The document summarizes the key objectives, findings and recommendations of a landscape analysis of the Finnish ITS/MaaS sector: 1) It mapped the players, structure, segments and business potential of the Finnish ITS/MaaS sector through desk research and interviews. 2) It identified the Finnish sector's key offering areas like intelligent vehicles, traffic infrastructure, and mobility as a service platforms. 3) It concluded that while Finland has strong technical competencies, commercialization of MaaS remains in early stages and will require cooperation across enterprises, public authorities, and research to realize the sector's potential.

1. Landscape analysis of the Finnish
ITS/MaaS business
Presentation
4th of May 2016

2. Objectives of the Landscape analysis
• Mapping of the situation of the Finnish ITS/MaaS sector
– Players, structure and segments
– Business potential
• Finnish offering and competitiveness
– Key areas of the Finnish offering
Desk study
Interviews
Value net
description Conclusion and
Recommendations
BeginningofApril2016
EndofJune2016

3. EXAMPLES OF COMPANIES
INTELLIGENT VEHICLES ITS & MAAS
TEST ECOSYSTEMS

4. The Understanding
ITS
• Intelligent mobility, upper layer
• Technology utilized in transportation
• Telematics, robotisation, information
solutions, traffic status, transportation
safety, intelligent control, ease of use,
payment systems,, efficiency,
environmental aspects, vehicle
properties
• Enabler of MaaS
MaaS
• A novel service layer for end user
• All transportation produced with
shared resources
• Fixed price for all mobility
• Market based, user centric, resource
wisdom, alternative to private car,
mobility design and planning, door-
to-door, taxi, ride sharing, public
transport, event tickets
• The whole transportation market or
only operation of the services?
• No need for accurate definition (!)

5. The Need
• Ease, cost and/or security
• Everyone a potential customer, but not necessarily of all services
• Savings in transportation investments for private and public parties
• Less congestion, less pollutants
• Personal attitudes have biggest impact
• No cases yet, big operators in waiting mode
• Need for passenger cars may grow
with MaaS
• Need for sticks and carrots by
public authoritites

6. The Potential
• A lot is needed to
enable MaaS
• Slow penetration,
incremental
development
• Until 2020 moderate
growth to be expected,
• Currently public
transportation vs.
owning a car
• Hype and trend work for
MaaS
• New service segments
into the game, new
actors will take their
share
• Investments efficiently
used
• All kinds of movements
towards MaaS, a lot of
steps in the way
• Billions in five/ten years,
10 fold to telecom
• “15 %” of the transport-
ation market passenger
transportation, 20 % of
that target for MaaS

7. The Network
• Transportation operators: public, taxis, rental, car sharing, rental bikes,
• Telecom, IT platform providers, positioning services, OEMs
• “My data” operators
• MaaS operators
• Payment service providers
• Public private to work together more,
common cause to be found
• Local partners are needed for scale up
internationally
• Probability for a Finnish case small
• Service providers have to be bound
to the network
*The company logos mentioned are only for descriptive purpose
Source: Frost & Sullivan / Tekes

8. The Benchmarks
• Finnish competence is good, limited knowledge about the situation elsewhere a
risk, though
• E.g. in Shanghai single card works in buses, trains and taxis
• A few shining stars, OEMs, digital service companies (Apple, Google etc.)
• US near to commercialization, a lot of startups
• Swedes to be followed, often more agile than Finns
• Finland to learn supporting of own industry from other countries

9. The Tasks
Enterprises Public authoritities Research
• Market will take care of
matter
• If incentives are in order,
enterprises will take
advantage of them
• MaaS Alliance a
possibility
• Purchasing of knowledge,
participating in the
movement
• Internationalization a
must
• Legislation basically ok
• Deregulation
• Public purchasing in key
role
• Money to follow users in
public services
• Incentives have to be
good
• Liikennekaari
• Support for investments,
R&D and communication
• Observing of the
changes;
• First of a kind solutions
are a challenge for
academia
• Also the required
scientific competence
has to be brought to
Finland

10. SMART TRAFFIC
– ICT IN INTELLIGENT TRAFFIC SYSTEMS
Key technical competences
• Wireless communications and communication networks
• System design and system architectures of large
information systems
• System integration of large information systems
• Sensor systems (including imaging, radar etc.)
• Big data, machine learning , data analytics
• Data visualization
• Cloud computing
• Application development (e.g. traffic light priorities,
adaptive traffic signs)
• Location information, maps, traffic information,
weather information
• Dependable systems
• Security
SERVICES:
traffic control, intelligent
transportation etc.
MOBILITY ICT INFRASTRUCTURE
INTELLIGENT
VEHICLES
CONSUMER
DEVICES
TRAFFIC
INFRA-
STRUCTURE:
• Sensor systems
• Info displays
• Traffic lights
• Other control
mechanisms

11. MOBILITY AS A SERVICE
– POWERED BY ICT
Key competences
• Service business concept development
and deployment
• Business model development
• Service platforms and Web backend
• Mobile applications, Web applications
• System integration of large information systems
• Big data, machine learning, analytics
• Data visualization
• Location information and maps
• Payments
• Security
SCHEDULED
TRAFFIC
DEMAND-BASED
TRAFFIC
PRIVATE & SHARED
TRAFFIC

12. The SWOT
Plus
• Mutual will, technology
• Pragmatic approach in data security
• Innovativeness, technology,
telecommunication
• Nordic service design
• Utilization of Nordic dimension in
communication
• Reputation in game industry
• Distributed system
• Everyone knows each other
• Contacts with public authorities
easy
Minus
• Understanding of own position
• Knowledge of happenings
elsewhere
• Courage to contact international
projects
• Marketing
• Money
• Modest patterns of thinking
• Not densely enough populated
• Lack of major enterprises