More than 200 projects launched

What began as a local partnership with Bird in 2020 has since grown into a fully independent scooter-sharing business with operations in Aruba and Costa Rica – and soon, mopeds in Spain. At the heart of this shift is e-moob’s decision to take full control of its fleet, its brand, and its technology. That control, Santos says, came with switching to ATOM Mobility.

Launch date: 2020 (with Bird), independent launch with ATOM Mobility in December 2024
‍Country: Aruba and Costa Rica
‍App Store: 4.9 / 5 ⭐
‍Google Play: 4.8 / 5 ⭐
‍Fleet: 150+ scooters in Aruba, smaller fleet in Costa Rica
‍Web page: https://e-moob.com
App Store: https://apps.apple.com/us/app/e-moob/id6642640340
Google Play: https://play.google.com/store/apps/details?id=e.moob.app

In a market as compact and tourism-driven as Aruba, micromobility is a unique challenge. There’s limited space, high operational costs, and intense competition for visitor attention. But for Luis Santos, co-founder of e-moob, it was also the perfect opportunity.

Starting in a market built for tourism

e-moob launched in Aruba, where the economy relies heavily on tourism - over 3 million visitors per year. Almost all of e-moob’s users are tourists, with 99% of rides coming from short-term visitors. The island’s layout and mild weather make it ideal for short scooter trips along the coastline, especially in popular resort areas.

“Aruba is a super small market, and it can get flooded quickly,” says Santos. “We learned from experience that we can’t go beyond 1,000 scooters here. So when we wanted to grow, we had to expand outside the island.”

That led to e-moob’s second market: Tamarindo, Costa Rica – another sunny, coastal town with a young, active tourist crowd. The business model remains the same: light, flexible mobility for short-distance use, tailored to tourism patterns.

Long setup, fast scale

Launching operations in Aruba wasn’t quick. “Before we even started, it took almost a year to get everything ready – registering the company, getting licenses, even just opening a bank account,” Santos explains.

The technical launch also had its challenges. When e-moob moved to its own brand using ATOM Mobility in December 2024, there were initial issues with starting rides due to firmware and hardware compatibility. “Some scooters couldn’t be unlocked properly, and we had a few tough days. But the team at ATOM Mobility helped fix it quickly, and within a week we had everything working smoothly.”

Before launching under the name e-moob, the team operated using their own brand called Evikes on the Bird platform. “That’s how Bird was working with partners back then,” says Santos. “It was our brand, but the operations were fully integrated with Bird’s system.” This setup helped them gain visibility among tourists – especially American visitors who already had the Bird app – but also came with limitations.

Switching to ATOM Mobility: Gaining control

Before launching under their own name, e-moob operated under Bird’s platform. While that brought initial visibility and trust – especially from American tourists who already had the Bird app installed – it came with limitations. All changes, pricing, or refunds had to go through Bird’s team. When parts or new scooters were needed, delays became a serious problem.

Eventually, the lack of flexibility pushed e-moob to go independent.

With ATOM Mobility, Santos and his team gained full control. “Now I can change prices, send bonuses, and refund directly. We also choose and buy our own units from Okai, instead of waiting for Bird. We manage customer service in-house. It’s been a major change.”

The result? e-moob is now operating at nearly the same revenue level with their new ATOM-powered fleet of 160 scooters as they were with their much larger Bird fleet of around 300 to 400 units. “We make almost the same amount of money with half the scooters,” says Santos. “That was an unexpected success.”

Adapting to the local market

Electricity prices in Aruba are high – around 2.5 times higher than in Miami – which directly impacts scooter charging costs. This shaped e-moob’s pricing strategy. Rides cost about $0.56 per minute and $1.07 to unlock, including the local 7% tax. These prices are slightly higher than in mainland U.S. markets but necessary to maintain profitability.

As for user features, subscriptions and loyalty programs haven’t played a big role yet. “Most of our users are tourists – they come, ride, and leave. There’s no long-term user behavior,” Santos explains. 

Running the business day-to-day

Santos still handles customer support personally and uses ATOM’s admin tools daily to manage refunds, view ride history, and track issues. “We get very few support emails – maybe 10 to 15 a month, even with thousands of rides. Most issues come from signal delays when the scooters are in sleep mode.”

While e-moob doesn’t rely heavily on heatmaps or demand analytics (the team already knows exactly where to place the scooters in such a small market), the monthly dashboards and ride data remain useful for tracking performance.

Santos is also looking forward to using upcoming feature that allows tagging locations on the map – restaurants, hotels, or partner businesses – to increase visibility and engagement.

Challenges and strategic pivots

One of the biggest challenges came when Bird stopped supplying new hardware. “Our competitors arrived, and we needed new scooters, but Bird couldn’t deliver. We waited over a year, and that’s when we realized we had to build our own brand.”

Buying directly from Okai and using ATOM Mobility gave e-moob independence. It also opened the door to support multiple vehicle types. That’s essential for their next move: launching moped (Vespa-style) sharing in Spain.

“We’re already negotiating with suppliers,” says Santos. “We’re aiming to start next summer in Spain – our first European market. It’s a big step, especially since mopeds are a new category for us. New parts, new maintenance, new challenges. But we’re ready.”

Looking ahead: Europe and beyond

The moped launch in Spain isn’t just about growth. It’s a way to move into more scalable, tourism-driven markets. Aruba has reached its limit, and Costa Rica has proven slow to scale due to logistics and local bureaucracy. Europe offers a more mature market – and new opportunities.

e-moob is also in discussions with local delivery apps for third-party integrations. While current scooter zones are too limited to justify monthly fees, mopeds will expand the service range and open new B2B possibilities.

Santos is also exploring the potential of building stronger local loyalty by partnering with businesses and hotels. It’s a small use case, but one that could help bridge the gap between tourism and local use.

From hobby to ecosystem

Surprisingly, e-moob is a side business for Santos. His main company provides IT infrastructure for hotels and casinos, while he also manages a real estate firm and a smart home business in the U.S.

That existing network actually helped launch e-moob. “We started by placing scooters in private buildings developed by people I already worked with. Public spaces weren’t available at first, so private locations made it possible,” he recalls. “Now, we even have scooter parking inside the Ritz-Carlton and St. Regis hotels.”

Community, growth, and the power of being present

Santos regularly attends industry events like the Micromobility Conference. “It’s small, but valuable,” he says. “Meeting partners in person helps us move deals forward. Last year we made great connections. This year we’re closing our first moped deal because of those conversations.”

For Santos, success is not about buzzwords or fast scaling. It’s about growing smart, solving real problems, and building sustainable operations. “We’re proud of how far we’ve come. We’ve grown the fleet, expanded the business, and made something that works.”

Advice for new operators?

“Get full control from day one. Don’t depend on someone else’s rules,” Santos says. “The more control you have – over the operations, the pricing, the support – the better you can react to what your market really needs.”

With its strong base in Aruba, growing operations in Costa Rica, and exciting plans for Europe, e-moob is not just a scooter company – it’s a case study in smart, independent micromobility growth.

Is ATOM Mobility platform suitable for hotels and guest houses that wants to operate a small fleet of scooter or bikes as an additional service for guests? - Yes, sure.

It is even possible to get 20% of the total population in a small town to become users of the e-scooter sharing platform. That’s what the story of the GOON is about. The company operates in the small town of Zarasai, Lithuania with a population around 8 000 people and reached almost 2 000 users in the first few months.

Launch date: Spring 2020

Country: Lithuania

Fleet: Segway MAX

Web page: https://www.facebook.com/GOONZarasuose

App Store: https://apps.apple.com/app/goon-e-scooter-sharing/id1498086237

Google Play: https://play.google.com/store/apps/details?id=goon.app

“We got the idea for this business from the example of big cities where big companies like BOLT, CityBee, and others operate. We also took into account the lack of entertainment for the guests and residents of the small resort city of Zarasai,” says GOON’s founder Darius Kilbauskas, sharing the story of starting his own business.

Drew on Support for Startups to Begin

GOON started at the moment when its founders decided to use support from the Zarasai Startup training programme for young entrepreneurs. It is a project funded by the European Social Fund Agency and initiated by the National Institute for Social Integration. The GOON team was selected to participate in the programme in April 2019. Within a couple of months, they were joined by business consultant Ugnius Savickas, who diligently traveled to regular meetings with the project participants. This is how the business idea succeeded.

Just to give you an idea of how small the town is - only 8,000 people live there. GOON started to offer its services at the beginning of the 2020 season and had 1,700 users which amounts to 20% of the total population!

“Our scooter sharing fleet has only nine scooters, so the number of users is really impressive. In addition, this year was different - many chose to stay in Zarasai for the whole summer due to the pandemic or visited a neighbouring country - Latvia. And the biggest number of tourists also came from Latvia and one of its largest cities – Daugavpils which is only 25 km away. Zarasai has beautiful nature, lakes, and excellent infrastructure to offer tourists,” says Darius. In addition, he mentions that original and attention-grabbing e-scooter design, advertising, and ATOM Mobility’s modern rental platform played a significant role in creating a success story. “The app by ATOM has never let us down and has met all our expectations. We are grateful to those professionals for their quality work,” says Darius, thanking his partners.

The collaboration with ATOM Mobility started unexpectedly. Initially, the team was looking for a GPS device for IoT scooters. “We were interested in how much it would cost to build our own platform. Then we realized that this amount would be far too high for our small business. I found a Lithuanian company TELTONIKA that produces devices we were interested in. And then a representative of this company hooked us up with ATOM. This saved us a lot of money and time. ATOM helped us to launch the app in 20 days!” says Darius.

“This is proof for us that even with the super small fleet, it is possible to run successful operations. And the ATOM Mobility platform is also an affordable solution on such a small scale. It helps small businesses such as guest houses and hotels to offer e-scooters or bikes as an additional entertainment option,” comments ATOM Mobility CEO Arturs Burnins.

Aim to Entertain and Surprise

Currently, there are two people involved in the team of GOON. Darius is the supervisor of the e-scooter park and is responsible for administrative work. While his colleague Augustė is responsible for increasing the customer base and overseeing advertising and design. “We do everything ourselves,” says Darius proudly.

This is just the beginning of GOON. The company is considering expansion and not only in terms of buying additional vehicles and also working in other neighbouring cities but also in increasing diversity and choice so that it is possible to attract and surprise both tourists and locals.

If you ever visit Zarasai, don’t forget to take an e-scooter and enjoy the most beautiful route around Lake Zarasas, an 11 km circle. Darius also recommends visiting the watermill along the route in Šlininkai and enjoying a great meal there.

In big cities, employees often want to avoid traffic and parking hassles, preferring an easier way to commute. Luckily, there are people ready to take on the challenge. Meet MOBEO – an innovative Spanish company that is not only transforming how we get around but also making corporate travel more exciting.

We caught up with Álvaro Ventura, CEO of MOBEO, to get the inside scoop on how his company is creating corporate fleets and shaking up the world of business travel with a help from Atom Mobility.

Launch date: November 2023
‍Country: Spain
‍Web page: https://mobeosharing.com
App Store: https://apps.apple.com/us/app/mobeoshare/id6469049276
Google Play: https://play.google.com/store/apps/details?id=mobeoshare.app&hl=en_AU
‍Fleet: bicycles (incl. conventional, hybrid, mountain, electric bikes), pedal karts, and bicycles
for people with reduced mobility.

From two wheels to many

With 12 years of experience in the tourism industry, the MOBEO team identified an opportunity to expand their business by leveraging resources from their existing projects. This vision led to the creation of MOBEOsharing.com, a platform designed to meet the growing demand for employee transportation services. Their ambitious goal? To become the leading provider of shared private fleets for European businesses within five years.

MOBEO’s journey began with a self-funded investment of 70,000 euros, which laid a strong foundation for their operations. However, the team quickly recognized that additional capital would be essential for rapid expansion. They are now actively seeking investments to accelerate their entry into the European market and to help achieve their bold vision.

What makes MOBEO special

MOBEO’s mission goes beyond simply providing vehicles; they aim to transform how companies approach transportation. MOBEO works closely with clients to run campaigns that encourage employees to adopt greener travel options instead of relying on cars. Their comprehensive services include digital awareness campaigns, personalized commuting routes, and team-building events focused on sustainable transportation.

As Ventura, a key figure in MOBEO, explains, “Some clients go all-in with our full package, while others might just want us to handle the wheels. It’s like a buffet—take what you need!”. This flexibility allows MOBEO to cater to companies of all sizes and budgets, making them a preferred choice for businesses looking to modernize their transportation strategies.

On the software side, MOBEO relies on ATOM Mobility's digital rental solution, which provides MOBEO users (employees of companies that MOBEO partners with) the opportunity to create an account in the MOBEO app, upload their employee ID card (allowing the MOBEO team to verify that the individual is indeed employed by the specific company), and, once verified, gain access and pre-book vehicles for upcoming rides. The MOBEO app also features a calendar function, enabling users to schedule future bookings as needed. At the end of the month, MOBEO bills partners based on the usage of vehicles by their employees. All vehicle monitoring, unlocking, and locking are automatically managed by the ATOM Mobility platform. It’s that simple.

Targeting clients

MOBEO is strategically expanding its presence by focusing on large companies with offices in major Spanish cities such as Madrid, Barcelona, Zaragoza, Valencia, and Seville. These cities are particularly well-suited for introducing shared mobility solutions due to their large employee bases and the strong demand for sustainable transport options. On average, an employee takes a vehicle for 1-2 days and rides 10-40 km per booking.

Partnering with ATOM Mobility

In 2019, MOBEO began with a small software provider that met their initial needs but lacked the capacity for growth. Recognizing the need for a more robust solution, MOBEO partnered with ATOM Mobility—a decision that proved pivotal for scaling their operations.

ATOM Mobility, a leader in shared mobility software solutions, is known for its comprehensive platform and exceptional customer service. Their software empowers businesses like MOBEO to manage fleets efficiently, offer seamless user experiences, and scale operations smoothly. MOBEO frequently encountered positive feedback about ATOM Mobility during hardware discussions, prompting them to explore and eventually adopt ATOM Mobility's services.

This partnership has been instrumental in MOBEO’s success, providing them with the tools and support necessary to expand and innovate in the competitive European market.

Advice for aspiring entrepreneurs: Be ready!

For those looking to enter the shared mobility sector, Ventura offers sage advice: “This industry is going places, but it’s not a walk in the park. Good financial planning is key because regulatory changes are like a rollercoaster ride—you’ve got to hang on and adapt quickly.”

The future of success

MOBEO is setting new standards for corporate mobility, thanks to their innovative approach and strategic partnership with ATOM Mobility. Together, they are on track to revolutionize how businesses manage transportation in Spain.

As MOBEO continues to pioneer advancements in corporate mobility, their collaboration with ATOM Mobility remains a cornerstone of their success. With shared values and a commitment to innovation, MOBEO and ATOM Mobility are poised to lead the transformation of business transportation across Europe.

“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.