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<h2 class="hd hd-2 unit-title">3.2.1 How not to price mobility</h2>
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<p>In this section we will continue to discuss the fair pricing of travel. Revisit the <a href="https://www.sharedmobilityprinciples.org/" target="[object Object]">"Shared Mobility Principles"</a> to answer the following question.</p>
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<h3 class="hd hd-2">Rethinking how we price mobility</h3>
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<p>How transportation was priced in the past is no longer efficient and adequate. Transportation pricing refers to:</p>
<p>1) Road user fees</p>
<p>2) Congestion pricing</p>
<p>3) Curb pricing</p>
<p>The most widely-accepted and used pricing approach has been road user fees. Cities all over the world are now grappling with how to improve their use of this approach and design pricing schemes for the other two approaches.</p>
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<p>Next you will hear from Andrei Greenawalt, who works with Via (ride-sharing company). Although the interview was recorded in the fall of 2019, because the transportation sector is undergoing such major disruption, some of the numbers have already changed.</p>
<p>You may want to check out <span style="font-family: 'Open Sans', Verdana, Arial, Helvetica, sans-serif;"><a href="https://chicago.curbed.com/2019/12/2/20992472/chicago-transportation-tax-uber-lyft-taxi" target="[object Object]">Chicago’s new ride-hailing tax begins now, and it’s the country’s highest fee</a> (via Curbed) before watching the interview with Andrei, since it relates to what Robin just shared.</span></p>
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<h2 class="hd hd-2 unit-title">3.2.2 Opportunities and barriers</h2>
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<p>Previously, we talked about how the current pricing of transportation services and modes does not reflect the real impacts of transportation on society and the environment.</p>
<p>So, how do we fix it? In this unit, we will introduce some ideas and practices that have the potential to fix some of these issues.</p>
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<p>If we know how to fix transportation pricing, and we have the technology, what is holding us back?</p>
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<p>Some of the experts have pointed out that the pricing of transportation projects is highly political. Some simple and efficient transportation solutions may be easy to implement, but they could be politically infeasible. Each transportation project is designed and completed in a different political and financial reality, and --as you will see in the upcoming module-- values in transportation have been changing as well.</p>
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<h3 class="hd hd-2">Conclusion</h3>
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<h2 class="hd hd-2 unit-title">3.2.3 The case of Uber</h2>
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<p>Next we will hear from Andrew Salzberg who will share some insights on the pricing of new mobility and how TNCs have to adjust their business model and pricing strategies to each location where they enter the market. He will also discuss the profitability aspect and how that relates to sharing the rides between the users and increasing utilization of the vehicle.</p>
<p>While listening to this interview, try to identify the priorities for i) the user ii) the operator (company that operates the service) iii) the government. Once you do, you may notice that they do not always overlap and each side has their own set of goals. As a result, regulating transportation industry has become more complicated than ever before.</p>
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<p>Now that we have identified different stakeholders and their priorities, we will discuss transportation as a business model. In the next unit, you will hear from Prof. Christo Venter from the University of Pretoria in South Africa who will give a lecture highlighting the costs, revenues, and methods of financing often practiced in the transportation sector.</p>
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