January 2020 Considering the success factors for Mobility as a Service webinar

Customer offerings marketed as mobility, and mobility as a service (MaaS), continue to proliferate. Keeping track of the many operations as they evolve, consolidate, enter and exit is a challenge. The continuing start-up activity points to an immature market with few signposts as to which mobility models, if any, have the promise to become established and profitable. Given this uncertainty, will investors continue to fund experimentation? Which models are more likely to attract future investment? Where should carmakers, dealers, leasing companies and others be focusing their attention? 

With the high degree of investment and experimentation, and despite only a very few isolated claims of emergent profitability, it is reasonable to suppose that some types of mobility service have the potential to become established in the long term, and by that we mean in the next 5-10 years. Some business models demonstrate greater advantages and indicate a degree of customer willingness to pay given similar existing services and price points, and we have considered this relative to traditional car use. Secondly, certain factors and conditions will favour some types of mobility service over others, and we have considered what those factors and conditions might be for a range of service offerings. Using this evaluation tool, we have highlighted examples of offerings that might have the potential to meet customer needs and price expectations, with certain favourable market conditions. We have also highlighted examples which appear very poorly aligned to customer needs and the market environment.

This webinar covered:

• A recap of the factors for success as described by mobility start ups that we convened as a Delphi panel in early autumn 2019

• An update of the full spectrum of services offered as mobility across Europe, complimented by consideration of major global players, including:

• Carsharing (numerous examples include Flinkster and Ubeeqo)

• Ride hailing, ride sharing and on-demand transport (such as Uber, BlaBlaCar, and ViaVan)

• Subscription and bundled easing (a wide range of offerings including Porsche Passport, Cluno, and Care by Volvo)

• Mobility as a Service platforms and booking apps (Emergent platforms include Citymapper Pass and Whim)

• Our evaluation framework for considering the potential success of a mobility service, taking into account both the offering and the conditions in which it operates, using examples that demonstrate potential for success.

• Based on the current market situation, and our evaluation framework, we will offer a broad evaluation of carmaker, dealer and leasing company opportunities looking ahead.