’s METRO MOBILITY

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Learn why Latin American consumers are changing their perceptions of personal mobility. And what the range of innovative new transport solutions (public, shared, crowd-powered, sustainable and more) means for all businesses.

Text of ’s METRO MOBILITY

  • METRO MOBILITYtrendwatching.com FEBRUARY 2014 SOuTh & CEnTRaL aMERICa TREnd BuLLETIn

    trendwatching.com/southcentralamerica/trends/metromobility

    Why Latin American consumers are rushing to innovative urban transport solutions.

  • introduction:

    Experimentation-prone consumers in Latin Americas big cities want to expand their horizons: geographical and otherwise. Theyre moving beyond the car as the default choice when it comes to personal mobility, and embracing a range of innovative transport solutions: public, shared, crowd-powered, sustainable and more.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 2

  • this is just a short extract. read the FuLL trend BuLLetin (For Free!) www.trendwatching.com/southcentralamerica/trends/metromobility

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 3

  • 1. FroM a dreaM to a niGhtMare

    2. neW aLternatiVes

    In terms of convenience and status: the once-mighty car is losing its appeal.

    A new transport ecosystem springs into life.

    DRIVING THIS TREND:

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 4

  • FroM a dreaM to a niGhtMareIn terms of convenience and status: the once-mighty car is losing its appeal.

    1

    A host of forces are pushing Latin American consumers towards a new range of diverse, innovative and (often) collective metropolitan transport solutions.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 5

  • From 1997 to 2012, So Paulo gained 1.4 million new cars (against 1.3 million more people).- Companhia de Engenharia de Trfego de So Paulo, November 2013

    THE TRANSPORT DREAM:

    Rising prosperity has given vast numbers of consumers in Latin America access to cars.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 6

  • The number of consumers in So Paulo willing to leave their cars at home increased from 65% in 2012 to 79% in 2013.- Rede Nossa So Paulo, September 2013

    A TRANSPORT NIGHTMARE:

    But, with car ownership far beyond limits of metropolitan road systems, for many the dream of car ownership has turned into a nightmare.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 7

  • MoBiLe status shiFt Protest PoWer

    For decades the car reigned as the ultimate symbol, and practical facilitator, of personal freedom.

    Thats now changing thanks to:

    A shift away from product ownership towards premium experiences as a way of accruing status.

    The smartphone has replaced the car as the facilitator of ultimate personal freedom.

    Consumers realizing that they are more likely to earn transport freedom when they act collectively, not independently.

    Protests in So Paulo last June sparked by rising bus fares brought debates about transportation issues to the forefront for many across Latin America. In Mexico City in December, similar protests were triggered by subway fares.

    Governments have realized they ignore the voices of (better-informed and connected) citizens at their peril.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 8

  • neW aLternatiVesA new transport ecosystem springs into life.

    2

    While a host of forces push consumers away from the car as the go-to transport option, a new ecosystem of alternativesfaster,moreefficient,moresustainable,more pleasant is growing up to serve the consumer need for mobility.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 9

  • From December 2012 to August 2013, ECOBICI, the bike sharing program supported by the Mexican Government* in Mexico City, had an increase of 61% in the number of users.- Environment Secretary from Mexico City, September 2013

    * Government investment isnt all thats feeding the new transport ecosytem. Private enterprise, sharing

    models, and empowering digital platforms also play key roles.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 10

  • soMe exaMPLes oF the neW transPort ecosYsteM

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 11

  • Mozilla & telecom Vivo Partnership offers residents free wifi at bus stops

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 12

  • easy taxi & santander Bank customers receive discounted cab rides booked via app

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 13

  • ecoBici joins La tarjeta Multimodal Bike hire scheme added to Mexico Citys public transport pass

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 14

  • Vitacon, joycar & ciclomidia Apartment block offers residents car and cycle sharing services

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 15

  • Bandeirada cultural Facebook-connected app enables strangers to share a cab to cultural events

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 16

  • PaZicleta Peaceful cycle promotes road harmony and comes with safety classes

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 17

  • Mercedes-Benz & Gemini tours Event-based ride-sharing initiative launches in So Paulo

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 18

  • aro 27 Hybrid caf and bicycle workshop opens in Brazil

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 19

  • Bike da Firma Scheme encourages employees to cycle with distance-based rewards

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 20

  • KPoMobile app rewards cyclists with virtual coins for completed challenges

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 21

  • MoBiLe MoMents

    transPort neutraL

    Branded GoVerMent

    VirGin consuMers

    Peace KeePers

    Consumersusingpublictransportwillfindtheyhavemoretime with their smartphones on their hands.

    As a plethora of transport options emerge, brands must cater to every kind of journey.

    Expectation that brands drive positive civic and social transformation will only heighten.

    If newly affluent consumers have turned their backs on the car,whattraditionalstatussignifierisnext?

    NEXT: SOME IMpLIcaTIONS TO cONSIDER

    As transport options diversify, brands that campaign for inter-commuter empathy and road safety will stand out.

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 22

  • The shift away from cars is helping to reshape the Latin American city, and change the nature of city living.

    No matter what industry youre in, get thinking about which new product, campaign or service innovation opportunities (if not whole new business models!) the METRO MOBILITY trend can offer you.

    NEXTNEXT

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 23

  • this is just a short extract. read the FuLL trend BuLLetin (For Free!) www.trendwatching.com/southcentralamerica/trends/metromobility

    METRO MOBILITYwww.trendwatching.com/southcentralamerica/trends/metromobility 24

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