Reference no: EM133338118

Case Study: You never believed this could happen! After five years, working 90 hours per week for a major consulting firm, you were overdue for a change! You liked consulting-you liked the pace, the challenge every new project offered, and the constant learning it required. But finding meaning in your work was increasingly difficult, and you felt the need for more social engagement. It was during a dinner with your friend Eric that you had the chance to make the turn. The former chief financial officer (CFO) at a major telecom firm you had consulted for, Eric had decided to run for mayor of Grenoble, the town in the French Alps you both called home. The information was still confidential-as he was in the process of assembling the team-but he was thinking you should be deputy mayor for digital transformation. "You know, we need disruptive, impactful new ideas. We need to transform the city; we need to realize its environmental transformation. We can't do so without a digital transformation first. You'd be perfect for the position!" Eric stated with infectious excitement in his voice.

He was looking straight in your eyes; he knew he had hit the right buttons and that this was the opportunity you had been craving to find more meaning in your work. "I need you to help me revolutionize mobility for our citizens. This is the most direct way to reduce pollution and the use of fossil fuels. How do we do it?" The project was ambitious, but you couldn't expect less, considering that the city was recently named the 2020 European Green Capital. Voters' and stakeholders' expectations were equally high. Despite being caught off-guard by Eric, an idea was already forming in your mind. The Grenoble Urban Area (Région Urbaine Grenobloise) had a population of almost 500,000 inhabitants who made over 2.7 million daily journeys. Its three main junctions saw over 50,000 vehicles per day go by. Also, while 59% of residents still used cars, they were increasingly shifting toward public transport and cycling. With the right incentives and a functioning infrastructure, that number could grow dramatically.

Besides buses, trains, taxis, railway networks, and the unique cable car to visit the Bastille fortress, the city already welcomed innovative sustainable transportation solutions. Cityz was offering a self-service, car-sharing fleet of over 100 vehicles. Metrovélo provided nearly 8,500 bicycles for hire in two central agencies. TIER Mobility, the European micromobility solutions provider, had recently extended its network in Grenoble, providing more than 500 e-scooters. Interestingly, while the sustainable transport network was developing fast, it lacked the necessary integration. "You know, Eric, we need to integrate all these mobility options. We may build a unique platform to converge air pollution data, traffic, mobility recommendations, vehicle booking, tickets, and payments. Based on traffic, air pollution, weather, and other information, we can go beyond a mobility pass. We can leverage the platform to recommend and influence citizens' behaviors when they move. We can run simulations and scenario analyses, and then we can open all this up and see what the private sector and universities can do with the data. We can be disruptive and change the city forever!" With a twinkle in his eyes, Eric looked at you and said, "That's the spirit! I knew you would jump at the opportunity. The devil is in details, we need a feasibility study before we announce my candidacy." This was your chance to have the meaningful social impact you had been craving. Digital technology would have to feature prominently in your design, no question, but what else? With a full-time job still in consulting, you knew there would be many nights of work ahead . . . but this was work you'd be happy to do!

Question: Are there opportunities for creating a digital platform and novel digital data streams? Are they achieving environmental sustainability?