BRIXBY market is a high density urban environment particularly in developing countries. It is expected that urban areas will get nearly 2B of new residents in the next 20 years. During the same time, the urban population of the world’s poorest regions, South Asia and Sub-Saharan Africa is about to double. Three main factors drive urbanisation: population growth inside the cities, movement of people from rural areas into the cities, reclassification of rural areas into urban. Such a rapid growth of cities, especially in poor regions, requires new solutions, such as BRIXBY, which are easy and fast to implement and do not require huge financial investments.
We believe that the trend of uberisation, where agents exchange underutilised capacity of existing assets through web and/ or app, while incurring only a small transaction fee, i.e. extremely low entry barrier, is one of the solutions for transportation problems in the areas of high urbanisation. Flexible, affordable, and convenient real-time mobility information and planning, single payment interface, and connected transport options are the top priorities for consumers not the private vehicle ownership as it was a few years ago.
There is a lot of interest in the transportation market toward serf-driving vehicles. The market will be disrupted by this new technology, however the change will not be rapid. First, the countries need to change the regulation so that self-driving vehicles are allowed to drive on the streets. Second, the technology is not ready yet for the independent driving and there are still numerous issues that need to be fixed. Based on McKinzey research, it is unlikely that there will be fully autonomous vehicles prior to 2020. Even with progressive scenario, by 2030, 15% of the new cars are expected to be self-driving.
1 Conditionally autonomous car: the driver may take occasional control.
2 Fully autonomous car: the vehicle is in full control.
3 Original-equipment manufacturers. McKinsey&Company
Taking into consideration the percentage of self-driving vehicles together with the fleet renewal statistics particularly in developing countries, we see that BRIXBY market will not be drastically affected, if at all, by the emergence of self-driving cars in the next 10 years.
BRIXBY’s aim is to provide to users those communication channels and interfaces, which are easy to use and convenient. We will closely monitor the market for new technological trends and integrate with new technology as soon as its penetration level reaches 20% in our markets. BRIXBY will not spend funds on integrations for the marketing purpose without the real usage behind the technology.
So, no matter the driving method, autonomous or not, or type of fuel, gasoline, hydrogen, or electricity, parking and refueling are the services BRIXBY will provide.
BRIXBY will ensure that the selection of service and customisation of its setting will be driven by market needs and adaption of technology, be it app, USSD, or end-to-end integration with a self-driving vehicle.
One of the business services BRIXBY offers is parking. Parking is one of the key elements of urban traffic because it either stimulates or prohibits use of personal transport. It is almost impossible for a fast-growing city to quickly and without huge investments organise or restructure public transport. To make sure that city stays livable, the easiest way to tackle transportation issue is to take care of personal vehicle parking, provide means for shared personal vehicles and have an ability to transparently collect funds for those services. It is estimated that smart parking market (parking based on combination of connected technology providing information and services, such as payments, real time) only in North America and Europe will reach 43.56 Billion USD by 2025, from 7.05 Billion USD in 2014. It is believed that Europe will dominate the market, but Asia-Oceania will grow at the highest CAGR during this time — those are great trends that will support use of BRIXBY.
EV charging market
Another business service of BRIXBY is EV charging. This market also shows very positive trends. By 2020, the EV charging market is expected to grow to 19.69 million units, of them Alternating Current EV charger market is expected to reach 17.56 million units, growing at a CAGR of 28.69% while the Direct Current EV charger market is predicted to reach 2.13 million units, growing at a CAGR of 34.53%. The wireless chargers market is forecasted to grow at a CAGR of 31.14% during the period 2016-2022. The EV charging market growth is attributed to increase of EVs in the market, with highest growth, ca 30%, coming from the USA followed by Asia-Pacific and Europe. We believe that growth of smart parking and EV charging markets together with the increased number of personal vehicles and spread of smartphones, when people expect services and information about services to be available instantly and on-demand are a great environment for BRIXBY to succeed. Moreover, global services such as Uber and booking.com have shown that there is no need for consumer or businesses to become familiar with many different interfaces and services because the aggregators are expected to provide info and service in the most convenient language and environment.