Ricardo outlines steps to commercial success of Mobility-as-a-Service innovations
Ricardo announced that it's publishing a white paper giving technical insights on the key success factors in the commercial market testing and launch of Mobility-as-a-Service (MaaS) innovations. A webinar will also be hosted on Thursday February 7 at 10:00-11:00 GMT to present the white paper and discuss the issues raised for the future of transportation.
The Ricardo white paper, “Identifying markets for future mobility services,” outlines the steps that Ricardo believes companies within the existing automotive value chain should take when bringing MaaS innovations to market. The paper draws upon an in-depth field market study conducted by Ricardo on the city of Paris, France, to characterize existing mobility services and benchmark their potential future market size. Key findings of this study are included in the paper and will be explored more fully in the upcoming webinar.
In terms of the costs of the automated vehicle technologies that will enable MaaS innovations, Ricardo analysis suggests that the cost per mile of robotic taxis will be around half that of personal car ownership, even if the autonomous technology is significantly more expensive than that of traditional vehicles. As people start to share taxi rides, the cost per mile falls to less than 17% of the cost of personal cars. Figures like these indicate that the tipping point away from personal car ownership in city zones that can be well served by robotic vehicles could arrive very soon, with traditional ride-hailing and vehicle rentals continuing to service travel outside city zones. Overall, Ricardo believes that both the business case and regulatory framework are likely to be strong enough by 2022 to allow the commercial development of MaaS in urban environments.
Software and service innovations are increasingly the defining driver for MaaS innovations, presenting a highly disruptive and competitive ecosystem for new entrants and existing players alike, but one that is also extremely rich in opportunity. This situation, however, poses a risk for automakers that their products become commoditized, with mobility services and software functionality becoming the primary commercial product differentiators and thus the drivers of profits. The white paper aims to help those in the existing automotive value chain to navigate this complex set of opportunities and risks and chart a strategy to exploit the commercial potential of MaaS rather than regarding it as a threat.
“With the commercial development of Mobility-as-a-Service innovations, there is a real opportunity to improve the currently very low levels of asset utilization for passenger cars, replacing current models of vehicle ownership—and perhaps even taking the place of conventional public transport too,” commented Marc Wiseman, President, Ricardo Strategic Consulting USA. “The paper we have published today provides what we hope will be some extremely valuable and actionable strategic insights for those currently engaged in the automotive value chain. With appropriate strategic analysis and intelligently designed and proactive pilot study exercises, there are abundant opportunities to help shape and profit from the MaaS revolution, rather than being eclipsed by it.”
To obtain a free download of the Ricardo white paper, “Identifying markets for future mobility services,” visit the Ricardo eStore https://estore.ricardo.com/store/publications/identifying-markets-for-future-mobility-services/c-23/c-70/p-417, or to request free delegate registration for the webinar, visit https://attendee.gotowebinar.com/register/8967663411801877261?source=pr.