Mobility Business Model

Why this company?
We wanted to analyze Mobility to study a company very different from the other two (Club Med or Opodo). Mobility is a very innovating company, the number of users of car sharing is increasing every year. We consider that, in our context of study "travel industry", Mobility provide short trips for its users with car-sharing.It’s not the same concept of Hertz or car rental companies where we must book a car for a long time (2 days for example). With Mobility, we can choose to book a car during 2 hours.

Website?
http://www.mobility.ch/Business

Business model description

Customer segments
There are four types of customers: private customers, members of the cooperative (members must invest money in Mobility), business customers (companies...) and countries (who buy MobiSys platform).

Customer relationships
There are two types of relationships: an automated service for the first three customers and a personnalised service for the integration of the platform in the countries.

Channels
The channels are the website or the mobile platform to do an online reservation (click and drive) of a car and the mobile phone to receive the sms confirmation with the description of the reservation.

Value proposition
The general value proposition is « Having a car at any time ». The customers can have a car when they want but it’s not their car.

Key activities
The platform is very important because all reservations are made on it (or more rarely by phone). The other key activity is the negociation with all the partners (for the cars, for oil, for parkings...).

Key ressources
Firstly the material ressources, we have the web and mobile platforms, cars and parks, all the technology inside the cars (small computer used to activate the car when the customer places his Mobility card on the windshield). And secondly, Mobility need human ressources for all the assistance with the customers (if a problem occurs with the car for example). We don’t know if Mobility has a patent for its platform MobiSys.

Key partners
There are a lot of key partners. First of all, the automakers (with car technology too), the oil companies and the parkings are very important. In a second part, the insurers or breakdown companies like TCS can help if a problem occurs with a car. Thirdly, we are the travel partners like Hertz or SBB-CFF (for a better visibility). And to conclude, the other partners (Migros, public transportation for example) that allow customers to have reductions.

Cost structure
The main costs are for the platform, cars, parks, oil. Not forgetting the cost of contracts with partners.

Revenue streams
Firstly, the customers pay an annual subscription with an optional insurance (for cars). But they pay also the cost of the reservation (hours and kilometers) each month. Secondly, we have investments of members of the cooperative (less frequently). Thirdly, Mobility obtains profits from partners. And finally, Mobility has paid for purchases of platform (by countries).