URBAN MOBILITY MaaS & Car sharing · • 20 cars in storage • 0 drop outs • >12 000...
Transcript of URBAN MOBILITY MaaS & Car sharing · • 20 cars in storage • 0 drop outs • >12 000...
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URBAN MOBILITY
URBAN MOBILITY
MaaS & Car sharing
Cretaing value both up- and downstream
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URBAN MOBILITY
Gunnar Nehrke@Fluidtime symposium,Wien, June 2017
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URBAN MOBILITY
There are only three challenges setting up a MaaS-service:
• Getting customers on-board
• Getting transport services providers on-board
• Making money
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URBAN MOBILITY
MaaS operator
Public transport provider Transport service providers
End-users
and…
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URBAN MOBILITY
and…
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URBAN MOBILITY
and…
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URBAN MOBILITY
So why am I (still) here?
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URBAN MOBILITY
Image: Lindholmens Science Park
Subscription on mobility – instead of owning a car
The Gothenburg pilot (Go:smart project):
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URBAN MOBILITY
Why
• Good customers
• Good societal effects
How
• Households
• A B
• A big promise
• Concept: Subscription on mobility
• Design: Attractive and sustainable
Customer segment: Car owners
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URBAN MOBILITY
Why
• Good customers
• Good societal effects
Who (initially)
• Not for everyone
• Geographical (rather than demographical)
• Good PT and not too god parking = quite
dense parts of a city
• Can handle 80-90 % of all trips without a car
– without too much extra effort
Customer segment: Car owners
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URBAN MOBILITY
The Gothenburg pilot 2013-2014
• 70 households paying households
• 6 months
• Flexible subscription (≈ 130€/month)
• 20 cars in storage
• 0 drop outs
• >12 000 bookings/transactions
• Mostly normal
• Curios and quite demanding = early adopters
Convenience Economy
Environment CuriosityBefore
Convenience Economy
Environment Curiosity
At the end
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URBAN MOBILITY
The Gothenburg pilot 2013-2014
• 70 households paying households
• 6 months
• Flexible subscription (≈ 130€/month)
• 20 cars in storage
• 0 drop outs
• >12 000 bookings/transactions
• Mostly normal
• Curios and quite demanding = early adopters
Satisfaction with transport
0
10
20
30
40
50
60
70
80
90
100
Before During End 6 mon
later
% Satisfied % Very Satisfied
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URBAN MOBILITY
Key success factors (the Gothenburg pilot):
• Simplicity
• Flexibility and control
• Low thresholds and no lock-in
• Car sharing
• Public transport
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URBAN MOBILITY
Car sharing as part of the service:
• Regular price model:
monthly fee + booking fee+ hourly fee + km-fee
• “Currency” = hours, including 10 km on average
• Same for all models
• 12 hours = 24 hours; 18 hours = weekend
• Subscription in steps of 6 hours
• Same account/currency used for rental cars
(18 hours= weekend Economy car) etc
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URBAN MOBILITY
”…. putting customers’ needs at the heart of its approach to reduce
car use and specifically noted ’the good potential for replicability’.”
OECD ITF Award for Promising Innovation:
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URBAN MOBILITY
17
+
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URBAN MOBILITY
Mission: To replace car ownership
The car you can subscribe to
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URBAN MOBILITY
Source: Magda Collado
MaaS as in ”car OEM”?
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URBAN MOBILITY
Mission: To replace car ownership
This is what we need to solve
• Price models & Risk sharing
• Customer relation and ownership
• Brand
• Cannibalism
• Backend-integration
And for the car sharing service itself:
• Price & profit
• Availability
• Integration of car rental
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URBAN MOBILITY
MaaS-operator
Creating value – for all
What’s in it for you?
Easy everyday life –without having to own a car
..and capturing enough of it
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URBAN MOBILITY
Upstream value proposition
• Reach new customer segments
• Efficiency
• Preferred suppliers – partnerships
• Different bundling price models
• Sharing customer relation and data
• Honoring brand
• Service innovation
How to handle canibalism etc
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URBAN MOBILITY
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URBAN MOBILITY
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URBAN MOBILITY
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URBAN MOBILITY
Example ofMaaS/pricemodels onlyavailable to MaaS customers
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URBAN MOBILITY
MaaS topology
No integration: Single, separate services
Integration of service offerBundling/subscription - responsibility
3
Integration of payment:Single trip - find, book and pay
2
Integration of information:Multimodal travelplaner, price info
1
0
Integration of societal goalsGovernance & PP-cooperation
4
(Sochor, Arby, Sarasini, Karlsson, Holmberg)
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URBAN MOBILITY
This is what we need to solveAnd for the car sharing service itself:
• Price & profit
• Availability
• Integration of car rental
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URBAN MOBILITY
This is what we need to solveAnd for the car sharing service itself:
• Price & profit
• Availability
• Integration of car rental
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URBAN MOBILITY Rule of transitions:
Everybody has to gain –
Somebody has to lead Leadership prism, Ron Adner
Example from healthcare: e-journals
Sustainable?The car you can subscribe to
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URBAN MOBILITY
Conclusions: • It’s not ideology, it’s business (but with a cause)
• MaaS is more than a new market channel – it creates a new customer segment
• Be part of it, be a partner – but don’t sell out
• Innovate – the MaaS chain is not stronger than the weakest link…
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URBAN MOBILITY 3.0
Image: CBS
Thank you!www.ubigo.me