The massive amount of tourists, citizens and traffic in big cities usually collapse busy areas causing transport inefficiency, unbalanced economic growth, crime, and nuisance among citizens and visitors. Therefore, the Smart City strategies such as Smart Mobility and Smart Governance naturally arise as means to improve mobility in urban areas. In this paper we propose a novel mobility management platform and business model that can attract numerous actors and still be orchestrated by the city government. The proposed platform integrates mobility data from various sources such as Open Data, mobile applications, sensors and government data, allowing for its visualisation and analysis while making it actionable through associated third party mobile applications. We propose to inject the city mobility policies to the third party mobile applications which provide services related to the city resources. In this way we form a value chain which connects different actors (city governments, mobile application providers, POI owners, companies that require logistics in cities, and final users) who both take a part in improving the mobility in urban areas, and benefit from the way mobility policies being executed. In this paper we discuss the business model and logical architecture of the proposed platform which has been already deployed in the city of Barcelona.