Ricardo webinar to highlight how to account for consumer preferences in MaaS innovations

Following the publication of its white paper Consumer preferences in a world of smart, connected mobility and in response to customer requests, Ricardo Strategic Consulting is arranging a free webinar to be hosted at 11.00 EST [16.00 UK time] on Thursday 23 May, to further explore important topics raised for the future successful development of mobility as a service (MaaS) innovations.

In the coming years, the citizens of larger and more affluent ‘megacities’ – with populations exceeding 10 million – will be faced with a proliferation of mobility options based on fresh innovations in both technology and service. Understanding the likely future demands and aspirations of the early-adopter base in such urban environments is crucial when considering the potential commercial viability of future innovations in mobility.

The webinar will explore Ricardo’s methodology for characterizing likely preferences for MaaS innovations, which is based on a range of personae representative of the likely future generations and their likely income levels at the target date of planned implementation. The presentation will draw upon the approach used in a recent in-depth project to understand the future mobility demands of the city and banlieues of Paris, as was described in detail in the recent white paper. For this study, a number of personae representative of the wider population were created, and used to help understand how consumers consider multiple viable mobility options for their journeys, and how they base their decisions on both rational and emotional factors. The approach can be particularly powerful in understanding the consumer psychology of potential earlier adopter communities for new transport innovations, ranging from electric vehicles either in personal or shared use ownership, to ‘mobility as a service’ products.

In the Paris study, consumers in a 5-10 year time horizon were found to be more selective than those of today when making journey choices, a trend considered likely as a result of the increasing proliferation of transport options, an increasing value placed upon the experiential aspects of journeys, and greater social pressures to make environmentally sensitive choices. Despite the wide variety of differing consumer needs, a increasing requirements for connectivity and a seamless journey was found to be a common theme among almost all consumer profiles.

To request registration for the free webinar to be hosted on 23 May, visit: https://attendee.gotowebinar.com/register/2647499053697276172?source=PR

For those who have yet to download a copy of the white paper Consumer preferences in a world of smart, connected mobility on which the webinar will be based, this can also be downloaded free of charge from the Ricardo eStore: https://estore.ricardo.com/topics/connected-autonomous-vehicles/consumer-preferences

Potential delegates for this webinar may also be interested in the forthcoming Ricardo conference, ‘Advanced Mobility 2025’, to be hosted at The Dearborn Inn, Detroit, on June 18-19, 2019. For registration at the conference and for updates on the agenda, visit www.ricardo.com/AM2025.