1. Ecomm 2008 Rewards as an incentive to travel outside the rush hour London, 5th June, 2008 Frans Glazener, Spitsmijden/Rabobank Nederland

2. 2 Topics Rabobank – mobile banking or banking on mobility? Learnings copied to mobility Spitsmijden Top down Bottom up Social Responsibility & Sound Business

3. 3 Achmea – Interpolis Insurance De Lage Landen Leasing/Factoring 188 local banks 1.400 branch offices 9 mln Customers of which 1,5 mln members Rabobank Nederland Robeco Rabo Mobiel Schretlen & Co Athlon / Translease Rabo Vastgoed Bouwfonds FGH Rabobank Group Customer Value Guiding Principle Rabobank International Rabo Securities

4. 4 Total bankcontacts Bank Branch Use of Direct Channels Massive Behavioural Change Channel shift

5. 5 Summary behavioral change learnings 98% decline of branch office traffic in 25 years Doubling of contact moments to > 500 mln/annum 80% of bank customers internet banking NO COST INCENTIVE Post modern client is autonomy seeker; – Selfservice – In Control – Convenience – Responsible

6. 6 How did Rabobank get involved? 21 st Century Bank Client is the same behind the wheel; – PC = Wheel – Wheel = PC Wants to be responsible and In Control – Hates fines, charges and penalties – Loves positive stimulus Testing roadpricing A12 (1998) Development of Sustainable Mobility

7. 7 Why involved? Netherlands Direct economic damage 1,5 bln/annum Social Costs – Safety in Traffic – CO 2 – climate issue – Fine dust particles – Public Health Total damage > 3 bln/annum

8. 8 Economic & Social costs > 3 bln/yr

9. 9 Economic damage 1,5 bln/yr lost productive hours Daily traffic congestions up to 700 km s per day

10. 10 Sustainable Mobility 21 st versus 20 th Century Traditional Top Down Government monopoly Supply driven Cars versus Public Transport Fiscal measures Highly unpopular And failed

11. 11 Predictions 2020 Daily traffic congestions up to 700 km s per day i.e. ZERO effect

12. 12 Flooding risks Holland Western part - 2040

13. 13 Sustainable Mobility 21 st versus 20 th Century Traditional Top Down Government monopoly Supply driven Cars versus Public Transport Fiscal measures Highly unpopular And failed Now Bottom Up Private Public Partnership Demand driven Multi Modal + eWork Positive Incentives Car driver responsible Voluntarily

14. 14 Traditional Short term Innovations Long term Volume reduction reward required behaviour labour conditions voluntarily - tempting Multi Modal chain Mobility Working from Home Alternatives ICT – travel information DTI - DTM FCD More roads Rewarding schemes Car efficiency Bio Fuel / Natural Gas Better engines H2 Economy Road pricing Behaviour Change Sustainable Mobility * Combination of Bonus Malus

15. 15 Private Employers Regional initiatives The Hague Rotterdam Utrecht Den Bosch & Eindhoven Gelderland – KAN (knooppunt Arnhem-Nijmegen)

16. 16 Pilot rush hour avoidance Spitsmijden, a pilot to test whether positive incentives may seduce car drivers to avoid rush hours

17. 17 Spitsmijden Goal is to: – Prove that positive incentives work better than punitive measures – Attempt to achieve a sustainable change in working habits – Promote the use of other forms of transport – Change employee target settings – from input to output driven work – Mindset!

18. 18 Spitsmijden 1 A12 between Zoetermeer and The Hague 350 participants 2 months - monitoring to benchmark and identify participants 3 months - rush hour (7:30 – 9:30 a.m.) avoidance premium of 3 Involvement of drivers and employers to allow changed work habits

19. 19 Spitsmijden The Hague region Sept 15th, 2006 Oct 2nd, 2006 Sustainable behavioural change through positive incentives

20. 20 Private Public Partnership Spitsmijden Enabled through collaboration;

21. 21 Spitsmijden Phase 2 Longer stretch of road – 40km Longer period – september 2008 to june 2009 More participants – 600+ and probably expanding to 6000 late 2008 Test to see if behavioural change is long term Test existing and new technologies Test peoples reaction to new payment systems Promote sustained move to public transport alternatives

22. 22 Incentives 4 per sector per day Smartphone at very reduced cost to test GPS based systems NS (Dutch railways) Business card – train should be a hassle free option Minitix mobile payment account – testing future payment scenarios Easy to use traffic information service

23. 23 What is needed? Creative thinking – Lets get away from taxes, taxes, taxes Take the initiative away from the government – Companies, road infrastructures, local bodies New ways of living, working and moving – From input to output driven – Personal mobility budget – Remote working – Less distinction between private and work life + win/win

24. 24 Rabobank Sustainable mobility

25. 25 Practice what you preach Rabobank internal – learning by doing Test July 1st – December 31st, 2006 Time based -> Performance based management Lease cars A–B–C CO 2 labels only Public Transport Card Parking policy Tele- / Flexworking (from home) Rabobank Unplugged Tactics – Volunteers – Tempting – Seducting

26. 26 Lease Cars Rabobank 64% ABC cat. by end 2006 100% ABC in 2008 1.2 mln kg CO 2 reduction (-/- 3,8%) Average CO 2 /car in kg -/- 9,3% Reduction total number of cars 5722 -> 5674

27. 27 Public Transport Card (trains) leasecar drivers Rabobank – juni 2006 Total Target audience 5549 leasecar drivers; – Actively used Public Transport 1114 (20%) – 40% Headoffices en 11% Bank branches Test of 6 months - 1,3 mln trainkilometers – Reduction car mileage -/- 7,9% – Car Mileage of non-participants +/+ 5,9%

28. 28 Other measures Rabobank internal No mileage compensation between head offices Utrecht – Eindhoven Parking policy headoffice Utrecht – 38% 21% end 2006 11% in 2009 – No Parking < 10 km from the office Stimulate bicycles 7000 Tele- / Flexworkers (working from home) Nett Personal Mobility Budget

29. 29 Sustainable Mobility Re-desiging the way we think about work and mobility People – Planet - Profit Road pricing Bonus Malus Public Transport is complementary Teleworking