Fig. 5: Only a few start-ups will survive the new mobility race
pooling their IT-resources. Fig.5 Additional information about GBD
Green Business Development (GBD) GmbH is one of the leading consultancies in the area of green business development in Germany. With our expertise, we help corporations, start-ups, investors and public authorities build up innovation and growth at the intersection of the green economy and the digital economy. New Mobility is one of our core competences. We offer our clients services that comprise research & strategy, business development, start-up monitoring, and market expansion advisory.
respective country, more than 120 different start-ups were named. The undecided position is also reflected when asked who will dominate the European new mobility mar- ket. 29 per cent of experts believe that European start-ups will have a decisive market advantage and will dominate, while only 14 per cent expect US. Start-ups to successfully set hold in the European market. The majority of experts, however, main- tain a neutral position (46 per cent -59 per cent) on this issue,
CONCLUSION AND RECOMMENDATIONS • PTAs and local authorities will be facing a rapidly developing and extremely dynamic mobility mar- ket. Lots of start-ups with innova- tive mobility solutions and ideas are grasping new business oppor- tunities and are pushing them- selves between the ‘hardware’ of PTAs and their customers.
• Legislation plays a key role
in shaping the market of new mobility services. By enforc- ing restrictive legislation, pub- lic authorities will be able to defend current practices of pub- lic transport in cities for some time, however not in the long- run. New mobility concepts offer not only competition but also improved services and envi- ronmentally friendly solutions for citizens. Recognizing that there is a need to adjust current mobility legislation will enable authorities and PTAs to actively shape the development of the new mobility market, instead of merely reacting with individual solutions to disrupting changes.
• Appropriate reactions by PTAs can be twofold: PTAs can either develop mutually beneficial rela- tionships by ways of enhanced cooperation and joint ventures with start-ups or develop own regionally integrated ITS- solutions with various PTAs
• Successful start-ups are allo- cating large investments to marketing to unlock customer access. Their fruitful business models are based on optimiz- ing usability while using the expensive ‘hardware’ (buses, trains, subways, cars) of public authorities and private own- ers (peer-to-peer). PTAs can help to actively shape this rap- idly evolving market using their decisive advantage - the access to their customers. Looking at these developments, PTAs and authorities are forced to react, not to lose market shares in the area of intermodal mobility services when start-ups will be tapping into the PTAs’ existing customer base.
• While currently, most cities and regions are adapting individual, local solutions with low rates of transferability, investors and start-ups have recognized the need to generate new mobility services that follow a common international approach: one IT-solution for multiple regions and countries. The demand for Mobility as a Service (MaaS) solutions with an international scope that provide enhanced efficiency and maximum usa- bility for customers is rising. Initiatives such as Polis’ Traffic Efficiency and Mobility are therefore key to deepening and coordinating ITS-solutions on a European level.
FYI Egbert Huenewaldt is Managing Director of Green Business Development
huenewaldt@gbd.green
greenbusinessdevelopment.de
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Mobility, Multiodality and Traffic Efficiency
BERLIN
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