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1. Copy competitor's strategy to extend market space.
2. Analyse competitor's target audience, doing market research on them to gain advantages.

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1. Using IoT to increase market diversity.
2. Developing an observing  system to track users who damage bike to decrease vandalism.

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According to policy and economical situation, Mobike charges 69p per half hour and have to pay deposit of £15 in case of vandalism.

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Target audience are young population age between 0-49 dwelled in urban areas. Especially digital native.

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Locates parking site to high density area to solve traffic congestion and lower carbon emissions. And cameras can observe vandalism.

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With help of IoT, dockless bike become reality as well as helping reduce carbon dioxide.

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Value of Internet of Things (IoT)

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High recognition of bike design.

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1. Bike design brings high recognition of brand, and free parking strategy helps to extend brand awareness
2.  With Internet of Thing, Mobike can engage more people to become loyal customers.

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Our competitor: Santander Bikes

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Deep diversity into market, similar strategy like Coca-Cola.
But docks biking limited the convenience of mobility and parking.

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Find a Santander Cycles docking station near you

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With low cost bike-sharing to reduce traffic congestion, provides a health and low carbon emissions life for customers.

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A combination of buzz marketing and high saturation in market. Increase market size in urban areas.

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Deploy more docks in more cities

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According to UK bicycle laws, Mobike has to install equipments such as lights, reflectors, brakes and bells. And bikes must not parking on highway or car park.

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Carbon dioxide accounted for 79 per cent of UK total consumption greenhouse gas emission in 2015.

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Mobike uses dockless bikeshare to deliver service. They use IoT (Internet of Things) to connect user's mobile to bike. Yet, UK's digital economy still increasing, good opportunity to fill the gap.

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The Economist magazine recently observed:

despite appearances, the UK digital economy is still relatively small.

The digital economy contributes 7% of national output; only 5% of jobs and 9% of businesses form part of the UK digital workplace. This is similar to the US contribution, but behind South Korea, which leads the world at more than 11%.

So, despite media hype and the rapid growth of digital (around 30% faster than the rest of the economy), there is still plenty to do.

Need to increase scale and productivity

Increasing the scale of many new businesses is still a challenge.

Equally, the opportunities for larger UK businesses to increase productivity through digital transformation remain substantial. Many incumbents are yet to capitalise on the digital dividend in their companies.

That is why we need to continue to accelerate the development of the UK digital sector with a strong sense of wanting to promote that which is both commercial and ethical.

After two and half years in action, Digital Catapult is refreshing its strategy. We're taking a broader view of the digital landscape.

Digital Catapult strategic refresh

As a start, we've identified key technology layers, which represent significant global opportunities for UK companies.

Data-driven - personal data, privacy, trust, cyber-security and blockchain

Digital Catapult is keen to continue efforts to build new market opportunities for SMEs and larger companies around increasingly important issues of trust and privacy in personal data.

Connected - Internet of Things, 5G, low-powered wide area networks

Delivering content, data, services and applications across networks is clearly a growing opportunity and UK businesses have much to offer in this area.

Digital Catapult sees the development of open experimental networks as great means to trial new services and demonstrate new efficiencies for incumbents.

Intelligent - machine learning and artificial intelligence

The UK has produced exciting new businesses such as Deep Mind, many of which have been rapidly acquired. Digital Catapult wants to explore how to retain more UK expertise in this area.

Immersive - virtual reality, augmented reality, haptics and new forms of human machine interface

As, the Government Chief Scientist, Sir Mark Walport mentioned in his report in May of this year:

If the UK wanted to make a strategic play in the sector, now would be the time with many big firms investing.

The opportunity in the next 3-5 years is for the UK's games development, TV production and special effects companies to grow into a brand new sector, which could lead the world.

Digital Catapult's analysis suggests the application of technologies in key market segments offers significant economic growth potential. Current best thinking suggests the following segments will be good targets:

Creative industries

Digital manufacturing

Health, wellbeing, fitness

Cross innovation

Now have your say

The Digital Catapult team has done a lot of preliminary ground work to identify new areas of focus and a refreshed strategy to approach the market.

We now want to receive input from stakeholders in all areas of the community. To find out more about our new strategy and have your say, please:

Follow me on Twitter: @JeremyS1

You can follow Innovate UK on:

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The Economist magazine recently observed: despite appearances, the UK digital economy is still relatively small. The digital economy contributes 7% of national output; only 5% of jobs and 9% of businesses form part of the UK digital workplace. This is similar to the US contribution, but behind South Korea, which leads the world at more than 11%.

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Including native, immigrants and international students. To seek how often people cycle and catalogue them into different age groups and ethnicities.

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July 2018, the UK GDP from transport reaches at 19323 million (GBP), corporate tax reaches lowest at 19.
Cycling brings economical  effects:
1. reduce infrastructure maintenance cost
2. allows 5 time more retail spend than car parking.

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Since the SEUK (Sharing Economy UK) has been registered in England & Wales under company number 09406905, Relevant policy allows Mobike easy accessing its actions.

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Two weak points have been defined:
1. High maintenance cost of docks
2. Docks biking limited convenience
If Mobike increase its parking areas and number of bikes deployed in cities, it will bring great advantage.