www.scottish-enterprise.com
A Bright Future – Mobility as a Service
Dr George Hazel OBEScottish Enterprise Smart Mobility Network Integrator
Inspiring FuturesStirling, 11 September 2015
www.scottish-enterprise.com
Future mobility is moving rapidly from a traditional operationally based model to a new world driven by personalised, customer driven services
You take the blue pill and the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill and you stay in Wonderland andI show you how deep the rabbit hole goes.
Morpheus
www.scottish-enterprise.com
Survey of Megacity Officials & Influencers (n=522 across 25 cities during Oct./Nov. 2006)
www.scottish-enterprise.com
The Future of Cities
Megacities
London Munich Vienna US-Mayors
European GreenCity Index
Sustainable CityChallenge in Canada
Sustainable Cities Complete Mobilityin the GTHA
www.scottish-enterprise.com
From Trends to Future Mobility Core Needs
Globalisation
Urbanisation
Land Use
Ageing
Workforce Participation
Smaller Households
Affluence
Consumer Culture
Motorisation
Congestion
Environmental Awareness
Infrastructure Spend
ICT Availability
Governance
Complex Trips
Consumer
Congestion
Enabling Technology
Government Policy
Personalised Options Informed Decisions Simple Mode Neutral Inform & Communicate Personal Connectivity Physical & Virtual Integration Coordinated Transfer “Zero-Wait State” Trusted Services Perceived Value Transparent Value
Proposition Payment Mechanism Attractive Mobility Package
User Focused
Seamless
Value
www.scottish-enterprise.com
The Future of Mobility - personal, seamless and of value to the user
www.scottish-enterprise.com
Yesterday’s information broadcast – top down
www.scottish-enterprise.com
Today’s information broadcast – fast, flexible, interactive, personal and global
www.scottish-enterprise.com
The Industry/Profession Challenge
Collision
Public Sector
Energy Sector
ICT Sector
Transport Sector
Mobility Services
Winning in “smart mobility” markets
TODAY TOMORROW
www.scottish-enterprise.com
Smart Mobility: Scottish Exemplars
Smart Mobility Cluster (KIC)
Transport
Systems
Energy Informatics
SMART MOBILITY
Telematics & Intelligent Transport
Distributed Energy Management
Smart
Grid
Smarter Grid Solutions Ltd
SkyScanner Ltd
Alexander Dennis Ltd
World leading hybrid bus & vehicle charging demo in Glasgow
Global informatics phenomenon exporting from Scotland
Uni of Strathclyde spinout; Global software leader in power grid management
CMAL Ltd
World first hybrid ferry as part of sustainable islands project
www.scottish-enterprise.com
Things
Vehicles
Networks
Service
Buyer
Big
Dat
a
Know-how
Information
Things that move
• People• Goods
Vehicles
• Land• Sea• Air
Networks
• Transport• ICT• Smart Grid
Service Provider
• Valued• Integrated• TrustedCustomers
• People• Business• Government
The Smart Mobility Value Chain
ServiceProviderNetworkVehiclesThingsInformation
www.scottish-enterprise.com
What does a smart mobility system look like?
www.scottish-enterprise.com
Mobility Service Provider (MaaS)
Val’s lifestyle needs serviced by the
personalised Urban Commuter package
BigCo plc saves money with the Business World
package
Tom is never late with the 15 minute package
Mr and Mrs BeSafe buys family safety and security with the Family package
© ITS Finland
www.scottish-enterprise.com
The Potential of Smart Mobility
Potential outputs■ Generates new markets and profits – a global business
■ Generates new funding streams from value added products and services
■ Helps to attract and retain residents, businesses and visitors through
personalised services matched to their lifestyle needs
■ Generates efficiency savings
■ Provides the ability to shape and balance the mobility system
■ Enables the delivery of other strategic objectives like health, environments
and social needs
www.scottish-enterprise.com
Future Mobility is driven by finding and capturing
customer value
www.scottish-enterprise.com
New personalised products and services
Using incentivisation, gamification, nudging, etc related to customer values
Design-invalue
Find the value
Capture the value
Smart Mobility is a Value Based Approach
Understand user values from lifestyle needs
www.scottish-enterprise.com
People see value very quickly
• London’s Heathrow Airport to City Centre• Cost on the “Heathrow Express” is £18
($27) for a 15 minute journey• On the London Underground it can cost as
little as £2.90 ($4.40) – BUT takes around 1 hour
• 16,000 passengers take the Heathrow Express on a daily basis
• ….but 1st Class is usually almost empty!
www.scottish-enterprise.com
Value drives the market and behaviour – and the results can be dramatic
TTC trial showed 57% increase in public transport use!
www.scottish-enterprise.com
Spitsmijden, Netherlands – incentives to reduce peak traffic
Pilot project Paid participants to travel
by public transport or out of peak time
Used smart phones to provide information and cameras to enforce
Discounts and PTP type advice
20-50% change away from peak car use
www.scottish-enterprise.com
Information creates value – increased coffee sales!
www.scottish-enterprise.com
What is Scottish Enterprise doing to help companies move into smart mobility ?
www.scottish-enterprise.com
Unique Selling Point
ScotlandDevolved GovernmentTalented and skilled peopleJust the right sizeEngineering excellence
Industry specialisationTransport
InformaticsEnergy
Retail
MarketsPeople buy SM serviceBusiness buy SM servicePublic Sector buy SM serviceLaunchpad to Global Markets
Research ExcellenceScience
TechnologyEngineering
Mathematics
www.scottish-enterprise.com
Mobility Integration Challenge – 1st Round
The Mobility Integration Challenge is a competition designed to help Scottish technology and engineering company prove the value to prospective buyers of Smart Mobility products and services in Scotland leading to accelerated success in international markets.
The Challenge: Scotland is challenged to create the most advanced, integrated mobility capability in the world and to show how this can be commercialized through demonstration projects that bring global competitive advantage to our company base and our cities and communities.
www.scottish-enterprise.com
Response to the SE Challenge to Industry
53 bids received from multi-million to small SME companies for
initial challenge
180 organisations involved in the bids – all led by industry but
many including the public sector, academia and international
partners
All bids were assessed and routed to appropriate places
7 live bids at present - total project value to date is £1.65 m with
SE providing £473.5 k. Note that 2 of these bids have 5 original
bids consolidated within them
Other bids are being discussed with bidders
www.scottish-enterprise.com
Internationalisation
Building International Competitiveness
Revenues from new MarketsInward Investment
International Representation
Sustainable Economic Growth
InvestmentInnovation
People JobsTalent to GrowEntrepreneurship
Growth FinanceInfrastructure
“Place”
Companies Markets Sectors
Revenues from new Products, services
MobilityService
ProviderNetworksVehiclesThingsIoT
TAEB2C;B2B
;B2G Insight
Scale of our Ambition:112m<+Turnover<672m pa from 2020 on
Entry into Open
Innovation Partner
Network
>200 globally ambituous SMEs
World Class STEM Research spanning Informatics, Transport, Energy and Engineering
Informatics
Sensors
Great Companies
Talented people
Competitive Infrastructure, enabling technology, and public sector support
B2G: $400B by 2020
B2C: 14% consumer income
B2B: $13T by 2020
Global
Transport
Energy
www.scottish-enterprise.com
Matching seekers and solvers
Open Innovation Partner NetworkMoU
Private Sector Needs
Experiments Global Leadership
Targeted Implementation
Partner Network Benefits
Access to open data**
Government support and incentivesOver 250 Ambitious SMEs in Cluster
Global Tier 1 companies
Exit
Entry GVA
** Mobility Opportunity Development Environment project is in development
www.scottish-enterprise.com
Mobility Service Provider (MaaS)
Val’s lifestyle needs serviced by the
personalised Urban Commuter package
BigCo plc saves money with the Business World
package
Tom is never late with the 15 minute package
Mr and Mrs BeSafe buys family safety and security with the Family package
© ITS Finland
www.scottish-enterprise.com
What are the career prospects?
Traditional engineering and transport disciplines Companies in transport, automotive, energy, ICT and data
management All sectors of the value chain – Mobility Service Providers,
vehicles, networks, moving things – people and goods and Internet of Things
Public and private sectors
www.scottish-enterprise.com
What needs to happen?
How do schools careers learn and understand Mobility as a Service?
How can the current advisory services include the traditional and the emerging opportunities?
Who should take the lead? How is this knowledge passed to students?
www.scottish-enterprise.com
A Bright future - Mobility as a Service
Dr George Hazel OBEScottish Enterprise Smart Mobility Network Integrator
Inspiring FuturesStriling, 11 September 2015
Top Related