Assessing the opportunity of launching an urban mobility-related application, and defining the services and technical tools as well as the business operating model Challenge The bank’s innovation center had been studying the possibility of launching an application related to the urban-mobility concept. This application focused around the concept of multimodal transportation, but it was necessary to understand in depth the value proposition of the ideas that had arisen. The client contacted Arthur D. Little with the aim of selecting the most attractive ideas and where the bank could add a differential value, based on studying a variety of potential locations within the bank’s footprint. Approach As a first step, Arthur D. Little conducted a series of interviews with selected personnel fro

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