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Business models for mobility management

Business models for mobility management. How do we make MM measures financially viable in development areas?. Session overview. Background business models for MM Introduction business models MM measures for development areas Group assignment Closing. Why do we need business models?.

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Business models for mobility management

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  1. Business models for mobility management How do we make MM measures financially viable in development areas?

  2. Session overview Background business models for MM Introduction business models MM measures for development areas Group assignment Closing

  3. Why do we need business models? In a context of deregulation we can´trely on public authoritiestosupplymeans of travel, tosecure a satisfyingsupplystakeholderswillneed an answerto the question; What´s in for us? Why mobility management in development areas? Moving flats meansbreaking old habits, a window of opportunitytopromotesustainable transport modes But.. Mobility services needsto be operational from dayone, otherwise the resultmay be the opposite Creates a problem, services aremostimportantwhentheyare the least profitable, business models areneeded

  4. What is a business model? Description of means and methods a firm employs to earn the revenue projected in its plans. It views the business as a system and answers the question, "How are we going to make money to survive and grow?"

  5. Exempels of business models Bricks and clicks Business model that integrate offline (bricks) and online (clicks) presence. For example when a business sells a product online and the customer picks it up in physical store. Collective Companies or organizations who operates in the same or related areas share resources, information or offer other advantages for their customers Component A model developed by IBM to analyze the relationship between a company´s strategy and their organizational ability and investments in order to define abundant or overlapping units

  6. Exempels of business models Cutting out the middleman A model where a company sells there product directly to their customers instead of supplying through stores Distribution Several different types of models, franchise, 7Eleven and McDonalds. Freemium, common in digital sales, demo version is free but to use the full version with more functions you have to purchase the product

  7. Spotify a freemium that changed a market Free with commercial or monthly fee. Gathers a huge range of different music suppliers (labels) underneath the same cloud. The user only needs one portal to reach everything. Spotify collects revenue and distributes to suppliers.

  8. Private Public Partnership “As much value as possible to taxpayers” Does not necessarily have to be financial revenue. A useful service that makes a transportation easier for the public is good value. Having public stakeholders owning processes can ensure longevity for services, however business models can be developed to include private stakeholders in order to cut costs to maintain the system.

  9. Model for development areas

  10. MM measures for development areas Car Clubs Bike hireschemes Commuter parking for cyclists ICT solution Travel plans Informations packs

  11. Car Clubs Restrictions Must be in place as part of the environmental ambtions and constrained infrastructure External Actors The City: Needs to ensure presence of Car Clubs PT operator: May want offer customers Car Clubs as part of their service. Car Club operators: Wants as many users as possible per car, wants the service to be profitable from day one. Users Wants as small amount of users as possible per car to ensure availability. Wants as cheap service as possible. Wants service to be in place from day one

  12. Rental bikes Restrictions Need to be in place to cater for short trips within the area. External actors The City: Wants to make sure short trips are made by bike. PT operator: Have an agreement with a supplier as service for their customers Supplier: Wants as much commercial exposer for their stations as possible

  13. Users Companies: Wants their visitors to be able to use the bikes, need stations outside their buildings Inhabitants: Wants stations as close as possible to their flats to make commuting smooth

  14. Commuter parking for cyclists Restrictions A certainamount of parkering needsto be in placeoutside the subway station based on the amount of travellers Externalactors The City: land owner PT Companies: service needed for thiercustomers Users Long distance, expensive bikes, WTP moderate ifsecure Short distance, WTP mostlikelynothing

  15. ICT Restrictions Needsto be in placeto make travellingwithsustainable modes as easy as possible. Externalactors All suppliers of travel services wantstoexposetheirproducts The Municipalitywantsto make sure the system runssmooth for the inhabitants Users Wants it all in oneplace

  16. Travel Plans Restrictions The Municipalitycanuse the possibilitytolower the amount parking if the buildingcompaniesdeveloptravel plans Externalactors Buildningcompanies, wantstobuild as cheap as possible Landlords, wantstomaximizeincome from tentants, do not wanttoexcludeanypossibletenants

  17. Travel Plans Users Tenants, wants offices that fits their needs, both in terms of environmental policy and accessibility.

  18. Information packs Restrictions The Municipalitywantsto make sure the inhabitants gets offers and information goodenough for themtoavoidgetting a car Externalactors All transport providerswantsto get their services exposed Users Inhabitantsthatrecently has movedto the area Companiesthatrecentlymovedintotheiroffices

  19. The Case New development area Central location, 3 km to central station 10 000 apartments 30 000 work opportunities Infrastructure already strained High environmental ambitions, 1,5 ton CO2 per inhabitant by 2020 Served initially by subway and buses and later by streetcars High income, usually means high car use

  20. The Assignment Develop business models for MM measures: Use different business models May be public, private or PPP Becuse of the highenvironmental ambitions the City is willingtoinvest, buttheywantsexternalactors and userstocarry as much as possible of the cost.

  21. Externalstakeholders Identify and list the externalstakeholder Whywouldthey be interested? Whataretheirneeds? What is their business plan?

  22. Users What different kind of usersgroupswillthere be for the service? Whataretheirneeds? What is the willingnesstopay (WTP)

  23. Business model Motivewhy the business model is profitable for all

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