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Innovation in Ecosystem Business Models: an Application to Maas and Autonomous Vehicles in Urban Mobility System

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Innovation in Ecosystem Business Models: an Application to Maas and Autonomous Vehicles in Urban Mobility System Innovation in ecosystem business models : An application to MaaS and Autonomous vehicles in urban mobility system Rodrigo Gandia To cite this version: Rodrigo Gandia. Innovation in ecosystem business models : An application to MaaS and Autonomous vehicles in urban mobility system. Economics and Finance. Université Paris-Saclay; University of Lavras, UFLA (Brésil), 2020. English. NNT : 2020UPASC018. tel-02895349 HAL Id: tel-02895349 https://tel.archives-ouvertes.fr/tel-02895349 Submitted on 9 Jul 2020 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. Innovation in Ecosystem Business Models: An Application to MaaS and Autonomous Vehicles in Urban Mobility System Thèse de doctorat de l'université Paris-Saclay École doctorale n° 573 Interfaces : approches interdisciplinaires, fon- dements, applications et innovation (Interfaces) Spécialité de doctorat : Ingénierie des systèmes complexes Unité de recherche : Université Paris-Saclay, CentraleSupélec, Laboratoire Genie Industriel, 91190, Gif-sur-Yvette, France. Référent : CentraleSupélec Thèse présentée et soutenue à Lavras, le 23 avril 2020, par Rodrigo Marçal GANDIA Composition du Jury Jakob PUCHINGER Professeur, U. Paris Saclay, Chaire Président Anthropolis (IRT Systemix-LGI CS) Gilmar MASIERO Rapporteur Professeur, Université de São Paulo Marcio PIMENTA Professeur, Université Fédérale de Rapporteur Uberlândia André GRÜTZMANN Professeur, Université Fédérale Examinateur de Lavras Isabelle NICOLAI Directrice de thèse Professeur, CentraleSupélec Joel SUGANO Professeur, Université Fédérale Directeur de thèse de Lavras Thèse de doctorat 2020UPASC018 : NNT École doctorale n°573 Interfaces Approches interdisciplinaires, fondements, applications et innovation (Interfaces) Titre : Innovation dans les Modèles D’affaires D’écosystèmes : Une Application au MaaS et à L’intégration des Véhicules Autonomes dans un Système de Mobilité Urbaine. Mots clés : Mobilité comme Service ; Véhicules Autonomes ; Mobilité Urbaine. Résumé : Le concept de mobilité comme service Nous avons constaté que pour prendre une place (MaaS) s’est généralisé dans les pays occidentaux et durable dans le système de mobilité urbaine, le est devenu une option de marché concrète, présen- MaaS doit être considéré comme un modèle d’af- tant une offre de système de transport basée non faires modulaire et adaptable, applicable à tous les plus sur la propriété mais basée sur l'usage. L’utilisa- contextes socio-politiques, réglementaires, envi- teur est ainsi au centre des questions de mobilité ur- ronnementaux et économiques. Pour cela, le baine, de sorte que les consommateurs doivent être modèle d’affaires de cet écosystème innovant doit ouverts à l'adoption de nouvelles technologies, telles tenir compte de l'acceptation des consommateurs, que les véhicules autonomes. Cette thèse vise à d’une coordination des multiples acteurs constitu- analyser le concept de MaaS pour identifier les con- ant la chaine de valeur au sein d’un MaaS et des ditions de sa mise en œuvre et de sa diffusion dans systèmes de transport existant avec leur dé- la mobilité urbaine de demain. veloppement d’innovations technologiques (véhic- ule autonome). Title : Innovation in Ecosystem Business Models: An Application to MaaS and Autonomous Vehicles in Ur- ban Mobility System. Keywords : Mobility as a Service ; Autonomous Vehicles ; Urban Mobility. Abstract : The concept of Mobility as a Service We found that to take a sustainable place in the ur- (MaaS) has become widespread in Western countries ban mobility system, MaaS must be considered as and has become a solid market option, presenting a a modular and adaptable business model applica- transport system offer based no longer on ownership ble to all socio-political, regulatory, environmental, but use. This approach places the user at the heart of and economic contexts. To this end, the business urban mobility issues, so consumers must be open to model of this innovative ecosystem must take into adopting new technologies and services, such as au- account consumer acceptance, coordination of the tonomous vehicles. Based on our research, this Ph.D. multiple actors making up the value chain within a thesis aims to analyze the concept of MaaS in order MaaS and existing transport systems that are spe- to identify the conditions for its implementation and cific with their development of technological. diffusion in tomorrow's urban mobility. Innovation in Ecosystem Business Models: An Application to MaaS and Autonomous Vehicles in Urban Mobility System Final deposit Thesis National Number (NNT) : 2020UPASC018. By: Gandia, Rodrigo 1,2 Supervised by: Sugano, Joel1; Nicolaï, IsaBelle2 1: Universidade Federal de Lavras, Brazil ; 2: CentraleSupélec, Université Paris-Saclay, France For my parents, my cornerstone, my everything, Marta and Lourenço. To my brother, my friend, my inspiration, Rômulo. To my love, my safe place, Andréia. I Dedicate Acknowledgements It is a little bit funny to stop and write “acknowledgments” when in fact, thanking should be a daily habit of our Journey... Unfortunately, we cannot always say thank you; sometimes, it passes… the rush of everyday life often tries to justify a thank you’ forgotten hug. However, this is the time to externalize in words - at least to try - a bit of the gratitude’ feeling for each of the essential people to complete this Journey named “doctorate”. First and foremost, I thank God and my family, my father Albany Lourenço Godoy Gandia and my mother Marta Lúcia PeruJo Marçal Gandia, examples of determination, inspiration, and life; and my brother Rômulo Marçal Gandia, who has always been in my side given support, encouragement, and plenty of laughs, love you all! To my loving fiancée, Andréia Nunes Campos, for the belief, complicity, friendship, and patience, always being there for me. To my advisors, professor Joel Yutaka Sugano and professor Isabelle Nicolaï, who have always been by my side, helping to make possible the moments when everything seemed impossible. To profes- sor Arthur, responsible for the beginning of this incredible Journey looking for solutions on urban mobility in Brazil and - why not - the world. In the “UFLA world” many friends were present. To the professors and researchers of the Laborató- rio de Mobilidade Terrestre - LMT and to the Grupo de Estudos em Redes e Estratégia - GEREI, es- pecially to the professors Daniel Rezende, Grützmann, Antonialli, Danilo Alves, Zambalde, and Luiz Henrique. To Deila and the entire staff of the Programa de Pós-Graduação do DAE. To my statistical friends, who helped me so much in my Journey through the world of numbers, professor Izabela and Julia, thank you. To my siblings by choice, Fabio and Bruna, without words to thank you for everything. To the great friends that the academy gave me - and became for life - Thais, Daniel Leite, Guilherme, Dudu, Elisa, Cassiano, Ricardo, and Zé Willer. You all made this Journey lighter. To PH, who introduced me to the academic world back in the master's degree and, since then, more than a professor, I have a friend for life. There are too many people to “remercie” in France too! To the professors and staff of École Cen- traleSupélec, in particular the members of Laboratoire Génie Industriel - LGI, especially professors Bernard, Pascal, Jakob, Flore, and Danielle. To my friends of LGI Abood, Hichem, Haythem, Tasneem, Selmen, Ouaïl, Islam, Bassem, Gustavo, Ikaro, Rongyan, and Hoang-Phuong (FonkTronk). Besides, of course, to the dears’ Delphine, Sylvie, Corrine, Carol, Mathieu, and Suzanne Thuron. To the whole deuxième étage from Maison du Brésil and my friends Jeferson, Lucio, and Fillipo. To Fapemig and CAPEs for the scholarships granted to me for the accomplishment of this thesis. Thank You | Muito Obrigado | Merci Beaucoup “If I have seen further, it is by standing on the shoulders of Giants.” Isaac Newton GENERAL ABSTRACT Given existing environmental pressures, the importance of traffic safety, and increasing regulatory constraints, mobility in cities is a significant concern for communities and citizens. In this context, technological innovations based on the widespread use of connected and shared vehicles, the emer- gence of Autonomous Vehicles (AVs), impose a reflection on the definition of sustainable urban mo- bility in the cities of the future. In addition to traditional transport, individual solutions are being developed (car sharing, soft mobility, autonomous shuttle, son on), which must be part of a global urban mobility system. In this sense, the concept of Mobility as a Service (MaaS) has gained ground and has become a concrete market option ensuring a transition from the existing property-based transport system to a use-based system. MaaS meets the transport needs of users through a single interface of a service provider by combining different modes of transport to provide a tailor-made mobility offer. This approach places the user at the center of mobility issues. The innovations involved in urban mobility are technological but also social and organizational. They are
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