Creating successful, multimodal mobility services

When we travel in a car, there are many subconscious questions we ask ourselves: “How do I get to where I need to be?” or “Where do I park my car once I’m there?” However, as the disruption in the mobility sector continues, we will see these types of menial tasks and considerations change over time.

In major city centres, car travel is expected to become semi/fully-automated, decentralised and highly-optimised. In the long term, no matter what the scenario, we will see fewer people actually driving cars. Especially in dense urban centres, many people no longer even bother getting driver licenses.

This tide of change opens the door for services like ride-hailing to dominate the mobility scene within major cities. As people become less independent due to their lack of personal mobility, they will in turn become more dependant on services that cater for any type of trip, from a short city transfer, to hauling purchases, to longer leisure trips outside of the city. This means there will be a need for services that encapsulate all types of mobility options. We will likely see the merging of competing products and services, as competing providers like public transport and ride-hailing services merge seamlessly into one, smooth experience.

Furthermore, as we are freed from many of the consideration points we currently utilise when travelling around, we may begin to pay less attention to the service itself. It’s at this point we will see mobility become a basic utility that is taken for granted. Like electricity or water, it will always be there, meaning we as consumers become truly dependent on mobility services being 100% available. Due to this new ‘utility’ aspect of mobility, people may also begin to expect transport services to navigate the constraints of other parts of their life, not the other way around. People will expect transport options to blend seamlessly with their daily routine. We already see examples of these menial tasks, such as pre-planning and investigation of transport options, no longer being necessary – new mobility apps are giving real-time information about the perfect connection, even taking into account traffic jams, delays, etc.

Yet as people grow accustomed to making fewer decisions, and no longer asking questions such as: “How do I get to where I need to be?”, they find themselves with more free time while on the move. What we expect to see is people adapting to occupy their time while in transit in a more relevant and enjoyable way. Based on this, the question companies should be asking themselves is “How can we take advantage of this new opportunity area?” and “Who is doing it already?”

At Claro, we believe success lies in developing and crafting these future experiences. There is an intriguing parallel developing between the driving-related chores people currently need to do, like parking, navigating and watching the road, and the different things people will be able to do when they no longer need to actually drive. As the driver is freed from the physical act of actually driving the car, they may potentially become a more demanding consumer, expecting more interesting, multimodal experiences to fill the space left behind.

As these users move from basic aspects of driving that allow them to feel safe and secure, to a higher order of needs, companies need to fully consider and understand what their users’ current travel routines look like in order to fully anticipate what these higher order priorities will be in the future. By doing this, they can design successful, multimodal mobility services of the future, while not being blindsided by alternative service providers – the new kids on the block in the mobility sector. Only by truly understanding your customer today will you be able to make the right decisions for the future, and in turn succeed where others are bound to fail.

If this topic is important for your company, or you would like to know more about our insights and perspective on the future of mobility, please contact us at: hello@claropartners.com

January 31st, 2019

Tags:
mobility