The Transportation Cloud
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The Transportation Cloud
Hi! My name is Bart.
I work for digital agency
Find me on : @netlash.
A digital view on mobility
I know nothing about mobility.
But a lot about digital…
So it will be a bit of a forced sci-fi view.
Digital.
Digital. It’s not about e-commerce or websites or technology.
Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
First we change technology.
Then technology changes us.
Let’s start with a story.
I worked at a bank end of the 90’s.
I worked at a bank end of the 90’s.
Do you remember the 90’s?We still used these:
I worked at a bank end of the 90’s.
I had to visit lots of clients in unknown places.
Do you remember the 90’s?We still used these:
Remember these?
I prepared the night before by printing out lots of route descriptions.
Now I have this.
I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it.
Now I have this.
My behaviour changed. Induced by technology, I changed the way I prepare for driving.
‣ self-driving cars
‣ Uber (‘sharing’ economy)
‣ 3D-printing
‣ e-commerce
‣ drones
Software is eating the world.
First we change technology.
Then technology changes us.
Self-driving cars
‣ drink coffee
‣ do make-up
‣ car with a built-in sink?
‣ work on computer
‣ watch movie
‣ exercise: car with fitness?
‣ …
Self-driving cars
Car radio? Outdoor advertising?
Who pays the bill?
‣ cost per km drops dramatically
‣ switch to pay-as-you-go
‣ the story of the museum
‣ the story of the Uberpreneur
‣ the dating fleet?
‣ retailers?
Who pays the bill?
Will retailers have a fleet of self-driving
cars to take me to their shop?
Mobility will be part of someone else’s business model.
The horseless cart syndrome.
“We will use technology but
will not change our behavior.”
First we change technology.
Then technology changes us.
From ‘calling a place’ to ‘calling a person’.
“Car, bring me to a medium-priced restaurant, but not chinese.”
Cars could be the search engine for the physical world.
‣ get us (person) to a place
‣ bring it (stuff) to me
2 types of transport
This 2d type of transport will change.
Anticipatory shipping
Places will come to us.
‣ no more ‘distribution’
‣ experience
‣ pop-up
‣ forget parking…
Retail will change
Cities will have to change.
Why not redesign cities?
‣ working: remote, commute is not an issue
‣ learning: Khan Academy, Coursera
‣ shopping: anticipatory shipping
‣ storing things: sharing economy
‣ …
Why do we live where we live?
Pop-up houses?
Car ownership will shift from just-in-case to just-in-time.
Cars as elevators.
‣ from ownership to ‘job-to-be-done’
Changed perception of cars
Self-driving car = movable, lockable personal storage space.
A possible scenario for the future.
But I know nothing.
‣ price-per-km drops drastically
‣ more km are being driven (without humans)
‣ disruption happens at the bottom of the market!
‣ new top-layer app/service for interoperability
‣ private cars join this top-layer app
‣ demand for public transport will rise (at first)
‣ private fleets will join this top-layer app
‣ private cars will disappear
A possible scenario for the future
Driving a car will be like hunting.
As a sport, a bit elitist, a bit frowned upon.
‣ price-per-km drops drastically
‣ more km are being driven (without humans)
‣ disruption happens at the bottom of the market!
‣ new top-layer app/service for interoperability
‣ private cars join this top-layer app
‣ demand for public transport will rise (at first)
‣ private fleets will join this top-layer app
‣ private cars will disappear
A possible scenario for the future
Private or public Transportation Cloud?
Speed of technological change.
New York, 1900. New York, 1913.
‣ De Lijn or NMBS should invest in this
‣ we have the factories to build
‣ we have skilled and hard working car builders
‣ we have talented app developers
‣ we have talented UX designers
‣ we have experience with Hasselt as testing ground
‣ we have politicians who are innovative!
Put Flanders at the top of innovation
“We choose to go to the moon.”
We have to do this. Not because it is easy, but because it is hard.
Conversation
Questions?Questions?
Wijs bvba
Voorhavenlaan 31/3 9000 GENT
09 335 22 8009 330 09 83
http://[email protected]
BE 0473.071.275
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