The heart of the mobility industry is evolving and now it's time to drive that change. Services are winning the race over physical cars, value propositions are changing and the consumer market is evolving to have more power than ever. The industry will need to do two things: give consumers more control of their data and deepen the trust in their brand. Johannes Stock, Global Head of Design at Futurice, explains why it is key to rethink your own digital trust strategy in order to stay successful and why mobility companies now need to leverage their brand in a way that customers will be happy to share their data. See the presentation here: https://www.youtube.com/watch?v=infWLVUSqL0

1. B E R L I N · H E L S I N K I · L O N D O N · M U N I C H · O S L O · S T O C K H O L M · T A M P E R E
The Future of Mobility:
Digital Trust
Stockholm 26.03.2019
Johannes Stock
GLOBAL HEAD OF DESIGN

2. “You know, it’s a
matter of trust.
Giving them this data
feels like giving away
the key of my car.
- User test participant
JOHANNES STOCK / FUTURICE

3. What is personal data?
It’s not an asset.
Types of personal data
IDENTITY
GEO-SPATIAL
HEALTH / MEDICAL
FINANCIAL
SOCIAL GRAPH
EDUCATIONAL
EMPLOYMENT INFO
It’s not a product.
It’s not tech.
JOHANNES STOCK / FUTURICE

4. Data Darwinism
ccess to
customer data
becomes a central
factor for business
survival.
A
THE CHAPTER WHERE
JOHANNES STOCK / FUTURICE

5. TRUST
VALUEDATA
The Virtuous Circle
of Digital Trust
A Conceptual Framework
JOHANNES STOCK / FUTURICE

6. EXAMPLE IN MOBILITY
Mobility as a Service
A GRAPH BY MAAS GLOBAL
JOHANNES STOCK / FUTURICE

7. Maas Global:
Whim app
SCREEN DESIGNS BY MAAS
GLOBAL AND ITS PARTNERS
JOHANNES STOCK / FUTURICE

8. 1.1-stop shop:
mobility convenience
2.Better mobility options,
service improvements
3.Hassle-free transportation,
no need for private car
EXAMPLE IN MOBILITY
Mobility as a Service TRUST
VALUEDATA
1.Award-winning but unknown
Finnish startup
2.Regular usage: now over 3M trips
served
3.Full loyalty & brand ambassadors
1.Identity, geo-spatial,
financial
2.MaaS transactions, travel
data, customer care
3.Drivers license, socio-
demographics
JOHANNES STOCK / FUTURICE

9. Handling data with
care and capability TRUST
VALUEDATA
JOHANNES STOCK / FUTURICE

10. Data challenges
organisations & individuals
Data is an opportunity but also a liability
Ownership vs (shared) data rights
Burden and cognitive load for customers
JOHANNES STOCK / FUTURICE

11. Examples of data
ownership solutions
Marketplace for
personal data
Digital credentials
to verify identity
B2B2C micro-server
data account
JOHANNES STOCK / FUTURICE

12. Maximize the value
TRUST
VALUEDATA
JOHANNES STOCK / FUTURICE

13. JOHANNES STOCK / FUTURICE
Value is co-created
PRODUCT
OR SERVICE
CUSTOMER
Personal data
Value, e.g.
convenience
Platform/TechValue, e.g. revenue
BUSINESS
OTHER ACTORS/
PRODUCTS/SERVICES

14. What matters is
experienced value
LIFE
CHANGING
BENEFITS
EMOTIONAL BENEFITS
FUNCTIONAL BENEFITS
e.g. hope, self-actualization
e.g. wellness, entertainment
e.g. money, time, information, risk reduction
MODIFIED FROM FABIPAOLINI.COM/BLOG
What I value is based on
my personal preferences,
not what you say!
JOHANNES STOCK / FUTURICE

15. Economic sense of
customer centricity
JOHANNES STOCK / FUTURICE
If I don’t like what
you offer me,
somebody else gets
my data!
ECONOMIC
POWER

16. Gain and keep trust
TRUST
VALUEDATA
JOHANNES STOCK / FUTURICE

17. “Everybody keeps saying,
data is the new oil, but I don’t
think so. Data is much
cheaper than trust.
JOHANNES STOCK / FUTURICE
- Sampo Hietanen, MaaS Global

18. An age-old question:
JOHANNES STOCK / FUTURICE

19. Brand as a trust-
building engine
JOHANNES STOCK / FUTURICE
“The biggest threat
today is to lose
your market share
of mind.
THE ECONOMIST / NOV 2018

20. When AI
becomes
your brand
JOHANNES STOCK / FUTURICE
Apple’s
Siri
Google’s
Assistant + Duplex
Amazon’s
Echo + Alexa
IBM’s
Watson

21. Know what
matters to
your
customers
JOHANNES STOCK / FUTURICE
https://www.marketstrategies.com/blog/2017/08/brand-stickiness-
boosting-technology-brands-customer-loyalty-and-retention/
SOURCE:

22. Keep the human side
in mind
JOHANNES STOCK / FUTURICE
Decisions are based on data
We are embodied data
Data mobility as a basic right

23. Towards your
Digital Trust
Strategy
TRUST
VALUEDATA
2
JOHANNES STOCK / FUTURICE
BUILD DATA
MUSCLES IN
YOUR ORG
1
BE A GOOD
CITIZEN4
LEVERAGE
BRAND
POWER
3

24. B E R L I N · H E L S I N K I · L O N D O N · M U N I C H · O S L O · S T O C K H O L M · T A M P E R E
Tack! Thank you!
Danke! Kiitos!
Stockholm 26.03.2019
Johannes Stock
GLOBAL HEAD OF DESIGN
johannes.stock@futurice.com
+49 (0) 160 9463 0757