MaaS is beer
?? Stijn Vernaillen
Bike lover; Mobility-as-a-Service specialist ????????????/ a roadie in the #MaaS Band ; MCC (Mobility Choice Creative); proud dad
An inspiring debate on MaaS was kicked off by David Zipper recently with all the key players of the ecosystem chiming in and giving their view on the topic. I've been reading those post with great interest and feel honoured to be mentioned by Krista as one of the players of the heavy metal MaaS band. It also triggered me to write my own little view on MaaS. I tried extending the analogy of the heavy metal band but even though I love all kinds of music, as a Belgian my strength is in making everything in life-related to beers. So here's my take on MaaS from a Belgian beer perspective.
One of the things that keep on returning in all the discussions is the various business models which are possible. Just like with beers, MaaS will come in many flavours and tastes depending on the local situation and preference of the user but the basic ingredients are the same: water (PT), hops and malted grains (other modes), yeast (active mobility) and some secret ingredients. Based on these elements, an unlimited number of beers can be made. There's a lot of knowledge on how the whole logistical flow (data) works to get the ingredients to the MaaS-breweries. We've figured out ways to improve the quality of the ingredients along the way even though the farmers in the field are holding on to their old ways of doing things a bit too hard but overall most elements are clear and we know where the opportunities and threads are in our supply chain.
In the MaaS community we've been discussing recipes, creating initial brews to test, exchanged knowledge on the various ingredients and made ourselves perfect brewmasters. We've even created a couple of wonderful full-flavoured beers that are even ready for the bigger audience but it seems like we've collectively forgotten that we haven't brought the tasteful beer to the longing user. We've shown him the label, we've talked about how wonderful and great our beer is and he/she is ready to taste it but we haven't put a lot of thought in how to get it to that user.
Even though there are still many improvements we can make to the recipes we're creating, it is important to also start a discussion about the glass. The glass is what gives the beer that extra touch, that extra oxygen when poured, that extra feel that makes that beer special but most of all it makes it possible to drink the beer and enjoy its full taste. I think we have to focus on how we can get our wonderful MaaS beer of Trappist quality to the user. Currently the only thing we have is a plastic cup. With Smart Ways to Antwerp we've been trying to bring MaaS (B2C, B2B, B2X) to the users in various ways for the past years but the main challenge is the general understanding of what MaaS is and what the MaaS potential is. We need better storytelling, shared user stories and user advocates (waiters?) who bring the beer to the customer. The MaaS-alliance is already doing a great job their to make policy makers more aware of MaaS and bring together all the players but a combined communication strategy towards those consumers is still lacking. I don't have a clear view on how the glass should look and which labels should be on it yet so I look forward to some of the concept sketches and co-create that set of MaaS glasses.
One last thing that should still be added to this beer analogy is the pub. Even is we get access to the best ingredients, have optimised the logistical flow, creating the best beer in the world in a glass that lifts the beer even higher, a lot of our efforts will be in vain if we don't have the right environment to consume the beer. The bar is the public domain, the vehicles are the chairs and the tables. If busses don't run on time or regularly; if vehicles are broken; if cycle paths are non-existing; ... If the whole mobility user experience is not of top-level, that wonderful beer we've created will be worthless. We can improve the experience by adding some music (like MaaS integrated in a banking app) but it'll be just some varnish. So, just as with some of the pubs owned by breweries, I believe as a MaaS-community we also have to push hard for better basic infrastructure. MaaS is sometimes uses as "the saviour" for mobility but we have to make sure we're not getting used as an excuse to not invest more/better in the basics of infrastructure.
I'm happy that I've been able to taste a lot of the MaaS-flavors already served in that wonderful glass that is Smart Ways to Antwerp and I look forward shaping this whole beer/MaaS experience with all of you. Let's push this whole experience forward!
Meaningful Mobility & Innovation
4 年Hi Stijn, thanks for shouting out! Great analogy! I'd been thinking of some others, but there are always some aspects that don't match: 1. newspaper: there is a lot of news, and you can get it for free on social media etc. The challenge for media is to offer such an offer that people want to pay them to collect information for them. They can add value by adding a flavour or perspective to their choice of news. They can add value by hiring skilled people who interpret the news and process it for their customers. With MaaS, it's a bit of the same: the means of transport are there, the challenge is: to make an offering that appeals, and add value by making stuff easier for the consumer. Although, for MaaS, the possibilities are a lot more limited. 2. Spotify: there is a lot of music, I can listen on youtube or whatever, so the challenge for streaming music platforms is to make an offer that appeals and add ease of use & payment. The analogy with MaaS is that you 100% depend on your offering. If there is no good music to offer, no customers. If there are no good transportation options, there is no use in starting a MaaS service.
Expert Stratégie chez Ecov
4 年A really good analogy! But I think pub is not the public domain : pub is the special ambiance around the beer! There, beer seems better! It is the same for mobility. We need such emotionnal attachment - as Sampo Hietanen said - in order to be happy to use MaaS. This means marketing, community, gaming... The goal is to make users proud, as first car drivers were proud one century ago!
Professor, Univ. of Oregon -- Director, Urbanism Next Center -- Principal, ELEMENT/UD -- Strategic Advisor, TNO
4 年As always, brilliant. Loved reading this. I'm going to add a key issue to the brew... what happens if someone has a monopoly on water, or on hops? What if brewers are forced to make beer with only water, or only hops (***or only special ingredients!!) --- or have to pay crazy costs for these things? It is, in the best interest to all of us beer drinkers, better to have everyone have access to the raw materials so people can do their most to try to brew that perfect beer --- and to target different palates. But that only works if materials are available (and the water or hops supplier doesn't decide he would like to corner the beer market, b/c s/he has a key ingredient)...
Ideation, Inkubation, Assessment in den Bereichen Erneuerbare Energie, Energieinformatik und nachhaltige Mobilit?t
4 年You might need a holder for your beer crates https://www.energie-umwelt.at/bikehook.html
Software Architect Dat.mobility & TOMP-API & CDS-M working groups
4 年Thank you Stijn! Good analogy. Do you also have analogies for transaction processors, ticket stocks, clearing houses and personal data stores? Or are these just part of the brewing factory?