B. Problem Statement

Transcription

1 The transportation have become the main problem in Jakarta because every people needs their trips more quickly, comfortable, cheaper and safer. However the infrastructure, transportation facilities and information in public transport not support to create comfort condition, thus the people prefer use private vehicle than use public transportation. Even though using private vehicle more expensive than using public transport, but they still use it. One of the phenomena that occur in Jakarta is the people willing to pay for a toll roads congestion. Toll roads that is supposed to be a freeway at high speed but a lot of car pass the toll gate resulted road space that are not effective and not efficient. The new of government have a new idea to create transport policy in attempt to solve the congestion such as continuing project monorail, continuing project the MRT, implementing ERP (Electronic Road Pricing), construct Jakarta Deep Tunnel, implementation of odd-even policy, and finishing Trans Jakarta corridor and adding the number of buses. The most realistic project to develop in the short term or long term in Jakarta is improvement the facilities and service operation in Trans Jakarta. The project expected would be reduced number of private vehicle and switch into BRT Trans Jakarta. The new innovation in public transport by adding accurate information became one factor which important to attract new user and maintain the passenger of public transport. Because the purpose of service innovation is improve service characteristics or service quality (Ongkittikul and Geerlings, 2006). Furthermore, the good information was needed by customer before they decide use the public transportation. For instance the passenger require exact time when buss will arrive, the time table could give information about bus arrival. The passenger can calculate how long they should wait for arriving the bus. The information can be accessed through visit the home page via desktop or install software in their mobile device. The information in mobile device and website make simplicity to use public transport. 2

2 This thesis represent of entity in the improvement public transport with new business model approach. Besides that this thesis also give suggestion for a new innovations that are given beneficial for service operation public transport in Indonesia, especially Trans Jakarta. The reason using case study from Trans Jakarta because the new local government have commitment and ambition to provide good transport system. It is realized by faster time to build new infrastructure and add new vehicles to increase the carrying capacity of Trans Jakarta. Moreover, based on successful of Zürich s implemented transport priority program that provides of highly developed and integrated public transport system. Many of the lessons can be absorbed to apply in Jakarta. In Zürich, the public took an active role in forcing the city administration to implement transit priority more comprehensively and more boldly than would have been possible without strong public support (Nash and Sylvia 2001). As fundament of Zurich s transport policy the mobility strategy can be seen in the consideration of general public interest and requests concerning the future, that is aimed to advance transportation links and to align different requirements of mobility better which should be done in an economical, socially acceptable, and environmentally sound manner (Fritsch and Gündisch, 2008). B. Problem Statement The main problem transportation in Jakarta is the congestion caused the high growth of private vehicle as effect the urban transport system and the simplicity to buy new private vehicle, especially motorcycle. This condition resulted the increasing number of private vehicle in the road. Come up from this situation, in 2001 the government of Jakarta have idea to build a BRT system. The BRT system expected became one solution to solve the problem transportation in Jakarta. Based on Sebathu et.al (2010) propose the definition of public transport as one of strategy that can be applied in developing country, like Indonesia, because the system giving opportunities to increase 3

3 mobility, improve life quality, and fulfill customer needs through reduce the number of private vehicle and reduce the traffic congestion. Since 2004, Trans Jakarta represent the first BRT system which has special line for the buses, shelter with the high level of boarding platforms and pre-paid ticket. The BRT hopefully can solve the congestion. Trans Jakarta has been in operation for 9 years but this modes is not accommodated the level of service quality expected by customer. For instance lack of facilities, lack of information, uncertainty time, and the price is not adequate with the convenient, misbehavior of driver, and the bad condition of vehicle. But, the most of problem is reliability (queuing time for ticket, waiting time for the bus, arrival and departure, real time schedule and information availability) that became a consideration for passenger to use private vehicle as modes of transport. Because they argue that privates vehicle offer the beneficial for daily activities, such as faster, more safety, more prestigious, more flexible, and more private. C. Research Objective The objectives of this thesis are: 1. To identify about the public transport services in Trans Jakarta that is needed to improve (learn from success in Zurich). 2. To understand and analyze the applying of mobile application to be a new business model for Trans Jakarta system. 3. To develop the concept of new business model in mobile application in order to improve service for the passenger 4. To give recommendation for the Public Transport Authority about the design new business model through mobile application in Trans Jakarta has opportunities to optimize the facilities for the customer when using public transport. 4

4 D. Limitation The researcher use the limitation study to set limits of problem on the things that be studied and stay focus on this topic of research. The other things that not related with the topic would not be included and not discussed/analyzed. This study will focus on service in Trans Jakarta, especially how to deliver information for passenger through mobile device application. In this case discussing about construct new business model in the implementation mobile device application and use case of Greater Zurich, Switzerland as study comparison. The data of research obtained from questioner, literature study and data from the source in Jakarta related with the topic. The study comparison from Greater Zurich public transport taken from the previous studies and literature review. E. Benefit of the research This research is expected could provide advantage such: 1. To give introduction about New business model Canvas, as a method to develop the service, that can be used for education purpose. 2. To improve knowledge and understanding about service and market orientation of public transportation through new business model approach in mobile application. 3. The result that has been obtained could be used as input in the process planning and creating of good public transportation system on the future. F. General Outline and Thesis Structure This thesis has contains introduction, theoretical framework, empirical study, analysis, and conclusion and future research. Chapter I, this chapter consists background, problem statement, objective of research, benefit of research and general outline and thesis structure. 5

5 Chapter II, Literature review. Present the result of previous research that relevant with the issues being developed by researcher Chapter III, Theoretical frame work. Present literature review which are relevant as base of the analysis. Chapter IV, Research methodology. Present the methodology that used to solve the problem in the research. Chapter V, Result and Discussion, present the analysis base on theoretical frame work compared with the problem occurred. Chapter VI, Conclusion and Recommendation, present the answering and all the research questions and some recommendation for future researcher. INTRODUCTION LITERATURE REVIEW THEORETICAL FRAMEWORK RESEARCH METHODOLOGY EMPIRICAL STUDY TRANS JAKARTA Greater Zurich ANALYSIS CONCLUSION & RECOMMENDATION Figure 1. 1 Structure of thesis 6

6 CHAPTER II LITERATURE REVIEW A. Public Transportation According with author Tran and Kleiner (2005) define that public transportation is various mode of transport which provides continuing general or special transportation to the public, excluding school busses, charter, and sightseeing service. For instance monorail, subway, buses, railway, mass rapid transit, trolleys and ferryboats. In addition, public transport is recognized as a key component in the management and planning of urban regions. It means that the people can efficiently move throughout a region with the least amount of impact on the environment. Although private vehicle offers more comfort, safety, flexible, and easy to movement (Murray, 2001). Meanwhile, based on Redman et al. (2013) proposed a several attribute to define public transport quality is presented below (Table 2.1). Table 2. 1 Definition of Public Transport (PT) service quality attribute Source: Redman et al. (2013), Quality attributes of public transport that attract car users Transport Policy 25 (2013) Public transport have many advantages for the people. Besides that public transport give benefits for society as a whole such as improves the quality of social and economy in communities across the city or country by providing safe, convenient, effective, cheap, efficient and economical transportation (Tran, T. and Kleiner, B. 2005). 7