transit

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Startup ads are taking over the subway

If you’re a New Yorker, one of the easiest ways to keep up-to-date on the latest consumer products — furniture, beauty products, mobile apps, you name it — is to hop on the subway.

Even before you board, you may find yourself walking through a station filled with colorful startup ads. And once you’re actually on the train, you may find yourself surrounded by even more of those of ads.

It felt very different when I first moved to New York in 2013, back when the only companies that seemed to buy subway ads were local colleges, law firms and sketchy-sounding surgeons. Over the next few years, I noticed that the companies I wrote about in TechCrunch were starting to show up on the subway walls.

These ads are managed by Outfront Media, which has an exclusive contract with the MTA and says it’s worked with more than 150 startups and direct-to-consumer brands since 2018.

“Startups and DTC brands, now more than ever before, are looking for ways to raise awareness and gain market share among a heavy competitor set,” said Outfront’s chief product experience officer Jason Kuperman via email. “For these brands, it is all about testing and learning, and leveraging out-of-home (OOH) [advertising] and advertising on the subway allows them to do just that.”

Kuperman added that when they launch their subway campaigns, many of these startups are unknown, so they “find value in a permanent place to advertise that people pass through every day.”

From out-of-home to in transit

John Laramie, CEO of out-of-home advertising agency Project X, agreed that there’s been a big shift over the past few years.

He and I first spoke in 2011 about startups buying billboard ads alongside Silicon Valley’s main highway, Route 101. More recently, he told me, “Fast forward to the last four years, and who cares about the 101? It’s all about the New York City subway.”

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How issues of microtransit, congestion and parking are closing in on cities

Earlier this week in a new experimental newsletter I’ve been helping Danny Crichton on, we briefly discussed transit pundit Jarrett Walker’s article in The Atlantic arguing against the view that ridesharing and microtransit will be the future of mass transit. Instead, his thesis is that a properly operated and well-resourced bus system is much more efficient from a coverage, cost, space, and equality perspective.

Consider this an ongoing discussion about Urban Tech, its intersection with regulation, issues of public service, and other complexities that people have full PHDs on.  I’m just a bitter, born-and-bred New Yorker trying to figure out why I’ve been stuck in between subway stops for the last 15 minutes, so please reach out with your take on any of these thoughts: @Arman.Tabatabai@techcrunch.com.

From an output perspective, Walker argues that by operating along variable routes based on at-your-door pick ups, microtransit actually takes more time to pick up fewer people on average. Walker also gives buses the edge from a cost and input perspective, since labor makes up 70% of transit operating costs in a pre-autonomous world and buses allow you to service more customers for the price of one driver.

“The driver’s time is far more expensive than maintenance, fuel, and all the other costs involved.  In almost every public meeting I attend, citizens complain about seeing buses with empty seats, lecturing me about how smaller vehicles would be less wasteful. But that’s not the case. Because the cost is in the driver, a wise transit agency runs the largest bus it will ever need during the course of a shift. In an outer suburb, that empty big bus makes perfect sense if it will be mobbed by schoolchildren or commuters twice a day.”

But transit is not solely an issue of volume and unit economics, but one of managing public space. Walker explains that to ensure citizens don’t use more than their fair share of space, cities can either provide vehicles that are only marginally bigger than a human body, i.e. bikes and scooters, or have many people share large-scale vehicles, i.e. mass transit. Doing the latter through a mass fleet of on-demand microtransit solutions, Walker argues, increases congestion and makes it harder to manage scheduling and allocate infrastructure.

While the article offers an effective comparison of unit economics and acts as a useful primer on the various considerations for city transit agencies, some of the conclusions are a bit binary.  The discussion is a bit singular in its focus of microtransit as a replacement of public transit rather than an additive service and doesn’t give much credit to the trip planning and space management capabilities of many microtransit services, nor changes in consumer expectations towards transportation.

But despite some of the gaps in the piece, Walker highlights two ideas that spill over to some broad areas that have caught my interest lately: Tolls and Parking.

Tolls

Photo by Michael H via Getty Images

“To succeed, microtransit would have to help people get around cities better, not just make them feel good about hailing a ride on a phone. Full automation of vehicles, if indeed it ever arrives, might solve the labor problem—although it would put thousands of drivers out of work. But the congestion problem will remain.”

Like many, Walker argues that ridesharing aggravates city traffic rather than alleviates it.  Even though ridesharing’s long-term impact on traffic is widely contested, nearly everyone agrees that a solution to urban congestion is desperately needed.

What’s interesting is that regardless of the discourse that surrounds them, trends in US tolling mechanisms seem to suggest American cities may be moving closer to congestion pricing methods.

As an example, solutions to congestion are top of mind behind the New York state election that saw Democrats taking control of both state legislative houses. Though it seems like the argument resurfaces every few years, the elections have brought renewed debate over the possible implementation of congestion pricing in New York City.  In essence, congestion pricing is a system where drivers would pay higher prices for using high-traffic streets or entering high-traffic zones, allowing cities to better dictate the flow of drivers and reduce congestion.   

Outside of the obvious political tension created by effectively implementing a new tax, some lawmakers have pushed back on the effectiveness of a congestion pricing policy, with some arguing that it can aggravate income inequality or that a policy addressing construction and pedestrians, rather than vehicles, would have a bigger impact on traffic.

However, over the past year or so, an increasing number of states have been rolling out highway tolls that are priced dynamically, instead of using traditional fixed-price tolls. The exact drivers behind the toll prices vary, with some cities charging prices based on traffic conditions and others charging varying prices for the use of express and HOV lanes.

Several new technologies and companies have also made it easier for local governments to implement more sophisticated, adjustable toll pricing or congestion fees at a much lower cost. In the past, congestion pricing systems around the world have required physical detection systems that can be extremely costly to implement.

Now, companies like ClearRoad are helping governments use a wide range of connected vehicle technologies to establish and collect road usage pricing from any location without the need for physical infrastructure. Oregon is one geography working with ClearRoad to manage its new opt-in road usage program where the state is able to calculate drivers’ usage of certain roads and their gas consumption, and then reimburse them for gas taxes they’re paying.

So even though people are still screaming at each other in state capitols, it seems like we may be closer to seeing congestion pricing in major cities than we think. And while executing these programs can be difficult and painfully slow (often needing to satisfy city regulations and tax laws forty layers deep), if these smaller-scale programs we’re seeing in the US are actually effective, congestion pricing may be a solution to plug chunky budget gaps, better finance infrastructure projects and replace lost gas tax revenue in an electric vehicle future.

Parking

In his piece, Walker goes back to some basic principles of urban design, highlighting that at their core, functioning cities come down to how millions of people share a comparatively tiny amount of space.  

Walker explains that city dwellers that travel with cars and solo rideshare trips rather than with large-scale shared transit are effectively taking up more than their fair share of public space.  While the argument is made in the context of ridesharing and congestion, the same idea applies to the less-discussed impact mass-transit ridesharing can have on city parking.

At least in the near-term, certain cities have seen ridesharing actually increase vehicle usage rather than reduce it (a claim rideshare companies dispute), resulting in an even wider gap between the supply and demand for available parking spots.  And if people are using ridesharing but still choosing to own cars regardless, in an indirect fashion, they are similarly reducing the stock of available parking space by more than their fair share.

And while it makes sense that rideshare vehicles should receive a larger portion of the parking stock, given that it serves more passengers, the use of available parking by these vehicles can and has caused tension with local residents that have to store their cars further away.

There are companies like the mobility-focused data platform, Coord, that are working on tools geared towards helping cities and citizens more effectively allocate and plan parking strategies for the future multi-modal transportation network. And theoretically, ridesharing should reduce the number of vehicles in search of parking in the long-term. But at least for now, the impact on parking congestion is just another unintended consequence that weakens the argument for ridesharing as mass transit.

And lastly, some reading while in transit:

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Automakers invest in Transit, the app that helps people get around without a car

Transit, a company that built a mobile app designed to help people in cities live without cars, has raised $17.5 million from two automakers in a Series B round.

The round was led by RenaultNissan-Mitsubishi’s joint investment arm Alliance Ventures. InMotion Ventures, Jaguar Land Rover’s venture capital fund, also joined the round, as well as two past investors, Accel and Real Ventures.

RenaultNissan-Mitsubishi and Jaguar Land Rover’s investment would have seemed counterintuitive five years ago. But this is 2018. It’s the year of the scooter wars and micro-mobility; it’s also a time of transition for automakers that are looking to diversify their traditional business of building and selling cars.

Founded in 2012, Transit started as an app to help people check departure times for buses and trains. It’s grown into a mobile app platform that enables multi-modal transportation, integrating public transit, ride hailing, bike sharing and scooter sharing. The mobile app, which provides real­-time data from transit agencies with user crowdsourcing, gives users notifications from their ride. The app then tracks the real-time location of the vehicle and notifies the user when to leave for their stop, when to disembark. and sends adjusted ETAs. Transit is now used by transit agencies, including Boston’s MBTA, Baltimore’s MDOT MTA, Silicon Valley’s VTA, Tampa Bay’s PSTA and Montreal’s STM.

The company wants to be transit and company agnostic, so, it’s a big proponent of open APIs. Montreal, where the company is based, is a model of what Transit wants to be everywhere. In Montreal, people can use the app for car sharing, bike sharing, to order an Uber or use public transit, COO Jake Sion explained.

Transit, which operates in 175 cities globally, will use the injection of capital to scale operations and improve the platform by integrating various services and payment methods on the app.

“This investment, which will advance Transit’s efforts to make mobility seamless and accessible in cities, fits with the Alliance 2022 strategy to become a leader in robo-vehicle ride-hailing mobility services and a provider of vehicles for public transit use and car-sharing,” François Dossa, Alliance Global vice president of ventures and open innovation, said in a statement.

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Transit aggregates bike-share bike locations from multiple services in Seattle and Washington, DC

 With multiple bike-share services to choose from, it can be a pain to open up two or three apps just to see which has the bike closest to you. Transit, an app that shows (you guessed it) transit options nearby and recently raised $5M, now tracks multiple services on its maps of Seattle and Washington, D.C., showing you the best bike to go to regardless of who operates it. Read More

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Transit raises another $5M from Accel to become a hub for public transportation

 Transit started off as a slick app that helped you get in a complex metro area with public transportation, but now co-founder Jake Sion has higher ambitions than that: being the go-to spot for getting from point A to point B, regardless of method. WIth bike-sharing, ridesharing, carsharing, and plenty of other methods of transportation that you can plant “sharing-” at the front,… Read More

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Moovit tries to streamline the commute experience with an updated transit app

moovit 5.0 Figuring out public transportation can be a difficult experience — a lot of the data exists in disparate spots on the internet, and there are a lot of apps trying to jockey for a spot on your phone. Amid all that, there’s of course the opportunity to simply use Google Maps to find the right timing and pathway to get to your destination.
Then there’s Moovit, a… Read More

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Transit’s public transportation tracking app gets a big overhaul and $2.4M in funding

transit move app A big annoyance of city living is checking a site like Nextbus for your bus or rail’s arrival time, and then getting there only to find that you’ve missed it by a split second or the doors close as soon as you get there. Now, there’s actually an app that will yell at you to walk faster if you’re about to miss that bus. With a big update today, Transit — an app… Read More

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Apple Said To Be Bringing Transit Directions To iOS 9

apple-maps Apple is said to be planning to bring built-in transit directions to its native Maps app in iOS 9. Transit directions were left out when Apple replaced Google Maps with its own offering as the default navigation app in iOS 6 back in 2012. The native transit directions offering is actually a feature that was held over from an intended release last year with iOS 8, according to 9to5Mac, which… Read More

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Apple Details An Elaborate Transit Navigation System In Patent Applications

apple-maps Apple has a couple of new patent application with the USPTO (via AppleInsider) that details what could be its solution for providing transit directions. The patents describe something that resembles a combination of the apps it has acquired it this space, including Embark and HopStop. The system would offer comparison of a number of different commuter options, including buses, shuttles, trains… Read More

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