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Insights and news from the ATOM Mobility team

We started our blog to share free valuable information about the mobility industry: inspirational stories, financial analysis, marketing ideas, practical tips, new feature announcements and more.

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White label vs franchising: Which model is right for your mobility business?

🛵 Thinking about launching a mobility business? One key decision can shape your entire growth path: go with a franchise or build your own brand with a white label solution. 🔍 This guide breaks down the pros and cons of each model – and shows how you can even grow your own partner network under your brand with ATOM Mobility’s white label platform.

April 25, 2025

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White label vs franchising: Which model is right for your mobility business?

Starting a new mobility business comes with many decisions, but one of the most important is choosing the right model for growth. Whether you're thinking about launching an electric scooter fleet, a ride-hailing app, or car sharing in your city, there are two main paths to consider: joining a franchise or building your own brand using a white label solution.

Both models offer clear benefits – and both have downsides. What works best depends on your goals, experience, and long-term vision.

What is franchising in mobility?

Franchising means joining an existing brand and operating under their name, systems, and technology. For example, a local taxi fleet might become a Bolt ride-hailing partner, gaining access to Bolt's technology, user base, and reputation. Similarly, in the micromobility space, some brands allow local entrepreneurs to launch electric scooter or bike-sharing services as franchisees.

This model is popular because it can significantly reduce the time and effort needed to launch. Instead of developing your own technology, brand, marketing strategy, and operational systems, you get a package, a “ready to use” business, from a brand that already knows the ropes.

Franchising: Pros and cons

The main advantage of franchising is speed and simplicity. You don’t need to build everything from scratch. You operate under a recognized name, which can make marketing easier. Often, you also get operational support and a clear playbook to follow.

But there are also downsides. As a franchisee, you don’t fully control the brand, customers and the technology. You may have limited flexibility to experiment or adapt the service to your local needs. Franchise fees or revenue sharing models can also reduce your profit margin. And if the brand suffers reputational issues elsewhere, it can impact your local business – even if you’re doing everything right.

Real-world examples of successful micromobility franchises:

LEVY, an US-based electric scooter-sharing company, has successfully expanded through a franchise model by partnering with local operators across USA. Entrepreneurs can launch and operate Levy-branded services in their cities, leveraging LEVY’s tested software, hardware, and operational know-how. This model has helped LEVY scale quickly while maintaining a consistent brand and service quality.

Nextbike, based in Germany, is one of the world’s leading public bike-sharing providers. It works with cities and franchise-like partners to operate local services under the Nextbike brand. These partners handle operations on the ground, such as maintenance and customer service, while benefiting from Nextbike’s established platform, brand, and international experience. With a presence in over 300 cities, it’s a clear example of how a micromobility business can scale through distributed partnerships.

What is white label in mobility?

A white label solution allows you to launch your own mobility platform – under your own brand – using someone else's ready-made technology. This means you can create a ride-hailing app, car-sharing service, or scooter fleet that looks and feels 100% yours, but without needing to build the software from scratch.

If you’re not familiar with how white label works, here’s a good explanation.

With white label, you take ownership of your brand and operations, while leveraging reliable, tested software that’s been used in dozens of markets. You’re not just a local operator – you’re the brand owner.

White label: Pros and cons

The biggest benefit of a white label approach is independence. You control the brand, the marketing, pricing, partnerships, everything. You can build a unique business that reflects your vision and local market needs. There’s no revenue sharing or ongoing franchise fees.

However, white label also means more responsibility. You have to manage marketing, customer support, local partnerships, and operations yourself. While the software is provided, the business is yours to run. It requires more involvement but also brings more potential reward.

3 reasons to choose your own white label platform

Complete control over everything: Unlike a franchise, where key decisions are made by its owner, you’re in charge of everything - from choosing the name, branding to allocating budgets and setting up a supply chain.
Flexible operations: There’s no universal solution that works equally well for all entrepreneurs. By starting your own project, you can better adapt to the local market needs, customer requests, and even changes in legislation. To launch a new app feature or adjust pricing, you won’t have to go through layers of approvals - you are the only decision-maker.
Faster growth opportunities: For example, by attracting investments, launching crowdfunding, increasing your fleet, making additional investments in advertising, or even launching your own franchise.

Choosing the right model for your mobility business

If you want a fast, low-risk way to enter the market with support and clear systems, franchising may be a good fit – especially if you’re new to mobility or want to test the waters.

If you want to build a long-term business under your own brand, with full control and higher potential margins, white label is likely the better option. It gives you room to grow and adapt without being tied to someone else’s rules.

Many successful businesses start with white label software to speed up their launch, then focus on building a strong local brand and user base. Over time, this approach can offer more strategic freedom and better returns.

You can even build your own franchise using ATOM white label

One advantage of choosing a white label provider like ATOM Mobility is that you’re not just building for yourself. With ATOM’s platform, you can also expand by inviting partners to operate under your brand in other cities or regions.

This means that you can launch as an independent operator and, over time, create your own franchise-style network. ATOM’s software allows you to add partners to your platform, assign them specific territories, limit access to data, and manage operations from one central system. Your partners operate under your brand – and you stay in control of the bigger picture.

This is exactly how several of our clients have grown. They started locally, proved the model, then expanded by partnering with others – all without giving up their brand or independence.

Both franchising and white label are valid ways to launch a mobility business, and both come with clear advantages. But if your goal is long-term brand ownership, flexibility, and the ability to scale on your own terms, white label is often the smarter path.

With ATOM Mobility’s platform, you can launch fast, operate efficiently, and even build your own network of partners under your brand – creating a franchise model that works for you.

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5 things to keep in mind when choosing your vehicle-sharing fleet for the 2023 season

Whether you're an experienced mobility veteran or a first-time entrepreneur, there are several things you need to keep in mind when choosing or upgrading your fleet for the 2023 season – be it cars, ebikes, or scooters.

March 20, 2023

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In 2023, we'll see cities and countries implement stricter mobility management regulations and new safety requirements. Customer expectations will continue to grow in tandem with rising competition. And technological advancements will push the electric mobility industry to new heights.

To stay competitive and meet customer demand in terms of both quality and quantity, it's crucial to not only choose the right fleet for your business, but also carefully manage the related decisions that come with such an order. This will help you avoid running into unwelcome surprises both in the short- and long-term.

Here are the aspects to keep in mind when choosing your fleet this year:

1. Shipping prices are lower than last year

Following a hectic 2022 for logistics, 2023 brings good news for businesses – shipping prices have come down significantly and supply chains are finally starting to show some stability.

Recent research indicates that there has been a significant decline in freight rates, reducing shipping costs by up to 50% compared to last year's peaks. The falling cost of shipping provides mobility businesses with the opportunity to make better use of their resources and can even make a significant difference in business viability.

That said, it's difficult to accurately predict the trajectory of shipping prices going forward. Previous years have been characterized by perpetual instability and there is a possibility that costs may rise again due to global events. Hence, shipping expenses should be top-of-mind when considering ordering new vehicles, particularly from overseas.

2. Choosing vehicles: you get what you pay for

It may be a smart idea to reinvest the savings from falling shipping costs into the vehicles themselves. While cheaper brands might look appealing, bear in mind that they typically require more maintenance than their more expensive counterparts.

Accordingly, a larger upfront investment into more durable and reputable vehicles may pay off in the long run, as you benefit from reduced need for maintenance and the labor that comes with it. Better durability also means a longer vehicle lifespan.

For example, some of the largest shared e-mobility operators purchase their fleet from OKAI, which vehicles are known for their durability and can be ordered from the company's warehousing facilities in Europe. Segway and Feishen are two other Chinese manufacturers that also provide stock from their European warehouses. If you prefer EU-manufactured vehicles, you may want to consider the Estonian scooter manufacturer Äike.

Cheaper models may still be a fantastic option for first-time mobility entrepreneurs aiming to validate their business idea. However, anyone in it for the long haul should carefully weigh the risks and benefits of large investments in lower-end models.

That said, if buying a brand-new fleet is too costly for your business, consider used vehicles that were previously owned by other operators in the EU. It can be a more cost-efficient alternative for operators just starting out. Check out our vehicle marketplace, reach out to us, and we'll help you put your fleet together.

3. Regulations will change and your fleet must adapt

The micromobility industry has long been loosely regulated, but now this is quickly changing. This year, we can expect new and stricter requirements, especially when it comes to kick scooters. And you must be ready to adapt your fleet to meet these emerging requirements.

In other words, along with swappable batteries and a durable design, things like scooter modularity and adaptability will become more important than ever before. These features are crucial not only for integrating new technologies as they emerge, but also in their ability to comply with newly introduced regulations.

For instance, the growing movement to make helmets a requirement with kick scooters should lead you to consider models that either have these locks, or can be retrofitted to add them. Otherwise, you may find yourself with an unusable fleet.

4. Invest in spare parts ahead of time

Researching and purchasing extra batteries and recommended spare parts beforehand can help reduce downtime and ensure that your fleet is always ready to perform at maximum efficiency. “Getting at least a 50% share of spare batteries along with the initial order is a good idea,” suggests Dominik Graaf, advisor at FEISHEN New Mobility.

Dominik also highlights that, when it comes to spare parts, it's better to stock up on extra ones, than to find yourself with an incapacitated fleet for months as you wait for critical parts to be shipped. The best way to determine which and how many parts you need is to ask your manufacturer of choice.

Manufacturers typically have comprehensive metrics about the performance of their own products – they know the weak points, they know the lifespan, and they know the most common issues. Accordingly, they're uniquely positioned to make good recommendations about spare parts and often offer pre-made packages along with the initial order. You can expect the cost for spares to be around 2-5% of the value of the scooter.

5. Understand the associated costs of importing vehicles

If you've been researching manufacturers and their prices, you'll probably have reached the conclusion that it's cheaper to order from overseas than buy locally. There are significant price differences between, for example, buying scooters in the EU vs Asia, even when purchasing from the same manufacturer.

But the price of the vehicle is only half the story.

According to Dominik Graaf, the reason for the price difference is import-associated costs – when ordering from Asia, you will have to bear all the costs for shipping, customs, and delivery. Not to mention the hassle of managing the entire process. Whereas when you buy from a European warehouse, the bulk of these costs have already been paid by the manufacturer and are accordingly priced into the scooter or other vehicle.

Once this is accounted for, the price difference falls sharply.

Moreover, buying in Europe confers various other advantages, the most important being dramatically shorter lead times, reducing the time until you see the first scooters from months to weeks. Additionally, it gives you a local contact point, as well as simplifies accounting and other managerial processes.

Do note that, at the end of the day, it may still prove cheaper to buy from overseas. However, unless you've got the experience and tenacity to deal with international shipping and its related headaches, we recommend starting as locally as possible.

Bring it on, 2023

To summarize – we're at a unique time when falling costs offer more businesses the option to consider longer-term investments. Be it more durable scooters or well-stocked backup parts, now is a good time to be forward-thinking.

With the right fleet and the right mobility platform and software, your business will be well-positioned to navigate the challenges and opportunities of the 2023 season.

If you're looking to purchase vehicles for your mobility-sharing business, start with exploring ATOM Mobility's vehicle marketplace.

Need help or advise on business, software, or vehicles? Let's talk!

Case study

ATOM Mobility drives Wheelz into new horizons

Wheelz: launching car-sharing in Ghana

ATOM Mobility drives Wheelz into new horizons

“Upon our initial interaction with ATOM Mobility, we were immediately drawn to their interface and impressed by the quality of their customer service.”

Car-sharing company based in Ghana.

March 9, 2023

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“Upon our initial interaction with ATOM Mobility, we were immediately drawn to their interface and impressed by the quality of their customer service. Throughout the process, they exhibited great flexibility in their approach and were able to assist us with any difficulties we encountered.”

– Deroy De Bordes, founder of Wheelz

Launch date: October 2021
Country: Ghana
Web page: https://wheelzgh.com
App Store: https://apps.apple.com/lt/app/id1590136064
Google Play: https://play.google.com/store/apps/details?id=wheelzgh.app

Wheelz was founded by Deroy De Bordes – an entrepreneur with a diverse background in business, including experience in HR and property development. Originally from Ghana, West Africa, he realized the potential of expanding into emerging markets while residing in the UK. During a trip back to Ghana, he recognized a potential market opportunity for a car-sharing service company.

During that time, traditional taxi services and a laborious car rental process that required your physical presence were the main options for customers in the country. The founder saw the opportunity to fulfill an unmet demand through the creation of a car-sharing service – which led to the launch of Wheelz.

In preparation for the launch, they evaluated multiple software providers and eventually went with ATOM Mobility. According to Deroy, they chose ATOM Mobility because of its superior customer service and user-friendly interface. Its integration with Geotab's fleet management platform was also a significant factor.

Overcoming implementation hurdles

In the process of starting their business, Wheelz faced numerous challenges that required careful consideration and planning.

The company's journey began in the early 2020s when they traveled to Ghana to investigate the local market, identify any potential risks, and gain a thorough understanding of the relevant local laws and regulations.

As a company that heavily relies on connectivity, Wheelz had to address the associated risks of providing convenient and accessible services to its customers.

One significant challenge Wheelz faced was the unique characteristics of road infrastructure in Ghana compared to Europe. This situation necessitated the establishment of safe roadside parking zones, especially as many houses in the target market have gated compounds. To prevent any potential disagreements with other customers and ensure safety, Wheelz had to remind people not to park within these compounds.

Additionally, people may park on backstreets or narrow roads, potentially causing damage or injury to the vehicle. Therefore, Wheelz took extra caution in selecting parking zones and worked closely with their team to identify suitable locations within 10 to 15 minutes of each other. This effort aimed to ensure customers' easy access to their services.

Disrupting traditional services

Introducing a new product to the market posed a significant challenge for Wheelz, as it was unlike the traditional car hire services that customers were accustomed to.

“Our concept was new in a way that it depended solely on smartphones as the main way of accessing our service. The first thing we had to do was test the technology thoroughly to ensure its stability and security before it could be deployed in the field. Then, we needed to familiarize potential customers with the app's functionality.” – Deroy De Bordes

For marketing purposes, the company used a multi-phase approach. The first phase focused on creating brand awareness through billboards, radio, and television ads. The second phase involved marketing campaigns on various platforms, including YouTube, Google, Instagram, Facebook, and banner ads. This generated a significant amount of interest in the product.

Wheelz's pricing strategy was significantly more competitive than traditional taxi services. For instance, a one-hour journey in their most affordable vehicle costs 60 Ghanaian cedi, while a half-hour ride in a traditional taxi would cost around 50 to 60 Ghanaian cedi. This pricing strategy proved to be an attractive offer, as customers sought value for their money.

"Essentially, customers who choose Wheelz can get twice the travel time for their money," Deroy explains.

By introducing this new product and pricing strategy, Wheelz established itself as a disruptor in the market. Now, as the company continues to grow and expand its services, they remain committed to providing excellent customer service and safe, reliable transportation to its clients.

“Though we faced early obstacles, we persevered. Today, our innovative approach to car hire services has earned us a favorable standing in the market.” – Deroy De Bordes

Moving forward: plans for ongoing improvements and expansion

The success of Wheelz thus far has not led to complacency, and the company has no intention of resting on its laurels. In May 2023, they have plans to participate in a trade show in Ghana – this will allow the company to promote its brand and explore the possibility of expanding into new markets across Africa. They are also considering a franchise model to facilitate their expansion efforts.

Wheelz also plans to expand to other cities in Ghana, including Kumasi, Tamale, Takoradi, and Cape Coast. Each of these cities will have a minimum of 10 cars assigned to them. But in the nearest future, the plan is to explore opportunities to increase the number of parking zones across the capital city, Accra.

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7 key features to look for in corporate car-sharing software

Corporate car-sharing schemes are becoming an increasingly popular way for companies to provide transportation for their employees while also reducing costs and improving sustainability. In this blog post, we'll look at the benefits of corporate car-sharing schemes and how ATOM Mobility software can help companies deploy their own car-sharing scheme for their employees.

January 4, 2023

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What is corporate car sharing and how does it work?

Corporate car sharing is a transportation solution that allows companies to provide access to a fleet of shared vehicles for their employees. Employees can reserve a car for a specific time period and use it for business-related travel. The cost of the rental is typically paid for by the company.

There are 2 main ways that corporate car sharing can be implemented:

Company-owned fleet: The company can use its existing fleet, or purchase and maintain a fleet of vehicles specifically for sharing. Employees can reserve and use the vehicles as needed.

Car rental partnership: The company can partner with a rental car company to provide access to a fleet of vehicles for car sharing. Employees can reserve and use the vehicles as needed.

In both cases, the company will need to set up the software for managing the car-sharing scheme, including reserving and booking vehicles, tracking usage, and handling payment processing. This can be done through an ATOM Mobility software platform.

What challenges corporate car sharing solves

Corporate car sharing can help to solve a number of challenges that companies may face:

Maximize fleet utilisation and minimise fleet size: The high cost of owning and maintaining company vehicles can be significantly reduced. Companies can save money on car expenses such as purchase, maintenance, and insurance by using a car-sharing scheme to consolidate their current fleet size and maximise fleet utilisation.

Limited parking availability: Car-sharing schemes can help to reduce the number of company-owned vehicles, which can be beneficial in situations where parking is limited or expensive.

Environmental concerns: Car-sharing schemes can help to reduce carbon emissions and other environmental impacts of transportation.

Employee mobility: Car-sharing schemes can provide employees with access to a vehicle when needed, even if they do not have their own. This employee benefits package is valued highly when new job offers are considered.

Here’s what to look for when it comes to corporate car-sharing software:

1) Vehicle reservation and booking: Employees should be able to view available vehicles and make reservations for the times they need to use a car. This can be done through a mobile app.

2) Keyless go via the app: The software should allow employees to locate available vehicles, unlock and use them without needing to go and collect the keys from god knows where.

3) Payment processing: The software should handle payment processing if the corporate compensates their trips partly, including the calculation of charges based on distance or time.

4) Vehicle maintenance and repair log: The software should allow the company to input any info about the cars and track the maintenance and repair needs of the shared vehicles. This info should be easily accessible by the car service provider as well.

5) Usage tracking and reporting: The software should provide detailed monitoring and reporting on the usage of the shared vehicles, including metrics such as the number of trips, distance travelled, and fleet utilisation by hours. This information can be used to optimise the car-sharing scheme and reduce costs.

6) User management: The software should allow the company to manage the users of the car-sharing scheme, including adding new users and different user roles and revoking access as needed.

7) Administrative controls: The software should provide the company with administrative controls to manage the car-sharing scheme, including the ability to set rules and guidelines, set rental rates, and so on.

Overall, the functionalities included in car-sharing software will depend on the specific needs and goals of the company and the car-sharing scheme.

If you would like to learn more about how to set up a corporate car-sharing scheme for your company, get in touch with our team here: book a call.

ATOM Mobility is a software provider with a corporate car sharing software that helps companies to deploy their own car-sharing scheme for their employees. Our software includes a range of features to support corporate car sharing, including online booking, vehicle tracking, payment processing, usage reporting, and user management.

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