Communication Strategy for a Kick-sharing Service

Kicksharing is a short-term electric scooter rental service using a mobile app. The use of electric scooters has demonstrated the potential to reduce traffic congestion by reducing trips by motorized vehicles and shortening travel time compared to other active modes of transportation such as walking or cycling. The Russian kickshare market has maintained a steady growth trend over the past 6 years, which industry experts expect to continue . As of 2023, the electric scooter fleet in Russia has grown by 67% year-on-year to 192,000 units and the number of unique users has reached 15.5 million as of 2021. About 21 million people used electric scooter rental services in Russia in 2023. The goal is to develop practical recommendations for interaction with authorities and public opinion for the communication strategy of electric scooter rental services. Today, the electric scooter rental market is regulated not only by traffic rules, but also by regional and municipal regulations. The legal field of the market has been in a state of turbulence in recent years due to statements in the media by a number of legislators, as well as proposals and legislative initiatives to strengthen regulation, despite the fact that electric scooters have been classified as means of personal mobility since March 1, 2023. Therefore, one of the objectives of the project work will be to describe the potential and identify the risks associated with the regulatory framework of the market. Kicksharing market in Russia is closely related to issues such as lack of transportation infrastructure, reduction of traffic jams, and reduction of carbon footprint. In addition, electric scooters contribute to the development of regional economies. All these factors are in line with the National Goals of Russia, which were approved by the President in May 2024 for the period up to 2030 and in the future up to 2036 (national projects "Infrastructure for Life", "Efficient Transportation System", "Environmental Wellbeing") . This work has allowed us to draw conclusions about the development of the electric scooter rental market from both user and government perspectives. The results of the work have shown that there is a need for appropriate infrastructure, an extensive network of bicycle lanes, as they affect the safety of road users, as evidenced both by the opinions of users of kicksharing and the data of specialized authorities. Addressing issues related to infrastructure will strengthen the position of electric scooters as a means of transportation, as well as ensure the development and operation of an effective micro-mobility service using electric scooters. Also, the notion of safety is closely linked to quality education of service users. Legislatively adopted initiatives and regulations do not have a proper impact on road users, therefore preventive education activities should be carried out for both current users and future users. Adoption and implementation of legislative regulation on the one hand opens up potential for market growth, on the other hand it generates new risks and restrictions. Therefore, it is important for businesses to actively participate in policy development, compliance with legislation, ensuring road user safety and supporting government initiatives, thus demonstrating their willingness to achieve positive change and contribute to the sustainable development of the industry.