Innovation in micro-mobility

One of the challenges for global micro-mobility innovators is entering a new market, especially in Melbourne where consumer experiences with similar products had been less than ideal. 

For Lime, the purchase of Uber’s Jump division of e-scooters in 2020 heralded a new era. There was innovation for additional safety, to provide an improved customer experience and to integrate seamlessly with existing infrastructure – and then a desire to relaunch in Australia starting with the Melbourne market. 

H/Advisors APA worked with Lime to secure a one-year trial arrangement with three inner city local government areas – Melbourne, Yarra and Port Phillip. If successful, the arrangement will become more permanent. 

Safety is Lime’s top priority, and the trial is supported by strict guidelines and genuine collaboration with the local community, government and authorities. Riders cannot use footpaths, must wear a helmet and must give way to pedestrians. They must also observe standard road rules, meaning they cannot be under the influence of alcohol or drugs, or operate a mobile phone while riding.   

After extensive media coverage, the first week of the trial saw more than 1,200 riders unlock the scooters by using the Lime app. They were overwhelmingly positive about their experience.

It has been described by Melbourne Lord Mayor Sally Capp as “one of the most successful e-scooter trials worldwide”, with an average 8,600 e-scooter trips per day as the city embraces the benefits of sustainable and fun modes of transport.

Lime operates 3,500 e-scooters across Australia and New Zealand since launching in Brisbane in 2018.