Using business models for better integrated mobility

Combined mobility looks into ways of developing integrated mobility offers that can provide attractive alternatives for people to reduce their usage and ownership of private vehicles. In turn, this will benefit society and the planet.

This Brief outlines the importance of business models for better combined mobility, exemplified with a set of services and their key challenges for viable business models. Because without a viable business model, there will be no real service, just pilots. Without public actors enabling and framing the new services, there will be no sustainable modal shift. To achieve this, the public sector needs to consider business models and play the role of ‘strategic integrator’. Cooperation and integration implies that providers need to adjust their business model.

The Business Model Canvas is a tool to understand and develop business models as well as identify critical challenges in the ecosystem. The common challenges identified are: High costs and low margins, broad set of partners, and competing with the private car. This Brief does not intend to build complete business models nor to discuss governance or regulation. These are very much dependent on many factors and local conditions.

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