Development of future scenarios for mobility as a service and implications for Mercedes-Benz

This paper examines global trends fundamentally disrupting the automotive industry and explores emerging opportunities within the transformation. Imagine life ten years from now where all mobility needs can be managed via smartphone and private vehicles areno longer needed in urban areas. In recent years, the concept of revolutionary “Mobility as a Service”(MaaS) has emerged. However, the impact of MaaS on car manufacturers has not yet been studied in depth. Therefore, the development of MaaS is examined by applying scenario analysis to possible future path ways. Insights from industry experts are conducted to explore MaaS and its implications for Mercedes-Benz. The results indicate the importance of strategic partnerships, a redesign of the value proposition and a renewed customer segmentation