2. Driverless Cars: Autonomous Vehicles and their impact on Outdoor Media
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Dan Reeve
GM Transport – SMEC Australia
17 October 2017

3. About SMEC
SMEC Australia is one of Australia’s leading transport infrastructure consultancies.
We have a national team of multi-disciplined engineers, planners, scientists and technicians who work collaboratively with clients to develop innovative, yet value- for-money solutions.
Services include:
Feasibility studies
Transport planning
Traffic modelling and analytics
Transport infrastructure concept and detailed design
Construction verification
Asset management services
SMEC is already working for public and private clients on AV, MaaS and related SMART City Technology projects.
Striving to deliver service excellence across a range of industry sectors, SMEC has developed and refined a core service offering covering the lifecycle of a project.
Outdoor Media Association – October 2017

4. Discussion Outline How will our travel change?
Discussion Outline
How will our travel change?
Three simple case studies for discussion:
Home  Mass Transit  Workplace
Home  Sporting event / Concert
Home  Weekend in the Hunter

5. Home  Mass Transit  Workplace
Case Study 1
How do we travel now?
How will we travel in the future?
Home → Bus → Workplace
Home → Car to park at the station → Suburban train → Walk to the office
Home → Self-drive → Workplace
Home → Autonomous bus → Workplace
Home → MaaS vehicle → Metro train → Walk to the office
Home → MaaS vehicle → Workplace
So what does this mean for the travelling public?
Quicker commuting times
More time to read or use mobile data
Similar exposure to outdoor media as we have today
Outdoor Media Association – October 2017

6. Home  Sporting event / Concert
Case Study 2
How do we travel now?
How will we travel in the future?
Home → Autonomous bus → Event
Home → MaaS vehicle → Metro train → Walk to the event
Home → MaaS vehicle → Event
Home → Bus → Event
Home → Car to park at the station → Suburban train → Walk to the event
Home → Taxi / Uber → Event
So what does this mean for the travelling public?
Quicker commuting times
More time to talk with friends or use mobile media
Different ways to be exposed to outdoor media
Outdoor Media Association – October 2017

7. Home  Weekend in the Hunter
Case Study 3
How do we travel now?
How will we travel in the future?
Home → Tour bus → Accommodation → Tour bus
Home → Self-drive → Accommodation → Self-drive / Taxi
Home → Self-drive → Accommodation → Tour bus
Home → Autonomous bus → Accommodation → Tour bus
Home → Drive with semi- autonomous technology → Accommodation → Self-drive / MaaS
Home → Drive with semi- autonomous technology → Accommodation → Smart Bus / MaaS
So what does this mean for the travelling public?
More relaxing travel
More time to talk with friends, look at the scenery or use mobile media
Different ways to be exposed to outdoor media
Outdoor Media Association – October 2017

8. The Future
Autonomous vehicles will change our methods of travel and our travel patterns.
With mobility no longer dependent on driving capability or driver behavior, people’s choice in terms of housing, work, shopping and recreation will alter fundamentally.
This paradigm shift will have an enormous effect on how cities are developed, with potential changes in land use allocation, jobs distribution, commercial and retail development.
Outdoor Media Association – October 2017

9. Mobility as a Service
Mobility-as-a-Service (MaaS) is a move away from individually- owned transport modes to transport solutions that are consumed as a service.
MaaS will reshape our lifestyles in ways we can’t fully imagine today, by incorporating automated vehicles into the mix of transport choices.
MaaS is poised to become substantially more attractive than owning a car and should contribute to the rapid decline of car ownership in city areas in the coming years.
Outdoor Media Association – October 2017

10. Time for Discussion
What are your thoughts?