Current design approaches for mobility services do not take important elements of human psychology and motivation into account. OEMs, transport operators and entrepreneurs need to rethink traditional conventions in the light of rapidly changing technology and design. This panel will cover how leaders can find opportunities in the current landscape where sustainable and more human-centered approaches have a greater impact. We will also look at the success factors for profitability of on-demand mobility services and will be discussing challenges and opportunities arising from the blurring of industry lines. This panel is hosted by Andrea Thilo and presented by Accenture, partner of IAA Conference.