Marcus is the innovator of MiRA.OS, an industry-first passenger-centric technology that provides for seamless, personalized and secure experience through a network of Laureti vehicles. Very soon, the business world may adapt to Laureti’s way of travelling, which will make our journeys to be productive, connected and secure. His London-based company is currently developing an electric vehicle driven by passenger-centric technologies for a personalized and productive journey experience.
THE PRICE AND PRIZE OF INNOVATION
Marcus had experienced his share of hardship in presenting an innovative product whose market hasn’t yet existed and those challenges can never be underestimated. “From as early as 2017, the company met a number of legacy companies to explain its vision and the ultimate product experience it envisioned to create. Nonetheless, very few happened to grasp the vision. Being a lone voice on this topic, at times, people thought it was a crazy idea. Being steadfast in anchoring his vision to what he calls “a common sense, a foresight and a deeper understanding of where things are going’’, has given him a necessary paradigm shift to drive innovation. Marcus’s efforts have ultimately paid off as a number of dominant players are appearing to focus on passenger-centric technologies in recent months. InnovateUK’s recent whitepaper, Vision 2050, on connectivity and future transportation, has resonated a lot with Laureti’s business model which clearly validated their thought-leadership.
OUR SUCCESS WILL DEPEND ON FUTURE INNOVATION
He believes that the success of his role and his company will be determined by his ‘inescapable obligation to deliver continued innovation’. The 37-year old entrepreneur reveals that the path to his innovation success is paved with three key factors. ‘Understanding the future YOU’, (referring to future consumer base), deeper and broader view for achieving sustainability and being able to think outside-the-car (generally auto industry). Today, the company is leading a long pipeline of patent applications in various indiscernible areas such as women’s safety in fleet cars, multiverse applications for in-cabin use, and secure software platform.
LEADERSHIP& PERSPECTIVE
At a glimpse, Marcus is someone who looks to the future with a sense of optimism and a deep commitment to making a difference in the world through entrepreneurship. But what makes him unique? “It’s the ability to engage right people to right causes” he says. “I pay close attention to understand people’s hunger (motivations). I seek to establish from the start if and how our purpose could empower them to achieve their own success. Because managing people’s expectations while directing their efforts to deliver business goals is the most delicate matter in building a world-class team which I am constantly learning.”
THE WORLD VIEW
Marcus argues that the past century’s innovations that made cars being household products have benefited the markets that invented and produced them in the first place. It wasn’t until the last decades that cars have reached millions of people in emerging markets. In the future of mobility, an electric car should not be a household product, but an intelligent mobility must be. It must be global, productive, connected, secure and should be accessible’.
