2015-07-16-奥纬咨询-Mobility_2.0_–_Finding_the_Perfect_Mix_4页_168kb

Mobility 2.0 Summary

Key Concepts

Mobility 2.0 refers to the evolution of transportation where multiple modes like car-sharing and public transport integrate seamlessly, with smartphones playing a central role in booking, payment, and access. Roland Keppler, as chief operating officer of Moovel GmbH, envisions it as a global strategy to create flexible on-demand mobility, aiming to be competitive with companies like Amazon.

Strategic Directions

• Integration of apps and services with smartphone technology, promoting intermodal and connected mobility.
• Expansion to Asian markets, adapting to local needs such as infrastructure and payment methods.
• Three factors for business resilience: seamless customer experience, reliable 24/7 availability, and sufficient vehicle utilization for sustainability.

Future Differentiation

• Emphasis on easy access and local market adaptation for on-demand services.
• Influence of new technologies, third-party data, and autonomous vehicles.
• Urban areas focus on reducing congestion, while rural areas may require stationary-based car-sharing.

Regional Variations

• Urban regions see high demand for individual mobility, supported by Moovel's Car2go service.
• Rural markets may not support free-floating sharing due to low demand, but station-based options could work.

Interaction with OEM Business

Car2go complements Daimler's core car business by offering alternatives to car ownership, connecting with customers in urban environments and reducing parking issues. It also serves as a test market for new vehicles, potentially boosting sales.

Impact of Sharing Economy

The sharing economy extends beyond mobility to areas like retail and finance, fostering customer habits toward shared products and services, especially among younger generations.