Micromobility and municipal regulatory changes : the case of eCooltra

Abstract

Micromobility represents an important development in shared urban mobility. However, as happens with every disruptive economic activity, regulators find themselves with the urgent need of establishing a legal framework that balances the interests of operating companies and the needs of users while protecting the citizens. This is what eCooltra is experiencing nowadays. The firm, whose activities are carried out in Barcelona and Milan, among other European cities, is seeing how it is subject to a licensing scheme in Barcelona while it finds itself with a more beneficial legal environment in Milan. These realities, and the evolution of the processes deriving from them, will impact the firm’s business plan in several parts. The main objective of this study is to understand how these regulatory environments affect the firm and what impact do they represent to key areas of its business plan. Lastly, recommendations are drawn for the firm in order to respond to the environment challenges.