Case Studies Data Thinking, Mobility

Better internet and better content in public transport via data thinking

Developing a data-based business model to improve connectivity and content services along the travel chain using data thinking methods

Initial situation and problem

  • Customers of a mobility provider demand improved connectivity and content services along their travel chain
  • Subsidiaries operate self-sufficiently and each one implements independent business models
  • There is a lack of a strategically developed process for merging the individual approaches

mm1 approach and solution

  • Establish a process model that combines elements from lean startup and data thinking with each other
  • Prepare, execute, and follow-up on a multi-day workshop as a series with marketing experts from all relevant subsidiaries
  • Structure, develop and prioritize service business models along the travel chain


  • Service approaches from a longlist are prioritized for the most promising candidates
  • Prioritized business models are structured and their contents are described (e.g. value proposition, critical hypotheses)
  • A data map provides a structured overview of relevant internal & external data sources
  • Prototyping is structured/prepared

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