PRiority and INCEntives for modal change


PRINCE aims at the definition and implementation of integrated incentive / loyalty / reward / discount policies linked to the use of sustainable modes of urban transport for study purposes.
The target is therefore a user segment with heterogeneous mobility patterns and therefore requires a mix of different policies, suitable for the different transport needs, and capable of considering both public transport and other sustainable transport modes in an integrated manner (cycling, pedestrian, bike or car sharing …).


In terms of incentive / discount policies, at Italian and European level there are only a few specific experiences. The work already carried out by the Municipality of Genoa and some of its partners within the European MOVEUS project made it possible to acquire a robust knowledge background, as well as to develop the technological tools for the management and monitoring of processes at a prototype level.
Finally, the solutions studied and adopted present elements of scalability, in order to be easily adapted to typologies of systematic movement with similar characteristics (such as home-work travel) and, secondly, to the entire city universe.

Why focus on incentive and reward policies?
In order to obtain significant reductions in the emission of pollutants and energy consumption linked to the world of transport, the individual citizen must adopt a different behavior to meet his needs for movement, therefore providing either a different mode of transport or replacement and / or cancellation of some trips.
However, changing mobility habits is not a simple process and is usually forced through the introduction of restrictive policies such as, for example, traffic bans or pricing applied to road access or parking.
A new way of understanding city mobility, according to some recent studies in the context of projects at European level, instead, envisages the use of incentive policies as a lever for sustainability: it is in fact likely that an adequate mix between tariff policies, monetary incentives or in kind can represent for the citizen a strong enough ‘nudge’ to reduce by a significant percentage the mileage directly carried out in the urban environment or to switch to other modes of transport.

Specifically, the actions conducted by the project refer to two macro-areas of intervention:
a) implementation of loyalty policies for the use of low- impact transport modes
b) implementation of incentive policies for modal change, each declined into a set of detailed application schemes according to the specific characteristics of the target user.


The partnership is a mix of public and private stakeholders, comprising local authorities, academic partners, service providers and private companies:

The Municipality of Genoa (CDG) coordinates the project and ensures compliance with the project objectives.
CDG will define and implement the incentive and reward schemes in collaboration with the partners, prepare the appropriate agreements with the stakeholders and third parties that will be involved, oversee the development of technological systems and the communication and monitoring phases.

Mobility and Transport Company (AMT – Azienda Mobilità e Trasporti) is a company 100% owned by the Municipality and manages the local public transport service in the city. AMT take care of aspects related to the loyalty policies and the incentives connected to public transport.

Genova Parcheggi (GEPARK) is a company 100% owned by the Municipality and manages parking services on public land and bike sharing. GEPARK take care of incentives for bike sharing and parking.

The University of Genoa (UNIGE), plays a central role in the development and application of incentive / reward schemes for university students.

Genova Car Sharing (GCS) is the operator of the city car sharing service. GCS take care of incentives related to car sharing, as well as support CDG in communication activities.

Quaeryon (QRY) is a private consultancy company, already partner with the Municipality of the MOVEUS project and co-owner of the intellectual property rights of the model and software of positive incentives. QRY supports CDG and AMT in the definition and implementation of the reward and incentive policies and conducts the analysis of the business model and economic sustainability

algoWatt (AlgoWatt), already partner with CDG and QRY in the MOVEUS project and co-holder of the intellectual property rights of the model and software of positive incentives, take care in particular of the development of technological tools to support the schemes and policies implemented.



Genoa Municipality


National experimental home-school and home-work mobility program; Law n. 221 of 28/12/2015 – Art. 5: Provisions to encourage sustainable mobility.
Detailed Operational Program (POD). Ministry of the environment.


February 8 2018


36 months