Jaime Rodríguez. The Digital Transformation of Mobility

General Manager FREE NOW Spain.

Jaime Rodríguez de Santiago has been the General Manager for Spain at FREE NOW (formerly My Taxi) since June 2019. FREE NOW is the largest European urban mobility company. Prior to this role, he led another mobility leader for over 5 years: BlaBlaCar, which he transformed into one of the most recognized brands in Spain, exceeding 5 million users in the country. Fascinated by technology since childhood, Jaime has built his career around the transformative impact of technology on society. This was precisely the topic he chose for his presentation, which we had the opportunity to enjoy on November 6th.

Jaime began by sharing a personal story of overcoming challenges, which he considers his best introduction. The story starts with him in a small office in Paris, about to have his first interview at BlaBlaCar, after a year filled with failures that led him to close his own company. Little did he know that he was about to embark on one of the greatest adventures of his life, leading him to the professional success he has achieved today. He described this journey as challenging yet rewarding, filled with both difficulties and positive moments.

The next phase, which he is currently immersed in, began just a few months ago when he took the helm at FREE NOW in Spain. This project is also linked to mobility and is something he finds incredibly exciting. He explained, “We are accompanying a traditional sector that has faced unexpected competition and helping them adapt to the digital transformation.”

Jaime explained his decision to start by sharing his personal story. He believes it illustrates two important realities:

The digital transformation is extending into the physical world, impacting various areas beyond just information. His story reflects the work environment of his generation, which entered the job market during a crisis and in the midst of a digital transformation that has brought significant change. Turning his focus to the mobility sector, Jaime discussed how it has been in a constant state of change since its inception. The automobile, upon its invention, became the predominant mode of transportation and even assumed a societal role beyond its utility, defining social status and affecting the air we breathe. However, this trend has been shifting in recent years.

In terms of cities, two key factors play a role:

The pressure generated by increased population, urban congestion, and tourism growth. The rise of technology, leading to mobility alternatives that address these challenges. Looking beyond cities, an important statistic emerges: 78% of journeys between 100 and 800 km in Europe are still made by car, with an average of 1.7 occupants per vehicle, which is clearly inefficient. Against this backdrop, various technologies have converged, enabling companies like BlaBlaCar to develop their businesses. When observing these trends, it’s apparent that the automobile is gradually being replaced in cities by a variety of transportation options.

The pace of change is rapidly accelerating, and Jaime invited the audience to reflect on why this is happening so swiftly. He stated, “Mobility is actually undergoing a transformation that began in the world of content. Digitization began there because information is the easiest thing to digitize.” The result was the emergence of the sharing economy: we seek only the information we need (an article in a newspaper, a query on Wikipedia) without needing to own anything (no encyclopedias, no entire magazines). This concept moved on to the next easiest thing to digitize: music, transforming the way we consume it. Then came video, with the advent of streaming services like Netflix.

This transformation is now extending to the physical world. What happened with content is now happening with mobility, accommodation, and food, leading to profound transformative effects. All these industries are converging onto a single device (our phone or tablet) that continues to improve exponentially due to the convergence of different technologies. In the near future, we will witness:

Convergence in telecommunications as cars begin to connect. Convergence in artificial intelligence. Convergence of the internet, with its unique ability to enable global sharing. Lastly, the convergence of electrification. In conclusion, Jaime Rodríguez shifted to a more social perspective, reflecting on the impact of this transformation on individuals. Due to digitization and the transformation of the economy, manual jobs are bound to disappear. He emphasized, “It’s crucial that we understand versatility and the ability to demonstrate value beyond manual labor. This has shifted from being a way to stand out to becoming the only way to find a job. We need both social and individual solutions to address this challenge: How will I differentiate myself?”