SERVICES AND MOBILITY.
IN 2015, PSA HAD TO DEVELOP ITS MOBILITY OFFERING AND INITIATE A STRATEGIC TRANSFORMATION AND ORGANIZATION PROJECT WITH KEYRUS AND NOLAHO FOR ITS USER-CENTERED STRATEGY. PSA THUS FOUNDED ITS FREE2MOVE DIVISION IN 2016 WITH THE GOAL OF BECOMING THE TOP GLOBAL MOBILITY PROVIDER IN 2030.
Car manufacturers are faced with a growing ecosystem of services dedicated to mobility: use the car when needed, buy kilometers, provide access to new safety measures.
Consumption habits and lifestyles are changing rapidly with fundamental trends such as urbanization and the digitization. Many services rely on Smartphones to offer a global mobility experience.
The agency supported the PSA group, Keyrus and the start-ups Digital Airways & Z#bre in implementing a user vision for the prospective disruptive ecosystem – SmartServices. The objective was to restore the manufacturer to its rightful place, using one’s vehicle as a connected device. We switched to user vision with the different actors involved and created a motion design presentation format for the CES in Las Vegas in January 2016, as well as supported PSA and KEYRUS in the first connected service tests for on and off-street parking.
In 2016, the user promise was “thanks to my connected car, a world of services is opening up to me”. The future mobility experience must allow customers to have access to the services of several car-sharing operators without having to consult different applications. The user can thus view all the modes of transport available on a single screen whether it be car, scooter, or bicycle.
The SmartServices vision invented a new way of getting around and improving one’s lifestyle, based on a technological experience inside a connected vehicle to meet unforeseen physical needs.
The Free2Move mobility hub has since repositioned itself to car-sharing services offered to private and business customers, with more than 1 million users. In 2020, PSA’s Free2Move division offers customers, individuals and businesses the most complete and practical set of mobility solutions, as close to their needs as possible.