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Über dieses Buch

The advent of mobility-as-a-service and the disruption of the automotive industry are both overlapping and fuelled by the same developments and thus raise a very fundamental question: are we at peak car? Based on the author’s extensive field research, academic study, and professional experience, this book explores this very question as well as the underlying social, economic, generational, and regulatory changes that lead to a new mobility regime. Through rich descriptions of established OEMs and mobility start-ups, it discusses the current forms of mobility and the promise of autonomous technology. It further explores the strategic dimension of these developments so as to navigate and succeed within the disruptive and ever-changing environment of mobility services.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract
The aim of this chapter is to set the frame for the book’s topic, namely that automotive and mobility are distinct industries, but increasingly converging. The advent of mobility-as-a-service and the disruption of the automotive industry are both overlapping and fueled by the same developments and thus raise a very fundamental question: are we at peak car? This book explores this very question as well as the fundamental social and economic changes that lead to a new mobility regime, viewed through the lens of automotive and mobility firms.
Malte Ackermann

2. Why Mobility-as-a-Service?

Abstract
Chapter 2 explores the social and economic developments that lead to the emergence of mobility-as-a-service. This chapter focuses on the outcomes and implications of the digital transformation, particularly how software has become the main source of value creation and competitive advantage in the automotive industry. Ongoing urbanization serves as a catalyst for creativity, innovation, and job creation but decades of a car-centered policy entail severe negative outcomes. This chapter explores the challenges of urbanization, the rise of superstar cities, and the promise of smart cities. It further delves into how younger generations like millennials or generation Z perceive and value other things than previous generations. They appear less car-crazed, but are also confronted with a striking intergenerational wealth gap, which influences mobility behavior on various levels.
Malte Ackermann

3. Shaping the Future of Mobility

Abstract
This chapter examines the forces that will shape the future of mobility; in particular, how the rise of ecosystems fundamentally changes industries and it delves into the underlying economic mechanics that led to the dominance of big tech companies. A soaring public awareness for sustainability shapes the outlook of any firm, yet from a strategic perspective sustainability represents a wicked problem with neither definitive formulation nor a single solution, as requirements are often incomplete, changing, or even contradictory. This chapter explores what sustainability implies for individual mobility. We are witnessing not only an unprecedented expansion of the global middle class but also capital markets and investors who are literally drowning in capital. This chapter analyzes the challenges and implications of a loose monetary policy for the automotive establishment and mobility start-ups.
Malte Ackermann

4. Forms of MaaS

Abstract
Chapter 4 takes an inside look into the current forms of mobility and the promise of autonomous technology. It discusses and analyzes modes like carsharing, fleet-management, subscription services, ride-hailing, ride-sharing, and micromobility. It explores the implications and challenges of an integrated mobility ecosystem. This chapter also delves into the business-related and social challenges of autonomous technology and its disruptive potential.
Malte Ackermann

5. A Business Perspective

Abstract
The aim of this chapter is to characterize the major challenges for establishing and sustaining new mobility services. Chap. 5 evaluates all current forms of mobility regarding profitability, scalability, complexity, and sustainability. Further, mobility-as-a-service is conceptualized as a framework, the implications and complexities for firms are portrayed, and the changing value chains are described. It further illustrates the adjunct markets of travel, delivery, and logistics, and its relationships to mobility-as-a-service.
Malte Ackermann

6. The Way Forward

Abstract
This chapter explores the strategic dimension in order to navigate and win within the disruptive and ever-changing environment of mobility services. It illustrates how to reconcile and simultaneously run asset-light and asset-heavy business models. It proposes ideas for value creation and describes how to master an era of partnerships. Finally, this chapter closes with concluding remarks and an outlook.
Malte Ackermann
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