Activity Deliverable MOBY - Living lab e-micromobility Description of business models EIT Urban Mobility - Mobility for more liveable urban spaces EIT Urban Mobility Stockholm | 2020-10-09 eiturbanmobility.eu Reporting year 2020 Activity code 20034 Deliverable No. DEL04 Deliverable title Description of business models Document information Author(s) and contributing partner(s) - if any Name Organization Contribution Mats Engwall KTH Royal Institute of Qualitative business model analysis Technology for Stockholm Frida Borin KTH Royal Institute of Qualitative business model analysis Technology for Stockholm Gyözö Gidofalvi KTH Royal Institute of Quantitative business modelling Technology analysis Coordination Elina Merdymshaeva KTH Royal Institute of Quantitative business modelling Technology analysis Amnon Frenkel Technion - Israel Institute of Qualitative business model analysis Technology for Tel-Aviv Clement Lemardelé UPC Technology Center Qualitative business model analysis for Barcelona Quantitative business modelling analysis Mireia Gilibert Junyent Seat SA Qualitative business model analysis for Barcelona and Madrid Sebastian Pretzsch Fraunhofer Society for the Qualitative business model analysis Advancement of Applied for Munich Research 1 Contents Document information ................................................................................................................................. 1 1. Executive Summary ................................................................................................................................. 5 2. Introduction ............................................................................................................................................. 7 2.1. Qualitative Business Model Analysis Objectives ..................................................................................... 7 2.2. Quantitative Business Model Analysis Objectives .................................................................................. 7 3. Methodology for Qualitative Business Model Analysis .......................................................................... 8 3.1. The Business Model Concept .................................................................................................................. 8 3.2. Method .................................................................................................................................................... 9 4. Results of Qualitative Business Model Analysis ...................................................................................... 9 4.1. e-Micromobility in Stockholm ............................................................................................................... 10 4.1.1 Most significant fleet providers .................................................................................................... 10 4.1.2 Products and services provided .................................................................................................... 12 4.1.3 Distributing and marketing to customers ..................................................................................... 15 4.1.4 Revenue models ............................................................................................................................ 19 4.1.5 Business strategy ........................................................................................................................... 20 4.1.6 Fleet providers ............................................................................................................................... 25 4.1.7 Comparison with other mobility services in Stockholm ............................................................... 26 Public transport 26 Taxi services 26 Bicycle or scooter rental ......................................................................................................................... 27 Car sharing services ................................................................................................................................ 27 Mobility as a Service (MaaS) .................................................................................................................. 28 Pricing Strategies for Mobility Services .................................................................................................. 28 4.2. E-Micromobility in Tel Aviv Jaffa ........................................................................................................... 30 4.2.1 The most significant providers ...................................................................................................... 30 4.2.2 The products and services provided ............................................................................................. 30 4.2.3 Distribution and marketing to customers ..................................................................................... 31 2 4.2.4 Revenue models ............................................................................................................................ 32 4.2.5 Business strategy ........................................................................................................................... 32 4.2.5 Degree of use and parameters for comparison ............................................................................ 34 4.2.6 Comparisons with other mobility services in Tel Aviv .................................................................. 34 Taxi services 34 Car sharing services ................................................................................................................................ 36 Bicycle rental services ............................................................................................................................. 36 4.3. e-Micromobility Business in Barcelona ................................................................................................. 40 4.4.1 Pricing Strategies for Mobility Services ......................................................................................... 42 4.4.2 E-kickscooter licenses in Madrid and current status .................................................................... 43 4.4. e-Micromobility Business in Munich ..................................................................................................... 45 4.4.1 The most significant providers ...................................................................................................... 47 4.4.2 The products and services provided ............................................................................................. 48 4.4.3 Distribution and marketing to customers ..................................................................................... 50 4.4.4 The companies' revenue models .................................................................................................. 50 4.4.5 Degree of use and parameters for comparison ............................................................................ 52 4.4.6 Comparisons with other mobility services in Munich .................................................................. 52 Public transport 52 Taxi services 52 Car sharing services ................................................................................................................................ 53 5. Methodology for Quantitative Business Model Analysis ...................................................................... 53 6. Results of Quantitative Business Model Analysis .................................................................................. 55 6.1. List of reviewed papers on demand modelling shared micromobility services ................................... 56 6.2. Dimensional analysis of the reviewed papers ....................................................................................... 59 6.2.1 Model structure ............................................................................................................................. 59 6.2.2 Model’s level of detail .................................................................................................. 60 6.2.3 Modeled travel modes .................................................................................................................. 60 6.2.4 Input data 60 6.2.5 Model’s independent (predictor) variables .................................................................................. 61 6.2.6 Model’s dependent (target) variables .......................................................................................... 62 6.2.7 Model’s spatial level of detail ....................................................................................................... 63 6.2.8 Geographical study area ................................................................................................................ 63 6.2.9 Results with focus on service integration and its effects ............................................................. 64 3 7. Conclusions and Lessons learnt ............................................................................................................. 66 7.1. Qualitative Business Model Analysis ..................................................................................................... 66 7.1.1 Three types of policy regimes creating different business environment .................................... 67 7.1.2 Business environments’ consequences of on business models and strategies ........................... 68 7.1.3 Emerging disruptive