Modility as service tbla 2019

Seamless Electrified Aggregated Mobility
DATA DRIVEN MULTI-MODAL

Introduction
BOOST IN GOVERNMENT POLICY THRUST
MAX ELECTRIFICATION GOAL PROMOTE EV CHARGING ECOSYSTEM
INCENTIVE: FAME 2 SCHEME
TAX REBATE:
Lithium Batteries maker,
Solar Charging Station
REDUCTION:
Import Duty on
lithium-ion celll
STATE COMPETING IN EV ADOPTION
KARNATAKA:
Dedicated EV Policy
EV and Storage
Policy,2017
MAHARASHTRA:
Subsidies for EV
Buyer
Telangana, Uttar
Pradesh, Andhra
Pradesh Drafting
Policies
NITI AAYOG
India Leaps
Ahead Report
MOVE
Global Mobility
Summit
POPULATION PROFILE
NEED TO PLAN FOR
ELDERLY CITIZEN
18.3%
> 45 Years
27.6%
22 to 44 Years
Census 2011
AUTOMOTIVE
MISSION PLAN
2026
SEGMENTED MARKET
DOMINATE DOMESTIC
DEMAND
Two Wheeler Passenger Vehicle
Sources: SIAM, OICA, Census Data, Govt website, mobility foresight.
ON-DEMAND TAXI
UNORGANISED FLEET
OPERATOR
~91%
Unorganised

Problem
Destination
No single payment solution for multi-modal
trip .
No entire trip insurance.
Rider cannot opt in/change predicted route.
No real time mode optimisation.
No nearby accessible electric charging, battery
swapping filling station in most potential areas.
No swap and go battery platform.
Traffic
Not fully inclusive for Seniors and PwD.
No assisted ride, accessible vehicle, booking
over call,etc.
Source
No automated rider safety
No monitoring of driver traffic rules violation
Docked Buses: Redbus,
AbhiBus ...
Auo-Rickshaw
Filling station
Electric filling stn.

DEVELOPING A STRATEGY FOR COMMON,
CONNECTED, CONVENIENT,
CONGESTION-FREE, CHARGED, CLEAN,
CUTTING-EDGE AND INCLUSIVE SHARED
MOBILTY
Our Objective

OPPORTUNITY FOR TATA MOTORS
Next Generation
Ride Hailing
Platform
The goal is to create a user-
centric smart ride hailing
platform which will allows
user to take smarter decision
while reaching to destination
considering dynamic route,
cost, time and traffic factor.
Seamless
Payment
Solution
The goal is to create new and
seamless ways for
travellers, commuters and
tourists to make single,
quick and easy payments for
multi-modal forms of
transport across the city.
Demand
Responsive
Fleet
The goal is to create new and
seamless ways for travellers,
commuters and tourists to make
single, quick and easy payments
for multi-modal forms of transport
across the city.
MOBILITY AS A SERVICE

OPPORTUNITY FOR TATA MOTORS
Automated
Driver
Monitoring
The opportunity to create a
product that pave the way
for highly automated and
thus for a safer, more
secure and comfortable
driving offering.
MOBILITY PRODUCT
Battery
Swapping
Infrastructure
Urban transportation and
powered by an electric energy
needs accessible network as its
power replenishment source.
INFRASTRUCTURE

Solution
ELECTRIFICATIONMARKET CONNECTIVITY DATA DRIVEN MOBILITY
Ride Hailing Aggregator App
where rider can select single/multi-
modal route based on:
Minimal Fare
Seamless Multimodal Payment Solution
where rider can pay for complete trip
Entire Trip Insurance
Time Optimised Minimal Traffic
Identification of
potential areas
Masssive Demand
Having signifcant
number of senior
or person with
disability
Introducing EV Ridehailing
Buses, Cars integrated with
"AUTO AI"
Self Service
Battery Swap
Station
Assisted Ride feature,
Accessible Wheelchair
Vehicle
PHASE I PHASE II PHASE III
Electrified last mile
connectivity

Solution Continued..
AUTO AI
Driver Alertnes, Sleep
Monitoring System
Traffic Rules Speed, Red-light
Violation Warning
Lane Departure
Warning
Pre-Collision
Detection Warning
Integrating Auto AI feature in every electric ride-hailing vehicle for ensuring better
safety and trust of rider.
Easy to integrate
in any vendor vehicle
TATA Motors Vehicles
designed specifically for
emerging ride-hailing

How we ensure better safety and trust ?
Safe Driving
49.2%
Speed violation
16.4%
Red-light violation
16.4%
Lane violation
16.4%
Rewarding Top Drivers
Auto identification
of
disgruntled driver
Improvement
Warning
Penalising
Rating
Still No Improvement
Positive Rating Bonus
AUTO AI
Rider can view driver
stats profile
Easy Integration

How Are We Different?
Smart
Ride
Booking
Rider can search the
destination and the application
will automatically show the
multiple routes for rider to
make smart decision to reach
at destination point.
Brand Name and
Rider Security at
Top
Automated driver misbehavior
monitoring through Auto AI,
even if the rider doesn't report
the behavior. Multiple driver
violation will be automatically
monitored.
One-Tap
Connected Ride
Booking
No need to pay at all the
different checkpoint while
changing vehicle from cab to
auto-rickshaw to bus. Entire
trip can be paid from single
application

Entire
Travel
Insurance
Travel without fear entire trip
is insured by a single
application.
Hassle Free
Battery
Charging
Time spent in standing long
queue for EV battery charging
is a huge time loss for both
individual and indepedent
ridehailing contractor.
Through self-service battery
swapping station anyone can
change the battery within few
minutes.
Demand
Responsive
Inclusiveness
Using data and machine
learning automatically
identification of most
demanding region where
Senior citizen/person with
disability demand is greater
and introduction of assisted
shared mobilty vehicles there.

Comfort
Last Mile
Connectivity
Connecting most demanding
shorter routes with green e-
bikes and scooter network
ensuring comfort travel.
Demand
Responsive
High Availability
Data driven flexible transport
services allowing to alter their
routes based on particular
transport demand rather than
using a fixed route or
timetable.

Market Size
Ride Hailing Users in India (millions)
In the Ride Hailing segment, the number of users is expected to
amount to 289.0m by 2023.
Ride Hailing Users Penetration in India (percentage)
User penetration in the Ride Hailing segment is at 12.7% in
2019.
Source: Statista

Market Size
Revenue in the Online Mobility
Services segment amounts in 2019.
Source: Statista
US$82,027m 66.3m
Number of users is expected in Buses
segment by 2023.

Television, Print and Onlline Marketing
PROMOTION PATNERSHIP
Develops and sells electric scooters and battery
swapping infrastructure
Electric scooter and electric car sharing and
bike sharing platform app.
Public Transport Ticketing Platform
Very less and competetive commision to
exisiting owners for joining our network

Loan assistance, special discount and
first month free electric charging on
purchase of electric vehicle for joining
our network
PROMOTION ACQUISITION
Micro-mobility last mile connectivity
Bonus to ride operators for being online
continously minimum specified time a day for
week.
Network of small cab aggregators

Started as
Car Aggregator
Competition
2015-16 Acquired
Aggregator: TaxiForSure
Intelligent Transport Sys.: Geotagg
Mobile Payment: Qarth
2017 Mission: Electric
Ola Electric Mobility launched The
multi-modal electric vehicle in
Nagpur as pilot
2018 Acquired Ridlr
Indian public transport commuting
and ticketing app
Ola Backed Vogo
Vogo is a dockless automated
scooter rental company
2019
BEYOND NAGPUR:
THE PROMISE
OF ELECTRIC
MOBILITY REPORT
Ola Mobility Institute (OMI) is a
policy research and social
innovation thinktank
of Ola
ELECTRIIFICATION
EV Cars, EV Bus and e-Rickshaw,
electric charging point
LAST MILE CONNECTIVITY
Dockless Scooter, e-Bikes
INCUBATION
Networking, driver in-take,
developing opportunity
GREEN FUTURE

Strength
Tata Motors is India's largest automobile company.
Increased expenditure in research and development.
Dedicated engineering.
Well known brand and good reputation.
Weakness
People of india are not fully aware about EV and
shared mobility concept
Quality and width of roads in Indian cities not in
good condition
Opportunity
Acquisition to acquire technology
India’s current mobility system reflects many of the underlying
properties of the emerging mobility paradigm.
Socio-economic trend fueling growth.
Expansion into new services.
Shared and connected systems can enhance vehicle economics
and propel the deployment of electric mobility, which in turn
can reduce tailpipe emission.
Threat
Entrance of new competitors.
Competitive markets.
Pricing issue may affect business model.
Product innovation and frugal engineering by
competitors.

Porter's five forces
Bargaining power of drivers: LOW
Switching cost of drivers: LOW
Value proposition of driver: MEDIUM
Barriers of entry for drivers: LOW
Bargaining power of driver:
LOW BUT RISING
Better public transport: LOW
Switching cost of drivers: LOW
Other: LOW
Threats of substitutes: LOW
Barriers to entry: LOW
Barriers to exit: LOW
Economies of scale: MEDIUM
industry Profitability: RISING
Incumbent Power: MEDIUM Threat of new entrants: MEDIUM/HIGH
Bargaining power of customer: HIGH
Switching barriers for demand size: LO
Value proposition for customer: HIGH
Buyer information availability: HIGH
Bargaining power of customer: HIGH
Rivalry among competitors:
Existing rivals: HIGH
Direct rivals: LOW/RISING
Direct competioton:
LOW/RISING
Locally focussed: MEDIUM
Rivalry among competitors:
HIGH & RISING
Threat of substitutes
Bargainingpowerofdriver
Threat of new entrants
Bargainingpowerofriders

COMPETETIVE
ADVANTAGE
01
Presentations are communication tools that
can be used as demonstrations, lectures,
speeches, reports, and more.
02
03
04

Transaction
Reccuring
Advertisement
Service
Core Revenue
Generation
Stream

Recurring
Maintenance
Battery Charging

Service (contd.) One
Payment
for all the
commute

The combination of clean
green and inclusive mobility
is future of efficient shared
mobility.
Words of Inspiration
- CognitiveScale

Team Details
Shivam Chaurasia
shivam.chaurasia@tcs.com
Tata Consultancy Services Pvt Ltd.
Sunil Kumar
Neeraj Kumar Singh
CognitiveScale
TEAM NAME
TBLA 2019 SUBMISSION
-Thanks.

Modility as service tbla 2019

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