Utilizing Mobility Data and Privacy Part (1/2)

With the automation and systemization of mobility, it’s said that data is being collected from customers. The purpose of data collection and the benefits it offers to OEMs and customers are worth exploring. This first article will explain the reasons behind collecting mobility data and current applications, while the next article will focus on privacy from the customer’s perspective.

Part 1

1. Reasons for Collecting Mobility Data
2. Applications of Mobility Data
3. Implications

Part 2

1. Privacy Protection Technologies
2. Legal and Regulatory Environment for Data Collection
3. User Perception and Trust Building
4. 4. Implications

1. Reasons for Collecting Mobility Data

You may have heard OEM companies say, “We collect and utilize mobility data.” Whenever I hear such statements from OEM companies, I often wonder, “Really? Why? What benefit do they get from my data?”

According to SafeGraph, “Mobility data, in a geospatial context, is an aggregated, anonymized measurement of people’s movements surrounding points of interest (POIs) or neighborhoods (i.e., census block groups or dissemination areas).” This means it’s easier to see where people spend a lot of time and what they do there through data.

2. Applications of Mobility Data

While collecting information allows OEM companies to start major projects like commercial district analysis, retail location selection, location-based marketing, consumer insights, and urban planning, it benefits the OEM companies. Mobility data enables the initiation of new projects and even expansion into new business areas.

 For example, McKinsey explains, “cross-functional teams should include customer-success managers who help increase retention and reduce churn by ensuring high-feature uptake and usage. This applies to both B2B and B2C use cases. The value of such managers has already been demonstrated within the cloud-service, data-marketplace, and consumer-technology sectors. In those industries, leading players spend nearly twice as much on customer-success functions compared with the average company, helping them perform three times better with respect to customer churn and retention.” This suggests that customer-centric mobility development and brand loyalty expansion are necessary through data collection.

So, does the data coming from consumers benefit the consumers themselves?

Collecting mobility data facilitates positive outcomes in new market models. Current GPS-based navigation services and real-time monitoring of road and location congestion provide services without inconvenience in using mobility.

For instance, The Mobility as a Service (MaaS) initiative in Pittsburgh, known as Move PGH, exemplifies how mobility data collection can significantly benefit consumers by integrating various transportation services into a single platform. This approach enhances convenience and accessibility, streamlining public transit systems and offering cost-efficient options for users. It successfully reduces vehicle traffic in urban areas, demonstrating a sustainable and user-focused model for urban mobility.

Mobility data not only improves driving experiences but also forms an important foundation for enhancing the completeness of smart cities. (More on smart cities will be covered later)

3. Implications

Collecting mobility data is akin to laying the foundation of a building. Once data is collected reliably, new business ventures and models can be created. As mobility automation becomes fully commercialized, data collection will increase exponentially, leading to new industries.

Firstly, as data is collected, companies such as security and insurance firms that can prevent accidents are expected to grow.

Secondly, companies utilizing data, such as those amplifying customer experiences through design, communication providers offering information, and financial institutions offering trust, will emerge. Not only this, but with the advent of fully autonomous Level 4 mobility, we anticipate the participation of space design, entertainment, gaming, and electronics companies.