International Transport Forum award 2015 goes to - UBIGO

20 May, 2015 - 18:13

Swedish start-up UbiGo and St. Lawrence Seaway Management Corporation of Canada are the winners of the International Transport Forum’s 2015 Promising Innovation in Transport Award.

UbiGo receives the Award in the passenger category for its innovative all-in-one urban mobility platform that combines different modes of transport into a single offer for the everyday travel needs of urban households and companies.

The Promising Innovation in Transport Award is offered by the International Transport Forum at the OECD, an intergovernmental organisation for the transport sector with 54 member countries. It will be presented on 28 May in Leipzig, Germany, during the 2015 Summit of transport ministers.


UbiGo: Unified everyday travel service for urban households
UbiGo offers subscribers everyday travel via public transport, car-sharing, rental car service, taxi and bicycle sharing, all integrated in one smartphone app and with a single invoice.

Developed and tested in Gothenburg, Sweden’s second largest city, UbiGo procures urban travel in volume from operators, repackages the offer and delivers it as combined mobility to users from a single platform. Users are charged with units deducted for use of mobility services, similar to how SMS, surf and phone calls are charged under flexible mobile phone subscriptions.

During a test phase with 70 paying households, over 12 000 transactions were made. None of the participating households stopped using the service and a clear majority want to stay on as customers, the main reason being convenience. UbiGo is currently working on a franchising concept that will allow local partners in large cities to operate the service using the knowledge, concept and brand developed in Gothenburg. UbiGo is co-operating with Ericsson to develop a next generation scalable IT-platform that can be used by UbiGo-services.

“A service like UbiGo acts as ‘grease’ between the ambitions of large cities to limit the use of the car and the need of households and companies to manage everyday life,” says Hans Arby, CEO of UbiGo. “UbiGo focuses on providing a better service than private car ownership can offer, not on convincing people cars are bad.”

UbiGo was developed as part of the Go:smart initiative funded by the Swedish innovation agency, Vinnova. Development is led by Lindholmen Science Park, with partners such as Volvo, Chalmers University, the City of Gothenburg, Viktoria Swedish ICT, Västtrafik and others.

In awarding the prize, the jury applauded the UbiGo project for putting customers’ needs at the heart of its approach to reduce car use and specifically noted “the good potential for replicability”.

Read the ITF pressrelease: