PESTEL Analysis of introducing shared micro mobility in Dublin, Ireland

Over the past few years has seen an explosion in the number of micromobility operators and it poses challenges on how cities adapt to these new modes. Cities around the world have had issues with these modes and some cities (e.g. Paris) have removed these modes. This paper will present a detailed policy analysis of shared micromobility for Dublin. This policy evaluation examines the Political, Economic, Social, Technical, Environmental and Legal (PESTEL) aspects of shared mobility. The key point of using the PESTEL model was to determine what operational issues could exist in a city like Dublin looking to expand it’s shared mobility offering. At the time of writing this research, shared mobility services in Dublin city consisted of two car- sharing operators and three bike sharing operators (two of which operated a free-floating system). Some of these operators had been operating in Dublin city for over 10 years prior to this research. One of the main motivations of this research was the increased interest in micromobility (electric scooters etc.) and the global trend of increased use of shared mobility.