Future of Mobility

Mobility-as-a-Service

The better the question. The better the answer.
The better the world works.

Key areas we will cover:

1
1

3
3
Page 2

Overviewof MaaS
Driversof MaaS2
2
Enabling widespread MaaS
adoption

Enabling widespread MaaS
adoption*Mobility-as-a-Service abbreviates to MaaS

Key challenges to MaaS
adoption

Key challenges to MaaS
adoptionMobility-as-a-Service can be defined as…

“The integration of multi-modal transport into asingle mobility service accessible on demand”

Page 3

… and has three key defining characteristics

One platform combining
multi-modal transport
real time data

Single, integrated
payments for entire
journey

Subscription Fee

Page 4

Pay-per-Trip

Customer preference
based journey
optimisation

What do you think?

Do you believe MaaS will change your mobility

behaviour in the future?

a)

d)

Yes

Page 5No

A number of forces are driving the move to MAAS

Urbanisation

Data

TechnologicalEnablement

Page 6

Changing
Demograhic

Consequences ofUrbanisation

1

Increased Urban population
The World Bank projects that by 2050, India's urban population will nearly double to 857
million—more than twice the population of the United States. Over the next 15 years alone,
the country will have to build between 7.5 and 9.5 billion sq ft of residential andcommercial space each year to keep pace.

3Page 7

2Resource Constraints
Limited resource and appetitie to increase
infrastructure Yet movement is a problem to solve

Increased Urban Sprawl

Australians travel time increases 15% between 2002 and 2011

Travel is the second largest household expenditure in Australia between
10-17% of household income

Technology emerging rapidly across alldimensions – as an enabler of MaaSDevelopment and adoption of
5G Networks – speed andreliability of connections

Blockchain and smart contracts –facilitating trust and payments.
Tech agnostic, plug and playthrough API’s
Page 8Smart city Sensors - exponentially
increasing the amount andgranularity of information

AI and Deep Learning facilitating
real time and predictive analytics

Technology enabling new forms ofmobility – customers requiring MaaSOn Demand Bus

DronesPage 9Autonomous vehicles

Bike Sharing‘Golden Map’

Data
underpinningthe provision ofMaaS

Page 10Aggregation of datafrom individual,
trip, vehicle andcity level solutions
to enable acomplete mobilityecosystem.
Data can also beapplied using otherapplications, toenhancefunctionality but
most of all userexperience.

Changing Demographic - Characteristics

Millenials
On demand

Flexible

Gen Z

Experience

Technologicallyadvanced

Enviromentally Active

Networked
Page 11

Low need forpossession

Practical

This document contains proprietary EY information and should not be distributed without EY permission

Materiallyendowed
ConvenientChanging Demographic - Connected

Smart phones fundamentally change how we behave…

Page 12This document contains proprietary EY information and should not be distributed without EY permission

Changing Demographic- Rise of sharing

Net flix

Combines need forflexibility, to be on
demand and to bepractical
The advent of the “doit for me” generation

Page 13This document contains proprietary EY information and should not be distributed without EY permission

1133
Page 14

Overviewof MaaS
Driversof MaaS2
2
Enabling widespread MaaS
adoption

Enabling widespread MaaS
adoption*Mobility-as-a-Service abbreviates to MaaS

Key challenges to MaaS
adoption

Key challenges to MaaS
adoption

MaaS potentially offers a far superior way of getting from A to B…
Present Travel

Drive personallyowned carHome¥
Fuel & Maintenance
ProvidersPark at thestation

Train

Take a taxi¥¥¥

ParkingOperator

Train
Operator

Taxi DriverWork

Mobility-as-a-ServiceHome

Ride-share anEV

Train

¥
Page15
Decision
pointsCycle Hire¥Intelligent managementWork… with the ability to change necessity into experience…..

ChoiceLess complicated journeyplanning and travelling

Page 16

Convenience

Opportunity for greater
connection

Productivity

Using previously wasted
time the way you wantMaaS can achieve Effective resource allocation……
Today, most travellers do not think about their journey
beyond the destination

88%of travellers do not
engage in transport modal
choicePage 17

…….by redefining mobility as an experience…

71%
of SMILE pilot respondents
tried new routes

97%of Ubigo pilot respondents
wanted to keep using theservice after the pilot ended74%
of trips by Helsinki Whim
respondents involved public
transport (previously 48%)

Using technology to meet customer need“Show me”

Page 18“Tell me”

“Do it for me”

… if it fulfils customer, business and government needs across four areas

CustomerBusiness / Government

Present

Costly and complex farestructures

Disjointed customer
experience

Inefficient transportutilisation

Structural concerns andreliance on subsidies

MaaS

Integrated, more costeffective journeys

One journey platform to“look, book and pay”

Incentivised change inmobility behaviours

New sustainable businessmodels emerge

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….. however incorporation of the first MaaS company has taken over adecade

2002

1996
Pilot successfully
executed in Sweden“Intelligent information
assistant” idea introduced

TodayFuture of Mobility

2015
World’s first MaaS
company founded2016

What’s next?
Hanovmobil – first attempt
Founding of Mobilityto realise modal integration
Competition
Competition
as-a-Service Alliance
Profitability

Profitability
Popularity

Popularity
Proof of Concept

Proof of Concept

Initial idea

Page 20

New MaaS providers
slowly enter market

…as each element required by MaaS has the potential to inhibit widespread
adoption and development…..

Open data

Effective
customer sharing

Integrated ticketing /payment mechanisms

Cross-stakeholder
collaboration

Page 21

…..so a development pattern is beginning to emerge
HighDegreeofModalintegration

LookLowFew
Page 22

Range of value addedservices

ManyCitymapper an early entrant demonstrates the intelligent use of todays
available data but as yet has not addressed the payments and stakeholder
issues

Tesseract

Page 23

Qixxit is an emerging MaaS offering optimisation booking and payment, butstill lacks cross sector collaboration hence ticket integration…..

Tesseract

Page 24

Whim is perhaps the purest example of a MaaS provider today…..
“As the world’s first ever mobility operator, we’re set to make the biggest change in transport since affordable cars
came to market”
MaaS Timeline:2015
Founding of Mobility-as-a-Service AllianceWorld’s first MaaS company founded

2016

Page 25

the further development of trends and technology could conspire to overcome
todays challenges……

Open data

Effective customer sharing

Disruptive Trends

Urbanization
Sharing
economyPage 26

Environment
al concerns

Cross-stakeholder
collaboration

Disruptive Technology

Consumer’s desire
to always beconnected

Diminishing emotional
attachment to cars

Integrated ticketing /payment mechanisms

Changing
consumer’s
expectations

Autonomousvehicles

IoT

Blockchain

Sensors &digitaltechnologies

ArtificialintelligenceOf these blockchain has the potential to provide trust that can enable effective
customer engagement and sharing and cross industry collaboration…

Open data

Effective customer sharing

Disruptive Trends

Urbanization
Sharing
economyPage 27

Environment
al concerns

Cross-stakeholder
collaboration

Disruptive Technology

Consumer’s desire
to always beconnected

Diminishing emotional
attachment to cars

Integrated ticketing /payment mechanisms

Changing
consumer’s
expectations

Autonomousvehicles

IoT

Blockchain

Sensors &digitaltechnologies

Artificial
intelligenceFour key features underpin Blockchain…

Page 28

Distributedledger

Open Source
designCryptocurrency
capability

Smart
Contracts

… it therefore presents unique value in solving MaaS’ biggest challenges

Open data

Effective customer sharing

Integrated ticketing /payment mechanisms

Cross-stakeholder
collaboration

Distributedledger

Open source
designCryptocurrency
capability

Smart
Contracts

Secure, validated dataeases sharing concerns

Enables brandcustomisation on whitelabel platforms

Automated payments tocross border / modaltransport operators

Defines and tracks
liability points acrossjourneys

Page 29

……Tesseract is an example of a blockchain based MaaS solution which we are
exploring to develop the MaaS promise, however this is purely a technology
solution….

Ethereum based SmartContracts have been compiled

Tesseract

In experimentation, supporting
500 users

Tesseract

White label platform for client
customisation
Page 30

Being developed using our crosssector network and experience

…if the future of mobility will develop as a market in this way….

Mobility
Platform
Operator
Distributes
revenues

OEM reachOEMNew
ownership
forms

AV Operator

Balances
supply /demandOn-demand
services

Other Transport
Mode Operators

Enables, oversees
and improvesmobility system

Integrated
services

User Pools
Per-use /Unlimited access

Page 31

Source: Boston City, WeForum, BCG, EY analysis

CityProvisions
experience

This document contains proprietary EY information and should not be distributed without EY permission

…. this represents a fundamental change from a command and control
transport system to fully activate this market for mobility
Society

Customers

Customer Pools

Page 32?.............

Micro transit

Drone transport

Drone Delivery

Robo Taxis

On demnd bus

Plane

Car

AirportRoadBusMaaS

RailPlane

CityCar

AirportRoadBusRailCity

….to achieve this cities, their planners and policy makers will need to manage
the opportunity and to choose the role or roles they want to play
Five areas of opportunity for Cities and Transport Planners
SupportFour Potential Roles

Enforce

Responsive policy
Enabling policy
Clarity on governanceFederal,state .city
Collaborations

Clarity on the Regulatory
framework
Pre-emptive regulation
Data regulation

MarketResponder

ProvideMaaSMarkete.g. expand cycling trails,
access to fast lanes

Technology Road maps
Difgital adoption
Data policy
Delivery models
InformPage 33

MarketManager

Consumer adoption
Market entry
Accelerator
programmes
Incentives

MarketOwner

MarketOrchestrator

…but most importantly don’t forget the human in all of this……..

HumanCentredTechnology

Data

Business Model

This document contains proprietary EY information and should not be distributed without EY permission

……just cast your mind back to 2001…

Apple did not revolutionise the music industry
through technology alone, they reinvented thecustomer experience

Page 35

The bottom line is…

“Technology alone is notenough”- Steve Jobs, 2010

Page 36

Thank you
Please contact your hosts
for more information

Page 37

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