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Rewarding	and	planning	sustainable	mobility	
by		TRACE’ing	users
João	Bernardino
TIS
Results	from	road	transport	research	in	H2020	projects			|			Brussels,	30th	November	2017
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Smatphones	
can	track	&	
trace
2
2
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Opportunity	1
Detect	
behaviour
•
Link	behaviour	
to	incentives
3
3
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects 4
4
Opportunity	2
Collect	data
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
in	one	figure
5
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
The	project 6
(lead)
12	partners,	8	pilots	countries	
2,8m	€	(100%	H2020	funding)
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
TRACE	aims 7
• assess	the	potential	and	conditions	for	the	use	of	cycling	
and	walking	tracking	data
• tackling	the	related	ICT	challenges	and		
• developing tools	to	support	that	use	for	different	purposes.	
• These	tools	and	methods	will	be	tested	through	pilots and		
• evaluated in	order	to	validate	and	get	practical	insights	on	
their	feasibility	and	effectiveness;	
• the	added	knowledge	will	be	translated	into	a	toolkit	of	
guidance to	stakeholders,	while	
• the	products	developed	will	be	exploited beyond	the	
project	lifetime.	
5-Dec-17 ENCONTRO	l	SOLUÇÕES	PARA	MOBILIDADE	CICLÁVEL
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
TRACE	quantified	targets 8
5-Dec-17
• That	each	of	the	four	TRACE's	products	continue	to	be	used	as	
economically	sustainable	products after	the	end	of	the	TRACE	
pilots
• To	have	at	least	20	effective	users	of	the	TRACE	products	
(followers)	with	a	good	spread	over	the	EU	
• That	at	least	4	other	products/applications	are	developed using	the	
knowledge	and	open	access	tools	developed
• That	the	project	and	its	pilots	become	known	to	at	least	100 other	
European	cities
• Effects of	traditional	behaviour	change	measures	duplicated	by	use	
of	tracking	based	approaches
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Behaviour change	
initiatives
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Stakeholders	that	are	willing	to	incentivize	
cycling	&	walking
10
(in	their	own	interest)
cities	/	gov employers shops
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Three	aplications to	develop	and	pilot 11
ShoppingCommuting School
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Tracking	data	
for	planning
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Where	does	(tracking)	data	potentially	influence	
the	planning	and	policy	process?
13
5-Dec-
17
SUMP	approach
(Tracking)	data	
relevant	an	all	
stages	of	the	
planning	&	policy	
process:
• Diagnose	
problems
• Set	priorities
• Test	solutions
• Monitor
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Survey:	uses	of	data	 14
Do	you	believe	tracking-based	information	could	be	useful	for
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Not	only	more	data	for	analyses 15
Bologna	ECC	2013	cycling	heatmap
Tracking	data…
…	makes	pedestrians	and	cyclists	visible
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
New	policy	&	planning	approaches 16
Decision	
makers
Planners	
(walk/cycling)
Public	
opinion
Planners	
(other)
Vision	&	goals Operational	
activities
communication
pressure
influence
communication
analysis			&	priorities
Roles	of	tracking	data	in	planning	&	policy	process	
(in	red)
monitoring
5-Dec-17 ENCONTRO	l	SOLUÇÕES	PARA	MOBILIDADE	CICLÁVEL
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
17
tracking	data
map
TOOL
visualizations
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects| TAToo|1-Feb-17 Mid-term	Review
Volume	in	the	Cloche	
d’Or	zone,	Luxembourg
[links]
data	trials 18
| TAToo|27-Nov-17 TRACE	meeting
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects| TAToo|1-Feb-17 Mid-term	Review
Average	speed	in	
Bologna,	Italy
[links]
data	trials 19
| TAToo|27-Nov-17 TRACE	meeting
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects| TAToo|1-Feb-17 Mid-term	Review
Waiting	times	in	
Bologna,	Italy
[nodes	and	links]
data	trials 20
| TAToo|27-Nov-17 TRACE	meeting
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects| TAToo|1-Feb-17 Mid-term	Review
Congestion	in	
Bologna,	Italy
[links]
data	trials 21
| TAToo|27-Nov-17 TRACE	meeting
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects| TAToo|1-Feb-17 Mid-term	Review
Trips	starting	in	the	
Cloche	d’Or	zone,	
Luxembourg
[OD	pairs]
data	trials 22
| TAToo|27-Nov-17 TRACE	meeting
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Results
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
results 24
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
results 25
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Results	-
Future	
exploitation	
example
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
27
The product
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
28
No app interaction prior to trip needed
No compulsory route tracking
No internet connection
Simplicity
Designed for
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
29
Pilots
Bologna. IT
Luxembourg. LU
Plovdiv. BG
Breda. NL
Southend on Sea. UK
TRACE EU project pilots
Lisbon
Braga
Torres Vedras
Follower (Portugal)
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Western countries + China (2.5 billion)
Living in medium to large cities (50%)
Share of people commuting by bike (10%)
125M potencial users
Market
30
Vision
Global application to promote cycling through benefits
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Revenue scenario
10€M / year
4€M 5€M1€M
City campaigns
200 cities
20€k
Employers
1000 companies
5€k
Data
200 cities
5€k
TBD
Sales to shops &
services
TBD
Stage 1 Stage 2 Stage 3
+ Shops &
Services
31
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Work on
- improvement of bike detection and other issues with current version
- product-market fit – microinteractions, added features
- improve scaling approaches
- better campaign metrics for cities
Looking for: seed investment
- 30 cities, 500€k
- 100k users
After 18M
- Stage 2 + geographic expansion
Sell bike-to-spot campaigns to cities focusing in Europe and Brazil
Growth strategy 18 month
32
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
Long-term	effects	&	exploitation 33
• Spreading	knowledge	on	the	potential	of	tracking
• Exploitation of	three	tools	for	incentivizing	
sustainable	mobility
• Exploitation of	one	tool	for	analysing	tracking	
data
• More cycling	and	walking,	less congestion,	
cleaner environment,	better economy
| |30-Nov-17 Results	from	road	transport	research	in	H2020	projects
YOU!
For	further	information	contact	the	project coordinator	at	INESC	ID:
Paulo	Ferreira, Phone:	+351	21	3100230, Email:	paulo.ferreira@inesc-id.pt
joao.bernardino@tis.pt
TRACE	Coord:	paulo.ferreira@inesc-id.pt

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