Redefining Horizons: A Study on Business Model Innovation for the Commercialization of Services within Urban Air Mobility

Abstract: Urban air mobility has gained increased attention in recent years due to the emergence of novel technologies. Several use cases within different industries exist. These services can substitute existing services as well as offering entirely new ones. Previous research has focused on novel technologies and changes needed to be made in order for the technology to be established in the market. However, non-technological aspects are lacking, specifically concerning suitable business models. Thus, the role of business models, and changes related to these, required for a commercialization of urban air mobility services constitutes a research gap and are of interest for further exploration. To understand how actors are changing their business models to commercialize urban air mobility three different case studies were conducted on three projects focusing on use cases connected to urban air mobility. Interviews were used as the primary data gathering method, and in total 13 were conducted. The theoretical STOF framework, which delimits the business model into four domains, was used to identify potential changes. The main results indicate important future actors in a commercialization, the degree of change of these actors and potential challenges for them. Due to the uncertainty of the role business models play in a commercialization of urban air mobility services, this thesis will contribute to bridging this research gap. Concrete changes are identified, as well as specific business model areas in need of more attention. Furthermore, the thesis contributes to the literature concerning challenges related to urban air mobility services, as well as suggesting how they can be handled. Finally, the thesis evaluates and explains how the STOF framework can be extended to new industries.