Why cycling’s future depends on open ecosystems
Cycling’s identity crisis
When riders shop for an e-bike today, the question has shifted. They no longer ask “What brand is this?” but “What system does it use?”
This change is not accidental. Hardware has become hygiene. Strong frames, safe batteries, and smooth drivetrains are baseline expectations. What riders now really notice are the software features and digital services that shape their daily experience: the app they open, the settings they adjust, the security features they rely on.
E-system providers have done a remarkable job pushing digitalization forward. Bosch, Shimano, Yamaha, Bafang and others have introduced apps and services that riders genuinely value, and they’ve rightfully earned loyalty for it. But as more brands depend on these same systems, the riding experience risks converging - bikes start to feel alike, regardless of the logo on the frame. At the same time, OEMs face another challenge: it’s increasingly difficult to integrate different e-systems into a single, coherent brand experience. Not even talking about bike components or services embedded in the app experience. The result is an identity crisis, where brands struggle to differentiate and own the rider relationship.
The question the industry must answer: who owns the rider relationship in the digital era?
Hardware is hygiene, software is the differentiator
Cyclists still care about high-quality hardware, but it no longer sells a bike on its own. Riders expect the basics: reliable motors, long-lasting batteries, strong brakes and good service. These elements are important, but they are not what makes a brand memorable.
Differentiation now happens in the digital layer. Riders want connected apps, anti-theft features, GPS tracking, over-the-air updates, and ride personalization. These features are what they talk about, share with friends, and return to daily.
The challenge? Most OEMs haven’t yet built this digital expertise. In their place, e-system providers are stepping in and winning. That’s not a bad thing in itself, but it leaves OEMs increasingly dependent on suppliers for the very features that define the modern rider experience.
Comodule Companion App - A white-labelled user app with embedded security features and services
Kudos to e-system providers
It’s important to acknowledge that e-system providers have pushed cycling forward. Without them, the industry wouldn’t be where it is today in terms of system customization via app, supporting to a higher adoption of rider apps. Riders benefit, and that deserves recognition.
Yet as more OEMs adopt the same systems, the market risks becoming a mix of even greater sameness. If every app looks similar, every bike feels similar, and the new features are not unique to the brand and they do not see brand behind their experience (the app), then riders stop perceiving real differences between brands and just chases the logo that delivered the standout feature for them.
In this scenario, OEMs become invisible. The supplier becomes the hero. That makes the industry more predictable, but also less exciting, less diverse, and less resilient.
Why the cycling industry is becoming digital
Digitalization isn’t optional anymore; it’s inevitable. The shift is happening for five clear reasons:
Consumer demand: Riders expect their bikes to be as smart as their cars and phones. They want apps, connectivity, and seamless experiences.
Market trend: Analysts predict that the majority of new e-bikes will soon ship IoT-ready. Challenger brands are already vertically integrated and digitally native.
New revenue models: Subscriptions, usage-based insurance, predictive maintenance, theft recovery, and digital upgrades are opportunities that only exist in connected bikes.
Cross-industry precedent: Automotive has shifted from hardware-first to software-first. Tesla’s updates and BMW’s digital services are prime examples. Cycling is moving in the same direction.
Urban mobility & regulation: Cities want connected micromobility infrastructure for safety, efficiency, and standardization.
The future of cycling is digital. The only question is: who gets to define that digital layer, the OEM, the motor provider or someone else? Who will stand for open, but standardized ecosystem that boosts innovation, but more importantly, unifies and simplifies the the user experience in the digital era?
The unsolved problem: e-bike security
If we want an example that the industry still has gaps, we can look at e-bike security. Despite being a top concern for riders, the problem remains unsolved.
Today, the industry has led cyclists juggle locks, third-party trackers, separate insurance policies, and analogue recovery services themselves. What riders expect instead is simple: a bike that protects itself. A bike that is pointless to steal. A bike where security is included. Imagine: the bike locks digitally, alerts its owner when moved, tracks itself if stolen, and automatically triggers insurance and recovery partners if needed. Or even better - The bike that completely immobilizes and locks its components when stolen, making it impossible to open it again, and worthless for the thief when stolen.
The reason it hasn’t happened yet is complexity. Security requires collaboration between OEMs, insurers, IoT providers, component providers and users. No single player can solve it alone. But only in an open ecosystem, these collaborations become possible. And security could finally be delivered as a seamless, embedded experience.
The hidden cost of closed ecosystems
Closed ecosystems may feel safe and simple, but they come at a price. In short, closed ecosystems push OEMs further out of the value chain, leaving them dependent on suppliers for the very features that define the customer experience. Some brands do not want to put any efforts into the integration and it might be a fit for them. But if they would like to change a component due to a failure, add a frame lock, that is not possible in a closed system. The whole digital experience is controlled by the system provider that has the most useful features for the user. The system provider ownes the experience, has the user data and touchpoints and for their business growth.
The vision of an open, OEM-owned ecosystem
The alternative is an open ecosystem where OEMs take ownership of the digital layer while still benefiting from supplier innovations.
What openness means in practice:
Interoperability: Any drivetrain, smart component, or service can integrate.
Standardization: Easier integration, service, repairs, and add-on services like insurance or recovery.
OEM control: Data, customer relationship, and brand-specific apps remain in the hands of the bike maker.
The result is a colorful market, where each brand can deliver a unique digital experience, while still ensuring riders benefit from simple user experience. Openness creates both variety and stability, individuality and scale.
How Comodule enables openness
This is where Comodule comes in. Our IoT platform is system-agnostic: it works with any drivetrain, component, or service on the market.
OEMs can choose their own path:
Build custom software with our open API/SDK
Or start with Comodule’s white-label solution to launch quickly
All components and services connect into one branded application, where riders can access everything from tracking and theft protection to ride customization.
OEMs stay in full control of the data, the app, and the rider relationship.
The benefit is simple but powerful: Comodule IoT allows OEMs to combine any system into a seamless digital experience under their own brand. This ensures flexibility, scalability, and independence without losing the ownership of their riders.
Conclusion: The future of cycling is connected
Cycling’s future is digital, and e-system providers deserve recognition for leading the way. The OEMs need to choose whether they choose a closed ecosystem, which offers convenience for the OEMs. But if the industry continues to consolidate around closed platforms, OEMs have a bigger risk of losing their customers.
The answer is openness. Open ecosystems, powered by IoT, let OEMs regain control of the rider experience, differentiate through digital services, and solve complex challenges that require communication between different stakeholders. The future of cycling will not be defined by frames or motors alone. It will be not be defined by single apps. It is defined by ecosystems: digital, open, dynamic.
