Mobility as a societal service: data driven transportation planning towards improved social wellbeing

Liam Fassam, Pouria Liravi, Jacquie Bridgman

Research output: Contribution to ConferencePaper


Around (31%) of total 723,000 population of Northamptonshire live in significantly rural villages and market towns. With the ever-increasing pressure on local authorities to fund a subsidise local transportations, keeping bus routes open in rural areas where private operators find demand low and, therefore, commercially unattractive can lead to problems; such as isolating small towns and villages from their larger, more urban neighbours. In turn this develops an increasing trend of single occupancy vehicle usage (92%) amongst Northamptonshire, leading to increased traffic volumes and pollution of air with toxic gases emitted from cars engines. Department of Transport funded research under- taken by LIST at the University of Northampton underpinned the findings of a report to the Local Authority Cabinet (October 2014), identifying that provision of transportation across urban, peri-urban and rural conurbations as being fragmented and reinforced by silo forecasting practices, with many organisations procuring passenger transportation services in an uncoordinated manner. To visualise the current As Is situation of transport provision in the county rather than forecasting transportation provision based on rear mirror view, three Key performance indicators were selected; the Triple C. The process of Cost, Carbon & Customer delivers a lowest cost, best value strategy meeting the needs of a reduced carbon footprint, better health and wellbeing outcomes by taking a more consolidated approach to transportations provision. Therefore, Northamptonshire based partner organisations released data of their employees, patient or scholars that allowed origin and destination GIS mapping to be performed. By examining routes, passenger numbers and behaviours modes of transport in more detail, we created significant datasets of origin-destination covering 35% of the counties residents that the Societal collaborative transport platform can draw upon to not only develop transportation solutions that benefit the county, but also those who pass through it. The holistic and data driven approach towards provision of transportation amongst participant organisations has lead towards creation of a Social Enterprise that can fore- cast and coordinate provision of transportation services based on the actual demand re- quired by communities and individuals that are involved with the founding partners of social enterprise organisation. For example, currently 86,000 non-emergency health care movements are realised within the county. The NHS is estimated to spend around 3m on this activity, with much of the provision reliant on dedicated fleet vehicles. By using the societal Triple-C collaborative transport platform 42% of movements could be merged into single car occupancy commuter movements, fostering a new model of shared economy Mobility as a Societal Service. This Triple-C MaSS approach could save about 1 . 62 mil- lion reductions in cost to the NHS (COST), reduce 43.38t carbon emissions (CARBON) and reduce the effects of social isolation found for both elderly patient and single occupancy commuter, by developing stronger ties and building communities (CUSTOMER). As a social innovation enterprise that has developed a MaSS forecasting model, the community it serves would be put at the centre of delivery, offering more choice and travel options. Furthermore, greater efficiencies for a myriad of stakeholders will be achieved through streamlining of services and a rationalisation of resources, whilst enhancing customer service and delivery. Due to increase in the number of partners coming together, it would enhance buying power when negotiating contracts, therefore securing efficiencies and providing value for money, while at the same time creating new and innovative busi- ness models to come to the fore. Profits from the social innovation company would be reinvested into local communities under the approach of social objects, such as for exam- ple direct transport services or wider community projects. In summary, the SOCIETAL research has identified the Triple-C MaSS model as being effective in holistically manag- ing stakeholders data to forecast better social value for all stakeholders in the value chain whether procurer, operator or user of transport, while mitigating the three key areas of transport management against Cost, Carbon and Customer experience.
Original languageEnglish
Publication statusPublished - 12 Jul 2018
EventWorkshop on Forecasting for Social Good - Cardiff Business School, Cardiff, United Kingdom
Duration: 12 Jul 201813 Jul 2018


WorkshopWorkshop on Forecasting for Social Good
Country/TerritoryUnited Kingdom
Internet address


  • Forecasting
  • transportation
  • social benefit


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