Mobility Intelligence optimizes the micromobility journey

Enabling a leading mobility company to provide tremendous added value with the adoption of micromobility services.

Background

Neura is working with a leading micromobility company on two key initiatives: Increasing bike usage and maximizing bike station ROI. 

 

The bike-sharing company aims to inspire a global mobility revolution, with easy bike discovery making the urban space more accessible for everyone. Their high level goal is to use Neura’s Mobility Intelligence insights to increase ridership revenue, and optimize ROI on new city expansion, done through station placement and pinpointing demand. 

 

Before beginning our work together, two key areas were important to address, for providing the optimal value to their customers while in parallel increasing revenue. Firstly they sought to get a better understanding of their existing docking stations, by understanding the surrounding area ridership demands in order to prioritize placement. And, secondly, where would optimum placement be for stations in new cities they wanted to expand to. 

 

Understanding micromobility patterns looking both at micro and macro movement cannot be achieved by just looking through one lens – e.g. data from any single public transportation company, ride sharing, scooter, or ebook solution can provide on its own. By fusing behavioral intelligence and mobility data Neura helped identify hundreds of points where station reallocation would result in an improved ROI and increased ridership. 

 

Neura’s Mobility Intelligence Platform consists of location intelligence, trip duration, trip distance, visit purpose, frequency of visits, length of stay, and brand preferences, offering insights crucial for optimal service deployment. 

Challenge

The overwhelming challenge faced was the lack of visibility into mobility patterns for data-driven decision making. Primarily not only visibility into their existing riders, but also into potential riders and other mobility modes being used. Seeing a full picture of the entire journey –  both origin and destination as well as modes used (including multi-modal) –  would provide a better understanding of their customers needs and preferences in order to identify and anticipate potential future solutions. 

 

Prior to working with Neura, as with most mobility service providers, they were dependent on their own data and insights when making decisions and entering into new markets or regions. Census data or urban movement data is available, however being outdated and typically from surveys, it leaves a great deal of room for misinformation and lack of an accurate and complete mobility picture.

 

Relying solely on first party data or somewhat outdated survey data isn’t enough for forward thinking technology companies, to make informed, strategic, and data driven decisions in order to better service their customers, increase current ridership and optimize future expansion. 

 

The challenge remains when using data that is limited and lacks the appropriate translations and depth for real-time market visibility, as opposed to actionable mobility insights based on real-life human behavior.

Taking Action

In order to provide this micromobility company with more insights and visibility into their riders behavior, which is the only way we could help them to create services and come up with solutions to inspire a coexistence of people and mobility in urban spaces, Neura utilized a number of sources in its priority data network, fusing multiple data types.

 

Neura looked at:

  • Multi-modal patterns
  • Foot and car traffic
  • Door to door transit routes
  • Proximity to POIs 
  • Logistics insights, and 
  • Demand ranking.

 

We analysed businesses in areas that had a great deal of foot traffic due to attractions like stores and restaurants, and allocated intent plus ridership share. The main focus was on how many trips were done by bicycle, specifically trips that were ranging from 1km to 8km. This type of information including where people are riding to and where they came from is highly important for linkage. Linking the first and last contact point of the journey is essential for providing a complete solution where the commuter has a station to start and end their journey.

 

Without origin and destination there is no continuity on where to place the next bike station. By mapping these crucial insights, a rider centric, holistic experience can be provided. 

 

Through the collection and merging of qualitative and quantitative data, Neura provided visibility into the complete rider journey focusing on, first and last mile. Specifically to bike sharing, Neura extracted key data points on origin and destination demand, for optimum deployment of new stations in new cities, and relocated existing stations to provide maximum value and the best experience for their riders.

Results

450%

Potential ridership increase of top 5 station relocation recommendations


1618

Site locations identified for relocation to increase revenue


400

Additional site locations identified for expansion 


 

Neura merges with Otonomo bringing mobility intelligence to the mobility, transportation and automotive industries. Read More

×