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Mobility as a Service
John Bickerton, Chief Engineer
Reading Buses: service quality• Clean, tidy vehicles
• Colour coded routes
• Good ambience
• Buggy space
• Youth pricing offer
• Passenger audio &
visual information
• Wifi, CCTV
• Innovative
• Contributes to
good air quality
• Beating
congestion
• 550 staff
• 192 buses
• £33m turnover
• Council owned
• Social dividend +
2% - 4% margin
Leading innovation“The Reading Buses super-green
fleet sets the agenda for all bus
companies across the UK”
Baroness Kramer, at the launch of Reading’s
gas compression station, 8th September 2014
Traditional bus operating model
Revenue
Revenue
Info
Modern bus operating model
Info
Revenue
Revenue
Revenue
Info
Data
Connected operating model
Info
Revenue
Revenue
Revenue
Info
Data
DataData
It’s working…• 8% growth year on year, on most
corridors in Reading
• 93% customer satisfaction
• Bus is the favoured mode of
travel across Reading ring road
• Car ownership declining among
young drivers – in 1995 43% of
17-20yos had a full licence. In
2014, that’s 31%.
• Hire-purchase models growing,
similar to smartphone
ownership.
• Car sharing growing, especially
for younger drivers with a daily
alternative.
Utopia – fast
movement to any
destination with
productive time en
route, available
24/7 and free at
point of use.
Dark skies –
queues of
autonomous cars
offering point-to-
point travel at low
cost, as an
inefficient,
congested mass
transit system.
The future for “bus” travel
Personalised customer
experience
Onboardambience
Guided driving
Connected networks
Digitised maintenance and support
People and partnerships
Personalised customer experience
• Personalised experience
• Information to guide
journeys – and flex services
where appropriate
• Moving from one-way
transactions to two-way
interactions
• Interaction by mailing list,
smart card, mobile app and
social media
• Data allows analysis, service
planning, contextual
vouchers, targeted
advertising
Onboard ambience
• Discrete features
for customer
convenience
• Adding ‘surprise
and delight’ to the
experience.
• Connectivity gives
entertainment to
customers, and
info back to
operator
• Internet of Things
extends to vehicle
systems too.
Guided driving• Autonomous
emergency braking
and active collision
avoidance
• Smooth stop and
controlled
acceleration
• Guided bus stop
manoeuvre
• Automatic parking
and depot site
movements
• External control for
reversing manoeuvres
Connected networks
Buses connected to:
• Bus stops
• Other buses
• Traffic lights
• Other vehicles
• Our own systems
Digitised maintenance and support• Remote access to
diagnose faults
• Predict failures based
on trends and
knowledge of sister
vehicles on similar
duty cycles (big data?)
• Greater redundancy
in drivetrain and on-
bus systems for better
fault tolerance
• Roadside deliveries of
urgent parts to effect
repairs for non-stock
items
People and partnerships• Regardless of
technology, service
providers and white-
label product delivery,
our focus will always
be on our customer
through our people,
partnering and
innovation.
Tech examplePersonalised customer
experience
Onboardambience
Guided driving
Connected networks
Digitised maintenance and support
People and partnerships
Tech examplePersonalised customer
experience
Onboardambience
Guided driving
Connected networks
Digitised maintenance and support
People and partnerships
Tech examplePersonalised customer
experience
Onboardambience
Guided driving
Connected networks
Digitised maintenance and support
People and partnerships
Tech examplePersonalised customer
experience
Onboardambience
Guided driving
Connected networks
Digitised maintenance and support
People and partnerships
The future• MaaS already exists, but it’s
disjointed.
• We need a single recognised
portal for journey planning – an
intermodal “National Rail
Enquiries”.
• This will mean interoperable
fares for through-payment too.
• 2016 “Buses Bill” will force open
data from operators – but
interconnectivity will come
afterwards
• Transport will change – within our
lifetimes, and probably within
the lifetimes of our current
vehicles!
• Partnerships will deliver change
Contact us!• Dr Ed Hammond
01275 472 380
Lizzie Garside
John Bickerton
0118 902 7603
Will Selley
