Broadleaf Selected for Digital Transformation Projects in Asia (ADX) – Manila Newsletter


Broadleaf Co., Ltd. (Headquarters: Shinagawa City, Tokyo; Representative Director and Chairman: Kenji Oyama; hereinafter “Broadleaf”), an IT developer and service provider focused on the automotive aftermarket industry, has announced that its proposal is ‘called: “Pilot Project for an Intelligent Mobility Platform in the Philippines”, was selected by the Japan Foreign Trade Organization (hereinafter “JETRO”) for Digital Transformation Projects in Asia (ADX) (administered by JETRO) and will be implemented by the AEM-METI Economic and Industrial Cooperation Committee (hereinafter “AMEICC”) as part of the supplementary budget for fiscal year 2020 of the Ministry of the Economy, Trade and Industry (hereinafter “METI”).

Context of the application for digital transformation projects in Asia (ADX)

Broadleaf has made Digital Transformation (DX) the main theme of its medium-term management plans from 2021 to 2023. It has also positioned the development of a MaaS (Mobility as a Service) platform as one of their priorities. strategic for this period. Broadleaf believes that a MaaS platform has the potential to improve the convenience of daily life, narrow the mobility gap, and reduce the environmental impact of transportation for people in the Philippines and other countries. from ASEAN.

In addition, Broadleaf participated in a new public transport model project in Pasay City, Philippines National Capital Region, which was launched in December 2020. As Broadleaf has already developed the basic functions of the system and established a framework for the implementation of the project, while also having experience of working with local companies in the Philippines, he felt that the model project met the objectives of the Digital Transformation Projects in Asia (ADX), which led to the decision to submit a proposal for the program.

Aim of the pilot project

The Philippines faces major challenges such as chronic traffic jams and environmental pollution due to its rapid urbanization and increasing population density. As the government encourages the electrification of public transport services as part of its environmental measures, there is an urgent need to improve the profitability of services in order to accelerate the introduction of expensive electric vehicles. With the adoption of its pilot for Digital Transformation Projects in Asia (ADX), Broadleaf aims to use the knowledge it has gained so far to establish a new regional transport model in the Philippines through a public partnership. -private with METI, AMEICC, and JETRO.

Pilot project details

The pilot project, which will be carried out in the Philippines in collaboration with a local partner company, Angat Pilipinas Transport Cooperative (hereinafter “APTC”), will include the following:

1) Provision of an electronic payment system for payment of cashless transport tickets and boarding reservations.

2) Provision of an operational management system to view vehicle locations, manage vehicle dispatch schedules, etc.

3) Introduction of a MaaS platform that integrates the Big Data analysis infrastructure collected from these systems.

Model diagram of the pilot project

The local partner company, APTC, is a transport cooperative operated by the National Council for Solo Parents (hereafter “NCSP”), a large NPO that supports single parent households across the Philippines, has the following three objectives for the project :

1) Use the profits from its transport activity to finance activities aimed at supporting single-parent households.

2) Create employment opportunities for single-parent households.

3) Achieve decarbonization by adopting environmentally friendly electric vehicles.

Broadleaf strongly agrees with the activities of the NCSP and the APTC, including their support for single parent households and doing business in an environmentally responsible manner.

Through this pilot project, Broadleaf aims to reduce greenhouse gas emissions and traffic congestion by increasing the use of electric tricycles. The great versatility of the cloud-based MaaS platform developed and provided by Broadleaf allows the platform to be applied not only to electric tricycles, but to all mobility services, including those using four-way vehicles. and two wheels. Broadleaf believes the platform will help establish a new regional transportation model. In addition, through its collaboration with APTC, Broadleaf will help address various social issues facing the Philippines, such as creating jobs for single parent households, while also contributing to the achievement of the SDGs.

About Digital Transformation Projects in Asia (ADX)

The aim of this initiative is to solve economic and social problems in the ASEAN region and promote the social implementation of digital innovation as a joint ASEAN-Japan effort through the support of pilot projects using digital technology carried out in collaboration between Japanese and local companies.

About the Angat Pilipinas Transport Cooperative (APTC)

APTC is a transport business cooperative operated by NCSP, a large NPO that supports single parent households across the Philippines. It offers an exclusive premium service for single parent households and also offers discounted services to NCSP members.

In addition, by adopting electric vehicles eligible for the Utility Vehicle Modernization Program (PUVM), a program promoted by the Philippine Department of Transportation, and using a platform that integrates the modes of operation of tricycles, secondary modes of transport and jeepneys, which are used to provide last mile service, which are routes from major stations to shopping districts and other destinations, this platform enables vehicle dispatch, payment and operations management. Both modes use environmentally friendly electric vehicles. Finally, the drivers will benefit from generous social benefits in addition to their regular remuneration within the framework of a social program.



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