Stuttgart Services – A New Approach to Support Multimodal Mobility Management

Stuttgart Services – A New Approach to Support Multimodal Mobility Management

Thomas Keltsch, MRK GmbHFlorence, 8th May 2014

T. Keltsch (MRK): Stuttgart Services, Florence, 8 th May, 20142

■ E-Mobility in Germany and Baden-Wuerttemberg

■ „Stuttgart Services“ – Project Background

■ Preliminary Results User Requirements

Use Cases

Business Model

■ Contribution to Multimodal Mobility Management

Overview


■ Vision of the National Electric Mobility Platform (NPE): Germany is supposed to evolve into the lead manufacturer and

service provider and lead market for E-mobility by 2020. ‘‘E-mobility made in Germany“ stands for systemic solutions, which combine

climate and resource protection with a technological leadership and a new added value.

■ How can this goal be achieved? Market preparation until 2014: research and developement, showcase projects Market development 2017: pilot markets for electric vehicles and infrastructure Market roll out 2020: starting point of the mass market, stable business models

National Electric Mobility Platform: 2nd Report

market preparation market development market roll out

2014 2017 2020


Living Lab BWe mobil – Baden-Wuerttemberg’s showcase project

In April 2012, four German regions have been selected as national showcases for electric mobility:■ Baden-Wuerttemberg■ Bavaria and Saxony■ Berlin and Brandenburg■ Lower Saxony

Their projects are funded by four federal ministries...■ Federal Ministry for Economic Affairs and

Energy (9.5 Mio € Funding)■ Federal Ministry of Transport and Digital

Infrastructure■ Federal Ministry of Education and Research■ Federal Ministry for the Environment, Nature

Conservation, Building and Nuclear Safety

...as well as the individual states and regions


LivingLab BWe mobil – Overview

■ Facts & Figures: More than 100 partners in 40 projects with a

total volume of more than € 110 million 2015: more than 2,000 electric vehicles and

1,000 charging points in the region of Stuttgart and the city of Karlsruhe

Development of sustainable mobility systems and viable business models

Electric mobility can be experienced: e-bikes, e-cars & plug-in hybrid busses on the road

■ 4 main themes characterize the LivingLab BWe mobil: Intermodality Internationalism Close to citizens Close to relevant manufactures


■ The LivingLab BWe mobil projects reflect the complex system of e-mobility and address nine key topics:

Intermodality Fleets & Commercial Transport Energy, Infrastructure, ICT Living & Electric Mobility Urban & Traffic Planning Vehicle Technology Training & Qualification Communication & Participation Interdisciplinary Research

LivingLab BWe mobil – Key Topics


Trade and Commerce

Industry

Public Services/ Transport

Energy

Smart Cities = Mobility Markets of the Future

Rising environmental Awareness

Share Economy

Urbanization

Electric Mobility

Multimodal Providers of Mobility and Services

Cross-indusrty, integrated product concepts

The Challenge is to link all stakeholders using ICT on the basis of sustainable business models

Drivers

Trends

Smart Cities: Drivers and Trends


14 Project Partners and 9 Associated Partners take part in the Project Stuttgart Services

Municipal Services Software

Industry

Science / Consulting

Mobility

Access to a large number of potential customers Inclusion of own products in comparative trip planning

process Additional sales channel and lead creation for marketing Augment utilization of own products by gaining new

customers and activating existing customers

Participation in highly visible innovative project leads to improved image

Gain know-how and experience as well as a base for further projects and business development initiatives

Open system using standardized interfaces and integration logic leads to low and predictable implementation effort

Goals of the Partners

Open for additional Partners

Extending the number of (mobility) services provided, esp. in the areas parking and „last mile“

Integrating of additional (public) services to create a „citizen card“

Car rental, Taxi, Parking, Ridesharing

*

*

*

*

*

**

* Assoc. Partners

*

*

Public Transport


Project Stuttgart Services Parking management Innovative modes of driving Speed limits Redesign traffic infrastructure in the

direction of „Shared Spaces“

Reduction of individual motor car traffic in Stuttgart by up to 20% to lowerCO2-emissions, particulate dust and noise as well as avoid traffic jams

Change the Modal Split to strengthen the sustainable modes of traffic (Public transport, e-mobility, car/bike Sharing, bicycles and by foot)

Political Ends (Excerpt)* Action plan (Excerpt)*

* Stuttgarter Zeitung vom 23.07.2013: Kuhn fordert neue Mobilität für bessere Luft (http://www.stuttgarter-zeitung.de/inhalt.mobilitaetskonzept-kuhn-fordert-neue-mobilitaet-fuer-bessere-luft.8c3b17f9-a1e8-4926-a74f-9689c419efa7.html)and Generalverkehrsplan Baden-Württemberg 2010: Nachhaltige Verkehrsentwicklung – Mobilität sichern

Stuttgart Services supports the Regional Transport Policy


Stuttgart Services – intelligently integrated, sustainable and simple mobility supplemented by urban services for the Stuttgart region

citizens.

VISIONStuttgart Services – Main Vision


Stuttgart Service Card gives its Owner Access to a Variety of e-mobile and Urban Services

Use electric powered Car- and Bikesharing

Charge electric vehicles at EnBW charge points

Parking (PBW / Airport Stuttgart)

Borrow media from public libraries

Use public services, e.g. public baths

Collect Bonus Points for purchases

Use the electric powered public transport

The required business logic is provided by the Stuttgart Services IT-infrastructure

SSC IT-landscape (functional view)


General Requirements voiced by potential customers (excerpt):■ Single registration for several services■ Simple registration process■ Should not be limited to owners of a PC or Smartphone ■ Availabilty of both automated processes (Internet) and Customer Service

Points (e.g. partners‘ existing service centers)■ Single point of truth for all topics (avoid „diffusion“ of responsibility vis-a-vis

customers/complaints/…)■ Multilingual offer■ „Rather excellent service than discounts.“

Focus groups used to gain deep understanding of User Requirements – Results (excerpt)


Over 70 specific Use Cases identified - Excerpt

Activate/ Deactivate Services

Registration using one of several sales channels(Web Service, Customer Service Centers…)

User profile (perferred modes of transport…)

Get information / routing

Purchase e-Ticket for Public Transport Reservation/Booking for Car- and BikesharingReserve Tickets for event at the Public LibraryManage account (cancel Carsharing-reservation…)

Use Service based on SSC Media

Reserve/ Book Service

Register as SSC User

Customer Use Cases

Journey planner for pedestrian & bicycle routing and Park & Ride

Journey planner for Car- and Bikesharing

(real time)journey planner for public transport and motorized individual transport)

Comparative and intermodal trip information and routing

Partner and user information (personal data, bonus points…)

Receive information about services, promotional offers, etc.

interactive street map

Activation/ (Temporary) Deactivation of Services, e.g. Carsharing via Web-Service,

Public Transport Customer Service Center…

Charge e-vehicle @ EnBW-charging pointUse public transportUse Car- and BikesharingPark (PBW) and Stuttgart airportBorrow media from public librariesPay entrance fee at public baths Collect Bonus Points for purchases


Combined Use Cases: Intermodal Mobility and Urban Services – Example: Shopping downtown

Route

Book/make reservation for Mobility and activity

Information onMobility and Activity

Purchase e-ticket (put on whitelist)

J

At home (B2C Portal)

T

Public Transport

Exit

Ticket inspection

Validate/Check in

Enter

R

City

J = Journey planningT = TicketR = Ride (bus/metro)PG= Purchase goods

LegendCan be done using Service Card

Receive/spend bonus points

D = Drive (vehicle)P = ParkC = Charge

PG

Information

Product

Services

C

eCarsharing (car)

Drive

Check-in/Open

Plug in

Authenticate

Charge

Log out & Lock car

Park

PD


■ Goal: one operator for the Stuttgart Service Card

■ Challenge: fusion of public and private interests in one business model

■ Possible organization models, e.g. Contractual-based network

Subsidiary company

Joint venture (!)

■ Main tasks for a Stuttgart Service Card operator Organize partners and partner products

Main contact in charge of costumer management

Marketing and public relations

Etc.

Business Model


■ Expected change in traveler behavior through convenient access to a set of

transport modes

■ Different distribution channels address various (non-public transport) users

■ Stuttgart Services fosters the creation of new value-added products/services

which combine mobility and activities by bringing together stakeholders from

the transport and non-transport sector

■ As part of the planned B2C-web-portal, travelers receive pre-trip inter- and

multimodal information and have the opportunity to book their mode of

transport and activity bundled

Contribution to Multimodal Mobility Management

Thank you for your attention!

Thomas Keltsch

MRK Management Consultants GmbH

Maximilianstraße 25

D-80539 München

Mail: [email protected]

Phone: + 49 - (0) 711 – 215 73 89 - 83

Contact Details

Documents

Stuttgart Services – A New Approach to Support Multimodal Mobility Management