me and all s… - turning maas visions into actions€¦ · wien | Österreich © austriatech me...
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Wien | Österreich © AustriaTech
Me and all S… - Turning MaaS Visions into ActionsMartin Russ, AustriaTech
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1 Starting points
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FluidtimeEnabling Smart Mobility.
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MaaS
about the environment
about co-operationabout public transport
about access to mobility
culture club
about bussiness
about competition
about user needs
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Digital Market Options
Reduced Car Ownership
Strengtheningof Public Transport
MaaS
= Value!
SocietyEnviron-
ment
Economy Technology
Drivers/Motivation
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„Mobility for Life“
Transport Services
Automotive(Sales)
A simple market perspective…
Public / State
BusinessConsumer
A simple value perspective …
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…
Emotion
Exper-ience
Diversity
Demo-graphy
EfficiencyAfford-ability
Safety/
Security
Sustain-ability
Tension: Mobility =/<> Service
FromIdea toMarket
Legal Certainty
Business Models
Value forMoney
Policy
User Market
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Consumer Attitudes Towards MaaS
„I would be willing to trytransport modes I previouslydid not use if my MaaS plan included them“
MaaS opens new opportunities forcurrently underutilised modes
„If MaaS were available I would not need to buy a carat all“
MaaS has the potential todecrease vehicle purchasingamong current non-owners
„MaaS would help medepend less on my car“
MaaS has the potential todecrease private vehicle usage
9
12%
38%50%
56%21%
23%
29%
20%
51%
Source: www.maaslab.org@UCL
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UbiGo - Experiences
Utilization (monthly averages) – overestimation of needo Daily PT tickets: 1,920 used vs 2,220 purchased (~15% overest.)
o Car hours: 620 used vs 904 purchased (~30% overest.)
Overall 64% reported changes in travel behavior, e.g.:o 43% reported changes in mode of transport
o 34% reported changes in their way of planning trips
o 22% reported changes in trip chains
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Source: Design & Human Factors at Chalmers University of Technology Gothenburg, Sweden; Jana Sochor, MariAnne Karlsson/TRB 2016
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2 Service Eco-System
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Eco- vs. Ego-Systems
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Simplified Ownership
Car Sharing & Pooling
Peer Transport Services
Mutimodal Planners
Combined Mobility Packages
Integrated Public Transport
Capacity Management
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USER
Traffic Management &
ParkingSafety & Warning
Connectivity & Automation
Car/Bike Sharing and Pooling
Freight Demand and Delivery Management
Multi-modal trip info, booking, ticketing and
payment
Mobility Services
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User acceptance
& involvement
Authori-ties
/Operators
SMEs/Start Ups
Academia/RTOs
Industry
Real life test scenarios, Code of Practice, (CoP)
Smart Financing/Procurement
Smart Governance
Business models
Social Innovation
(co-)operationmodels
Products, services
Mobility Innovation Eco-System
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Integrated Mobility - Basic Needs
Public Transport Operators
Mobility Operators
OEM Services
MaaS Operators/Marketplaces(also non-Mobility)
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All „act integrative“ Open Data & APIs, „Fair Competition“
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3 Strategies
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Austrian MaaS RDI Roadmap – Action Areas
• pilot business-& operating-models for MaaS (e.g. Mobility Aggregator)
• Go beyond „pure“ Mobility & Transport Framework
• Develop cooperation-models for MaaS
• Macro- economicevaluation
• Impact analysis – Mobility Behaviour
• User-expectations & useracceptance
•cross-sector data-ecosystems
•Develop/agree on dataexchange formats and Service APIs
•Promote open data concepts
•Standardise data structuresof different service domains
• Politcal Commitment & Goals
• Awareness on Operator-Level
• Foster cooperationamongst providers andother sectors
Policy Data
BusinessImpact
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MaaSiFie - Framework
Enablers Barriers
• Seamless Payment • Proprietary ticketing
• Access to transport services • Car as a status
• data as commodity • “Poor” public households
• service-oriented mobility planning • Lack of MaaS related “steering bodies”
• Implementing “Living Labs” • Organisational structures
• communication networks • Uncertain value creation
Financing (in general/digital infrastructure)
Policy regulation (incl. pricing/return of investment policy)
User acceptance (more “digital natives” vs. unclear user behaviour)
Transparency (as an enabling factor or if still missing as a barrier)19
Game Changers
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MaaSiFie Architecture & Day 1 Actions Access to transport/traffic data &
services
Implementing a common governance structure regulating/deregulating data markets
Performance indicators/KPIs for common backend services
MaaS framework defining the border between public responsibilities and market shares
Enable effective matching of supply & demand
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Competitive dialogue Unable to specify the technical means
or financial set up
Negotiated Procedures For testing purposes or in sectors such
as transport
Service Procurement …
Innovation Partnership Combination of R&D + Commercial
Procurement (Three phases)
the partner(s) will develop the new solution in collaboration with authority.
How to specify and standardiseproducts (systems or single objects)?
Governance for service operation?
Procurement strategies for contracts, purchases and concessions?
Local value creation perspectives versus the scalability of concepts and services
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4 Solutions
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The way forward
Clear goals & KPIs!(Access, Costs, …)
Select key service domains
Clear Target groups
It starts with a Vision!
Architecture(data-backend-customer)
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… in practice Nationwide RTTI („VAO“, white label)
Vienna.Mobile.Lab IÖ // KombiMo/TIM (Graz)
Link Services -Linking Danube (AT & CZ, SK, HU…)
Data Market Austria - Cross-Sector Ecosystem
Regulate & support data exchange standards (Netex)
⁺ Sharing Mobility – (De-)Regulation (local/regional)
⁺ A white label „Mobility-Platform“
⁺ New pricing schemes (bundling, wholesale!?)25
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5 Steps
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Do you want to sell other‘s services? Do you want others to sell your services?
What is your favoritestrategic/policy option?
Open Data & APIs –(de-/re-)regulation!
New tax regimes – mobility packagesinstead of company cars!
Do you think you know enoughabout your customers? What is your perspective on
innovation?Procure innovation or participate in an open business environment?
Some final Questions …
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5
4
3
2
1
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The MaaS Readyness Level!
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And finally, MaaS as a newMobility Policy Narrative
It‘s about future business& value creation to ensure
sustainable mobility!
Transport Research Arena
16 - 19 April 2018, Vienna/Austria
www.traconference.eu