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Hans Arby - UbiGo

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CSA Conference 2018

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Hans Arby - UbiGo

  1. 1. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Photo: Sheraton, Stockholm MaaS – what’s in it for you? Hans Arby, UbiGo
  2. 2. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS • The MaaS pioneer • Based on a true story – the Gothenburg pilot • Stockholm (re-)launch now • Fully integrated MaaS – flexible subscriptions • International franchise concept MaaSterplan KOMiLand LIMA
  3. 3. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Public transport All travel at your fingertips Car sharing Rental car Taxi Bike sharing Subscription Support App TBA • One bill, one contract, one app • 24/7 support • Flexible subscription • For the whole household • No fixed fees, easy to change – or drop out • Roll over to the next month, add if you need more
  4. 4. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS “We don’t want to loose the close relationship we have with our customers”
  5. 5. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS How to build an ecosystemKnown barriers and obstacles to collaboration in MaaS ecosystems The perceived risk of cannibalisation The perceived risk to brands The perceived risk of losing existing customer relationships The lack of a shared vision for MaaS A lack of understanding of what MaaS is within key organisations The pervasive role of existing roles and identities Misaligned values within different organisations Uncertainties regarding the MaaS business case and business models A lack of key competences within certain organisations The lack of an entrepreneurial mindset, or “not invented here” syndrome A lack of understanding related to users’ wants and preferences A lack of understanding related to key customer segments A lack of understanding related to W2P and market demand for MaaS Source: Project IRIMS
  6. 6. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Source: Gunnar Nehrke @ UITP MaaS training, May 2018
  7. 7. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS “We don’t want to loose the close relationship we have with our customers” You don’t have to – and we will bring you new customers that we can share
  8. 8. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS The Gothenburg pilot • 70 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
  9. 9. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS About the car sharing (Sunfleet) • Pricemodel: Subscription on hours, average 14h/month • About 45 % of revenue from “car” • Only 12 % of all users were car share members before • No-one signed on car sharing after the test (besides the returning 12%) Convenience Economy Environment CuriosityBefore Convenience Economy Environment Curiosity At the end
  10. 10. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS • There are MaaS and there are MaaS.... Why?
  11. 11. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS MaaS topology (Sochor, Arby, Karlsson et al) No integration: Single, separate services Integration of service offer Bundling/subscription - responsibility Integration of payment: Single trip - find, book and pay Integration of information: Multimodal travelplaner, price info Integration of societal goals Governance & PP-cooperation 0 1 2 3 4
  12. 12. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS • There are MaaS and there are MaaS • No cannibalism – we create new customer by converting car owners • No race to the bottom – we have just one preferred partner per mode • Joint ownership of customers – we share relations and data in the closed ecosystem • Creating more value – we innovate the combined service together • We make it easier for B2B – real estate owners and companies want many services, but just one contract Why?
  13. 13. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS • Better availability • Attractive prices – and long term profitable car sharing What we want from you Weekdays Weekends Number of cars 5 Need Loosing money Loosing revenues and customer satisfaction Availability
  14. 14. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS • Better availability • Attractive prices – and long term profitable car sharing • The ability to scale with us – with 30 000 households in 3 years we would need 2-3 000 cars in Stockholm • Customers just want easy access to a car for a couple of hours, days or weeks. What we want from you Car sharing + rental car = True
  15. 15. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Source: S Sørensen
  16. 16. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Source: Søren Sørensen Share data Share business
  17. 17. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Photo: Sheraton, Stockholm Thank you hans.arby@ubigo.me www.ubigo.me
  18. 18. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS
  19. 19. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS Focus: car sharing • Pricemodel: Subscription on hours • About 45 % of revenue from “car” • Users over-estimated their need of car • Only 12 % of all users were car share members before • No-one signed on car sharing after the test (besides the 12%) Number of tickets/bookings Car sharing 160 100
  20. 20. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS The Gothenburg pilot • 70 paying households • 6 months • Flexible subscription (≈ 130€/month) • 20 cars in storage • 0 drop outs • >12 000 bookings/transactions Satisfaction with transport 0 10 20 30 40 50 60 70 80 90 100 Before During End 6 mon later % Satisfied % Very Satisfied • Mostly normal • Curios and quite demanding = early adopters
  21. 21. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS
  22. 22. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS • 50% say that the changed behaviour will remain • 32% say that the changed behaviour will remain if • “… we can use a punch-card system like the one in UbiGo” • “… if it will be as easy to travel” • 17% say the changed behaviour will NOT remain • due to moving • “… because I will not have access to UbiGo” raison d'être These50%needsus These50%likeus
  23. 23. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS
  24. 24. URBAN MOBILITY CSA Paris 2018 – Car sharing 3.0 and MaaS

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