1. Analysis of Sustainable Transport Use by Information Services K. Nakazawa, H. Ueda, T. Hashitani Fujitsu Limited H. Tsurumi, M. Takaoka Rikkyo University The 2 nd International Conference on Sustainability Engineering and Science February 20 th -23 th, 2007 Faculty of Engineering, The University of Auckland

2. All Rights Reserved, Copyright FUJITSU LIMITED 2007 1 Background: CO2 emission in Japan CO2 emission from each sector in Japan and CO2 emission from each type of transport in the transport sector. Inconvenient due to insufficient transport information! Truck for Business 16.2% Truck for Private 18.5% Private car 49.4% Ship5.3% Air4.2% Train2.9% Bus 1.8% Taxi 1.8% Commercial & Other Sector 16% Industrial Sector 37% Transport Sector 21% Residential Sector 13% Energy Industry Sector 7% Industrial Processes 4% Waste 2% 1,259 million-t CO2 emission → Sustainable transport use Use of private cars → Sustainable transport use

3. All Rights Reserved, Copyright FUJITSU LIMITED 2007 2 Objective 1. Selection of an information device and a method for providing environmental information 2. Analysis of the importance of environmental information provided to transport users 3. Demonstration experiment providing environmental information via mobile phones Web-based questionnaires related to information services Conjoint analysis from questionnaire answers at an event hall Between a terminal station and an event hall in Tokyo To shift transport users to sustainable transport

4. All Rights Reserved, Copyright FUJITSU LIMITED 2007 3 Device and method to provide information Number of respondents and age groups. TotalMaleFemaleTotalMaleFemale Age 1,089 538551100 Teens3116152.83.02.7 Twenties2489315522.817.328.1 Thirties42718923839.235.143.2 Forties26115310824.028.419.6 Fifties9059318.311.05.6 Sixties322842.95.20.7 Respondent's numberComponent ratio Selection of an information device and a method for providing environmental information Web-based questionnaire Web-based questionnaire Q. How do you usually use mobile devices to receive information and decide a transport route? and decide a transport route?

5. All Rights Reserved, Copyright FUJITSU LIMITED 2007 4 Type of mobile devices for receiving information. Type of methods in deciding a transport route. Web-based questionnaire: results Providing environmental information using a transport route guidance system via mobile phone would be more effective! 18.8% 4.0% 74.4% 19.0% 0%20%40%60%80% Laptop computer PDA Mobile pho ne Don’t have mobile devices 15.7% 4.5% 15.3% 0.5% 54.7% 2.7% 6.1% 0.6% 0%10%20%30%40%50%60% Already known Using commuter ticket Using pamphlet & map Using telephone & fax Transport route guidance system Advice from persons Private car only Others

6. All Rights Reserved, Copyright FUJITSU LIMITED 2007 5 Selection of place and data collection Conditions of demonstration experiment 1.Destination visited for leisure, because users were not expected to change the transport route to the commuting route. 2. A site that has more competing forms of transport, so that the influence of providing information related to different transport routes could be examined. Selection of a place (transport route) and collect related to data in a demonstration experiment

7. All Rights Reserved, Copyright FUJITSU LIMITED 2007 6 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

8. All Rights Reserved, Copyright FUJITSU LIMITED 2007 7 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

9. All Rights Reserved, Copyright FUJITSU LIMITED 2007 8 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

10. All Rights Reserved, Copyright FUJITSU LIMITED 2007 9 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

11. All Rights Reserved, Copyright FUJITSU LIMITED 2007 10 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

12. All Rights Reserved, Copyright FUJITSU LIMITED 2007 11 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

13. All Rights Reserved, Copyright FUJITSU LIMITED 2007 12 Place for demonstration experiment 【 Route 1 】 Train A (JR line) → Train B (Rinkai line) 【 Route 2 】 New transport system (Yurikamome line) 【 Route 3 】 Monorail (Tokyo monorail) → Train B 【 Route 4 】 Marine transport system (Water bus) 【 Route 5 】 City bus (Toei bus) 【 Route 6 】 Taxi http://www.bigsight.jp/english/access/index.html Terminal station (Hamamatsucho station ) Event hall (Tokyo Big Sight)

14. All Rights Reserved, Copyright FUJITSU LIMITED 2007 13 Data collection for six transport routes Duration, fare, and CO2 emission for six kinds of transport routes. Environmental impact caused by CO2 emission in transport sector is the most important factor! ＊ 1 NZD ≒ 85 Yen Environmental information Environmental information CO2 emission per a passenger of each transport route → CO2 emission per a passenger of each transport route

15. All Rights Reserved, Copyright FUJITSU LIMITED 2007 14 Conjoint analysis is a survey method that projects consumer actions concerning tangible specifications of products by having them evaluate a specific product profile. Analysis of transport information Number of respondents / age groups. Attributes and levels in conjoint analysis. Analysis of the importance of environmental information provided to transport users Conjoint analysis Conjoint analysis Questionnaires at an event hall Questionnaires at an event hall

16. All Rights Reserved, Copyright FUJITSU LIMITED 2007 15 Procedure of conjoint analysis 12 types of cards based on the design of the experiment method. Respondents: Respondents: Arranging 12 cards into a desirable transport route Questionnaire answer: Questionnaire answer: Analysis by using a conjoint analysis software

17. All Rights Reserved, Copyright FUJITSU LIMITED 2007 16 Conjoint analysis: results Utility at each level and importance of each attribute. Importance of transport information in selecting transport routes for different age groups. ・ Importance of environmental information rose with older respondents. ・ Females tended to select sustainable transport by providing environmental information rather than males. environmental information rather than males.

18. All Rights Reserved, Copyright FUJITSU LIMITED 2007 17 Development of software for mobile phones The guidance system can provide transport information about the duration, fare and amount of CO2 emission! Development of transport route guidance system for mobile phones

19. All Rights Reserved, Copyright FUJITSU LIMITED 2007 18 Display images of environmental information The system can display an illustration corresponding to the amount of CO2 emission caused by transport routes!

20. All Rights Reserved, Copyright FUJITSU LIMITED 2007 19 Demonstration experiment Transport information via mobile phone ・ Duration ・ Fare ・ CO2 emission Bus Taxi Event hall (Tokyo Big Sight) Train Select a desirable transport route Transport route guidance system Water bus Demonstration experiment to provide transport information via mobile phones to actual transport users

21. All Rights Reserved, Copyright FUJITSU LIMITED 2007 20 Procedure of demonstration experiment 1.The respondents gathered in a meeting room, and we explained how the transport route guidance system works. 2.The respondents operated the transport route guidance system and decided a transport route. 3.The respondents actually traveled from the terminal station to the event hall. 4. After the respondents arrived at the event hall, they answered questionnaires.

22. All Rights Reserved, Copyright FUJITSU LIMITED 2007 21 6.0% 33.0% 9.0% 15.0% 37.0% 0.0% 01020304050 26.0% 42.0% 15.0% 7.0% 10.0% 0.0% 01020304050 Route 1 Route 2 Route 3 Route 4 Route 5 Route 6 Selection of transport route Percentage of transport routes selected by the respondents. Without transport route guidance system Providing the transport information increased the ratio of selecting Route 5 (City bus), because the fare of that route was the cheapest among the six routes! With transport route guidance system Train A → Train B New transport system Monorail → Train B Marine transport system City bus Taxi

23. All Rights Reserved, Copyright FUJITSU LIMITED 2007 22 Transport information in route selection Duration Fare Transportation image Number of transfers Walking distance Others Environment ・ No guidance system: The ratio of transport route selected based on the transportation image was large. the transportation image was large. ・ With guidance system: Transport users tended to decide the transport route based on the fare provided as transport information. transport route based on the fare provided as transport information. Without transport route guidance system With transport route guidance system Percentage of transport information that the respondents referred to.

24. All Rights Reserved, Copyright FUJITSU LIMITED 2007 23SummarySummary Environmental information through the transport route guidance system via mobile phones would more effectively promote sustainable transport use. Conjoint analysis showed the possibility of improving sustainable transport use by providing environmental information, in particular to older females. Most respondents selected the route based on the transportation image, and they tended to decide the route based on the fare by using the guidance system. It was suggested information services including environmental information would promote transport users to sustainable transport.

25. All Rights Reserved, Copyright FUJITSU LIMITED 2007 24