November 14, 2017
Supported by LBS’ Institute of Innovation & Entrepreneurship and Higher Education Investment Fund and the Program for Vehicle and Mobility Innovation (PVMI) at the Mack Institute for Innovation Management, The Wharton School, University of Pennsylvania
The transformation of the mobility sector — encompassing not only the automotive sector (incumbent OEMs; Tesla) and new entrants from the technology sector, e.g. Google’s Waymo but also the providers of mobility services, e.g. Uber, Lyft, Didi, Zipcar, car2go, blablacar — has captured the attention of established incumbents, aspiring entrepreneurs, analysts/consultants, policy makers and activists. After a long period of stability, the automotive sector, and, perhaps more important, the broader ecosystem where this sector is embedded, is going through a period of rapid and drastic change. The confluence of new technologies (autonomous driving, electric cars, connectivity within and across vehicles and with the cloud), new business models (usage-based “mobility-as-aservice” as opposed to leasing and full ownership), and the evolution of societal needs has caused considerable ferment and excitement for mobility “ecosystems”.
This excitement has led to a vast outpouring of venture capital and R&D investment by the private sector, partly motivated by staggering valuations of new ventures such as Tesla and Uber, and leading to new entries virtually by the day. In response, governments are considering their strategies in providing complementary infrastructure to advance public policy goals for mobility (including more safety, fewer accidents and deaths, less congestion, and reduced pollution) while reconsidering virtually all aspects of how vehicle testing/validation, ownership and use are regulated. It has also led to an increased appreciation of the significance of mobility experiences as sources of value at the intersection with other sectors, from healthcare to food delivery.
Yet this unusual era of ferment has, so far, provided with more excitement (and, at times, hype) than understanding. This places us in a unique time, where a structured collaboration between engaged academics and practitioners could yield fruits for all involved. From the practitioner side, we will aim to move beyond the excitement of the buzz of the current moment and provide a framework on how to think about the complex web of interrelated changes. These discussions will help elucidate the changing boundaries and structures of sectors; emergence and operation of ecosystems in interrelated segments; the structure of business models in quickly shifting environments; the current patterns of value creation, migration, and appropriation.
A better, deeper mapping of this complicated set of changes that combines a view on strategic repositioning, regulatory changes and the engagement of civic society (including concerned activists) can yield a clearer narrative to communicate to all these actors. This narrative, in turn, can help provide a basis for dialogue that can advance progress on common goals and support needed debate where interests diverge. Finally, this workshop will help separating the substance from the hype on “ecosystems,” as applied to mobility. We are pleased to be bringing together an international set of participants with a wide range of perspectives for what we anticipate will be a most stimulating two days.
November 14: Mapping the Terrain for Vehicle and Mobility Ecosystems
9:30-10:00 – Introduction to the Workshop: From Retrospect to Prospect and the role of Ecosystems
Michael G Jacobides, LBS (and John Paul MacDuffie, Wharton/PVMI)
10:00-11:15 – Why Is Mobility the Big New Ecosystem?
Juergen Rees, Accenture; Alex MacKenzie-Torres, Toyota Research Institute; Martin Bruncko, Steam Capital; facilitated by JP MacDuffie, Wharton
11:45-13:00 – One or Multiple Mobility Ecosystems? What will the Mobility Ecosystem Strategic Dynamics look like and why?
Nikolaus Lang, BCG; Jörg Lamparter, Daimler; Philippe Colpron, Wabco; Alessandro di Fiore, ECSi; facilitated by MG Jacobides, LBS
14:45-16:00 – Who Will Orchestrate Vehicle & Mobility Ecosystem(s)? Tech vs. Auto vs. Coalitions
Kevin Reynolds, Ford; Hubert Lalanne, IBM; Elisa Balestra, GSMA; Nick Reed, Bosch; facilitated by David Keith, MIT
16:30-17:45 – Who Will Shape (and Contest the Shape of) Vehicle & Mobility Ecosystems? Central Governments vs. Cities vs. Civil Society vs. Corporate Coalitions
Iain Forbes, Centre for Connected & Autonomous Vehicles; Charles Fine MIT/ASB; Michael Hurwitz, Transport for London; Eric Thun, Oxford; facilitated by Francesco Zirpoli, University of Venice
November 15: Strategy and Policy Challenges in Shaping Mobility Ecosystems
8:30-9:00 – Introduction to Workshop Themes (review of Day 1; agenda for Day 2)
John Paul MacDuffie, Wharton and Michael G Jacobides, LBS
9:00-10:15 – Getting the customer needs right and managing pilots in ecosystems
Virginie Boutueil, Sustainable Mobility Institute, Renault-ParisTech; Alex MacKenzie-Torres, Toyota Research Institute; David Wong, SMMT; facilitated by JP MacDuffie, Wharton
10:45-12:00 – (City) State as Laboratory: Setting Up Social & Economic Mobility Experiments
Lisa Füting, Audi; Neil Fulton, Transport Catapult; Andreas Mai, Keolis NA; facilitated by Mari Sako, Oxford
12:05-13:00 – Getting from here to there: Dealing with organizational history & luggage
Kevin Reynolds, Ford, Christophe Pinau and Brigitte Courtehoux, PSA, and Mark Platshon, Icebreaker Ventures, facilitated by MG Jacobides, LBS
14:30-15:45 – Managing scope: How deep, how broad? Organic or via M&A and alliances?
Mark Platshon, Icebreaker Ventures; Charles Fine, MIT/ASB; Max Warburton, Sanford Bernstein; Christophe Pinau and Brigitte Courtehoux, PSA (via video) facilitated by MG Jacobides, LBS
16:15-17:30 – Shaping the Standards: What will (and should) be the architecture of mobility?
Shane Rooney, GSMA; Hardy Groeger, IBM; John Aloy, Telefónica UK; facilitated by Annabelle Gawer, U. Surrey
17:30-18:00 – Where do we go from here, and what research can help?
Michael G Jacobides, LBS and John Paul MacDuffie, Wharton