Barclays Cycle Hire

“Building the best Public Cycle Hire Scheme in the World”
Alan Stannard – Operations Director Date: 10/2/2011
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Agenda
 An introduction to the Barclays Cycle Hire Scheme
 Using the Scheme  Scheme infrastructure  Managing the Scheme  How people use Cycle Hire in London  Usage patterns  Early trends in „modal shift‟

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Agenda (2)
 The public reaction  Challenges and lessons learned  The real impact of bike schemes

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Barclays Cycle Hire Scheme - Key Fact

Over 10,000,000 km already ridden on
the bikes
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An introduction to the Scheme

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Timeline
 Contract awarded July 2009  First Docking Stations started construction December 2009  Bikes/Terminals started manufacture February 2010  Staff recruitment from January 2010  IT systems entered testing February 2010  Members go-live 30th July 2010  „Casual Users‟ (credit card payments) go-live 3rd December 2010

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The Barclays Cycle Hire Scheme area
King’s Cross

15 Minutes St Paul’s Cathedral Hyde Park 25 Minutes Houses of Parliament The 10 Minutes Globe Theatre

The Royal Albert Hall

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Pricing
Access Type Access fee

Annual

£45

Weekly
Daily

£5
£1

Usage Charge Up to 30 minutes Up to 60 minutes Up to 90 minutes Up to 120 minutes Up to 150 minutes Up to 180 minutes Up to 6 hours Up to 24 hours (maximum hire charge) Free £1 £4 £6 £10 £15 £35 £50

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Website
Full website with information and transactional pages
Site within the Transport for London website estate and integrated to other transport forms

http://www.tfl.gov.uk/roadusers/cycling/15025.aspx Serco Public

Becoming a Member

Transactional pages allow:
• Creation of member accounts

• Management of member accounts
• Payment
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Scheme infrastructure

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The bike
Bike is based on Montreal design Aluminium frame

Robust and resilient
41 modifications made to adapt the bike to London conditions

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The terminal
Already an iconic part of London‟s streetscape

Links to design of the Police Telephone Box
Terminals include „Legible London‟ mapping panels Terminals have touch screens to allow transactions and information requests

Credit/debit card payment facilities within robust and secure frame

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The Docking Point
Highly visible and recognisable
365 locations installed Bikes docked in highly secure and robust docking points

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How it works

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How it works – renting a bike
Bikes can be hired by Members or „Casual Users‟
Casual Users hire bikes using their credit or debit card at the Terminal

The Terminal allows the payment transaction to be processed
Later the same day Casual User can use their Credit/debit card to hire another bike The touch screens can give information on the status of nearby docking stations
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How it works – renting a bike
A Member simply inserts their Membership key at the Docking Point The Casual User enters their 5-digit PIN code The „green light‟ tells the customer that the bike is ready to go

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How it works – renting a bike
The customer simply removes the bike from the Docking Point and starts their journey

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How it works – cycling
The customer completes their journey using normal roads or cycling lanes

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How it works – returning the bike
The customer simply re-docks the bike at their chosen destination Docking Station
If they want to hire another bike, they will have to wait 5 minutes before this is possible

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Managing the operation

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Operations Control Centre
Based in Penton Street, Islington Planned and reactive allocation of resources and jobs using a variety of management information tools Dashboards give status of docking stations across the scheme, electrical condition of terminals & number of bikes in each docking point Vehicle tracking system displays real time location of BCH staff and vehicles in relation to docking stations to allow efficient deployment of resource
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Contact Centre
Based in North London 140 staff taking inbound calls, inbound e-mails and letters, and making outbound proactive account management calls Customer billing and financial management functions based here

Security control strict through need to meet PCI compliance standards at all times

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Serco Staff Base

Over 270 jobs new created Increased staff levels across operation to cope with demand Recruitment from local communities targeting groups disadvantaged in terms of employment Apprenticeship scheme leading to NVQ2 (UK national standard)

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Managing the Operation – a short video

MAIN - LARGE

LAUNCH - LARGE

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A busy morning - the operation
On a busy morning we can have:
 Over 3,500 journeys per hour  350+ bikes hired at the busiest stations  20 vehicles moving bikes  70 staff on-street  80 staff taking calls  15 staff managing the operation
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How people use it

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Barclays Cycle Hire Scheme - Key Facts
• Scheme went live to Members on 30th July • Over 110,000 registered members • Over 2.747 million successful hires (16/2/11) • 365 Docking Stations • 8800 Docking Points • 5400 Cycles available for hire • Busiest day total hires – 27,455 journeys
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Cycle hire journeys

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The peak hour demand – zonal level
Weekday morning peak – 7am to 10am 16%
8

7%
2

3

Zone E

Zone A
12 6
E

26%

39%

D

9
B

A

C H

Zone D
G

10 11
1 7 5

Zone C

19%

31%

F

Pick Ups (within zone)

17%

11%
I

Zone B

22%

12%

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Drop Offs (within zone)
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% figure is a percentage of total morning peak

Usage Patterns – a 24 hour overview
Date: 4th October 2010

Day of London Underground Strike

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Why people use it

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Why people use it
Journey purpose of travel by Barclays Cycle Hire bicycle
0% Commuting Leisure Meeting friends and family Socialising Shopping Personal business On employer's business To/from education Other 10% 20% 30% 40% 50% 60% 70% 80%

Base: 3,754 respondents.

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Why people use it
Most frequent journey purpose of travel by Barclays Cycle Hire bicycle
0% 10% 20% 30% 40% 50% 60% 70%

Commuting
Leisure Meeting friends and family Socialising Shopping Personal business On employer's business

To/from education
Other

Base: 3,754 respondents.

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Why people use it
Modes of transport used in addition to travel by Barclays Cycle Hire bicycle
Train Walking (5 mins +) Underground Bus Car/van Private bicycle Other DLR Powered two-wheeler Black Cab Minicab Tram 0% 10% 20% 30% 40% 50% 60% 70%

Base: 1,350 respondents.

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Why people use it – modal shift
Modes of transport used before Barclays Cycle Hire bicycle
Train
Walking (5 mins +) Underground Bus Car/van Private bicycle Other DLR Powered two-wheeler Black Cab Minicab Tram 0% 5% 10% 15% 20% 25% 30% 35% 40%

Base: 1,350 respondents

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Why people use it – modal shift
Why change mode of transport to Barclays Cycle Hire bicycle
Quicker Healthier option More convenient To avoid crowded Public Transport Wanted to try out the new Scheme Cost Better for the environment More reliable journey time More predictable journey time Fun/enjoyable/pleasant To avoid traffic/congestion Saw it in media Person I was with wanted to use it Friend/relative recommendation 0% 10% 20% 30% 40% 50% 60% 70% 80%

Base: 1,350 respondents

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The public reaction

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What the users say?
Research Conducted Prior to “Go-Live”

Stated likely usage of the scheme is encouraging: 15% are ‘very likely’ to use it
Very unlikely to use 24% Quite unlikely to use 11% Quite likely to use 50% Very likely to use 15%

Key information captured (n=506)

Asked full questionnaire (n=968)

SQ5: Overall, how likely are you to ever use the scheme to hire a bike from any area in central London, for any type of journey? Base: All respondents (n=1484)

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What the users say?
Research Conducted 2 months after “Go-Live”
Despite the teething problems, 90% of members are happy with the current scheme. Membership type
Total

Overall satisfaction
1 9 56 34

Annual (n=63)

42%

22

48

49

Weekly (n=48)

32%

2

10

63

25

Daily (n=40)

22%

18

60

23

Not applicable

Very dissatisfied

Quite dissatisfied

Neither

Quite satisfied

Very satisfied

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Friday 30th July 2010 and beyond
2010 London Cycling Foundation Award for contribution to cycling 2010 Mayor Of London‟s Responsible Procurement Awards – Specially Commended for employment Oxford Dictionary‟s top Ten words of the year – „Boris Bikes‟ Shortlisted for 2 categories in the London Transport Awards 2010 Shortlisted for a Brit Insurance Design Award 2010 (15th March announcement)

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The challenges faced - lessons learned

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It is not without its challenges
 Commuter usage
 Peak Usage – 14% of all hires in 08.00-09.00 period  Re-balancing and re-distribution – significant challenges in

keeping bikes in the right place

A very informed user base

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The real effect of a bike scheme

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Vision & Mission

Our Vision is
“To leave a lasting legacy to the people of London by delivering a new, environmentally friendly and sustainable way of travelling in the Capital which will enhance everyone’s experience of the city”

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What is a Cycle Hire Scheme?
 It is FAR, FAR MORE than a mode of public transport
It is about:
 A vital, energetic “community”

 Urban re-engagement
 A self-protecting, self-regulating organic part of the city‟s

infrastructure

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A new vision

The Cycle Hire Scheme has made a fundamental difference to the way that out users experience and enjoy London.

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Questions

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