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 Mobility and Aerospace
Taking the
Tram to
Big cities all over the world are developing new, flexible, connected, and on-demand mobility strategies.
says Middelberg. “One of our major aims is to serve the growing trend toward a sharing econ- omy.” The goal is to offer multiple parallel mobil- ity solutions, which build on the backbone of the bus and tram system but also extend far beyond it and are well connected. Customers who value flexibility need real-time information for prompt transportation services—and options that go be- yond rigid timetables.
The electronic billing service is intended to free customers from complex fare systems and high prices for single tickets. The vision is for smartphone apps or chip cards to calculate the most favorable fares based on where users start and end their journeys. “We want to sepa- rate use from payment,” says Middelberg. That is more convenient for customers and more cost- efficient for the company. But that’s not all. The data thereby acquired give the mobility provider a better idea of passenger use patterns and enable it to further optimize its services.
Smart ticketing is on the rise in major cities around the world. In the London metropolitan area, for example, passengers can use not only Oyster cards but also contactless credit cards for a pay-as-you-go option. The Whim app from the Finnish company MaaS Global offers access to public transportation, bicycles, taxis, and rental cars in Helsinki. It is also used in Birmingham and Antwerp. Hong Kong’s Octopus card and New York’s OMNY are just two more examples of how cities are developing strategies for standardized, contactless payment systems by smartphone, travel card, or credit card.
Leipzig enjoys ideal conditions for new solu- tions of this type. With a population of 600,000, it has the second-largest tram network in Ger- many after Berlin’s. Its population has increased by 100,000 over the last decade, and its annual passenger figures have risen by tens of millions. Vehicle fleets and driver teams have grown in re- sponse. The city is pursuing a sustainable trans- portation strategy that aims to raise the share of all trips taken by rail and bus from the current 18 percent to 23 percent by 2030. It aims for the share of trips taken by car to decrease from 40 to 30 percent. And that, says Middelberg, makes the city center a more attractive place for shopping, entertainment, and other experienc- es—which gives it a competitive advantage over online shopping. This is by no means an anti-car policy. On the contrary. “For cars to still be fun to drive, we need our cities to work. Good public transportation is part of the solution.”
LVB is working together with IT experts and scientists from the Max Planck Society on a “mobility factory” project to develop dynamic
 Ulf Middelberg’s fingers fly across a map showing blue streets, white cars, trains, and bicycles—and a wide yellow arrow pointing straight to the
future, on an innovative app for Leipzig’s pub- lic transportation company. In 2018, Leipziger Verkehrsbetriebe (LVB) served 156 million pas- sengers, 18 million more than it did five years ago, and Middelberg is one of its managing di- rectors. The app’s innovative graphics clearly indicate the direction he wants the company to take in the future. He intends the LVB to be more than a well-oiled bus and rail system. It should also be a flexible, connected mobility provider for all modes of transportation in Germany’s fastest-growing major city—including car shar-
52 Porsche Consulting The Magazine
ing, rental bikes, shuttle services, taxis, and au- tonomous transport systems. In short, it should reflect “mobility as a service” (MaaS).
The “Leipzig mobil” app is one of the first ma- jor elements of this strategic approach. In addi- tion to ticket sales and schedules, it gives users access to a bike rental system called Nextbike, a regional car-sharing company, and taxis. The app also lets users directly compare different means of transportation and routes. It bills them month- ly for all the rides they take. These features give customers more freedom in getting around the city and make LVB one of the most innovative municipal companies in Germany.
“Younger people in particular no longer want to be bound to a private car or a monthly pass,”
Bus per click
Bus service where and when you want
it. Smart options will supplement schedules in the future.

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