when mobility is a service, will you choose the ... · freight service provision fleet asset...
TRANSCRIPT
When mobility is a service, will you choose the destination or the journey?
TODAY
BUT
TOMORROW
71%
74%
88%
of travelers do not engage in
transport modal choice
of SMILE pilot
respondents tried
new routes
of trips by Helsinki Whim
respondents involved
public transport(previously 48%)
Consumers are willing to change transport choices when
Mobility-as-a-Service (MaaS) solutions are offered
Where we left off last year…
Who are the
key ecosystem
players for
MaaS?
How will
mobility
happen?
How can we
ensure safety &
sustainability?
How will we maintain
profitability for today
while investing in
mobility for tomorrow? How do we
future proof
charging
infrastructures?
How can you accelerate customer adoption of MaaS and who are the key eco-system players?
Thought starters
Challenges for MaaS
Mobility consumer personas
Experience design
Pitch and closing thoughts
wavespace enables:
• Experience-led design
• Rapid prototyping
• Enterprise and innovation strategy
• Disruptive technology showcase
• Advanced analytics and AI
wavespace brings you:
• Proven environment and methodology that
create insight and inspiration
• Innovative and collaborative support for key
projects and problem statements
• Digital assets that help distinguish client
solutions
EY wavespace™ | Overview of ideation sessions
Video
Lunch Box
Shuttles
W3
Whatever, Whenever, Wherever
On-demand Shared
Multi-modal Network
Accelerating customer uptake through market variety…..
Flexible, suburban
“Lunch Box Shuttle”
gives autonomy for all.
Huge GDP
increase foreseen.
Taxes to be
lowered soon.
Family happiness
index at highest
level ever
THE WORLD OF MOBILITY AT YOUR FEET
1
YOU CAN TRUST US
2
YOU ARE UNIQUE
3
…..this requires thinking beyond the current often narrow view of the Urban Commuter
Current focus is on
traditional consumers in
urban environments –
however, real need is
potentially beyond these
well served commuters .
Family and child
“Pick me up, I need to get
there now! You are late”
Urban time poor
“I love to Live, but I never
have time for it!”
Suburban blue collar
“Don’t take my car away!”
....delivering a digital service focussed on a personal experience with a travel co-pilot……
To create meaningful mobility solutions, you need to know your users and care about their lives!
…. but who will own and operate the assets - all concepts were platform plays or marketplaces….
Mobility Ecosystem
Demand
Service
Supply/
Capacity
Infra-structure
Cit
yD
ata
Ing
esti
on
Metro, regional, cross-regional, national infrastructure
OEMs
Private Transport Personal Transport
MMJP1
Routing
Payment
Dispatching
Payment
MMJP
Passenger
Mass Transit
Ticketing
T A X I
Clo
ud
So
luti
on
s
All business models …
• Focused on being the
integrator, owning the
customer through data
driven understanding
• Had AI and predictive as a core feature
• Reliant on utilization of shared assets and access to mobility data
…. where freemium models are likely but free is the key…
New business models require new design around platform economics for
the customer
CORE OPERATIONAL PROCESSES
INTEGRATION, DATA & ANALYTICS
PRODUCT LAYER
CORE INFRASTRUCTURE
CUSTOMER EXPERIENCE
Anatomy of a Platform
Illustrative
… the focus is not on autonomous cars…all transport modes are needed to provide the widest appeal
Micro-mobility. There was a great emphasis on the new forms of
transport and the benefits they bring:► Health
► Pollution
► Congestion
► Convenience and cost
Sharing Gen2.0 is key to mass adoption allowing affordability and new
sharing models to be brought to the fore, for both car and purpose built
vehicles. Customer benefits range from productivity to affordable luxury.
Re-Defining OwnershipDeveloping new ownership models focused on:
► Sharing from the outset
► Value exchange
► Personal Aspiration
► Electrification
Mobility as a Service (People) Transport as a Service (Goods)
Dynamic fleet
insurance
Untapped
services
Freight service
provision
Fleet asset
management
Digital ID
New Finance
Models
Platform &
Marketplace
services
New ownership
models
Unknown
opportunities
Battery
charging / mgmt
Car sharing
Micro
Mobility
Intelligent-
Assistant
Robo-taxis
Intelligent car parking
Movement of
…however the future mobility market is not only about people by 2025 with goods it represents a $8.3 trillion market* and impacts every organization…
*Source: EY Analysis, Oxford Economics
Customer
Order
Operations &
Warehousing
Outbound Primary
Distribution
Virtual distribution
hubs
Last Mile
Distribution
Freight Trading platform
Vehicle Services Market Place
Vehicle Fleet Management Company
Illustrative Examples
Vehicle Fleet Investment Managers
Transport as a Service Platform Provider
….and is likely to re-configure the value chain
Toward 2030 and beyond…
…equally the value map for logistics and freight will be re-shaped…
Infrastructure New traditional Newly Enabled
ChargingBattery
recyclingTruck Parks
Transport
infrastructure
automation
Fleet share Trailer sharePredictive
maintenance
Risk and event
based
Dynamic
insurance…
Services
Marketplace
Freight
Marketplace
Va
lue
pro
vid
ers
Aggregator
Platform
operator
optimiser
Freight service
provider
Fleet manager
Technology
enablers
OEM
Over $3.2B transactions in TaaS over the last 6+ months!
…majority of the investments from outside the sector - Tech companies, PV/VC lead
…and almost all of the targets were start-ups with innovative business models
EY FOM wavespace
…so from the wavespace session what questions should we as potential players ask?
► Will mobility markets evolve into
marketplaces or platforms? Or
both?
► What is the asset operator and
service provider play?
► Is this characterized by one or
many markets?
► Is there a business model that
delivers value to all by being free to
travelers?
► If there are many markets, does a
viable business model require
playing in more than one?
► How to best enter the market now
and profitably?
EY | Assurance | Tax | Transactions | Advisory
About EY
EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities. EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com.
About the EY Advanced Manufacturing & Mobility sector
Urbanization, changing consumer expectations and emerging digital technologies are reshaping what’s possible, from the production and distribution of goods to the transportation of people. To succeed in this new world of mobility and smart manufacturing, incumbents must transform themselves at unprecedented speed —to think like an innovative startup, tap into new talent and engage the customer. With experience across the value chain and key technology alliances, our teams show clients how to create efficiencies now while adopting digitization and optionality for long-term growth. Automotive, transportation, aerospace, defense, chemicals and industrial products companies can draw on the strength of our network of cross-industry players and put our diverse range of approaches to use today to equip their businesses for tomorrow.
Ernst & Young LLP is a client-serving member firm of Ernst & Young Global Limited operating in the US. Ernst & Young LLP, an equal opportunity employer, values the diversity of our workforce and the knowledge of our people.
© 2019 Ernst & Young LLP.
All Rights Reserved.
ED none
This material has been prepared for general informational purposes only and is not intended to be relied upon as accounting, tax or other professional advice. Please refer to your advisors for specific advice.
ey.com/futureofmobility
Thank you!
Martin Cardell
EY EMEIA Automotive &
Transportation Leader
John Simlett
EY Global Future of Mobility Leader
ey.com/futureofmobility