Leveraging its moovel mobility platform to adapt to changing customer expectations
- Daimler¹ is an example of a company that has been quick to embrace customer expectations of on-demand mobility, even at the risk of cannibalizing existing sales.
- The luxury car maker launched the moovel mobility platform in 2012.
- Moovel group is a wholly owned subsidiary of the Daimler AG and organizationally aligned with Daimler Financial Services.
- Moovel intelligently brings together various means of transport, and plans the best route from A to B, enabling customers to choose between a range of different transport options such as car2go (Daimler’s own flexible car-sharing service), public transport, taxis, ride-sharing and even rental bikes by viewing price and travel time information.
- Moovel allows all booking and payments for the various mobility options to be processed through its unified application.
- By the end of 2014, car2go was established in 29 locations in Europe and North America and moovel had more than one million customers for its mobility services – 86% more than in 2013.
- Daimler Financial Services revenues from mobility services in 2014 were estimated to have reached €100 million.
- Through acquisitions, moovel is expanding its presence in the international mobility services market and accelerating the global development of this growth sector
- Moovel has partnered with a series of mobility providers across Germany to combine their offerings into a single, simple mobile application.
- The company recently expanded this offering by acquiring taxi booking app mytaxi and North American ride-sharing app RideScout.
Daimler is one of more than 100 case studies identified as part of the World Economic Forum’s Digital Transformation of Industries initiative. An overview of the DTI program can be found here.
- Sources: www.moovel.com; Daimler 2014 Annual Report; www.prnewswire.com; WEF/Accenture Analysis