Mobility as a Service The End of Car Ownership? - MAAS ...
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Mobility as a Service The End of Car Ownership? Sampo Hietanen / CEO, Founder / MaaS Global Ltd Twitter: @sampohietanen, @WhimHQ / @maas_global
What would it take for you to give up your own car?
3 3
Mobility Operator to Cover
All Your Mobility Needs
Pay as you’re moved:
• Bike and segway service included
• 20 cents per minute in vehicles with others in 15 minutes package for 135 € / month:
• 30 cents per minute for a nice car
• 50 cents per minute for a personal driver • 15 minutes from call to pick up with no more than 15
• Only vehicles that use renewable energy minutes delay compared to driving.
• No parking hassle
Business world package for 800 € / month:
• 5 minutes pickup in all EU
• Black car status everywhere
• Working conditions guaranteed
Cup of tea guarantee
Family package for 1 200 € / month: • All your rides combined
• Morning tea included
• Enough space and child seats guaranteed • Tinder extension for a great weekend
• Always traceable and safe trips for kids • Movember special rides
• Includes one long family trip every month
• Home delivery included
The dream of tomorrow is not just open highways, it is open world
From car ownership to
Freedom of Mobility
Today: Tomorrow:
Car Ownership with all related Ultimate Freedom with variety of
inconvenience services worldwide
MaaS in Short • Covers all your mobility needs – Works in more than just a city • Payment is included • Added value from service
Mobility as a Service
WHY DO IT?
USER
Booking, in-app payments Multimodality One app, one account
Route planning Monthly subscription (pre-paid
trips) or pay-as-you-goLESS HASSLE HAPPIER LIVING
TAKING AWAY THE PAIN OF OFFER YOU A TRUE
“HOW DO I GET THERE” FREEDOM OF MOBILITY
MORE FREE TIME GREENER CITIES
GIVING BACK YOU 90 MAKING SURE YOU ARE
MINUTES TO YOUR DAY NOT A POLLUTER
12ONE SINGLE SOLUTION (APP) Better than owning a car Variety of operators and transport providers in same platform. Both public and private (taxi, public transport, train, car sharing, car rental, ride sharing, parking, logistic services, ferries, ships, bikes) will ensure that customers are getting where ever they want.
From Ownership to
Experience
WHY OWN AND DRIVE AN OLD CAR –
WHEN YOU COULD USE A BRAND NEW
ONE, WHENEVER YOU NEED?
14Industry
Transportation is being hit by a
DIGITAL TSUNAMIGlobal Mobility as a Service revenues to exceed $1 trillion by 2030 Sources: Kauppalehti, World Bank, World Health Organisation, Inrix, European Commission, Eurostat, Frost & Sullivan, ABI Research
New
Sharing
means of
economy
Decline transport
of car Finland Servicizing
ownership
ARPU
(Average Revenue Per User) Global Market
in Transport MaaS
~300 € / month 10 000 000 000 000 €
market reshaped
Telecom
~30 € / month
Expensive
Internet of
traffic
vehicles
Self driving Apps for space
vehicles trafficWhy to partner with a MaaS operator:
More revenues through
An additional and efficient
increased demand for the Possibility for cost savings
sales channel
transport operators’ services
Increased efficiency through Additional precise data on Increased brand visibility
better utilization of the the use of and demand for through press, social media
existing fleet the services and the product UI
Platform for creating new
Possibility for improving the Opportunity to drive and
innovative services for the
user experience shape the future of mobility
usersIt’s simple, why isn’t it here yet?
Money flows directly from end users
to the whole ecosystem
Mobility as a service
All stakeholders must win: › Bundling › Service Promise › Customer
Experience
› Routing › Payments
Users
Transportation Providers
Service Providers
Cities
Infrastructure
InvestorsOpen Ecosystem, not an Egosystem
Winner Public Transportation Open Ecosystem
takes it all takes it all
Mobility as a Service
(Aggregators)
BUS TRAM TRAIN
TRAM PRIVATE BIKE TRAM PRIVATE BIKE TRAM PRIVATE BIKE Transportation
TAXI
CAR SHARING CAR SHARING CAR SHARING
Providers
TRAIN BUS CAR TRAIN BUS CAR TRAIN BUS CAR TAXI
RENTAL RENTAL RENTAL SHARINGOpen Ecosystem, not an Egosystem
Winner Public Transportation Open Ecosystem
takes it all takes it all
Mobility as a Service
(Aggregators)
BUS TRAM TRAIN
TRAM PRIVATE BIKE TRAM PRIVATE BIKE TRAM PRIVATE BIKE Transportation
TAXI
CAR SHARING CAR SHARING CAR SHARING Providers
TRAIN BUS CAR TRAIN BUS CAR TRAIN BUS CAR TAXI
RENTAL RENTAL RENTAL SHARINGTrust is the new oil
Taxi
Car Bike sharing
Rental Short Distance Bus
Car sharing
Long
Distance Bus
Public
Transport
Comp1
Whim
Public
Transport
Parking
Service
Comp
Comp 1
2 Comp
Whim2 Taxi
Routing
System
Gasoline
Service Ticketing
System
Other Services Payment SystemCities
Changing Urban Demographics Are Leading To Travel Problems That
Today’s Mobility Services Aren’t Solving
Factors Impact To Mobility
• Over 54% of the World’s population lives in cities, • More concentrated density
Urbanisation •
expected to rise to 67% by 2050; urbanisation Limited space
• Increased mobility demand
exceeds 80% in OECD countries • Unbalanced Supply & Demand
• Drivers spend 50 hours per year in • Unproductive time spend
• Inconvenience & high costs
Travel congestion which stifles the economy of 1% • Opportunity for innovation in
Problems of GDP new mobility services
• 7 million lives are lost prematurely each year
due to air quality; mobility is the largest
sector contributor
• Inconsistent Transport
Provisions
• Private cars are utilised 4% of the time and
Insufficient • Multiple apps & fragmented
account for 29% of transport trips on average, but
Solutions markets with several providers
account for 85% of our mobility expenditure • Fixed, inflexible routes
• Lack of information,
integration & user experience
Global mobility market needs new type of mobility services.
Sources: World Bank, World Health Organisation, Inrix, European Commission, Eurostat
26Urbanisation Travel Current
problems alternative
Cities can’t cope with urban mobility demand
URBAN MOBILITY DEMAND
Private
traffic 3 bn 2x 42 h 40% EXPLODES
The number of vehicles on The world’s current total 42 hours a yearare of inner-city traffic
the road worldwide is of 1,2 billion cars could spent in a traffic consists of vehicles Urban mobility demand 2010-2050 (trillions pkm. p.a.;%)
projected to triple, to as double by 2030. jam (USA). looking for a parking
many as 3 billion space.
by 2035.
67,1
+55%
Public
37,2% 10,8 bn 106 h 43,2
transport +68% 2,6 x
From 1995 to 2013 public In 2014, people took 106 h/year on
transportation ridership a record -breaking average spent on
increased by 37,2%,exceeding 10.8 billion urban travel.
the 22,7% growth rate of
trips on public
the U.S population
transport. 2,8
New York
149 min 38 min 40%
on public transport 38 minutes with a 40 %
each day. (26 %) of which is spent idly dissatisfaction
waiting for the bus or rate.
train to arrive.
Source: Appendix
2010 2030 2050Converging Trends will lead to a Paradigm Shift from Vehicle
Ownership to Vehicle Usage
Transportation
Landscape
Collaborative
consumption
Transport = Transport =
Population
Private Vehicle Congestion Growth Door-to-door
Connectivity
• Freedom Mobility
/Convenience Pollution Natural
• Seamless Door-to-
• Status – Progress Resources door Mobility
• Limited Services Globalization • Improved Service
• Disconnected Level & Customer
Choice
• New Business Models
Gen Y • Integrated Mobility:
Social
Responsibility New technology
enabled multi modal
Urbanization integration
• Opportunity to
We are moving very quickly from public and private transport being aggregate numerous
separate businesses, to a more Integrated Multi Modal Mobility Network, mobility services as a
due to changing demographics, preferences, and technology single service
28MaaS uses existing infrastructure Taxi
Long
Distance Bus
to create the service Public
Transport
Helsinki
Amsterda
m Short Cycle
Distance Bus
Birmingham Vienna
Bike
Sharing
Toronto
Carsharin
Car Rental g
Bus
Parkin
g
Servic
e
Other
Service Gasoline
Service
Payment
System
Ticketin
Routing g
System SystemMaas markets are doing the hard work, You can enjoy
the ride towards the Future of Mobility
BUILDING THE MAAS ECOSYSTEM CREATING BETTER ON-DEMAND
MOBILITY EXPERIENCE
Your new MaaS Ecosystem and more
sustainable transportation system In MaaS ecosystem the mobility flows
services will be built for you without and citizens' experiences will be
SHIFTING TOWARDS MORE SUSTAINABLE CITY
any costs or inconvenience. continually monitored and improved.
Maas Global is enthusiastic to find
You can follow the MaaS Ecosystem alternatives attracting people to use After the commercial launch of WHIM
construction site, or participate in the environmental friendly modes of You will have a wide range of free
process by sharing your visions and transportation to lower emission rates and information through WHIM's collected
strategies regarding the future of your to replace the parking spaces with local mobility data supporting your
city's transportation system. life. transportation planning as well as
strategic processes.
Making sustainable choices easy is the key
to increase the demand of public
transportation services. WHIM offers
different packages customized to users'
different needs and desires.Public Sector and MaaS
• Transport policy goals achieved
– Without public spending
– Without banning cars
• New tools for managing transport
– Incentives
– Game rules
– Customer rights
• Strong policy leadership
• What is needed
– Willingness to cooperate
– Mindshift from provider to enabler
– Roaming of transport (operators accessing all transport modes)
– Game rules (Market description, Data transfer and ownership, customer rights etc)
– Possible incentives to end users to kick-start markets and to cover low-density areas 31Maas Global is helping your shift to on demand mobility
through a localized WHIM launch process
1. Baseline & initial 2. Construction 3. Piloting 4. Full Commercial
data of Whim Launch
MAAS GLOBALS WORK PROCESS
GETTING TO KNOW YOU CREATING YOUR CITY'S WHIM PILOTING THE FUTURE LOUDLY LAUNCHING
SOLUTION OF MOBILITY
Transportation system Marketing materials &
Maas Global is creating and Implementation and campaigns
Visions and strategies
studying together with its local piloting WHIM Launch of Whim
Local partners partners (PTA, companies) together with partners
• The service definition Support & customer care
• Technical specifications and
integration with WHIM
• Liability issues & contractsFROM CORRIDORS TO HUBS
Walkable
Pluggable
33“2025 in Helsinki you can live a perfectly good life without being forced to own a car”
Urban Mobility System Upgrade: How shared self- driving cars could change city traffic Luis Martinez and Philippe Crist
peakhrs.
24hrs.
a a
* a
*
b b b
car car TaxiBot repositioning car AutoVot repositioning
+25% +103%
TaxiBots and AutoVots
will travel more than
today’s cars more kilometres travelled due to bus more kilometres travelled due to
replacement, pick-ups, drop-offs and re- bus replacement,re-positioning
positioningUrban Mobility: System Upgrade Why What we did What we found
Scenario: 24 hours
peakhrs.
24hrs.
number of cars
required to provide the
same trips as before:Urban Mobility: System Upgrade Why What we did What we found
Scenario: 24 hours
peakhrs.
24hrs.
number of cars
required to provide the
same trips as before: 5%Urban Mobility: System Upgrade Why What we did What we found
-15%
vehicle kilometres
Scenario: 24 hoursUrban Mobility: System Upgrade Why What we did What we found
-22%
vehicle kilometres
Scenario: Peak hoursUrban Mobility: System Upgrade Why What we did What we found
-27%
CO2 emissions
Scenario: 24 hoursCities and governments to own the market vision
Thank you! Sampo Hietanen CEO, Founder (MaaS Global) +358 40 5657 688 sampo.hietanen@maas.global www.whimapp.com www.maas-api.org
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