EARLIER this year, Singapore-based Neuron Mobility announced that it would be equipping its entire fleet of e-scooters in Melbourne with front-facing, AI-powered cameras. This “ScootSafe Vision” system enables e-scooters to detect riding on footpaths, which is not permitted in some cities. While other operators are testing similar technology, Neuron’s upcoming launch marks the first large-scale deployment across an entire e-scooter fleet in a major city.
Such innovation reflects the forward-thinking mindset that the company’s co-founder and CEO Zachary Wang has instilled at Neuron, which has rapidly grown from a local tech startup to a global leader in micromobility solutions, recognised for its safety innovations and partnerships with cities around the world.
Wang was the winner of EY Entrepreneur of the Year award for mobility.
Neuron Mobility’s origins trace back to 2016 when Wang and co-founder Harry Yu launched the world’s first docked e-scooter sharing system in Singapore. The aim was to provide an efficient, environmentally-friendly alternative for urban travel.
“The micromobility industry as we know it today did not really exist back then, so in many ways we had to pave the way as there were very few guidelines or other operators to learn from,” Wang recalls.
In 2017, Neuron Mobility introduced its first e-scooter in Singapore, before expanding to Thailand and Malaysia a year later. However, these early ventures met with challenges that eventually led to Neuron’s exit from these markets.
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Undeterred, Wang and his team examined the setbacks to refine their approach. Neuron shifted its focus to more regulated markets with established infrastructure for micromobility, such as Australia, New Zealand, and Canada, markets where it has risen to become the leading rental e-scooter company.
“We made the strategic decision to concentrate our efforts on launching in more regulated markets with higher disposable incomes and where there was better infrastructure for e-scooters and e-bikes,” says Wang.
He adds: “Working for a startup in a new industry provides numerous opportunities to fine-tune the strategy, and our team is accustomed to adjusting and pivoting when faced with a challenge or an opportunity.”
Unlike many of its competitors, the firm designs and builds its e-scooters in-house, which gives it greater control over innovation and allows it to adapt quickly to local market needs. “Designing and building our own e-scooters and the systems that run them enables us to innovate quicker and more efficiently than some other e-scooter operators that rely on buying in technology,” Wang says.
Safety first
Safety remains key to Neuron’s identity and business model. To this end, Wang and his team have developed unique features that enhance rider and pedestrian safety. For instance, Neuron’s “Helmet Lock” secures helmets on the e-scooter, reducing the chances of helmet loss or theft, while its “Topple Detection” system alerts Neuron’s operations team if an e-scooter is left on its side, addressing accessibility concerns for pedestrians.
Furthermore, the company’s “Voice Guidance” feature educates new riders, and an “Emergency Button” can automatically contact emergency services if a rider has an accident.“Safety is at the heart of what we do at Neuron, it dictates our product design and how we integrate into cities. It is a major focus for us, and it has allowed us to lead the industry when it comes to safety,” Wang says.
Navigating regulations
One of Neuron’s biggest challenges is dealing with different regulatory landscapes across the diverse markets it operates in. As e-scooters are relatively new in many cities, they often face scrutiny from residents, media, and regulatory councils.
“There can be a tendency for relatively rare issues to be over-reported when compared to bicycles, for example, and sometimes e-scooters unfairly get bad press,” Wang explains. This has led to some authorities suggesting regulations that do not encourage rider adoption, like strict curfews or limiting riding areas.
To address this, Neuron partners closely with local councils, advising them on balanced policies that enhance micromobility’s benefits without compromising public safety. The firm also works to highlight the positive impact of its e-scooters in cities.
By replacing car journeys, for instance, the scooters help reduce emissions and alleviate urban congestion. Neuron’s e-scooters also boost local economies by encouraging riders to explore and engage with nearby businesses. According to Wang, research indicates that two-thirds of Neuron trips lead to a local purchase, and in Australia, each e-scooter contributes around A$70,000 annually to the economy.
The road ahead
Innovation continues to drive Neuron’s forward momentum, especially in the AI space, which has powered solutions such as ScootSafe Vision. The company is also eyeing expansion in new markets, even as it deepens its presence in existing ones.
For entrepreneurs entering the mobility space, Wang urges them to focus on solving real problems to stay nimble in an ever-evolving industry. “Launch quickly, gather feedback from customers and stakeholders as you go, and use data analytics to continuously improve and adapt,” he advises.
Building the right team is equally critical, as Wang has seen firsthand how a committed team can overcome challenges. “Recruit the best people you can, get them excited about the company’s mission, and empower them to carry it out to the best of their abilities.
As cities continue to seek sustainable transport solutions, Neuron’s role in the sector is poised to expand, guided by Wang’s commitment to safety and innovation.
