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22nd ITS World Congress, Bordeaux, France, 5–9 October 2015 ITS-2561 Behavior change as a lever to smarter mobility: BNV Mobility Dirk Grevink1*, Elena Umanets² 1. *BNV Mobility, Haagweg 1, Breda, the Netherlands. +31 (0)6 53 17 55 78 d.grevink@ 2. Egis, France Abstract On road stretches with insufficient capacity traffic jams will occur. On the Dutch motorways, especially those surrounding the busy cities of Amsterdam, The Hague, Rotterdam and Utrecht, commuters endure frustrating traffic congestions on a daily basis. These congestions have a negative impact on the economy and on the quality of people’s lives. If only 5% to 10% of all commuters affected by traffic congestion during rush hours postpone their travel this has a significant impact on the global amount of time loss experienced by all road users. Instead of penalising people for road usage, the new approach adopted by the Netherlands is based on stimulating behaviour change towards a more sustainable mobility through positive rewards with cash or presents. BNV Mobility, subsidiary of group Egis, Brisa and Nedmobiel has got 6 years of experience in rush-hour avoidance projects and mobility services providing a complete mobility added-value proposition to consumers and organizations. Keywords: traffic jams, demand management, rewarding behaviour change Dutch response to congestion problem More than ever cities today are facing problems of mobility and congestion. Till now, these problems have been mostly addressed by investing in new roads, widening existing ones and sorting bottlenecks. There are also schemes, mainly used in metropolitan areas, where drivers pay a tax to enter in a certain perimeter (cordon). All cities aim to b