This fall, the Regional Multi-Modal Mobility Program (RM3P) solicited Requests for Qualifications (RFQ) for Dynamic Incentivization (DI), one of its five program elements. Qualified respondents are invited to respond to the Requests for Proposals (RFP), anticipated to be released next month. But what exactly is DI?
Imagine that a crash on I-395 is beginning to cause slowdowns in the morning peak. It’s in everyone’s best interest to avoid that section of the highway and, if possible, seek alternate modes or routes, make the trip later in the day, or stay off the roads entirely by teleworking that day to lessen the overall impact of congestion and incidents.
RM3P’s Artificial Intelligence-Based Decision Support System (AI-DSS) will have already processed this incident and its impact on travel conditions. The AI-DSS will generate a complete response to an incident, one part of which will trigger the DI backend to generate and issue an incentive to travelers to avoid the crash area. At first, maybe all a traveler needs is a nudge. But the more severe the incident, or the higher priority it is for a person to get to their destination at the exact time, the more it may be necessary to offer enticing incentives. These offers could include a free drink, discounted meal, transit discount, or gamification-style rewards. (Read more about incentivization in our interview with Monica Backmon and Jennifer DeBruhl here.)
There are three goals underlying the incentives that DI will offer:
- Relieving unplanned congestion due to incidents;
- Relieving planned short-term congestion due to construction or other similar factors; and
- Reinforcing long-term use of shared and/or active modes.
DI is the RM3P program element that will interface the most with the traveling public, since incentives will be offered to travelers through mobile apps. In partnership with existing Transportation Demand Management (TDM) programs in the region, which have spent years cultivating relationships with commuters and with businesses, the team will develop a DI-branded app. DI-generated incentives may also be offered through other existing travel apps, giving consumers choice in how they redeem rewards. Regardless, a multi-pronged marketing campaign will be essential to getting commuters on board.
Some elements of the DI program will be launched incrementally, with full functionality currently expected by the fall of 2023. Key milestones to watch for along the way include:
- Implementation of the back office (e.g., the specific incentives, a loyalty program);
- Implementation of primary mobile app;
- Integration with additional mobile apps;
- Development of interfaces with AI-DSS and the Data-Exchange Platform (DEP); and
- Marketing rollout.
Through the RFQ this fall, offerors were invited to submit an Expression of Interest (EOI). A subset is shortlisted to compete for the opportunity to respond to the DI RFP. The team that wins the contract is expected to be announced by Spring or early Summer 2022. The Virginia Department of Rail and Public Transportation (DRPT) is excited to partner with the Virginia Department of Transportation (VDOT) to manage DI on behalf of the RM3P management team.