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Business Platforms for Automated Driving Systems: a Product-Service System Approach for Mobility As a Service

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Business Platforms for Automated Driving Systems: a Product-Service System Approach for Mobility As a Service FABIO ANTONIALLI BUSINESS PLATFORMS FOR AUTOMATED DRIVING SYSTEMS: A PRODUCT-SERVICE SYSTEM APPROACH FOR MOBILITY AS A SERVICE. LAVRAS - MG 2019 FABIO ANTONIALLI BUSINESS PLATFORMS FOR AUTOMATED DRIVING SYSTEMS: A PRODUCT-SERVICE SYSTEM APPROACH FOR MOBILITY AS A SERVICE. Tese apresentada à Universidade Federal de Lavras, como parte das exigências do Programa de Pós-Graduação em Administração, área de concentração em Gestão Estratégica, Marketing e Inovação, para a obtenção do título de Doutor. Prof. Dr. Joel Yutaka Sugano Orientador Dr. Arthur de Miranda Neto Dra. Isabelle Nicolaï Coorientadores LAVRAS - MG 2019 Ficha catalográfica elaborada pelo Sistema de Geração de Ficha Catalográfica da Biblioteca Universitária da UFLA, com dados informados pelo(a) próprio(a) autor(a). Antonialli, Fabio. Business platforms for automated driving systems: a product- service system approach for mobility as a service / Fabio Antonialli. - 2018. 189 p. : il. Orientador: Joel Yutaka Sugano. Coorientadores: Arthur de Miranda Neto; Isabelle Nicolaï. Tese (Doutorado) - Universidade Federal de Lavras, 2018. Bibliografia. 1. Autonomous Vehicles. 2. Urban Mobility. 3. Business Platforms. I. Sugano, Joel Yutaka. II. Miranda Neto, Arthur de. III. Nicolaï, Isabelle. IV. Título. FABIO ANTONIALLI BUSINESS PLATFORMS FOR AUTOMATED DRIVING SYSTEMS: A PRODUCT-SERVICE SYSTEM APPROACH FOR MOBILITY AS A SERVICE PLATAFORMAS DE NEGÓCIOS PARA SISTEMAS AUTOMATIZADOS DE CONDUÇÃO: UMA ABORDAGEM DO SISTEMA DE PRODUTOS-SERVIÇOS PARA A MOBILIDADE COMO SERVIÇO Tese apresentada à Universidade Federal de Lavras, como parte das exigências do Programa de Pós-Graduação em Administração, área de concentração em Gestão Estratégica, Marketing e Inovação, para a obtenção do título de Doutor. APROVADA em 10 de Dezembro de 2018. Dr. André Grutzmann Universidade Federal de Lavras Dr. André Luiz Zambalde Universidade Federal de Lavras Dr. Danilo Alves de Lima Universidade Federal de Lavras Dr. Hélio Lemes Costa Jr. Universidade Federal de Alfenas Dr. Joel Yutaka Sugano Orientador Dr. Arthur de Miranda Neto Coorientador Dra. Isabelle Nicolaï Coorientadora (École CentraleSupélec / Université Paris-Saclay) LAVRAS - MG 2019 Para meu amor, minha amiga, meu porto-seguro, Lara. Para meus pais, meus alicerces, Yolanda e Luiz Marcelo. Para meu irmão, Renan. Para meus avós. Para todos empreendedores, pesquisadores e trabalhadores que almejam um futuro melhor. EU DEDICO AGRADECIMENTOS Primeiramente, sou grato a Deus e a minha família, especialmente à meu pai, professor e exemplo Luiz Marcelo Antonialli, à minha mãe Yolanda Maria Pinto Antonialli e à meu irmão Renan Antonialli, que sempre estiveram ao meu lado, me apoiando e encorajando. À minha amada esposa, Lara Siqueira Oliveira Carvalho pela cumplicidade, amizade e paciência e por sempre estar ao meu lado. À minha parceira de corrida e melhor amiga de quatro patas, Cristal Antonialli, apesar de não ser humana, você foi fundamental nesta conquista. Ao meu professor orientador Joel Yutaka Sugano (PPGA/UFLA) pelo apoio, instruções e ensinamentos. Ao meu coorientador, professor Arthur de Miranda Neto (DEG/UFLA), pela confiança e incrível oportunidade de doutorado sanduíche a mim concedida para conduzir parte de minha pesquisa na França durante 2017. E por último mas não menos importante, à professora Isabelle Nicolaï (minha coorientadora na França) por me receber de braços abertos na escola CentraleSupélec (Laboratoire Génie Industriel) assim como pela paciência e incríveis ensinamentos e instruções. Aos meu colegas de Pós-Graduação, pelo companheirismo durante essa caminhada, em especial à meus “irmãos por escolha” Bruna Habib Cavazza e Rodrigo Marçal Gandia por embarcarem comigo nessa jornada, compartilhando das alegrias e agonias e juntos superando os desafios. Ao grupo de estudos em Redes, Estratégia e Inovação (GEREI/UFLA) por ter sido minha segunda case durante três desses quatro anos. À todos os colegas e funcionários do Departamento de Administração e Economia da UFLA e do Programa de Pós-Graduação em Administração (PPGA/UFLA), em especial à Deila Pereira. Aos meus queridos colegas Daniel Leite Mesquita, Thaís Assis, Guilherme Alcântara e Eduardo Lasmar, pela ajuda em diversos momentos da pesquisa. A todos os professores e pesquisadores do Laboratório de Mobilidade Terrestre (LMT/UFLA), em especial ao professor Danilo Alves de Lima. Aos membros da minha banca de defesa por aceitarem o convite e por todas as sugestões e críticas. Aos professores, funcionários e colegas da École CentraleSupélec, em particular aos membros do Laboratório de Engenharia Industrial (LGI). A todos os colegas e funcionários da Maison du Brésil pela incrível acolhida. Às agências de fomento CAPES e CNPq pelas bolsas de estudo a mim concedidas para a condução deste trabalho de tese. A todos empreendedores, pesquisadores e demais colaboradores que de forma direta ou indireta me ajudaram na coleta de dados para a pesquisa. De modo geral, agradeço muito a todos que de uma forma ou de outra contribuíram e torceram por mim durante esses quatros anos de trabalho duro. Do fundo do meu coração, muito obrigado! “A dream you dream alone is only a dream. A dream you dream together is reality.” JOHN LENNON RESUMO GERAL O crescente número de veículos existentes no mundo vem fazendo com que cidades sofram com problemas severos oriundos do trânsito. Com estimativas de 66% da população mundial vivendo em cidades em 2050, a mobilidade está se tornando um fator-chave que afeta o bem- estar e qualidade de vida dos cidadãos. Atrelado à popularização da economia de serviços, os Veículos Autônomos (VAs) representam uma mudança potencial e disruptiva para o atual modelo de negócios dos transportes urbanos, trazendo a promessa de mudar o futuro da mobilidade afetando não somente os modais de transporte mas a sociedade como um todo. Diante deste contexto, este estudo teve como objetivo propor e discutir cenários de plataformas de negócios para Veículos Autônomos sob a perspectiva do Sistema de Produto- Serviços em contextos distintos de mobilidade urbana. Partindo de uma ontologia construtivista, a pesquisa apresenta carácter qualitativo, descritivo, exploratório e preditivo sendo realizada por meio da coleta de dados em fontes secundárias - literatura acadêmica e cinza e primárias - via entrevistas, grupos focais e questionários com pesquisadores e professionais em mobilidade urbana no Brasil, França, Bélgica e Estados Unidos. Os resultados apontam que à chegada dos veículos autônomos no mercado se dará de forma mais disruptiva com os veículos sendo oferecidos como serviços ao invés de produtos, conclui-se também que os motivos para se usar um carro serão reconfigurados com diferentes pesos para os fatores instrumentais, simbólicos e afetivos. As principais tipologias de uso para os VAs serão desmembradas entre ofertas Business-to-Business, Business-to-Consumer e Peer-to- Peer para ambos transporte de passageiros e de cargas, tais como: ride-hailing, ride-sharing, car-pooling, microtransit e transporte na última milha. Esses modelos de negócios se configuram como plataformas multilaterais, as quais podem ser subsidiadas ou não pelo provedor da plataforma e podem oferecer serviços de mobilidade de um ponto A ao B por meio de soluções uni-modais ou multimodais; com isso, quatro cenários futuros foram criados de forma a extrapolar exemplos reais para um contexto onde VAs se configuram como um modal de transporte. Por fim, buscou-se entender qual seria a melhor estrutura de governança para guiar as transações em cada um dos cenários embasando-se nos ativos específicos tangíveis (modais de transporte) e intangíveis (dados). Conclui-se que para os cenários onde a plataforma é dona da frota (cenários A e C) as estruturas de governança tendem a ser mais hierárquicas, o que reduz os custos de transação mas eleva os custos operacionais. Por outro lado para os cenários B e D onde não há subsídios, a governança tende a ser mais híbrida, com custos operacionais inferiores e custos de transação mais altos. Em suma, em contextos de big data, estruturas mais complexas de plataformas de mobilidade tendem a criar a necessidade de estruturas de governança mais sofisticadas (smart contracts via blockchain) além de um comportamento mais dinâmico dos stakeholders envolvidos. Palavras-chave: Veículos Autônomos. Mobilidade Urbana. Plataformas de Negócios. GENERAL ABSTRACT The growing number of vehicles in the world has been causing cities to suffer from severe problems derived from traffic. With estimates of 66% of the world‟s population living in cities by 2050, mobility is becoming a key factor affecting citizens‟ well-being and quality of life. Linked to the popularization of the service economy, Autonomous Vehicles (AVs) are a potentially disruptive change to the current business model of urban transportation, promising to change the future of mobility affecting not only the transport modes but society as a whole. Given this context, this study aimed to propose and discuss business platforms‟ scenarios for Autonomous Vehicles under the perspective of a Product-Service System within distinct urban mobility contexts. Starting from a constructivist ontology, the research presents qualitative, descriptive, exploratory and predictive nature, being carried out through data collection in secondary sources - academic and gray literature - and primary sources - via in- depth interviews, focus groups and questionnaires with researchers and professionals in urban mobility in Brazil, France, Belgium and the United
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