OECD seminar in Helsinki 28 February 2017: Shared mobility, services, digitalisation and autonomous vehicles

1. Future of
mobility

2. The average speed
of a vehicle in London
during rush hour
is about 11 km/h.
The speed is exactly the same as a hundred years ago with horses.

3. Have we ended up the transport
system nobody wants?
- traffic jams
- emissions
- accidents
- uneconomical performance, low
utilisation, inefficiency…

4. Silent
revolution is
here
Changing values, attitudes and behaviour

5. In welfare societies people
take surviving for granted
> Increased pursuit of life satisfaction and meaning
 Buying things make people worry
 Nothing material is intrinsically valuable
 Every purchase will go down in price over time
Salonen, A. & Åhlberg, M. (2013). Towards sustainable society – From materialism to post-materialism. International Journal of Sustainable Society 5(4), 374-393.
Welzel, C. & Inglehart, R. (2010). Agency, Values, and Well-Being: A Human Development Model. Social Indicators Research 97(1), 3-63.
Inglehart, R. (2008). ChangingValues among Western Publics from 1970 to 2006. West European Politics, 31(1-2), 130-146.
____________

6. Private car
ownership
Trouble-free access
and good availability
of mobility

7. Sustainability
is imperative

8. Coal Gas Oil
Number of current fossil fuel reserves that should not
be used before 2050 if global warming is to stay below
the 2°C
McGlade, C., & Ekins, P. (2015).The geographical distribution of fossil fuels unused when limiting global warming to 2 °C. Nature 517, 187–190.
_____________

9. Hawkins, t., Singh, B., Majeau-Bettez, G., Hammer Strømman, A. (2013). Comparative Environmental Life Cycle Assessment
of Conventional and ElectricVehicles. Journal of Industrial Ecology 17(1), 53–64
_____________
Need of life-cycle-thinking
Electric vehicles pollute more than
conventional vehicles if electricity is
primarily produced from coal.

10. Health,
safety and
security

11. Liu, J., Han,Y.,Tang, X., Zhu, J., & Zhu,T. (2016). Estimating adult mortality attributable to PM2.5 exposure in China with assimilated PM2.5
concentrations based on a ground monitoring network. Science ofTheTotal Environment, 568, 1253–1262
_____________
1.37 million premature mortalities
due to air pollutants in China 2013
> stroke
> ischemic heart disease
> lung cancer
> chronic obstructive pulmonary disease

12. UITP (2017). PublicTransportTrends. Brussels: International Association of PublicTransport
______________
1.2 million people around
the world die each year in
car-related deaths.

13. 90 percent accidents are due to
human errors but would you
allow a self-driving car to take
your child to school?

14. Passengers’ (n = 197) experiences on safety
and security in the robot bus compared to
the conventional bus
0 % 20 % 40 % 60 % 80 % 100 %
Personal security
Traffic safety
worse
equal
better
Salonen et al. (forthcoming). Passengers´ assessments about safety and security in the driverless robot bus.

15. Conclusion

16. Human well-being and good living
conditions of future generations can be
increased by the multi-modal mobility
services
 city bikes
 car-sharing
 collective transport (run by government and
private companies), including self-driving
shared vehicles

17. A deep shift towards multi-modal
mobility services in society
is possible when people recognise
that their own, personal benefits
can be combined with the
ecological and social benefits.

18. Next steps

19. SERVICE DESIGN
ACCORDINGTOTHE
CUSTOMER SEGMENTS
Speed
Sustainability
Costs
Value based approach
to the mobility services
Salonen, A., Fredriksson, L., Järvinen, S., Korteniemi, P. & Danielsson, J. (2014).
Sustainable consumption in Finland – the phenomenon, consumer profiles and future scenarios.
International Journal of Marketing Studies 6(4), 59-82.
Salonen, A., Danielsson, J. Fredriksson, L., Järvinen, S., Korteniemi, P., Soininen, H. & Toivola, T. (2015).
Seuraamustietoinen kuluttaminen arvoteoreettisessa tarkastelussa. Kulutustutkimus.Nyt 9(1), 3-29.
Please see www.theinformedconsumer.fi for additional information
SELF-TRANSCENDENCE
CONSERVATION
SELF-ENHANCEMENT
OPENNESS TO
CHANGE

20. Thank you
Dr.Arto O Salonen
Research Director
arto.salonen@metropolia.fi