Full weekend design thinking and developing ideas spent in Berlin with students, entrepreneurs and fellow industry colleagues to figure out how urban mobility will look like in the future. No coding, only hacking our well-stablished cliches and painpoints regarding mobility for the better!

1. (new) business models
shaping future mobility
Josep Laborda
Intelligent Mobility Project Manager, RACC
Business Model Innovation in MaaS Hackathon - Impact Hub Berlin, June 9-11 2017

2. GLOBAL TRENDS
(some) challenges facing humanity

3. urbanization

4. air pollution

5. gridlock

6. TECHNOLOGY & BUSINESS TRENDS
connectivity, IoT; automation, electric vehicles, sharing economy

7. connectivity

9. network effect
traditional value
chain
“prosumer”, digital
reputation

10. digital disruption
Source:TomGoodwin(TechCrunch);Frost&SullivanSource:TomGoodwin(TechCrunch);Frost&Sullivan

11. cows “like” cars

12. access over ownership

13. MULTIMODAL, SHARED, “AS A SERVICE”
future urban mobility

14. growth of ride sharing business models
Source:Frost&Sullivan

15. from car-based mobility to MaaS
Source:MaaSGlobal
is easy (*)
MaaS makes it easier (**)
(*) … but expensive (TCO),
polluting, needs parking, etc.
(**) … cheaper, more convenient, easier
(travel planner, etc.), smartphone is key, etc.
Source:MaaSGlobal

16. Mobility as a Service
Source:EricssonSource:Ericsson

17. MaaS pitch
Source:MaaSGlobalSource:MaaSGlobal

18. 3 ways for markets to evolve
Source:MaaSGlobalSource:MaaSGlobal

19. it’s an ecosystem thing...
Source:Frost&Sullivan

20. and it must be user centric...
Big Data
algorithms
new business models
travel experience
MaaS
Big Data
trust, security, privacy

21. ride-sharing + transit

22. Lyft + miles

23. a virtuous circle
eases
- components
- maintenance
- range
anxiety
smallereases
development
accelerates
adoption + efficiency
- operational
costs(drivers)
- maintenance
costs
smaller
vehicles
Source:ChunkaMui

24. some system effects with AVs

25. THE CUSTOMER JOURNEY
the travel experience, pain points

26. mobility is how to get from A to B

27. directions explained

28. directions (better) explained

29. what drives me?
time
health benefits
convenience
cost
carbon
footprint
health benefits
preferred mode
of transport

30. what drives me?
time

31. customized options

32. NEW BUSINESS MODELS
disrupt, disrupt, disrupt

33. the “Ubers for X”
of Transportation”“
“ of Travel”“
of Cars”“

34. the “Ubers for X”
of Transportation”“
of Travel”“
of Cars”“

35. combine business models
Picture source: CAR SHARING Il business che si muove – Carlo Iacovini
P2P carsharing + traditional car dealerships

36. auto-disruption

37. getting rid of drivers
“The reason Uber could be expensive is because you’re not just paying
for the car — you’re paying for the other dude in the car. When there’s
no other dude in the car, the cost of taking an Uber anywhere
becomes cheaper than owning a vehicle.” Travis Kalanick, CEO Uber

38. ride-sharing + real estate

39. radical congestion solver

40. e-commerce

41. key factorslegal framework
insurance
technology
safety / security
infrastructure
PPP
privacy
user acceptance

43. key takeaways
• it‘s an ecosystem thing
• end of “one size fits all”, customization of the travel experience
• innovation, lean thinking & PPP
• digital disruption, network effect
• public transit from B2C to B2B model• public transit from B2C to B2B model
• big open data
• opportunity with LBS, cross-selling
• separate “production” from “commercialization”
• political buy-in needed
• (shared) business model, (shared) KPIs
• from TCO to TCM
• MaaS a shift paradigm, must be user-centric

44. from Barcelona 1992......to Tokyo 2020

45. Josep Laborda
linkedin.com/in/joseplaborda
@josik35
josep_laborda@yahoo.es
Future is today. Let’s shape it!