1. Future of MobilityNew Market Entrants in MobilityMobility Integration Transport Operators, OEMs, Fleet Companies, and IT Organisations Aggressively Competing to Become Mobility Integrators Martyn Briggs, Yeswant Abhimanyu,Program Manager, MobilityResearch Associate Automotive & Transportation Automotive & Transportation17th January 2013 2012 Frost & Sullivan. All rights reserved. This document contains highly confidential information and is the sole property ofFrost & Sullivan. No part of it may be circulated, quoted, copied or otherwise reproduced without the written approval of Frost & Sullivan.

2. Todays Presenter Martyn Briggs, Program Manager Mobility Frost & SullivanExperienced Automotive & Transportation consultant and Project Manager, workingwith clients to implement growth strategies. My current working focus is related toMobility networks and associated Mega Trends, considering the role of technologyand forecasting new market opportunities.Specialties: Urban Mobility, Smarter Transport, Intelligent Transport Services,Transport EconomicsParticular expertise in: Transport Policy, Transport Planning, Behavioural Changeand Transport Economic Appraisal2 3. Todays Presenter Yeswant Abhimanyu, Research Associate Frost & SullivanAn Automotive Research and Consulting Professional with a keen interest inexploring next generation disruptive business models and market roadmaps, and toengage in knowledge sharing with visionary thinkers and thought leaders of the world.Authored studies with core competences in:Automotive PowertrainVehicle Fleet & LeasingEco-Innovation, Mega TrendsFuture of Mobility (Mobility Integration, Multi-Modality)3 4. Focus Points Agenda for Todays Presentation Mega Trends Influencing Rise of Mobility Integration Mobility IntegratorsDefinition and Key Findings Mobility IntegratorsEcosystem Types of Mobility Integrators Mobility Integrators and Existing Product Portfolio Mobility IntegratorsCustomer Types Case Examples Key Conclusions and Future Outlook 4 5. Poll QuestionWhat do you think is the one big impactMobility Integrators will have on PersonalMobility of the future ?A.Flexibilitytimeand cost savingsB.One-stop-shop solutionC.Sustainable and responsible travelD.Single ticket travel Note: Figures used only for representation purposes. Source: Frost & Sullivan analysis.5 6. Occasion for the Analyst Briefing Urgency: With an increasing number of smart cities emerging in Europe and North America by 2025,new Mega Trends like urbanisation, connectivity and convergence, smartphone apps and thetechnology boom are expected to drive the rise of interconnected mobility, leading to the creation of anew class of market players called mobility integrators. Noteworthiness: The mobility of the future will be flexible and integrated and will offer on-demandservices to serve customer demand. Car/bike/ride sharing coupled with advancements in high speedrail, micro-mobility and the emergence of mega corridors are offering customers the ability to movemore conveniently, comfortably, cost-effectively and quickly. How will this affect participants: Aided by new business models like car sharing and challenges interms of increased cost of vehicle ownership (parking charges, servicing and maintenance, congestioncharges, etc.), a new economic landscape provides stakeholders with an array of opportunities toexploit, in the quest towards integrated mobility. Participants will benefit, as this briefing will introducethem to the opportunities that are present in the market today.6 7. Mega Trends Influencing Rise of Mobility Integration Global Mega Trends are changing the way humans live, move, and co-exist. Dependency on technology and need for operational ease and comfort are amongst key reasons for the evolution of new business models. Urbanization New Micro MobilitySmart and Products Sustainable Cities Car Sharing/CarGeo-Socialization PoolingAnd Social MediaNew Business ModelsE-Mobility(Value for Many)Sustainable Public TransportationPower to the Middleand BRT Class and Gen YIntegrated Mobility Solutions Connected and High Speed Rail Wireless PlanetPhoto Credits: Dreamstime and Commons. Source: Frost & Sullivan Analysis 7 8. Mobility IntegratorsNew Market Player Travel today is more than just station to station; it is about door-to-door connectivity, thus giving rise to new market players offering integrated various modes to travel.Mobility Integrators Market: Future Approach towards Mobility Integration, Europe, 20112020 Intercity Intercity Train 2020SuburbsTravel Distance Intercity BusPrivate Cars Shared Mobility City CAROWNERSHIPShared Mobility PublicMicro-mobility TransportationDestinationTravel DistanceDoor-to-door integrated, multi-mobility a reality in futureMarket will see new players in market termed mobility integrators Note: Figures used only for representation purposes. Source: Frost & Sullivan analysis.8 9. Mobility IntegratorsDefinitionMobility is about seamless travel using all of the various modes of transportation available rather thanrelying solely on one transportation mode.Mobility integrator is an entity or a combination of entities in the value chain whichprovides the right combination of various modes of transportation to offer anintegrated, multi-modal door-to-door mobility solution using a mobility platform byleveraging technological expertise, operational excellence, infrastructuraladvancements and innovative business propositions. Key ElementsCustomer Perspective Urging Mobility IntegrationMultiple MobilityTime and CUSTOMER PERSPECTIVE URGING MOBILITY INTEGRATIONmodesIntegratedTechnologyPlatform forCostofJourneyIntegrationReal-timeSavingTransport dynamics Note: Figures used only for representation purposes. Source: Frost & Sullivan analysis. 9 10. Mobility IntegratorsEcosystemCross interoperability and co-operation between the different entities in the ecosystem to be the crux thatmakes or breaks future of mobility integrationMobility Integrators Market: Ecosystem, Europe, 2011Key Responsibility:Providing the Key Responsibility: Public transporttechnology andProviding mobility operators, carsharing, technical supportfrom Point A to B bike sharing, parkingrequired to realise operators, rentals, and new innovations leasing Key Responsibility: Providing mobility OEMS* Technology vehicles (cars, trams, Supplier providers MIEVs, and so on) Transportcompanies ** IT support Key Responsibility:Providing* infrastructure for mobility Infrastructure Government laws,providers *Cross interoperability and co-regulations, incentives, Payments providersoperation, for example,promotion, support, and Charging stations between OEM and technologysubsidies to the Mobile infrastructure providers converging ondifferent entities infotainmentSource: Frost & Sullivan analysis.10 11. Mobility IntegratorsStakeholders making it possibleStakeholders in an ever expanding integrated value chain taking the role of mobility integrators in the questfor totally integrated multi-modal door-to-door connected travel. Mobility Integrators Market: Mobility Integrators, Europe, 2011With Public advancements in Transporttechnology and Telecom continuous Operators innovation, new New Bus RailOpportunitiesConnexxionsopportunities are LBS andVodafone,NS, DB Bahnbelieved to evolveTelematics T-Mobile, O2,Taxiinto new MI Orange Shared Mobility Bike/Car PoolingParkingOnStar, ATX,participants in anVelib, ZipCar, Operators expandingChargingGreenwheels, integrated value PointPaymentDriveNow, Parkeon, Navx,chain. Engine Car2GoQPark, VinciChargePoint,Park-o-chargeOnline Mobility PayPal, AMEX,Booking Agency/ Visa, MI Journey Planners NewOpportunitiesMobileMasterCard Long Distance MobilityCurrent EV AppsExpedia, makemytrip, STA,OEMs Car RentalApp Store, TravelocityAppWorld,PSA, Renault, and Fleet Short Distance Urban Mobility Google Play,Daimler,Company Infrastructure Tech Solutions Oyster, ovi Store SMART, BMWand TransportALD, Hertz, ProviderIT OV-Chip Card, Companies Alphabet, Bosch, Continental AG,Leap Card Veolia Transdev, NewAthlonAmadeus, Nokia, IBM, NXPSiemens Opportunities Technology(office space Advancementsrental and so Mobile 2.0,on) Web 2.0Ever Expanding Integrated Value Chain Source: Frost & Sullivan analysis. 11 12. Mobility Integrators and Existing Product PortfolioNS Business card is the only full-fledged MI, while Mobility Mixx uses the same platform to extend itsoffering; it will be easier for the transport companies to become the Mobility Integrators.Mobility Integrators Market: Snapshot of Mobility Offerings by Mobility Integrators, Europe, 2011 Long- Parking Service Car Leasing and CarsharingPublic Transport DistanceOthers Management Platforms Travel Others Infra- CarCarRefuel/Apps, Journey Bike (Hotels, struc- Carsharing Leasing Rentals Scooter BikeCar Tele- Planners, Company Name (Traditional)(Long- (Short-(Cycle)RentingIntra-city Inter-city Taxi Sheds Parking Trains Flight confer- accesso ture and Scheduling,Renting-ries and Charg-term)term) encing Re-routing so on) ingOperatorsTransportNS Business CardConnexxion by PeugeotCompaniesMulticity by Car CitronBMW/DaimlerMobilityMixxLeasing Companies(LeasePlan)ALD Alphabet Athlon ArvalTransportCompanySiemensVeolia- TransdevSource: Frost & Sullivan analysis.12 13. Type of Mobility IntegratorsA mobility integrators function varies depending on what it offers and how it wants to position itself in themarket in line with market demands and the group vision. Mobility Integrators Market: Types of Mobility Integrators, Europe, 2011 and 2020 Mobility MobilityMobilityIntegrator Aggregator Player (MI)(MA)(MP) MI is an entity which MA is an entity MP is a member in enables the existence which offers athe value chain who of mobility selection ofenables or owns mobility services approximately 50 programmes through its as core businesspercent of the current offeringeither as stand-different modes of alone providers ortransport offered through partnerships Offers a selection of 3 or 4 mobility solutions Note: Figures used only for representation purposes. Image Source: railteam.co.uk, Peugeot Mu, and Alphabet.com. Source: Frost & Sullivan analysis. 13 14. Mobility IntegratorsSnapshot of Existing Mobility Integrators ExamplesThe future focus is moving towards integrated mobility with a number of mobility concepts and disruptive businessmodels. Mobility Aggregators/Players Oyster Card Mobility Trend Numerous carsharing programs Barclays bike sharing programsMobility Aggregators/Players cOPENhagen Card Mobility Integrators Excellent bicycle infrastructure Mobility Mixx with specific lanes; a number of NS Business Cardbicycle sharing programs Mobility Trend Integrated mobility trend evident with the introduction of mobility budgetsMobility Aggregators/Players DB BahnTouch & Travel System Mobility Aggregators/Players RMV Transport Card NaviGo, Orange Card, PeugeotMobility Trend Mu, Citroen Multicity Mobility trend: Towards multi- Mobility Trendmodal integration and Mobility integration activities byencouragement of carsharing Veolia-Transdev such as Urban Pulse and City Way; close working with IBM for integrated real-time mobility. EV carsharing programs Mobility Aggregators/Players Mobility Aggregators/Players ATM Itinero New Transit Card Note: Figures used only for representation purposes. Source: Frost & Sullivan analysis. 14 15. Mobility IntegratorsCustomer TypesCustomers for mobility integration range from everyday general public to cities and countries looking torebrand their positions. Mobility Integrators Market: Customer Types, Europe, 2011 Mobility IndustryBusinessB2BTransport/InfrastructureCompaniesOther Company ClientsMobility Another MIIntegration Customer Types Smarter and SustainableCities City as a CustomerGeneral Public Note: Figures used only for representation purposes. Source: Frost & Sullivan analysis.15 16. NS Business CardMobility Service OfferingsCurrently, approximately 5 percent of business travelers use the train, while 95 percent use other modes oftransportation, mainly cars, thereby opening up a number of avenues for NS to innovate. Mobility Integrators Market: NSMobility Service Offerings, The Netherlands, 2011 Integrated door-to-door mobility solution featuringBusiness Marketpost-usage invoices for business usersRetail MarketPre-paidPay as you go Model NS Hi Speed Lounge andTrain andPostillion Hotel FyraDiscountsTransport Trip OV Chip Greenwheels TaxisTrains Planner CardCar Rental Taxi, OV- Fiets, andAdditionalCar ServicesRentals (Q-Park, Bike Sheds)Public Car ServiceBikeTransportationOV-Fiets ParkStationsSheds(Bus, Tram, Metro) The transit payment system that the NS Business Card employed on a national level, focuses on flexiblepost-paid payments rather than on a pre-paid system.Note: Figures used only for representation purposes. Image Source: www.ns.nl and railteam.co.uk. Source: NS and Frost & Sullivan analysis.16 17. DaimlerMobility Services, MoovelAt the Heart of Moovel are intelligent mobility linkages with better use of available resources.Integrated Platform and DirectBus and RailComparison The different available bus and Direct comparison of different rail connections are shownmobility modes based onuser selectionRide Sharing and Taxi Cabs Search for available ride- sharing possibilities for a specific route. A taxi can be ordered using theFuture of Mobility app. Expansion opportunities for Car2gether and Car2go Decisions-making enabler Prices, quickest time, andcomfort levelsNote: Images used only for representation purposes. Image Source: Daimler.com. Source: Daimler.com and Frost & Sullivan analysis.17 18. Mobility IntegratorsKey Conclusions and Future OutlookThe future of integrated technology is connected, with networked products and services with technologyadvancements acting as the key enabler.Real-time data sharing1 Opening up of key enabler that will make or break mobility integration. Real-time data sharing and integration shared costs and risks among the way forward. City versus country-wide MI Infrastructure capabilities governments and investments2 Future smart and Mega Cities are expected to be attractive MI customers Country-wide integration co-existence of competitors in view of a unified goal.Future business models Developing business models p2p carsharing, renting personal parking spaces, and ride-sharing3 Personal transport merging with public transport and utilizing wasted travel capacity. Mobility budget handling (TCO TCM).Technology advancements Web sites and smartphone apps4 NFC is a futuristic potential technology payments, check-in/outs, security, safety, and telematics. E-ticketing with virtual tickets allowing for seamless customer-controlled travel.Source: Frost & Sullivan analysis.18 19. Table of Content of Frost & Sullivans M8BF18 StudyFuture of MobilityNew Business Models, Opportunities, and Market Entrants in Mobility IntegrationSection Slide Numbers Executive Summary4 Research Scope, Objectives, Methodology and Background25 Mobility IntegratorsMega Trends and Influencing factors31 Mobility IntegratorsOverview 49 Mobility IntegratorsDefinition and Ecosystem 67 Mobility IntegratorsCustomer Types 75 Mobility IntegratorsTechnology Solutions 92 Mobility Budget 98 Mobility IntegratorsCase Studies and Examples 105 Mobility IntegratorsPotential Cities177 Conclusions and Future OutlookThe Last Word 183 Appendix 188Source: Frost & Sullivan analysis.19 20. 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For Additional InformationKatja Feick Yeswant AbhimanyuCorporate CommunicationsResearch AssociateAutomotive & Transportation Automotive & Transportation+49 (0) 69 7703343(0091) 44 6681 4163katja.feick@frost.com Yeswanta@frost.comMartyn Briggs Cyril CromierProgram Manager MobilityVP SalesAutomotive & Transportation Automotive & Transportation0044 (0)207 915 7830+33 1 4281 2244Martyn.briggs@frost.com Cyril.cromier@frost.com23