Mobility Services Michalk

KIT – University of the State of Baden-Württemberg and National Research Center of the Helmholtz Association

KARLSRUHE SERVICE RESEARCH INSTITUTE (KSRI)

www.kit.edu

www.ksri.kit.edu

Mobility Services Dr. Wibke Michalk, Dr.-Ing. Martin Kagerbauer

Karlsruhe Service Research Institute www.ksri.kit.edu

Institut für Verkehrswesen www.ifv.kit.edu

Agenda

§  10:30 – 11:15 Travel Demand (Surveys), Trends in Mobility Research

§  11:15 – 12:00 Business Models in the Mobility Sector

§  13:30 – 15:00 Hands On Session: The Future of Mobility

§  15:30 – 17:00 Present your Solutions!



Services in the media

http://www.computerwoche.de/subnet/hp-converged-cloud/2517318/#

Gartner misst dem Cloud Service Brokering hohe Bedeutung bei. Dabei können Cloud- Dienste verschiedener Provider gemeinsam genutzt werden. Gartner-Analysten glauben, dass die IT-Abteilungen strategische Partnerschaften aufbauen sollten und sich damit als eine Art lokaler Cloud-Service Agent zu positionieren.

http://www.mobilaro.de/news/2067-carsharing-in-koln-car2go-und-drivenow-starten

Mobilitätsservices bieten traditionellen Automobilherstellern die Möglichkeit, neue Geschäftsfelder zu erschließen und neue Kundengruppen zu gewinnen. Carsharing „on-demand“ ist in vielen Städten erfolgreich.

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Change in mobility services offerings

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IT-Support: Find your parking lot!


[https://www.park-now.com/customerWeb/pages/find-parking-list.jsf]

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IT-Support: plan your journey


[www.moovel.com/en]

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1892787



§  Services §  Mobility §  Business Models


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Service Research

ICT, especially the Internet, has changed the rules §  ICT drives de-/recomposition of service value networks

§  ICT drives location-independency of services

§  ICT enables dynamic scalability of services

Services drive the economies of developed countries

Example: historical development of GDP contribution of industrial sectors in Germany

Service Research

Agriculture (value from harvesting nature)

Manufacturing (value from making products)

Services (value from enhancing the capabilities of and the

interactions between entities) 0%

20%

40%

60%

80%

100%

1810 1860 1910 1960 2010

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Spohrer et al. (IBM): "Service Science, Management

and Engineering" (SSME), 2007

Summer School on Services: Mobility Services

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Service Research


9

Energy Health-care

Cor-porate

ICT

World Wide Web

Mobility

Service Research investigates complex service systems where economic value is created jointly by multiple independent parties, acting together efficiently through the systematic use of information and communication technologies…

…from different perspectives and in different domains

... and others

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Economics & Management Computer Science

Service Research – The Necessity of Interdisciplinary Research

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Which innova*on and collabora*on tools are necessary

for smart metering?

How do pricing strategies change the demand?

How can failure and conges*on in energy grids be stochas*cally modeled?

How can energy data be shared and integrated within Smart grids?

How can scalable infrastructure improve the decentralized

communica*on?

When do innova*ve services cannibalize exis*ng

services?

Which pricing tariff will lead to the

op*mal outcome?

How can monitored data

reduce uncertainty in resource planning?

How can data-‐mining techniques improve the performance in

health care diagnos*c?

How can soAware quality be

measured and improved in hospitals?

Operations Research


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External Drivers change Mobility §  ...legal requirements

§  Low emission zones §  City centers tend to be „car-free“ §  …

§  ...improved technologies §  Increase of UMTS coverage §  Distribution of smartphones §  …

§  Systemic requirements §  Lack of parking spaces §  Willingness to share §  „environmental concern“ §  ...

Internationales Verkehrswesen, dvv 2012

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Mobility Services: Example Car-Sharing §  Car-Sharing – A Success Story

§  Start in 1992 §  Foundation of the Car-Sharing group in 1999 §  Start with 200 Cars §  Increasing number of users

§  Aims of Stadtmobil §  Increase Mobility §  Preserve the environment

[www.stadtmobil.de]


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Mobility Services: new Car-Sharing offerings

§  New Offerings create increasing flexibility §  Car2Go (Daimler), DriveNow (BMW), Flinkster (DB), etc. §  Terms and Conditions:

§  No advance booking (max. 15 Minutes reservation) §  Pay-As-You-Go: billing per minute §  Refueling and parking fees are included §  No fixed stations §  Fixed area, in which the car can be parked §  Low variety in the types of cars


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§  Definition §  Building blocks §  Modern Mobility Services


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Why Business Models?

§  Before: §  „Business Models try to map the reality of an enterprise with its

processes, tasks and communication relationships to an IT-System in information management.“ [Stähler 2001]

§  Modeling of enterprises with UML as a basis for the supporting information system [Eriksson und Penker 2000]

§  Nowadays: §  ...“a business model is understood as a plan of how an enterprise

should look like to meet certain customer reuirements“ [Stähler 2001]

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Business Models: different approaches

§  Description of Service, product, and information flow, as well as all stakeholders and their roles; potential benefits for stakeholders; sources of revenue [Timmers 1998, Selz 1999, Amit and Zott 2000]

§  Customer interaction, structure of assets, impact of knowledge [Venkatraman and Henderson 1998]

§  Business concept that is applied in practice. A business concept comprises of: §  Value proposition, §  Architecture of value creation, §  Revenue model. [Hamel 2000, Stähler 2001]







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Components of Business Models

§  Value Proposition §  What value is created by the enterprise?

§  Architecture of Value Creation §  How and by what configuration is value created?

§  Revenue model §  How is money earned?




Value Proposition

§  Value that customers and partners in value creation gain by the business model

§  Customer: §  Which value does the customer get? §  Orientation towards meeting requirements and needs, not the

product. §  differentiation: which tasks are not executed by the enterprise.

§  Partners in value creation: §  Utility for partners in the value network §  What is the incentive to participate in the business model? §  E.g.: suppliers, complementaries,...




Value Proposition CarSharing

§  Customer‘s view §  Increase in degree of mobility §  Reduced costs as compared to owning a car §  Preserving the environment §  Different types of cars §  No duties w.r.t. maintenance and cleaning

§  View of partner enterprises §  Gaining further market shares §  Advertisement for own products §  Increased reputation §  Increase in sales (electric vehicles, used cars)




Architecture of Value Creation

§  Product and market design §  Product portfolio §  Service portfolio §  Market differentiation (geographically,customer segments)

§  Internal Architecture §  Resources §  Steps of value creation §  Communication channels and coordination mechanisms

§  External Architecture §  Customer interface §  Partners in Value Creation

§  Degree of stability §  Duration of relationships




Value Creation as an Example:

§  Product and market design §  Mobility §  Short term car rental §  Car services (cleaning, maintenance,...)

§  Internal Architecture: §  Service Center Employees (booking, maintenance,...) §  ICT Infrastructure §  Acquired vehicles

§  External Architecture: §  Knowledge about car usage §  Car manufacturers / traders §  Garages §  Different car sharing enterprises




Revenue model

§  Value proposition and architecture of value creation show cost side of the business model

§  Revenue model: §  What are the sources of revenue and how is revenue generated? §  Different types of revenue possible




Revenue model – an example

§  Car sharing revenue: §  Rental fees for cars §  Participants‘ fees §  Advertisement revenue §  sponsoring




Summary Business Models

§  Value Proposition §  Customers §  Partners

§  Architecture of Value Creation §  Product and Market Design §  Internal Architecture §  External Architecture §  Degree of Stability

§  Revenue Model


Costs

Revenue






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Mobility Services: Transport

§  Services offer marketing channel: §  Trains §  Public transport §  Call-a-Bike §  Car-Sharing…

§  Mobility Services as traders:

provider "  Hotels "  Car rentals "  Air carriers

Trader "  HRS, " Booking.com " opodo,

consumer " Travellers, "  Enterprises


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Mobility Services: Transport

§  Public Transport §  ...the share of person, news or goods‘ transport

that is available to everybody. §  „ÖPNV“ is the short-distance part of public

transport on streets, rails and on the water.

§  Taxi §  Car-Sharing §  Bike Rentals §  ...




Mobility Services: Enabler

§  Financial Services §  Maintenance §  Full Service Contracts §  Parking §  Composition of offerings:

§  Travel agency §  Difference between organizer and

trader




Mobility Services: ICT support

§  Add-On to existing offerings §  Services that help to organize mobility §  E.g.: KVV-App

§  Location via GPS §  Search Connection §  Book ticket

§  For a connection §  Per „district“




Mobility Services: ICT Support

§  Mobility portal bahn.de §  DELFI (Durchgängige Elektronische FahrplanInformation) §  Search for connections (incl. Alternative routes) §  Tickets, Reservations, etc. §  Information in advance and during the journey [Delfi 1997]




Mobility Services: ICT Support

§  Dynamic, intermodal travel planning §  Alternative Routes §  Different carriers

§  Car2Go §  Mitfahrgelegenheit.de §  SSB §  VBB §  VVS §  myTaxi


[www.moovel.com/de/]



Intermodal Traveling

§  Vacation trips (Train, flight, taxi,...) §  Park and Ride (car, public transport) §  Business trips §  ...




Development of Smart Business Networks

Consumers are looking for customized

solutions by a single provider

ICT support

Providers focus on their core

competencies

Providers want to increase their market share

Business Networks


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HANDS ON SESSION


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What you heard up to now

§  Gathering Data §  Existing polls in Europe and Germany §  Evaluating Data §  Shift of offers by car manufacturers §  Business Models in general and especially for car

manufacturers




The big issues and questions:

§  Different aspects of inter-/multimodal mobility: §  Up to now, there is just a small multimodal group §  Who is already part of it? Who is not? §  Where is the no yet acquired market potential?

§  Is there a special impact by the demographic shift?




§  How can the market potential be realized? What support is required? §  Technical / technological view (devices, apps, data, information) §  Which services need to be included?

§  What does this imply from the viewpoint of a

§  Car manufacturer, §  Public transport provider, §  CarSharing provider, or §  Third party provider?




Your task is now:

①  To gather in groups

②  To define one of the aforementioned problems in more

detail

③  To discuss potential solutions to your problem

④  To prepare a means of presenting the problem and its

solution


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