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Welcome to Ericsson Mobility Day


Hotel Sofitel Dubai The Palm Resort & Spa - The Palm Jumeirah - Dubai - United Arab Emirates
How smart connectivity and Internet of Things can enable the ecosystem needed for new mobility services and automated transport.

Imagine a world without traffic jams, where cars are automated and logistics companies can promise delivery on the minute because they are connected to the shipping containers on the way in from the sea.

This event will focus on how to reach the full potential of Automated Transport - vehicles, travelers, infrastructure and traffic management need to be connected and cooperate digitally in real-time. We are together building the infrastructure, services and solutions to make this world come true. It will only be our collective imagination that puts the limits on what we can do.

In this Internet of Things era, nothing is more valuable than a transformation partner with end-to-end capabilities and industry knowledge. And the transport sector is about to be revolutionized – by being connected, automated by new disruptive mobility services.

Join Ericsson along with thought leaders from transport authorities, cities, private companies and ITS-consultants from Europe, Middle East and Asia to listen to and discuss opportunities and learnings.



08:00 - 09:00 Coffee & Registration
09:00 - 09:30 Introduction & Welcome

Wojciech Bajda
Head of Industry & Society, Middle East
9:30 - 10:00 5G & IoT as Enabler of Transport System Digitalization

Olle Isaksson
Global Head of Strategy Management, Industry & Society
10:00 - 10:30 Connected Transportation

Andrea Petti
Global Head of Transport, Industry & Society
10:30 - 11:30

Coffee Break
EasyMile Demo

11:30 - 13:00

A new approach to mobility
Jan Hellaker, Program Director, Drive Sweden

Evaluating the effects of disruption in transportation to our cities
Dario Menichetti, Middle East & Asia Pacific at PTV Group 

How to adapt to digital transformation
Morsi Berguiga, Head of the Digital Transformation Competence Center MEA, Arthur D. Little

Open discussion
Olle Isaksson, Global head of strategy management, Industry & Society, Ericsson

13:00 - 14:30 Lunch
14:30 - 16:30 Workshop sessions (details below)
16:30 - 16:45 Closing of event

Wojciech Bajda
Head of Industry & Society, Middle East
16:45 Cocktail


Workshop 1 - Connected Automated Mobility

Stefan Myhrberg – Ericsson Global Head of Intelligent Transport Systems Road

Growing Cities are facing huge challenges within traffic and transport. Congestion, accidents and emissions needs to be addressed in a smart way to make the city more efficient and livable. By connecting all modes of transport and establishing joint traffic management, traffic can be managed towards the goals of the city. But there is more: Transport Automation and New Mobility services will open up possibilities to take Transport and City life to a new level.

This session will demonstrate and discuss:

  • What Connected City Traffic Management can bring to large cities
  • How to reach out to vehicles, drivers and travelers – and manage traffic towards city goals
  • How Automated Transport can be a game changer to reach the goals of ambitious cities
  • Live demonstrations from leading cities and projects

Workshop 2 - Seamless Integrated Mobility

Tim Wouda- Ericsson Business Development Manager

On-demand transport and ultimately autonomous cars & buses will revolutionize how people travel. Integrated Mobilty is the way to turn these new developments into a positive change to the transport system and create an enjoyable experience for the citizen. New business models with seamless inter-modal ticketing and account based payments are a cornerstone to this development.
This session will discuss and demonstrate:

  • The evolution of integrated public transport and beyond
  • Best practices of Integrated Mobility deployments
  • How monetization models can create behavioral impact
  • Live demonstration of end-to-end Integrated Mobility

Meet the speakers

Dario Menichetti

Director Project Management & Services, Middle East & Asia Pacific at PTV Group
Dario is a specialist in Transportation Modelling with over 12 years of experience.He has an MSc in Civil Engineering (majoring Transportation Planning), a PhD Candidate, a Chartered Member of the Institute of Logistics and Transport (CILT) and a PMP Certified Project Manager.
During his career, Dario has worked on a wide range of complex, large-scale and diverse transport projects in different countries worldwide where he has also developed a profound appreciation for different cultures and social backgrounds. Specifically for the Middle East, where is based since 2008, he has matured in-depth knowledge and awareness of the local working and social environment and culture.
In his work, Dario always promotes creativity and innovation and he is characterized by strong strategic thinking, charismatic leadership and client focus. He his highly numerate with outstanding analytical and database manipulation skills and has proven records and references for managing and delivering effective and pragmatic transportation modelling solutions leading to tangible benefits in achieving project objectives.
Dario is also a Member of the standing Transport Research Board (TRB) Committee on International Cooperation (A0010) and Co-chair of the Subcommittee 2 (subcommittee 0010-2) which focuses on transferring applied transport research across world regions.

Jan Hellaker

Program Director for "Drive Sweden" - a national Swedish program on automated transportation systems
Mr. Jan Hellaker is the Program Director of Drive Sweden, a national strategic program launched by the Swedish government to coordinate and boost efforts on vehicle automation at the system level.
Prior to joining Lindholmen Science Park which is the host organization for Drive Sweden, Jan spent 25+ years in advanced vehicle research within the Volvo Group, most recently as the VP of Transport Solutions & Services. He was also the founder and first CEO of WirelessCar, a leading telematics service provider. Jan started his career with Ericsson, and earned his M.Sc. in Electrical Engineering from Chalmers University of Technology.

Morsi Berguiga

Associate Director in Arthur D. Little Head of the Digital Transformation competence center of Arthur D. Little Middle East
Morsi Berguiga is an Associate Director in Arthur D. Little, a global strategy and management consulting firm with a strong focus on Innovation.
He has 16 years of professional experience both in consulting, investment management and innovation policy with a strong focus on topics such as digital transformation and smart city. Morsi advised clients in the transportation, telecommunication and real estate industries in Europe and the Middle East to anticipate and adapt to the digital economy challenges. 
Before joining Arthur D. Little, Morsi worked as a Director in the French National Investment Agency where he was in charge of the digital economy stimulus plan.

Olle Isaksson

Head of Strategy Management for Industry & Society, Ericsson
Based in Stockholm Olle Isaksson manages the global strategy development for the Industry & Society Customer Group.
He has more than 25 years of experience from business development in the Information and Communication Technology (ICT) industry where he has held a number of management positions in Product Management, Marketing, Sales and Supply Chain Management with the core focus to deploy mobile ICT solutions on needs from enterprises globally.
Today´s focus is on defining and deploying strategies for Internet of Things (IoT) technologies in industry solutions. He is also member of the European Commission's ITS Advisory Group and member of the boards of: ERTICO, ITS Sweden, RISE Viktoria research institute and The Forum for Transport Innovation. He holds an MSc in Industrial Engineering and Management from the Institute of Technology at Linköping University.

Wojciech Bajda

Head of Industry & Society, Region Middle-East, Ericsson
Wojciech Bajda joined Ericsson in Poland in year 2000 as a Sales Manager.
During his tenure in Ericsson, he has taken on different sales position including Key Account Manager for T-mobile, the biggest Ericsson account in Poland. In 2009, Wojciech started his international assignments with Ericsson and worked in Africa running Orange and Millicom Accounts.
In 2013, he moved to Ukraine and led Ericsson business in Eurasia consisting of 11 countries from Belarusia to Mongolia.Wojciech Bajda graduated with MSc. In Electronics from Technical University of Lodz in Poland in 1999 and has completed MBA at University of Bradford UK in 2005 along with different leadership courses including London Business School and Boston University Questrom School of Business.As of January 2017, Wojciech has been appointed Vice President and Head of Customer Unit Industry & Society within Region Middle East.

Andrea Petti

Vice President, GLOBAL Head of Intelligent Transport Systems, Customer Group Industry & Society
Andrea Petti leads the Intelligent Transport Systems Industry Practice focusing on the fast growing areas of Rail, Metro, Road, Transport Terminals and Mobility Services. Under his responsibility, Ericsson intends to become a leading partner and enabler for digital transformation to global Transport Operators and Mobility Service Providers.
Before his current assignment he has been leading Ericsson's Enterprise Business in the Middle East where he has delivered three-fold increase in revenues.
Prior to Ericsson Andrea served as Principal with Booz & Co. where he advised major holdings on operations turnaround and M&A. Prior to Booz & Co. he has served as Chief Strategy and Marketing Officer with Avea, a Telecom Italia Mobile Company in Turkey, where he contributed to successful launch of operations achieving positive cash flow before the company was sold to Saudi Oger Group.
Andrea has been at Ericsson since 2011. Heholds a Master of Science in Business Administration at LUISS University in Rome.



Hotel Sofitel Palm, Dubai

Hotel Sofitel Dubai The Palm Resort & Spa - The Palm Jumeirah - Dubai - United Arab Emirates