A New Business Model Strategy to Improve Shared Mobility Services
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DEGREE PROJECT IN INDUSTRIAL ENGINEERING AND MANAGEMENT, SECOND CYCLE, 30 CREDITS STOCKHOLM, SWEDEN 2018 A new business model strategy to improve shared mobility services A Case Study on Sweden ZINEB ANEFLOUSS KTH ROYAL INSTITUTE OF TECHNOLOGY SCHOOL OF INDUSTRIAL ENGINEERING AND MANAGEMENT A new business model strategy to improve shared mobility services A case study on Sweden Zineb Aneflouss Master of Science Thesis TRITA-ITM-EX 2018:639 KTH Industrial Engineering and Management Machine Design SE-100 44 STOCKHOLM En ny affärsmodellstrategi för att förbättra delade rörlighetstjänster En fallstudie på Sverige Zineb Aneflouss Master of Science Thesis TRITA-ITM-EX 2018:639 KTH Industrial Engineering and Management Machine Design SE-100 44 STOCKHOLM Master of Science Thesis TRITA-ITM-EX 2018:639 A new business model strategy to improve shared mobility services A case study on Sweden Zineb Aneflouss Approved Examiner Supervisor 2018-08-29 Sofia Ritzen Anna Pernstal Brenden Commissioner Contact person RISE Eilert Johansson Abstract It is widely recognized that the world’s over-reliance on transportation contributes to many environmental problems, especially in urban areas. Sustainable mobility is a solution and an important dimension of a Smart City. Shared mobility services are part of sustainable mobility and they are widening its portfolio especially in the past decade. However, the number of users is still low compared to its high potential, and innovative solutions can only succeed with the combination of increasing the awareness of citizens, incentivizing them, and promoting their behavioural change. This paper is dedicated to the shared mobility business models as part of the collaborative consumption, and finding out the challenges and opportunities of this emerging market in a Swedish context and comparing it to a Moroccan one. The goal is to explore the key features of the main market players and the possible ways of improvements that could possibly take carpooling and car-sharing to a next level. It explores the high potential of gamification and other mechanisms to incentivize voluntary behavioural changes towards shared mobility solutions. In a first place the theoretical part provide an overview of the shared mobility in general with its different aspects highlighting the role of new technologies and internet in the development of this concept. An online survey aimed at testing the knowledge of the respondents on the concept, discover which elements affect their involvement and find out how things can be improved by analysing the feedbacks. Key words: Shared mobility, Carpooling, Car-sharing, Shared mobility services, features, Business model. Examensarbete TRITA-ITM-EX 2018:639 En ny affärsmodellstrategi för att förbättra delade rörlighetstjänster En fallstudie på Sverige Zineb Aneflouss Godkänt Examinator Handledare 2018-08-29 Sofia Ritzen Anna Pernstal Brenden Uppdragsgivare Kontaktperson RISE Eilert Johansson Sammanfattning Det är allmänt känt att världens beroenden av transporter bidrar till många miljöproblem, särskilt i stadsområden. Hållbar mobilitet är en lösning och en viktig dimension i en smart stad. Delade mobilitetstjänster är en del av hållbar mobilitet och dess portfölj har utökats särskilt under det senaste decenniet. Antalet användare är dock fortfarande lågt jämfört med den höga potentialen och innovativa lösningar kan bara lyckas med kombinationen av att öka medvetenheten om medborgarna, stimulera dem och främja deras beteendeförändringar. Denna rapport är inriktat på affärsmodellerna för delad mobilitet som en del av konsumtion genom samarbete och identifierar utmaningarna och möjligheterna på den nya marknaden i ett svenskt sammanhang och jämför det med en marockansk. Målet är att utforska huvudaktörerna hos de viktigaste marknadsaktörerna och möjliga sätt för förbättringar som möjligen kan ta bilpoolning och bildelning till nästa nivå. Potentialen inom gamification och andra mekanismer för att stimulera frivilliga beteendemässiga förändringar mot gemensamma mobila lösningar undersöks. Inledningsvis ger den teoretiska delen en översikt över den delade mobiliteten i allmänhet med sina olika aspekter som framhäver rollen som ny teknik och internet vid utvecklingen av detta koncept. Genom en online-undersökning som syftar till att testa kunskapen om konceptet hos de svarande, har faktorer som påverkar deras engagemang och hur saker kan förbättras identifierats. Nyckelord: Delad mobilitet, bilpoolning, bildelning, Delad mobilitetstjänster, Funktioner, Affärsmodell. Acknowledgements The completion of this thesis would not have been possible without the help and contribution of many people. I would like to thank Mr. Eilert Johansson from RISE Stockholm and Ms Anna Pernstal Brenden from the research center Integrated Transport Research Lab (ITRL) at KTH for their precious time, supervision and encouragement to make this journey a rewarding one. It has been very interesting to discover all the work being done in the area of smart mobility and the research progress that made me realize that it is field where there still a lot to be done. I would also like to thank my family and friends for all the love and support. Zineb Aneflouss Stockholm, 08-2018 Table of Contents Abstract ...................................................................................................................................... 7 Sammanfattning ......................................................................................................................... 9 Acknowledgements .................................................................................................................. 11 I. Introduction ............................................................................................................................. 1 I.1. Problem Statement: .......................................................................................................... 1 I.2. Project description and methodology: .............................................................................. 2 I.3. Research questions and Hypothesis: ................................................................................ 3 I.4. Scope and limitations: ...................................................................................................... 3 II. Shared mobility literature review: ......................................................................................... 5 II.1. PESTLE analysis: ........................................................................................................... 5 Political factors: .................................................................................................................. 5 Economical factors: ............................................................................................................ 5 Social factors: ...................................................................................................................... 7 Technological factors: ......................................................................................................... 9 Legal factors: .................................................................................................................... 11 Environmental factors: ...................................................................................................... 11 II.2. Car-sharing Industry overview: .................................................................................... 13 II.2.1. Business models: .................................................................................................... 13 II.2.2. Car-sharing around the world: ................................................................................ 15 II.2.3. User perspective: .................................................................................................... 17 II.2.4. Technologies: ......................................................................................................... 18 II.2.5. SWOT: ................................................................................................................... 18 II.3. Carpooling Industry overview: ..................................................................................... 21 II.3.1. User perspective: .................................................................................................... 22 II.3.3. SWOT: ................................................................................................................... 22 III. Market Analysis: ................................................................................................................ 27 III.1. Car-sharing market players: ......................................................................................... 27 III.1.1. B2C Car-sharing Major Market Players analysis: ................................................ 28 III.1.2. P2P Car-sharing Major Market Players analysis: ................................................. 28 III.1.3. Key Features: ........................................................................................................ 30 III.2. Carpooling market players: ......................................................................................... 31 III.2. 1. Major Market Players analysis: ........................................................................... 31 III.2. 2. Key Features: ....................................................................................................... 32 IV. Survey: ..............................................................................................................................