Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIES16 ORANGEGeneral Background16.1 Orange are a worldwide communications company with offices in 18 countries. Orangehave 44 sites (this is in addition to over 250 retail outlets). Orange employs 13,000 peoplenationwide in these 44 sites. All office staff have access to a PC.16.2 Orange, together with NetFM, has developed and implemented a journey sharing system,called a2b, which caters for all modes of travel i.e. car, bike, walk, train etc. The system waslaunched in April 2004.16.3 There were 2 main motivations for developing the journey sharing scheme:-To ease car parking pressure and local congestion (issue raise by staff andmanagement)To improve the environmental performance of Orange against one of its identifiedenvironmental impacts.Operating Structure16.4 The journey sharing database, implemented by Orange in conjunction with NetFM, isavailable to all office based staff. The system helps to match up staff who are want to sharetheir journey, for example car sharing, but also assisting pedestrians and cyclists to findbuddies with who they can make the journey to work with, for example 2 pedestrians maywant to make the journey together for safety reasons.16.5 To access the journey share system and database, employees must enter their employeenumber and their surname. This then leads to an automatic link to the Human Resourcesdatabase, which holds the home address of all staff. The software works by taking the userwho has signed in through to an OS map of the area where they live, for example Bristol.The location of the user will be shown on the OS map by a special icon. The icon will be inthe shape of the mode of transport used by that employee to get to work, for example, a car.The OS map will also show the location of the Orange building / office, represented by acoloured icon. The colour of the user icon will be the same colour as the building icon thatthey work at. The OS map shows the location of other staff living near to the user who islogged in. Staff who live in the area but may work at a different building will have a differentcoloured icon.16.6 The a2b scheme can be used for commuting journeys and business journeys. Should anemployee have to travel to Birmingham on the spur of the moment, he / she can text (SMS)into the a2b system offering a list. Anybody else who has texted into the scheme with thesame journey requirement or others who are logged onto the system at the same time canmake arrangements to travel together.Final V1.1, Dec. 2004 - 90 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESImpact and Effectiveness16.7 560 people are currently registered on the a2b scheme. The scheme was originally set upbecause approximately 2% of the workforce had wanted to have access to such a scheme.However the scheme now needs to reach other employees. Due to these circumstances,the scheme has been limited in its effectiveness in all areas for example, reducing car useand impacting upon local congestion.16.8 Key barriers to success are employee attitude and awareness of the scheme. Employeestend to be concerned about the environment and support the principle of sharing however,they want someone else to do it. It is quite likely that this mind set is wide spread. Provisionof personal information and data protection has also been a key concern of manyemployees. Another key barrier has been the building of a business case for the scheme.16.9 Perceptual barriers were held by line managers who thought that car sharing would lead toinflexibility of staff hours. Overtime is not uncommon and car sharing may prevent staffstaying a little longer as their car share partner would be waiting for them.16.10 The a2b scheme does not require a car share coordinator although administration of thesystem is required.Successes / Failures16.11 The a2b journey share system uses an interesting piece of software. Despite this, take up ofthe scheme so far has been relatively low.16.12 There is no formal monitoring system for the recording of actual journey sharing in place atOrange, however the incentive of winning the prize draw helps to encourage staff to log theirjourney details.Supporting Measures / Alternative Approaches Considered16.13 There is a lack of supporting measures in place within the Orange scheme however, thecompany do provide a get you home guarantee. Emphasis is placed on providing staff withinformation on cost savings and helping to reduce their environmental impact.Integration with Other Schemes16.14 The a2b journey share system is a fundamental tool for all of the Orange site specific travelplans.Marketing and Promotion16.15 The front end of the journey share system that is accessed through the intranet is branded inthe style of other internal communications, which ensures consistency of the Orange brand(colouring and font). However, the journey share facility also has it’s own brand and logodetailed immediately below.Final V1.1, Dec. 2004 - 91 -
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Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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