Service design for on-demand mobility services: ensure success before launch

Supported by:

4 December 2018

Supported by:

4 December 2018


Reduce risk. Accelerate time to market.

Mobility service providers considering new on-demand services face questions that are difficult to answer without testing the actual service. Vehicle quantities, deployment locations and service parameters are unknown, and the resulting fleet performance and service level in specific or unique scenarios are unclear.

In this webinar, the speakers discussed how you can accurately model, plan, simulate and analyse new mobility services to ensure you get them right before launch. The mobility service design involves:

  • Using realistic demand data
  • Defining targeted service areas and types
  • Setting service level targets
  • Testing multiple fleet configurations
  • Evaluating and optimising passenger and fleet-level KPIs.

A case study simulating on-demand micro-transit, airport shuttle and ride-sharing services in the city of Chicago was used to illustrate the approach.


Marco Laumanns, Ph.D., VP Research,  Bestmile

Marco is responsible for Bestmile’s scientific and technological direction and leads a team of transportation researchers, data scientist, optimisation experts, and algorithm engineers. 

Shwetha Surender, Industry Principal, Mobility at Frost & Sullivan

Shwetha Surender heads the New Mobility team at Frost & Sullivan, providing detailed market research and consulting advice on these topic areas. Shwetha is a recognised thought leader on urban mobility, autonomous mobility and the future of transport, and worked with leading OEMs, tier 1 suppliers and other key stakeholders to identify and quantify the growth potential of new mobility business models, and how to implement and realise these commercial opportunities.

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