Harvard Case - Telepass: From Tolling to Mobility Platform (Abridged)
"Telepass: From Tolling to Mobility Platform (Abridged)" Harvard business case study is written by Chiara Farronato, Stefano Denicolai, Sarah Mehta. It deals with the challenges in the field of Strategy. The case study is 14 page(s) long and it was first published on : Sep 16, 2021
At Fern Fort University, we recommend Telepass pursue a multi-pronged growth strategy focused on leveraging its existing infrastructure and expertise to become a leading player in the European mobility ecosystem. This strategy involves:
- Expanding into new mobility services: Telepass should actively develop and integrate new services like parking management, electric vehicle charging, and multimodal transportation solutions.
- Strengthening its technology platform: Telepass should invest in advanced technologies like AI and machine learning to enhance its existing platform and create new, data-driven services.
- Building strategic partnerships: Telepass should forge strategic alliances with key players in the mobility sector, including automotive manufacturers, technology companies, and public transportation providers.
- Expanding geographically: Telepass should aggressively pursue expansion into new European markets, capitalizing on the growing demand for smart mobility solutions.
2. Background
The case study focuses on Telepass, an Italian company that started as a toll collection service provider. Telepass has successfully established itself as a leader in electronic toll collection, leveraging its robust infrastructure and strong brand recognition. However, the company faces a rapidly evolving mobility landscape, with increasing competition and a growing demand for integrated, data-driven solutions. Telepass needs to adapt its business model and strategy to remain relevant and competitive in this dynamic environment.
The main protagonists of the case study are:
- Telepass: The company seeking to expand its services and market reach.
- The Italian government: A key stakeholder with influence over the regulatory environment and infrastructure development.
- Competitors: Other companies vying for market share in the mobility sector, including traditional toll operators, technology companies, and start-ups.
- Customers: Drivers and commuters seeking convenient and efficient mobility solutions.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand recognition and customer base: Telepass enjoys a strong brand reputation and a loyal customer base in Italy.
- Robust infrastructure: Telepass has a well-established network of toll plazas and electronic payment systems.
- Data and analytics capabilities: Telepass collects valuable data on driver behavior and traffic patterns, providing insights for future service development.
- Financial stability: Telepass is a financially sound company with a proven track record of profitability.
Weaknesses:
- Limited product portfolio: Telepass's offerings are primarily focused on toll collection, limiting its potential for growth.
- Technology dependence: Telepass relies heavily on its existing technology platform, which may become outdated or less competitive in the future.
- Limited international presence: Telepass's operations are mainly concentrated in Italy, limiting its global reach.
- Potential for regulatory changes: The regulatory environment surrounding mobility services is constantly evolving, posing potential risks to Telepass's business model.
Opportunities:
- Growing demand for smart mobility solutions: There is a significant increase in demand for integrated, data-driven mobility services across Europe.
- Technological advancements: Emerging technologies like AI, machine learning, and big data offer opportunities for Telepass to enhance its services and create new offerings.
- Expanding into new markets: Telepass can leverage its expertise and brand recognition to expand into new European markets.
- Strategic partnerships: Telepass can collaborate with other companies in the mobility ecosystem to develop innovative solutions and expand its reach.
Threats:
- Increased competition: The mobility sector is becoming increasingly competitive, with new entrants and established players vying for market share.
- Technological disruption: New technologies and business models could disrupt the traditional mobility sector, posing a threat to Telepass's existing business.
- Economic uncertainty: Economic downturns could impact consumer spending and demand for mobility services.
- Regulatory changes: Changes in government regulations could impact Telepass's operations and profitability.
Porter's Five Forces Analysis:
- Threat of new entrants: The mobility sector is attractive to new entrants due to the availability of technology and the potential for disruption.
- Bargaining power of buyers: Customers have a moderate bargaining power, as they can choose from various mobility providers.
- Bargaining power of suppliers: Telepass's suppliers have a moderate bargaining power, as the company relies on technology providers and infrastructure companies.
- Threat of substitute products: The threat of substitutes is high, as customers can choose from alternative transportation modes, such as public transport, ride-hailing services, and cycling.
- Rivalry among existing competitors: The rivalry among existing competitors is intense, with companies competing on price, service quality, and innovation.
Value Chain Analysis:
Telepass's value chain consists of the following key activities:
- Inbound logistics: Managing the procurement of equipment and technology for toll collection and other services.
- Operations: Operating toll plazas, processing payments, and managing customer accounts.
- Outbound logistics: Delivering services to customers through its network of toll plazas and mobile applications.
- Marketing and sales: Promoting its services to drivers and commuters through various channels.
- Customer service: Providing support to customers through phone, email, and online channels.
Business Model Innovation:
Telepass needs to move beyond its traditional toll collection business model and embrace a more comprehensive approach to mobility. This requires:
- Expanding its product portfolio: Telepass should develop and integrate new services like parking management, electric vehicle charging, and multimodal transportation solutions.
- Leveraging data and analytics: Telepass should utilize its data and analytics capabilities to develop personalized services, optimize traffic flow, and improve customer experience.
- Building a digital platform: Telepass should create a digital platform that integrates various mobility services and allows users to manage their travel needs seamlessly.
Corporate Governance:
Telepass needs to ensure strong corporate governance practices to support its growth and expansion. This includes:
- Transparent decision-making: Telepass should establish clear decision-making processes and ensure transparency in its operations.
- Accountability and responsibility: Telepass should hold its executives and employees accountable for their actions and decisions.
- Ethical conduct: Telepass should adhere to high ethical standards and promote a culture of integrity.
Mergers and Acquisitions:
Telepass can consider strategic mergers and acquisitions to expand its reach and acquire new capabilities. This could involve:
- Acquiring technology companies: Telepass can acquire companies with specialized technology platforms or data analytics expertise.
- Partnering with mobility service providers: Telepass can merge with or acquire companies offering parking management, electric vehicle charging, or other mobility services.
Strategic Planning:
Telepass needs to develop a comprehensive strategic plan that outlines its vision, mission, goals, and objectives. This plan should:
- Define its target market: Telepass should identify its target customer segments and tailor its offerings accordingly.
- Develop a growth strategy: Telepass should define its growth strategies, including market penetration, market development, and product development.
- Allocate resources effectively: Telepass should allocate its resources effectively to support its growth initiatives.
Market Segmentation:
Telepass can segment its market based on factors such as:
- Geographic location: Telepass can target specific regions or countries based on their mobility needs and infrastructure.
- Demographics: Telepass can target different age groups, income levels, and driving habits.
- Usage patterns: Telepass can target frequent drivers, commuters, and travelers based on their mobility needs.
Blue Ocean Strategy:
Telepass can explore a blue ocean strategy by creating a new market space and offering innovative solutions that are not currently available. This could involve:
- Developing a comprehensive mobility platform: Telepass can create a platform that integrates various mobility services and provides a seamless user experience.
- Focusing on sustainability: Telepass can offer services that promote sustainable mobility, such as electric vehicle charging and public transport integration.
- Targeting niche markets: Telepass can focus on specific market segments with unique mobility needs, such as business travelers or tourists.
Disruptive Innovation:
Telepass can consider disruptive innovation by introducing new technologies or business models that challenge the existing mobility sector. This could involve:
- Developing autonomous vehicle solutions: Telepass can explore partnerships with autonomous vehicle companies to offer new mobility services.
- Creating a subscription-based model: Telepass can offer a subscription-based model for its services, providing customers with access to a range of mobility options.
Balanced Scorecard:
Telepass can use a balanced scorecard to track its performance across various dimensions, including:
- Financial perspective: Measuring profitability, revenue growth, and return on investment.
- Customer perspective: Measuring customer satisfaction, loyalty, and retention.
- Internal processes perspective: Measuring operational efficiency, innovation, and quality.
- Learning and growth perspective: Measuring employee satisfaction, skills development, and organizational culture.
Core Competencies:
Telepass's core competencies include:
- Technology and infrastructure: Telepass has a strong technological foundation and a robust infrastructure for toll collection and other services.
- Data and analytics: Telepass has the capability to collect, analyze, and leverage data to improve its services and create new offerings.
- Brand recognition and customer relationships: Telepass enjoys a strong brand reputation and has established strong relationships with its customers.
Diversification:
Telepass can diversify its business by expanding into new markets and offering new products and services. This could involve:
- Geographic diversification: Telepass can expand into new European markets with high growth potential.
- Product diversification: Telepass can develop and offer new mobility services, such as parking management, electric vehicle charging, and multimodal transportation solutions.
Vertical Integration:
Telepass can consider vertical integration by acquiring or partnering with companies that operate in upstream or downstream parts of the mobility value chain. This could involve:
- Acquiring technology providers: Telepass can acquire companies that develop software, hardware, or data analytics solutions for mobility services.
- Partnering with infrastructure providers: Telepass can partner with companies that operate parking garages, electric vehicle charging stations, or other mobility infrastructure.
Horizontal Integration:
Telepass can pursue horizontal integration by acquiring or partnering with companies that offer similar mobility services. This could involve:
- Merging with other toll operators: Telepass can merge with other toll operators to expand its geographic reach and customer base.
- Acquiring parking management companies: Telepass can acquire companies that operate parking garages or provide parking management solutions.
Strategic Alliances:
Telepass can forge strategic alliances with key players in the mobility sector to develop innovative solutions and expand its reach. This could involve:
- Partnering with automotive manufacturers: Telepass can partner with automotive manufacturers to integrate its services into vehicles and provide seamless mobility solutions.
- Collaborating with technology companies: Telepass can collaborate with technology companies to develop new mobility platforms and data-driven services.
- Working with public transportation providers: Telepass can partner with public transportation providers to offer integrated mobility solutions.
Outsourcing:
Telepass can consider outsourcing certain activities to focus on its core competencies and enhance efficiency. This could involve:
- Outsourcing IT services: Telepass can outsource its IT infrastructure and support to specialized providers.
- Outsourcing customer service: Telepass can outsource its customer service operations to call centers or online support providers.
Globalization Strategies:
Telepass can pursue globalization strategies to expand its reach and capture new markets. This could involve:
- Establishing international subsidiaries: Telepass can establish subsidiaries in key European markets to manage its operations and build local relationships.
- Partnering with local companies: Telepass can partner with local companies in new markets to leverage their expertise and market knowledge.
- Adapting its products and services: Telepass can adapt its products and services to meet the specific needs of different markets.
Product Differentiation:
Telepass can differentiate its products and services by:
- Offering a comprehensive suite of mobility services: Telepass can provide a range of mobility services, including toll collection, parking management, electric vehicle charging, and multimodal transportation solutions.
- Focusing on customer experience: Telepass can prioritize customer experience by providing seamless, convenient, and personalized services.
- Leveraging technology and data: Telepass can use technology and data to enhance its services, provide insights, and create a more efficient and personalized experience for customers.
Cost Leadership:
Telepass can pursue a cost leadership strategy by:
- Optimizing its operations: Telepass can streamline its operations, reduce costs, and improve efficiency.
- Negotiating favorable contracts: Telepass can negotiate favorable contracts with suppliers and partners to reduce costs.
- Leveraging its existing infrastructure: Telepass can leverage its existing infrastructure to minimize capital expenditure and operating costs.
Market Penetration:
Telepass can increase its market penetration by:
- Expanding its customer base: Telepass can target new customer segments and offer incentives to attract new users.
- Increasing usage frequency: Telepass can encourage existing customers to use its services more frequently by offering discounts or loyalty programs.
Market Development:
Telepass can expand into new markets by:
- Targeting new geographic regions: Telepass can target new European markets with high growth potential.
- Developing new customer segments: Telepass can target new customer segments with specific mobility needs, such as business travelers or tourists.
Product Development:
Telepass can develop new products and services by:
- Creating new mobility solutions: Telepass can develop new mobility solutions, such as parking management, electric vehicle charging, and multimodal transportation solutions.
- Improving existing services: Telepass can improve its existing services by adding new features, enhancing functionality, and improving customer experience.
Resource-Based View:
Telepass can leverage its resources and capabilities to develop a sustainable competitive advantage. This includes:
- Strong brand recognition: Telepass's strong brand recognition is a valuable asset that can help it attract new customers and retain existing ones.
- Robust infrastructure: Telepass's well-established infrastructure provides a competitive advantage in terms of cost efficiency and service delivery.
- Data and analytics capabilities: Telepass's data and analytics capabilities allow it to develop personalized services and optimize its operations.
Dynamic Capabilities:
Telepass needs to develop dynamic capabilities to adapt to the rapidly changing mobility landscape. This includes:
- Innovation: Telepass needs to invest in research and development to create new products and services.
- Strategic agility: Telepass needs to be able to adjust its strategy quickly in response to market changes.
- Organizational learning: Telepass needs to create a culture of learning and continuous improvement.
Scenario Planning:
Telepass should engage in scenario planning to prepare for different future scenarios, including:
- Scenario 1: Continued growth of smart mobility solutions: Telepass should invest in technology and partnerships to capitalize on this trend.
- Scenario 2: Increased competition from technology giants: Telepass should focus on its core competencies and build strategic alliances.
- Scenario 3: Regulatory changes impacting the mobility sector: Telepass should monitor regulatory developments and adapt its strategy accordingly.
Stakeholder Analysis:
Telepass needs to consider the interests of its various stakeholders, including:
- Customers: Telepass should prioritize customer satisfaction by providing convenient, efficient, and affordable mobility solutions.
- Employees: Telepass should create a positive work environment and provide opportunities for employee growth and development.
- Investors: Telepass should generate strong financial returns for its investors.
- Government: Telepass should comply with all relevant regulations and contribute to the development of sustainable mobility solutions.
Strategic Positioning:
Telepass should strategically position itself as a leading player in the European mobility ecosystem by:
- Offering a comprehensive suite of mobility services: Telepass should provide a range of services, including toll collection, parking management, electric vehicle charging, and multimodal transportation solutions.
- Leveraging technology and data: Telepass should use technology and data to enhance its services, provide insights, and create a more efficient and personalized experience for customers.
- Building strategic partnerships: Telepass should forge strategic alliances with key players in the mobility sector to expand its reach and develop innovative solutions.
Business Ecosystem:
Telepass should operate within a broader business ecosystem that includes other companies in the mobility sector. This ecosystem could include:
- Automotive manufacturers: Telepass can partner with automotive manufacturers to integrate its services into vehicles and provide seamless mobility solutions.
- Technology companies: Telepass can collaborate with technology companies to develop new mobility platforms and data-driven services.
- Public transportation providers: Telepass can partner with public transportation providers to offer integrated mobility solutions.
Game Theory in Strategy:
Telepass can use game theory to analyze the competitive dynamics in the mobility sector and develop strategies to maximize its own payoff. This could involve:
- Predicting competitor behavior: Telepass can use game theory to predict how its competitors will respond to its actions.
- Developing strategic alliances: Telepass can use game theory to identify potential partners and negotiate favorable agreements.
- Choosing optimal pricing strategies: Telepass can use game theory to determine the optimal pricing strategies to maximize its profits.
Strategic Leadership:
Telepass needs strong strategic leadership to guide the company through its transformation and growth. This includes:
- Visionary leadership: Telepass needs a leader with a clear vision for the future of the company and the mobility sector.
- Strategic thinking: Telepass needs a leader who can think strategically and make informed decisions.
- Change management skills: Telepass needs a leader who can effectively manage change and motivate employees to embrace new initiatives.
Change Management:
Telepass needs to implement effective change management practices to support its transformation. This includes:
- Communicating the vision: Telepass should clearly communicate its vision for the future to all employees.
- Building support: Telepass should build support for change by involving employees in the process and addressing their concerns.
- Providing training and resources: Telepass should provide employees with the training and resources they need to adapt to new technologies and processes.
Organizational Culture:
Telepass needs to foster a culture that supports innovation, customer focus, and collaboration. This includes:
- Embracing a growth mindset: Telepass should encourage employees to think creatively and take risks.
- Focusing on customer needs: Telepass should prioritize customer satisfaction and build a culture of customer service excellence.
- Promoting collaboration: Telepass should encourage collaboration among employees and with external partners.
Strategic Implementation:
Telepass needs to develop a comprehensive plan for implementing its strategic initiatives. This includes:
- Setting clear goals and objectives: Telepass should define clear goals and objectives for each strategic initiative.
- Developing a timeline and milestones: Telepass should create a timeline and identify key milestones for each initiative.
- Allocating resources effectively: Telepass should allocate resources effectively to support the implementation of its strategic initiatives.
Benchmarking:
Telepass can use benchmarking to compare its performance with other companies in the mobility sector. This can help Telepass identify areas for improvement and develop best practices.
Strategic Control:
Telepass needs to establish a system for monitoring and controlling the implementation of its strategic initiatives. This includes:
- Tracking progress: Telepass should track the progress of its strategic initiatives
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Case Description
Telepass, until very recently the sole processor of electronic toll payments on Italy's highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay-a mobile payment application (app) that allows subscribers to pay for dozens of mobility-related services and products from their smartphones. In 2019, Telepass launched a car insurance brokerage service. Using Telepass data, the brokerage service offers tailored insurance products to existing customers on behalf of insurance companies for a commission on converted leads. Now, in September 2020, Telepass's senior leaders are considering a new, insurance-related growth opportunity: moving beyond the brokerage model to become the primary insurance seller. It is unclear, however, whether Telepass's data provides sufficient insights into individual drivers' risk profiles to build competitive, customized insurance products. Alternatively, Telepass could continue to improve the brokerage model and focus its resources on adding new mobility services to TelepassPay. This case is paired with a supplementary dataset (courseware no. 622-701), which provides a data analysis opportunity for students.
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