Why mobility, why now?

Transcription

1 DESIGN FOR MOBILITY

2 Why mobility, why now?

3 Ford is expanding business to be both an automotive and mobility company The world has moved from just owning vehicles to both owning and sharing. This is causing us to think very differently as a company and driving us to rethink our en=re business model. It s not just about how many vehicles we can sell, it s about what services we can provide as well. Mark Fields (Ford President and CEO )

4 Amazon is getting users in the habit of thinking about Amazon first when learning about a car. The next logical step is to click the Add to Cart button.

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6 CONNECTED CAR FEATURES CONVERSATIONAL INTERACTION 3G/4G LTE NETWORK PART OF SMART HOME SYSTEM COMMUNICATION BETWEEN CARS& INFRASTRUCTURE DATA (CLOUD) PREDICTIVE & PERSONALIZED SERVICES SECURITY COMMUNICATION WITH NEARBY SERVICES ON BOARD SENSORS OVER THE AIR SOFTWARE UPDATE

7 Elisa s perspective on mobility related services

8 Opportunities Elisa has: Customer base(2.3m) ICT capabilities IoT platform Brand credibility Trends: Urbanization Car industry transformation Sharing economy Regulation changes

9 Consumer market

10 Challenges

11 Design for mobility - challenges In Finland, the average age of registered passenger cars in traffic use is 11.7 years. Statistics of Finland

12 Design for mobility - challenges Impact of coming self driving cars - Reduce traffic accidents by 90%. - Reduce wasted commute time and energy by 90%. - Reduce the number of cars by 90%. CLAIMED BY GOOGLE

13 Design for mobility - challenges Urban Mobility behavior City types, infrastructures, popula?on density, economic development, and prosperity McKinsey & Company

14 Design for mobility - challenges Business case vs Private case

15 Design for mobility - challenges Social aspects

16 Insights Preliminary user research on mobility services

17 Preliminary user research on mobility services Insight 1 Users like to multi-task while driving/ commuting I usually check s, listen to music or read while driving/ commu=ng When I used to have long commutes to my previous office, I would call my friends 17

18 Preliminary user research on mobility services Insight 2 Need to keep kids engaged while driving I have to stop my children from asking when will we reach?, and keep them busy while I am driving 18

19 Preliminary user research on mobility services Insight 3 Need for better in-car connectivity I need beger connec=vity so that I can navigate in unknown places, so that I can keep my children engaged, so that I have connec=vity at higher speeds 19

20 Preliminary user research on mobility services Insight 4 Need to be more spontaneous I use Uber when I drink unexpectedly, because I cannot drive at that =me I love being able to meet Caroline whenever I want because she lives just a fookall away 20

21 Preliminary user research on mobility services Insight 5 Want to be more in control of their data I have data on the car dashboard such as speed and mileage. But I don t know what it means to me. I want to be more in control of my driving, but there are no services that can extract my driving behaviour data. 21

22 Preliminary user research on mobility services Insight 6 Need to see what they can t see to drive safely Some=mes my blind spot doesn t work I use the blind spot to see what I cannot see directly 22

23 Preliminary user research on mobility services Suggested ideas Solution for in-car connectivity and WiFi Services for old car owners Sense-making of in-car data Mobility as a service and ride-sharing Car as a resource (resource intelligence) Fleet related information, build cases for companies to serve their customers better 23

24 Preliminary user research on mobility services Notes Voice trumps over other forms of interactions in the car Need convenience, things at their fingertips 70% year olds are new car owners Consumers are not willing to pay for better driving services themselves 24

25 PLAN Testing our asumptions Building up Elisa s own mobility platform Working with our partners to provide related services Co-create with and learn from our customers

26 Think beyond mobility - free to move or stay where you are your personal choice.

27 Make things connected Make things talk(in a human way) Share the knowledge(meaningful data) Create desirable experience IoT > IoP

28 THANK YOU