Will MaaS drive our cities towards more efficient transportation?

If we want to cut back the inefficient and environmentally harmful impact of privately owned cars in cities, alternative means of mobility have to work simply and affordably. While modern technology, bike and car sharing platforms and public transportation all play a role in making urban mobility more efficient and sustainable, it’s their integration that makes the difference.

What is MaaS? And is the enthusiasm about it justified?

“Mobility as a service” or MaaS might not be the catchiest name, but it has the potential to revolutionise urban transportation. The idea is simple: Rather than owning a car in the city, a variety of modes of transport can be used as a service. In exchange for regular payments or per use, public transport, car and bike sharing, taxi, and other modes are offered. But the real innovation is that the service comes from a single platform – usually a mobile app, intended to cover everything from trip planning, over booking and ticketing to payment. A recent Dutch study described and compared the most important MaaS schemes, such as TransitApp, moovel or Tuup.

This presents a shift away from an ownership-based transport system towards access-based ones and gives the prospect of substituting private car ownership. Although there is no general definition of MaaS, many authors name several characteristics that have to apply. MaaS can be considered a flexible, on-demand and personalised service, availing Information and Communication Technology (ICT) as a vital part.

While existing MaaS schemes vary greatly the services they offer, there is consensus about certain patterns, such as the inclusion of public transport, which is always included in the schemes offerings. Many platforms offer additional services such as bike and car sharing, taxis, and rental cars. Wholesome models also include parking, regional transport, peer-to-peer car sharing, and permit to a congestion charging zone.

An easy-to-use and self-explanatory platform is crucial for the success of a MaaS scheme. Usually they are offered via smartphone apps, sometimes, there are web alternatives. The most commonly used payment option is to pay per use. Others are monthly tariffs and fixed monthly memberships to access discounted tariffs.

When is a MaaS a Maas?

By reviewing twelve case studies from Europe and the US, the authors of the mentioned study revealed nine core characteristics, that appear to apply to every MaaS concept:

1. Integration of transport modes
   MaaS should encourage the use of public transport services and offer the user multi-modal transportation. These modes should facilitate intermodal trips and may include public transportation, taxis, bike-sharing, car-sharing, ride-sharing, car-rental, and on-demand bus services.
2. Tariff option
   There are two relevant types of tariffs: “pay-as-you-go” charges the user by the effective use of the service; “mobility packages” offer bundles of various transport modes and include a certain number of kilometres, points, or minutes to use in exchange for a periodic payment.
3. One platform
   The user has to have access to all services necessary for their trip from one provider, which usually happens via a mobile app. Some apps include additional relevant features such as weather forecasting, a synchronising calendar, trip logging, invoicing, and feedback.
4. Multiple actors
   The point of a useful MaaS scheme is to let different groups of actors interact through one single digital platform. It connects the platform’s owner (third party, PT provider, authority) to suppliers and demanders of transportation, cooperating with other actors to enable a functioning service and increase efficiency (telecom and data companies, local authorities, payment clearing etc.)
5. Use of technologies
   In order to enable MaaS, different technologies are used. A reliable mobile internet network has to connect different types of interfaces using GPS tracking. To work properly, an e-ticketing and e-payment system has to be included as well as database management systems and integrated infrastructure of technologies.
6. Demand orientation
   The paradigm of MaaS makes clear that it has to be a user-centric service, offering the best possible solution from the end users’ perspective to be made via multimodal trips.
7. Registration requirement
   A registration is necessary to access the platform’s service and helps to personalise it. One account can be valid for one or two persons or in some cases even an entire household.
8. Personalisation
   Considering the uniqueness of each user, their requirements and expectations have to be met effectively. By personalising the service according to the user’s preferences and use patterns, specific recommendations and tailor-made solutions can be found easier.
9. Customisation
   One way to build-up a MaaS’ attractiveness to users is to let them customise the service according to their preferences. If a traveller can e.g. freely build their mobility package or compose an individually chained trip, it increases their loyalty and satisfaction with the service.

References

Jittrapirom, P., Caiati, V., Feneri, A. M., Alonso-González, M. J., Ebrahimigharehbaghi, S., & Narayan, J. (2017). Mobility as a Service: a critical review of definitions, assessments of schemes, and key challenges. Urban Planning, 2(2), pp. 13-25.