The document discusses how digital technologies and self-driving vehicles will transform transportation and society. It argues that technology initially changes how we get from place to place, and then deeper behavioral changes follow. One scenario presented is that self-driving vehicles operated through a shared "transportation cloud" could make private car ownership rare, with on-demand transport the norm. This would lead to changes in how cities are designed, with a reduced need for parking and commuting, and the rise of new business models like pop-up retail and anticipatory shipping that bring goods and services to people.

1. The
Transportation
Cloud

2. Hi! My name is Bart.
I work for digital
agency
Find me on : @netlash.

3. A digital view on mobility

4. I know nothing
about mobility.
But a lot
about digital…

5. So it will be a
bit of a forced
sci-fi view.

6. Digital.

7. Digital.
It’s not about e-commerce or websites or technology.

8. Digital.
It’s not about e-commerce or websites or technology.
It’s about changed behaviour.

9. First we change technology.
Then technology changes us.

10. Let’s start with a story.

11. I worked at a bank
end of the 90’s.

12. I worked at a bank
end of the 90’s.
Do you remember the 90’s?
We still used these:

13. I worked at a bank
end of the 90’s.
I had to visit lots of
clients in unknown
places.
Do you remember the 90’s?
We still used these:

14. Remember these?

15. I prepared the night before
by printing out lots of route
descriptions.

16. Now I have this.

17. I don’t even think about preparing
anymore. The information comes to
me, frictionless, the moment I need it.
Now I have this.

18. My behaviour changed.
Induced by technology, I changed
the way I prepare for driving.

19. ‣ self-driving cars
‣ Uber (‘sharing’ economy)
‣ 3D-printing
‣ e-commerce
‣ drones
Software is eating the world.

20. First we change technology.
Then technology changes us.

21. Self-driving cars

22. ‣ drink coffee
‣ do make-up
‣ car with a built-in sink?
‣ work on computer
‣ watch movie
‣ exercise: car with fitness?
‣ …
Self-driving cars
Car radio?
Outdoor advertising?

23. Who pays the bill?

24. ‣ cost per km drops dramatically
‣ switch to pay-as-you-go
‣ the story of the museum
‣ the story of the Uberpreneur
‣ the dating fleet?
‣ retailers?
Who pays the bill?
Will retailers have a fleet of self-driving
cars to take me to their shop?

25. Mobility will be part of someone else’s
business model.

26. The horseless cart syndrome.
“We will use technology but
will not change our behavior.”

27. First we change technology.
Then technology changes us.

28. From ‘calling a place’
to ‘calling a person’.
“Car, bring me to a medium-priced
restaurant, but not chinese.”

29. Cars could be the search engine for the
physical world.

30. ‣ get us (person) to a place
‣ bring it (stuff) to me
2 types of transport
This 2d type of transport
will change.

31. Anticipatory shipping

33. Places will come to us.

34. ‣ no more ‘distribution’
‣ experience
‣ pop-up
‣ forget parking…
Retail will change

35. Cities will have to change.

36. Why not redesign cities?

37. ‣ working: remote, commute is not an issue
‣ learning: Khan Academy, Coursera
‣ shopping: anticipatory shipping
‣ storing things: sharing economy
‣ …
Why do we live where we live?

38. Pop-up houses?

39. Car ownership will shift from
just-in-case to just-in-time.

40. Cars as elevators.

41. ‣ from ownership to ‘job-to-be-done’
Changed perception of cars

42. Self-driving car =
movable, lockable
personal storage space.

43. A possible scenario
for the future.
But I know
nothing.

44. ‣ price-per-km drops drastically
‣ more km are being driven (without humans)
‣ disruption happens at the bottom of the market!
‣ new top-layer app/service for interoperability
‣ private cars join this top-layer app
‣ demand for public transport will rise (at first)
‣ private fleets will join this top-layer app
‣ private cars will disappear
A possible scenario for the future

45. Driving a car will
be like hunting.
As a sport, a bit elitist, a
bit frowned upon.

46. ‣ price-per-km drops drastically
‣ more km are being driven (without humans)
‣ disruption happens at the bottom of the market!
‣ new top-layer app/service for interoperability
‣ private cars join this top-layer app
‣ demand for public transport will rise (at first)
‣ private fleets will join this top-layer app
‣ private cars will disappear
A possible scenario for the future
Private or public
Transportation Cloud?

47. Speed of technological change.
NewYork, 1900. NewYork, 1913.

48. ‣ De Lijn or NMBS should invest in this
‣ we have the factories to build
‣ we have skilled and hard working car builders
‣ we have talented app developers
‣ we have talented UX designers
‣ we have experience with Hasselt as testing ground
‣ we have politicians who are innovative!
Put Flanders at the top of innovation

49. “We choose to go to the moon.”
We have to do this.
Not because it is easy,
but because it is hard.

50. Conversation

51. Questions?
Questions?

52. Questions?
Questions?
bart@wijs.be
@netlash

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