In the last twenty years, organizations have been increasingly asked to contribute to global challenges. Some of the numerous requests are to combat climate change, the pollution decrease, and energy issues. In this field, the strategic challenge to be overcome is changing the business concept from a mere creator of economic value to a producer of shared value. In this sense, the context of Smart Mobility (SM). Through a case study with five purposive samples of Smart Mobility start-ups, an expert in strategic innovation, sustainability management, and business model innovation, and an innovative project evaluator, the research analyzes the values generated at an ecosystem level, with a reflection on Venice (Italy), the world capital of sustainability. Specifically, flexibility, efficiency, sustainability, safety, satisfaction, and image are explored in depth. Furthermore, the problems that operators and users have to face are discussed. The results of our study confirm what is present in the literature: SM increases mobility, offers flexibility, and guarantees greater capillarity and customization of the service, broadening the field of analysis and suggesting proactive actions. The article contributes to understanding how some obstacles/problems slow down the development of Smart Mobility and its widespread diffusion. Finally, the paper reflects on how Venice can be an example and cradle of innovative solutions, also in the SM field.
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