Mobility as a Service (MaaS)

Overview

"The MaaS system integrator brings together the offerings of the multiple mobility service providers, through a digital interface, allowing end users to seamlessly plan and pay for mobility"

There are three broad elements: Infrastructure, Data, and Incentives.

• Infrastructure: “MaaS Zones”, Micro-mobility, and enhanced transit in and out of city cores
• Data: High quality data needed to make short- and long-term planning decisions
• Incentives: Incentives encouraging people to use MaaS and for the success of MaaS companies

Timeline

UbiGo piloted in Gothenburg, Sweden in 2014 and Whim launched in Helsinki, Finland in 2014

Analysis of Implications

• MaaS is cited as a potential solution to transportation challenges associated with the increasing urbanization of cities
• Different sources anticipate different levels of success and impacts of MaaS on transportation. This is based on assumptions for which services are included in MaaS, and for whether or not MaaS is able to create a viable business model. The business model and travel modes emphasized in MaaS have a huge impact on whether MaaS is able to reduce congestion and parking needs.  
  • “Execution of the concept has immediate effects. Up to 2.3 billion car rides in urban centres are expected to be replaced by MaaS usage each year by 2023, a mere four years away”
  • If MaaS evolves into a car-centric solution, this could have an adverse effect on road capacity and increase traffic congestion. Therefore, a critical issue under discussion is the importance of public transport in the delivery of MaaS
  • Business viability is a real barrier to MaaS
    • Commission-based: companies only earn a commission when a user takes a specific action
    • Subscription-based: most people will purchase a MaaS subscription only if it offers a discount of more than 30% from their current mobility expenditures. That’s a high bar for MaaS providers, especially since car owners systematically underestimate how much they spend operating and maintaining their vehicles
    • Sell MaaS to employers – potential for success in countries/states requiring a tax protected commuter benefit from employers
      • MaaS and Transportation Demand Management (TDM) often have similar goals of "encouraging the transportation systems for commuters (and other travelers) through facilitating enhanced accessibility, information and traveler choice." TDM is a valuable tool for employers and policy makers, and it should be considered how MaaS can incorporate the benefits of TDM.
      • Transportation professionals and public agencies could begin to integrate MaaS into long-range plans.
• Research: Questioning for mobility as a service: Unanticipated implications for society and governance
  • “There are equity implications" in terms of emissions and social inclusions "associated with various unanticipated consequences and these require mitigation.”
  • “Promises of ‘efficiency’ are not possible without government intervention”

Case Studies

• Helsinki, Finland
  • Often mentioned as the first city really using MaaS.

• Finland also co-funded a project on characteristics of rural areas for MaaS development (as MaaS is generally considered for urban areas)
  • Rural areas have challenges to organize mobility services due to long distances and narrow flows of people and material, as well as tightening financial targets.
  • Public transit coverage may be insufficient. A MaaS operator, however, could include last-mile deliveries (parcel, post, shopping, pharmacy products, and meal deliveries) and statutory social and health service transportation integrated with commercial services. This requires greater public-private connections.

• Gothenburg, Sweden
• Copenhagen, Denmark
  • This data which includes travel times and routes taken by vehicles has informed Copenhagen’s transport strategy in profound ways.

• Feasibility study for “Mobility as a Service”
  • Study indicates that MaaS-London would benefit the supply and demand of transportation for London as transport operators would have a larger market via the integrated platform and travelers would have lower travel expense in terms of money and time.
  • Study is based on operational, technical, and economic feasibility as well as market evaluation. It notes that the MaaS concept can be applied in other urban environments but would have a different stakeholder structure.

"Players in the Field"

• Key players for MaaS platforms
  • Citymapper
  • Whim (Transit and MaaS Global)

• Key player in data collection
  • Inrix