İstasyonsuz Bisiklet Paylaşım Sistemlerinin Yükselişi ve Düşüşü Üzerine

Year 2021, Volume: 8 Issue: 2, 668 - 689, 29.12.2021

Nazan Madak , Ahmet Bardakcı

https://doi.org/10.47097/piar.1026156

Abstract

Tüketicilerin mal ve hizmetlere geçici olarak erişimine internet tabanlı platformlarla imkân sağlayan paylaşım ekonomisi uygulamaları oldukça yaygınlaşmıştır. 2010’lu yıllarda Çin’de icat edilen, herhangi bir istasyona bağlı kalmaksızın kullanılabilir bisiklet paylaşım sistemleri çok kısa bir süre içerisinde uluslararası pazarlara yayılmıştır. Bu harika icat Çin'in dört büyük yeni icadından biri olarak nitelendirilmiştir. Telefona indirilen bir uygulama sayesinde bisikletlerin kilidi açılıyor, yolculuğun bittiği yerde de yine uygulama üzerinden kilitlenip bırakılıyordu. Uygun park yeri arama çabası ve çalınma endişesi elimine edilmişti. Sistem istasyon gerektirmediği için hem yerel idarelerden izin alınması hem de istasyonlar için önemli yatırımlar yapılması gerekmiyordu. İstasyonsuz bisikletler toplu taşıma noktasından sonraki mesafelerde ulaşım sorununa pratik bir çözüm getirdikleri için, aslında çoğu metropolün en büyük ulaşım sorununu çözüme kavuşturmuşlardı.
Ancak bu harika fikrin uygulaması sıkıntısız değildi. Üzerinde düşünülmesi gereken ciddi problemler vardı. Bisikletler özensiz park ediliyordu. Vandallara karşı bir koruma sağlanmamıştı, tahrip edilen bisikletlerin toplanması ve tamir edilmesi gerekiyordu. Pazara girişin kolaylığı, aşırı sayıda bisiklete neden olmuştu, firma hakkında duyulan en küçük olumsuzluk kullanıcıların bir anda üyelik iptali ve depozitoları geri istenmesine yol açıyordu. Marka sadakati oluşturabilecek bir farklılık ortaya konulamamıştı ve ikame ürün fazlaydı. Olumsuz yönler ağır bastı bisikletleri çalışır halde tutabilmek, vandallıkla mücadele edebilme, kullanıcıların duyarlı park etmemesi gibi nedenlerle birkaç yıl içinde dünyanın en büyüğü haline gelen Ofo ve Mobike pazardan çekilmek zorunda kalmıştır.
Haberlerden hareketle istasyonsuz bisiklet paylaşımının serencamını ele alan bu çalışmanın amacı, paylaşım ekonomisi kapsamında ortaya çıkabilecek girişimler için bir vaka çalışması ortaya koymaktır.

Keywords

paylaşım ekonomisi, istasyonsuz bisiklet paylaşımı, Ofo, Mobike

On the Rise and Fall of Dockless Bike Sharing Systems

Abstract

The sharing economy, which allows consumers to temporarily access goods and services through internet-based platforms, has become widespread. Invented in China in 2010s, dockless bike sharing systems quickly spread to international markets. The dockless bike sharing innovation has been described as one of China's four great new inventions. Using an app, bikes are unlocked, and when the journey ends, they are parked then locked via the app. The effort to look for a convenient parking space and the worry of being stolen are eliminated. Since the entire system do not need a dock, any permission from city administration is not needed. In addition, dockless systems are cheaper than station based systems since investments are not required to establish and operate a station. Dockless bikes solve the biggest transportation problem of most metropolises, as they provide a practical solution from public transport to final departures. However, this great idea is not without problems in execution but there are some serious problems to consider. In practice, bicycles were not parked precisely. There was no protection against vandals, destroyed bikes had to be collected and repaired. The ease of entry to the market caused an excessive number of bicycles, the slightest negativity heard about the company caused the users to cancel the membership and demand their deposit back. There is no way to differentiate brands that could create brand loyalty, and there were too many substitutes. The negative aspects outweighed the fact that Ofo and Mobike, which became the biggest in the world in a few years, had to withdraw.
Based on the news, this study, which deals with the venture of dockless bike sharing, aiming to present a case for the initiatives that may launch within the scope of the sharing economy.

Keywords

sharing economy, dockless bike sharing, Ofo, Mobike

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