Digital business models for Deutsche Bahn in the context of WIFI@DB

Case Study

Background

The expansion of the WLAN infrastructure is a central project for the future of Deutsche Bahn. Continuous Internet access along the travel chain is to be ensured throughout Germany. In this context, Deutsche Bahn sought support for the expansion of the WLAN infrastructure. In addition to the actual technical implementation, questions arose about a possible refinancing of this infrastructure investment through different business models.

In order to determine the status quo, eStrategy Consulting conducted a study on free WLAN projects in the first step of the project. Subsequently, the plausibility of different digital business models along the customer journey was evaluated and prioritized, and initial concepts for piloting were created.

„Mit WIFI@DB werden unsere Züge noch ein Stück mehr zum verlängerten Wohnzimmer oder zum mobilen Büro. ‚Seamless connectivity‘ bedeutet mehr Komfort für Pendler und Geschäftsreisende, die im Zug, am Bahnhof und der DB Lounge durchgängig surfen können und sich auch für die Rückfahrt nicht erneut einloggen müssen.“

Prof. Sabina Jeschke, DB-Vorstand für Digitalisierung und Technik

Objectives

For the federal government as the owner of Deutsche Bahn, the goal was to improve the digital infrastructure and increase customer benefits in the area. For Deutsche Bahn, the goal was to cover the investments as far as possible with revenues based on this digital infrastructure.

Solution

During project planning, particular emphasis was placed on the design of different piloting concepts. In response to the question of creating an adequate basis for decision-making for the complex company Deutsche Bahn, with very many contact points and channels for millions of customers, a convincing solution was worked out by consolidating the various pilot approaches.

Results

In the first phase of the project, we focused on creating a study of free WLAN projects in Germany. In a further step, we created an overview of infrastructures and pilot concepts within Deutsche Bahn. Based on this, a targeted and extensive preparation of the tender for the technical implementation of WIFI@DB was required, which we led. This was followed by the evaluation and presentation of more than 20 business models for refinancing WiFi@DB. The final implementation of the WLAN project took place in September 2020. Today, WIFI@DB is the largest free WLAN network in Germany and based on this, different services are offered to the customer.

Our Role

The central challenge for eStrategy Consulting was to develop innovative business models for the customer and to create a valid basis for decision-making. Our role ranged from the preparation of a study on municipal or local projects for free WLAN (providers, business models, infrastructure providers, etc.) to the analysis of more than 20 business models in the context of WiFi@DB, including a description of the business model as well as an evaluation of the BCase logic and the potentials. Other activities included the internal recording of infrastructures and evaluation of pilots (e.g., with S-Bahn Hamburg) and the processing of the results and preparation of workshops and discussions with the BMVI.

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