1. 7 Nation Army
Thursday, 25 July, 13

2. Transport 2033
The 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.
Thursday, 25 July, 13

3. 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?
Thursday, 25 July, 13

4. Research & Data
infotrafford.org.uk
Thursday, 25 July, 13

5. Research & Data
guardian.co.uk
Thursday, 25 July, 13

6. 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.”
Thursday, 25 July, 13

7. 1 2 3
Insights
People’s time is
highly valuable
They want
efficient travel
Accurate information
is a priority
A B C
Thursday, 25 July, 13

8. 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?
Thursday, 25 July, 13

9. 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.
Thursday, 25 July, 13

10. BRENDA
She 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
Local
Businesses
Drivers
(Public and
Private)
Thursday, 25 July, 13

11. BRENDA
She will collect and transmit up-to-date data and
promote an enhanced lifestyle during the journey.
Commuter TfGMBRENDA
City
Local
Businesses
Drivers
(Public and
Private)
Thursday, 25 July, 13

12. Ecosystem
The 3 Pillars of communication and relationship building
Information Content
Transparent
and flexible
transport system
Constant
improvement
through
customer data
More productive
and enjoyable
customer journey
Data
User
TfGM
Thursday, 25 July, 13

13. Time Frame
202520182013 2033
Short-Term Mid-Term Long-Term
Thursday, 25 July, 13

14. 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.
Thursday, 25 July, 13

15. 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
Thursday, 25 July, 13

16. 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
Thursday, 25 July, 13

17. Implementation
• “Car Free Day”
• Trial runs
• The most popular routes
free of charge
• Once a month
Thursday, 25 July, 13

18. 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.
Thursday, 25 July, 13

19. 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.
Thursday, 25 July, 13

20. 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
Thursday, 25 July, 13

21. Long-term Goal
2025 2033
Our Long term idea is about personalization of the process
and making it more intuitive.
Thursday, 25 July, 13

22. 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
Thursday, 25 July, 13

23. 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
Thursday, 25 July, 13

24. ?
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
Thursday, 25 July, 13

25. Questions?
Thursday, 25 July, 13