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West Midlands Combined Authority
Vision:To drive inclusive
economic growth in the West Midlands region and
enable a healthier, happier, better connected
and more prosperous population
Car occupancy low, utilization
high in West Midlands
Despite the longest urban
bus network in Europe
Changing travel behaviour is critical
Bus journey time to Birmingham City Centre
2006
Rising journey times– met area speeds fell 10% since
end of recession
– bus speeds have fallen 1% on average every year since
– record-breaking traffic volumes in last two years
2016 – 200,000 people no longer covered
Bus journey time to Birmingham City Centre
Rising journey times– met area speeds fell 10% since
end of recession
– bus speeds have fallen 1% on average every year since
– record-breaking traffic volumes in last two years
How can we achieve this?
Internal
• Operational decision making
• Strategic planning
Partners
• Planning streetworks
• Major events
End-user services
• Disruption messaging
• MaaS
• Connected and autonomous vehicles
Consumer
• Mode shift
• Retiming
• Car scrappage (mobility credits)
Changes in behaviour are required not just for the end consumer,
but throughout this process
Partnership working
Cloud based
Common Data Environment
CORE DATA
Bus, train, Metro AVL
UTC/UTMC
Traffic/ patronage
counts
CCTV Analytics
Demographics
TROs
Overarching themes
Ethical
Legal
Commercial
Data
Exchange
TrafficMaster
Connected
Citizens
Program
Many others…
Facilitating a family of digital products
SENSOR
NETWORK
DATA SYNTHESIS
& GROUND TRUTH
ENGINE
RULES OF
THE ROADSEGMENTATION &
PERSONA
DIGITAL TWIN(S)DIGITAL TWIN(S)
DIGITAL TWIN(S)DIGITAL TWIN(S)
Live view
Operational
Tactical
Strategic
OTHER
FACTORS
USER TOOLS &
SYSTEMS
Apps / APIs
RTI feeds
Wayfinding /
mapping
OTHER
FACTORSOTHER
FACTORS
Segment impact on traffic congestion and willingness to change –based on this we believe there are three priority segments:
Exposure to traffic congestion
Ab
ilit
y a
nd
wil
lin
gn
ess t
o c
han
ge b
eh
avio
ur
Older
off-peak
Complex car
journeys
Unenthusiastic
drivers
Mature
Commuters
Priority segments for intervention
Open-
minded
drivers
Driving
enthusiasts
Keeping the West Midlands Moving
Alternative journey patterns in past year
Car users are most likely to have altered their journey by time, route and day in the past 12 months. Fewer than
one in 10 have used the bus or train as an alternative.
Different car based choices
Alternative mode
choices
Keeping the West Midlands Moving, 2017
Traveller segmentation model
Building on Keeping the West Midlands Moving work
Building on Experian’s Mosaic segmentation model
Delivering a persona based traveller segmentation model
Working with Connected Places Catapult
Enabling targeted incentive schemes which are most effective
Disruption messaging can be targeted to specific personas
Changing traveller behaviour
Informing better strategic planning
PLUS: ADEPT programme
Modelling refresh
Regional Transport Coordination Centre
Future Mobility
Zone
UK Mobility
Data Institute
Midlands Future
Mobility
West Midlands
5G
Swift payments
A diverse but co-ordinated portfolio
450,000+ users
Multi-mode
ticketing
£22m Programme
Mobility credits
End user focus
£40m Public:Private
New open tools
Advanced analytics
& mapping
West Midlands Meridian programme >£55m
3 CAV testbeds of instrumented & mapped
open environment
£25m connected
mobility programme
In-vehicle experience
Integrated modes
New business models
Future Mobility Zone
Clear benefits for transport
users across the region
Development of underlying
systems capability
Small-scale live
demonstrators
• Strong and robust baseline
payments platform – Swift –
incorporating
• Payments for parking
• Confidence in fares
• Data collection and synthesis
• Data available through APIs
• Swift platform available to
incorporate in new services
• Traveller segmentation model
• POD demonstrator for first-
and-last-mile use cases
• Mobility Credits programme
incentivising switch away
from car ownership
Enabling future mobility solutions in the West Midlands
CAV: An opportunity to influence traveller behaviour
NEW PROJECTS:
Rural & Inter-urban Data Exchange
[Commercial] WM 5G DfT Data
PROGRESS:
Meridian1: Delivering now
UK Autodrive: Complete
UK CITE: Complete
C-ITS: Tranche1&2 - DONE
CAV Eco-system
14
14
Urban
Rural & Inter-urban
Coventry
Birmingham
Solihull
UK CITE
Largest UK testbed: 250km of real world instrumented and digitised road testbed
environment
Multiple off-road controlled test facilities and
specialised automotive / mobility tech parks
Multiple centres of excellence for simulators,
simulation and data
Further Information
Mike Waters
Dir. Policy, Strategy & Innovation
Transport for West Midlands
07584 333540