MaaS – An Open Ecosystem?
Wheels, Technologies and Governance
From Car Owner to Car User
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Distance / time to nearest.…..
Do you know where your nearest car pool is?
Train, Metro, Light train or Bus?
How fast can you be picked up by a cab?
Saving money and time using shared Mobility
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The Finnish Transport Act: MaaS as Law
Shared Mobility service in Finland License to operate requires:
Open data: routing, time tables, prices Open API: Order and pay by 3. party MaaS agents to report on services sold
Good business conduct
Source: Elina Immonen: Finnish Ministry of Transport
Mode n
Mode m
Mode o
MODE Z
MaaS Ecosystem elements
A B
ACCOUNTS/
TICKETS
CLEARING X Y Z PLANNER
A -> B
NAVIGATION A -> B by X-Y-Z
TRAVEL DATA
MODE Y
MaaS
Provider 2 Token
“Ticket”
A_B
MODE X
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Mode X MaaS
Provider 1 Customers
Mode Y
Mode Z Regulators
MaaS CLOUD
The MaaS Business Case Challenge
Offer a trustworthy alternative to customers to maintain freedom of mobility by conversion from private car ownership to use of MaaS.
Challenges:
• The willingness of incumbent public and private mobility suppliers to interface to and work with MaaS agents fronting the customers.
• Commercial agreements with third parties (MaaS Agents) on
conditions to sell on behalf of a mobility supplier. (Reasonable fee or commission, mark up on volume purchases or other forms for
compensations)
• Customer conversion to and adoption of MaaS one stop shopping of mobility.
Blue Ocean Strategy
Competition:
Private owned cars
Target 80% af market Partnering Expansion 5% = 25% more shared mobility
20.00%
80.00%
Shared Mobility Private Car 20.00%
5.00%
75.00%
Shared Mobility More sharing Private Car
Red Ocean Strategy
Competition:
Shared mobility rivals
Fight in 20% of market Protectionism
Marginal gains/loss
Unchanged customer volume
MaaS and the mobility market
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Air Travel
Cust.
Service
Pay
Book
Plan
Data
Service
Governance: MaaS - connecting mobility silos
Bus
Cust.
Service
Pay
Book
Plan
Data
Service
Train
Cust.
Service
Pay
Book
Plan
Data
Service
Tram
Cust.
Service
Pay
Book
Plan
Data
Service
Metro
Cust.
Service
Pay
Book
Plan
Data
Service
Para Transit
Cust.
Service
Pay
Book
Plan
Data
Service
Shared Bike
Cust.
Service
Pay
Book
Plan
Data
Service
Ferry
Cust.
Service
Pay
Book
Plan
Data
Service
Taxi
Cust.
Service
Pay
Book
Plan
Data
Service
Shared car
Cust.
Service
Pay
Book
Plan
Data
Service
Bus
Cust.
Service
Pay
Book
Plan
Data
Service
City Car
Cust.
Service
Pay
Book
Plan
Data
Service
Ride Share
Cust.
Service
Pay
Book
Plan
Data
Service
Car Rental
Cust.
Service
Pay
Book
Plan
Data
Service
Ferry
Cust.
Service
Pay
Book
Plan
Data
Service
Shared Bike
Cust.
Service
Pay
Book
Plan
Data
Service
Mobility as a Service
Open Market – Shared Mobility Travel agent
Where from? Where to? How many? When? How? How much?
One journey door to door – One Price – One ticket – One Payment
Public Shared Mobility suppliers Private Shared Mobility suppliers
Charter for MaaS ecosystem
• User focus and right to own travel data
• Open Market for public and private mobility services
• Unbiased A to B travel information
• Right to anonymous mobility
• Protection of user sensitive data
• Realtime mobility navigation and assistance
• SOME platform and service ratings
• Travel data available for suppliers, regulators and research
My Mobility
MaaS Provider
Mobility Supplier
Regulator Travel
Data
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To Conclude
• MaaS is not just an App. It is a question about governance and good business sense.
• Can we see the value for everybody in creating an open market for shared mobility services?
• MaaS by itself is not the magic potion to increase the market share for shared mobility.
• Serious private and public investments necessary to grow and market the total grid of shared mobility options.
Without access to shared mobility options within short walking distance the private car will remain the winner of freedom of mobility.
Thank you
Continue the discussion:
Søren Sørensen
Mail: sos@sfmcon.com Mobile: +45 20 42 05 12
www.sfmcon.com
linkedin.com/in/sorenhsorensen twitter.com/sos_sfmcon
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From Door to Door
From closed to open data
From own car to shared mobility
Copyright © 2018 SFMCON ApS
Challenges and questions
Can you reach critical mass for MaaS without regulation?
How can cities, regions and public entities best enable MaaS?
What is the real driver behind the MaaS idea?
Will MaaS create more business to everyone?
How can public and private actors cooperate effectively in a MaaS ecosystem?
How to avoid big procurements and vendor lock-ins?
About
The use of Sharing economy and MaaS – Mobility as a Service is going to make it easier to get from
A to B, especially in cities, reduce the use of private cars and
contribute to the green city goal.
SFMCON, an independent
management consulting company, help mobility schemes stakeholders
to create integrated and smart Mobility as a Service (MaaS)
solutions.
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Søren Sørensen
Msc.E.E. System Construction Owner and Founder
SFMCON ApS, Denmark
MaaS and Smart Mobility Facilitator and Ambassador 8 years in Smart Ticketing Program Management:
Program Manager DSB Rejsekort and Midttrafik Rejsekort
Managed large IT projects since 84
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