Beyond the Farebox - Mobility-as-a-Platform
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Beyond the fare box How can Public Transport Operators leverage new technologies to grow revenues beyond the traditional fare box Mobility is a Team Sport - How MaaS platforms can bring passengers back to public transport Mobility as a Platform to monetise the destination
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Beyond the Farebox - Mobility-as-a-Platform
- 3. Missed Opportunities Helping passengers move door to door Building a resilient mobility ecosystem Finding new revenue opportunities When focusing on your farebox
- 4. MOBILITY MUST BE A TEAM SPORT
- 5. UNDERSTAND YOUR CUSTOMER What your Citizens need? Find this out before recruiting the right players
- 6. PLAYER RECRUITMENT AND MANAGEMENT TOOLS Micromobility Microtransit Ridehailing Carsharing Mass Transit Opensource data, standards and tools Players Tools
- 7. IN GAME ANALYSIS & TACTICS Playing by the rules? Changing the tactics..
- 8. INJURY? BUILD YOUR OWN PLAYERS
- 9. SUBSTITUTE PLAYERS WHEN YOU NEED THEM
- 10. MOBILITY TEAM NEED SHARED GOALS Biggest challenge is having shared goals and aligned incentives amongst the players in your mobility team (Equity, Profit, Market Share, Health, Environment, Safety) Now is the chance for cities to reboot their relationships with ride hailing and Micromobility providers
- 11. 🇨🇭 🇨🇭 GO TEAM SWITZERLAND 🇨🇭 🇨🇭 https://www.intelligenttransport.com/transport-news/86644/swiss-railway-mobility-platform/
- 12. MOBILITY-AS-A-PLATFORM Its not about the final stop, its about jobs, health, entertainment & education
- 13. ITS ABOUT THE DESTINATION, NOT THE JOURNEY Departing in 3mins Heading “Rose Pub and Kitchen”
- 14. MOBILITY PLATFORM VERSUS SOCIAL MEDIA PLATFORMS Rider time can offer as much engagement opportunity as Eye ball time
- 15. LOCATION TECH TO UNDERSTAND LIFESTYLE Mobile Location Services
- 16. CONFIDENTIAL© 2017 AXON VIBE AG Understand and predict real-world human behavior to deliver relevant and timely assistance by enabling permanent smartphone-sensor-analytics with efficient battery usage. HUMAN BEHAVIOUR CONFIDENTIAL© 2018 AXON VIBE AG
- 17. DELIVER CONTEXTUAL MOMENTS AT THE DESTINATION Passengers compensated for inconvenient wait times Unexpected outcome? Bigger basket size.
- 18. CONFIDENTIAL© 2017 AXON VIBE AG CONTEXTUAL MOMENTS – FREE BAGGAGE INSURANCE AT DESTINATION
- 19. CONFIDENTIAL© 2018 AXON VIBE AG MOBILITY AS A PLATFORM – MONETISING THE DESTINATION Germany 4.7B London 3.6B France 1.8B Spain 0.6B Madrid 0.7B Vienna 1B Italy 0.9B New York 3.4B Tokyo 6.6B! Hong Kong 1.8B Shenzhen 1.8B Seoul 2B Guangzhou 3B Singapore 1.2B Osaka 1B Kansei 1.5B Hong Kong 3.2B HUGE REACH!
- 20. JR EAST Taking it to the next level Building towns around the destination Creating mobility as a platform ecosystem.
- 21. UNIVERSAL BASIC MOBILITY Monetise the destination and basic mobility can be free for all
Editor's Notes
- Not going to be a sales pitch A little bit, but my biz dev colleagues would not be happy I will mention competitors, in a positive way Also I am diss’ing ticketings Playing devils advocate…
- When we think about ticketing, are we missing the real opportunities? Reach - Making customers happy. Extending our Reach beyond our farebox. Revenue – other opportunities for revenue? Reach – by focusing on your own farebox, we miss the opportunities to fully provide a reliable and resilient service to citizens. There are other fareboxes out there, that can help us! We failed, since we are only focused on one farebox. Revenue - Farebox, misses the opportunity for alternative revenues, when a passenger check-out, they are not checking out, they are just starting! PTOs have massive ridership, they are providing mobility platform for work, commerce, health, education and social experiences. Back to reach Its extremely difficult to meet citizens / passengers needs, particularly during disruptions, where supply cannot meet demands needs. Which can change rapidly. Especially as we are experience now with COVID-19 If the farebox is not there, then she has to fend for herself. Mobility supply chains needs to work together to It cannot be done alone. PTO need to think about not only operating, but managing mobility providers. Mobility should be a team sport Team Sport
- We need to work together to fulfil the needs of citizens Have the ability to adapt as needs change Broadly, this is the goal of Mobility as a Service Sometimes I think we focus too much on the payment part Reducing the financial friction. We need to work out how to work as a team To do this, we need a digital supply chain. We as a team, can meet the demand Learn to adapt what ever the conditions. If we can do this, then citizens will trust us Because we will always try and help them. Before you recruit your team, you need to understand what team you need. You understand what your passengers are doing in your network But what about outside? Well there are tools to help you there
- There are a few vendors that help you Telco data, 3rd party apps, Aggregated and anonymised supposedly with user consent Sythentic models A digital twin of your city. Athought its aggregated data
- Mobility Operators - realtime location - current state (battery) - Usage analysis Mobility Operator compliance - Data Sharing compliance - are they sending valid data - Vehicle counts and trip utilisation Demand and supply management Policy setting Re-balancing Caps Incentives Permit / tendres Subsidising Equitable access - set equitable vehicle utilization and trip targets - prioritise mobility poverty areas - setting public goals (incentive programs, outreach programs) Parking Infrastructure - parking site identification - monitoring parking (usage and compliance) - sharing parking data with all operators - charging operators for parking usage (revenue) - shift on street parking into pick-up/drop-off zones for fleet vehicles - mobility hubs identification for shared modes and mass transit Lane Infrastructure - protected lane identification (high volumes of trips) - bikes and scooters etc.. - share data with city planners - monitoring usage - sharing protected lane data with all operators Sustainability - incentives for shared fleets
- MaaS is about going “digital”, transport- can completely change the service (supply change) to meet the demand l, particularly in crisis
- If we had a team and tools in place Would we have been able to react better to COVID-19? Each team member playing to their strengths? Supporting each other and helping citizens stay safe In order to work as a team, we need shared goals
- Need shared KPIs Equity KPs -Transit Deserts / Mobility poverty Safety KPIs Environment Health Financial We actually need each other to survive. Also, its probably a question of survival, if we work at a team, most of us can survive Open Transport System Shared data & goals Citizen first.
- Crisis is always a good time to make structural changes Now it’s a chance to revaluate public transit Getting Cities moving again with right team players. So we talked about expanding the farebox beyond operating your own, but also managing others. So that you can move citizens door to door Lets assume this is solved, and we have this integrated/realtime/connected network with multiple suppliers. Maybe you solve payments too. Eventually moving people will be a commodity, and like mobile network connectivity, it will be a subscription "you just pay”. If we focus on this, will we miss the real opportunity beyond the farebox Should we consider Mobility As a Platform
- Moving people is about access to jobs, health, entertainment, education The real opportunity is connecting the door to door journey to the destination, where there will be transactional opportunities and customers experiences. Farebox at the destination. Could this enable us to find new revenue opportunities Enabling better investment in transport infrastructure Maybe reaching the utopia or Universal Basic Mobility?
- PTO have comparable reach as the tech giants In terms of classic metrics, user acquisition, engagement and retention Eyeball time Rider time ITs an interesting through experiment When you consider mobility as a platform. Ethical issues with a social media companies But Opportunity to disrupt business model for the greater good?
- End game It is far away But as I hope I illustrated Small experiments at Axon Vibe