CHALLENGES IN INTEGRATING USER, COMMERCIAL, AND SOCIETAL PERSPECTIVES IN AN INNOVATIVE MOBILITY SERVICE
Paper in proceedings, 2015

This paper presents insights from a six-month field operational test (FOT) in Gothenburg, Sweden, during which 195 participants tested the UbiGo transport broker service for everyday travel. The service integrates both public and private solutions into a new type of “collective transport”, thereby contributing to Swedish societal goals of a reduction of private car use and ownership. A triangulation approach to data sources and collection methods has been adopted in order to identify matches and mismatches between the expectations and experiences of three stakeholder groups: users (FOT participants/customers), commercial actors (the transport broker and service providers), and society. Identified matches include the “transportation smorgasbord” concept, reducing private car ownership, and increased pre-trip planning. Identified mismatches relate to the greater than expected reduction in car use; the respective business models of the transport broker and service providers; back office administration; and the smartphone platform. Gaps include the infeasibility of some trips and the need for more carsharing sites. All in all, the FOT was successful with 93% of participants satisfied with their travel and 97% wanting to continue using UbiGo. However, the mismatches and gaps need to be resolved or at least deliberated upon in order to create a commercially viable transport broker service. Based on the experience gained, the authors conclude that truly “collective transport” must involve close cooperation between public and private actors, and the consideration of at least these three, sometimes conflicting, stakeholders’ perspectives, in order to create integrated solutions. Furthermore, new business models are needed to address the challenges associated with future, integrated, urban mobility solutions.

travel service

private car ownership

travel broker

field operational test

multimodality

stakeholder

service provider

seamless travel

society

user

Author

Jana Sochor

Chalmers, Product and Production Development, Design and Human Factors

Helena Strömberg

Chalmers, Product and Production Development, Design and Human Factors

MariAnne Karlsson

Chalmers, Product and Production Development, Design and Human Factors

Proceedings of the 94th Annual Meeting of the Transportation Research Board, Washington, D.C. January 11-15, 2015

Areas of Advance

Transport

Subject Categories

Transport Systems and Logistics

Other Social Sciences not elsewhere specified

More information

Created

10/7/2017