Startups are becoming increasingly important in the mobility sector and are putting established companies under pressure to adapt their business models. Especially, the automotive industry faces a significant change from an automotive manufacturer towards a mobility provider. However, literature does not provide a comprehensive understanding of the elements and archetypes of product-service system-oriented business models of startups in the mobility sector. This paper provides a taxonomy with six dimensions and 55 characteristics based on the analysis of 34 startups’ business models. Four clusters can be described as the result of a cluster analysis. Thus, a deeper understanding of the business models and a starting point for future research and practical application is provided. Furthermore, based on the results, implications for research and practice like dominated characteristics of product-service system-oriented business models as well as future research directions are pointed out.

初创公司在移动出行领域变得越来越重要，并给老牌公司带来了调整其商业模式的压力。特别是，汽车行业面临着从汽车制造商向移动出行提供商的重大转变。然而，文献并没有提供对移动领域初创企业以产品服务系统为导向的商业模式的要素和原型的全面理解。本文基于对 34 家初创企业商业模式的分析，提供了具有 6 个维度、55 个特征的分类法。聚类分析的结果可以描述为四个聚类。因此，提供了对商业模式的更深入的理解，并为未来的研究和实际应用提供了起点。此外，基于研究结果，指出了面向产品服务系统的商业模式的主导特征以及未来的研究方向等对研究和实践的启示。