Informed Personal Travel

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Challenge

a) This project aims to address the management of traffic congestion in the West Midlands; ‘Our key focus is tackling congestion in order to support sustainable regeneration’ (West Midlands Congestion Delivery Plan – a subset of the West Midlands Local Transport Plan 2007). b) The Associated Birmingham City Council local area agreement targets: National Indicator (NI) 167: ‘Managing the flow of traffic and the average journey time per mile across the 7 key corridors in and out of the City Centre, measured on the morning ‘peak’ of traffic’, and NI 186 ‘The reduction of C02 emissions’. c)The Birmingham City Council in a response to NI167 has stated that their priority for Birmingham is: ‘To find alternatives to single occupancy private motor vehicle journeys along the key corridors during peak times, supporting schemes such as car sharing, car clubs and enabling a greater use of public transport.’ (West Midlands Local Transport Plan 2007) In an effort to help manage congestion in Birmingham the Intelligent City project demonstrates how the exploitation of technology can be a cost effective and innovative route to increase the usage of public transport during the morning ‘peak’ hours and subsequently reduce levels of congestion.

Solution

Working with SMEs, the project directly supports innovative, regional ICT companies, focusing on the interesting R&D of new Intelligent Transport applications; specifically emphasizing applications which enable better congestion management and increased access to public transportation. The products developed are piloted and tested within the Intelligent City environment (see below); following an evaluation process, SMEs are provided with a new commercial opportunity. Phase 1: Develop an ‘Intelligent City’ environment within a key ‘corridor’ a) Establish the telecommunications/ connectivity along the corridor in order to ensure the latest in high speed IT connectivity (including mobile data) b) Secure relevant software licenses (for example virtual mapping software) c) Secure relevant IT Hardware (for example GPS receivers and transmitters, mobile devices and wireless sensors) d) Secure full working access to the range of databases which currently record traffic related information on a daily basis (for example MATTISSE, Network West Midlands GPS database and the Urban Traffic Management Centre data feeds). Phase 2: Deliver direct support to SMEs The support provided for SMEs incorporates the research and development of new intelligent transport products and processes. The support provided to SMEs through this project is in the form of market analysis, technical specification, application development, prototyping, user trials, integration of multiple data sources, product evaluation and longer term commercialisation of research. To date the partnership has identified 4 key opportunities: a) Increase the use/ accessibility of public transport through an informed (door to door) personal travel service (‘live’ data of bus locations, bus stops, occupancy levels of a bus, timetables, traffic data to provide accurate public transport journey times and real time GPS guidance via a mobile device) b) Development of a fully voice operated guidance system to support persons with a disability, making public transportation fully accessible (in particular individuals with sight and hearing impairments). c) Development of electronic mobile micro-payment services to allow for the purchase of short journeys on different forms of public transport. d) Provide support for individuals who are seeking to reduce their C02 emissions through a personalised, mobile C02 calculator which demonstrates their saving of C02 when public transport is utilised.

Results

IMPACT: The User Sample (User trials): In order to ensure that the roll out of such technology along a key corridor a) addresses the overall priorities of the Local Transport plan, b) supports the needs of individuals travelling during the morning peak (impact on behavioural change) and c) demonstrates an increase in public transportation usage, dedicated trials take place within specific sample groups in Birmingham. The City Council are currently working with Mott McDonald in order to draw from best practice in behavioural change theory and sustainable travel promotion, defining target groups, messages and interventions which may be able to reduce single occupancy car journeys along the key radial routes into central Birmingham during the morning peak. The work undertaken to date has identified a significant sample of individuals broken into four socio-economic clusters, across geographic locations, each with different profiles (A2, C1, C3 and C5) who are regular morning peak commuters. The partnership are proposing to build upon this research through the user trial and testing of technology applications aimed at addressing a behavioural change. The sample size is expected to be in the range of 300 people and will include a full independent impact analysis and evaluation prior to and after the adoption of new technology. The evaluation will record travel time, C02 emissions, behavioural change and usability. Key Results: Reduction in C02 (10,000 tonnes) Increased support for SMEs, new job creation and the reduction in Congestion have all resulted in a GVA uplift.

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