Www.scottish-enterprise.com A Bright Future – Mobility as a Service Dr George Hazel OBE Scottish Enterprise Smart Mobility Network Integrator Inspiring

www.scottish-enterprise.com

A Bright Future – Mobility as a Service

Dr George Hazel OBEScottish Enterprise Smart Mobility Network Integrator

Inspiring FuturesStirling, 11 September 2015


Future mobility is moving rapidly from a traditional operationally based model to a new world driven by personalised, customer driven services

You take the blue pill and the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill and you stay in Wonderland andI show you how deep the rabbit hole goes.

Morpheus


Survey of Megacity Officials & Influencers (n=522 across 25 cities during Oct./Nov. 2006)


The Future of Cities

Megacities

London Munich Vienna US-Mayors

European GreenCity Index

Sustainable CityChallenge in Canada

Sustainable Cities Complete Mobilityin the GTHA


From Trends to Future Mobility Core Needs

Globalisation

Urbanisation

Land Use

Ageing

Workforce Participation

Smaller Households

Affluence

Consumer Culture

Motorisation

Congestion

Environmental Awareness

Infrastructure Spend

ICT Availability

Governance

Complex Trips

Consumer

Congestion

Enabling Technology

Government Policy

Personalised Options Informed Decisions Simple Mode Neutral Inform & Communicate Personal Connectivity Physical & Virtual Integration Coordinated Transfer “Zero-Wait State” Trusted Services Perceived Value Transparent Value

Proposition Payment Mechanism Attractive Mobility Package

User Focused

Seamless

Value


The Future of Mobility - personal, seamless and of value to the user


Yesterday’s information broadcast – top down


Today’s information broadcast – fast, flexible, interactive, personal and global


The Industry/Profession Challenge

Collision

Public Sector

Energy Sector

ICT Sector

Transport Sector

Mobility Services

Winning in “smart mobility” markets

TODAY TOMORROW


Smart Mobility: Scottish Exemplars

Smart Mobility Cluster (KIC)

Transport

Systems

Energy Informatics

SMART MOBILITY

Telematics & Intelligent Transport

Distributed Energy Management

Smart

Grid

Smarter Grid Solutions Ltd

SkyScanner Ltd

Alexander Dennis Ltd

World leading hybrid bus & vehicle charging demo in Glasgow

Global informatics phenomenon exporting from Scotland

Uni of Strathclyde spinout; Global software leader in power grid management

CMAL Ltd

World first hybrid ferry as part of sustainable islands project


Things

Vehicles

Networks

Service

Buyer

Big

Dat

a

Know-how

Information

Things that move

• People• Goods

Vehicles

• Land• Sea• Air

Networks

• Transport• ICT• Smart Grid

Service Provider

• Valued• Integrated• TrustedCustomers

• People• Business• Government

The Smart Mobility Value Chain

ServiceProviderNetworkVehiclesThingsInformation


What does a smart mobility system look like?


Mobility Service Provider (MaaS)

Val’s lifestyle needs serviced by the

personalised Urban Commuter package

BigCo plc saves money with the Business World

package

Tom is never late with the 15 minute package

Mr and Mrs BeSafe buys family safety and security with the Family package

© ITS Finland


The Potential of Smart Mobility

Potential outputs■ Generates new markets and profits – a global business

■ Generates new funding streams from value added products and services

■ Helps to attract and retain residents, businesses and visitors through

personalised services matched to their lifestyle needs

■ Generates efficiency savings

■ Provides the ability to shape and balance the mobility system

■ Enables the delivery of other strategic objectives like health, environments

and social needs


Future Mobility is driven by finding and capturing

customer value


New personalised products and services

Using incentivisation, gamification, nudging, etc related to customer values

Design-invalue

Find the value

Capture the value

Smart Mobility is a Value Based Approach

Understand user values from lifestyle needs


People see value very quickly

• London’s Heathrow Airport to City Centre• Cost on the “Heathrow Express” is £18

($27) for a 15 minute journey• On the London Underground it can cost as

little as £2.90 ($4.40) – BUT takes around 1 hour

• 16,000 passengers take the Heathrow Express on a daily basis

• ….but 1st Class is usually almost empty!


Value drives the market and behaviour – and the results can be dramatic

TTC trial showed 57% increase in public transport use!


Spitsmijden, Netherlands – incentives to reduce peak traffic

Pilot project Paid participants to travel

by public transport or out of peak time

Used smart phones to provide information and cameras to enforce

Discounts and PTP type advice

20-50% change away from peak car use


Information creates value – increased coffee sales!


What is Scottish Enterprise doing to help companies move into smart mobility ?


Unique Selling Point

ScotlandDevolved GovernmentTalented and skilled peopleJust the right sizeEngineering excellence

Industry specialisationTransport

InformaticsEnergy

Retail

MarketsPeople buy SM serviceBusiness buy SM servicePublic Sector buy SM serviceLaunchpad to Global Markets

Research ExcellenceScience

TechnologyEngineering

Mathematics


Mobility Integration Challenge – 1st Round

The Mobility Integration Challenge is a competition designed to help Scottish technology and engineering company prove the value to prospective buyers of Smart Mobility products and services in Scotland leading to accelerated success in international markets.

The Challenge: Scotland is challenged to create the most advanced, integrated mobility capability in the world and to show how this can be commercialized through demonstration projects that bring global competitive advantage to our company base and our cities and communities.


Response to the SE Challenge to Industry

53 bids received from multi-million to small SME companies for

initial challenge

180 organisations involved in the bids – all led by industry but

many including the public sector, academia and international

partners

All bids were assessed and routed to appropriate places

7 live bids at present - total project value to date is £1.65 m with

SE providing £473.5 k. Note that 2 of these bids have 5 original

bids consolidated within them

Other bids are being discussed with bidders


Internationalisation

Building International Competitiveness

Revenues from new MarketsInward Investment

International Representation

Sustainable Economic Growth

InvestmentInnovation

People JobsTalent to GrowEntrepreneurship

Growth FinanceInfrastructure

“Place”

Companies Markets Sectors

Revenues from new Products, services

MobilityService

ProviderNetworksVehiclesThingsIoT

TAEB2C;B2B

;B2G Insight

Scale of our Ambition:112m<+Turnover<672m pa from 2020 on

Entry into Open

Innovation Partner

Network

>200 globally ambituous SMEs

World Class STEM Research spanning Informatics, Transport, Energy and Engineering

Informatics

Sensors

Great Companies

Talented people

Competitive Infrastructure, enabling technology, and public sector support

B2G: $400B by 2020

B2C: 14% consumer income

B2B: $13T by 2020

Global

Transport

Energy


Matching seekers and solvers

Open Innovation Partner NetworkMoU

Private Sector Needs

Experiments Global Leadership

Targeted Implementation

Partner Network Benefits

Access to open data**

Government support and incentivesOver 250 Ambitious SMEs in Cluster

Global Tier 1 companies

Exit

Entry GVA

** Mobility Opportunity Development Environment project is in development


Mobility Service Provider (MaaS)

Val’s lifestyle needs serviced by the

personalised Urban Commuter package

BigCo plc saves money with the Business World

package

Tom is never late with the 15 minute package

Mr and Mrs BeSafe buys family safety and security with the Family package

© ITS Finland


What are the career prospects?

Traditional engineering and transport disciplines Companies in transport, automotive, energy, ICT and data

management All sectors of the value chain – Mobility Service Providers,

vehicles, networks, moving things – people and goods and Internet of Things

Public and private sectors


What needs to happen?

How do schools careers learn and understand Mobility as a Service?

How can the current advisory services include the traditional and the emerging opportunities?

Who should take the lead? How is this knowledge passed to students?


A Bright future - Mobility as a Service

Dr George Hazel OBEScottish Enterprise Smart Mobility Network Integrator

Inspiring FuturesStriling, 11 September 2015

Documents

Www.scottish-enterprise.com A Bright Future – Mobility as a Service Dr George Hazel OBE Scottish Enterprise Smart Mobility Network Integrator Inspiring