01
Client context
The operator planned to launch shared micromobility in new cities in the region.
02
Business challenge
Regulation, infrastructure and commuting patterns varied widely between cities.
03
Research objective & questions
Rank candidate cities and define a launch model for the top choices.
- Which cities have strong first- and last-mile demand?
- What are the regulatory and permit requirements?
- Which partners — transit agencies, campuses, employers — could anchor demand?
- What pricing and fleet model suits each city?
04
Methodology & approach
- City screening
- Density, transit, infrastructure and regulation.
- Commuter survey
- Travel patterns and willingness to use.
- Stakeholder interviews
- City officials, transit operators and employers.
- Competitor review
- Existing operators and their models.
05
Sample & geography
- ~8 cities screened
- ~1,000 commuter survey responses
- ~15 stakeholder interviews
- Geography — Southeast Asia and the Middle East
06
Key findings
- Campus and business district partnerships offered the most reliable early demand.
- Permit regimes were the biggest timing risk.
- Commuters were price-sensitive but valued reliability near transit stations.
- Docked models were favoured by regulators in some cities.
07
Business implications
- Launch with anchor partnerships in two cities.
- Engage regulators early on permits.
- Position services around transit connections.
08
Outcome
The operator received a city ranking, regulatory roadmap and launch model.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.