Transcript Vorlage_Praesentation_Oeffentlichkeit

Stuttgart Services –
A New Approach to Support Multimodal Mobility
Management
Thomas Keltsch, MRK GmbH
Florence, 8th May 2014
Overview
■ E-Mobility in Germany and Baden-Wuerttemberg
■ „Stuttgart Services“ – Project Background
■ Preliminary Results
 User Requirements
 Use Cases
 Business Model
■ Contribution to Multimodal Mobility Management
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
National Electric Mobility Platform: 2nd Report
■ 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
2014
market preparation
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2020
2017
market development
market roll out
T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
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
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
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:




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Intermodality
Internationalism
Close to citizens
Close to relevant manufactures
T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
LivingLab BWe mobil – Key Topics
■ The LivingLab BWe mobil projects reflect the complex system of e-mobility
and address nine key topics:
Intermodality
Energy, Infrastructure, ICT
Urban & Traffic Planning
Training & Qualification
Interdisciplinary Research
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Fleets & Commercial Transport
Living & Electric Mobility
Vehicle Technology
Communication & Participation
T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Smart Cities: Drivers and Trends
Smart Cities = Mobility Markets of the Future
Trade and
Commerce
Drivers
Rising environmental
Awareness
Share Economy
Multimodal Providers of
Mobility and Services
Energy
Industry
Cross-indusrty, integrated
product concepts
Urbanization
Electric Mobility
Trends
Public Services/
Transport
The Challenge is to link all stakeholders
using ICT on the basis of sustainable business models
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
14 Project Partners and 9 Associated Partners take part in
the Project Stuttgart Services
Goals of the Partners
*
 Access to a large number of potential customers
Public
Transport
Science /
Consulting
 Inclusion of own products in comparative trip planning
process
 Additional sales channel and lead creation for marketing
*
Municipal
Services
Software
 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
*
*
Mobility
*
 Augment utilization of own products by gaining new
customers
and activating existing customers
Industry
*
 Open system using standardized interfaces and integration
logic leads to low and predictable implementation effort
*
Open for additional Partners
Car rental, Taxi, Parking,
Ridesharing
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* Assoc. 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“
T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Stuttgart Services supports the Regional Transport Policy
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
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Stuttgart Services – Main Vision
Stuttgart Services – intelligently integrated, sustainable and simple
mobility supplemented by urban services for the Stuttgart region
citizens.
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Stuttgart Service Card gives its Owner Access to a Variety
of e-mobile and Urban Services
Use the electric powered
public transport
The required business logic is provided by the
Stuttgart Services IT-infrastructure
Use electric powered Carand Bikesharing
Parking
(PBW / Airport Stuttgart)
Collect Bonus Points
for purchases
Borrow media from
public libraries
Use public services,
e.g. public baths
Charge electric vehicles
at EnBW charge points
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Focus groups used to gain deep understanding of User
Requirements – Results (excerpt)
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.“
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Over 70 specific Use Cases identified - Excerpt
Register as SSC User
 Registration using one of several sales
channels(Web Service, Customer Service
Centers…)
 User profile (perferred modes of transport…)
Activate/ Deactivate Services
 Activation/ (Temporary) Deactivation of
Services, e.g. Carsharing via Web-Service,
Public Transport Customer Service
Center…
Get information / routing
Use Service based on SSC Media
 Charge e-vehicle @ EnBW-charging point
 Use public transport
 Use Car- and Bikesharing
 Park (PBW) and Stuttgart airport
 Borrow media from public libraries
 Pay entrance fee at public baths
 Collect Bonus Points for purchases
Customer Use
Cases
Reserve/ Book Service
 Purchase e-Ticket for Public Transport
 Reservation/Booking for Car- and Bikesharing
 Reserve Tickets for event at the Public Library
 Manage account (cancel Carsharing-reservation…)
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
 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
Combined Use Cases: Intermodal Mobility and Urban
Services – Example: Shopping downtown
Exit
Ticket inspection
Book/make reservation
for Mobility and activity
Validate/Check in
Log out & Lock car
Enter
At home (B2C Portal)
Public Transport
R
T
J
Park
City
PG
eCarsharing (car)
D
Check-in/Open
Route
P
C
Authenticate
Information on
Mobility and Activity
Plug in
Drive
Charge
Purchase e-ticket (put
on whitelist)
Legend
J = Journey planning
T = Ticket
R = Ride (bus/metro)
PG= Purchase goods
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D = Drive (vehicle)
P = Park
C = Charge
Can be done using Service Card
Information
Receive/spend bonus points
Services
Product
T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Business Model
■ 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.
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Contribution to Multimodal Mobility Management
■ 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
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T. Keltsch (MRK): Stuttgart Services, Florence, 8th May, 2014
Contact Details
Thomas Keltsch
MRK Management Consultants GmbH
Maximilianstraße 25
D-80539 München
Mail: [email protected]
Phone: + 49 - (0) 711 – 215 73 89 - 83
Thank you for your attention!