1 BestMOB: Behavioural Change for Sustainable Urban MobilityA business assessment of rush-hour traffic reduction and sustainable mobility practices

2 Our goal To find business models that Reduce car-use during rush-hoursEncourage sustainable travel behaviour Reduce financial burden of public sectors and Are environmentally and societally profitable.

3 Our concern

4 Selection of best practicesWe will consider projects that are potential for business case Successfully implemented with positive outcomes of cost-benefit analysis Have potentiality to affect travel behaviour Applicable to small segment of population and area Adoptable by private companies Have indication of producing tangible/virtual product

5 Types of best practicesRewarding scheme for rush-hour avoidance (controversial pricing policies and equity issues) Mobility budget scheme (provides insight into direct and operating business cases) Image building initiatives (Green image is an advertisement trend and a corporate responsibility for companies) Car-free development initiatives (Area-based development has profit potential for real-estate and local business)

6 Rewarding scheme for rush-hour avoidanceBusiness assessment (MuConsultant 2013) Project name Project area Rewards Cost Benefit Ratio Spitsmijden A12 Utrecht A12 corridor (between Utrecht and Veenendaal) €4 per avoidance. €3.3 million €1.9 million 0.6 Spitsmijden Haaglanden Downtown area of The Hague (Urban network between A12 to Scheveningen) €2 per avoidance. €2.8 million €1.1 million 0.4 Spitsmijden in Brabant Brabant area Varied reward (between €1.25 and €5 per avoidance) €8.6 million €2.5 million 0.3 Slim prijzen RegioRing A12, A15, A73 and A325 highways (between Arnhem and Nijmegen) and all the shortcuts. €4 per day for avoidance. €12.7 million €9.7 million 0.8 Spitsvrij Utrecht Oost All main and shortcuts between Amersfoort and Utrecht Up to €100 per month. €12 million €17.4 million 1.5 SpitsScoren A15 Rotterdam Highway A15 (Rotterdam) €9 million €10.8 million 1.2

7 Rewarding scheme do’s Rewarding works as good incentive for behavioural modification. Success of the scheme depends on possible availability of alternatives such public transport, work flexibility and location accessibility. Rewarding scheme can be financially successful for longer projects.

8 Rewarding scheme don’tsAmount of reward increases participation, but increases project cost. Participants may fall out if length of peak hours is broad. Choice of participants may affect results, e.g. females are less affected.

9 Mobility budget to reduce car-useBusiness assessment Company Product Motive Success Inno-v Mobility budget - Create equity - Provide greater freedom in travel choice - Difficult to evaluate as Inno-v had no lease cars. Yacht - CSR and environmental activities - Reduce company’s high cost of fuel - Reduce pressure of parking. - In 2008, 85% of the company cars were clean ones. - 64 hybrid cars. - 19% CO2 reduction in one year. - Fleet declination from 2340 to 1540. Cap Gemeni - Mobility budget - NS Business card - New way of working - balance between work and leisure - efficient use of time and higher productivity - CSR and environmental benefits - Reduce space requirement by 30%. - Decrease commuting by 20-25%. - Efficient use of time (able to work while traveling).

10 Mobility Budget Do’s Higher administrative burden can be outsourced.Mobility portal can be used efficiently for transparency, personal assessment and motivation, and real-time information. Similar to rewarding schemes, employees respond to financial incentives and change their travel behaviours to reduce car travel, increase use of public transport and reduce commute distance. Companies take corporate responsibility seriously.

11 Mobility Budget Dont’sOutsourcing may be expensive for small companies, but, may be promising for combination of similar companies. Employees characteristics play role, e.g. mobility budget is mostly effective for highly educated people. Client characteristics are also important (e.g. client in different location)

12 Image Building InitiativesBusiness assessment Project name Promoter Motive Success Sydost Trampar The Energy Agency for Southeast Sweden - Encourage employees to replace unnecessary car use with cycling for commuting trips as well as business and leisure trips. - 40 tons of CO2 were saved. - Healthier staff - Less parking spaces - a “green” image and - financial savings - Project recovers cost from the company registration fees for competition. WeCity WeCity mobility application developer - To promote sustainable transport by giving prizes on the basis of the number of sustainable kms. - To promote their app for car pooling, rout planning and public transport information. - App earns money from advertisement of different products to the app-users.

13 Image Building Initiatives Do’sAs there is no evaluation after the project completion, it is difficult to say anything about behavioural impact. Company appreciates the concept of “Green image”. Although it was initiated by public authority, it can be organised by private companies as it recovers the cost. Additional, those companies can also advertise their own brand on the registration portal or app used for the competition like WeCity. WeCity shows that not only for companies, prizes and incentives can work for general people.

14 Image Building Initiatives Dont’sUse of Apps or games is not effective at the end of a motivational initiatives (learned from Reward shcemes).

15 Car-free development Business assessment Area Product Motive SuccessVauban, Freiburg Car-free new development - to implement a city district in a co-operative, participatory way. - To meet ecological, social, economic and cultural requirements. - Energy savings per year: 28 GJ - Reduction of CO2 equivalents per year: 2100 t. - Reduction of SO2 equivalents per year: 4 t. - Saving of mineral resources per year: 1600 t. - Streets and other public spaces are/will be playground and places for social interaction. - a far-reaching participation and the social work organized by Forum Vauban Tower Hamlet, London Electric Vehicle (EV) Car club - Research oriented - understand impact of EV on electricity distribution - Test new models for deploying EV car clubs in lower income areas. - Brings affordable and resource efficient low-carbon mobility to deprived neighbourhood. - Provides support to the residents in a private “car free development” - Demonstrates the value of an integrated, neighbourhood approach, how infrastructure (smart grid), transport, and socio-economic challenges can be addressed through joined up initiatives.

16 Car-free development Do’sVauban Forum is a great example of involving local stakeholder in the planning process with legal rights. Multiple stakeholders from different sectors can be brought together (e.g. EV car club). EV car club is an innovative solution to engage private involvement in such redevelopment and accessibility improvement projects. Vauban utilised national health insurance fund to promote cycling.

17 Car-free development Don’tsIn absence of financial assessment, the business case is not clear as the projects are either public or research oriented.

18 Thanks…