Redefine the
rules in
transportation
18 inputs
Rule # 1
The purpose is
to sell cars
Redefinition of rule # 1
What if purpose was to solve
people’s mobility problems?
Today’s automotive CarSharing
manufacturers
Today’s automotive Focus on solving people’s
manufacturers + expanded mobility problems - including parking.
services / software Dissolves link between car and mobility
Source: http://www.adl.com/uploads/tx_extthoughtleadership/ADL_Future_of_Mobility_2020.pdf
Rule # 2
Cars are big
and expensive
Redefinition of rule # 2
Cars are small and inexpensive
What makes the Tata Nano so cheap?
Source: http://news.bbc.co.uk/1/hi/business/7957671.stm
The Tata Group’s inexpensive car, the Nano, is profitable
because the company has
reduced many cost structure elements,
accepted lower-than-standard gross margins,
and sold the Nano in large volumes to its target market:
first-time car buyers in emerging market.
Source: http://www.businessindevelopment.nl/uploaded_files/6_reinventing_your_business_model.pdf
Make cars lighter and simpler
“In the debate on fuels, one factor is overlooked –
at least, as Bruno Auvity from the Ecole
Polytechnique in Nantes in France sees it. Fuel
consumption could be lowered drastically if cars
were built to be both lighter and simpler.
For a long time now, new cars have become
heavier and heavier, and equipped with more and
more technical features. This has eaten up much
of their increased engine efficiency.”
Source
http://emagazine.credit-
suisse.com/app/article/index.cfm?fuseaction=OpenArticle&aoid=237759&WT.mc_id=In%20Focus%20I
nternational%2018.8.2008-237863〈=EN
Rule # 3
Cars pollute
the environment
Redefinition of rule # 3
Cars are environment friendly
Source: http://www.nissan.co.uk/vehicles/electricvehicles/leaf.htm#vehicles/electricvehicles/leaf
Source: http://www.smart.com/
Rule # 4
No muscles are
used to drive a car
Redefinition of rule # 4
Muscles are used to drive a car
Source: http://www.toxel.com/tech/2011/02/26/human-powered-car/
Rule # 5
The human brain
is not used to
drive a car
Redefinition of rule # 5
What if people drive by
using their brain?
Sources
http://www.youtube.com/watch?v=iDV_62QoHjY
http://autonomos-labs.com/
Rule # 6
Trains are not
very pretty
Redefinition of rule # 6
What if trains were beautiful to look at?
Combine a train and a garden
Source: http://inhabitat.com/2010/08/31/help-make-this-mobile-garden-on-a-subway-train-a-reality/
Rule # 7
Cars drive on
the road
Redefinition of rule # 7
What if driving, sailing, and flying were
combined to a larger degree than today?
Combine driving and flying
Sources
http://www.terrafugia.com/photogallery.html
http://www.business-opportunities.biz/2010/06/30/flying-car-goes-into-production/
Combine driving and sailing
Source: http://www.ideaconnection.com/innovation-videos/114-4x4-waverunner.html
Combine driving and diving
Source: http://www.business-opportunities.biz/2010/10/29/the-underwater-scooter/
Rule # 8
Transportation
equipment is sold
as a product
Redefinition of rule # 8
What if transportation equipment
was sold as services?
GE will sell its engines for some thousands of dollars
per operating hour, and the customer pays only when
the plane is flying. A fixed cost for the customer is
transformed into a variable cost.
GE maintains a group of specialists who will fly
anywhere in the world within 24 hours to repair a GE
engine while it is still mounted on the wing of the plane
(versus taking the engine off for repairs). They want to
get that plane back in the air as quickly as possible, the
same goal that GE’s customers have.
Source: http://www.business-strategy-innovation.com/wordpress/2011/02/open-services-innovation/
Rule # 9
Bicycle infrastructure
has relatively low
priority
Redefinition of rule # 9
What if investment in developing bicycle
infrastructure was given high priority?
Bike superhighways in London
Source: http://www.treehugger.com/files/2011/01/london-bike-superhighways-70-increase-cycling.php
Bike ramps
Source: http://www.copenhagenize.com/2010/01/manholes-for-bicycles.html
Bicycles free on trains
Source: http://www.copenhagenize.com/2010/01/bicycles-free-on-trains-in-2010.html
Rule # 10
Car drivers find
parking spots by
looking out the
window
Redefinition of rule # 10
Cars drivers find parking spots by using
the internet / mobile applications
Rule # 11
Customers are not
involved in
car design
Redefinition of rule # 11
What if customers and other people
around the world, who are interested,
are involved in car design?
BMW car configurator
Source: http://www.bmw.ch/ch/de/general/ecom_uic/vco/content.html
Source: http://www.smart-design-contest.com/
Source: http://www.scribd.com/doc/10933633/OECD-Open-Innovation-2008
Rule # 12
People who take
the bus, train or
plane don’t speak
with other travelers
Redefinition of rule # 12
Travelers communicate with
other travelers
Rule # 13
People, who go by
car, drive alone
Redefinition of rule # 13
People, who drive a car, use applications
to encourage others to drive with them.
Rule # 14
Only professionals
can monitor
air traffic
Redefinition of rule # 14
Everyone can monitor air traffic
Airport Monitor – San Diego International Airport
Source: http://www4.passur.com/san.html
Rule # 15
The auto industry depends,
more and more, on
financing, leasing, and
service costs
Here's the problem. The costs above aren't just
sneaky, cynical, slightly evil, and often deceitful.
They're downright fake - entirely imaginary.
They might exist as "financial" creations, but
there's little or no economic basis for them.
Source: http://www.managementexchange.com/blog/why-business-brain-dead-and-how-wake
Redefinition of rule # 15
What if mobility providers made costs
simple for people to understand?
Rule # 16
Taxi services
pollute cities
Redefinition of rule # 16
Taxi services are
environmentally friendly
Source: http://inhabitat.com/2010/06/08/fuel-cell-taxis-unveiled-for-2012-london-olympics/
Sources:
http://www.cab4one.me/
http://www.springwise.com/automotive/cab4one/
Source: http://www.skybus.es/
Rule # 17
Go slow on
canal bikes
Redefinition of rule # 17
Go fast on canal bikes
Source: http://www.youtube.com/watch?v=ol3MjtocEzY
Rule # 18
People who obey
speed limits are
not praised
Redefinition of rule # 18
What if people, who obey speed limits,
were praised?
Source: http://www.youtube.com/watch?v=KcaKocRXCB4