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Mobility as a Service Can it be even better than owning a car?1SAMPO HIETANENCEO MaaS LtdSAMI SAHALAForum Virium Helsinki

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WHAT IF ALL TRANSPORTATION WAS CONVERGED

AND TAILORED TO YOUR NEED AS MONTHLY PACKAGES

ITS Finland17.9.20083

8.3.2016

15 minutes package for 135 / month:15 minutes from call to pick up with no more than 15 minutes delay compared to driving.No parking hassle

Business world package for 800 /month:5 minutes pickup in all EUBlack car status everywhereWorking conditions guaranteed

Pay as youre moved:Bike and segway service included20 cents per minute in vehicles with others in 30 cents per minute for a nice car50 cents per minute for a personal driverOnly vehicles that use renewable energy

Cup of tea guaranteeAll your rides combinedMorning tea includedTinder extension for a great weekendMovember special rides

Mobility as a Service is the Netflix of transportation

Family package for 1 200 /month:Enough space and child seats guaranteedAlways traceable and safe trips for kidsIncludes one long family trip every monthHome delivery included

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Its all about Service Level Agreement (SLA)

Its easy.

We make it easier.

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Mobilityas a Service

Introducing a new player: "Mobility operatorAs a customer you make a contract with one commercial operator, who provides you all the services chosen by you. Terms of contract may vary, and are up to you and your operator to negotiate

ITS & Smart Mobility, Helsinki/FVH, [email protected] Video courtesy of Ministry of Transport

What is Mobility as a Service or MaaS in short ?

To make it short, it is the business model of mobile operators applied to transportation. Customer makes a contract with an operator, who then providers all needed services via one invoice. Now you need to have separate customership with public transportation, car sharing companies, taxis and other demand-based transportation, city bikes, and you name it. Maybe have several travelcards in your wallet. MaaS aims to make it simple, everythings taken care of already, you can just choose and use the mode of transportation what is most convenient for you in that situation.

Animoitu kalvo, upotettuna LVM:n video joka hyvin esitt ajatuksen jo ensimmisess 45 sekunnissa. nt ei tarvita, itse olen laittanut sen alkuselityksen jlkeen pyrimn ja jatkanut puhumista plle.

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ITS & Smart Mobility, Helsinki/FVH, [email protected] mobility package 250/month:Regional public transportUp to 100 km taxi services (incl. Uber, Lyft etc.), from where x /kmUp to 500 km car sharingUp to 1500 km long-haul public transport20 h city bikeI can use every mode of transportation depending which best suits my current need All fully accessible with one mobile toolAnd everything in one monthly bill Mobilityas a Service

Edellist kalvoa on hyv jatkaa esimerkill, jotka yleens valaisee paremmin mist on kyse. Ohessa kuvitteellinen paketti, jollaisia on ihan kohta tulossa tarjolle. Ei vlttmtt kiintell kuukausihinnalla, vaan jollain perusmaksulla ja kytn mukaan tulevalla lisll. Siinkin jatkuu analogia mobiilimaailmaan millainen se oli joskus 90-luvun lopulla7

Main titleContent

From 2006 fast forward to June 2014

And within just a couple of months:

Since June 2014 when we had the European Congress on Intelligent Transportation in Helsinki, we have had a huge media coverage spanning over 300 articles and numerous interviews and presentations world-wide. From simple explanations of whats happening to Helsinki receiving some extra recognition due to the innovative ideas.

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Helsinki ranked #3 in innovation by citie.org Helsinkis vision of mobility on demand, a fully integrated public and private transport one click solution, carries the scale of ambition you would more typically expect from a tech start-up and is defining mobility as a service agenda globally10

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SOLD !

Understand,Restrict orEmbrace ?

TRANSPORTATION IS CHANGING TOCONSUMER BUSINESS

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Finland

ARPU (Average Revenue Per User) in Transport ~300 /month

Telecom ~30 /month

Global Market

10 000 000 000 000 market reshaped

Private car usage < 4 %ServicizingSharing economyNew means of transportDecline of car ownershipInternet of vehiclesSelf driving vehiclesApps for trafficExpensive traffic spaceMaaS

OECDs International Transport Forum

30.3.2009

30.3.2009

OECDs International Transport Forum

HelsinkiMaaSCitys perspective

Helsingin kaupunkiKaupunginkanslia


KALASATAMAKRUUNUVUORENRANTAJTKSAARIHERNESAARIPASILA25% growth of inhabitants & traffic in central city, in next 15 yearsNo room for new infrastructure to prevent major congestion

Helsinki is facing major increase in inhabitants, as we have several large new former port or railyard areas that we are currently developing. Looking at how Helsinki is situated in a peninsula, the increase in traffic will be too much for our network to manage. We are looking at other measures than new infrastructure to cope and prevent the congestion. Some are what the city can do, in some we need the citizens help. Most rely or are built on access to open data. That is what we want to achieve with open data.

HUOM tekstit tulee animaatioilla - pit ottaa pois tai korjata jollain toisella powerpoint-versiolla

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Decrease need to own a car

by ensuring plethora of alternatives

and making it as easy as possible to use them

8.3.2016



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The transport sector would develop into a co-operative, interconnected ecosystem, providing services reflecting the needs of the customers. The boundaries between different transport modes are blurred or disappear completely. The ecosystem consists of transport infrastructure, information and services. The infrastructure and information will act as a platform for mobility services

We need to feel secure that all our mobility needs are covered, simply and hassle free. Every day of the week and also on those special occasions. We need a systematic change in our transportation. We need Mobility as a Service.Mobility as a Service is fundamental change on how we think of our mobility.

MaaS builds upon on what already exists but takes it to the next level. The current infrastructure, transportation, fleets and data create the service platform. Aim is to fill in those caps in door to door mobility which lead us to choose our cars. When your foundations or building blocks are in order can we have networked, interoperable mobility services for every day of the week.

The true revolution will be us the users. Transport in the future will be consumer business with personalized mobility choises.

From the user perspective MaaS offers door-to-door services that are easy to use; information, payment and bookings via mobile application(s). There already are several apps for certain modes of transport, like Uber and Blablacar, but the novelty is, that all the transport modes / services would be combined in all-inclusice apps.

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MaaS as a business

Market opportunity: Savings in car expenditure

Spending on transportation per family 2012Transportation services930 Using a car2730 Buying a car2450

Transportation services1600 Using a car2200 Buying a car1900 Spending on transportation per family 2020+ 56%

80%Local Service (work) in Finland80%Imported Gasoline90%Imported Products (cars)20%Digital Services (Global market)

20%Local Services (e.g. maintenance)10%Local Services (car sales)Breakdown of bought products and services21

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Transport systems will become consumer business22Infrastructure as a Service, IaaSTransport as a Service, TaaSMobility as a Service, MaaSSERVICE PROVIDERS (INTERNATIONAL BRANDS)

Combinations for target groups Different packages for targeted groups Clearing for transportation, networks and services

TRANSPORTATION PROVIDERS (INTERNATIONAL BRANDS)

Vehicles, public transport, rentals, parking, taxis, ride shares, car shares etc.NETWORK PROVIDERS Planning, investments, maintenanceALL FUNDING DIRECTLY FROM END USERS

THE FOCUS IS HEREUser

Transportation providersMobility as a Service (aggregators)Winner takes all

?Three ways for markets to evolvePublic transportationTakes it allRoaming ecosystem23

TimeFunding competition between systemsMultimodalityTotal managementRoaming systemsService providersMaaSFrom silos to roamingPRESENT

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MaaS Alliance8.3.201625

ROAMING

MaaS Ltd to revolutionize the global transportation market.

And will be the Worlds first mobility operator.

We want to:

Give you back 90 minutes to your dayMake sure you have freedom of movementTake away the pain of how do I get thereMake sure youre not a polluter

Maas VisionHelsinkis vision of mobility on demand, a fully integrated public and private transport one click solution, carries the scale of ambition you would more typically expect from a tech start-up and is defining mobility as a service agenda globally

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Introducing the worlds first mobility operator28

By offering a choice of simple, monthly mobility packages, including everything from public transport to taxis and rental cars, we will transform the way people move for good..

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THE URBAN SINGLE

THE TOURIST

THE LONG DISTANCE COMMUTER

THE SUB URBAN FAMILY

DailyYearlyMax Users1000 - 400015m + (trips)ARPU10-2020-40

DailyYearlyMax Users50 00011m (trips)ARPU5-50500-100k

DailyYearlyMax Users85 00013m (trips)ARPU10-60e1k-120k

DailyYearlyMax Users140 000 (families)30m + (trips)ARPU15-703k-150k

User profile segment sizes in Helsinki Region

View to mobility and user experience in designing the future services

KidsMovingGrown upFamilyWorklifePensionMarriageStudies abroadWork travelParkingShoppingCar Mainte-nanceKids to schoolsProblem situationsHobbiesWeekendsBirthdaysSeminarsVacations

Ability to moveDatingHoursHow does the day of a user look like?

CalendarHow does the year of the user look like?

Lifecycle What needs and necessities different phases of life bring?Situation of life What kind of major events does the user experience in her life? INVESTMENTMONTHLYPACKAGE CONSUMPTIONSINGLE JOURNEY30

Determinants of travel needs are the basis for pricing, and service level agreements (sla)UrgencySpeedWalletHabits / Attitude / SkillWeatherRouteLuggage /Co-riders / GearPhysical Condition31

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Initial service descriptionsTHREE TYPES OF PRODUCTS FOR CUSTOMERSMOBILITY PACKAGE CUSTOMERS

Operator takes care of all transport needs as a servicePackages contain enough of different transport services, enough journeys, kilometers or all inclusiveSimple pricing scheme for journeys exceeding the packagePackages contain bonus features like morning latte or Tesla weekend and are more affordable than when bought separately

SINGLE JOURNEY CUSTOMERS

Customer buys door-to-door transport with zero commitmentMobility app to combine all transport services - the fastest way to destinationCustomers receive journey through single window and paymentBonus program rewarding frequent useReporting and separate accounts for private and company useEase of use also in trips that are not ordered Just start your journey with your account that is connected to credit card

HYBRID CUSTOMERS

Customers include their own car in the serviceCustomers buy bonus packages to assist their transport needsCar may be bought and financed through operator or separatelyPackages can also be paid by sharing rides or car32

33HIGH PROFITLOW PROFITLOCALGLOBAL

Current market players

HIGH PROFITLOW PROFITLOCALGLOBALMaaS Operator

Traffic operators

Best partner fortraffic operators: MaaS operator creates a quantum leap in efficiency increasing the profitability of traffic operators

The operator business model strives for scalable digital global business

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Benefits for different customer groupsCONSUMERTailored, situation-specific mobility for the users needsTRAFFIC OPERATORSIncreased profit through volume, efficiency and demand responseOTHER OPERATORSProfit share and new business, ecosystem benefitsCITIES AND THE STATEBetter service-level for the citizen, budget savings, decrease of congestion, air quality, etcOTHER COMPANIESPlatform to integrate services, platform to innovate new services

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First phase 2016

TampereHelsinki RegionTurku RegionTallinn RegionHHTThe intended test area for the MVP includes four key transport areas Helsinki, Turku, Tampere and Tallinn:

HHT Growth CorridorHelsinki Region (HSL Traffic area)Turku and Turku region traffic area(9 municipalities)TampereTallinn

Looking for 2 other areas

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MaaS Ltd. Plan for going global12-2014 call for interested partners2015 Q1-Q2 business plan with 24 organisations2015 Q3-Q4 seed round for Minimum Viable Product (MVP)2016 three areas with open MVP2017 5-10 areas live2018-2020 going global37

HelsinkiMaaSCitys enabling actions


Helsingin kaupunkiKaupunginkansliaOur train of thoughtNew mindsetWhat is MaaS ? Public transport ? Private business similar to travel agency ? Or a taxi central ?We dont need to own and control everything !Focus on results, what in the end actually needs to happen ?

What kind of roadmap could lead there ?What can city do to make that happen OR help that happen

City as an enabler !

City as an enablerWhat does MaaS need to succeed and grow ?Proofing the conceptPaying customers, a marketReference cases

Our options Spend money, fund operators NOT Spend money, buy MaaS service MAYBECurrent city provisioned transport via MaaS operators ?Show an example by own personnel switching to MaaS ?Focus on providing best possible environment for the business - YES

For a city: intriguing opportunity and an organisatory challengeMain titleContent

EconomyTransportSustainabilityTraffic emission targetsReduce need to own a car traffic fluency, parking spaceNew business

Ingredients for successful MaaS

Service producers

Mobility operatorsUsers

TOOLSOpen DataOpen interfaces & APIsFRAMEWORKDeregulationLegislation (eg planned finnish trial)Strategies, targets eg transport policy, climateSupport for business development, investmentENABLING CULTUREFresh mindset, dare to tryEmbrace digitalizationInnovative procurementSubsidies rethoughtMobility management: Incentives for choosing alternative mode of transportCUSTOMERSAble & open-minded citizensSwitch from company cars to MaaS services

Any lessons learned ?Be more flexible, maintain paceWide cooperation across public sectorInvolve stakeholders outside your own peerOrganisations not able to grasp new things that fall outside /between departments comfort zonesTraffic planning vs Smart Mobility = focus on infrastructure vs focus on the function

1. Discussion between stakeholders2. Revision of legislation and regulation3. Application of appropriate regulation4. Deregulation of public transport ticket sales5. Establishment of the mobility operator market6. Revision of purchase and subsidization procedures7. Piloting

45Helsinki City Actions

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HelsinkiMaaSAction plan *DRAFT*

Main titleContent

Legislation, regulation

Ensure that legislation, citys own regulation, transport purchase and other administrative mechanisms develop to benefit MaaS operator businessBusiness support

KPI: new mobility related business and international investment to Helsinki regionUsers

Collect feedback and needs from users, support piloting of new innovative mobility services and facilitate the actions directed to MaaS users, eg campaignsCity as a platform

Support development of open interfaces and global interoperabilityEnsure necessary infrastructure for MaaS operation is in placeCoordination

Manage citys actions, cooperation, R&D and communication of all MaaS activities

Currently, transport services are provided and subsidized separatelyDataFleetInfrastructurePublic transport planning authorities and other transport service producers47City of Helsinki Media Bank / Juho VirolainenPurchase of transportation (incl. socially necessary transportation), public subsidization of PT

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In MaaS, all transport services are provided and subsidized jointly through mobility operatorsMobility operatorsCity of Helsinki Media Bank / Juho VirolainenDataFleetInfrastructurePublic transport planning authorities and other transport service producers48Purchase of transportation (incl. socially necessary transportation), subsidization of PTUSER

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Transport policy goals achievedWithout public spendingWithout banning cars

New tools for managing transportIncentivesGame rulesCustomer rights

But it wont happen without strong policy leadership

What is neededRoaming 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 areasMindhift from provider to enablerWhy Cities and MaaS?49

SEE MAAS LIVE IN 2016

[email protected]+358 40 565 7688

[email protected]

Offering a Service Level of Privately Owned Car Using Omnimodality

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MaaS engine

Same promise of mobility by usingmore effective tools

Buying a car 120 Using a car 120 Transportation services 60

Add Here Communauto, Canadian public Transport etc. Something that looks like your garage but with buses, metros, services, different cars etc.

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http://impulssi.lvm.fi/2015/02/02/liikenne-ja-viestinta-kuuluvat-yhteen/

GlobalTraffic market10.000 BGlobalTransport infrastructure1.000 B(McKinsey 2013)Households16 BTransportation of goods, logistics33,1BGovernnment,Municipalities,Subsidised transport3,9BThe Market Opportunity:Traffic is a 10 000 B market globally

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HOUSEHOLD EXPENDITURE ON TRANSPORTATION (/household)Finnish household yearly spending on average is 930 for transportation services, 2450 for buying vehicles and 2730 for using the vehicles. The total spending was 15.3 bn of which for transportation services 2.4 bn. We project that the use of transportation services will increase while the spending on privately owned cars will diminish.(Source: Tilastokeskus)The creation of MaaS operator(s) will increase household spending on transportation services and lessen the need to own a car for households. Hence while the total spending of households to transportation increases with inflation, the spending for services may even two-fold.Spending()/person/monthTOTAL for transportation248 260 Transportation Services78 166 Total Market for Transportation Services / monthFinland in Total210 m450 mCapital City Region42 m89 mTotal Market for Transportation Services / yearFinland in Total2,4 bn5,4 bnCapital City Region0,5 bn1,1 bn20122020 (projected)

2020Market Size and growth based on average household

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Source: Eurostat* Current prices. All statistics for 2013 except Spain and Romania 2012Market opportunity: Household expenditure on transport in Europe

It scales because the components are already there-- and growing30.3.2009

Vienna:Sydney:

Rio de Janeiro:


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City public transport, trains, taxi, car rental, car leasing, parkingCar share, ride share, car BNBHome delivery, remote services, drones, automationBreakfast as you go, gym in transport, and other future servicesThe long term aim of the MaaS ecosystem is to enable the innovation of novel services linked to its core business. The first mobility service is created by combining the existing services that are essential to deliver seamless mobility.

Second, the objective is to connect sharing services to the ecosystem. This requires some legislatory issues to be resolved at least in Finland.

The third cycle of service innovation is to enable the creation of new services realted to moving packages, goods and cargo in a tailorable manner.

Finally the MaaS ecosystem fosters the innvoation of entirely new complementary services that challenge the existing norms.It also scales towards other services. There is 90 new minutes to a day.Copyright Maas Finland Oy

Over 2,2 M in funding for Minimum viable productFinnish Funding Agency for Technology and Innovation TekesTransdev, a French transportation giant offering land, rail and passenger transport servicesKarsan Otomotiv Sanayii and Ticaret AS, a leading car-industry family of TurkeySampo Hietanen CEO and founderKaj Pyyhti CXO and co-founderInMob Holdings KorsisaariNeocardGoSwiftMaaS AustraliaGoodsignIQ PaymentsDelta Capital Force. Seed investors and funding58