Transcript Presentation UITP, Vologda

Member of
UITP
8th Trolleybus Working Group and
3rd Trolleybus Workshop
Session 3:
New Technologies available for
worldwide Trolleybus Markets
(Tendency of Market Segments)
Presentation
Arnulf Schuchmann, Managing Partner
28th
Vologda
February 2008
Worldwide trolleybus markets can currently
be segmented - tendency
traditional
systems on
"high" level
traditional
systems on
"high" level
traditional
systems on
"low" level
Overview
Trolleybus
Working
Group
innovations,
e.g. Lyon
innovations
like BRT
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 2
Current market segments within Europe
Russia total: 90
11.300
Overview
I
II
Total: 55
Trolleybus
Working
Group
3581
I
II
Total: 47
1850
III
Total: 61
II
6493
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
III
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 3
Key indicators for segmenting the market
"High"
level
"Low"
level
Innovative
systems
traditionally
trolleybus
traditionally
trolleybus
partly no
tradition in
trolleybus
no big
investment
backlog
big
investment
backlog
investment
money
available
environmental
aspects of
concern
environmental
aspects are
neglected
Segmentation
Trolleybus
Working
Group
environmental
aspects of
concern
advanced
technology
robust
technology
innovative
technology
stable demand
focused on
corridors
high demand
in peaks,
disperse
high demand
focused on
corridors
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 4
Main market differences
Segmentation
1
"High" level
Differences
-
Price
Technology
Design
Service
2
Trolleybus
Working
Group
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
"Low" level
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2007
2008
Seite
Page 5
Relevant aspects for trolleybus cities and
operators in traditional "high" level markets
Aspects
Life cycle
cost
articulated
low floor
buses
environmental
aspects
auxiliary drive
or super caps
 long term cost pressure
 investment budgets available




Segmentation
try to focus on corridors
stable or increasing demand
passenger comfort
investment (capital cost) are less than
20% of the cost structure
Trolleybus
Working
Group
 zero emission, noise issue becomes
crucial
 super caps instead of diesel for auxiliary
 higher flexibility (for politicians often an
argument)
 no overhead line in depots needed
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 6
Segmentation
Switzerland example for a
traditional market
on "high" level
Trolleybus
Working
Group
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 7
Relevant aspects for trolleybus cities and
operators in traditional "low" level markets
Aspects
investment
cost
solo buses
robust
technology
 scarce investment budgets available
 loss making business (less subsidies)




Segmentation
disperse demand structure
decreasing demand
cheaper than articulated
more flexibility
Trolleybus
Working
Group
 easy to operate and maintain
 no foreign spare parts needed
 spare parts to be self made
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 8
Trolleybus operators in "low" level markets
need to overcome its investment backlog
Age structure of vehicles
"High" level market
Segmentation
"Low" level market
16
100%
14
100%
14
12
80%
10
60%
8
80%
12
10
60%
8
6
40% 6
4
20%
2
40%
4
Trolleybus
Working
Group
20%
2
0
0%
0
2
4
6
8
10
12
14
16
18
20
Average price: 400
thousand Euro
Average age: 8-10 years
 increase service quality by low
floor, AC, etc.
 optimise LCC
0
0%
0
2
4
6
8
10
12
14
16
18
20
22
Average price: 80-100
thousand Euro
Average age: 63% more
than 10 years
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
 first: renew fleet within given
budget
 second: think about typical
optimsation topics (like in W.E.)
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 9
Main decision within traditional markets on
"low" level is the price of the bus …
Market analysis for trolleybuses
1
Decision criteria
Weight
Price of the bus
55%
Segmentation
Life cycle cost:
2
- spare part prices
- maintainability
Trolleybus
Working
Group
25%
- maintenance
cycles/intervals
Additional criteria:
3
-
workplace driver
passenger benefits
second hand price
availability of spare parts
20%
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2007
2008
Seite
Page 10
… whereas in mature ("high" level) markets
additional services become more crucial
Market analysis for trolleybuses
Decision criteria
Weight
1
Life cycle cost
30%
2
Availability of spare parts
throughout vehicle life time
20%
3
Experiences, quality and
references
20%
4
Workplace drivers
10%
5
Passenger benefits
10%
Segmentation
Trolleybus
Working
Group
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Presentation
6
Maintainability
Vologda,
28th February 2008
10%
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2007
2008
Seite
Page 11
Markets are different currently, from products
perspective markets will be unified in future
Tendency
12 2
High level
 Quality
Trolleybus
Working
Group
New Technologies
available for worldwide
Trolleybus markets
(Market segmentation)
Low level
Presentation
Vologda,
28th February 2008
 Design
 Technology  Environment
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2007
2008
Seite
Page 12
If you have any questions or if you
would like to receive further
information, please do not hesitate
to contact us!
[email protected]
Trolleybus
Working
Group
www.s2r-consulting.com
S2R Consulting GmbH
Friedheimstrasse 17
CH – 8057 Zurich
New Technologies
for worldwide
S2R Consultingavailable
KG
Trolleybus markets
Kurze Mühren 1
(Market segmentation)
D – 22083 Hamburg
Presentation
Vologda,
28th February 2008
UITP_Belgrade_27092006_final.ppt
© S2R Consulting 2008
Page 13