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
Case Study
Data Thinking,
Digital Innovation,
Telecommunications,
Data Thinking