The Impact of the Top 3 Strategic Imperatives on the Micromobility Sharing Industry

Customer Value Chain Compression

• Why: Micromobility's core value lies in solving the first-mile/last-mile problem.
• Integration with public transit, ride-hailing, and other modes helps in seamless travel, making micromobility an indispensable transportation solution.
• Development of app-based solutions that integrate micromobility with other transportation options will become crucial.
• Frost Perspective: True multimodality will be essential to attract consistent ridership and to compete in the urban mobility space.
• Cities will likely incentivize and regulate operators to ensure a convenient and cohesive transportation infrastructure.

Disruptive Technologies

• Why: Ensuring user safety with high-quality vehicles and clear regulations builds public trust and fosters positive relationships with governing bodies.
• Sustainable battery technologies and end-of-lifecycle policies address environmental concerns and appeal to socially conscious riders.
• Frost Perspective: Public backlash against unsafe micromobility practices has led to stricter regulations.
• Safety and sustainability will transition from competitive advantages into minimum requirements for operating in urban areas.

Innovative Business Models

• Why: Detailed usage data is critical to understanding demand patterns, fleet wear-and-tear, and potential expansion zones.
• This data informs fleet deployment, maintenance, and strategic decision making.
• Major technology companies are presented with the opportunity to monetize data.
• Frost Perspective: Companies that effectively harness data and analytics to streamline operations and spot micro trends will gain a significant edge.
• Privacy-conscious data collection and partnerships with city planners will be crucial for long-term success.

Scope of Analysis

• This study focuses on the profitability of shared micromobility participants in North America (United States and Canada) and Europe (includes the United Kingdom, Russia, and Turkey).
• The aim of the study is to analyze the evolving competitive landscape, cost breakdown, revenue breakdown, factors that can help companies reach profitability, and challenges preventing companies from achieving profitability.
• The shared mobility market includes eScooters, eBikes, and traditional bikes and excludes cargo bikes, electric motorcycles, and mopeds.
• The study analyzes the different pricing models employed by operators, including pay-as-you-go, subscriptions, and even advertising.
• The micromobility sharing market is in the growth phase; therefore, evolving mobility needs, a focus on sustainability, and public-private partnerships will drive exponential growth.

Segmentation

Micromobility Sharing: Segmentation, Europe and North America, 2023

Micromobility Sharing

eScooter Sharing

• eScooter sharing is a shared service, where electric eScooters are available for short-term rentals.
• eScooters are majorly dockless and can be dropped off and picked up from arbitrary locations in the service area.
• These scooters are one of the least expensive and most popular modes of micromobility transport.
• Examples include Lime, Bird, and TIER.

Bike Sharing

• Bike sharing is a shared service, where bicycles are made available for short-term rentals.
• Bike sharing can be fixed, flexible, or dockless.
• Some bike sharing systems are free; however, most require riders to pay a user fee or subscription.
• Bike sharing can be two types: traditional bikes (pedal bikes) and electric bikes (eBikes).
• Examples include Next Bike, Santander Cycles, and Bicing.

Competitive Environment

Key Competitors by Region Global

• TIER MOBILITY
• BIRD
• LIME
• DOTT
• BERYL BIKES
• NEXTBIKE

North America

• BIRD
• LIME
• SPIN (ACQUIRED BY BIRD)
• LYFT
• VEO RIDE
• WIND MOBILITY
• MICROMOBILITY.COM (HELBIZ)
• CITIBIKE
• CAPITAL BIKESHARE
• DIVVY
• BIKESHARE TORONTO

Europe

• BINBIN
• BIRD
• BOLT
• DOTT
• LIME
• TIER MOBILITY
• VOI
• BICING
• SANTANDER BIKES
• BERYL BIKES
• NEXTBIKE
• DONKEY REPUBLIC