Title of the Initiative All you can share – Sharing Mobility in Milan
Year Submitted 2016
Organization City of Milan
Geographic Region Western Europe
Country/Region Italy
Name of City/Local Authority Milan
Project Code

2016/EU/ITA/Milan/0001

Website of the City/Local Authority
Website of the Initiative
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Abstract of the Initiative
A. Profile of the Initiative
Geographic Region

Western Europe

Name of CountryTerritory

Italy

Name of City/Local Authority

Milan

Organization

City of Milan

Title, name and position of person(s) submitting
Basic City Data

Population Size: 1,350,680.00

Population Growth Rate(%): 0.00

Surface Area (km²): 181.00

Population Density (people/km²): 7,433.00

GDP Per Capita (U.S.$): 44,700.00

GINI Index: 0.0000

URL/Webpage of Your City:

URL/Webpage of the Initiative:

B. Title and Abstract

For a large integrated initiative, please consider submitting up to three initiatives under the same title. For example, you may wish to submit under 鈥淟ow-Carbon Urban Development for My City鈥� an initiative on public transport, an initiative on energy efficiency in buildings, and an initiative on use of renewable energy.

Title or Tagline of the Initiative

All you can share – Sharing Mobility in Milan

Sub-title

Start date of the initiative

2013-06-01

Tentative End Date of the Initiative (if not yet completed)

2017-05-31

Thematic Areas






Abstract/Short description of the innovative initiative being submitted for Award.(150 words max)

Developing a system of shared mobility accessible to all, which could be used by everyone in every place and time using new communication systems, offering high quality performance standards for users in terms of efficiency, reliability, cost-effectiveness, was the innermost purpose of the administration. To this end, Milan’s administration launched in June 2013 a Public Notice addressed at implementing new car sharing services fulfilling some important requirements as: free floating system; On demand service without reservation; vehicles falling within the categories of electric, hybrid, natural gas, LPG, gasoline, EURO 5 and later;  at least 1/100 vehicles fitted for the transport of persons with reduced mobility. The same scheme was applied to scooter sharing services, launched in June 2015. With more than 2000 cars, 150 scooters (up to 1500 in late 2015) and 4600 bikes (1000 fully electric), Milan confirms its leadership in "All you can share" mobility system.

00 bikes (1000 fully electric), Milan confirms its leadership in "All you can share" mobility system.


C. Background Information

Describe the legislative or policy framework under which the initiative is taking place, for example, a public policy document at the central or local government level, a policy statement, a covenant, a compact or internationally recognized agreement including, for example, the Sustainable Development Goals, and/or the New Urban Agenda

Milan has just published its Sustainable Urban Mobility Plan (SUMP), which represents an important change to the city’s mobility and transport policy for the next 10 yeas. It is aimed at enhancing public transport, giving value to urban space and shifting the urban mobility focus from private car ownership to a model based on shared mobility services (such as car, bike and scooter-sharing) across the whole metropolitan area.



D. Summary of the Origins of the Initiative

Describe what sparked the initiative and how the initiative came about and what challenges or issues of sustainable development it is meant to address using the following lead questions as your guide (350 words max)

1. Describe briefly the reason(s) for undertaking the initiative including social, economic, political or cultural challenge(s) or issues confronting the city/region/community. Include where relevant number of people, enterprises or institutions affected.

Transport volumes in cities and towns around the world keep on growing as a consequence of economic growth, population increase and urbanisation. Peak oil, global warming, local emissions, traffic jams and the saturation of urban spaces are major challenges to face for any city administrations. In this respect, innovative and integrated mobility solutions are required in achieving the objectives of economic competitiveness, social cohesion and sustainable development.

Although most people use public transport to get around Milan (57% of all trips in Milan are taken by public transport, 30% by cars, 7% By motorbike and 6% by bicycle), the city still has one of the highest European rates of car ownership (51 cars every 100 inhabitants compared to London 31, Berlin 29, Paris 25) and one of the highest concentrations of particulate matter among large European cities.

It is for these critical reasons that the City of Milan has conceived and implemented several mobility actions to address traffic congestion and air pollution, the flagship of which is the congestion charge scheme named “Area C”, which has reduced the traffic by nearly 30 % in the city center (- 40.000 cars circulating on a daily average) and freed spaces for walking and shared mobility. Those who live, study, work and enjoy the city have seen year-on-year the increased number of sharing mobility services. In a few short years, shared mobility recorded impressive numbers concerning the bike sharing system (44.008 yearly subscribers, 3.127.3522  bikes picked up in 2015, 3650 traditional bikes and 1000 electric bikes) and car sharing services (almost 300.000 subscribers and more than 2.000 cars in 2015, 7000 users and 190 cars before 2013) and the growing trend is likely to be applied to the scooters sharing users operating since June 2015. The massive vehicles deployment was the key factor that let sharing mobility users grew exponentially. Numbers that confirm Milan as “all-you-can-share” leading city in the world. Fewer cars circulating means more spaces available for new ways of living and using the city. Fewer cars, more shared spaces, better life quality for all.


2. Describe the goals of the initiative in terms of desired change or outcome and timeframe for achieving the change or outcome (for example, change in policy, strategy, business model, technology, means of implementation, financing arrangements, human development and empowerment, measuring and evaluating progress and impact, etc.).

The two climate change goals of this project are lower greenhouse gas (GHG) emissions and better air quality. The transport sector is one of major contributor to GHG emissions and the private car is the second biggest contributor behind road freight. Despite 30% of the trips are run by cars, Milan has still one of the highest European rates of car ownership (51 cars/100 inhabitants) and one of the highest concentration of particulate matter among large European cities.

One of the main goals of Milan SUMP is the reduction of car ownership rate. The sharing mobility provides relevant contribution in this sense. Then, the Municipality of Milan launched several measures to face air pollution and traffic congestion, among which an innovative free-floating car and scooter sharing scheme aiming to reduce private car ownership: scientific studies have showed that, in the medium term, from 8 to 15 cars are removed from the streets for each available car-sharing vehicle. In addition to that, shared vehicles are cleaner and have better environmental performances, multiplying the positive effects of vehicle replacements. According to the Plan, the full implementation of the measures will lead to decrease by 7 percentage points of car use in the modal split for the whole wide urban area, 25% less traffic in moderate speed areas, 17% increase in Public Transport speed, 11% less congestion in the city.


3. Describe whether the innovation involves any partnership (public-public, public-private, public-community, etc.) and if yes, who is or was the leading partner(s), the role they each played and whether other parties have benefited or are benefiting from your innovation and how?

Before introducing the innovation, several meetings have been held among stakeholders. The outstanding results achieved by Milan was possible especially thanks to the activation of new forms of collaboration between the public administration, private companies, civil society organizations and citizens, where different actors are not only simple stakeholders, but also solution holders capable of co-producing, co-developing and co-designing services, goods, practices, policies. In this context, many different actors have been crucial with regards to the key initiatives: local authorities as active agents of strategies and initiatives; sponsors playing a fundamental role with regards to economical and communication support; the private sharing mobility operators who rapidly accepted the challenge launched by the Municipality on alternative forms of shared mobility, launching public campaigns to promote the service.



4. Describe the resources used for implementing the initiative, including funding/financing strategy or arrangements and any significant contributions that are not in cash, for example, in human, technical or managerial resources.

Resources comes from private operators but the initiative All you can share can count on part of incomes coming from Area C, the congestion charge scheme operating in Milan since January 2012. In fact, part of those incomes (almost 17% of 26.3 M euro in 2015) have been reinvested for sustainable mobility projects like All you can share, in particular for bike sharing enlargement.  

E. Summary of the Innovative Aspect(s) of the Initiative

Describe the innovation for the initiative using the following lead questions as a guide. (350 words max)

1. Describe whether the initiative should be considered evolutionary or revolutionary. Evolutionary would imply that innovation evolved over time based on lessons learned from experience and that the changes or outcomes are cumulative. Revolutionary would imply something quite new or something that has been borrowed from elsewhere but never been tried before in the sector or context in question and therefore bears a certain degree of risk. If it鈥檚 borrowed from elsewhere, describe what the linkage with the other preceding experiences is.

Evolutionary. Milan has always believed in sharing mobility as a privileged instrument of green and alternative way of transport. In fact, in September 2001 Milan, first city in Italy, launched the first car sharing service in Italy with 3 cars and 20 members operated by a NGO Legambiente. After 10 years Milan the numbers of traditional car sharing stabilized at 190 cars and 7000 users. So the administration In 2012 the City Administration commissioned its Agency for Mobility Environment and Territory (AMAT) to provide a study with a view to explore the potentiality of expansion of the car sharing in Milan. The study stated that Milan was ripe for the expansion of new car sharing scheme and in 2013 launched a Public notice to open the market for new car sharing services. Only six months after the publishing, subscribers increased from 7000 to 90.000. According to that, no other European city – including London, Paris and Berlin – performed better in the start-up phase. Up to now (June 2016), Milan can offer nearly 2000 vehicles in car sharing for almost 300.000 subscribers to the services provided by different car sharing operators. Milan experienced also bike sharing services since 2008. Since then, Milan reached 4650 bike (among which 1000 fully electric), 280 bike stations and 45.000 subscribers and numbers keep on growing continuously, so that Milan has just published a new Public Notice in order to add new car sharing operators and introduce new green rules for the services (the legal framework is particularly addressed to promote the electric car sharing).

2. Describe where the innovation is being applied, for example, in policy or strategy; planning, design and implementation; business model or financing arrangement; tools and technology; governance and administration; etc.

The City of Milan is continuously committed in sharing best practice and knowledge with other world cities within projects related to sustainable mobility, transport and energy issues. The outstanding results achieved in the shared mobility field (in a few short years, shared mobility recorded impressive numbers concerning the bike sharing system: more than 44.000 yearly subscribers, more than 3.000.000  bikes picked up in 2015, 3650 bikes and 1000 e-bikes available both at the same 280 stations; car sharing services: almost 300.000 subscribers and more than 2.000 cars in 2015 and the growing trend is likely to be applied to the scooters sharing users operating since June 2015) have led to other important Italian cities as Rome, Turin and Florence to follow the example of Milan, and most of the important World and European cities come to Milan to gain experience on that. So Milan confirms itself as leading city in the field of smart, green and innovative mobility.

3. Describe whether there was or are any obstacles or resistance to the innovation and if so, how were/are they being overcome.

The implementation of the innovative car sharing system in Milan was made possible thanks to the strong belief of the Milan’s administration in choosing shared mobility systems as car sharing, bike sharing and scooter-sharing as one of the smartest and greenest way while moving in the city on the one hand, and to the very quick progress of technology on the other. Information, booking processes are becoming increasingly comprehensive, ever faster, more intuitive and more individual. Nowadays, smartphones, tablets and laptops are becoming the central control panels for everyone. So policy decisions have gone hand in hand with the evolution of technology and the mobility needs of society. Moreover being fully integrated with other eco-modes, car sharing is a tool that drive the change towards a more rational, economic, eco-friendly mobility.

 

The technology used for the service is the cutting edge technology. The “free-floating” service (where the vehicles are not linked to the stations and thus can be picked-up and returned anywhere within the service area) runs via a downloadable smartphone app: the cars or scooters are rented without dedicated stations, used as needed - especially for short trips - and left in any public parking slots. Such innovative sharing system meets better the needs of an increasingly dynamic and demanding society, especially the youngest generations (60% of new members are under 35s), to move freely in the city in an affordable and sustainable way.

 

As to the innovation, launched in June 2015, scooter sharing operates in free-floating mode: it’s the first free-floating scooter sharing service in the world. As to e-bike sharing, 1000 e-bikes are fully integrated with the traditional ones. At the same station, you can choose both traditional and electric bike: it’s the first integrated bike sharing in the world.


F. Summary of the Desired Change or Outcome and how it is being Measured

Describe how the initiative, and in particular the innovation, is or will be making a qualitative and/or quantitative change and how that change or outcome is being measured. (350 words max)

1. What change(s) or outcome(s) have you already achieved or hope to achieve? Please describe the nature of the change(s) or outcome(s) in, for example, improved quality of life; new levels of social, economic or environmental sustainability, including new attitudes and behavior; improved efficiency, effectiveness, accountability or transparency, etc. Please describe the scale of the change, for example, primarily local, regional, national or global and where possible, please quantify the change(s) or outcome(s) being achieved.

Studies have shown that one vehicle used as a shared car can replace from 8 to 15 personal cars. According to the numbers recorded in Milan, it has started a process that will lead, over the medium term, to free an area of about 300 km2, equivalent to the extension of 28 soccer fields approximately or to a whole motorway lane of 150 km length (equal to the total distance between Milan and Turin, and equal to 7,5% of the total length of the roads in the city of Milan).

 

The service offered is user-friendly, as all the operations run by smartphone app; The technology used for the service is the cutting edge technology. Such innovative sharing system meets better the needs of an increasingly dynamic and demanding society, especially the youngest generations (60% of new members are under 35s), to move freely in the city in an affordable and sustainable way. The service is Green (as to car sharing, fleet is composed by vehicles falling within the categories of electric, hybrid, natural gas, LPG, gasoline, EURO 5 and later, diesel approved under Directive 70/220/EEC), Accessible: At least one vehicle out of 100 is fitted for the transport of persons with reduced mobility and new bike for disabled people are going to be deployed; The service is Affordable: in fact, compared to a the cost for a private car parameterized to a reduced use for Milan is around 2418 Euros a year, including EUR 690 for entering Area C and 552 for parking, the cost of a vehicle in car sharing varies from 538 to 1219 euro, more than 1000 euro less. Moreover the parking is free as well as the payment of Area C, the congestion charge of Milan. The service is Safe: cars have the highest safety standards and the scooters are three-wheeled scooter offering maximum stability. Finally, the service is Job creator: the initiative was capable of re-activating local economy and influencing job creation. It’s estimated that each of 5 private operators managing the services (car, e-car, e-bike and scooter) has employed almost 30 people, and it is to add the activities linked to that (tyre dealers, mechanics, customer service personnel, vehicle service team, etc.).


2. What indicators or metrics are you using to assess the change? Describe who is doing the measuring, and who is using the measurements and how.

The indicators are the number of subscribers that are being recorded by the sharing mobility operators. One of the mandatory requirements which operators must comply with is the carrying out a survey on customer satisfaction, to be communicated to the Milan’s administration annually at least. They have to share their data with the Municipality of Milan as well. The success of Milan Car Sharing System is certified by a constant increase in the number of daily rentals. Their peak was reached on 28 April 2015, when the threshold of 13.000 hires was overtaken. There are about 8.000 hires in the entire period, while in the first six months of 2015 we had over 9.300 hires.

The peak of the hourly use on Weekdays and Saturdays is obtained at 8 pm, with over 450 rents. The survey has to be carried out according to several high quality service indicators for users, among which efficiency, reliability, cost-effectiveness, clarity of prices, vehicle cleaning, vehicle comfort, ease way of finding available cars, accessibility and ease way of use, including the intention or willingness to get rid of a own car. According to the first data coming from the survey, about 12% of respondents have already decided to give up their first or second private car, while about 8% is oriented to do so in the future (estimate reduction of 15.000 owner vehicles since the car sharing services have started in Milan).

As to the bike sharing, 1.128.924 Kg of CO2 saved in 2015 (Defra’s carbon convertor factor), while 4.124.683 Kg of CO2 saved since the opening of the service (2008).


3. Describe any specific tools or methods that were developed or applied to improve the chances to attain the desired outcome or change, for example, new working methods, new data and information, new incentives or disincentives, new means of communication and knowledge, new technology, etc.

Before introducing the innovation, several meetings have been held among stakeholders. The outstanding results achieved by Milan was possible especially thanks to the activation of new forms of collaboration between the public administration, private companies, civil society organizations and citizens, where different actors are not only simple stakeholders, but also solution holders capable of co-producing, co-developing and co-designing services, goods, practices, policies. In this context, many different actors have been crucial with regards to the key initiatives: local authorities as active agents of strategies and initiatives; sponsors playing a fundamental role with regards to economical and communication support; the private car-sharing operators who rapidly accepted the challenge launched by the Municipality on alternative forms of shared mobility, launching public campaigns to promote the service.  

  


4. How does the initiative and its intended changes or outcomes contribute to a new image or reputation for your city or community?

Thanks to the innovative measures Milan has been awarded with 2 important award as the Eurocities Mobility Award and Euro-China Mobility Award, both for Milan’s Sharing Mobility initiatives, contributing to improve the Milan’s image at international level as a city leader in shared mobility.



G. Describe what you think other cities can learn from our initiative and what your city/community is prepared to do to further that learning.

Developing a system of shared mobility accessible to all, which could be used by everyone in every place and time using new communication systems, offering high quality performance standards for users in terms of efficiency, reliability, cost-effectiveness, clarity of prices (social benefits) operated by the greenest vehicles (health benefits), was the innermost purpose of the administration.

 

Another innovative element is that the service offered can be operated by several operators, in competition each other with positive spillover in terms of money saving by the users (economic benefits), offering to citizens and city users an alternative and innovative mode of transport at competitive price.

 

Citizens and city users have seen year by year increased the number of alternatives to the private cars: more than 2000 cars (500 fully electric to be increased up to 800 by end of 2016), 150 scooters, 1000 e-bikes added to 3650 traditional bike (more than 10 million uses from the day of its launch, December 3, 2008). The massive vehicle deployment was the key factor that let sharing mobility users grew exponentially.

 

In conclusion, All you can share initiative is Unique: no other city has a fully free floating electric car sharing system or a free-floating scooter sharing system, not even an electric bike sharing system fully integrated with the traditional one. It's Fair: everyone can have access to the shared-mobility and use any mode of transport without owning it and at very competitive price. It's Inclusive: everyone has taken part in the project construction process: transportation entrepreneurs, citizens, academics, local authorities, civil associations, trade associations were asked to give their own contribute which helped the administration make the right decisions.

 


H. Relevance of the Initiative to the 2030 Agenda for Sustainable Development, Commonly Referred to as the 鈥淪ustainable Development Goals鈥� and to the New Urban Agenda.
Please tick the most appropriate boxes and provide a brief description of the relevance of your initiative in relation to the relevant goal(s). Please also refer to the complete text of the Sustainable Development Goals at:
www.un.org/sustainabledevelopment/sustainable-development-goals./Regarding the New Urban Agenda
pleaee refer to the Action Framework for Implementing the New Urban Agenda at:
www.unhabitat.org and http://nua.unhabitat.org/AFINUA19thApr.pdf