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EY Mobility Wavespace

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The collection of slides from our recent Future of Mobility wavespace event at Automotive News Europe conference in Gothenburg.

Published in: Automotive
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EY Mobility Wavespace

  1. 1. When mobility is a service, will you choose the destination or the journey?
  2. 2. Today but Tomorrow 71% 63% 88% of travelers do not engage in transport modal choice of SMILE pilot respondents tried new routes of trips by Helsinki Whim respondents involved public transport (previously 48%) Consumers are willing to change transport choices when Mobility-as-a- Service (MaaS) options are offered Sources: EY analysis, SMILE pilot user survey 2014, Whim: WHIMPACT report by Ramboll 2019
  3. 3. Who are the key ecosystem players for MaaS? How will mobility happen? How can we ensure safety & sustainability? How will we maintain profitability for today while investing in mobility for tomorrow? How do we future-proof charging infrastructures? How can you accelerate customer adoption of MaaS and who are the key ecosystem players?
  4. 4. 1. Thought starters 2. Challenges for MaaS 3. Mobility consumer personas 4. Experience design 5. Pitch and closing thoughts Exclusive ideation session held prior to the 2019 Automotive News Europe Congress in Gothenburg, Sweden Focus: Accelerating the adoption of mobility-as-a-service What we know: Consumers are willing to change transport choices when MaaS options are offered as seen in various cities Agenda for the session:
  5. 5. wavespace helps: • Experience-led design • Rapid prototyping • Enterprise and innovation strategy • Disruptive technology showcase • Advanced analytics and AI wavespace brings you: • Proven environment and methodology that create insight and inspiration • Innovative and collaborative support for key projects and problem statements • Digital assets that help distinguish client solutions EY wavespace™ | Overview of ideation sessions
  6. 6. Lunch Box Shuttles W 3 Whatever, Whenever, Wherever On-demand Shared Multi-modal Network The world of mobility at your feet 1 You can trust us 2 You are unique 3 Teams created three experience designs*: All accelerating customer uptake through market variety Huge GDP increase foreseen. Taxes to be lowered soon. Family happiness index at highest level ever. News headline Flexible, suburban “Lunch Box Shuttle” gives autonomy for all *Actual content from wavespace session
  7. 7. This requires thinking beyond the current often narrow view of the urban commuter Current focus is on traditional consumers in urban environments. However, real need is potentially beyond these well served commuters. Pick me up, I need to get there now! You are late! Family and child I love to live, but I never have time for it! Urban time poor Don’t take my car away! Suburban blue collar To create meaningful mobility solutions, you need to know your users and care about their lives! “ “ “
  8. 8. But who will own and operate the assets? All concepts were platform plays or marketplaces discussed in the session All business models: • Were focused on being the integrator, owning the customer through data-driven understanding • Had AI and predictive as a core feature • Were reliant on utilization of shared assets and access to mobility data Mobility Ecosystem Demand Service Supply/ Capacity Infra- structure CityDataIngestion Metro, regional, cross-regional, national infrastructure OEMs Private Transport Personal Transport Multi-modal journey planner (MMJP) Routing Payment Dispatching Payment MMJP Passenger Mass Transit Ticketing Cloud
  9. 9. Where freemium models are likely but free is the key • Over the past decade “freemium”—a combination of “free” and “premium”—has become the dominant business model • New business models require new design around platform economics for the customer • How will customers fully understand the premium offer? • What is your expected conversion rate? • How will you determine optimum price points for premium subscription services? • Is your business prepared for the conversion life cycle? • Can you nurture the customer? • How will you recognize brand enthusiasts who drive others in? • Are you truly committed to ongoing innovation? Core operational processes Integration, data & Analytics Product Layer Anatomy of a Platform Core infrastructure Customer experience
  10. 10. The focus is not on autonomous cars – all transport modes are needed to provide a wider appeal ► Micro-mobility. There was a great emphasis on the new forms of transport and the benefits they bring: ► Increased health services ► Reduction in pollution ► Less congestion ► Better convenience and less cost ► Sharing Gen2.0 is key to mass adoption, allowing affordability and new sharing models to be brought to the fore, for both car and purpose-built vehicles. Customer benefits range from productivity to affordable luxury. ► Re-Defining Ownership. When developing new ownership models, you need: ► Sharing from the outset ► Value exchange ► Personal aspiration ► Electrification
  11. 11. From the wavespaceTM session, what questions should potential players ask? • Will mobility markets evolve into marketplaces or platforms? Or both? • What is the play for the asset operator and service provider? • Is this characterized by one or many markets? • Is there a business model that delivers value to all by being free to travelers? • If there are many markets, does a viable business model require playing in more than one? • How to best enter the market now and profitably?
  12. 12. For more information, please contact us Martin Cardell EY EMEIA Automotive & Transportation Leader martin.cardell@se.ey.com John Simlett EY Global Future of Mobility Leader jsimlett@uk.ey.com Visit us at ey.com/futureofmobility Follow @EY_Automotive
  13. 13. EY | Assurance | Tax | Transactions | Advisory About EY EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities. EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. Information about how EY collects and uses personal data and a description of the rights individuals have under data protection legislation are available via ey.com/privacy. For more information about our organization, please visit ey.com. About the EY Advanced Manufacturing & Mobility sector Urbanization, changing consumer expectations and emerging digital technologies are reshaping what’s possible, from the production and distribution of goods to the transportation of people. To succeed in this new world of mobility and smart manufacturing, incumbents must transform themselves at unprecedented speed — to think like an innovative startup, tap into new talent and engage the customer. With experience across the value chain and key technology alliances, our teams show clients how to create efficiencies now while adopting digitization and optionality for long-term growth. Automotive, transportation, aerospace, defense, chemicals and industrial products companies can draw on the strength of our network of cross- industry players and put our diverse range of approaches to use today to equip their businesses for tomorrow. Ernst & Young LLP is a client-serving member firm of Ernst & Young Global Limited operating in the US. Ernst & Young LLP, an equal opportunity employer, values the diversity of our workforce and the knowledge of our people. © 2019 Ernst & Young LLP. All Rights Reserved. EYG no. 002831-19Gbl ED none This material has been prepared for general informational purposes only and is not intended to be relied upon as accounting, tax or other professional advice. Please refer to your advisors for specific advice. ey.com/futureofmobility

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