value of the in-car tests lies
in the insights they yield into the complex development of smart mobility. These
insights relate to what new technologies can and cannot do to improve traffic flow in
busy regions in a smart manner as well as to the importance, nature and scope of the
cooperation between government bodies and the business community. It takes time for
investments to pay off, certainly in the case of innovative tests. But if smart mobility is
successful, it is certain to generate revenue, especially when contrasted against the
costs of constructing new lanes.
The in-car tests within the PPA have provided policymakers and road authorities with
greater insight into these developments, since the tests allow the government to be
'right on the ball' with regard to smart mobility and to be a part of a transition which is
both interesting and difficult at the same time. Participation in the tests is justified by
the insights that can be gained into how to respond to new developments. For example,
the road authorities now have a unique data set at their disposal that could make a
major contribution. However turbulent the development, the government will always be
accountable for aspects such as safety, quality of life and traffic flow. It is precisely
through field tests that 'real' learning can be achieved. Lessons learned form the basis
of subsequent steps.
VII. Contribution of the Connecting Mobility transition paths
The in-car tests have unmistakably contributed to the transition paths of Connecting
Mobility. The trial involved the coordinated deployment of roadside and in-car systems
on a large scale. Since the road authorities supplied data (including traffic control
scenarios and a web portal), an effort was made to integrate both systems. In addition
to collective influencing, the trial featured a smart mix of collective and individual
influencing. Furthermore, the deployment and use of the apps revealed the changing
role of roadside information, including digital route information panels (DRIPs). The
apps were also used extensively for trips outside the area, which underscores the need
for services with nationwide coverage. Owing to the relative absence of the
commissioning authority during the tests and the major role played by the consortia in
conducting them, a serious step was made towards a smart mix of business-togovernment (B2G) and business-to-business (B2B: the cooperation of the consortia with
stakeholders plus the recruitment and retention of participants). The trial clearly
demonstrated to the public parties the importance of having data available. It was also
an experiment in government taking a back seat.
VIII. Most important conclusions
General
 With a total of 75,000 downloads and upwards of 1,000,000 trips during the four
tests, this really was a large-scale trial. It was successful in getting a large
quantity of individualised and customised recommendations - including reliable
travel time - to people's cars.
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The trial revealed that people's behaviour is unpredictable and that unexpected
ways of using the app resulted in incomplete data and/or data that is difficult to
interpret. This is why the number of trips suitable for evaluation was low.
 The on-trip apps were extensively used for pre-trip information purposes.
 The in-car tests appealed to a highly specific target group who exhibited very
substantial interest in the tests and were generally reasonably to extremely
satisfied with the apps. Nevertheless, the tests certainly did not involve the
critical mass necessary to realise visible effects on traffic flow.
 The model, in which the market focuses on satisfied participants and the
government takes a back seat, was successful. The marketing of consumer apps
is a specialism in its own right (direct recruitment is more successful than
recruiting via companies).
Technically stable system
 The development of a completely new app is relatively expensive and timeconsuming.
 The development of reliable and combined public-and-private travel and route
information makes high demands on the chain (data supply, SLAs).
 App functionalities can be added in a relatively short space of time, as we learned
from the extremely short development time of the SAIL app.
Effects on traffic
 The Superroute service ensured that the inflow to large events in Amsterdam
South East was more effectively distributed over the network and available
parking locations. Superroute also resulted in a shorter travel time.
 The EVA service showed that it can have an effect on traffic at large events: a
modest reduction in vehicle hours lost and saving in travel time for participants
during the AutoRAI. Nevertheless, this effect is too minor to refer to it as a visible
effect (on the road).
 No flow effects were determined for the commuter target group owing to
insufficient participant numbers and a too wide distribution in time and space.
 Around 50% of participants in all target groups followed the recommendations of
the services. There are no research results available with which to compare this
percentage.
 The information systems supplied reliable traffic information and travel times to
participants.
 The payment of a small amount for using the services had positive results: there
are road users who can be enticed to use and increase their use of the services.
Opportunities for scaling up
 The business case based on vehicle lost hours is difficult to implement for the
Superroute service. AO is investigating the possibilities for scaling up the service,
for example by customising functionality, layout and design for specific target
groups, objectives and other earning models. This does not necessarily have to
produce results.
 There is no business case for the Adam and Eva information services in their
current form, though parts of their functionality could be used for other forms of
service.
Cooperation
 Cooperation between the parties involved was generally smooth.
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In a public-private partnership (geared toward innovations), communication
objectives and messages are often divergent.
The trial demonstrated that effective cooperation between road authorities and
service providers results in better recommendations to road users (greater
coherence between in-car and roadside recommendations). Furthermore, it gives
road traffic controllers more control mechanisms.
Cooperation with the stakeholders (site owners, concert organisers, car park
operators, etc.) is essential for successful event tests. Their cooperation cannot
be taken for granted, owing to diverging interests. Each event requires a tailored
approach due to differences in the target group, location and partners.
Data supply, processing and distribution is a long chain involving multiple parties
and varying definitions, which requires much attention.
Effective cooperation eventually resulted in the parties being able to conduct a
successful test at SAIL in August 2015 in an extremely short space of time: an
excellent and concrete result of effective cooperation.
IX. Most important insights
Based on the traffic results achieved, the services that focus on large-scale
events seem the most likely to succeed.
A substantial traffic effect only seems possible if there is real-time integration of
traffic management and travel information.
The follow-up rate for the services in the trial was around 50%. All navigation
systems showing a similar percentage may result in a considerable traffic effect.
There is a market for multiple navigation and travel information services.
However, that market is segmented, which is why it is important for the
government to consider target groups, market segments and the right
information channels. Moreover, it is vital that the user be the focus.
Effective cooperation between public and private parties in operational traffic
management is desirable.
X. Recommendations
The conclusions above lead us to the following recommendations:
1. Invest in cooperation between road authorities and service providers:
i. Ensure that road authorities raise the priority of data access;
ii. Consider using the intermediary function;
iii. Consider setting up a marketplace for location services.
2. Stimulate expansion of the functionality of existing services;
3. Test more effective utilisation by rewarding good behaviour (spread and
avoid);
4. Stimulate use of information systems (publicity campaign).
Re 1. Invest in cooperation between road authorities and service providers
Invest in equal-footed cooperation between road authorities and service providers.
Cooperation should not be taken for granted: it requires a long-term commitment so
that effects can be achieved that actually yield added value. The following elements are
important in this regard:
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Help break down the classic OG-ON mindset of the public parties, particularly
when it comes to innovations;
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Improve the attitude and behaviour of public parties and road authorities,
especially in the purchasing department;
Remember that the communication objectives of the government (positive
publicity for the administration, risk-aversion) and market parties (user focused,
business) differ in public-private partnerships. Give market parties greater scope
in this regard.
Ensure that road authorities give higher priority to traffic management/traffic
information data.
Proactively encourage the parties concerned to supply all public traffic management
data to the National Road Traffic Information Data Bank within the foreseeable future,
as this will allow the government to contribute to the quality of the services.
Consider using the intermediary function
Because not all road authorities are able to exchange data with all service providers, it
is worth considering setting up an intermediary function. Such an intermediary will
validate data, merge it and supply it to the road authorities. Road authorities can use
the intermediary to send messages to road users in a specific area or on a specific
route. We should consider testing this model in phase 3 of the PPA, focusing on both the
technical and organisational aspects.
Consider setting up a marketplace for location services
One objective of road authorities is to also use the in-car systems to share information
with road users. This information is location-based by definition. There are many
location-based services. Providers of these services in the in-car domain are interested
in consumers. The providers of the location services and the consumer brands that
represent the demand converge in a marketplace for location services. This marketplace
arranges and standardises a number of affairs: desired reach, duration and location of a
location service, desired/actual price for using 'placement', use and follow-up, catalogue
function for supply and demand, set-off between parties, and reporting and effects.
Such a marketplace does not yet exist, but its establishment would certainly boost the
creation and purchase of in-car services, both public and private. The government could
have a catalyst effect here. The marketplace could be facilitated by a third party and is
regional in principle. A trial – for example, in Amsterdam South East, as part of PPA
phase 3 – could investigate which technical, organisational, legal and commercial
aspects play a role in such a marketplace and what the nationwide scaling up and rollout would involve.
Re 2 Stimulate expansion of the functionality of existing services
The use of the information service - and hence traffic safety - can increase further by
raising the information density of the service. This involves the following:
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Pre-trip-information that supports route choice;
Driver information: speed and lane recommendations;
Orders and bans (speed limits, overtaking bans, closed lanes, etc.).
This information contributes directly to the primary task of the road authorities. That is
a good argument in favour of using public funds to ensure this information reaches
people's cars effectively. Service providers can use their recruitment and communication
skills to ensure that more road users start using the information service. The incentive
bonus could be paid to the provider if it presents the information effectively, based on
the results of an independent assessment. Performance agreements could also be used
to further stimulate use of the services.
Re 3 Test more effective utilisation by rewarding good behaviour (spread and avoid)
PPA roadside tests proved it is possible to delay or eliminate traffic jams. However,
excessive congestion or a tailback in another part of the network can no longer be
resolved with the PPA regulations. Some experience in spreading the traffic was gained
in the in-car tests. Our advice is to assess whether rush-hour traffic can be spread by
means of in-car recommendations. Such an assessment would need to investigate the
extent to which road users are willing to follow these recommendations. These tests
could be combined with the PPA rule regime in phase 3 of the PPA. Recent research
conducted by Delft University of Technology2 shows that traffic jams can be reduced by
up to 10% by prioritising the common interest when issuing route recommendations.
The extent to which rewards for good behaviour influence follow-up behaviour could also
be investigated, as it could then be determined if paying service providers to spread
traffic over the network (e.g. result-related payments) is a realistic option for road
authorities. More effective utilisation of the network and the possible postponement of
physical measures could form the basis for the definitive payment.
Re 4 Stimulate use of information systems (publicity campaign)
If information from the road authorities on orders and bans is included in the services, it
is in the government's interest to see increased use of the services. In that case, the
follow-up percentage will rise, resulting in the desired effects: higher levels of safety,
quality of life and traffic flow. It would therefore be advisable to launch a publicity
campaign that focuses on that specific information in the information services. During
the in-car tests, the service providers already indicated that they - as part of the trial would be happy to act in greater unison in order to stimulate the information services.
2 Dynamic routing using maximal road capacity – Prof. Léon Rothkranz, Delft University of Technology