Mobility as a Service (MaaS)
2020
OEM
Mobility
Result
NDA
2Mln+
Transactions
Invented a new business model for a car manufacturer, sparking over 2 million transactions and creating an additional revenue stream.
Achievements
→ Over 2 million transactions processed through the platform
→ 1.5+ million successful routes searched in the app
→ 80.000+ Monthly Active Users
The client is a large European OEM with a great history. They’ve been successful in launching innovations in the past 100 years. Jimmy had worked with this client already on previous projects and was asked to help with a new mobility strategy for the brand.
The car sales were at their peak before the pandemic. Fortunately, our customer was already aware this would not last and in 10 years the sales of new cars will drastically decrease due to regulations, the sharing economy, and changing customer behaviors. That’s the reason the client created a new department where we were called consultants. The goal was to identify and create new business models to substitute for the decreased car sales partially. We invented and built several new mobility solutions and one of them was Mobility as a Service (MaaS). Mobility-as-a-platform is a service that includes several mobility modes allowing users to plan, travel and pay in one application. It was the first MaaS (mobility as a service) platform and app in the Czech Republic.
Business Consulting
Innovation Consulting
Strategy Consulting
Testimonial
The team helped us to bring the idea into reality and operations. The whole time they showed professionalism and dedication to building quality and successful products. I enjoyed our long-term collaboration.
The challenging task was to operate agilely in an environment where building one product takes 5 years and goes through a difficult approval process without any mistakes allowed. We have to prepare the business strategy and proposal for the management that will convince them to invest in the solution and give us space to quickly build it, validate it, and decide on the next steps.
The first task was to identify potential business models and benefits for the client. The long-term goal was to develop and launch the service in several European countries. The application should provide the best routes but also offer service consumption for different mobility use cases including public transport, car sharing, e-scooter sharing, parking, and ride-hailing. The challenging task was the integration of different providers with different APIs for each mobility use case and designing the application to combine all of it but still provide a clean and perfect user experience.
We had first to identify potential innovations, and business models, and validate their benefits for our client. We started the brainstorming and shaping of the idea, as well as creating the business case. After successful validation and management’s approval of the MaaS plan, we undertook product requirements and technical strategy.
To provide a seamless experience for the users, we designed the UX part including prototyping, and UI and executed user testing. Due to a lot of unknowns in integrations of mobility partners (from the technical but also business sidewise), there was a high focus on architecture and scalability.
The process was scrum so the product and product and business strategy was continuous over 2 years.
The app provides users with the best routes and also offers the consumption of services such as public transport, car sharing, bike sharing, shared scooters, taxis and parking directly from the app. Users can also pay for public transport tickets from the app. The service offers to open up new transport options for people and cities can benefit from converting people between these modes. The mobile applications (iOS, Android) had to be prepared for launch with different services in other cities.
The app successfully brought new income to our client and opened the door to a completely new segment of customers. We also prepared a strategy for Location-based Offers to bring additional revenue and interesting offerings to the clients based on their interests or commuting behavior.
The backend platform including routing was provided by a third party - SaaS. The definition, requirements and preparation for all third-party integrations were prepared by Jimmy’s solution architect.
Cities such as Berlin, New York, and London also use these services as data platforms, as they contain all the data about people's travel behavior and can therefore plan the city and transport better.
Feature 1: Smart parking
From the beginning, the secondary use case turned out to be the most used feature in the app. Simply because this was the first mobile application offering payments for on-street and off-street parking in Prague.
Feature 2: Routing
Integration of live position, actual timetables, and different transportation modes turned a solution into a great companion on the way.
