In this episode, Mark Collins, Head of Future Transport at Transport for West Midlands and Director at ITS UK, discusses the ambitious vision for the future of mobility in the West Midlands. With a background in mechanical engineering and experience at Jaguar Land Rover, he shares insights into innovative transport projects, including demand-responsive transport, mobility as a service, and the role of behavioural science in shaping sustainable travel habits. The conversation explores the challenges of integrating digital solutions, changing public transport models, and the importance of user experience in mobility innovation. Looking ahead, Mark highlights emerging trends such as AI-driven personalisation in transport and the need for systemic behavioural change to meet sustainability goals.

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