Public transport and MaaS - Key note speech Hamburg, March 14, 2018 - MAAS-Alliance
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Public transport and MaaS Key note speech Hamburg, March 14, 2018
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Why? Status symbols change; tuned car (1); iPhone 7+ (2)
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The whole eco system is changing already now; Visual: Uber taxi
stand in Chicago
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Public Transport is about to experience significant changes –
PT companies need to find good answers to the right questions
Key questions for public transport of tomorrow
A B C D E
Will I have How can I How can I Have I How can I
Questions
a right to keep the win the done all leverage
exist in an customer race my home- my assets
autonomous world
when getting from
interface and avoid
being pushed into
against the
car ? work on commercially to
become (more)
A to B can be the role of
?
conventional
levers ? independent
?
offered almost
for free ? a mere carrier financially
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 9
Cars are more and more losing their status and start to be consider-
ed as a public transport mean
Development of car positioning
Car centricity Intermodal Integration
Increasing consideration of cars as
public transport and willingness of
passengers to switch transport
modes, requires an integrated view
on transport means
Integrating diffe-
rent transport
modes to allow
passengers
access to inter-
modal transport
services
> Status symbol
> Demand for efficiency
> Individuality
> Demand for convenience
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 10Until recently, public transport differentiated clearly from car – Position
is threatened by shared mobility and will even deteriorate
Convenience and costs for 5 km travel in developed countries
Convenience/privacy
Taxi costs: Example Munich,
incl. base fee + per
km; 14 min driving
time (finanztip.de)
H Robo
Cab Car Sharing: Example Munich –
Taxi Car2Go; 14 min
UBER Taxi Car driving time
new Car new: Private car, new, 4
Car years usage, 60,000
M used km total, Smart
fortwo Coupe 1.0
Car sharing (ADAC 5/2015)
Car used: Estimated 60% of
Public new
transp. SDV-Taxi: Only 2 instead of 4
Bike cars used per km2,
L 80% higher mileage
over usage period
EUR Public transport: MVV, Preisrechner
12 10 5 2.5
Source: Roland Berger 180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 11For Public Transport companies, MaaS can help answer the most
relevant questions going forward
Relevant questions for Public Transport
What advantages does
Which individual transport
Public Transport have and
modes should be included
how can I retain existing
in the new mobility
and attract new
offering?
customers?
Who can be relevant
partners for implementing How can I win the race What additional revenue
& operating new transport
modes?
against the car in a profitable way? potential can be created?
How can new transport How can future
modes complement and technologies be anticipated
not cannibalize the existing to be included in today's
offering? offering?
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 12How mobility will develop is primarily dependent on the
technological progress as well as the customer acceptance
Key influencing factors and trends impacting the advancement in mobility in next 15 yrs.
Progress in micro- Automated driving
Technological
electronics (SoC, (Level 4 City) progress concerning
MEMS, …) Digitalization of
Sharing vs. owning
automated driving (cars,
operations & sales
busses, trains) and
Environmental
regulations
GDP development consumer attitude
PT-Electrification towards the car as
primary means of
Impact
City regulations
Connecti-
Urbanization individual transport are
vity/IoT Car is not a status symbol
Smart products/ anymore the key parameters for
devices New materials the future development
(lightweight, nano, compounds, ..)
Safety regulations of mobility
Distribution of disposable income
Automated driving (Level 1-3)
Uncertainty
Economy/society Regulation Consumer Technology Most relevant trends for MaaS
1) Lower impact for suppliers
Source: Expert interviews; Roland Berger 180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 13Four scenarios can be derived to describe the mobility of the future,
not all of them with a strong PT share – "Anarchy" must be avoided
Mobility scenarios in Germany, 2030
Mobility scenarios 2030
Driving together
"Maximum capacity" "Hyper-efficiency"
Intelligent stand- TRANSPORTATION Status Highly connected,
alone solutions SYSTEM quo integrated system
"Anarchy" "Connected individuality"
BEHAVIOR
MOBILITY
Driving alone
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 14New technologies and new business models disrupt the mobility –
Other transportation segments have experienced similar situations
Key elements of mobility disruption
Mobility disruption Similar examples
Examples Key dimensions
Autonomous
Shuttles
Level 5 1
Autonomous e-Vehicles Standardization of
Driving
New
service offering
RoboCabs technologies
2 Online focused
operation models
Shared
Mobility
New business
models 3 Digital platforms and
Ride-Hailing Mobility on
partnerships
Demand
Ride-Pooling
Source: Roland Berger 180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 15The global trade and intermodal logistics skyrocketed after
introduction of a standard intermodal shipping container
Example – Standardization
INTRODUCTION OF INTERMODAL SHIPPING CONTAINER
KEY LEARNINGS FOR PUBLIC
TRANSPORT AND MAAS
> Addressed need for
scalable and simple global
logistics
> All players along the whole
ISO late value chain profited from it
1960's > Central agency responsible
Today for the elaboration and
>60% of implementation of the
Main reason global standards
for new global shipments
production
footprint
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 16The low cost carriers have unlocked new market potential and are
growing much faster and more profitable than traditional competitors
Example – Online focused operating model
THE RISE OF LOW COST AIRLINES
KEY LEARNINGS FOR PUBLIC
TRANSPORT AND MAAS
> Think unconventionally on
commercial and
operational side
> Don't underestimate new
entrants with attractive
New cost offerings to protect own
paradigm business
Demand > Account for incentivized
creation, demand and not only for
LCC CAGR1) where not modal share shift
7.1% vs expected > Scrutinize the operational
other carriers
CAGR1) 3.5%
model to be more efficient
1) 2007-2016
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 17Dynamic packaging has allowed to new tour operators and incum-
bents to create wider and more transparent offering at lower cost
Example – Digital platform and partnerships
GREATER CHOICE FOR CUSTOMERS THROUGH DYNAMIC PACKAGING
KEY LEARNINGS FOR PUBLIC
TRANSPORT AND MAAS
> Use new digital capabilities
to platforms that offer the
customer the right product
at the optimal price
Pure > Strive for simplicity and
online transparency to attract
sales customers of tomorrow
Dynami- > Set the correct legal
cally framework to protect the
Higher sourced customers
customization inventory > Be creative in pricing
and flexibility
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 18We see Mobility-as-a-Service concepts developing in two waves
building on shared intermodal mobility
Development of mobility as a service concept
Today's Wave 2 "Mobility as Low
world (Focus autonomous driving) a Service"
(Electric) auto-
nomous driving
Fully connected
Wave 1 vehicles
(Focus sharing and integration)
Managed
Level of
mobility
passenger
Regulatory effort
"push"
Inter-modal Shared intermodal
integration mobility
Car sharing & ride
hailing
2015 2020+ 2030+ High
Source: Roland Berger 180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 19Players of different backgrounds are working on MaaS development
worldwide but with different targets
Latest developments in the MaaS eco-system
Moovel platform for transit Alibaba with high stakes in
agencies to enable multimodal mobility companies e.g. car and
ticketing and fare validation, e.g. bike sharing or map services;
in Portland incl. UberX and Alipay (online payment platform)
transit as basis for a MaaS platform
Goal: Mobility as second pillar Goal: Diversify and collaborate
for Daimler despite only cars to become relevant mobility
player
Yandex ("Russian Google") has already RTA has created in 2017 it's digital arm "Choice" is a Mobility Marketplace by
integrated several modes of transport and that shall service as MaaS platform and NZTA1) (incl. e.g. taxi, bus, ride sharing )
is experimenting with autonomous main mobility gateway for Queenstown, pilot launched in 2017
vehicles to provide comprehensive offer Goal: Double the share of public transport, Goal: Improve transport options for
Goal: Utilize it's technological advantage avoid over-investment in road infrastruc- residents and tourists, boost tourist
and payment service to offer MaaS ture and profit from innovative mobility industry and solve congestion issue
Transport provider Platform provider Regulator
1) Collaboration between the NZTA (New Zealand Transport Authority), Otago Regional Council, Queenstown Lakes District Council, Auckland Transport, supported by Destination
Queenstown and Queenstown’s local transport providers
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 20The MaaS-ecosystem has complex relationships between the
different stakeholders – Various pain points still to be removed
Roles in MaaS-ecosystem
No shared vision on achieving
intermodal transport
Regulator No definition of
Lacking support by national
Offering the app standards so far
Defining standards and
government
regulations E.g. public
Demand infrastructure & data
Platform Supply data
sector provider
Supply infrastructure & data Demand mobility solutions
Supply mobility Demand mobility
solutions solutions
Critical mass needed
Traveler using the to be operationally
Streets, Infrastruc- e.g. app to plan,
Customer efficient IT/Service-
tracks, ture provider book and pay his
Wi-Fi… journey provider
Providing the
Demand transport Supply transport
underlying IT-
platform and data
Use infrastructure Transport Supply transport
Supply infrastructure provider Generate and send data
Uncertainty regarding sharing
Companies actually
Lacking agreement and cooperation offering transport data (Data ownership and
across operators and authorities privacy)
Source: Roland Berger 180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 21The value proposition of the MaaS concept should take into account
the goals of various market players but also customer's perspective
Goals concerning an intermodal mobility platform (selection)
Regulator/Authority Operator
> Increase of public transportation > Connection of different transport modes
> Decrease of urban traffic > Optimization of transportation supply
> Decrase of pollution within the city (portfolio, punctuality, customer
experience, etc.)
Provider of physical
Integrator
GOALS @ infrastructure & modes
> Customer and data monetization > Optimization of vehicle portfolio
– Commissioning management
– Advertising > Predictability of maintenance demand
– Big Data > Decrease of infrastructure attrition
(roads, etc.)
Customer
> Convenience of planning, booking, and paying by > Existence of one central contact for the whole trip
mobile app > Reduction of number of access cards and paying methods
> Avoidance of time-consuming searching > Reduction of transaction time
> Easy comparability of means of transport
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 22To optimize the MaaS offering, passengers' 'pain points' throughout
the journey would need to be tackled
Customer journey along the value chain Illustrative
Tickets 8
4 5
6
2 3 9
7
1
1 2 4 5 6 8
Inspiration, Planning, Departure station In transit Arriving station After the journey
travel plans booking "We managed to get "Made it to the next "Finally there! Can I "Long time since the
"I have a meeting in "Why is it so difficult here just in time – train but now I need grab a quick coffee last train ride. Shall I
Marina, what else can to find my location let's proceed quickly to check the time for and withdraw some cancel my next taxi
I do in that side of on the planner ?" to the ticket machine" the next feeder bus cash?" ride?
town?" and tram to my final
3 "The ticket machine destination but there 7
Way to departure is under maintenance is no free Wi-Fi
and does not accept available here on the Way to final 9
station credit card – I have to metro" destination
"What is the "There is a delay in wait in queue at the
"Why is there so little "Is there a feeder Sharing, contact
fastest way feeder buses and ticketing booth so I bus coming by in the "Hey, let's go to
to get to the the route is will have to take the space on the train
during peak-hour t?" next 5 min that can Marina by boat on the
meeting in congested – how next train" take me to my weekend!"
Marina?" shall I reach my meeting location?"
train in time now?"
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 23In order to realize the vision of Mobility-as-a-Service, it is important
to think integrated and beyond the boundaries of your own company
Five key takeaways for the workshops
MaaS Alliance Don't think about what is possible today, but anticipate what
workshop 1
mobility customers will really need in the future
> Principles of data Jointly create a long-term vision of the MaaS offering
sharing 2 and then define clear steps and priorities on how to
achieve it
> Ownership of
customer, branding
3 Try to apply the greenfield approach first – And
> Sale channels & then evaluate how to close the gaps
payment integration
> Governance models Think about how you can benefit from ideas that
and indicators 4 can be brought in by newcomers to the public
transport sector
5 Put simplicity and reduction of friction points in the first place
when evaluating ideas and developing initiatives
180314_MaaS Alliance_KeyNote_Dyskin_vFinal.pptx 24You can also read
