1. Mobility-as-a-Service
Urban Mobility trends
~2x
+34%
Mobility-as-a-Service is having the power to solve key urban challenges.
First some facts:
Within 2 decades, the global population will have grown with 12%;
The urbanization will have grown with even 34%;
However, the mobility demand will have even doubled in the same period!
This is putting some huge challenges to the cities
Transport CO2 emissions will double by 2050
In large cities, up to 40% of gasoline use is spent in cars looking for parking
Transportation is accounting for 14 – 25% of household expenses
Traffic jams result in 5.7 billion person-hours of delay annually in the United States
Source: MGI CityScope; The future mobility of the world population – Andreas Schafer, David G. Victor (2000); Bill Ford – Blue Print for Mobility; McKinsey
© Ericsson AB 2016

2. Mobility-as-a-Service
Mobility as a SErvice
Passenger Information Systems
Multi-Modal Fare Collection Systems
© Ericsson AB 2016

3. mobility-as-a-service ONE-STOP-SHOP FOR TRAVEL SERVICE COMBINATIONS
mobility-as-a-service ONE-STOP-SHOP FOR TRAVEL SERVICE COMBINATIONS
TRAVEL NEEDS
COMMUTE TO WORK
COMMUTE TO SCHOOL
BUSINESS TRIPS
VISIT FRIENDS AND RELATIVES
TRAVEL TO EVENTS
TRAVEL TO SPORTING ACTIVITIES
Simplicity
Mobility Service Provider
New and more loyal customers
TRAVEL SERVICES
ADDITIONAL SERVICES
Mobility-as-a-Service enables customers to use the best transport option for their individual needs at any time. E.g. fastest, cheapest, most comfortable and/or most sustainable transport, without having the complexity of planning or transactions.
A key foundation for the MaaS service is the provision of sufficient travel services:
Public transport is a critical part of that
Furthermore services like car/ride sharing are key to
Taxi can be added to complement the service and reach the necessary travel guarantee
The Mobility-as-a-Service broker provides Simplicity to the users: - easy to find, buy and use travel services
And it provides new and more loyal customers! - expose travel services in a new context - be more attractive by combining travel services
The value-propositions for the different stakeholders become:
The mobility-as-a-service broker: Ericsson provides the enabler for bundled multi-operator, multi-modal offering customized for the need for each travelling
Citizen: The citizens get attractive, convenient, affordable transport regardless of transport operator and transport mode
City: The city gets an enabler for sustainable, scalable and manageable transport services
RENT
POOL
SHARE
TAXI
PUBLIC TRANSPORT
RENT
TRAVEL
GUARANTEE
BONUS PROGRAMS
© Ericsson AB 2016

4. Mobility-as-a-Service
Car sharing, Car rental, Taxi, Bus, Tram, Train, Bike
180 participants/ 70 paying households
6 months
Flexible subscription (average € 135 per month)
20 cars in storage
> bookings/transactions
Ubigo Pilot
Ericsson cooperates with its partner UbiGo, a proven MaaS provider that was the first to share successful results with the pilot in Gothenburg. This was a joint effort with Chalmers University for a behavioral study on Mobility-as-a-Service.
URBAN MOBILITY
Image: Lindholmens Science Park
© Ericsson AB 2016

5. Mobility-as-a-Service
Behavior impact
50%
Changed mode of transport %
40%
Changed their trip planning
Some key results of the UbiGo pilot:
50% changed their mode of transport, where car sharing and public transport had by far the strongest growth;
40% changed the way they plan trips. They were more involved and pro-active to make better choices;
25% changed the “travel-chains” on how they get from A-to- B.
25%
Changed their ‘travel-chains’
Car Sharing
Public Transport
Car Rental
Taxi
URBAN MOBILITY
© Ericsson AB 2016 5

6. Mobility-as-a-Service
Reason for existence
Curiosity
Convenience
Economy
Environment
Before
Motivation for usage
After
+32%
Another result is that the customers were extremely happy with this paid service.
When comparing their situation before they used this service to the situation at the end of the pilot:
There has been an increase to 92% satisfied people;
Of which, a growth of 32% in ‘Very Satisfied people’.
Reason to start using the service initially was mainly driven by curiosity. At the end of the pilot the key motivation to continue with the service was very strong on convenience, much above economic reasons. They say that:
It has become easier to pay for the travel;
The service has given them better control of their travel expenditures;
The service has given them access to more modes of travel.
Concluding, the pilot was successful both from commercially as well from customer perspective. Ericsson considers this as a good proof for the MaaS business model.
URBAN MOBILITY
© Ericsson AB 2016

7. Mobility-as-a-Service
© Ericsson AB 2016 7