Mobility as a Service (MaaS) concept and IRIS partners in Gothenburg, Sweden are transforming our relationship to car ownership, mobility behaviours and improving urban sustainability. The EC2B mobility concept and business model is creating value for: USERS - as an alternative to owning a car, enabling more sustainable lifestyle PROPERTY DEVELOPERS – with a sustainable mobility concept, alternative to providing expensive car parking TRANSPORT OPERATORS - through a bigger market, opportunity to attract new customers, and CITIES - boosting sustainable development, fewer cars and more sustainable land use Learn about the concept and takeup by citizens, residents, housing developers and local authorities making this MaaS business model a success to inspire you.

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Developing & applying a
successful MaaS
business model
March 2020

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A successful MaaS business model
Webinar in the framework of the IRIS project knowledge exchange activities
• Welcome and introduction to Transition Track #3: smart e-mobility sector.
• Brief introduction to Integrated Solutions 3.2: Innovative Mobility Services for the Citizens.
• A brief presentation about Trivector and other partners that collaborate in IRIS project in the city of
• Gothenburg.
• Background with introduction to the Swedish context.
• Presentation of the MaaS concept EC2B implemented in Gothenburg, including the business model.
• Demonstrator 1: Presentation of the first monitoring results from the implementation of the MaaS concept
• EC2B in housing complex Brf Viva and the lessons learned so far.
• Demonstrator 2: A light version of the EC2B service will be implemented in the Johanneberg University
• campus during 2020, focusing on business trips. Brief presentation about the activities planned.
• Questions and Answers.

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IRIS Project: Making urban environments better
places for citizens and the planet
Who we are What we do

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An international
collective set to grow
Lighthouse cities:
Fellow cities :
Observer cities
Gothenburg
Utrecht
Nice Côte d’Azur
Focsani
Alexandroupolis
Vaasa
Santa Cruz de Tenerife

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Transition Track 3: Smart e-Mobility Sector
Integrated Solutions
Lighthouse Cities Follower Cities
Utrecht
NiceCote
d’Azur
Gothenburg
Vaasa
Alexandrou
polis
SantaCruz
deTenerife
Focsani
IS-3.1: Smart Solar V2G
EVs charging
P D R P D R P - R R R R R
IS-3.2: Innovative
Mobility Services for
the Citizens
P D R P D R P D R R R R R
Two complementary main streams:
ü Electromobility (V2G)
ü Mobility-as-a-service / car-sharing
IS-3.1: Vehicle-to-grid and smart
solar charging
IS-3.2: Innovative Mobility Services

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Main objectives
• Increasing the use of renewable energies in the mobility sector
(Electric Vehicles)
• Increasing the use of Car-sharing systems (fleet management
schemes and services)
• Reducing the use of Private vehicles (MaaS promoting)

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This project has received funding from the European Union’s Horizon 2020 research
and innovation program under grant agreement No 774199
EC2B: A successful MaaS
business model

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Trivector and EC2B
Emma Lund, task leader of T7.5 in IRIS
emma.lund@trivector.se
Björn Wendle, CEO of EC2B mobility
bjorn@ec2b.se

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The local team

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Parking – so expensive, noone is expected to pay the full cost
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Multi-storey
parking
10-20.000 €/lot
150-200 €/month
Garage
20-50.000 €/lot
250-450 €/month
Customer pays
70-80 €/month

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A swedish car is used 3-4 % of time
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Concept of « Flexible parking norms »
Reducing the number of parking lots
for other mobility measures
Aim: to reduce car traffic in the city
Many Swedish municipalities offer the possibility to reduce the
number of stipulated parking lots in new developments in exchange
for other mobility measures:
• Car sharing schemes for the tenants
• Access to shared bikes
• Rebates on public transport
• Growing interest in Mobility as a Service

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Example of parking requirements, Gothenburg
Normal parking requirements in different districts:
• City centre 0,2-0,5 parking lots/apartment
• New development areas: 0,3-0,6 parking lots/apartment
• Other areas: 0,4-1 parking lots/apartment
Depending on:
• Accessibility (Public transport, bicycle infrastructure)
• Size of apartments
• Implementation of mobility measures, such as car sharing, cargo
bikes MaaS etc

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Program
Easy to be
&
Easy to B
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Easier everyday life with EC2B

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Program
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Mobility as a service for real estate
Mobility CoachingMobility services Community

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Users - alternative to owning a car, enabling more sustainable life-style
Property developers – a sustainable mobility concept, alternative to providing expensive
car parking
Transport operators - bigger market, opportunity to attract new customers
Cities - Sustainable development, fewer cars and more sustainable land use
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EC2B creates value for:

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Bostadsrättföreningen Viva
132 apartments
Car-free housing (zero parking lots)
Winner of several awards for innovative
housing development
EC2B launched in March 2019
Demonstrator 1: Brf Viva

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•Booking of shared cars and bikes
•Payment
•Purchase of public transport tickets
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The digital service

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Program
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The EC2B service in Brf Viva
App
-
Information,
booking and
payment
Bikes etc
-
5 e-bikes
3 cargo bikes
(1 Zbee)
Public
transport
-
Tram
2 bus lines within
walking distance
Car sharing
-
4 e-cars
Other cars within
walking distance
Infrastructure
-
Easy access bicycle
garage
Charging
Bike workshop and
washing station
Information
-
Info meetings
Individual
counselling
Support EC2B

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E-bikes and Zbee
• e-bikes used nearly every day
• Cargo bikes used during weekends
• Zbee used during week-ends, especially when rainy
• Generous booking rules
• Good availability
• But: the bikes need quite a lot of service

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Public transport
• First MaaS pilot in Sweden to include sale of digital
public transport tickets in app
• 2 weeks trial offer for new tenants
• Temporal rebate on tickets to stimulate use of app
• Low usage of this functionality, difficult to compete
with PT operator’s own application

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•4 e-cars Renault Zoe from Sunfleet (carsharing company)
•Membership in car sharing included in rent of apartment
•80% of apartments have activated membership
•Normally 30-40 %
•Tenants make 70% of their Sunfleet bookings in the Viva pool
•Reflects their needs for other car types (larger, cargo, range)
•The cars at Brf Viva are used also by others
•These are Sunfleet’s only e-cars in the neighbourhood 23
Car sharing

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•Participation in 3 general introductory meetings
•3 ”mobility evenings” with opportunity to ask
questions, register, try the vehicles etc.
•About 40 % of tenants participated
•18 personal coaching sessions
•30 coaching sessions over telephone
•Topics covered: travel habits, the EC2B app, the shared vehicles, insurance
issues etc
•Important input to get to know our customers 24
Mobility coaching

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Mobility as a service is new for everyone – tenants, property developers, municipalities, service
providers, platform providers…
Usage of shared services is higher in Viva than in ”ordinary” developments
Mobility as a service is appreciated by many but does not suit everyone
Car ownership is low, but not zero
Behavioural change takes time, also in new developments
Important to have capacity (and possibility) to handle many uncertainties underway
We learned a lot about how to set up and run a MaaS concept!
Lessons learned

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Recommendations
• Zero parking accommodation can contribute significantly to more sustainable cities, but keep expectations on a
reasonable level
• Mobility as a service is not just more services – coordination, packaging and conceptual thinking increase the
potential, but this does not happen without effort
• Mobility coaching is important – many users need introduction and the opportunity to try services
• Demand high quality and sustainability – all mobility services will not be equally good
• Support scaling up of services in new developments as well as existing areas
• Stay open to further development and innovation, the transition has only begun

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Program
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Demonstrator 2: Campus Johanneberg
Pilot for business travel, 300-500 users
Local hubs of shared e-bikes
Car sharing (MoveAbout)
Public transport (Västtrafik)
City wide bike sharing, Taxi
Easy invoicing
To be implemented from September 2020
Collaboration between actors on campus
Property owners
Employers
Aim of demonstrator to prepare for procurement of commercial MaaS at campus
For more details, contact Rasmus Sundberg
Rasmus.sundberg@trivector.se

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Questions and answers

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Webinar
@IRISsmartcities
https://irissmartcities.eu