Within the framework of the NEWBITS project, a benchmark analysis of ITS innovation diffusion (*) processes was performed to ground an evidence-based categorisation of success determinants and barriers affecting ITS deployment as well as to formulate key recommendations for successful technology transferability.
The analysis was informed by an extensive review of project-based case studies and local deployment initiatives undertaken across Europe and in the United States, specifically addressing the following innovation areas: 1) Sharing Mobility, 2) Mobility-as-a-Service, and 3) Connected and Autonomous Vehicles.
The emergence of attitudes towards sharing a product or consuming a service in replacement of ownership and purchases has both a social and economic dimension, since it provides users with increased convenience and improved access to certain products and services. Within the mobility sector, sharing forms of mobility have the direct beneficial effects of reducing car ownership and usage, therefore contributing to reduce traffic congestion within cities; the use of these types of mobility services are being pushed by the belief that cars are an underused and under-optimised asset, by the large city space required to accommodate parking demands and the low levels of vehicle occupancy realised during commuting trips.
Sharing mobility solutions that were assessed in the benchmark analysis are car-sharing, ride-sharing, ride-sourcing and bike-sharing; being the core outputs of such analysis, diagrams below illustrate the forces driving and restraining their successful deployment and transferability potential.
According to this benchmark analysis, the critical aspect to consider in both the EU and US to boost diffusion of sharing mobility innovation can be found in overcoming the critical mass barrier and this has been done in several cases by making massive use of tracking technologies and social networks. Additional success elements are increasing interoperability and allowing data sharing among platforms, incentivising multimodal transport integration, extending pre-tax benefits, establishing a community of trusted users and developing supporting policy measures.
Further information can be found here: http://newbits-project.eu/wp-content/uploads/2018/02/NEWBITS_D3.2_Benchmarking-ITS-in-EU-and-US_v1.0.pdf.
NEWBITS is currently gathering expert insights from research, public administration and ITS industry representatives to valide the findings of the benchmark analysis. The outcomes of such engagement activity will be the subject of the forthcoming NEWBITS Deliverable 7.4 External Liaison Plan, which will be submitted to the European Commission in March 2019. Please help us maximise the output of this exciting and collaborative piece of work!
(*) Innovation diffusion can be defined as: “the process by which an innovation is communicated through certain channels over time among the members of a social system. Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideas. […] Diffusion has a specialcharacter because of the newness of the idea in the message content” (Rogers E. M. (2003) Diffusion of Innovations. Fifth Edition).