Take a look at what shared travel abroad is like.
DriveNow was established in 2011 as a joint venture between BMW and car rental company SixT. On March 9, 2018, BMW and SixT completed the delivery, and DriveNow became a wholly-owned subsidiary of BMW. Recently, BMW and Daimler have discussed and shared new travel plans.
Since its establishment, DriveNow’s goal has been defined as “providing users with convenient, flexible and sustainable travel servicesâ€, and cooperates with city management and service levels to reduce traffic pressure by changing the consumption habits of privately buying and owning cars , Solve the emission problem.
According to data released at the end of 2016, DriveNow successfully allowed 21% of users to change their original idea of ​​buying a private car, and about 20% of users joined DriveNow and sold a car they owned.
At the end of the first quarter of 2018, as an important part of the “service†link in BMW’s Visionary Mobility strategy, DriveNow used the operating data of 13 European cities, more than 6,000 service vehicles, and more than 1 million active users with Free-floaTIng ( Vehicles can move freely in the city without the restriction of parking and picking up cars, and consumers do not need to pay extra for parking, refueling and other services) service concept, and jointly provide advanced mobile travel services with ParkNow and ChargeNow.
The author lives in Berlin, and DriveNow currently offers 10 models in Berlin, BMW i3, 2 Series Convertible, 2 Series Station Wagon, 1 Series and X1, MINIClubman, Countrymany, 3 doors, 5 doors, convertible versions, fuel The car provides automatic and manual transmission models, and has a good price incentive mechanism. In the evaluation of social platforms and the author's circle of friends, DriveNow has received a lot of praise.
Before I came to Europe (summer 2017), I was also a frequent customer of timeshare leasing in Shanghai and Beijing. Ignore Audi on demand in Beijing. (Audi butlers provide high-level services, and the price is relatively more like traditional car leasing and car rental. First Class), below are some of the experiences you need to learn from DriveNow in the field of shared travel to do a good job of "Mobility as a Service (MaaS)".
Of course, European timeshare leasing is also full of flowers, subdivisions, and good and bad.
1. Algorithm levelTo achieve Free FloaTIng and convenient and flexible services, a complete technical implementation and algorithm framework is required. The author uses the big data-related knowledge I have learned to analyze the algorithm level a little bit. Anything that is wrong or outdated, welcome to comment in the article.
Limited by the differences between cities, the design of a free-floaTIng car sharing system requires a personalized design based on a common model. To carry out personalized design, roughly three problems need to be solved:
First, in order to adapt to the local market and environment, which aspects need to be set with customizable indicators. Through past experience, we know that: operating area, fleet size, fleet composition, charging mode and price are all indicators that need to be considered;
Second, how to define a car sharing model is successful. According to GPS customer reservation and data analysis, the order density defined by dividing the total number of orders by the area (square kilometers) of the operation area can be used to measure this indicator.
The third issue that needs to be considered is those factors that will affect the success of this business model. The success factor can also be defined as "the decisive factor for users to use car sharing services." According to data analysis, the key factors are population density, housing rental prices, distance from the city center, and the density of restaurants, hotels and other commercial entities. On the basis that these KPIs have been sorted out, the following model can be used to perform regression analysis to confirm the operational level information of free-floaTIng car sharing services in different cities.
1. Use population density, distance from the city center, housing rental and sale prices, restaurant, hotel density to bring into the regression analysis model, we can get the boundary of the city's operating area. In this process, the OLS (least squares) regression model is generally used for quantitative analysis. In addition, it is necessary to qualitatively consider how to "align" with the city map, analyze the possibility of parking on the roadside, and the existing charging infrastructure. , Make adjustments.
A map of DriveNow Berlin’s urban operations is attached below for reference. The pencil in the picture is an offline SixT store, where users can activate their DriveNow membership card. In addition, a heat map of Berlin population density and Berlin order density is attached for your reference. A German document based on urban data analysis of Berlin and Munich, real GPS information and consumer data, gave such a regression model:
2. Use the operation area from the regression analysis in the previous step as input to consider the fleet size (number of vehicles) required in the entire area. In addition, the expected system utilization and space coverage must be considered, and then the agent-based model (ABM) can be used for simulation to draw conclusions.
3. Next, we can determine the threshold of a charging mode based on the area of ​​the operation area and the number of charging stations, fast and slow charging, and spatial distribution.
4. The composition of the vehicle fleet also depends on the construction of the charging station in the area. Of course, the number of electric vehicles that are planned to be strategically invested in the area is at least not less than the number of electric vehicles that are planned to be strategically invested in the area. Happening.
5. The final decision is the operating price per minute in the area. What needs to be considered includes the input to adapt to the local market, the local taxi fare, the local private car purchase cost, and the currency conversion exchange rate. In addition, it should be linked to the cost price of the input vehicle and the service price of competitors, and it is recommended to conduct a survey and analysis of consumers' willingness to pay before pricing. In this process, clustering and predictive analysis of big data appear more important.
2. EcosystemAs we mentioned earlier, DriveNow has teamed up with ParkNow to provide on-street parking and online services starting in 2018.
When entering the DriveNow interface, a prompt similar to this may pop up when the car closest to user A is selected: "This car will arrive on the battlefield in 5 minutes." The reason is that in addition, user B of ParkNow has made an online reservation for the parking space closer to A and will end the use of DriveNow service upon arrival. Both parties realize interconnection through data sharing, which facilitates both parties' travel.
In addition, BMW’s joint ChargeNow can provide a convenient and extensive charging network for DriveNow’s BMW i3 electric vehicles, with more than 25,000 locations in Europe. Because DriveNow provides rental services for time periods and days, shared travel consumers with environmental protection concepts can also drive electric vehicles to and from DriveNow core service areas.
The charging of charging is settled by payment card, and the user driving i3 to charge the vehicle can get extra free travel time refund, which is used to motivate the user to actively maintain the vehicle. Services like this also have the same equipment on fuel vehicles. Each car is equipped with a Total fuel card. When the fuel level of the vehicle is below a certain level, the user can go to refuel and use the fuel card for settlement, and get free usage time.
As an important link in city services, DriveNow also has close cooperation with other commercial entities. German supermarket chain REWE, in conjunction with DriveNow, provides customers with 30 minutes of free parking shopping time and a 5% discount on shopping consumption.
DriveNow and American apparel brand CALVIN KLEIN provided a joint promotional event. During the event, driving DriveNow to CK shops in Berlin, Hamburg, Cologne, Düsseldorf and Munich can receive discounts and lottery services.
The famous French retailer Galeries Lafayette offers DriveNow users a 10% shopping discount in Berlin's malls, and can also enjoy a lottery jointly provided by the two companies.
Amazon's voice-controlled product, Alexa, can easily reserve DriveNow vehicles in a conversation with users and inform users of the exact address of the reserved vehicle by voice. Through the wind, it can also be said to be very "artificial intelligence".
It can be seen that car sharing with users and “connected†attributes is not only limited to the scope of travel services, but a broader smart city ecology. Who to play with and how to play is a good commercial space and a depression of value.
3. The service itselfI don't know if it is influenced by BMW's promotion of "driving pleasure". DriveNow brings users far more than the travel itself, but also the fun of travel. "Word of mouth + user incentives" is a way for many companies to expand the market. However, after successfully recommending users, DriveNow will reward the recommender for 30 minutes and encourage users to spend this time on a drive with friends in the email. .
About half of DriveNow's vehicles in Berlin are soft-top vehicles. When the weather is good, it is common for families or couples to take an open-top DriveNow for a drive. Many vehicles are equipped with child seats.
In Europe, where labor costs are relatively high, DriveNow managed to reply to emails within the same day, telephone communication was also very smooth, and the service was enthusiastic and "responsive". When I first used it, because the author was not familiar with the parking situation, I parked the car in a small "please keep the exit clear, and offenders towed away". Only found out after getting off and returning the car.
Because he couldn't do it by himself immediately, he called the background. After a short self-service voice selection of German and English, the manual voice service was soon connected. After a brief description of the situation, the service staff helped me re-book the car in the background, and then the car can be removed. Here are the key points: the self-service voice time is very short after being connected; the manual seat is connected very quickly; the service is sincere and enthusiastic. Compared with some service experiences in Shanghai last summer, it is much better.
In addition, due to the international validity of the driver’s license, consumers who do not hold an international driver’s license but only hold a Chinese driver’s license cannot enjoy DriveNow leasing services. To apply for an account, consumers need to have a valid driver's license and ID to go to any SixT car rental store offline, simply apply magnetism and pay a one-time fee of 29 Euros before they can use the car. This fee was reduced to 19 euros when recommended by an acquaintance.
The author’s friend was blocked by offline card collection, and an email to DriveNow requesting a refund of 29 euros was also replied on the same day, and the opening talk "At DriveNow service is our ultimate priority. Service is the highest priority of DriveNow." This point of service awareness. It is important to mention it in toC companies.
Drivenow real passenger experienceLet's introduce the fun of driving DriveNow in Berlin through a journey.
Each car has its own name, and the cost ranges from 24 Euro cents to 36 Euro cents per minute. The price of most vehicles is more than 32 Euro cents, but according to the monthly travel needs to buy a time package, the minimum can be reduced to 25 Euro cents per minute. There are also business travel options that can be substituted for official vehicles. It only takes three steps to make an appointment for driving: open the APP, select the vehicle of your choice, confirm the appointment and automatically debit your credit card.
As mentioned before, through DriveNow's unique incentive algorithm, the discount status of the vehicle can be given and updated in real time. For example, this BMWi3 that has been charged to 70% can be rented at 2/3 of the price, saving 12 Euro cents per minute, which is very affordable. And there may be many such discounted vehicles at the same time.
At half past nine in the morning, all users living in this area can enjoy discounts on travel. Take this picture to illustrate the scope of DriveNow's service: where the blue solid circle exits, all parking is free and free. No parking is allowed in areas marked with red circles and filled in red. There are some (very few) areas that require additional parking fees and are marked with other colors. There is an additional fee for returning and picking up vehicles at the airport.
This time I rented a MINI Clubman downstairs. The space is very spacious, which is especially suitable as a car to pick up friends to play with.
Tap the operation on the mobile phone to enter the vehicle. In fact, the standard membership card of DriveNow does not need to be used. Wait for the luggage etc. to be sorted, and enter the confirmation password at the central control office before entering the billing usage period. You can use DriveNow's own networking service in the car, or you can use BMW ConnectedDrive.
After completing the itinerary according to the car navigation, you can return the vehicle and complete the billing on the mobile phone. This time the author parked the car along the street along Alexanderplatz in the center of Germany, which was very convenient.
In particular, if you are driving a convertible, the situation is completely different...
I heard that DriveNow in London announced in 2016 that its mobile APP pre-heated the seats in the car in winter and the on-board purchase function of supermarket chain cooperation, a connection and smart service. Next time I have the opportunity to share with you the price incentive algorithm behind DriveNow. Finally, attach a beautiful photo, I hope MaaS can bring consumers better service and experience.
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