Parkey – Your key to parking and EV-Charging in Vienna

EXECUTIVE SUMMARY 

Goal 

The project aimed to translate VIG’s Smart Mobility ambitions into a concrete and actionable strategy. Its primary objective was to identify a high-potential Smart Mobility solution that enables VIG to expand its brand presence and create new customer touchpoints beyond traditional insurance products. The focus was on developing a proof-of-concept tailored to the Viennese market, designed as a scalable blueprint for VIG’s broader European B2C operations. 

Methodology 

To provide an evidence-based foundation for VIG’s potential entry into the Smart Mobility sector, a multi-stage methodological approach was applied. The process began with a Status Quo Analysis of Vienna’s mobility landscape, complemented by primary research involving 25 street interviews and expert consultations with key stakeholders (AustriaTech, AIT, and the Mobility Agency of Vienna). To identify scalable business models, a Best Practice Analysis of 50 international cases was conducted. 
The resulting solution, Parkey, was derived through a gap-mapping technique and validated via UX prototyping, value capture analysis using a Business Model Canvas, five-year financial modelling, risk assessment, concluding with a concrete implementation pathway. This ensured that the final recommendation is commercially viable and fully aligned with VIG’s long-term strategic objectives. 

Results 

The central recommendation of this project is Parkey, an app-based hybrid B2B/P2P platform that serves as an integrated “All-in-One Ecosystem” for finding, reserving, and paying for parking and EV charging in Vienna. The platform’s core differentiator is embedded insurance: by seamlessly integrating VIG’s risk protection (e.g., charging damage, liability) directly into the booking process, Parkey establishes a superior level of marketplace trust. Strategically, Parkey aligns with the “VIG 25” program by increasing digital customer touchpoints and generating high-quality mobility data for future telematics and sustainability initiatives. The financial model demonstrates strong scalability: Through a combination of transaction commissions and insurance-linked revenues, the project is projected to reach Break Even by early Year 3, targeting a market penetration of 8–10% (~20,000 active users) by Year 5. Implementation follows a four-phase roadmap, focusing on a city-wide launch to achieve immediate scale, targeting high-pressure hotspots before progressing to an international rollout. 

Cooperation Partner 

• ​​VIENNA INSURANCE GROUP (VIG) 
  Schottenring 30 
  1010 Wien 
  Austria 
  https://group.vig/​ 

​​Contact Person​ 

• ​​Tamer Yigit 
  Head of Ecosystems 
  tamer.yigit@vig.com​ 

• Zsofia Csendes 
  Mobility Ecosystem 
  zsofia.csendes@vig.com 

Student Team 

• ​​​Becker, Tjarden-Elias 

• ​Mitterlehner, Paul​​ 

• Overbeck, Hugo Peter Dietrich 

• Schindler, Simon 

• Tangara, Alex-Radu 

• Zavadil, Michal 

Project Manager 

• ​​Fabian, Caroline, M.Sc. (LSE), M.Sc. (Eng.) 

• ​Mazzucato, Melina, M.Sc. (WU), M.Sc. (NOVA)