2 Doubling the market share of public transport

The Swedish Doubling Project is a unique nationwide co-operation which involves all employees in the sector. The common, long-term goal is to double the market share held by public transport. “Public Transport is a natural part of travel in a sustainable society. This is our vision,” says Charlotte Wäreborn Schultz, Managing Director of the Swedish Public Transport Association and chairman of the Doubling Project. A doubling of the public transport market share produces major benefits for society. The goals are to significantly reduce carbon dioxide emissions and to increase energy efficiency throughout the entire transport system. A doubling will also give better road safety, less congestion and a transport system Charlotte Wäreborn Schultz, Managing Director of the Swedish that offers equal opportunities. Public transport also contributes to growth and regional Public Transport Association. development.

A number of activities are in progress

“In order to double the public transport market share, there needs to be a shift in our sector from a production culture to a service culture. Through new approaches and smarter co-operation, we will increase the efficiency of our operations, extend the range of transport services offered and raise the quality,” says Charlotte Wäreborn Schultz. Effective and ongoing training activities for decision-makers and sector players will increase the level of insight, involvement and willpower. Among the projects that are currently in progress, mention can be made of co-ordinated information systems, future payment solutions and various guidelines and recommendations pending the changes that ’s new Public Transport Act entail. SWEDEN – PART OF THE GLOBAL DOUBLING GOAL “It feels extremely gratifying that Business Model for Doubled Public Transport doubling work is now being carried out in many different parts of the world and In 2009, the sector presented a report entitled Business Model for Doubled Public Transport that Sweden could, with the work it has as basic input for a discussion on how public transport should be developed in order to be already initiated, serve as a pilot for the whole of Europe,” says Hans Rat, the able to double the market share. This report was followed in 2010 by The Contract Process Secretary General of UITP. The Swedish public transport – from plan to contract to double travel by public transport. The purpose of The Contract sector has reached agreement on the Process is to provide proposals for the way in which the sector, with the help of developed goal of doubling its share of the market. We are extremely pleased that our contract forms, should work towards achieving the doubling goal. doubling initiative is also supported by the international public transport In this brochure, you can read more about the joint efforts being made by the sec- organisation UITP. UITP’s goal “PTx2 tor on its way towards achieving the doubling goal. A number of best practices are also – Public Transport times two” is to double the public transport market described which will hopefully inspire and encourage others to follow. share worldwide by 2025.

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SWEDEN Official name: The Kingdom of Sweden Political system: Constitutional Monarchy Head of State: King Carl XVI Gustaf Prime Minister: Mr Fredrik Reinfeldt (Moderate Party) Languages: Swedish Recognized minority languages: Sami (Lapp) Finnish Meänkieli (Tornedalen Finnish) Yiddish Romani Chib Population: 9 415 570 (Some 77 per cent of the population live in urban areas, 21 per cent in near-urban rural areas while just under 2 per cent live in rural areas) BNP 2010: 352 000 SEK/capita (USD 48 856) Growth: 5.5 per cent Largest cities: (capital) Malmö Noteworthy memberships: EU since 1995 WTO OECD Area: 450,000 km² = 174,000 sq. miles Forests: 53 per cent Mountains: 11 per cent Cultivated land: 8 per cent Lakes and rivers: 9 per cent Sources: www.investsweden.se www.sweden.se

4 The eyes of the world are on Sweden

“When the new legislation on public transport comes into force in Sweden, I believe the eyes of the world will be on us for one particular reason: they want to see if we can achieve a balance between contracted and commercial public transport services,” says Stenerik Ringqvist, who is a consultant and the Swedish Public Transport Association’s representative in Brussels. From 2012 onwards, new regional public transport authorities will be responsible for Stenerik Ringqvist, The Swedish Public Transport political decisions and strategic development plans as well as for the scope of the public Association’s representative in Brussels. transport offered in the various regions in Sweden. The transition to the new scheme will take place successively and in step with the expiry of current public transport contracts.

One important aspect of the strategies followed by the public transport authorities will THE ORGANISATION OF SWEDISH PUBLIC TRANSPORT concern what is required in order to achieve important social goals, for example the On 1 January 2012, a new Public possibilities to commute to work and to places of education. Transport Act comes into force. New “In order to achieve these social goals, the regional authorities will define what regional public transport authorities will be formed to be responsible for should be part of a public service obligation, and thus included in a service contract developing the public transport system in each region. Strategic decisions on following a competitive tendering procedure, and what types of service are to be purely public transport will be made by these commercial,” explains Stenerik Ringqvist. authorities, which will mean greater insight and better co-ordination with The new Swedish Public Transport Act, which applies from 2012, does not allow other forms of social planning. The public transport authorities will exclusive rights. This means in principle that all contracted services can be subject to decide on regional transport provision competition from one or more commercial operators. In those places where contracted programmes which specify the long-term goals for regional public transport. They services are operated in parallel with commercial services there will be competitive will also decide on their public service procurement, which could lead to a better range of services and to a greater freedom obligations, which mean the transport for which they intend to be responsible of choice for the passengers. and which, as an undertaking to their citizens, they guarantee to maintain. “This is the dynamics of the new legislation. Anyone is entitled to compete on the The new Act also means that market,” says Stenerik Ringqvist. “The combination of procured and commercial transport commercial companies are free to set up public transport services anywhere is exciting. Both the government and the entire public transport sector in Sweden are in the country. All types of transport operators, including the commercial convinced that it will benefit the passengers by creating new and more attractive public players, will have to submit information transport services. This could in turn help us achieve the overall goal of a doubling of on the range of services they offer to be fed into a common system for pas- public transport.” senger information.

PUBLIC TRANSPORT IN FIGURES How do travel? This is how Swedes travel according to the latest survey conducted in 2010. In Sweden, the total market share held by public transport is 24 per cent, although the City or local buses: 45 per cent regional differences are considerable. The largest market share is that attributable to the The Underground: 19 per cent Regional buses: 11.5 per cent metropolitan areas, with an average of 34 per cent. For the remaining parts of the counties, Commuter or local trains: 12 per cent the average is 12 per cent. The determining factor is the level of knowledge possessed by Trams: 5.5 per cent Regional trains: 5 per cent residents concerning their public transport services, and how attractive they are compared Long-distance trains: 0.5 per cent with the car. Other modes of transport: 1.5 per cent The information on market shares and the travel habits of Swedish people is from For 37 per cent of all passengers, the purpose of their journeys is to travel to the Public Transport Barometer, a quality and public opinion survey. During 2010, some and from work and school. 21 per cent travel by public transport to make 54 000 interviews were conducted, 24 500 of which were held with people who travel various kinds of purchases and some frequently by public transport. 20 per cent in order to visit relatives and friends or to take part in various leisure activities.

5 6 ResRobot journey planner finds smartest alternative

ResRobot is a national journey planning service that provides information on trips and trip combinations for all types of transport throughout Sweden. It has never before been easier to plan your whole journey – from door to door. ResRobot offers comprehensive and impartial information for journeys made through- out all parts of the country. Collected in one and the same place are timetables for all trains, buses, flights, the underground and trams/light-rail services, as well as route descriptions for journeys by car and maps showing where to make changes and routes to follow if you are on foot. ResRobot is available on the Internet and now also as a popular application on smart phones. www.resrobot.se www.samtrafiken.se Behind ResRobot are some of the most extensive and comprehensive databases of their kind, containing information on 50 000 bus-stops and railway stations, 200 000 train and bus departures per day, flight schedules from 30 airlines and boat routes. The company behind ResRobot is Samtrafiken, an organisation that promotes travel by public transport and facilitates it using multiple carriers and transport modes. Samtrafiken links train, bus, metro, tram and ferry services from 50 different companies into a single network.

The Contract Process – from plan to contract to double travel by public transport

An important part of the Doubling Project is the common sector agreement recommenda- tions that have been summarised in a report entitled “The Contract Process”. The process is based on developed forms of co-operation and greater professionalism, and utilises the integrated competence of transport companies, clients and other stakeholders. The purpose of the Contract Process is to provide proposals for the way in which the sector, with the help of developed forms of contract, should work towards achieving the doubling goal. The report is a tool for purchasers, transport companies and local authori- ties in their common efforts to create contracts that “drive” development in this direction. The process is aimed at increasing professionalism and entrepreneurship, with less micro- management and more management by objectives. The core of the Contract Process is a recommended approach which incorporates an inherent driving force to acquire more customers in a resource-effective way. This includes the process which will lead to the most suitable type of contract model in relation to the goals to be achieved. Some of the guidelines include support in selecting the best contract model and ways to meet the need for a balance between the political and business sides of service contracts. Model contracts are also included, comprising for example service concession contracts, net model contracts, incentive contracts and gross contracts. These model contracts contain the basic commercial conditions. The Contract Process has been nominated for the UITP The process creates a solid business framework. The operators will have a better 1st PTx2 Award in the category opportunity to supply services with the anticipated quality level and the process will also “Public Transport Advocacy Award” at the 59th Dubai World Congress give them the chance to boost business development. and Exhibition.

7 8 Knowledge Lift makes the sector think in new ways

The extensive change management process initiated by the sector with its investment in the Doubling Project in combination with major changes in the world around us will require substantial training efforts and similar activities for decision-makers, leaders and employees within the sector for many years to come. Inspiration and involvement are also needed on the part of all employees within the sector. This is why the Knowledge Lift was started in 2008. The aim is to increase the insight into and knowledge of why it is necessary to shift from a production culture to a service culture in order to increase the market share held by public transport, and what is necessary in order to succeed with this change. The goal is to increase the insight, involvement and desire among leaders and employees in order to rapidly take public transport up to the next level. A number of activities are being conducted within the Knowledge Lift. Among other things, a little over 2 700 decision-makers, public transport authorities, operators, municipalities and counties, and other interested parties have so far taken part in a total of 13 national and regional think tanks. The theme of these think tanks has been how the doubling goal can be achieved through co-operation and the changes that the new Public Transport Act entails. Fifty participants have so far taken part in a special management development programme which is conducted in co-operation with Stockholm School of Economics – one of Europe´s leading business schools. The theme is “How can I become better at The Knowledge Lift has been nominated managing change processes in seamless co-operation with others?” for the UITP 1st PTx2 Award in the category The Knowledge Lift also has contact with researchers in order to determine the need “Knowledge and Research Award” at the 59th Dubai World Congress and for research and to discuss how research results can be implemented in public transport. Exhibition.

The Public Transport Trade Fair – A meeting place for public transport

There is a major focus on public transport in Sweden. The sector needs its own forum and its own meeting place to provide inspiration for new ideas, contacts and business transactions. Consequently, every second year an event is organised that gathers the entire Swedish public transport sector in one place – a trade fair with an extensive programme of seminars. Last year was an all-time high in terms of number of visitors. 6 600 participants visited 185 exhibitors and as many as 1 300 attended the 150 seminars.

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Best practices

A strategic success factor in our work on the Doubling Project is the continuous presen- tation of best practices that can serve to inspire and encourage others. Concrete efforts and new ways of thinking are showing themselves, among other ways, in the continuous development of best practices. You can read about some of them here.

ex1: Co-operation can double public transport in Gothenburg In the Gothenburg region in the western part of Sweden, the K2020 Project is being conducted in co-operation between a number of stakeholders such as counties, cities and the public transport authority Västtrafik. Achievement of the overall goal of a sustainable future requires a strengthened public transport and a major modal shift. To achieve this, increased and improved public transport was identified as the key factor. The goal is for at least 40 per cent of all journeys within the region to be made by public transport by the

year 2025, compared with 25 per cent in 2005. FACTS ABOUT GOTHENBURG The main principles on which K 2020 is based are to link areas (from a radial to a Gothenburg is Sweden’s second largest network structure), to make journeys faster (PT priority and separate lanes), to develop the city, with over a million inhabitants in the region. Some of Scandinavia’s largest nodes (part of the city development) and to guarantee quality and service. industrial concerns, such as and SKF, have their origins and their K2020 is currently a governing instrument in the form of a set of guidelines, which con- head offices in Gothenburg. A large stitute the foundation for all planning and decision-making in the region. The work is being proportion of the country’s imports and exports pass through Gothenburg centered on major urban areas within a one-hour commuting distance from Gothenburg. harbour, which is the largest in the . Gothenburg is also www.k2020.se known for its beautiful archipelago and for Sweden’s most popular attraction – Liseberg Funfair. ex2: “Call us and we’ll come” Sweden is a long country with many sparsely populated areas. Since there are limited opportunities for people to travel by public transport in these areas, they are often forced to use their own cars. The public transport authority in the County of Värmland in Western Sweden solved this problem by means of call-directed transport, or in other words transport services that passengers order by phone. A few years ago, the public transport authority reviewed the capacity utilisation on its bus services and concluded that on many routes there were far fewer than 10 passengers per trip. In order to be able to retain the routes, a decision was made to change to call- directed services, by which the departures remain on the timetables but at least two hours before each departure passengers have to order their journeys. Often, it is enough to use a taxi, which only drives the distance necessary and thereby reduces the travel time for passengers. The service has been a successful experiment for everyone involved. People can carry on living in rural areas because communications continue to function, and taxi companies have also managed to safeguard their continued existence as a result of increased demand. A further bonus is that the call-directed services have resulted in extensive savings.

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ex3: Bike & Ride Imagine being able to cycle to the nearest railway station and park your bike in a bright, well-arranged and secure parking area complete with toilet facilities, showers and lockers for cycle helmets and clothing – and where it is also possible to pump up your tyres and wash your bike. In Malmö, Sweden’s third largest city, all this is now possible – thanks to a major investment aimed at reducing car traffic and increasing public transport. At the beginning of December 2010, Malmö’s first Bike and Ride was opened, with space for 1 000 cycles.

The whole idea was conceived together with the construction of the new City Tunnel. With Foto: Felix Gerlach two new railway stations and better possibilities for commuting, public transport is expected to enjoy a major upswing in the Skåne region. Furthermore, many passengers are expected to cycle to and from the stations far more than before. THE CITY TUNNEL “Our basic ambition was that it should be a convenient and flexible option to change The City Tunnel is an important part of between different modes of transport,” says Project Manager Tina Giannopoulou from the the rapidly expanding Öresund region that links Sweden with the Continent. City of Malmö Street and Road Department. A 17 km-long railway line connects The cycle park is free of charge and manned from early morning to late at night. The Malmö Central Station to the Öresund Bridge and links the Skåne railway net- facility has lockable storage lockers, DIY (Do It Yourself) areas for those who need to repair work together. The new railway connection their bikes, compressed air, toilets, showers and real-time displays that indicate when the through Malmö, with two completely new stations, offers thousands of people new buses and trains are due to leave. opportunities to change their travel habits.

ex4: Park & Ride The development of the road and parking network cannot keep up with the rapid increase in population that is taking place in the Stockholm region. Congestion and traffic jams have become regular features of everyday life for many citizens – something that could be avoided if only motorists were to park their cars at commuter train or bus stations outside the city and travel the last part of their journeys on public transport. The “Park & Ride” test project was conducted to give motorists the chance to test the new solution – and more than half of them decided to continue travelling by public transport. Just over a year ago, Storstockholms Lokaltrafik (SL), the Swedish Transport Adminis- tration, the City Council and a number of other stakeholders tested an entirely new concept for out-of-town parking. At a large shopping centre in Nacka on the outskirts of Stockholm, which is also a strategic transport interchange point, guaranteed parking places were provided for those motorists who continued their journey by SL (the equivalent of Stockholm Transport). The mobile telephone was the instrument used to link access to parking facilities with SL tickets. The 160 selected “test pilots” could book a parking slot in advance with the help of their phones and at the same time also receive up-to-date traffic information and a selection of offers from the shops within the area. The project evaluation showed that half the test drivers continued to travel to work or school by public transport instead of travelling the whole distance by car. Nine out of ten wanted the solution to be retained in the shopping centre area and 96 per cent wanted it to be introduced in other out-of-town parking areas at strategically important interchange points around Stockholm. The scheme served to show that the Park & Ride concept can influence travel habits among motorists and encourage more of them to use public transport.

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ex5: 50 000 car owners interested in trying public transport The most important goal of the public transport authority Västtrafik is to increase the amount of travel on public transport. Therefore they conducted a large-scale commuter experiment in which confirmed motorists were given the chance to try using public transport. Previous experience has shown that this method is effective in attracting new customers. Over 50 000 motorists wanted to be involved in the major recruitment campaign, 28 000 of whom fulfilled the requirements and were allowed to travel without restriction on public transport for a period of two weeks. The information was spread in newspapers, on advertising hoardings and on websites together with flyers to 150 000 households that own at least one car. In order to be test passengers, it was necessary that participants travelled by car at least twice a week. Once car owners have tried using public transport many of them discover that it is in fact a good travel alternative. The results of the campaign have not yet been evaluated but based on Västtrafik’s previous experience of similar campaigns directed at motorists, this kind of activity could lead to a 20 per cent increase in customers. This would be equivalent to an influx of 5 500 new passengers.

ex6: Luxury express bus service attracts public transport passengers The small town of Trosa is situated idyllically on the shores of the Baltic Sea. It is an expanding municipality with many residents who commute to work in the Swedish capital Stockholm. During the summer there are many people who commute in the opposite direction. Most of them travel by car, but a luxury express bus service is now attracting a growing number of passengers. Not long ago, the county public transport authority in Sörmland and the Municipality of Trosa decided to invest in an express bus line as an alternative to the car. A so-called service concession agreement was entered into with a bus company which, since last year, has operated fast scheduled bus transport with frequent daily services. A service concession agreement means that the transport company takes by far the greatest risk but at the same time also has the chance for major financial returns. Quite simply, the more passengers who use the service, the greater the opportunity for financial reward. The transport company is responsible for the service and the bus fleet, and takes the greatest responsibility for marketing. The marketing is focused mainly on the feeling of luxury associated with travelling on Trosabussen (Trosa Buses). During the hour in which it takes to reach Stockholm, passengers can sit comfortably and relax, or work on their computers. The idea appears to be working. Within a short period of time, Trosabussen has reached a user level as high as 40 passengers per departure – a successful investment in the efforts being made to achieve a doubling of public transport.

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The organisations within the Swedish Doubling Project

SWEDISH PUBLIC TRANSPORT ASSOCIATION The Swedish Public Transport Association is the country’s trade organisation for the public transport authorities who are responsible for local and regional public transport by bus, train, tram, underground and boat in Sweden. There are also associated members who are suppliers and consultants to the sector. www.svenskkollektivtrafik.se

SWEDISH BUS AND COACH FEDERATION The Swedish Bus and Coach Federation, BR, is the trade organisation for bus transport companies and coach travel arrangers who run commercial operations in Sweden. BR represents the interests of its member companies with respect to politicians, authorities and other organisations. BR’s 400 member companies operate all forms of bus traffic and arrange journeys within and outside the country’s borders. With over 20 000 employees and 11 000 buses, BR form the backbone of the Swedish passenger transport system. www.bussbranschen.se

SWEDISH TAXI ASSOCIATION The Swedish Taxi Association is the trade organisation for the country’s taxi operators. Over two thirds of Sweden’s taxi companies are members of the association, which has approximately 220 taxi order centres in the country among its members.The Swedish Taxi Association shall in co-operation with its members and other players constantly improve the preconditions for the sector and strengthen the professional role of its members with the aid of cutting-edge knowledge, competence and quality.

ASSOCIATION OF SWEDISH TRAIN OPERATING COMPANIES The Association of Swedish Train Operating Companies represents the active train op- erators in Sweden, and shall meet their needs for a strong trade organisation to actively drive questions that are of common interest in the field of commercial with respect to the government and parliament, authorities, clients, the media and other interested parties, both national and international. www.tagoperatorerna.se

SWEDISH ASSOCIATION OF LOCAL AUTHORITIES AND REGIONS IN SWEDEN Local authorities and counties have a joint responsibility within each county for local and regional public transport. The Swedish Association of Local Authorities and Regions is an organisation that represents the interests of all Sweden’s local authorities, counties and regions. www.skl.se

SWEDISH TRANSPORT ADMINISTRATION The Swedish Transport Administration is responsible for the long-term planning of the transport system for road, rail, maritime and air traffic. The Swedish Transport Admin- istration is also responsible for the construction, operation and maintenance of public roads and railways. www.trafikverket.se

If you would like to find out more about the Swedish Doubling Project, please visit our website at www.doublingproject.se Brandreality 2011