A carpooling case study in the Autonomous University of Barcelona: Market and Stakeholders analysis.

The University Vaopoint Mobility offers a carpooling service for accessing the university campuses aiming at increasing the average occupation of vehicles and achieving a rational use of cars. In addition to traditional costs savings on sharing transportation expenses, Vaopoint promotes the reduction of users’ carbon footprint and decease traffic congestion by promoting high-occupancy vehicles.

The service objectives rely mainly in three aspects:

  • Efficiency: Matching users to vehicles and minimising as much as possible trajectory deviations.
  • Comfort: Encourage social preferences matching of users, avoid campus pathway bottlenecks and guarantee access to the parking area.
  • Environmental issues: Reduce the carbon footprint (CO2) and pollution because of the reduction in the number of cars used.

In general, the situation in the car-sharing market is in a good shape, with the global revenue for car-sharing services forecasts expecting to grow to US$6.5 billion by 2024 and Europe being a strong marketplace with 32% of the total sharing.

Figure 1. Geographical distribution of revenues from car-sharing market

In the case study, the university campus owns 9.6 hectares of parking (39.790 cars parked) and represents an inelastic and totally vertical supply curve. Oppositely, the demand curve is elastic and flexible (students and university employees), theoretically allowing a high degree of utilisation of the carpooling services. The current situation with 46,769 students and 6,024 employees, considering not every person own a car and some people would use the public transport, is a bit more complex. A clear way to increase the demand is to reduce the number of parking space but the strategy to generate revenues has been to stimulate the car-sharing demand through rewarding users of this service. The University has established a rewards model without any monetary compensation, purely based on a guaranteed parking space.

The stakeholders’ analysis identified the following stakeholders:

  • Cities: Universidad Autónoma de Barcelona (UAB) Management
  • Transport authority: UAB Mobility Unit
  • Academia: UAB Living Lab CORE, UAB Logistics and Aeronautics Unit
  • ITS service providers: Aslogic S.L.
  • Funding body: FrontierCities
  • Social media marketing companies: Websays
  • End users: Members of the university community (students, administrative staff, academic staff).

The UAB Mobility Unit, Aslogic and the UAB Logistic and Aeronautics Unit have been identified as the primary stakeholders (based on the importance and influence). The relations and dependences among the stakeholders can be seen in the figure 2.

Figure 2. Case study stakeholders’ interactions

As a summary, the carpooling service market situates the main customers of the solution in Spain extending the service to other campuses and industrial areas, although the solution is potentially scalable to any other city of the region in Europe. The solution could benefit from an initial investment in making the end-users aware of the existence of the service.

For a more detailed information, see the NEWBITS D3.1 Market Research Analysis.

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