Mobility as a service in Europe

Abstract

Purpose: Thispaper examinesthe development of Mobility as a Servicein Europe, which encompassesvehicleondemand and mobilityondemand,and its impact on the business model of car manufacturers.Wethus ask akey question:are consumersready to relinquish their own car and useMobility servicesinstead?Design/methodology/research approach:Different analyses are performed. Empirical data collection is based on a consumersurvey, interviews with three automotive experts and qualitative research on several websites and journals. The potential necessity of a business model changefor an automotive OEM is approached by using the Business modelcanvas.Findings: Mobility as a service is still in an early phase in Europewith huge growth potential. Experts and consumers seeit more as an add-on to a private car in urban areas than as a technology able to substitute privately-ownedcars. Nevertheless, automotive OEMs should enter this market and become mobility providers to stay competitive in the future.