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RTA endorses innovation strategy to enhance its leading role

The strategy adopted is based on leadership, supremacy and impact

The Board of Executive Directors of the Roads and Transport Authority (RTA), chaired by HE Mattar Al Tayer, Director General and Chairman of the Board of Executive Directors of RTA, has endorsed the new Innovation Strategy of RTA based on three key drivers; leadership, supremacy and impact. The strategy is aimed at empowering the RTA to deliver inspiring innovation for the present and future generations.

“Innovation is the exceptional change that prompts all parties to improve products, services and business processes in a way that generates a sustainable added value to all community segments,” said Al Tayer.

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“Through its innovation strategy, the RTA is seeking to assume a leading position in the field of transport at the regional and global levels, excel in delivering services and products to customers, and generate a substantial impact at various levels through coping with all challenges in the way of realizing its vision of Safe & Smooth Transport for All.

“The innovation strategy has identified six areas to focus on. The first is the smart city where the aim is to realize the vision of Dubai Government in making Dubai the smartest city worldwide. The second is the achieving of excellence in RTA services and products through offering 7-star customer services. The third is the integrated mobility means with the aim of providing high-class mobility experience in Dubai city and meeting the future needs of an integrated transportation and infrastructure. The fourth aspect spotlighted by the strategy is the safety & environmental sustainability with the aim of maintaining the welfare of Dubai residents & visitors, and playing a leading role in conserving the environment. The fifth element is the improvement of internal efficiency through sustained improvements of internal operations with the aim of maintaining the high profile of the RTA as a patron of innovation. The sixth is the economic growth of Dubai aimed towards enhancing the sustainable development of the Emirate.

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“The strategy classified innovation into three types; the first is gradual innovation; which relates to the development of better, faster and cost-effective services and products which do not lead to generating above-average returns. This sort of innovation contributes to improvements in the performance, cost and value added to customer by a rate ranging from 2 to 25%. The second type is the core innovation; which is associated with a core change in technology used or the business model of products & services that lead to improvements in performance, cost and value added by more than 25%. The third type is the transitional innovation (root) concerned with setting new structures for competition in technologies or cost, besides bringing about a revolution in technologies, business models or creating an added value to the customer.

The strategy classified RTA’s innovations into four key areas. The first is leadership & management; which relates to the adoption of innovative practices in leadership, innovation culture, development of administrative programs, and management & governance systems. The second area is a business model designed in a way specifying how the RTA can promote, sell and deliver value to customers. The third is operation & processes which is focused on innovation in improving operation procedures & methodologies and harnessing them towards serving customers, streamlining services offered and stepping up internal efficiency. The fourth areas is products & services covering the introduction of new products & services or improving the existing ones.

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Innovation Methodology
The RTA has accorded special attention to creativity and innovation and was keen to impart it in its various projects as it believes that its growth, progress and competitiveness in excellence fields depends largely on its innovation methodology, thus giving added value to all its projects and services to overcome transport challenges in Dubai emirate.

Three years ago, the RTA launched the Creativity & Knowledge Week initiative as an annual event, comprising a series of events and activities including the Knowledge Cup and Creativity Contest. It has also invited leading figures to share their success stories with employees, and conducted short courses of relevance to its business domain. In recent years, the RTA has radically changed its practices in “Innovation Management” rendering it an integral part of the corporate system. In 2014 it developed a Research, Development and Innovation Section, affiliated to the Office of the Director-General and Chairman of the Board of Executive Directors, and set up innovation teams in all affiliated sectors and agencies. It has also launched an annual Scientific Research award, and established an Innovation Lab concerned with the implementation of the best global practices in various RTA’s work fields. The RTA has also endorsed the outline of corporate researches, together with the corporate research plan for 2015-2021.

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The RTA has accomplished several creative and innovative projects highlighted by the Dubai Metro and Dubai Tram projects, which have contributed to coaxing a quantum shift in mass transit systems in Dubai emirate. Another flagship project undertaken by the RTA is transformation of all services into smart services designed to be innovative and user-friendly. The RTA has also inaugurated the Smart Mall service, the first of its kind worldwide, in five Metro stations, where users can do shopping via innovative, interactive screens. The RTA has also embarked on the installation of 100 smart air-conditioned bus shelters fitted with free internet service enabling riders to process a variety of services. The RTA is currently considering the use of smart driverless vehicles in Dubai, as part of its efforts to introduce cutting-edge technologies in smart mobility to be used in Expo 2020. It is also mulling the introduction of the Smart Rental initiative through the deployment of dedicated vehicles to lift mass transit users (particularly Dubai Metro riders) to their final destinations.