A Bright Future – Mobility as a Service Dr George Hazel OBE Scottish Enterprise Smart Mobility Network Integrator Inspiring Futures Stirling, 11 September 2015

Future mobility is moving rapidly from a traditional operationally based model to a new world driven by personalised, customer driven services You take the blue pill and the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill and you stay in Wonderland and I show you how deep the rabbit hole goes. Morpheus

Survey of Megacity Officials & Influencers (n=522 across 25 cities during Oct./Nov. 2006)

The Future of Cities Megacities LondonMunichViennaUS-Mayors European Green City Index Sustainable City Challenge in Canada Sustainable Cities Complete Mobility in the GTHA

From Trends to Future Mobility Core Needs Globalisation Urbanisation Land Use Ageing Workforce Participation Smaller Households Affluence Consumer Culture Motorisation Congestion Environmental Awareness Infrastructure Spend ICT Availability Governance Complex Trips Consumer Congestion Enabling Technology Government Policy Personalised Options Informed Decisions Simple Mode Neutral Inform & Communicate Personal Connectivity Physical & Virtual Integration Coordinated Transfer “Zero-Wait State” Trusted Services Perceived Value Transparent Value Proposition Payment Mechanism Attractive Mobility Package User Focused Seamless Value

The Future of Mobility - personal, seamless and of value to the user

Yesterday’s information broadcast – top down

Today’s information broadcast – fast, flexible, interactive, personal and global

The Industry/Profession Challenge Collision Public Sector Energy Sector ICT Sector Transport Sector Mobility Services Winning in “smart mobility” markets TODAYTOMORROW

Smart Mobility: Scottish Exemplars Smart Mobility Cluster (KIC) Smarter Grid Solutions Ltd SkyScanner Ltd Alexander Dennis Ltd World leading hybrid bus & vehicle charging demo in Glasgow Global informatics phenomenon exporting from Scotland Uni of Strathclyde spinout; Global software leader in power grid management CMAL Ltd World first hybrid ferry as part of sustainable islands project

Things Vehicles Networks Service Buyer Big Data Know-how Information Things that move People Goods Vehicles Land Sea Air Networks Transport ICT Smart Grid Service Provider Valued Integrated Trusted Customers People Business Government The Smart Mobility Value Chain Service Provider NetworkVehiclesThingsInformation

What does a smart mobility system look like?

Mobility Service Provider (MaaS) Val’s lifestyle needs serviced by the personalised Urban Commuter package BigCo plc saves money with the Business World package Tom is never late with the 15 minute package Mr and Mrs BeSafe buys family safety and security with the Family package © ITS Finland

The Potential of Smart Mobility Potential outputs ■ Generates new markets and profits – a global business ■ Generates new funding streams from value added products and services ■ Helps to attract and retain residents, businesses and visitors through personalised services matched to their lifestyle needs ■ Generates efficiency savings ■ Provides the ability to shape and balance the mobility system ■ Enables the delivery of other strategic objectives like health, environments and social needs

Future Mobility is driven by finding and capturing customer value

New personalised products and services Using incentivisation, gamification, nudging, etc related to customer values Design-in value Find the value Capture the value Smart Mobility is a Value Based Approach Understand user values from lifestyle needs

People see value very quickly London’s Heathrow Airport to City Centre Cost on the “Heathrow Express” is £18 ($27) for a 15 minute journey On the London Underground it can cost as little as £2.90 ($4.40) – BUT takes around 1 hour 16,000 passengers take the Heathrow Express on a daily basis ….but 1 st Class is usually almost empty!

Value drives the market and behaviour – and the results can be dramatic TTC trial showed 57% increase in public transport use!

Spitsmijden, Netherlands – incentives to reduce peak traffic  Pilot project  Paid participants to travel by public transport or out of peak time  Used smart phones to provide information and cameras to enforce  Discounts and PTP type advice  20-50% change away from peak car use

Information creates value – increased coffee sales!

What is Scottish Enterprise doing to help companies move into smart mobility ?

Unique Selling Point Scotland Devolved Government Talented and skilled people Just the right size Engineering excellence Scotland Devolved Government Talented and skilled people Just the right size Engineering excellence Industry specialisation Transport Informatics Energy Retail Industry specialisation Transport Informatics Energy Retail Markets People buy SM service Business buy SM service Public Sector buy SM service Launchpad to Global Markets Markets People buy SM service Business buy SM service Public Sector buy SM service Launchpad to Global Markets Research Excellence Science Technology Engineering Mathematics Research Excellence Science Technology Engineering Mathematics

Mobility Integration Challenge – 1 st Round  The Mobility Integration Challenge is a competition designed to help Scottish technology and engineering company prove the value to prospective buyers of Smart Mobility products and services in Scotland leading to accelerated success in international markets.  The Challenge: Scotland is challenged to create the most advanced, integrated mobility capability in the world and to show how this can be commercialized through demonstration projects that bring global competitive advantage to our company base and our cities and communities.

Response to the SE Challenge to Industry  53 bids received from multi-million to small SME companies for initial challenge  180 organisations involved in the bids – all led by industry but many including the public sector, academia and international partners  All bids were assessed and routed to appropriate places  7 live bids at present - total project value to date is £1.65 m with SE providing £473.5 k. Note that 2 of these bids have 5 original bids consolidated within them  Other bids are being discussed with bidders

Internationalisation Building International Competitiveness Revenues from new Markets Inward Investment International Representation Sustainable Economic Growth Investment Innovation People Jobs Talent to Grow Entrepreneurship Growth Finance Infrastructure “Place” Companies Markets Sectors Revenues from new Products, services Mobility Service Provider Mobility Service Provider Networks Vehicles Things IoT TAE B2C;B2B ;B2G Insight Scale of our Ambition: 112m<+Turnover<672m pa from 2020 on Scale of our Ambition: 112m<+Turnover<672m pa from 2020 on Entry into Open Innovation Partner Network >200 globally ambituo us SMEs World Class STEM Research spanning Informatics, Transport, Energy and Engineering Informatics Sensors Great Companies Talented people Competitive Infrastructure, enabling technology, and public sector support B2G: $400B by 2020 B2C: 14% consumer income B2B: $13T by 2020 Global Transport Energy

Matching seekers and solvers Open Innovation Partner Network MoU Private Sector Needs ExperimentsGlobal Leadership Targeted Implementation Partner Network Benefits Access to open data** Government support and incentivesOver 250 Ambitious SMEs in Cluster Global Tier 1 companies Exit Entry GVA ** Mobility Opportunity Development Environment project is in development

Mobility Service Provider (MaaS) Val’s lifestyle needs serviced by the personalised Urban Commuter package BigCo plc saves money with the Business World package Tom is never late with the 15 minute package Mr and Mrs BeSafe buys family safety and security with the Family package © ITS Finland

What are the career prospects?  Traditional engineering and transport disciplines  Companies in transport, automotive, energy, ICT and data management  All sectors of the value chain – Mobility Service Providers, vehicles, networks, moving things – people and goods and Internet of Things  Public and private sectors

What needs to happen?  How do schools careers learn and understand Mobility as a Service?  How can the current advisory services include the traditional and the emerging opportunities?  Who should take the lead?  How is this knowledge passed to students?

A Bright future - Mobility as a Service Dr George Hazel OBE Scottish Enterprise Smart Mobility Network Integrator Inspiring Futures Striling, 11 September 2015