The collection of slides from our recent Future of Mobility wavespace event at Automotive News Europe conference in Gothenburg.

1. When mobility is a
service, will you
choose the destination
or the journey?

2. Today
but
Tomorrow
71%
63%
88%
of travelers do not engage in
transport modal choice
of SMILE pilot
respondents tried
new routes
of trips by Helsinki Whim
respondents involved
public transport
(previously 48%)
Consumers are willing to change transport choices when Mobility-as-a-
Service (MaaS) options are offered
Sources: EY analysis, SMILE pilot user survey 2014, Whim: WHIMPACT report by Ramboll 2019

3. Who are the
key ecosystem
players for
MaaS?
How will
mobility
happen?
How can we
ensure safety &
sustainability?
How will we maintain
profitability for today
while investing in
mobility for tomorrow? How do we
future-proof
charging
infrastructures?
How can you accelerate customer adoption of MaaS and who are the key
ecosystem players?

4. 1. Thought
starters
2. Challenges for
MaaS
3. Mobility
consumer personas
4. Experience
design
5. Pitch and
closing thoughts
Exclusive ideation session held prior to the 2019 Automotive News Europe
Congress in Gothenburg, Sweden
Focus: Accelerating the adoption of mobility-as-a-service
What we know: Consumers are willing to change transport choices when MaaS options are offered as
seen in various cities
Agenda for the session:

5. wavespace helps:
• Experience-led design
• Rapid prototyping
• Enterprise and innovation strategy
• Disruptive technology showcase
• Advanced analytics and AI
wavespace brings you:
• Proven environment and methodology that
create insight and inspiration
• Innovative and collaborative support for
key projects and problem statements
• Digital assets that help distinguish client
solutions
EY wavespace™ | Overview of ideation sessions

6. Lunch Box
Shuttles
W
3
Whatever, Whenever, Wherever
On-demand Shared
Multi-modal Network
The world of
mobility at your
feet
1
You can
trust us
2
You are
unique
3
Teams created three experience designs*: All accelerating customer uptake
through market variety
Huge GDP increase
foreseen. Taxes to be
lowered soon. Family
happiness index at
highest level ever.
News headline
Flexible, suburban
“Lunch Box Shuttle”
gives autonomy
for all
*Actual content from wavespace session

7. This requires thinking beyond the current often narrow view of the urban
commuter
Current focus is on
traditional consumers
in urban environments.
However, real need is
potentially beyond
these well served
commuters.
Pick me up, I need to get
there now! You are late!
Family and child
I love to live, but I never
have time for it!
Urban time poor
Don’t take my car away!
Suburban blue collar
To create meaningful mobility solutions, you need to know your users and
care about their lives!
“
“
“

8. But who will own and operate the assets? All concepts were platform plays or
marketplaces discussed in the session
All business models:
• Were focused on
being the integrator,
owning the customer
through data-driven
understanding
• Had AI and predictive
as a core feature
• Were reliant on
utilization of shared
assets and access to
mobility data
Mobility Ecosystem
Demand
Service
Supply/
Capacity
Infra-
structure
CityDataIngestion
Metro, regional, cross-regional, national infrastructure
OEMs
Private Transport Personal Transport
Multi-modal journey planner (MMJP)
Routing
Payment
Dispatching
Payment
MMJP
Passenger
Mass Transit
Ticketing
Cloud

9. Where freemium models are likely but free is the key
• Over the past decade “freemium”—a combination
of “free” and “premium”—has become the
dominant business model
• New business models require new design around
platform economics for the customer
• How will customers fully understand the premium
offer?
• What is your expected conversion rate?
• How will you determine optimum price points for
premium subscription services?
• Is your business prepared for the conversion life
cycle?
• Can you nurture the customer?
• How will you recognize brand enthusiasts who drive
others in?
• Are you truly committed to ongoing innovation?
Core operational processes
Integration, data & Analytics
Product Layer
Anatomy of a Platform
Core infrastructure
Customer experience

10. The focus is not on autonomous cars – all transport
modes are needed to provide a wider appeal
► Micro-mobility. There was a great emphasis on the new forms of
transport and the benefits they bring:
► Increased health services
► Reduction in pollution
► Less congestion
► Better convenience and less cost
► Sharing Gen2.0 is key to mass adoption, allowing affordability and
new sharing models to be brought to the fore, for both car and
purpose-built vehicles. Customer benefits range from productivity to
affordable luxury.
► Re-Defining Ownership. When developing new ownership models,
you need:
► Sharing from the outset
► Value exchange
► Personal aspiration
► Electrification

11. From the wavespaceTM session, what questions should potential players ask?
• Will mobility markets evolve into
marketplaces or platforms? Or both?
• What is the play for the asset operator
and service provider?
• Is this characterized by one or many
markets?
• Is there a business model that delivers
value to all by being free to travelers?
• If there are many markets, does a viable
business model require playing in more
than one?
• How to best enter the market now and
profitably?

12. For more information, please contact us
Martin Cardell
EY EMEIA Automotive & Transportation Leader
martin.cardell@se.ey.com
John Simlett
EY Global Future of Mobility Leader
jsimlett@uk.ey.com
Visit us at ey.com/futureofmobility
Follow @EY_Automotive

13. EY | Assurance | Tax | Transactions | Advisory
About EY
EY is a global leader in assurance, tax, transaction and advisory services. The insights
and quality services we deliver help build trust and confidence in the capital markets
and in economies the world over. We develop outstanding leaders who team to deliver
on our promises to all of our stakeholders. In so doing, we play a critical role in building
a better working world for our people, for our clients and for our communities.
EY refers to the global organization, and may refer to one or more, of the member
firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst &
Young Global Limited, a UK company limited by guarantee, does not provide services
to clients. Information about how EY collects and uses personal data and a description
of the rights individuals have under data protection legislation are available via
ey.com/privacy. For more information about our organization, please visit ey.com.
About the EY Advanced Manufacturing & Mobility sector
Urbanization, changing consumer expectations and emerging digital technologies are
reshaping what’s possible, from the production and distribution of goods to the
transportation of people. To succeed in this new world of mobility and smart
manufacturing, incumbents must transform themselves at unprecedented speed — to
think like an innovative startup, tap into new talent and engage the customer. With
experience across the value chain and key technology alliances, our teams show
clients how to create efficiencies now while adopting digitization and optionality for
long-term growth. Automotive, transportation, aerospace, defense, chemicals and
industrial products companies can draw on the strength of our network of cross-
industry players and put our diverse range of approaches to use today to equip their
businesses for tomorrow.
Ernst & Young LLP is a client-serving member firm of Ernst & Young Global Limited
operating in the US. Ernst & Young LLP, an equal opportunity employer, values the
diversity of our workforce and the knowledge of our people.
© 2019 Ernst & Young LLP.
All Rights Reserved.
EYG no. 002831-19Gbl
ED none
This material has been prepared for general informational purposes only and is not intended to be
relied upon as accounting, tax or other professional advice. Please refer to your advisors for
specific advice.
ey.com/futureofmobility