1. Mobility as a Service in the West Midlands

2. Who are we?
The West Midlands Combined Authority (WMCA) works to improve transport, economic development, regeneration, employment, housing and skills and to deliver public sector reform.
Transport for West Midlands (TfWM) is responsible for transport infrastructure and public transport services in the West Midlands Metropolitan Area
TfWM are the transport professionals within the newly formed WMCA
WMCA: works to improve transport, economic development, regeneration, employment, housing and skills and to deliver public sector reform.
TfWM:
Invest to improve the regional transport structure, working towards integrated public transport that’s safe and secure
Planning for the future
Develop integrated information and ticketing that meets customer needs
Provide free fares for the elderly and disabled
Provide park and ride facilities
Work with operators to provide improvements
As owners of Midland Metro we promote and develop Line One and its planned extensions
Support socially necessary bus services to operate that are not profitable - in the early morning, the evening or Sundays
Customer information is provided to passengers in electronic, real-time and mobile formats and traditional paper-based at-stop or in leaflets
Providing more people with sustainable travel options including cycle routes and storage, maintenance and safe riding courses and security marking

3. What challenges do we face?

4. National Context
West Midlands is at the heart of the UK’s motorway and rail networks with the West Coast Mainline, M6, M5, M40, M42 performing a crucial local and national economic function
M6 performs a critical national economic function providing connectivity between the North West, West Midlands and London
Disruption to the operation of the Strategic Road Network and Rail Network can quickly have dramatic impacts to our economy
Major incidents on the motorways impacting on major business productivity, people’s journey times and reliability

5. Accomodating growth
Our population is forecast to grow by 444,000 people by 2035
Size of a Bristol, Liverpool, or Nottingham onto our area
Number of new homes which will need to be built to help accommodate this growth over 20 years is in the order of 165,000
An important key infrastructure challenge we face is to ensure the effective and reliable operation of the Strategic Highway Network in the West Midlands
Need to move goods and people around and freight is of key importance to our economy

6. Clean air
Outside of London, the West Midlands suffers from the most extensive exceedances of the EU annual Limit Value for NO2 in the UK
Birmingham City Centre – feasibility studies for a Clean Air Zone
Road transport emissions from exposure to fine particles account for around 1,460 premature deaths in the West Midlands
TfWM working with Birmingham City Council on future Clean Air Zones and coordination with the wider WMCA area
TfWM developing ‘WM Transport Emissions Framework’

7. What do people say? Public transport
“It takes me from where I don’t want to start to where I don’t want to go.”
The car
“Too much traffic on the road and the cost of motoring and parking seems to be getting more expensive all the time.”

8. Can MaaS help? We think it can so we,
established a MaaS strategy and gained political support for a pilot,
sought to create a private sector opportunity which we have done,
leveraged our excellent relationships with operators and Authorities,
wanted to learn quickly,
didn’t want to commit public funding
So we established a opportunity where we facilitate and learn as we go but do not provide any funding for the service.

9. Opportunities Social Customers Economy
Personalised, easy to use service removing hassle
‘Best-price’
Efficient use of time
Access to all modes
Easy subscription and payment
Opportunities
Supports Policy goals
Economic growth
Job creation
More reliable transport
Better data
Customers
Personalised
Easy to use service
‘Best-price’
Efficient use of time
Integrated -removes hassle
Easier access to modes
Easy subscription payment
Economy
Efficient use of transport networks
New business opportunities
Mode operators gain revenue.
Efficient management of operator
Social
Supports Policy goals
Generate economic growth and job creation
More reliable transport network
Greater user generated data
Public sector benefits
Efficient use of transport networks
New business opportunities
Operators gain revenue.

10. What is Mobility as a Service
The BIG question
Can Mobility as a Service be better than owning your own car?
All transport on one easy app
Journey Planning
Ease of Transaction
Flexible Payment
Managed User Experience
Personal Service
Animated slide – no need to click
Better than using your own car
Wide variety of transport public and private will ensure that customers are getting where they want, when they want to.
Best options suggested save customers money, time and nerves making travel time pleasant and productive.
Much more than a trip planner
New generation Trip Planner combines operators unconventionally serving customers according to their needs.
Personal Assistant suggest best routes according to customers preferences.
See where transport is in the real time with links to diary and social media.
Takes care of personal travel and logistics.

11. What is a MaaS package?
We all have mobile phone and differing packages
MaaS is similar – instead on text and data its bus and car hire

12. Initial Reach Mode Reach Bus Regional Metro Rail National Car hire
Rail and Car
Mode
Reach
Bus
Regional
Metro
Rail
National
Car hire
Car trips
Cycle
Regional/national

13. Suppliers Commercial Model
Transport Services Costs
Incentive Costs
Operational Costs
Customer Packages
Income
Suppliers Commercial Model
A commercial initiative requiring little or no public sector investment.
[Will a commercial model work everywhere – AirB&V etc…]
This project is a commercial initiative requiring little or no public sector investment. The success rests on the ability of the commercial MaaS provider to create a going concern in the provision of these services.
The model in principle is very simple the MaaS provider receives income form customers which entitles them to a package of services. The MaaS provider buys transport from the transport operators. The MaaS provider’s income from the packages needs to exceed their cost of transport services and operational costs.

14. What interests MaaS customers?
Price
Time spent travelling and on certain modes
Convenience (when where and how you wish) and on your smartphone
Environmentally friendly
Reliability and consistency
Quality service – if you don’t like it you won’t use it again

15. Where are we now Brought together a commercial partnership
Signed an MoU and agreed to run a MaaS in the West Midlands
Not provided any public sector funding
Integrated public and private transport services
Attracting interest from new transport providers
Using Whim live with trusted users

16. Craig is one of our live testers

17. Whim can be used on the bus as a visual ticket accross the West Midlands

18. It can also be used on the tram

19. To call a taxi

20. Or hire a car

21. Whim has many features and we are just starting to explore them

22. Side effects of MaaS Interest from other MaaS providers
Interest from new innovative transport services wanting to come and “play” in the West Midlands
Influencing the services provided today – for example mobile ticketing

23. Mobility as a Service hype or opportunity? …we’ll let you know
This is a research project to help us understand MaaS and any potential unintended consequences

24. TravelSpirit collaboration
An open collaboration between independent stakeholders, creating a platform for them to deliver Mobility as a Service solutions, enabled by open source licensing and open development, anchored in a public fiduciary entity.
Mission:
Community of practice for MaaS.
Open source, open and portable data and open development.
To signal and encourage all our work will be open source.
Seek to enable downstream commercial deployment.
TravelSpirit remain a not-for-profit community.
TravelSpirit is an open collaboration between independent stakeholders, creating a platform for them to deliver Mobility as a Service solutions, enabled by open source licensing and open development, anchored in a public fiduciary entity.
Our mission objectives for TravelSpirit are:
We will form a community of practice to create new, commercially-viable MaaS solutions built from both existing open source components and new code. Read more.
TravelSpirit is committed to growing the liberty of its community through open source, open and portable data and open development.
We are committed to submitting improvements we make to existing code upstream where possible and encourage users of our code to contribute improvements to us.
To signal and encourage this, all our work will be open source, using the Mozilla Public Licence v2 and compatible licenses. Read more.
We seek to enable downstream commercial deployment but TravelSpirit will remain a not-for-profit community.
TravelSpirit will be hosted by a suitable fiduciary and administrative umbrella, who will hold all assets in trust and facilitate open governance by and for actual, current participants in the TravelSpirit community and their successors….read more.
The community will seek Crowd Funding opportunities. Public sector resources are constrained due to a range of globally developing trends…read more.

25. MaaS open maturity model
Level 1: Legacy closed systems
Level 2: Internally open, using APIs
Level 3: Sharing some own APIs and/or source code
Level 4: Contribution to community APIs and
Level 5: Advocate for open source and APIs
Would you be interested in getting involved
Transport Systems Catapult:
Exploring the opportunity for Mobility as a Service in the UK, July 2016