TRAFFIC EFFICIENCY & MOBILITY
Madrid
IS MY BUS VERY BUSY?
Madrilenians can now know in advance the occupancy level of their public buses thanks to Madrid Mobility 360, the innovative Mobility as a Service app launched by EMT in December 2020, says Juan Corro Beseler
EMT Madrid in Alcalá Street, August 2020 , © Autobusesbcn
EMT Madrid has deployed occupancy sensors in its entire fleet and has built a seven-day forecasting model to allow multimodal routes with occupancy awareness and suggesting alternative low occupancy routes or later departures.
The digitization of mobility, its multimodal integration and the availability of data and transport tickets are an imminent reality necessary for the achievement of the objectives set by the European Commission’s Sustainable and Smart Mobility Strategy published in December 2020 – and by national, regional, and local entities, too.
EMT Madrid, the Municipal Transport Company of Madrid, has already been working in this sense for quite some time – it has indeed resorted to technology as a tool to improve the user experience and to contribute to the efficiency of its services and the transport system as a whole. It has done so by promoting Mobility as a Service, as well as Open Data and technologies for the analysis and optimization of mobility.
Digitalise for a new urban mobility model
EMT Madrid is really concerned with improving the service given to passengers and investments in this sense only mean a better service for the population: the company has been very active in the use of Intelligent Transport Systems and Customer Information Systems, since it adopted its cutting-edge open data policy back in 2006, including the development of a MaaS App. Under this approach, EMT Madrid has recently launched “Madrid Mobility 360”, a MaaS app evolving from previous attempts and now including a fully functional solution with booking and payments, as well as innovative functionalities to improve customers’ experience and safety.
Madrid Mobility 360 , © UITP
The initiative is part of the new Sustainability Strategy of the City of Madrid – the so-called “Madrid360”, provides value to the citizens, the city and the different mobility operators involved, and offers development options and opportunities for public-private collaboration that will shape a new model of urban mobility in the city of Madrid.
Madrid Mobility 360 – how does it work?
“Madrid Mobility 360” serves as a multimodal route planner – indeed, it allows users to get an almost instant “best possible” (but also “faster” or “cheapest”) transport combination for anyone who is in Madrid. All the mobility modes that exist in the city are taken into consideration, including free floating shared mobility services. The app is the first to providing multimodal routes with occupancy awareness and suggest alternative low-occupancy routes or later departures.
Madrid Mobility 360: mobility services available in a certain area, © EMT Madrid
The route planner is also adapted to COVID-19 travel decisions, as it offers information on bus occupancy, which, as far as EMT Madrid is aware, is unique worldwide. By means of a predictive model of occupancy that uses the validation data of the passenger's entrance and a descent count sensor, it is possible to determine an estimate of the number of users of a vehicle at a given moment
This functionality, hitherto unprecedented in this type of application, is especially relevant to help in making mobility decisions in a more conscious and free way for the users, and positions Madrid at the forefront of digital mobility. In addition, this functionality is aligned with the objective of flattening the rush hour of public transport, resulting in a better user experience and a better public transport system within the frame of COVID-19 and post-COVID-19 mobility.
So… Is my bus very busy?
The information on occupancy level is provided, both when planning a bus route and when asking for bus info at the bus stop. Through the use of an intuitive colour code (green, yellow, orange and red) and a message on the estimated level of attendance, the user obtains information on the occupancy of the bus in the section of the calculated route. The occupancy level, in sections of 25%, already contemplates the capacity reductions currently established as a preventive measure against COVID-19.
Out of all mobility planning instruments, on-demand transport fits Catalonia’s urban-rural connection work like a glove
EMT Madrid in Alcalá Street, August 2020 , © Autobusesbcn
This information is not merely descriptive: if the planned route includes a high occupancy section, the tool offers the user two alternative options: a second route with lower occupancy at the same time, or the same route with lower occupancy at a later time.
Madrid Mobility 360: QR ticketing for bus and bike-sharing, © EMT Madrid
Madrid Mobility 360 also offers this information when the user selects a bus stop. For both the next bus and the one after, the application displays this information through an intuitive four-level occupancy icon. This way, the user can decide whether to take the next bus or, alternatively, wait for the next one.
Payment by QR code of the BiciMAD and bus service
The app also allows payments to purchase a single bus ticket, as well as BiciMAD and BiciMAD GO bike-sharing services. Once users select a certain bus stop within the app, they get all the information on the available bus lines stopping by and the QR Reader button activates (this, however, does require each user to be registered in the EMT Madrid digital identity and payments system called MPass).
Furthermore, it is also possible to access the services of BiciMAD Classic (station-based) and BiciMAD GO (free-floating) without leaving the app – in other words, through the same QR payment system based on the MPass account (with the QR code, the bike is unlocked).
Madrid Mobility 360: bus occupancy level when planning a journey and by bus stop, © EMT Madrid
Upcoming features
In April 2021, an update of “Madrid Mobility 360” has added the possibility of accessing EMT parking facilities by using the QR code available in the app or a system of vehicle’s plate recognition (including registration and payment via the MPass system). This function will allow for the improvement of business rules to promote Park and Ride facilities. What lies ahead for the app remains to be seen, but this latest step sets already the tone for great improvements that will lead to a better-digitalised transport system in one of the most vibrant and active cities of Europe.
Juan Corro Beseler is Technology and Innovation Chief Officer at the EMT Madrid. Contact him: juan.corro@emtmadrid.es
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