Mobility Portal: “Changing people’s behavior with smart measures.”

The Mobility Portal makes it possible to present all the fragmented traffic information of the ArenAPoort-area in one single clear manner. At this time, this portal can already spread current traffic. Marco Gerrese, project manager of the Mobility Portal, discusses the creation, the possibilities and the ambitions of one of the most important innovative projects of the ArenA.

What exactly is the mobility portal?

The Mobility Portal is one of the largest key projects of the Innovation Center. Visitors will be able to find anything on transportation from and to the ArenAPoort-area on this online platform. You can, for example, pay in advance for your bus ticket, your parking space or your train ticket. And since you are registering during your payment, also by filling in your ZIP-code, we already know where you come from. So we can use a ZIP-code matrix to send our visitors e-mails with their personalized travel advice, which we determine by using traffic intensity and historical data. By giving this advice, we can also show our visitors different, or new routes, and that is how we can help preventing traffic jams.

What caused the need for the mobility portal?

The area surrounding the ArenA has been under development for quite some time now. The Ziggo Dome was built, the Heineken Music Hall is located here and companies such as the Mediamarkt, Pathé and Offices and Event Organizers all account for different types of target groups. But these visitors often just step into their cars, without actually thinking of where they have to go. And if they do check their routes in advance, they often surf through the websites of Pathé, Ziggo Dome or Heineken Music Hall. All they find is links to websites that are hosted by the city of Amsterdam. So basically, these visitors go from pillar to post online.  

How does the mobility portal provide a solution for the fragmented traffic information?

By creating the mobility portal, and by applying as much clarity as possible in all different transportation options, we can create a clear overview beforehand. This way people can make conscious decisions on travelling. Also, the Mobility Portal can be styled in any corporate identity and therefore be integrated in the websites of the previously mentioned companies. Online linking to an external site will no longer be necessary.

How do you make your traffic information as current as possible?

We are simultaneously working on another project with the city of Amsterdam: the operational mobility center (OMC). For this project we are building a traffic center, which makes it possible for us to see all the traffic in Groot-Amsterdam coming towards us. When multiple events happen at the same time, we can guide and navigate the visitors by using current information, for example via WhatsApp, Twitter, Facebook and Instagram. This is something completely different and innovative for today’s world. The information that we gather in this project can in its turn be used for the mobility portal.

How does the mobility portal stimulate choosing sustainable transportation from and to Amsterdam Zuid-Oost?

We do not only aim to give personalized advice, but we also want to show all these different transporting companies. By labeling these different options with a CO2 label, a traveler can easily spot the greenest transportation option. That is also how we stimulate people to choose the green option.

In what way is this project innovative in international terms?

We try to step up the game by using combined technologies for information on our reachability. For example, we match in-car-navigation with apps. Even though apps are not new anymore, using current traffic in Amsterdam to support our reachability information through an app is, in fact, new. That is what we are trying to do.

What is the ultimate goal of the Mobility Portal?

The project is in a scope of three years. Within these three years, all different forms of transportation should be placed in this mobility portal. Eventually, I would like to have an integrated platform that beholds the entire customer journey. The visitor will be guided through this platform, but also be inspired by, for example, ideas for seeing a movie in a nearby theater. These are all important factors that can influence the visitor’s experience, or that may work to spread the traffic. At this moment, all our visitors travel to the stadium at the same time, causing irritation, which is absolutely not what we want. So, by changing the people’s behavior through smart measures, we can enhance the overall experience. And that is what will make this world a better place for everybody.