Samenvatting
In the past decade, there has been tremendous progress in the field of intelligent transport systems; several successful cooperative mobility initiatives have proven potential benefits of cooperative systems in increasing both energy efficiency and safety for specific transport modes. A large variety of cooperative applications have been designed for different goals, stakeholders, or specific settings/environments. However, following a silo-based approach and resulting in independent deployments, which, at the same time, have similar goals and functionalities for the end-user. Scalability, IT-security, decentralization, and operator openness are some of the most important properties that a technical and commercial successful solution must provide.
C-MobILE project aims to stimulate/push existing and new sites towards large-scale, real-life Cooperative-Intelligent Transport Systems (C-ITS) deployments interoperable across Europe. Operational procedures will lead to decentralized and dynamic coupling of systems, services, and stakeholders across national and organizational borders in an open, but secure C-ITS ecosystem, enabled by different access technologies which provide transparent usage for service providers and seamless and continuous experience for the end-users across different transport modes, environments, and countries.
Although C-ITS services and their implementation are of prime interest within this project, successful marketization and adoption of these services significantly depend on the business models which encapsulate these services. After all, a technological innovation does not guarantee business or economic success. The development of a technology product should be coupled with a business model defining the context where its use is valuable for a particular user. Hence, implementing C-ITS services without a clear goal or without being directed towards the main beneficiaries of these services is more likely to lead to a failure. Specifically, it is important that the business models surrounding these C-ITS services are viable and sustainable. Inviable business models force users or stakeholders to incur unacceptable losses, whereas unsustainable business models will not survive the long-term horizon for which the services are able to generate value. This also hinders large-scale deployment of these services. Therefore, exploring the design of business models surrounding the use of C-ITS services is of high importance. The design of a business model should make clear what value will be offered through the mobility solutions that employ C-ITS services, which stakeholders will be involved and what responsibilities each stakeholder will have in implementing these mobility solutions. Moreover, it should become apparent how costs and benefits are distributed among stakeholders after the implementation. In turn, business model blueprints may serve as a plan for implementing C-ITS services and as an incentive for stakeholders to participate in scenarios using these services.
Past European projects within the C-ITS mobility domain, such as Compass4D [1] or NEWBITS [2], have acknowledged the need for exploring business opportunities and deriving business models to support the deployment of these services. In Compass4D, business models for deploying C-ITS services have been designed with the Business Model Canvas. As a result, the designed business models adopt a more organisation-centric view, reasoning from the perspective of the municipality for a deployment site. However, C-ITS services are not deployed in isolation by a single organisation but are the product of collaborations between multiple stakeholders within the business model, including authorities, municipalities, infrastructure providers, service providers, and users. Therefore, there is a need for exploring business models for C-ITS services from a networked business perspective, examining the role of involved stakeholders within such a business collaboration.
In this project, we take an explicit networked perspective for creating solution-oriented mobility services to users. More specifically:
- We organized workshops at each C-MobILE deployment site (Barcelona, Bilbao, Bordeaux, Copenhagen, Eindhoven/Helmond, Newcastle, Thessaloniki, Vigo), and with the participation of several stakeholders at each site, we collaboratively designed business model blueprints for mobility solutions that use C-ITS services.
- During the design and implementation of these services, we collaborated with the local sites to assess how the initial plans unfolded, and to monitor for the emergence of new solution scenarios and for the improvement of existing ones.
- We performed additional workshops and meetings to elicit these new or updated scenarios, and developed new business model blueprints to be deployed in the C-MobILE deployment sites.
- We refined and consolidated these blueprints into 10 business model blueprints -each incorporating a set of C-ITS services for the solutions of specific mobility challenges of urban areas and generalized them for adoption in any European city challenged by similar problems or opportunities.
- We detailed each blueprint with specific value capture flows (that depict how the cost and benefit item flow among stakeholders), and with choreography diagrams (that depict the underlying scenario of the model).
- We performed a survey among C-MobILE consortium partners – focusing on local sites – to qualitatively evaluate the viability and feasibility of the blueprints.
- Finally, we performed a series of online workshops with the C-MobILE consortium partners involved in the deployments in local sites, to quantitatively evaluate the feasibility of the blueprint business models.
Accordingly, this report presents the final versions of these blueprints, which elaborate on how value is created for all stakeholders through applications of C-ITS services, describes the role of the stakeholders involved, cost and benefit items incurred by each and how these items flow among different stakeholders. In addition, based on the consolidated set of 10 blueprints, we have generated a reference business model blueprint that can be used as a template for the design of new business model blueprints for C-ITS-enabled mobility solutions. The final blueprints aim to provide guidance for the implementation of C-ITS services, emphasizing the importance of creating viable and sustainable business networks. A blueprint covers one or more C-ITS services, depending on the specific needs and goals of the involved stakeholders, and as such, can serve as guidance on how these services can successfully be put in practice. Finally, in this report, we discuss our recommendations for fostering business model design for the C-ITS-enabled mobility solutions.
C-MobILE project aims to stimulate/push existing and new sites towards large-scale, real-life Cooperative-Intelligent Transport Systems (C-ITS) deployments interoperable across Europe. Operational procedures will lead to decentralized and dynamic coupling of systems, services, and stakeholders across national and organizational borders in an open, but secure C-ITS ecosystem, enabled by different access technologies which provide transparent usage for service providers and seamless and continuous experience for the end-users across different transport modes, environments, and countries.
Although C-ITS services and their implementation are of prime interest within this project, successful marketization and adoption of these services significantly depend on the business models which encapsulate these services. After all, a technological innovation does not guarantee business or economic success. The development of a technology product should be coupled with a business model defining the context where its use is valuable for a particular user. Hence, implementing C-ITS services without a clear goal or without being directed towards the main beneficiaries of these services is more likely to lead to a failure. Specifically, it is important that the business models surrounding these C-ITS services are viable and sustainable. Inviable business models force users or stakeholders to incur unacceptable losses, whereas unsustainable business models will not survive the long-term horizon for which the services are able to generate value. This also hinders large-scale deployment of these services. Therefore, exploring the design of business models surrounding the use of C-ITS services is of high importance. The design of a business model should make clear what value will be offered through the mobility solutions that employ C-ITS services, which stakeholders will be involved and what responsibilities each stakeholder will have in implementing these mobility solutions. Moreover, it should become apparent how costs and benefits are distributed among stakeholders after the implementation. In turn, business model blueprints may serve as a plan for implementing C-ITS services and as an incentive for stakeholders to participate in scenarios using these services.
Past European projects within the C-ITS mobility domain, such as Compass4D [1] or NEWBITS [2], have acknowledged the need for exploring business opportunities and deriving business models to support the deployment of these services. In Compass4D, business models for deploying C-ITS services have been designed with the Business Model Canvas. As a result, the designed business models adopt a more organisation-centric view, reasoning from the perspective of the municipality for a deployment site. However, C-ITS services are not deployed in isolation by a single organisation but are the product of collaborations between multiple stakeholders within the business model, including authorities, municipalities, infrastructure providers, service providers, and users. Therefore, there is a need for exploring business models for C-ITS services from a networked business perspective, examining the role of involved stakeholders within such a business collaboration.
In this project, we take an explicit networked perspective for creating solution-oriented mobility services to users. More specifically:
- We organized workshops at each C-MobILE deployment site (Barcelona, Bilbao, Bordeaux, Copenhagen, Eindhoven/Helmond, Newcastle, Thessaloniki, Vigo), and with the participation of several stakeholders at each site, we collaboratively designed business model blueprints for mobility solutions that use C-ITS services.
- During the design and implementation of these services, we collaborated with the local sites to assess how the initial plans unfolded, and to monitor for the emergence of new solution scenarios and for the improvement of existing ones.
- We performed additional workshops and meetings to elicit these new or updated scenarios, and developed new business model blueprints to be deployed in the C-MobILE deployment sites.
- We refined and consolidated these blueprints into 10 business model blueprints -each incorporating a set of C-ITS services for the solutions of specific mobility challenges of urban areas and generalized them for adoption in any European city challenged by similar problems or opportunities.
- We detailed each blueprint with specific value capture flows (that depict how the cost and benefit item flow among stakeholders), and with choreography diagrams (that depict the underlying scenario of the model).
- We performed a survey among C-MobILE consortium partners – focusing on local sites – to qualitatively evaluate the viability and feasibility of the blueprints.
- Finally, we performed a series of online workshops with the C-MobILE consortium partners involved in the deployments in local sites, to quantitatively evaluate the feasibility of the blueprint business models.
Accordingly, this report presents the final versions of these blueprints, which elaborate on how value is created for all stakeholders through applications of C-ITS services, describes the role of the stakeholders involved, cost and benefit items incurred by each and how these items flow among different stakeholders. In addition, based on the consolidated set of 10 blueprints, we have generated a reference business model blueprint that can be used as a template for the design of new business model blueprints for C-ITS-enabled mobility solutions. The final blueprints aim to provide guidance for the implementation of C-ITS services, emphasizing the importance of creating viable and sustainable business networks. A blueprint covers one or more C-ITS services, depending on the specific needs and goals of the involved stakeholders, and as such, can serve as guidance on how these services can successfully be put in practice. Finally, in this report, we discuss our recommendations for fostering business model design for the C-ITS-enabled mobility solutions.
Originele taal-2 | Engels |
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Plaats van productie | Eindhoven |
Uitgeverij | Eindhoven University of Technology |
Aantal pagina's | 98 |
Status | Gepubliceerd - 1 dec. 2021 |