Morocco Living Lab
Living lab description
At the Dar Ettalliba student residence halls, which is located in the city of Marrakech, the ultimate goal of this urban demonstrator is to operate twenty-seven bikes for female students from the surrounding area and to also create a business model for a micromobility sharing solution with forty e-bikes.
The primary objectives are to promote and introduce electric mobility as a sustainable alternative to motorcycles, with a particular emphasis on targeting various user groups, especially female users. Additionally, the intention is to collaborate with Dar Ettaliba, a non-governmental organization that provides accommodation, meals, and other essential services to female university students from economically disadvantaged rural and isolated regions. In addition, the demonstration’s sustainability is backed by a private company that executed the business model.
Living lab activities
- Technical assessment for the identification of e-mopeds suitable for the purpose of the living lab
- Insurance assessment for a sharing solution activity
- Legal and administrative works to have the right to begin the activity, authorizations and legal documents prepared.
- Optimal dispatching of the fleet for maximum generation taking into consideration the social aspect meaning the 7 e-mopeds which are used by female students from rural regions and hosted in Dar Attaliba
- Data collection and KPIs tracking
- Evaluation of replication opportunity in Morocco and maximizing the generation of the fleet by transferring 3 e-mopeds to Fez, 7 to Agadir and 3 to Benguerir, besides having 27 operational in Marrakech city
Description of the problem addressed
The primary issue being addressed in the Morocco Living Lab is the deficiency of dependable public transit networks, which are occasionally inaccessible and frequently lacking punctuality. In addition, the Living Lab is making efforts to reduce the significant carbon footprint of the transportation sector in Morocco, which is now recognized as the second largest emitter of carbon dioxide in the country.
The pricing plan is tailored to the specific needs and preferences of the Moroccan customers and is based on the duration of moped usage, with charges applied per minute. The clients are billed at a rate of 0.99 MAD per minute, which is a highly competitive pricing compared to other fares in the Moroccan public transit system.
Living Lab objectives
1
Lack of reliable public transport.
2
High carbon footprint of the transportation field.
3
Transportation access to female students with low revenues.
Technology being tested
The purpose of this Living Lab is to pilot the vehicles for transportation of passengers named as a sharing solution service and it’s open to public at a fee via a dedicated app for booking and payments of rides. The current fee that passengers are paying for each minute of transportation within Marrakech city, Agadir, Fez or Benguerir is 0.99 EUR per minutes driven and 0.2 EUR per minutes of parking the vehicle. The price per trip for the passenger micro-electric vehicles is competitive taking into consideration that the only cheaper way of transportations are the buses that take so long for the user to get to the desired destination.
The Living Lab is utilizing the POGO service to improve the user experience in a densely populated city with a significant tourism industry, as well as the highest concentration of cars and motorcycles in a Moroccan city. This aims to facilitate the integration of environmentally friendly transportation options. One of the primary goals is to address the various issues associated with densely populated cities, such as reducing waiting times for public transit, improving service quality, and enhancing reliability.
Number of assets
E-mopeds
40
Helmets
40
IOT Hubs
40 (integrated in the electrical bikes)
MOROCCO LIVING LAB OUTCOMES
Addressing the lack of reliable public transport
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Enhanced Commuting: User patterns revealed that over 30% of respondents utilized the POGO bikes daily for commuting to school or work, underscoring their effectiveness in providing efficient and affordable transport for students and workers. The deployment of these e-mopeds broadened transport options, especially in areas with high demand where traditional public transport might be limited.
Reducing the high carbon footprint of the transportation field
A core objective was to mitigate urban pollution stemming from fossil-fuel-powered transportation. The deployment of electric mobility solutions directly contributed to a cleaner urban environment and a reduced carbon footprint.
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Significant Emissions Reduction: The use of the POGO sharing solution directly resulted in 44,989 kg of CO2 emissions avoided, showcasing the tangible environmental benefits of transitioning from conventional internal combustion engine (ICE) vehicles to electric alternatives.
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Improved Urban Air Quality: Users consistently reported positive experiences (56% positive or very positive feedback) due to the smooth acceleration, noiseless operation, and enhanced performance of the e-mopeds compared to traditional counterparts. This not only improved the user experience but also contributed to a quieter and cleaner urban atmosphere, addressing a major environmental concern in Moroccan cities like Marrakesh.
Enhancing transportation access for female students with low revenues
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Affordable Pricing Models: The POGO service offered a highly competitive pricing model of 0.09€ per minute or 0.12€ per kilometer. This competitive pricing, coupled with Morocco’s lower operational costs, allowed POGO to maintain profitability while offering one of the most affordable e-mobility services in the country.
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Targeted Subsidies: To specifically improve accessibility, some e-mopeds were offered to young female students in Marrakesh at roughly 25% of the original price. This direct financial support ensured that transportation was no longer a prohibitive barrier for students with limited revenues.
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Inclusive User Base: Among the 40 SESA e-moped users, the gender distribution included 40% female and 60% male, demonstrating the project’s success in reaching diverse customer segments, including female students who previously lacked reliable and affordable transport options.