Overview and lessons learned from IMOVE (H2020) - Markus Aarflot
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MOBILITY track - Tuesday 28th "Presenting the IMOVE project overview, including the MaaS case in five involved cities Gothenburg, Madrid, Berlin, Manchester and Turin. Brief differentiations of MaaS approached and the main conclusions and lessons learned." MARKUS AARFLOT, International Business Manager, UbiGo Smart City Mindtrek 2020 - conference 28th-29th January Tampere, Finland www.mindtrek.org/2020/
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Overview and lessons learned from IMOVE (H2020) - Markus Aarflot
- 1. 28/01/2020 1 Facilitating Mobility as a Service in five european cities in two years Markus Aarflot, UbiGo Strategic council and business models partner in IMOVE
- 2. 28/01/2020 2 Markus Aarflot - International Business Manager
- 3. 328/01/2020 What is MaaS (Mobility-as-a-Service)? Multimodal, search and payment, booking
- 4. 428/01/2020 Different types of MaaS Subscription service Transport provider Information service Booking and payment service Societal benefitiary 1 0 2 3 4 The MaaS Topology (Sochor et al. 2017) Public Private Mixed
- 6. 628/01/2020 What is a Business model?
- 8. 828/01/2020 Lessons learned and support going forward Piloting, testing, trialing Find or develop the right ecosystem Collaborate and develop with key stakeholders Clear vision Patience PR and public support Customer needs Defining value proposition. Establishing customer journey Marketing and incentives Designing of sustainable MaaS services
- 9. 928/01/2020 Come find me for any questions Markus.aarflot@ubigo.me
Editor's Notes
- Go through the types of buisness models How can they align and not? Direct revenue (Business related) Indirect revenue (Other benefits not directly related to the business) Societal goals
- Madrid: Commercial (Public) Focuses on company business model, purchased development, own app. Broad Customer segment Berlin: Commercial (Private) Focuses on company business model, own development, heavy users Manchester: Public Public values, purchased app, geographical segment Turin: Public/private Public values / testing, purchased solution, B2B segment - Gothenburg: Private Private solutions, own development, B2B, Housing, Car parking.
- 1. Create a vision for MaaS operations in a particular city, linking to local sustainability goals, addressing key user segments, resolving important problems, etc. 2. Identify which individual mobility services are available in a given city, and initiate dialogues with key players, using insights to refine a vision. Identify potential barriers to service developments. Identify pains and gains for each actor, and select a “leader” or “facilitator” of MaaS initiatives, noting that these can be different actors 3. Map user segments and create hypotheses regarding their pains and gains, validate and falsify via qualitative methods (e.g. surveys, focus groups), and develop hypothetical value propositions 4. Identify, map and and analyse key stakeholders according to their power (i.e. mandate for decision making) and the urgency of the opportunities and problems they experience 5. Initiate dialogues with key stakeholders, aiming to find common ground. Invite key stakeholders and decision-makers to participate in any piloting activities if possible. Investigate potential additional sources of revenues among key stakeholders (e.g. city councils, local industries) 6. Iterate until hypotheses regarding the value proposition, customer segments, partnerships and the revenue model are fully tested (via pilots or other means to experiment). Pivot (i.e. rethink hypotheses) if necessary. 7. Use insights to design services, with particular attention given to providing a more satisfactory user experience AND creating incentives and rewards for sustainable travel behaviour.