The future of mobility - June 2021 - Mormedi
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The future of
mobility
June 2021
Mormedi 2021 ©All rights reserved
1
About us
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.
ABOUT US
Our multicultural team
has carried out more than
250 around the globe
over the last 23 years
Our team consists of anthropologists, architects,
sociologists, business strategists, product
designers, service designers, UX designers,
engineers, marketing specialists, narrative and
brand experts, as well as a team of external
advisors
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 3
ABOUT US
Fluid structure, global projects,
and a worldwide network of experts
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.
ABOUT US
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.
ABOUT US
We help companies by uncovering what
customers need and designing it
We create experiences that result in a
positive impact
• Impact on P&L • Social impact
• Impact on NPS • Cultural impact
• Impact on conversions • Environmental impact
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.
2
A shifting context
• 2.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.
A SHIFTING CONTEXT
The current scenario
2021 has brought with it the roll out of multiple vaccines,
bringing hope and a timid glimpse of economic recovery.
COVID has caused individuals to reassess their priorities. There
is greater focus on social commitment and new ethical and
environmental challenges.
According to an IBM survey published in 2020, 40% of
consumers base their purchases on brand purpose.
This new reality is forcing brands to review their value
proposition and the role they play in people’s lives.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 8
A SHIFTING CONTEXT
Aging Counter-baby Digital Social Human
Social and demographic
Looking at the population boom Detoxification enterprise connections
trends that will New consumer lifestyle
Healthier
lives
Conscious
consumer
Flexperiences
COVID
Experiences
Desire for
customization
change the mobility Phygital Different Neighbourhood More time
industry Urban life
World
The last mile
street levels identity at home
Data privacy Data Information
Technology Fake news concerns Cyber security
sustainability environment
Paperless Local Minimal Improving Circular
Sustainability
world production waste animal welfare economy
Technologies Rooms for Collaborative New office
Workspace Types of spaces
Macro trends such as globalization, the drive for mobility creation tools standard
for sustainability, universal design,
digitalization and new healthcare paradigms
Ecosystems/ New savings Financial New forms of
are impacting industries, while at the same Financial services
Open Banking habits
eWallet Warfare
mentoring credit scoring
time opening up spaces of opportunity for
new products and services or for more
advanced lifestyle solutions. Retail
The physical Multi City center
Do it your way
Become
returns sensorial value Instagrammable
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 9A SHIFTING CONTEXT
How can a mobility company redesign the relationship
with its customers?
WHO?
HOW?
Kick scooters Bikes Motorbikes Ride-hailing Van-pooling Car-sharing Autonomous Air-taxis Buses Trains Hyperloop Airplanes
cars
WHERE?
WHY?
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 103
What’s changing?
• 3.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.WHAT’S CHANGING?
Mobility as a Service
$230bn 10bn $209.6bn $107bn
in ride hailing revenue passenger rides in ride sharing market cap of Uber,
in 2026 (up from completed in 2020 by revenue in 2026 (up vs. $48bn for Ford*
$113bn in 2020, 2021- DiDi, vs. 6.9bn by from $73bn in 2020,
Photo by Priscilla Du Preez on Unsplash
26 CAGR 8.75%) Uber in 2019 and 5bn 2021-26 CAGR 19.2%)
in 2020
Note: * As at 5 April 2021
Source: Mordor Intelligence 1 & 2 , Business of Apps, Statista, Yahoo Finance 1 & 2
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 12WHAT’SCHANGING?
WHAT’S CHANGING?
Mobility as a Service
Users expect on demand services, but challenges CHALLENGE 1
remain for OEMs to fulfil needs and turn a profit
In many developed markets, people were already used to
How can your
ride hailing pre-pandemic. While the pandemic has
dampened ride hailing demand, car sharing and longer-term company offer
vehicle subscriptions and rentals have increased.
It is expected that ride hailing will continue its upward trajectory
mobility to a greater
over the coming years in the developed countries, with
developing countries also exhibiting factors that should number of
drive greater demand (e.g. inadequate public transport
systems, increasing populations, and economic growth). customers through
While Uber has a huge number of riders across the world,
questions do remain over its ability to run profitably. services?
While companies like Uber and Didi offer an over the top service for
vehicles, how can OEMs pivot and use their competitive advantages
as car maker, while avoiding being commoditized by service
providers who own the customer relationship?
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 13WHAT’S CHANGING?
Multimodality & shared
transport
$4bn $13.2bn $1.115bn
in kick scooter sharing size of bike sharing in VC funding for air
revenue in 2025 (up market in 2025 (up taxi start-ups in 2020,
from $143.4m in 2018, from $4.9bn in 2021, a 10x increase from
6-year CAGR 51.3%)* 4-year CAGR 22%) $111.6m in 2019
Photo by ElectricFlyer on Wikipedia
Note: * November 2019 estimate
Source: PS Market Research, Technavio, Lufthansa Innovation Hub
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 14WHAT’SCHANGING?
WHAT’S CHANGING?
Multimodality & shared
transport
CHALLENGE 2
Transport options were traditionally limited; in the
future people will choose the right means for the trip,
from mass transit, to kick scooters, to flying taxis How can your
company offer new,
The pandemic has put health at the top of everyone’s mind. People
are now particularly conscious about how they can travel and integrated, shared
remain healthy. This in turn has seen car sharing and bike
sharing perform well versus other means of transport over
the past year, according to Lufthansa Innovation Hub data.
transportation that
These behavioural changes will likely stick, as people get used to fulfils the needs of
new shared transport services, which they will continue to use in
the future. How can you help customers by offering an end- customers today and
to-end solution?
How will this play out even further in the future? In addition in the future?
to AVs, some OEMs are betting on air taxis to be a new
means of mobility in the future, with Hyundai being the
leading holder of air taxi tech patents among OEMS with 68,
with Toyota in second place with 11.
Source: Lufthansa Innovation Hub
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 15WHAT’S CHANGING?
Cargo & logistics
$66bn $6.8tn
in global last mile in global e-commerce
delivery revenue in sales forecast for 2024
2026 (up from $39.6bn (up from $3.9tn in
in 2020, 6-year CAGR 2020, 4-year CAGR
Photo by Moritz Kindler on Unsplash
8.9%) 14.9%)
Source: Valuates Reports; GroupM
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 16WHAT’SCHANGING?
WHAT’S CHANGING?
Cargo & logistics
The pandemic has accelerated the transfer of CHALLENGE 3
purchasing to the online channel, leading to
evermore deliveries
During the pandemic, online purchasing increased
significantly; for example, in the third week of March, e-
How can your
commerce sales in the US were 58% higher than during the
same period in 2019. Perhaps more telling, 20% of
company help
consumers in the US said that, over the previous 30 days,
they had ordered groceries online for the first time ever. satisfy the need for
E-commerce as a share of total retail spending had, and
still has, much room for growth; in 2019 while e-commerce
more deliveries to
in China represented 36.6% of retail spending, the figure
was 17.2% in the US, 8.8% in Germany, and only 3.6% in India. homes and
Today, e-commerce-driven residential package deliveries
are going strong, but increased costs to protect workers and
businesses?
customers have lowered profitability for the delivery
companies. It is likely that Autonomous Ground Vehicles
(AGVs) and drones will need to be deployed in the future to
allow deliveries to scale profitably.
Source: BCG, McKinsey
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 17WHAT’S CHANGING?
Infrastructure &
connected cities
$820.7bn 331
spending on smart number of new smart
cities by 2025 (up city projects in the US
from $410.8bn in in 2024, up from 188 in
Photo by BIG - Bjarke Ingels Group
2020, 5-year CAGR 2020
14.8%)
Source: Markets and Markets, S&P Global Market Intelligence
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 18WHAT’SCHANGING?
WHAT’S CHANGING?
Infrastructure &
connected cities
CHALLENGE 4
Cities will require new infrastructure for shared and
autonomous connected mobility How could
Connectivity for cars has become a standard. Most new
cars are delivered to the market with connectivity.
connected
But how will V2X evolve to interact with the environment infrastructure
to truly be responsive to the needs of users, cities and
societies? enhance your future
Moving beyond analytics, telematics, and surveillance,
additional important use cases include freight and fleet mobility offering?
management, driver assistance, and traffic management.
OEMs are already creating their own smart cities as living
labs, with the most prominent example being Toyota’s
Woven City, which promises to house over 2000 people
across a 175 acre site.
As people transition to new means of mobility, new mobility
hubs that are built for purpose for shared and autonomous
mobility are also required in existing cities.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 19WHAT’S CHANGING?
Mass transit
$658bn 600,000
in global rail transport Electric buses
revenue* in 2025 (vs. expected to be sold in
$519bn in 2021, 6% 2026 (vs. 135,000 in
Photo by Hardik Pandya on Unsplash
CAGR) 2019, 25% CAGR)
Note: *Includes passenger rail transport and rail freight; excludes street railroads, commuter rail, urban rapid transit, and scenic and sightseeing train transportation
Source: Research and Markets; Facts and Factors via Globalnewswire
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 20WHAT’SCHANGING?
WHAT’S CHANGING?
Mass transit
CHALLENGE 5
A growing global urban population will require more
efficient, green public transport How could mass
Trends in the mobility sector are characterized by the need
for solutions that make daily mobility simpler, faster, more
transit evolve to
flexible, reliable, and affordable. Cities and national
economies face the challenge of reducing costs, space
meet the changing
requirements, noise, and CO2 emissions of transportation.
The pressure on urban transit providers and policymakers to
needs of passengers
meet these mobility and transportation needs is growing, as
urban populations are expected to continuously rise and
and societies?
subsequently, drive inexpensive, environment-friendly, and
rapid mode of urban transit systems.
The challenge for public transport will be how to more
effectively integrate into the digital-driven “mobility mix” to
give the greatest benefit to societies, passengers, and
ultimately operators.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 21WHAT’S CHANGING?
Aviation
$459bn 2.8bn 2024
in 2021 revenue (a $131 passengers in 2021; the year in which air
billion improvement 1bn more travellers traveller numbers are
on 2020, but still 45% than in 2020, but still predicted to reach
Photo by Marco López on Unsplash
below the $838 billion 1.7bn travellers short 2019 numbers again
achieved in 2019) of 2019
Source: IATA 1 & 2
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 22WHAT’SCHANGING?
WHAT’S CHANGING?
Aviation
CHALLENGE 6
Flying will need to transform in a way that makes it
economically feasible, but still desirable How could
The COVID-19 pandemic has put global airlines under
significant financial strain. Facing slow demand and low
passengers be
fares, airlines are seeking a return to profitable operations by
utilising newer, smaller, and more fuel-efficient narrow-body
encouraged to fly
aircraft.
There is little doubt that airlines will be shifting to narrow-
again, ensuring a
body aircraft. Just as we have seen airlines putting an end
to their leases for aircraft like the A380 and Boeing 747.
better flying
The longest commercial single-aisle flight to date was in an
A321neoLR and clocked in at 8h 32m. A passenger-less
experience and
A321LR test flight has proven that even an 11h flight is
possible. profitability for the
New spaces and service models will need to be designed
for commercial aviation to be able to recover quickly over
airline?
he coming years, driven by narrow body aircraft.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 234
What to do?
• 4.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.WHAT TO DO?
Mobility companies must How to be present and relevant in a person's life? How can a
company create attractive points of contact? How can a company
create a seamless maintain relevance to the customer between contact points?
customer experience
across customers’ lives
Awareness UX Narrative Optimization Innovation Data and personalization Added value services
Getting Memorable What if…? Consulting CRO Connected & Wearable Mobility Mobility What if…? What if…?
referrals mobile and sales CRM on-demand notification connected to connected to
Simple Micro-mobility Connected to
home entertainment
pricing services mass transit
MAAS
What happens What happens What happens What happens What happens What happens What happens What happens What happens What happens
here? here? here? here? here? here? here? here? here? here?
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 25WHAT TO DO?
Transform the relationship
with customers & passengers
Technology has removed the human touch from relationships and
processes. One of the great challenges for digitalising companies is
to reconnect with customers.
Companies will need to harness the power of digital technology to
deepen the relationship they have with customers, across more
touchpoints than just the point of sale or individual journey.
In order to stand out, it is not enough to make technology part of
the experience; the entire relationship model must be transformed.
Customers want to feel trust. Companies need to create a real,
regular two-way conversation and an attractive story that people can
identify with.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited. 26The role of design will be essential for companies in rethinking their overall model to a mobility service approach
5
Some stories
• 4.
M orm edi© 2021. All rights reserved. The reproduction, use or distribution of third parties is strictly prohibited.SOME STORIES
Disrupting cargo
transport with
Hyperloop
As part of the HyperloopTT
collective, Mormedi has designed
a cargo transport system and
iconic capsule that will change
freight haulage forever.
M orm edi © 2021 Confidential and/or proprietary inform ation. D istribution or copying of this inform ation is strictly prohibited. 29SUCCESS STORIES
Building the Brand for a
new multimodal
mobility sevice
Ferrovial, one of Spain’s largest companies and one of the
world's leading infrastructure operators, asked Mormedi to
create the brand for a mobility service that integrates the
different means of transport offered by cities in a single
application.
Mormedi created a brand and brand strategy to make the
new service feel fresh, accessible, and relatable.
M orm edi © 2021 Confidential and/or proprietary inform ation. D istribution or copying of this inform ation is strictly prohibited. 30SUCCESS STORIES
Pioneering urban
mobility and achieving
200% projected sales
Torrot asked Mormedi to create a new, fully electric
vehicle that responded to the unmet needs of urban
users.
In just 10 months, Mormedi created a vehicle from
scratch that has carved out a new niche. The
Velocipedo has achieved 6,000 pre-orders vs.
projected first year sales of 3,000 units.
M orm edi © 2021 Confidential and/or proprietary inform ation. D istribution or copying of this inform ation is strictly prohibited. 31Thank you jmoreno@mormedi.com mormedi.com
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