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Barclays Cycle Hire

“Building the best Public Cycle Hire Scheme in the World”

Alan Stannard – Operations Director

Date: 10/2/2011

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Agenda

An introduction to the Barclays Cycle Hire Scheme

Using the Scheme

Scheme infrastructure

Managing the Scheme

How people use Cycle Hire in London

Usage patterns

Early trends in „modal shift‟

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Agenda (2)

The public reaction

Challenges and lessons learned

The real impact of bike schemes

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Barclays Cycle Hire Scheme - Key Fact

Page 4

Over 10,000,000 km

already ridden on

the bikes

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An introduction to the Scheme

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Timeline

Contract awarded July 2009

First Docking Stations started construction December 2009

Bikes/Terminals started manufacture February 2010

Staff recruitment from January 2010

IT systems entered testing February 2010

Members go-live 30th July 2010

„Casual Users‟ (credit card payments) go-live 3rd December 2010

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King’s

Cross

St Paul’s

Cathedral

The

Globe

TheatreHouses of

ParliamentThe Royal

Albert Hall

Hyde Park

15

Minutes

25

Minutes10

Minutes

The Barclays Cycle Hire Scheme area

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Pricing

Access Type Access fee

Annual £45

Weekly £5

Daily £1

Usage Charge

Up to 30 minutes Free

Up to 60 minutes £1

Up to 90 minutes £4

Up to 120 minutes £6

Up to 150 minutes £10

Up to 180 minutes £15

Up to 6 hours £35

Up to 24 hours (maximum hire charge) £50

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Website

http://www.tfl.gov.uk/roadusers/cycling/15025.aspx

Full website with

information and

transactional pages

Site within the

Transport for London

website estate and

integrated to other

transport forms

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Becoming a Member

Transactional pages allow:

• Creation of member accounts

• Management of member accounts

• Payment

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Scheme infrastructure

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The bike

Bike is based on

Montreal design

Aluminium frame

Robust and resilient

41 modifications

made to adapt the

bike to London

conditions

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The terminal

Already an iconic part of London‟s

streetscape

Links to design of the Police

Telephone Box

Terminals include „Legible London‟

mapping panels

Terminals have touch screens to

allow transactions and information

requests

Credit/debit card payment facilities

within robust and secure frame

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The Docking Point

Highly visible and

recognisable

365 locations

installed

Bikes docked in

highly secure and

robust docking

points

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How it works

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How it works – renting a bike

Bikes can be hired by Members or

„Casual Users‟

Casual Users hire bikes using their

credit or debit card at the Terminal

The Terminal allows the payment

transaction to be processed

Later the same day Casual User

can use their Credit/debit card to

hire another bike

The touch screens can give

information on the status of nearby

docking stations

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How it works – renting a bike

A Member simply

inserts their

Membership key at

the Docking Point

The Casual User

enters their 5-digit

PIN code

The „green light‟

tells the customer

that the bike is

ready to go

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How it works – renting a bike

The customer simply

removes the bike

from the Docking

Point and starts their

journey

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How it works – cycling

The customer

completes their

journey using

normal roads or

cycling lanes

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How it works – returning the bike

The customer simply

re-docks the bike at

their chosen

destination Docking

Station

If they want to hire

another bike, they will

have to wait 5

minutes before this is

possible

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Managing the operation

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Operations Control Centre

Page 22

Based in Penton Street, Islington

Planned and reactive allocation of

resources and jobs using a variety of

management information tools

Dashboards give status of docking

stations across the scheme, electrical

condition of terminals & number of bikes

in each docking point

Vehicle tracking system displays real

time location of BCH staff and vehicles

in relation to docking stations to allow

efficient deployment of resource

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Contact Centre

Page 23

Based in North London

140 staff taking inbound calls, inbound e-mails

and letters, and making outbound proactive

account management calls

Customer billing and financial management

functions based here

Security control strict through need to meet PCI

compliance standards at all times

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Serco Staff Base

Page 24

Over 270 jobs new created

Increased staff levels across operation to

cope with demand

Recruitment from local communities

targeting groups disadvantaged in terms of

employment

Apprenticeship scheme leading to NVQ2

(UK national standard)

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Managing the Operation – a short video

MAIN - LARGELAUNCH - LARGE

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A busy morning - the operation

On a busy morning we can have:

Over 3,500 journeys per hour

350+ bikes hired at the busiest stations

20 vehicles moving bikes

70 staff on-street

80 staff taking calls

15 staff managing the operation

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How people use it

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Barclays Cycle Hire Scheme - Key Facts

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• Scheme went live to Members on 30th July

• Over 110,000 registered members

• Over 2.747 million successful hires (16/2/11)

• 365 Docking Stations

• 8800 Docking Points

• 5400 Cycles available for hire

• Busiest day total hires – 27,455 journeys

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Cycle hire journeys

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The peak hour demand – zonal level

9

1

2

3

8

1011

12

7

5

4

6

AB

CD

E

F

G

H

I

Zone B

Zone C

Zone E

Zone A

Zone D

16

%

7%

Pick Ups (within zone) Drop Offs (within zone)

26

%

39

%

22

%

12

%

19

%

31

%17

%

11%

% figure is a percentage of total morning peak

Weekday morning peak – 7am to 10am

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Usage Patterns – a 24 hour overview

Date: 4th October 2010

Day of London Underground Strike

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Why people use it

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Why people use it

Journey purpose of travel by Barclays Cycle Hire bicycle

0% 10% 20% 30% 40% 50% 60% 70% 80%

Commuting

Leisure

Meeting friends and family

Socialising

Shopping

Personal business

On employer's business

To/from education

Other

Base: 3,754 respondents.

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Why people use it

Most frequent journey purpose of travel by Barclays Cycle Hire bicycle

Base: 3,754 respondents.

0% 10% 20% 30% 40% 50% 60% 70%

Commuting

Leisure

Meeting friends and family

Socialising

Shopping

Personal business

On employer's business

To/from education

Other

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Why people use it

Modes of transport used in addition to travel by Barclays Cycle Hire

bicycle

Base: 1,350 respondents.

0% 10% 20% 30% 40% 50% 60% 70%

Tram

Minicab

Black Cab

Powered two-wheeler

DLR

Other

Private bicycle

Car/van

Bus

Underground

Walking (5 mins +)

Train

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Why people use it – modal shift

Modes of transport used before Barclays Cycle Hire bicycle

Base: 1,350 respondents

0% 5% 10% 15% 20% 25% 30% 35% 40%

Tram

Minicab

Black Cab

Powered two-wheeler

DLR

Other

Private bicycle

Car/van

Bus

Underground

Walking (5 mins +)

Train

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Why people use it – modal shift

Why change mode of transport to Barclays Cycle Hire bicycle

Base: 1,350 respondents

0% 10% 20% 30% 40% 50% 60% 70% 80%

Friend/relative recommendation

Person I was with wanted to use it

Saw it in media

To avoid traffic/congestion

Fun/enjoyable/pleasant

More predictable journey time

More reliable journey time

Better for the environment

Cost

Wanted to try out the new Scheme

To avoid crowded Public Transport

More convenient

Healthier option

Quicker

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The public reaction

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What the users say?

Research Conducted Prior to “Go-Live”

Stated likely usage of the scheme is encouraging: 15% are ‘very likely’ to use it

Very

unlikely

to use

24%

Quite

unlikely

to use

11%

Quite likely

to use

50%

Very likely

to use

15%

SQ5: Overall, how likely are you to ever use the scheme to hire a bike from any area in central London, for any type of journey?

Base: All respondents (n=1484)

Asked full questionnaire (n=968)Key information captured (n=506)

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What the users say?

Research Conducted 2 months after “Go-Live”

Despite the teething problems, 90% of members are happy with the current scheme.

1

2

2

9

2

10

18

56

48

63

60

34

49

25

23

Not applicable Very dissatisfied Quite dissatisfied Neither Quite satisfied Very satisfied

Annual

(n=63) 42%

Weekly

(n=48) 32%

Daily

(n=40) 22%

Total

Membership type Overall satisfaction

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Friday 30th July 2010 and beyond

2010 London Cycling Foundation

Award for contribution to cycling

2010 Mayor Of London‟s Responsible

Procurement Awards – Specially

Commended for employment

Oxford Dictionary‟s top Ten words of

the year – „Boris Bikes‟

Shortlisted for 2 categories in the

London Transport Awards 2010

Shortlisted for a Brit Insurance Design

Award 2010 (15th March announcement)

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The challenges faced - lessons learned

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It is not without its challenges

Commuter usage

Peak Usage – 14% of all hires in 08.00-09.00 period

Re-balancing and re-distribution – significant challenges in

keeping bikes in the right place

A very informed user base

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The real effect of a bike scheme

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Vision & Mission

Our Vision is

“To leave a lasting legacy to the people of

London by delivering a new,

environmentally friendly and sustainable

way of travelling in the Capital which will

enhance everyone’s experience of the city”

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What is a Cycle Hire Scheme?

It is FAR, FAR MORE than a mode of public transport

It is about:

A vital, energetic “community”

Urban re-engagement

A self-protecting, self-regulating organic part of the city‟s

infrastructure

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A new vision

The Cycle Hire Scheme has made a

fundamental difference to the way that out

users experience and enjoy London.

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Questions