Transport for Greater Manchester: BRENDA

7 Nation Army

Thursday, 25 July, 13

Transport 2033The city centre will be increasingly congested;

people will have to deal with heavy traffic jams.

Public transport tickets will be paid by users with their personal devices and the service will be customize to each individual.

Vehicles will accumulate energy and eventually be 100% connected to the internet; as a result, it will reduce car crashes.Vehicles will also be driverless.


Our Task

How do we kill people's love affair with private transport and develop Greater Manchester to become a 21st century city region using data and technology to ensure public transport and other sustainable modes are used to their fullest capacity?


Research & Data

infotrafford.org.uk


http://www.infotrafford.org.uk/


Research & Data

guardian.co.uk




Street Interviews“Sometimes the information isn’t reliable.”

“The buses come when they want, instead of operating on a time-table.”

“Unconsciously, people still think it’s a shame to take the bus.”

“You can only use the transport pass for only one route.”

“Sometimes trams disappear from the schedule. You don’t know if it is coming or is cancelled.”


1 2 3

Insights

People’s time is highly valuable

They want efficient travel

Accurate information is a priority

A B C


The Challenge

Q

How can we align TfGM with people’s lifestyle and expectations so they shift from

private to public transport in the next 20 years?


The Strategy

Get To By

Middle class 13-35 years olds from Mancunian suburbs, who use car everyday to the city centre and find public transport inflexible, uncomfortable and inconsistent

Use sustainable alternatives such as buses and tramways during their peak time commute

Informing them and offering them a fast and efficient service that will allow them to save time through implementation of a 20-year program.


BRENDAShe is the agent that connects commuters and TfGM.

She will be the bridge that exchange information with the users in order to make the time productive and entertaining.

Commuter TfGMBRENDA

City

LocalBusinesses

Drivers(Public and

Private)


BRENDAShe will collect and transmit up-to-date data and

promote an enhanced lifestyle during the journey.

Commuter TfGMBRENDA

City

LocalBusinesses

Drivers(Public and

Private)


EcosystemThe 3 Pillars of communication and relationship building

Information Content

Transparentand flexibletransport system

Constantimprovementthrough customer data

More productiveand enjoyablecustomer journey

Data

User

TfGM


Time Frame

202520182013 2033

Short-Term Mid-Term Long-Term


Short-term Goals

20182013

• Build trust from current passengers of TfGM• Fulfill need for information• Gain confidence in services provided by public transport.

In the first five years, we will build trust by providing customers with information that they need the most – a live, time-accurate schedule, informing people about upcoming buses and trams.


Short-term

• People will use smartphones to pay

• Check-in and check-out to buses allow automatic collection of traffic and passenger information

• TfGM can send live updates to commuters from the data collected


Short-term

Data collection will allow TfGM to:

• Predict congestion points (vehicles and capacity of public transport)

• Receive and send live information about change and timetables in order to inform the user about the most efficient routes


Implementation

• “Car Free Day”• Trial runs• The most popular routes

free of charge• Once a month


Mid-term Goal

20252018

After making the regular service overall convenient, predictable and efficient for passengers, we will focus our efforts on the experience provided during the commute.


Mid-term

• Enriched touch panel screens with information about upcoming buses and traffic updates will be consequentially changed to interactive touch-panels.

• Updated with features available previously only in mobile version of Brenda, as well as special offers of nearby businesses.


Mid-term

• In-vehicle experience enriched by foldable touch-screens in the backs and edges of seats

• Exclusive content from TfGM partners: games (kids), shopping, city guide, education, entertainment (books, magazine, newspapers)

• Partner offers based on geo-location

• Showcase-like, entertainment experience


Long-term Goal

2025 2033

Our Long term idea is about personalization of the processand making it more intuitive.


Long-term

• Local targeted information during your travel. (Augmented Reality Windows)

• SportsDirect -> Order shirt for £49.

• TfGM will be able to make partnerships with local businesses everywhere in Manchester


Long-term

• Improved, targeted content based on bodily reactions

• Sensors in seats collect biometric info

• Tired/sick -> Make necessary suggestions

• i.e. Coffee, medicine, comedy


?

Why BRENDA?

• Shopping, Continuing education, Entertainment

• Optimised schedule without additional usage of time

• Recommendations and content

• Streets are really congested• Work life becomes increasingly

more demanding• Make the most out of your

time while commuting


Questions?
