Analysing the Business-as-Usual Value Network of Multimodal Traffic Management Ecosystem
The following article will analyse the value network diagram for business as usual scenario developed in the ORCHESTRA project.
Figure 1 Value Network Diagram – Business as usual. Source: Own depiction.
The above presented VND highlights all the critical stakeholder-specific and systemic values needed for successful operation. Stakeholder-specific values are essential to individual stakeholders and may vary depending on their role in the ecosystem. On the other hand, systemic values benefit all stakeholders involved in the MTM ecosystem. Therefore, understanding the various values underpinning the ecosystem can help stakeholders work together more effectively and ensure that the system operates in a way that benefits all parties involved.
The stakeholders involved in the shown VND are the Public Authority (PA), Traffic Orchestrator (TO), Fleet Operator (FO), Transport Service Provider (TSP), Transport User (TU), Network Users (NU), and Original Equipment Manufacturers (OEM). Each stakeholder has a specific role in the ecosystem, and the system’s efficient functioning relies on the collaboration between these stakeholders. (Readers can get detailed information on stakeholder archetypes from D3.2).
Below mentioned are the critical stakeholder-specific values in the Business-as-usual (BAU) scenario:
- The PA, NU, TSP, and FO supply transport and traffic-related data to the TO, which must not contain users’ personal or sensitive information. Only the information essential for the operation of the MTME should be disclosed.
- The administrative structure in which the TO is embedded is expected to be characterised by a public-private partnership between public authorities and TO. This structure grants the authority to the TO to act independently in the event of disruptions. In case of foreseen and unforeseen disturbances, the TO is empowered to take charge and make critical decisions, such as road closures and coordination with emergency services.
- The TO is responsible for keeping FOs and TSPs updated with all the real-time information on regulations and measures affecting their route and offering them guidance to get out of the congestion as soon as possible. The TO also prioritises critical transport missions, in order to make sure that critical goods and services are delivered with minimum delays.
- In return, TSPs and FOs provide feedback on the suggestions and guidance offered by the TO so that the services can be improved in the long run. Moreover, the TSPs, FOs, and TUs pay for the services offered by the TO, which includes guidance and information on regulations and measures.
- FOs can execute the transport demand optimally for TSPs based on the guidance provided by the TO. Furthermore, by utilising traffic orchestration services provided by the TO, TSP can efficiently organise missions/assignments for their respective FO, considering possible delays and congestion, allowing the selection of alternate routes to increase efficiency.
- TSPs aim to offer optimal transport routes and modes to the TUs by implementing proactive measures and efficient traffic orchestration services provided by TO. Providing optimal transport routes and modes can enhance customer loyalty towards TSPs, resulting in co-branding opportunities and reputational benefits for the TSP and OEMs. Simultaneously, co-branding opportunities and reputational benefits can also be established between TSPs and FOs.
The following systemic benefits can be observed in the BAU scenario:
- Maintaining a safe and secure transport system is essential for the well-being and security of the community and is therefore considered a top priority in transport-related decision making. Safety will therefore be prioritised and increased in order to prevent harm or damage to individuals or the surrounding environment.
- Efficient traffic management can enhance the overall performance and stability of the MTME ecosystem, creating investment opportunities by reducing risk. Companies and organisations affiliated with the MTME can improve their product and service offerings to meet the demands and requirements of their customers more effectively, gaining a competitive advantage in their respective markets.
- An improved traffic-related data basis, enabled through the MTME, allows for the optimal utilisation of the existing transport networks. This allows for minimising unnecessary expansion of transport infrastructure, which is a major systemic advantage.
- The TO can enable accurate predictions of traffic situations and provide real-time notifications of any upcoming traffic incidents or congestion, resulting in improved efficiency and reduced costs. The availability of advanced traffic data and analytics can help stakeholders make informed decisions and better plan their journeys, resulting in optimal utilisation of transport networks.
- Collaboration and flexibility are crucial in managing foreseen and unforeseen disturbances in the transport network. TOs, TSPs, and FOs must adapt to changing circumstances and make quick decisions to minimise disruptions and ensure the safety of passengers, drivers, and cargo. This can include rerouting traffic, adjusting schedules, and coordinating with emergency services.
- The adoption of green transportation and fleets by stakeholders of the MTME can significantly reduce carbon emissions, making the MTME more sustainable. TOs can play a crucial role in promoting the usage of environmentally friendly vehicles among stakeholders.
- Additionally, the data related to traffic provided to the TO plays a vital role in enabling the TO to maintain situational awareness of various events occurring within the transportation network. By leveraging this data, the TO can obtain a comprehensive overview of the entire transport network, enhancing its ability to manage traffic-related issues effectively.
The MTME relies on the efficient functioning and collaboration between stakeholders to provide optimal transport routes and modes while ensuring network safety and reducing carbon emissions. Therefore, VNDs have also been developed for foreseen and unforeseen disturbance scenarios. Interested readers can access them on the ORCHESTRA deliverable D4.3 titled ´Handbook on Organisational, Business, and Market Models´.