Mobility in the digital age: challenges and perspectives: Keolis presents its digital mobility observatory in partnership with Netexplo.

1. Mobility in the
digital age:
challenges and
perspectives
KEOLIS
J-P. Farandou, E. Chareyron
NETEXPLO
T. Happe, B. Cathelat
12
January
2016

2. Mobility in the digital age: challenges and perspectives2
KEOSCOPIE: MOBILITY AND LIFESTYLE OBSERVATORY
An essential part of Keolis’ DNA is listening to and understanding
citizens’ transport needs across localities
Challenging
conventional thinking
and preconceived
ideas
Better understanding
mobility behaviours
and developments
today, and tomorrow
Observing the real
world to design
customised mobility
policies,
in tune with citizens’
expectations

3. Mobility in the digital age: challenges and perspectives3
THINK LIKE A DIGITAL PASSENGER
 Simplify citizens’ day-to-day mobility
Digital transforms
public transport into a
"user-centric"
profession
 Hyper-personalisation of mobility vs.
mass transit
 Decode new digital mobility uses
Our mission
 Help cities integrate digital in the development
of everyday mobility

4. Mobility in the digital age: challenges and perspectives4
THE KEOLIS–NETEXPLO PARTNERSHIP
The combination of 2 expertises supporting a unique long-term vision
Insight into future
cities and mobility
developments
Insight into future digital use
and its impact on society
Strengthening
Keolis’
Digital DNA
Meeting the
challenges of
Smart Cities
Fostering R&D
for passenger
benefit

5. Mobility in the digital age: challenges and perspectives5
3 ANSWERS TO TOMORROW’S DIGITAL MOBILITY
Individual mobility
vs.
mass transit
1
The quest for urban
well being in
Smart Cities
2
Incorporating diversity
and vulnerable
populations
3

6. Mobility in the digital age: challenges and perspectives6
WHY A KEOLIS & NETEXPLO PARTNERSHIP?

7. Mobility in the digital age: challenges and perspectives7
NETEXPLO ACADEMIC NETWORK MEMBERS
MASA
INAKAGE
BEN
LEONG
JULIEN
LEVY
RAJEEV
SREENIVASAN
ENRIQUE
DANS
IAN
MONROE
MONZEN
TZEN
STEVE
MOYLE
MAY
SENGENDO
YOUNGCHUL
SUNG
JULIA
PRIOR
PIERRE
BALLOFFET DAMIEN
VAN ACHTER
LEONARDO
BONANNI
MICHAL
EITAN
AMITA
SINGH
PEDRO
PINEDA
WALLACE
CHICONA
MARCELO
PIMENTA

8. Mobility in the digital age: challenges and perspectives8
EXAMPLES OF SELECTED INNOVATIONS
Since the creation of Netexplo in 2007
284 million
active users
monthly
100 million
active users
monthly
40 million
active users
monthly

9. Mobility in the digital age: challenges and perspectives9
EXAMPLES OF SELECTED INNOVATIONS
Since the creation of Netexplo in 2007
18 million
clients
30 billion Euros
Augmented
Reality
translation app

10. Drawing inspiration from Shazam
in the diagnosis of Parkinson's Disease
Mobility in the digital age: challenges and perspectives10
NEW USES
To meet new challenges

11. Drawing inspiration from Shazam
to diagnose car engine problems
Mobility in the digital age: challenges and perspectives11
NEW USES
To meet new challenges

12. Mobility in the digital age: challenges and perspectives12
MOBILITY: A DIGITAL INNOVATION ARENA
Transforming our daily lives
Be My Eyes: helping the blind by "lending" your
eyes to describe a situation

13. Mobility in the digital age: challenges and perspectives13
Understanding future needs and uses in order to prepare for tomorrow
THE DIGITAL MOBILITY OBSERVATORY
A shared conviction and commitment
Putting travellers at the heart of digital mobility
optimisation strategies
Vital for KEOLIS in a
changing
environment...
…to propose the
innovative and
useful services of
tomorrow

14. Mobility in the digital age: challenges and perspectives14
4 SEASONS OF KEOSCOPIE SINCE 2007
The key lessons to be learned (focused on french trends)
 Daily commute is no longer the major part of
public transportation journeys
 Increase of occasional customers & visitors
 Fragmentation of travellers + diversity of
passengers profiles
 A majority of hidden vulnerabilities : more than
two-thirds of travellers in a vulnerable situation
during their journeys

15. Mobility in the digital age: challenges and perspectives15
Revealed by Keoscopie studies
7 SOCIOLOGICAL TRENDS
The demand for
simplicity
The expectation
of transparent
and truthful
information
Always live:
speed and
instantaneity
The obligation of
results:
insistence on
"fruition"
The step-by-step
experience:
Keolis customer
coaching
At home
everywhere
The obsession
with
re-humanisation

16. Mobility in the digital age: challenges and perspectives16
12 MONTHS IN THE MAKING:
FROM RESEARCH, TO COLLABORATIVE DEVELOPMENT
An exemplary application of the Netexplo marketing innovation process
EXPLOLAB
A global observatory of digital technology innovations
…filtered by life
and activity
sector
…translated in
terms of use
…shortlisted
according to
socio-
professional
goals
…final selection
based on
benefits of
citizens’
acceptance
…for business
applications

17. Mobility in the digital age: challenges and perspectives17
EXPLOLAB
A selection of 167 innovations over two months
Veniam
City buses act as Wi-Fi
Hot Spots for the
benefit of passengers,
pedestrians and
motorists.
(Porto/Silicon Valley)
Connexxion
OV-chipkaart
Unique, multimodal,
national travel card
(Netherlands).
Payment "a posteriori"
based on distance
travelled.
CityZen
The city of Amsterdam
captures, processes
and makes data
available, allowing
citizens to contribute
to the development of
solutions for
tomorrow’s city.
KAPPO
Cyclists in Santiago,
Chile transmit their
bike mobility data,
helping make their city
a smart city.

18. Mobility in the digital age: challenges and perspectives18
EXPLOLAB
A selection of 167 innovations over two months
Map Kibera
Collaborative mapping
of a neighbourhood or
town, created and
updated by its
inhabitants.
Nectar&Pulse
Choose your
"soul mate" and
discover his or her city
guide and insider tips!
iButterfly
Reach your destination
in a fun way:
"Follow the digital
butterfly to arrive safe
and sound at your
destination".
MindMeld
According to your
geolocation, view
potentially interesting
information before you
even think of it...

19. Mobility in the digital age: challenges and perspectives19
EXPLOLAB
A shortlist of innovations in line with Keolis objectives
 Worked on by Keolis
subsidiary employees
 And a "Creative Camp"
 Sur 6 semaines
Incorporation of the 7 sociological
trends revealed by Keoscopie
studiesX The obligation
of results:
insistence on
"fruition"
Always live:
speed and
instantaneity
The obsession
with
re-
humanisation
The expectation
of transparent
and truthful
information
The demand for
simplicity
At home
everywhere
The step-by-step
experience:
Keolis customer
coaching

20. Mobility in the digital age: challenges and perspectives20
EXPLOLAB RESULTS
Examination of
technological
innovations
7 Keoscopie
sociological
trends
Keolis vision of 4 priority trends
to discover today
X

21. Mobility in the digital age: challenges and perspectives21
NEXT STEP: SOCIOLAB
PROTOTYPING
&KEOLISBETATESTING
22 digital
services
15 digital
developments
retained
4 priority
scenarios
scripted
An on-going study
3 000, one and a half hour interviews to test
these digital mobility services
and assess citizens' expectations and perceived benefits
RESULTS DUE SPRING 2016

22. Mobility in the digital age: challenges and perspectives22
Intuitive, user-friendly applications, accessible to all
KEOLIS SMART MOVES
PROFILED MOBILITY
Hyper-simplification of travel
Thierry
REAL TIME MOBILITY
Tailored to the individual
Léa
IMMERSIVE MOBILITY
At home everywhere
Kate
HUMANISED MOBILITY
Community collaboration & support
FrédéricTim Marion Patrick Clara

23.  An active and varied lifestyle
 Regular, scheduled travel habits
 Not high-tech savvy, needs simplification
 Open to sharing personal information and preferential habits
Mobility in the digital age: challenges and perspectives23
Hyper-simplification of travel
THIERRY: PROFILED MOBILITY
Traveller
profile
Social need
Keolis
philosophy
 Need for guidance for everyone, everywhere, all the time
 Psychological comfort: worry-free travel
 No digital divide: hyper-simplification of travel for all, not just GEEKs
 Presence of "low-tech" solutions
 User-friendly, intuitive applications, accessible to all

24. Mobility in the digital age: challenges and perspectives24
THIERRY: PROFILED MOBILITY
Inspirational use of technology
Authorise
detection for
better service
Authorise
identification
for better
service
PHYSICAL COOKIE (Finland)
A pocket mini-tag (cookie) lets a place recognise
me and provide me with information or offers
SHOPKICK
A public space greets me as I pass nearby and
provides me with information
UNIQUL (Finland)
Facial recognition of passers-by
> identification
> and personalised service according to profile
+ automatic payment

25. Mobility in the digital age: challenges and perspectives25
THIERRY: PROFILED MOBILITY
A combination of digital uses
Address Book
Shared
preferred places
Geolocation
Health tips
Coaching
Detailed
self-profiling
Augmented
Reality on
smartphone
Communicative
environment

26. Mobility in the digital age: challenges and perspectives26
Serene Mobility

27. "Guided from door to door, I travel worry-free
and always arrive, on time, at the right destination"
Mobility in the digital age: challenges and perspectives27

28. Mobility in the digital age: challenges and perspectives28
LEA: REAL TIME MOBILITY
Tailored personalisation
 "Free spirited" lifestyle: ultra-mobile, fast & impatient
 Multiple, irregular and improvised journeys
 Uses a variety of transport modes
 "Digital fan"
 Sensitive to personal data protection
Traveller
profile
Social need
Keolis
philosophy
 Need for personal flexibility: support for the most mobile citizens
 Expectation of tailored personalisation
 Continuous updates and real time adaptation
 Individualised mobility according to traveller’s needs and knowledge
 Profiled living environment, travel habits, priorities (speed, comfort, safety),
service preferences
 Ethic of consented, collaborative and selected profiling, in exchange for
the benefits of a personalised service

29. Mobility in the digital age: challenges and perspectives29
LEA: REAL TIME MOBILITY
A combination of digital uses
Digital diary
shared in real
time
Geolocation "Help" button
Occasional
self-profiling at
own initiative
Augmented
Reality on
smartphone
Video Calling
Assistance and
support

30. Mobility in the digital age: challenges and perspectives30
My City
Step By Step

31. "I can improvise my life minute by minute according to
my mood, my desires, my constraints, my trips are always
readjusted in real time"
Mobility in the digital age: challenges and perspectives31

32. Mobility in the digital age: challenges and perspectives32
KATE & TIM: IMMERSIVE MOBILITY
At home everywhere
 Occasional clients and discovery through mobility: foreign travellers
not familiar with the area, in this case a couple of tourists
 Open to multimodality according to their constraints
(weather, children, etc.)
 Curious about local life and discovering authentic experiences
Traveller
profile
Social need
Keolis
philosophy
 Need for personalised discovery
 Worry-free, time-optimised travel
 Guidance according to tastes and interests
 Experience the city like a local
 Propose a different experience to occasional customers:
"Move around the city like a local"
 Choice of mobility options, virtual guidance based on the habits of
locals with similar tastes

33. Mobility in the digital age: challenges and perspectives33
KATE & TIM: IMMERSIVE MOBILITY
Inspirational technology uses
At home
everywhere
and
independent
At home
everywhere
coached by a
local
LOCAL APP
My smartphone automatically downloads, in real
time, information and apps pertaining to a
neighbourhood or town I’m arriving in or passing
through
WORLD LENS
Use your smartphone camera to scan foreign
text and the app displays the image in YOUR
local language using Augmented Reality
"SCOUTED"
Discover a neighbourhood or town by
"following" one of its inhabitants... Krys or Tom
or Nathalie or Vincent or Karim
Understand
all languages

34. Mobility in the digital age: challenges and perspectives34
KATE & TIM: IMMERSIVE MOBILITY
A combination of digital uses
Translation in
Augmented
Reality
Geolocation
Visit as a
Peer to Peer
Follower
Virtual pre-visit
using
"Google Street"
+ 3D map
Augmented
Reality on
smartphone
Peer to Peer
activity tips by
neighbourhood

35. Mobility in the digital age: challenges and perspectives35

36. "We spent the weekend like native Bordelais, thanks to
tips from locals with similar tastes to us"
Mobility in the digital age: challenges and perspectives36

37. Mobility in the digital age: challenges and perspectives37
HUMANISED MOBILITY
From collaboration to mutual aid
 Travellers, in all their diversity
 Citizens in difficulty or with specific requirements
 Citizens sensitive to collaboration, ready to lend a hand
Traveller
profile
Social need
Keolis
philosophy
 Need for personalisation of information
 Need for humanisation of help and support
 Never feel lost, alone or uninformed
 Need for a continuous relational link in digital mobility to
provide reassurance
 No detachment, dehumanisation or digital divide
 Build a community of travellers and encourage collaboration and
mutual support
 Mobility social co-marketing

38. Mobility in the digital age: challenges and perspectives38
HUMANISED MOBILITY
Inspirational technology uses
Collaborative
community
for data
collection,
sharing and
benefits
AXS MAP
Disabled people or their friends map accessibility of urban sites
according to their own experience
Know where
to get help
SONAR ME (USA)
Geolocation for better service
+
Unlimited geo-tagging of contacts or customer service agents
Continental e.HORIZON (USA)
Vehicles (voluntary or public) collect data (traffic, roadwork, accidents,
weather...), updating a real-time shared database for on-board
navigation systems and smartphones
GIFF GAFF
A community of volunteers act as "ambassadors", providing information
and advice

39. Mobility in the digital age: challenges and perspectives39
HUMANISED MOBILITY
A combination of digital uses
Social network
Facebook
Twitter
Geolocation Passenger
Ambassadors
"Pilot"
passengers,
Peer to peer
alerts
Augmented
Reality on
smartphone
Help service
Peer to Peer
online advice

40. Mobility in the digital age: challenges and perspectives40
You Can Count On Them

41. "Never lost, never alone, we can always count on the
Keolis community"
Mobility in the digital age: challenges and perspectives41

42. Mobility in the digital age: challenges and perspectives42
NEXT STEPS FOR THE KEOLIS-NETEXPLO OBSERVATORY
Presentation of results in Spring 2016
National and Regional trends
SOCIOLAB

43. Mobility in the digital age: challenges and perspectives43
Smart City for Smart People
Keolis’ vision of the digital city
Placing people at the centre of everything
For all profiles and localities
Intelligent mobility created FOR and WITH citizens
Smart Moves

44. #keolisdigital
Mobility in the digital age: challenges and perspectives44