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MODUM TRIAL IMPLEMENTATIONS

MODUM TRIAL IMPLEMENTATIONS 

After several months of trialling, we finished our behavioural experiments in both Nottingham and Sofia. During these trials, the focus lay more on the side of policy makers in Nottingham, whereas we put more focus on the typical commuters in Sofia. In both cases, we deployed a fully-functioning MODUM system, composed of dedicated hardware servers that ran inside the cities’ traffic control centres. They were accessed via a website and the mobile phone Android app, which were available in both the English and Bulgarian languages. The server infrastructure was calibrated to both cities, serving the commuters with real-time and up-to-date travel information on both road traffic as well as public transport schedules.

In order to attract as many users as possible, we performed various activities. Examples of these were the creation of dedicated flyers that we distributed on parking lots and public transport within the trial areas. Personal contacts within the city councils and traffic centres also gave local stakeholders the chance to participate. Additionally, we teamed up with Bulgaria’s largest telecommunications operator, Vivacom, which also distributed the MODUM app through its own app store, and which launched several SMS campaigns to over 10 000 of its subscribers.

During these last months, we closely monitored the individual users of our system. From week to week, we saw how new people registered into the system, given that they commuted sufficiently enough within the trial areas. After registration, the trial users were asked to complete a number of commuting trips between their home and work locations, in order for us to measure their baseline behaviour (the app just recorded the journeys, not providing advice). They could continuously consult their current status via a personal page on the website. The mobile app also showed them their current state and progress. Once users completed their first phase, they moved on to the second phase of the trial, in which the MODUM app was fully activated and users received the latest routing advice. We kept them incentivised by allowing them to participate in a lottery, once they’d completed enough trips in the second phase. The prizes were brand new Motorola smart phones, as well as free bus passes.

As the trials continued, we saw the users’ progress on a weekly basis. It allowed us to quickly respond to any questions users may had, or identify when and why certain users chose to drop out. Because of the strong qualitative component in this research, we also completed various interviews with end users afterwards, to gain more insight into their behavioural choices and experiences. From the preliminary data we gathered we saw that some 200 users started registrations, of which 10% were retained. In total, around 2000 trips were made, with some 150 000 individual trip traces from following users’ mobile phones. The results from our quantitative and qualitative data analysis will be made available on MODUM’s website shortly. In a nutshell the conclusions from the analysis give indication that (1) users have become aware of their CO2 emissions, (2) they do change their behaviour when being better informed, and (3) the system is able to scale up on a city level.

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CONTACT 

Dr. Sven Maerivoet
Central Contact for MODUM
Tel. +32 16 31.77.33
sven.maerivoet@tmleuven.be
Griet De Ceuster
Coordinator of MODUM
Tel. +32 16 31.77.30
griet.deceuster@tmleuven.be
The newsletter is published by the MODUM consortium in English and informs about the achievements of the project.
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For additional information about MODUM, please visit: http://modum-project.eu/
 
The sole responsibility for the content of this newsletter lies with the authors. It does not necessarily reflect the opinion of the European Commission. The European Commission is not responsible for any use that may be made of the information contained therein.