ABSTRACT
In this chapter, the authors describe a private bottom-up initiative representing a new solution to the problem of reduced mobility caused by traffic jams. A website stimulates people to exchange their job with someone having a similar job, but closer to their home. The idea for the web-based service for commuters was born while being stuck in a traffic jam during the autumn of 2005. Employees facing traffic jams search daily for alternatives closer to home. The primary goal of developing and implementing the project a web-based service called Work Closer to Home, is to significantly lower the amount of traffic during rush hours. The aim of the website is to become the largest platform for various stakeholders in the value chain of job trading to exchange information aimed at finding and providing a job closer to home. Government works on both technical and motivational solutions to solve the congestion problem.
