What s behind Mobility-as-a-Service?
Data Services GmbH Enabling smart mobility 13+ years of experience integrating transport systems A Kapsch Group Company Leading MaaS projects UbiGo / Stockholm Helsinki Business Hub / Helsinki Foster MaaS initiatives on an international scale Technology provider to enable MaaS Providing a modular SaaS approach 2017 Copyright Data Services GmbH www.fluidtime.com 2
Mobility-as-a-Service A trend based on a changing mobility eco system Today s mobility eco system is changing dramatically enabling vital business opportunities both for established companies and startups. Urbanization Congestion & fine dust pollution Last & First mile issue Fast growing spectrum of transport services Limited resources Challenges Opportunities Political will to tear down silos Digitalization enables connection and integration Smartphone penetration rate (incl. roaming) Changing mindset from owning towards sharing Ride sharing and DRT to solve 1st/last mile problem with reduced cost First Mobility-as-a-Service (MaaS) providers start with new business models 2017 Copyright Data Services GmbH www.fluidtime.com 3
Mobility as a Service Definition? Mobility-as-a-Service (MaaS), describes a shift from a world dominated by a need to own a primary mode of transport (such as a car) towards a model where travelling happens through a combination of public/private and shared transportation modes. Average utilization of cars in industrialized countries is 5% cost for average household 17% of their income. 2017 Copyright Data Services GmbH www.fluidtime.com 4
Mobility as a Service From the OEM perspective Johann Jungwirth, CIO Volkswagen: mobility for everyone, at the push of a button. Here is our vision: Any person in the world can call on the vehicle merely with a smartphone or the Volkswagen OneButton. A single push of a button or a voice command suffices, and the next Sedric pulls up and brings me to my desired destination. Mobility as a service with an associated ecosystem will make up the largest portion of revenue and profits in the new digital age. 2017 Copyright Data Services GmbH www.fluidtime.com 5
MaaS activities can be found worldwide Whim: Helsinki, Birmingham, (Singapore) UbiGo: Stockholm Daimler/Moovel: Germany, North America Conduent: Go Denver, Go LA FTA: MOD program Transit App (PAYG) Beeline: Singapore EC2B: Malmö/Lund 2017 Copyright Data Services GmbH www.fluidtime.com 6
MaaS towards the end-user It is diverse Health Insurance Organizations Maas Operators Property Developers Companies/Corporations Reduce cost for operating health transportation either by pooling trips or by opening up the planned trips to the public. Serve a new market by buying different mobility products and selling them on a subscription bases to their customers. Integrate mobility offerings with housing projects and reduce amount of parking space to be built and maintained. Reduce cost of mobility, solve parking problems, become a more attractive location, improve modal split and image. Verticals Automobile Clubs Value Add??? Transport Service Providers that want to offer their own integrated mobility service. Want to offer services to their members in times when less people own cars. Add transport tickets and vouchers to tourist tickets for museums etc. 2017 Copyright Data Services GmbH www.fluidtime.com 7
Market Restraints Why didn t MaaS fully take off? MaaS business model requires a critical mass Behavior change is challenging Transport providers have a conflicting interest (customer control & ownership) Lack of cooperation between stakeholders Legal restrictions 2017 Copyright Data Services GmbH www.fluidtime.com 8
MaaS fostered by public side On international scope Optimization of current fleet Introduce On-Demand & Ride Sharing capability in Public Transport Foster local marketplaces for mobility Harmonization of the heterogeneous mobility market Enable local MaaS deployment (Transport Code Finland) Ensure visibility of public authority 2017 Copyright Data Services GmbH www.fluidtime.com 9
Enabling Smart Mobility. MaaS enables insights into people s mobility behavior Based on anonymized data City of Vienna City of Vienna 2017 Copyright Data Services GmbH www.fluidtime.com 10
Transport service providers Any public or private business operating a publicly accessible transport network. 2017 Copyright Data Services GmbH www.fluidtime.com 11
Mobility Service Provider Any business offering integrated multimodal mobility services to travelers. Cities & PT operators Providing access to a variety of locally available transport offerings also considering customer s mobility profile. Payment takes place either on a monthly basis or based on each booking. MaaS Operators Offering (monthly) mobility subscriptions (mobility packages) to a specific target group, including a set of locally available transport offerings. Verticals Providing additional mobility services in order to extend the service offering to existing and new customers. Tolling Operators Adding the public mobility domain as an add-on for customer to an already established tolling services. 2017 Copyright Data Services GmbH www.fluidtime.com 12
Cities Cities that promote integrated mobility and MaaS. Enable access to mobility that is socially inclusive, affordable and environmentally friendly. Support local value creation for local transport offerings. Define and monitor quality KPIs to set regulatory measures. Improve traffic planning, and consider short-term adaptions. Introduce on-demand first/last mile services and reduce operational costs. Gain frequent insights on mobility demand, user behavior and modal split through data analysis. 2017 Copyright Data Services GmbH www.fluidtime.com 13
Customers People looking for seamless access to mobility. First mile option Single tab booking Foster green mobility B A Intermodal trip Personal information profile 2017 Copyright Data Services GmbH www.fluidtime.com 14 Integrated Booking and Ticketing Mobility Accounts Statistics
Today s MaaS ecosystem at a glance New opportunities for MSPs Enabling Service Providers Provide added value services to extend capabilities. Mobility Services Hub Links traveler demand to mobility offerings and thus, enables an open market for integrated mobility and Mobility-as-a-Service deployments. Supply Demand Transport Service Providers Integrate offerings into a wider mobility and optimize transport services. Customers Easy access to mobility and seamless travel experience. Smart Cities & Regions Setup an ecosystem for Mobility-as-a-Service deployments and regulate marketplace. Mobility Service Providers Offer combined mobility packages and create new business opportunities. 2017 Copyright Data Services GmbH www.fluidtime.com 15
Three main pillars of MaaS Integrate and standardize publicly available transport offerings, make them book- and payable from a personalized device. Integration Payment Personalization Pay as you Go Subscription 2017 Copyright Data Services GmbH www.fluidtime.com 16
SMILE R&D project Vienna 2012-2015 Integration Payment Personalization Monthly Bill 2017 Copyright Data Services GmbH www.fluidtime.com 17
UbiGo Stockholm 2017/2018 Integration Payment Personalization Subscription PT days 10 d 25 d 50 d Shared Car hours Supporting partner: City of Stockholm 25h 50 h 100 h 2017 Copyright Data Services GmbH www.fluidtime.com 18
Helsinki Business Hub Helsinki 01/2018 Integration Payment Personalization Pay as you Go 2017 Copyright Data Services GmbH www.fluidtime.com 19
Key issues when introducing a local MaaS services Based on hands-on experience asdf 1Consider full spectrum of local MaaS eco-system 2 3 4 Promote inclusion of the users from the beginning Promote MaaS-readiness of Transport Service Providers Enable an active role of public side to ensure sustainable approach (access to anonymized data) 2017 Copyright Data Services GmbH www.fluidtime.com 20
Contact Anton Fitzthum anton.fitzthum@fluidtime.com LinkedIn Data Services GmbH Neubaugasse 12-14/25 A 1070 Wien Tel +43 660 392 5667 www.fluidtime.com 2017 Copyright Data Services GmbH www.fluidtime.com 21