Human Mobility

The new concepts of Integrated Mobility and Mobility as a Service, which put people at the center of transport services.


Human Mobility is more than Urban Mobility.

Urban mobility is good management of the operation, lines, schedules, fleet, electronic ticketing etc ...
Human mobility, is walking the second mile, and placing customers and users at the center of transport services.
Market speaking customers are those who use and pay, and users are those who use and do not pay. We are users of Google, WhatsApp, Waze, but customers of TIM, VIVO, Claro etc ...
In public transport we have both customers and users, those who use and pay and those who use and do not pay.
It is important to take this into account as they are all human beings, and as such have different dreams and yearnings. The customer wants modernity, speed, technology, etc. while the user wants citizenship, respect, accessibility, etc.
Human Mobility is putting customers and users at the center of transport services.
# connected consumers
Philip Kotler in the book Marketing 4.0 - Switching from Traditional to Digital, says digital transformation has transferred power to connected consumers.
I remember the time when to watch a movie we had to go to the video store, rent the movie, go back to watch it, and then rush to return the DVD to pay no more than a nightly rate.
With digital transformation, the proliferation of personal computers, and disruptive technologies, Netflix, for example, has left traditional video rental stores virtually in the past.
Some think this could also happen with Public Transport, with the emergence of so-called “applications” such as UBER, 99, Cabify etc ...
Let's benchmark some “structuring” sectors, such as public transport, to see if we can learn some lessons and apply them to urban mobility.
Graphic Sector:
In 1439 the German Johannes Gutenberg (c. 1398-1468) first used a movable type press in Europe. The Bible was not the first work it published, but unquestionably the most important.
Gutemberg began the Press Revolution and his work is considered by many to be the most significant invention of the second millennium.
Marshall McLuhan says, Gutemberg turned everyone into readers. Xerox has turned everyone into publishers. Personal computers have made them all authors, and the internet has made them all publishers and critics.
With the advent of personal computers and the Internet, many said that soon there would be no more graphics and no publishers.
But the Publishers and the printers continue!
It may be that many stopped reading on “paper” and read in “digital form”, but the fact is that with innovations and new technologies, reading became much more accessible to everyone.
Payment Sector:
February 8, 1949 Frank McNamara had a business dinner at the Major's Cabin Grill New York restaurant. When the bill arrived, he realized that he had forgotten his wallet.
So he decided that an alternative to cash should be created. With his lawyer Ralph Schneider and friend Alfred Bloomingdale, MacNamara later developed the Diners Club Card.
Dinners was the first large-scale credit card used. By the year 2000 there were 1.43 billion credit cards in the US alone, and many said that soon there would be no more cash in circulation.
But the money goes on!
It may be that many stopped using "cash" and switched to "card", but the fact is that with innovations and new technologies, it was much easier to "pay" as "receive".
New Technologies and Urban Mobility
Innovation and new technologies must inevitably reach transport and urban mobility, as it has for other sectors.
The first passenger bus appeared in France. It was in the city of Nantes in 1826. It was kind of a big wagon with wooden benches and rear entrance.
It was called Omnibus, which in Latin means "for everyone."
In 1830 the British Sir Goldworthy Gurney developed a long steam powered carriage.
In 1895 Karl Benz created the first bus powered by a blast engine, probably the first motorized bus.
But just as print publications continue to be very important for the publishing industry, as well as money and currency for the banking industry, bus and rail mobility will remain the structuring modes of city transport.
The big change that is taking place in urban mobility is that now the center of transport services is in the people.
Today, mass transit not only connects places, but connects directly with their customers via mobile devices and in real time.
Historically we have always said to our customers and users:
Want to move around the city by public transport?
  • That's the point ...
  •  There is the station ...
  •  It will pass this time ...
  •  Buy it at that box office ...
  •  Pay with this card ...
In an increasingly digital world that empowers connected consumers, determining where, when and how people should act is something that needs to be rethought.
The solution that some cities * found was to build integrated mobility platforms based on the concept of Mobility as a Service - MaaS
* Helsinki
Thinking of Mobility as a Service (MaaS) is at its core the concept of “city mobility platform”, where the passenger finds the most appropriate mobility option, with an integrated multimodal travel planner that provides real-time information. booking, payment, ticketing and personalized services, thus giving the passenger the ability to compare multi-modal options and choose the most appropriate.
Travel or Journey?
If Amazon, which is a company that sells and delivers things, is obsessed with the customer journey, why do we take care of people's mobility: so that the mother can take her child to the doctor; that a worker may go out daily to bring food to his house; so that the student can go to study to become someone in life; Shouldn't we be?
Thinking about the “journey” means thinking about people well before they start the “journey,” when they are still at home or at work, before they even open the app or mobility platform.
Travel is for urban mobility just as Journey is for human mobility.
Only in this way, by placing people at the center of transport services, will urban mobility become increasingly humane.
Roberto Sganzerla
Transport Marketing and Urban Mobility Specialist
Master in Leadership from Andrews University - Berrien Springs, MI - USA
MBA in Business Management and Leadership
Post Graduation in Marketing