Cracking the Timely Mile
“The Timely Mile” is about to be cracked with Lyft’s new program called Scheduled Rides.
The “Timely Mile” is about waiting for a bus or taxi, and fearing that the service will not show up on time. Rather than run that risk, people will choose to drive themselves. Driving takes precedence when you have to get to the airport on time, or show up promptly for an appointment or business deal.
Lyft has a solution for the “Timely Mile” with a new program. The pilot, in San Francisco, is called Scheduled Rides. It allows riders tap a clock icon and set the desired time for a pickup. Their trip can be scheduled up to 24 hours in advance but cancelled up to 30 minutes before the requested time.
“Scheduled Rides” may seem like a small wave but it has the potential to be a bigger swell. The ability to control “Timely Miles” can bring new riders, and new opportunities for transit network companies (TNCs).
Today, public transit and walking have become more accessible because the TNCs help sort out the “first/last mile” issues for users. Now, “Scheduled Rides” begins to sort out a different piece of the transportation puzzle. It can help time-sensitive car owners feel less dependent on the need to drive.
Old and Timely
Admittedly, transportation to/from the airport will be first.
Still, one the first markets for “Scheduled Rides” will be seniors. Seniors frequently depend on public transportation to get to and from appointments, but are still reluctant to use Uber and Lyft. Since 1983, the number of medical trips made by people aged 50 and older has increased fourfold. Yet, transportation options have not kept up. An estimated 3.6 million Americans, of all age groups, miss or delay medical care because they lack appropriate transportation to their appointment.
It is a trust issue for elders, to know when a vehicle is scheduled to come, and when a different one is scheduled for the trip back home. The most needy and dependent seniors are accustomed to scheduling paratransit for medical trips, but there are numerous stories of the paratransit van not showing up on time, or even missing the stop entirely. Currently, trips made in paratransit vehicles do not tend to serve anyone well… the average cost of a paratransit ride is currently $45.00 in Boston, and elsewhere. Since the 1970’s, public transit agencies have had to foot the excessive cost of this specialized, one-on-one service.
Older people who use these services have been “conditioned” to book ahead, sometimes as much as a week in advance. When they switch to a program like Lyft’s Scheduled Rides there will be comfort knowing that the trip has been scheduled in advance. And, because so many older people are awkward using their smartphones for transportation, the 24 hour waiting period will give them the opportunity to check and recheck that they made the booking correctly. Over time, they are likely to become more familiar with how to do a successful booking with their phones.
A prediction is that once older people are comfortable and at ease with this process they will be willing taking many more trips on Lyft and Uber. These will be new trips for shopping, leisure, visits, and recreation.
Younger and Stranded
It would be an oversight to think that Lyft’s program only addresses the “Timely Mile” for the elderly. More than likely, the inspiration for the program came from an anxious Lyft employee working at home in the suburbs of Vallejo Ca. or Pacifica, Ca. wondering if they could make a 5a.m. flight from SFO without driving alone.
There are probably similar stories throughout the suburbs. These suburbanites are already registered with a TNC and use it when they work or travel to a big urban area. But, because they reside in America’s far-flung suburbs where public transit is scant, even taxi service can be unpredictable.
It is not to say that Lyft can guarantee that a driver and vehicle will show up in these far-flung suburbs…Lyft has not released the “behind the curtain magic” that powers the Scheduled Rides algorithm. In today’s suburbia, there does not appear to be a driver available for every need at every hour. That, in itself, may be an important reason that both Lyft and Uber are pursuing partnerships with autonomous vehicles. But, until that technology rolls out, having Scheduled Rides stitches closer together the needs of suburban residents and on-demand vehicles.
Lyft seems to be opening a new playbook- one that can blossom into shared rides everywhere/anytime.