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The first MaaS services on our journey
towards MaaS vision
"Mobility as a Service – New European Model for Transportation“
Brussels 14th of October, 2015
Jouni Sintonen
Business Development Director
TeliaSonera Finland Ltd.
TeliaSonera in brief
TeliaSonera provides network access and telecommunication services that help
people and companies communicate in an easy, efficient and environmentally
friendly way, all the way from the Nordic countries to Nepal. We are also a leading
wholesale provider who owns and operates one of the world’s most extensive fiber
backbones.
TeliaSonera - in brief
• Result of a merger of the Swedish Telia AB and Finnish Sonera Corporation
in December 2002
• Head office in Stockholm, Sweden
• 2014 net sales SEK 101.1 billion
• Approximately 26,000 employees
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The world of TeliaSonera
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
Subsidiaries
Associated companies
Customers recognize us in each of our markets by our common identity.
Our icon represents the international strength of TeliaSonera combined
with a strong local connection as represented by our well-known local brand names
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Footprint of TeliaSonera
Subsidiaries
Associated companies
International Carrier
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TeliaSonera International Carrier
• Strong global presence
• 1/3 of the global internet transits our network
• ’Top 2’ global IP backbone directly connecting 345 million end-users
• Over 85 percent of European ISPs connect to our IP backbone
• More than 47,600 km of fiber network, owned and operated, our network reaches 62
countries across Europe, North America and Asia
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Executing on our strategic agenda
ENHANCE THE CORE
Develop the core
business in the Nordics
& Baltics
CONNECTIVITY
CONVERGENCE
COMPETITIVE
#1
Take Eurasia to
the next level
OPERATIONS
EXPLORE OPPORTUNITIES CLOSE TO THE CORE
IOT
E-HEALTH
MUSIC
SECURITY
FINANCIAL
Invest in areas that
complement and/or
strengthen the core
business
SERVICES
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TV
MaaS (Mobility-as-a-Service)
The MaaS concept is a focus on purchasing mobility services based on user
needs instead of focus on buying means of mobility (e.g., car, bike, bus ticket).
The transport sector has been identified by the Finnish government as a focus
area in the development of new service concepts based upon the digitalization
of our society.
TeliaSonera is about to produce concrete answers to that challenge.
The background for MaaS
• The future of transportation will be radically different from today
• Three trends shape the transportation landscape:
– electrification of vehicles,
– autonomous driving
– the use of the internet to mobilize new service concepts for users to fulfil their transport needs with
smooth, seamless and cost-effective way and same time reducing the carbon emissions.
• Despite the technological forces that shape transportation landscape and have the
potential to support development of sustainable mobility practices, there might be a
risk for public planners if they misread the transition. The risk is that the transition can
be seen as a threat for public transport system instead of MaaS services will bring
more users to the public transport. The change will be that users are customers of
MaaS operator which are using public transport as an essential part of users’ chain of
travelling.
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Paradigm shift from vehicle ownership to vehicle usage
=
New Mobility Business model
Impacting facts
Transport =
Door-to-door
services
Transport =
Private vehicle
-
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Freedom
Convenience
Status
No real alternatives
-
With same freedom
At least same level
of convenience
Real alternatives
Mobility operators’ offering to handle total cost of mobility (TCM)
rather than total cost of ownership (TCO).
The user can make rational transportation decisions attracting several
new services.
The old logic and still existing system is based on two different
drivers
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The user can make rational transportation decisions attracting several new services.
With over 120 micro mobility models outlined by 2017 to target first/last mile connectivity.
Source: Frost & Sullivan
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Making MaaS concrete
• Intelligent Transportation Systems (ITS) vs.
Integrated Transportation Services (ITS)
• Put the end-user to centric
• Personalize the service based on end-user’s
needs and real-time informing
• Our first MaaS service will offer through
smartphone application seamless, costeffective and need based way to travel.
• Goal is to have a service, where all
transportation means are under one
umbrella from door-to-door and easily
available for end-users to buy.
One ticket one travel.
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Layouts – still draft.
End-users are involved based on Lean Service Creation principles.
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Layouts – still draft.
End-users are involved based on Lean Service Creation principles.
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Layouts – still draft.
End-users are involved based on Lean Service Creation principles.
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The transport market in Finland
Passenger transport
1,0 Mrd€
Municipalities
1,4 Mrd€
Corporations
Households
15,9 Mrd€
(Transports and logistics)
33,1 Mrd€
Government
1,5 Mrd€
-
Basic transport infra 1,0 Mrd€
Development 0,4 Mrd€
AOB 0,1 Mrd€
Finnish household yearly spending on average is 930 € for
transportation services, 2450 € for buying vehicles and
2730 € for using the vehicles. The total spending was
15.9 mrd€ of which for transportation services 2.0 mrd€.
Assumption is that the use of transportation services will
increase while the spending on privately owned cars will
diminish. (Source: Tilastokeskus)
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Household yearly spending on average for transportation services
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FI 210 mrd€
26 mrd€
21 mrd€
4,3 mrd€
Capital region 56 mrd€
7 mrd€
5,6 mrd€
1,1 mrd€
Benefits for end-users (first ones)
• One of the first targets is make the need of households second car
questionable by offering smooth, seamless and cost-effective way for
managing your transportation needs.
– From owning the vehicle to use the vehicle
• First phase end-users will pay the trip by transaction based. After using
the service several times, end-users are willing to move towards a
transport account for trip payments. And after that we can create
monthly based packets with different kind of content to different
customer segments.
• No parking problems, no need to invest or maintain/repair the vehicle,
the trip can be planned according to your time schedule and utilize the
travel time to working, studying or for entertainment services.
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Thank You for listening!
email [email protected]
phone +358 40 5333364
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