Using brand to drive the future of mobility within cities
The way that people get around cities is changing dramatically. From the emergence of new forms of transport to the rise of shared vehicles, the mobility sector has reached an exciting moment of disruption.
Learn first hand from leaders in this sector, how to leverage brand to navigate the changing mobility landscape.
Watch the recording
0:16 – Introductions
4:17 – What do you think are the trends that are disrupting the traditional forms of mobility within cities and urban spaces?
- Haya: “The new trend is that we are reclaiming the public space, which is there for us to enjoy and spend time in, not just for commuting from point A to point B.”
- Nikita: “In Russia, mobility started to work as an industry only about a year and a half ago when people understood they had different options for transport.”
12:41 – Nikita, your brand, Citymobil, belongs to Mail.ru Group, who also owns VK, Russia’s largest social network. Talking about experiences and social connections, how does Citymobil benefit from this connection to social media?
14:27 – Haya, how do you ensure a great experience for your brand? What are the moments of truth where you need to perform and how do you ensure that your promise is delivered across every touchpoint?
- Haya: “To summarise, people want the experience to be reliable; from a safety, sustainability and affordability point of view.”
- Haya: “We need more cities that revolve around pedestrians rather than modes of transport.”
20:38 – Natalia, how do you achieve the consistency and coherence across your product portfolio and how do you ensure it is maintained throughout the experience?
- Natalia: “I work in two very different markets: Spain and LATAM, who have very different states of maturity. Latin American countries are not even near being ready to achieve electrification of mobility.”
- Natalia: “We are very operation based, that is true.”
25:59 – Nikita, Citymobil works in a slightly different way and you even have different options in your service. Do you want to maybe elaborate on that to give a bit of contrast?
- Nikita: “We try to build an ecosystem around drivers. It’s a question not only about how to make the experience better for riders, but for drivers as well.”
27:15 – Going back to the way cities and urban spaces are being disrupted by all these mobility providers, how would a city benefit from your companies and what are the challenges you are encountering when working with public entities?
- Antoine: “Cities cannot keep up with the speed of the private sector.”
- Natalia: “We are trying to become allies with governments because we have a lot of information and tools that we can share with them to make the city a better place to live in.”
- Nikita: “A challenge is that you can see the government as a partner but it can easily turn into a competitor.”
- Haya: “The whole idea behind this innovation is to give space back to the people, not take it from them.”
42:05 – Thinking about the future of mobility in general, when do you think there will be autonomous transportation in your brands?
- Nikita: “Regarding automatization, what will we do with drivers? Ethically, this is a big question. They were at the origin of the car sharing industry, so we need to understand how this community will be affected by the integration of self driving. There is no easy answer.”
- Antoine: “The role of car sharing companies, scooter companies and other providers of new mobility forms is to accelerate the deployment of autonomous vehicles in cities.”
51:06 – What about green energy as a source for e-mobility. How do your brands deal with this?
54:01 – How do you use the power of brand to be different, stay relevant and authentic?
- Haya: “Being authentic and honest is important. For example, if we care about the environment we should not scrap scooters, consumers are not stupid.”
- Natalia: “You need to build trust. We compete against alternatives like public transport who have been building their brands for years.”