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Messe Frankfurt banks on Mobility 4.0 and digital transformation with the new Hypermotion trade fair

Nov 17, 2016

Study on mobility and digitalisation confirms shifting paradigm in the mobility field

Following its recent announcement of a new trade fair with accompanying conferences on the subject of digital transformation, Messe Frankfurt is forging ahead with its activities in the new Mobility & Logistics Business Unit. Together with the International School of Management (ISM), the fair and exhibition company has conducted a study on mobility and digitalisation, which offers impressive confirmation of the shifting mobility paradigm caused by the on-going process of digitalisation.

The study shows that the ‘device’ is more important than the means of transport and that the intelligence (smartphone) of mobility will become increasingly disconnected from the technical asset (automobile). In this connection, the respondents attached particular significance to the planning and forecast reliability of the travel chain. Thus, planning certainty is a decisive factor for the digital generation. Moreover, mobility is no longer seen simply as a means to satisfy a transport requirement but as a portfolio of travel, entertainment, shopping and work whereby individual offers and services based on individual profiles represent the foundation on which this philosophy is built.

The results of the study can be summarised in five core theses:

Thesis 1: Shifts in mobility towards the sharing economy and new digital services

The digitalisation of mobility makes possible a wide range of new services. The market for the sharing economy continues to expand and mature. Over 15 percent of respondents already take advantage of sharing offers, especially city dwellers and young people who, for example, have a positive attitude towards the smart car. Many of them would like to see autonomous cars, especially for reducing accidents on long journeys, e.g., on motorways (61 percent). Only 14 percent of respondents reject autonomous cars in general.

Thesis 2: Traditional car makers must take up the challenge of digitalisation

Traditional companies must identify and use the potential offered by digitalisation otherwise they will be degraded to purely physical transport service providers or, in the long term, become obsolete. Dynamic companies driven by digitalisation, such as Uber, Tesla and Google, will endeavour to make their contribution to mobility, in Germany, too. With their ‘fail fast, fail often’ mentality, the new ideas, innovations and business models of these companies generate disruptions in industries of all kinds. In this case, too, it is the young generation that seems to have severed the links to traditional automobile marques and be receptive to new concepts.

Thesis 3: Convenience is essential – the demands of tomorrow’s mobility users

Customers want support for their personal mobility to come from a single source. They want to be informed in real time and have the charges calculated in accordance with usage. A comparison of alternative modes of transport includes not only the time taken but also awareness of problems along the route. The majority of respondents want a ‘one-stop shop’ that enables them to make a provider-neutral and transparent comparison of different routes, modes of transport and pricing using mobile devices.

Thesis 4: Alternatives communicated inadequately

New mobility offers must be more clearly communicated and positioned in the market. Older users in particular are unaware of many new mobility offers. Over 40 percent of respondents have no experience of services such as car and lift sharing. 22 percent of respondents complained about a lack of such services in their region although, in many cases, a good mobility infrastructure is already in existence.

Thesis 5: Supra-mobility indicators for comparisons

There are no neutral institutes or apps defining supra-mobility indicators (standards) that enable users to make comparisons. Applications, such as Moovel and Qixxit, are still new and offer no holistic function for planning, booking and calculating various mobility functions, which would be particularly useful for individual comparisons in the form of real-time reporting. Thus, customers could plan and estimate on the basis of transparent and supplier-neutral information. It will be interesting to see which core areas of expertise car makers develop in the course of digitalisation, outsource to suppliers or leave to companies from Silicon Valley. In the medium-term, however, the customers will decide on the most convenient solution.

Background information about Hypermotion
New, inter-connected, integrated and intermodal systems and solutions transcending all modes of transport are also the subject of a new Messe Frankfurt event. To be held at Frankfurt Fair and Exhibition Centre from 20 to 22 November 2017, the Hypermotion trade fair will be supplemented by three congresses focusing on digitalisation, ITS (Intelligent Transport Systems) and intermodal systems. The partners and supporters of the event are the Federal Ministry of Transport and Digital Infrastructure (Bundesministerium für Verkehr und digital Infrastruktur – BMVI), the State of Hesse, represented by the Ministry of Economics, Energy, Transport and Regional Development of the State of Hesse (Hessisches Ministerium für Wirtschaft, Energie, Verkehr und Landesentwicklung), the German Society for Intelligent Transport and Mobility Systems (Deutsche Gesellschaft für Intelligente Verkehrssysteme e. V. – ITS DE), the Association of German Transport Companies (Verband Deutscher Verkehrsunternehmen e. V. – VDV), the German Association of Transport Sciences (Deutsche Verkehrswissenschaftliche Gesellschaft e. V. – DVWG) and the German Mobility and Transport Forum (Deutsches Verkehrsforum e. V. – DVF).
Further information about Hypermotion can be found at
www.hypermotion-frankfurt.com and www.twitter.com/hypermotionfair.

Further information about the study is available from:
ISM International School of Management GmbH
SCM@ISM - Institute for Supply Chain Management, Cluster and Mobility Management
research@scm.ism.de, www.scm.ism.de

Background information on Messe Frankfurt
Messe Frankfurt is one of the world’s leading trade fair organisers, generating around €648 million in sales and employing 2,244 people. The Messe Frankfurt Group has a global network of 30 subsidiaries and 55 international Sales Partners, allowing it to serve its customers on location in 175 countries. Messe Frankfurt events take place at approx. 50 locations around the globe. In 2015, Messe Frankfurt organised a total of 133 trade fairs, of which more than half took place outside Germany.
Comprising an area of 592,127 square metres, Messe Frankfurt’s exhibition grounds are home to ten exhibition halls. The company also operates two congress centres. The historic Festhalle, one of the most popular venues in Germany, plays host to events of all kinds. Messe Frankfurt is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.

For more information, please visit our website at: http://m-es.se/Za3t

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