{"id":15290,"date":"2016-11-16T22:35:07","date_gmt":"2016-11-17T03:35:07","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/"},"modified":"2016-11-17T13:40:33","modified_gmt":"2016-11-17T18:40:33","slug":"motivate-spinning-today-for-a-better-tomorrow","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/","title":{"rendered":"Motivate: Spinning Today for a Better Tomorrow"},"content":{"rendered":"

Cities Face Commute Problems<\/strong><\/p>\n

In a world of overpopulated cities, governments face major challenges in providing efficient, environmentally responsible, and safe transportation to their residents. One potential solution is promoting bicycling. For example, New York City, with its 8.6 million people[1], committed to providing better bike lanes and parking in its 2008 strategic plan[2]. At the time, bicycling accounted for 1% of all commuter trips in the city[3] even though 10% of auto trips were under one-half mile, 22% were under one mile, and 56% were under three miles[4], distances that are easily bikeable.<\/p>\n

The World\u2019s Bike Operator<\/strong><\/p>\n

One organization that has reshaped urban environments and reduced congestion and pollution is Motivate[5], a bikeshare systems operator responsible for running 12 bikeshare programs around the world, from Melbourne, Australia to Chattanooga, Tennessee[6]. Motivate works with local governments to create and manage public-private partnerships that bring shareable bikes to cities, often across multiple jurisdictions. For example, Capital Bikeshare operates across DC, Maryland, and Virginia[7].<\/p>\n

Each bikeshare program has its unique characteristics, but the basic premise is the same: riders pay a subscription fee that ranges from one day to one year which grants them unlimited bike rides[8]. Each bike ride may be capped at 30 or 45 minutes at which point the rider needs to return the bike to a bike dock, or incurs additional fees[9]. The bikes themselves are sturdy and electronically lock into the docks[10].<\/p>\n

Technology underlies everything Motivate does. It has manufactured software that relies on solar power arrays, circuit boards, power management, communications data, and payment systems[11]. It also partners with organization such as 8D Technologies to design, develop, and deliver bike technology such as secure wireless payments, sensor technology, and docking technology[12].<\/p>\n

Motivate\u2019s Key Technology Capabilities<\/strong><\/p>\n

Planning and Launch<\/em>: In the early stages, Motivate utilizes \u201csuggest a station\u201d web portals, geographic information system-based demand location studies, and design drawings and visualizations, among other tools, to help bikeshare programs and governments pick the ideal bike dock locations[13].<\/p>\n

Operations<\/em>: One of the biggest challenges facing bikeshare programs is ensuring that bikes and docks are always available. To meet this demand, Motivate has partnered with Cornell University to create predictive rebalancing models that dictate where and when bikes should be moved[14].<\/p>\n

Servicing Riders<\/em>: Motivate creates tailored apps for its various bikeshare programs. The app allows riders to access their membership information, view usage history, unlock bikes, confirm that their trips are closed, get directions, and get real-time information on bike locations and availability[15]. Motivate\u2019s software systems allow it to quickly contact bikeshare users through text message, app-based push notifications, and automated e-mails[16].<\/p>\n

\"Screenshot<\/a><\/p>\n

Screenshot from the Citi Bike app showing bike dock locations along with indicators of how many bikes are available (green docks mean a high number of bikes are available). Photo credit: Citi Bike application<\/em><\/p>\n

Marketing<\/em>: Motivate has developed software for its digital advertising and parses data to learn more about consumer trends[17].<\/p>\n

Next Steps: Don\u2019t Stop Spinning<\/strong><\/p>\n

Bikeshare programs have captured the nation\u2019s attention and are increasing in popularity, but there is still work to be done.<\/p>\n

Up the Government Stakes<\/em>: Like other forms of public transportation, bikeshare programs are not economically self-sufficient, and rely on private and public funding to sustain themselves[18]. In January 2016, the Bikeshare Transit Act of 2016 was introduced with bipartisan support to make bikeshare projects eligible for federal transportation funding[19]. The bill currently sits in the House Transportation and Infrastructure Subcommittee on Highways and Transit[20]. Motivate should lobby for favorable bikeshare legislation and join the conversation on strengthening public-private transportation partnerships.<\/p>\n

Further Develop Customer Service Technology Tools<\/em>: Customer service plays an important role in bikeshare operations, but primarily consists of people who respond to customers via phone, e-mail, and social media 24 hours a day[21]. Developing better troubleshooting technology and automated assistance via the app could increase Motivate\u2019s efficiencies and reduce costs.<\/p>\n

Preventing Bike and Identity Thefts<\/em>: Because vandalism and bike theft have been the downfall of several bikeshare programs in places including Paris[22], Motivate will need to continue refining its docking and sensor technology. Furthermore, because the technology and payment services rely on smartphones, Motivate will need to ensure that its data is encrypted and secure.<\/p>\n

Increase Bike Accessibility<\/em>: Bikeshare programs are often criticized for catering to white, wealthy, college-educated people[23]. Helping design programs with tiered pricing and broader neighborhood expansion will allow everyone to benefit.<\/p>\n

System Integration<\/em>: As CEO Jay Walder has noted, we need to eliminate barriers and reimagine what a bikeshare society looks like[24]. It would be great if a Citibike user in New York could go to DC and use Capital Bikeshares. Or if map services such as Google gave people directions based on a combination of biking, taking the subway, and taking the bus. By consolidating the bikeshare system and then integrating it with the broader transportation system, Motivate and society will be more effective.<\/p>\n

(800 words)<\/p>\n

[1] NYC Department of City Planning, \u201cCurrent and Projected Populations,\u201d https:\/\/www1.nyc.gov\/site\/planning\/data-maps\/nyc-population\/current-future-populations.page, accessed November 2016.<\/p>\n

[2] New York City Department of Transportation, \u201cSustainable Streets: 2008 and Beyond,\u201d Spring 2008, http:\/\/www.nyc.gov\/html\/dot\/downloads\/pdf\/stratplan_compplan.pdf, p. 14, accessed November 2016.<\/p>\n

[3] Ibid., p. 15.<\/p>\n

[4] New York City Department of Transportation, \u201cBicyclists,\u201d http:\/\/www.nyc.gov\/html\/dot\/html\/bicyclists\/bicyclists.shtml, accessed November 2016.<\/p>\n

[5] Motivate was previously known as Alta Bike Share and was acquired in 2014 by Bikeshare Holdings LLC.<\/p>\n

[6] Motivate, \u201cWhere We Do It,\u201d https:\/\/www.motivateco.com\/where-we-do-it\/, accessed November 2016.<\/p>\n

[7] Motivate, \u201cWhere We Do It: Washington, DC,\u201d https:\/\/www.motivateco.com\/where-we-do-it\/washington-dc\/, accessed November 2016.<\/p>\n

[8] Citibike, \u201cPricing,\u201d https:\/\/www.citibikenyc.com\/pricing, accessed November 2016.<\/p>\n

[9] Citibike, \u201cHow it Works,\u201d https:\/\/www.citibikenyc.com\/how-it-works, accessed November 2016.<\/p>\n

[10] Citibike, \u201cHow it Works: Meet the Bike,\u201d https:\/\/www.citibikenyc.com\/how-it-works\/meet-the-bike, accessed November 2016.<\/p>\n

[11] New York City Department of Transportation, \u201cNYC DOT, NYC Bike Share Announce March 2013 Citi Bike Launch,\u201d August 16, 2012, http:\/\/www.nyc.gov\/html\/dot\/html\/pr2012\/pr12_42.shtml, accessed November 2016.<\/p>\n

[12] Motivate, \u201cAlta Bicycle Share and 8D Technologies Forge New Strategic Partnership,\u201d February 3, 2014, https:\/\/www.motivateco.com\/alta-bicycle-share-and-8d-technologies-forge-new-strategic-partnership\/, accessed November 2016.<\/p>\n

[13] Motivate, \u201cWhat We Do,\u201d https:\/\/www.motivateco.com\/plan-launch\/, accessed November 2016.<\/p>\n

[14] Motivate, \u201cWhat We Do: Operate & Manage,\u201d https:\/\/www.motivateco.com\/what-we-do\/operate-manage\/, accessed November 2016.<\/p>\n

[15] Motivate, \u201cWhat We Do: Technology & Product,\u201d https:\/\/www.motivateco.com\/what-we-do\/technology-product\/, accessed November 2016.<\/p>\n

[16] Ibid.<\/p>\n

[17] Motivate, \u201cWhere We Do It: New York, NY,\u201d https:\/\/www.motivateco.com\/where-we-do-it\/new-york-ny\/, accessed November 2016.<\/p>\n

[18] Weiss, Eben. \u201cBike Share\u2019s Rough Ride,\u201d The New York Times<\/em>, May 23, 2014. http:\/\/www.nytimes.com\/2014\/05\/24\/opinion\/bike-shares-rough-ride.html, accessed November 2016.<\/p>\n

[19] Bikeshare Transit Act of 2016, H.R. 4343, 114th Cong., 2nd sess., January 7, 2016. https:\/\/www.congress.gov\/114\/bills\/hr4343\/BILLS-114hr4343ih.pdf, accessed November 2016.<\/p>\n

[20] \u201cH.R. 4343 \u2013 Bikeshare Transit Act of 2016,\u201d Congress.gov<\/em>, https:\/\/www.congress.gov\/bill\/114th-congress\/house-bill\/4343\/committees, accessed November 2016.<\/p>\n

[21] Motivate, \u201cWhat We Do: Operate & Manage,\u201d https:\/\/www.motivateco.com\/what-we-do\/operate-manage\/, accessed November 2016.<\/p>\n

[22] Whitford, David. \u201cThe Technology Behind Bike Sharing Systems.\u201d Fortune<\/em>, May 17, 2011. http:\/\/fortune.com\/2011\/05\/17\/the-technology-behind-bike-sharing-systems\/, accessed November 2016.<\/p>\n

[23] Stromberg, Joseph. \u201cBike share users are mostly rich and white. Here’s why that’s hard to change.\u201d Vox<\/em>, May 15, 2015. http:\/\/www.vox.com\/2015\/5\/15\/8608567\/bike-share-wealth-race, accessed November 2016.<\/p>\n

[24] Goodyear, Sarah. \u201cBike-Share Could Be ‘A Much More Integrated Platform,’ Says Bike-Share CEO,\u201d CityLab<\/em>, January 15, 2015. http:\/\/www.citylab.com\/commute\/2015\/01\/a-conversation-jay-walder-the-man-running-motivate-the-nations-biggest-bike-share-company\/384534\/, accessed November 2016.<\/p>\n","protected":false},"excerpt":{"rendered":"

Motivate uses technology to power bikeshare programs, transforming the world's transportation network. <\/p>\n","protected":false},"author":1773,"featured_media":15291,"comment_status":"open","ping_status":"closed","template":"","categories":[2162,2086,2163],"class_list":["post-15290","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-bikeshare","category-digital-transformation","category-motivate"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/digitization-challenge-2016\/","yoast_head":"\nMotivate: Spinning Today for a Better Tomorrow - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Motivate: Spinning Today for a Better Tomorrow - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"Motivate uses technology to power bikeshare programs, transforming the world's transportation network.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/\" \/>\n<meta property=\"og:site_name\" content=\"Technology and Operations Management\" \/>\n<meta property=\"article:modified_time\" content=\"2016-11-17T18:40:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/citibike1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"664\" \/>\n\t<meta property=\"og:image:height\" content=\"441\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/\",\"name\":\"Motivate: Spinning Today for a Better Tomorrow - Technology and Operations Management\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2016\\\/11\\\/citibike1.jpg\",\"datePublished\":\"2016-11-17T03:35:07+00:00\",\"dateModified\":\"2016-11-17T18:40:33+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/#primaryimage\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2016\\\/11\\\/citibike1.jpg\",\"contentUrl\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2016\\\/11\\\/citibike1.jpg\",\"width\":664,\"height\":441},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/motivate-spinning-today-for-a-better-tomorrow\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Submissions\",\"item\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Motivate: Spinning Today for a Better Tomorrow\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/#website\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/\",\"name\":\"Technology and Operations Management\",\"description\":\"MBA Student Perspectives\",\"potentialAction\":[{\"@type\":\"性视界Action\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Motivate: Spinning Today for a Better Tomorrow - Technology and Operations Management","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/","og_locale":"en_US","og_type":"article","og_title":"Motivate: Spinning Today for a Better Tomorrow - Technology and Operations Management","og_description":"Motivate uses technology to power bikeshare programs, transforming the world's transportation network.","og_url":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/","og_site_name":"Technology and Operations Management","article_modified_time":"2016-11-17T18:40:33+00:00","og_image":[{"width":664,"height":441,"url":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/citibike1.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/","url":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/","name":"Motivate: Spinning Today for a Better Tomorrow - Technology and Operations Management","isPartOf":{"@id":"https:\/\/d3.harvard.edu\/platform-rctom\/#website"},"primaryImageOfPage":{"@id":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/#primaryimage"},"image":{"@id":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/#primaryimage"},"thumbnailUrl":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/citibike1.jpg","datePublished":"2016-11-17T03:35:07+00:00","dateModified":"2016-11-17T18:40:33+00:00","breadcrumb":{"@id":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/#primaryimage","url":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/citibike1.jpg","contentUrl":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/citibike1.jpg","width":664,"height":441},{"@type":"BreadcrumbList","@id":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/motivate-spinning-today-for-a-better-tomorrow\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/d3.harvard.edu\/platform-rctom\/"},{"@type":"ListItem","position":2,"name":"Submissions","item":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/"},{"@type":"ListItem","position":3,"name":"Motivate: Spinning Today for a Better Tomorrow"}]},{"@type":"WebSite","@id":"https:\/\/d3.harvard.edu\/platform-rctom\/#website","url":"https:\/\/d3.harvard.edu\/platform-rctom\/","name":"Technology and Operations Management","description":"MBA Student Perspectives","potentialAction":[{"@type":"性视界Action","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/d3.harvard.edu\/platform-rctom\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/hck-submission\/15290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/hck-submission"}],"about":[{"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/types\/hck-submission"}],"author":[{"embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/users\/1773"}],"replies":[{"embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/comments?post=15290"}],"version-history":[{"count":0,"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/hck-submission\/15290\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/media\/15291"}],"wp:attachment":[{"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/media?parent=15290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-rctom\/wp-json\/wp\/v2\/categories?post=15290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}