{"id":10773,"date":"2018-11-14T12:17:13","date_gmt":"2018-11-14T11:17:13","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=10773"},"modified":"2018-11-14T12:17:13","modified_gmt":"2018-11-14T11:17:13","slug":"digital-business-models-for-the-single-track-mobility-of-the-future","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/en\/2018\/digital-business-models-for-the-single-track-mobility-of-the-future\/","title":{"rendered":"Digital Business Models for the Single-Track Mobility of the Future"},"content":{"rendered":"

„The best innovators go beyond looking \u2013 they create new partnership and alliances; they prepare to rethink their whole mission.“<\/em><\/p><\/blockquote>\n

On Monday, November 2, 2018, Gregory Glanzmann, Head of Digitalization and Change at BMW Motorrad, visited the Connected Vehicle Lab at MBS and gave a lecture on „Digital Business Models for the Single-Track Mobility of the Future“.<\/p>\n

Gregory Glanzmann, born in Japan and raised in Hong Kong and Switzerland, has always been interested in grasping new contexts, and further developing them. Organizational Change in particular is a field that has accompanied him since his Master studies in Strategy and International Management at University of St. Gallen. In his role as Head of Digitalization and Change at BMW Motorrad, he benefits from his vast experience in various industries, and his passion for technology.<\/p>\n

Following the keynote lecture, Gregory and MBS Professor Dr. Hans H. Jung moderated an ideation session with more than 60 international students, aimed at identifying new digital options.<\/p>\n

The motorcycle industry includes all motorized single-track vehicles, from pedelecs to smaller scooters to large engine motorcycles. Measured in units, this market will be larger than that for automobiles in 2018, with up to 135 million units compared to approx. 100 million (Faust, H.; Glanzmann, G. 2018, p. 241).<\/p>\n

BMW Motorrad has already introduced an autonomous driving motorbike<\/a> this year, and offers connectivity in selected serial motorcycle models, and in particular accessories and equipment. The aim of digital connectivity is to increase the safety of motorcycling, and to promote the social character that motorcycling embodies. The digital transformation also offers an inexhaustible spectrum of starting points for innovative business models from the user’s point of view. These are specific to motorcycles \u2013 such as access to single-track mobility services as well as to real and virtual realms of experience (see figure 1).<\/p>\n

\"MBS<\/a>
Figure 1: Digital connectivity of the motorcyclist, access to mobility services, and to mobile as well as virtual realms of experience. (\u00a9 Gregory Glanzmann)<\/em><\/figcaption><\/figure>\n

Taking into account the diversity of existing services, mobility services in the context of single-track mobility can be divided into the areas of sharing<\/strong> (services that make vehicles accessible to a user), hailing<\/strong> (services that provide an available means of transport including a driver) and convenience services<\/strong> (services that border on, or enable mobility).<\/p>\n

The motorbike with its mobility is often understood as enlarging one’s own radius, which also constitutes a starting point for innovative services and added value in the real or virtual, digital world of the consumer. For example, customers are supported when they enthusiastically report on their motorcycle experiences, and share them with others through word of mouth and social media activities. For example, BMW Motorrad is represented on digital platforms, for instance via a cooperation with Rever (a motorcycling app), where bikers can track and plan their own routes, make use of routes recommended by others, and share them with fellow motorcyclists. In addition, BMW Motorrad offers Rent A Ride<\/a>, a digital platform that provides access to BMW motorcycles that can be rented for shorter and longer tours.<\/p>\n