The importance of making it ‘super easy’ to access alternative mobility
The topic of connected mobility is high on the agenda of mobility providers and corporate mobility decision-makers alike, as illustrated by the more than 250 registered participants for our latest Smart Mobility Institute session on 17 February.
Four thought leaders shared ‘How connectivity supports the uptake of alternative mobility’, by outlining their current connected solutions, showcasing today’s technological capabilities and what the future could hold.
Connectivity is key for a seamless customer experience
Connected mobility has been a game changer for Deutsche Telekom’s MobilityServices, Germany's second-largest fleet, which includes services such as corporate car sharing, bike sharing and shuttle on demand. Olga Nevska, CEO, explained that Deutsche Telekom is launching a fully digital Mobility as a Service (MaaS) platform this summer: “Users don’t want to use several apps to organise mobility – it’s too complicated. Hence, we will ensure effortless access to one platform and alternative mobility, inclusive and open to all employees.”
Accessing alternative mobility should be super easy
Mobility leader Sixt has embraced artificial intelligence (AI) in its connected mobility services to provide the appropriate mobility option (e.g. car rental, share and ride) at the right time and location, at the right price and with excellent customer service. According to Konrad Toma, Senior Vice President Mobility Products, access to alternative mobility needs to be “super easy”. However, ‘easy’ means different things for different users. Toma identified three key elements determining ‘easy’:
1. Accessibility to a wide range of mobility options
2. An affordable price
3. A great customer experience.
Listen to your employees
With approximately half of all cars on the road today registered to corporates, one of the key challenges in balancing supply and demand in the mobility ecosystem is ensuring that employees choose more sustainable mobility options over the car. Xavier Bazan, EMEA Fleet Manager at pharmaceutical multinational Bristol Meyers Squibb (BMS), explained how the company’s enhanced mobility programme better meets employees’ transportation needs by offering a economical and green solution. In addition to providing a flexible mobility allowance for specific employee groups, BMS has introduced connected services via a car-sharing and bike-sharing app. Critical success factors are:
- Senior sponsorship
- Listening to the employee’s voice through employee involvement
- Providing a variety of mobility options
- A pragmatic attitude
Deutsche Telekom’s Olga Nevska added some tips of her own: “It also helps to organise awareness campaigns, assign ambassadors and lead by example.”
Stimulate the mobility ecosystem by bringing experts together
Following on from the best practice examples from Deutsche Telekom, BMS and Sixt, Roeland Vanrenterghem, Managing Partner at NS GO & Vaigo, outlined the challenges associated with combining all the mobility options from public and private providers in a single app, especially in terms of back-end digitisation. He explained that today’s countless new mobility services and technologies still operate in isolation. There is room for improvement, such as in terms of how the different fiscal treatments of each mobility form are managed. In Roeland Vanrenterghem’s experience, the best way to stimulate the mobility ecosystem is to bring together the different mobility experts to discuss the needs, challenges, opportunities, best practices and lessons learned.
The Smart Mobility Institute session on 17 February showed a promising outlook but a further alignment of the entire eco-mobility system is required before connected mobility can be easily accessible and need-fulfilling for a broader audience.
We thank Sixt for making this Smart Mobility Institute session possible.