UMO Global Student Challenge 2013
“brush-the-rush” – Convenience At Your Fingertips!!!
What is the identified problem?
“Time is money”; not just a saying, but the truth! Money earned in a Tier 1 City = Hard work at office (>8 hour) + Time wasted to reach there (>3.5 hour). Delhi being the heart of the country is the primary center for the travel related problems. Though metros have made lives simpler for the commuters to a certain extend but only within the circuit of Delhi. While observing the roadways between Delhi-Gurgaon, we found that even though there is an 16 lane expressway and an alternative route (M.G Road), there are still alarming cases of traffic congestions. Keeping this in mind, we took up Delhi- Gurgaon Expressway as the scenario for understanding the traffic congestion faced by the 1.9 lakhs PCUs (expected to double by 2013) that use it per day. It was observed that 60% of the daily commuters in Delhi travel during the peak hours (9:00 am – 11:00 am / 5:00 pm – 8:00 pm) experiencing extensive jams and discomfort during the travel.
Brief about Solution
This problem cannot be solved only by some
government intervention or an individual’s motivation but needs a collaborative
approach. Thus, we propose an application for the smartphone users who are
always on the rush to reach their destination on time. Within this concept,
• The government announces that the Delhi Gurgaon Expressway can be used during peak hours only by 4 wheel vehicles which are carrying 3 or more passengers (carpooling). The rest of the traffic will have to use the alternative routes during this time. There will be plenty of signage and public information transmission on this route to warn people of the same. The toll collectors will have to fine the cars that don’t have 3 or more heads during this time.
• To support this solution, a leading oil retailer (for example Bharat Petroleum) launches a fully supported system which encourages & incentivizes people traveling through similar routes to share their rides. The smartphone app, “Brush-the-Rush”, forms a trusted community of frequent travellers whom can search people to ride with in the next hour or lesser. The app would feature driver rating, expense sharing via reward points and gender specific filters amongst other features which set it apart from the tried and failed carpooling apps in the past.
• The driver will be paid by the passengers in terms of points which will have to be paid at the time of booking the ride therefor creating assurance and incentivizing the driver to take the ride. These gathered points can then be redeemed against the purchase of petrol at BP stations only.
• At the end of the ride, each passenger will have to rate the driver on a simple non demeaning scale which will help future users determine their rides.
• A separate feature in the app for regular carpool groups.
How well does the proposed solution enable great commuter experience?
Carpooling reduces the congestion on the roads, which allows for more pleasurable travel. Brush the rush will be: -Safe and trusted -Does not require long term commitment -The reward point payment system ensures hassle free and obligation free transaction -Reward points are directly redeemable against fuel which is the expense for the travel
How attractive is this idea for partners from transportation, business, government, non profit or other sectors to get involved?
Government: overall controlled traffic distribution. Further the success of this idea will help in replicating this system in other congested cities of India as every commercial hub has a major roadway connecting to it. Business: by launching this app, the reward points will allow the oil retailer to get a loyal network of users. This will increase its brand value as it is promoting an idea that actually uses less fuel. This company can thus earn more carbon credit. Organization: employers can reduce infrastructural costs by reducing parking space provided to the employees. They can do this via encouraging a system in which each employee is provided a parking space only certain times in a week/month.
Environmental impact, whether the proposed idea in predominantly service based without adding more physical structures
Carpooling is already a well-known method of attaining environmental sustainability by reducing traffic congestion and thus carbon emissions. With Brush-the-rush, we aim to provide a systemic service in a framework supported by the government, industry & the user. There are already 27 million smart phones in urban India. This means that this app can be easily adoptable by our target audience as medium will not be a barrier. The concept predominantly involves a service system equipped by user network forming a bag of intangible information and does not require any infrastructure or physical cost.
Dates & Deadlines
25-Sep-2013 :Deadline for Registration
30-Sep-2013 :Deadline for submitting your projects
01-Oct-2013 :Announcement of top 50 entries
03-Oct-2013 :Deadline to entroll Techease 2013
16-Oct-2013 :Deadline for voting by friends
17-Oct-2013 :Presentation of the 50 shortlisted projects at the TechEase at IIITHyderabad
19-Oct-2013 :Announcement of the final iINNOVATE prizes and award winners
26-Oct-2013 :Winners may present at IIMBangalore at UXINDIA’13 conference