Rafael Antonangelo Molina
Master Degree Entrepreneurship - Innovation in information technology company for sustainable urban mobility
Class: 215, FEA-5
Adviser: Prof. Dr. Antonio Geraldo da Rocha Vidal
Comission: Profs. Drs. Luciane Meneguin Ortega Vidal, Cesar Alexandre de Souza e Gilberto Perez
The professional experience in a technology company focused on urban mobility allowed the identification of three main advantages to information systems application in the urban buses operation: economic, social and environmental. However, in the development of new business models, difficulties were identified in positioning the environmental gain as a value proposition for the company's main customers: urban bus operators. Based on this problem, this research was developed, guided by the search for a value proposition that can be presented by technology companies focused on urban mobility to achieve environmental gains to their clients. In order to do so, the company’s history of action was drawn up, outlining the business model of bus companies, their context of action in relation to the movement of smart cities, increasing attention to environmental issues and the adherence of technology to their operational processes. This set supported the identification of initial value proposition of an information system to support environmental management processes in bus companies. This product was then exposed to technology and transportation professionals to verify their value and construction proposal. The feedbacks of these professionals allowed us to define a value proposition according with the interest of bus operators in computing sustainability indicators of their operations, especially regarding environmental management. The product that pack this value proposition had its viability of implementation verified, through customers’ valuation, pricing and development and maintenance costs.
*Abstract provided by the author