The automotive and transportation industries are both significant contributors to our urban and planet challenges. I have been focusing on these two industries for some years since I believe both can change relatively quickly thus become major contributors to our ability to meet the sustainability goals and stop ruin our planet. And even better, they can drive rapid change themselves without being forced by legislators which opens a classic opportunity for innovative players to gain massive brand equity. And this time it’s for a good cause and not just by adding features, design and marketing dollars.
The often used term for the ultimate solution is Mobility-as-a-Service or MaaS, which have been talked about for many years. But up until now we have rather seen more vehicles on the streets and roads than better utilisation of the ones we already have. Car sharing services have been rolled out fighting for the same few parking lots and adding up to the jam already in place. And in many cases they already have been shut down like Autolib in Paris and in Stockholm car2go and DriveNow. Connected bicycles and scooters have been added and in some cases also already been shut down or stopped by city authorities. An average car in a city around the world is used around 3-4% of the time which obviously is massive waste of space, money and the planet.
The second major thing that will happen in the mobility market 2019 is that we finally will see the first mobility ecosystems being launched. This will lead to more data-driven innovation in the mobility market but more importantly the first limited Mobility-as-a-Service offerings being launched. I am involved in discussions with cities who are eager to see MaaS services in their cities as well as enterprises who want to offer their employees MaaS services instead of combinations of company cars, rental cars, public transportation and taxi. In both cases they are going after commercial benefits and to position themselves as doers when it comes to the sustainability challenges and corporate responsibility. The first ones will typically solve the easier parts of a MaaS service like integration of public transportation and parking services but the real challenges are to integrate cars, busses and trucks in the services which is why we at Tantalum started there. An event to recognise is the recent joint Daimler and BMW announcement about combining several vehicle related services including myTaxi, car2go and DriveNow under one umbrella. But there are many other activities in this field and I hope all cities in the world start working seriously on this now. Every single success here will make us all winners!