The 80-20 rule applies for mobility these days. Typically, 20% of mobility is provided by shared mobility providers whereas 80% continue the habit of using the private car for getting around.

How do you best spend marketing money in a shared mobility ecosystem?

Red Ocean Strategy: Should you go for getting the bus passenger or shared car user in your train? Convince the bicyclist to take the bus? Or promote shared cars instead of a bus?

Blue Ocean Strategy: Are marketing money more wisely spent on converting private car users to users of shared mobility services. Conversion of “just” 10% of private car mobility would result in a 50% increase of business for the shared mobility ecosystem. Is it realistic and are you ready to increase service and capacity?

As more private companies are entering the shared mobility ECO System competition will get tougher in the mobility market. In a red sea scenario the public and private actors will fight each other and complain about new entrants taking market shares within their customer bases.

In the blue sea scenario each company see a value in opening up and partnering with their “rivals” to create a better overall shared mobility grid where customers can use multi modal services to get from door to door. Blue Ocean strategy thinking is actually a prerequisite for Mobility as a Service (MaaS) becoming succesful. So – do not ask what MaaS can do for you. Ask what you can do for MaaS,


Further discussion and contacts:

How do we best accelerate use of shared mobility to reduce congestion and improve air quality in cities. Discuss with Søren and others on LinkedIn or take the opportunity to discuss further directly with Søren here or email directly here.