Mobility as a Service (MaaS): What is it Actually? What’s Beyond the Hype? John from here Roger Teal DemandTrans Solutions

Mobility as a Service (MaaS): What is It? A Concept Integrated view of all relevant service options for a specific user trip On-demand access to service(s) of choice with no-hassle provider payments Necessity of ownership of personal mobility options potentially eliminated An Application Google Maps-like views of trip plans, service options, O-D times and costs Booking, scheduling, payments, notifications all included in functionality An App Accessible from your smartphone for immediate use, tailored to your situation As easy to use as single function travel apps (e.g., Uber, UAL, Hotels.com)

MaaS as Trip Planning on Steriods Trip planning is the essential service but highly enhanced All mobility options integration of options into single trip plan Traveler-specific and situation-specific “Memory” of user preferences and prior trips Integration of service booking with selected trip plan Google Maps-like approach with additional functionality Payment integration as feasible, OTA-like w/multiple accounts

MaaS as Mode/Payment Transactional Integration Core Premise: Effective private vehicle replacement requires “multi-modal” services Public transportation, “new mobility” services, on-demand, etc. Must be easy to obtain seamlessly integrated trip by trip service Payment must be simple and essentially automated Enhanced trip planning is necessary but not sufficient Transactional integration including payments is key to Uber-like ease of use and customer attractiveness MaaS platform fully handles payment integration

MaaS as Subscription-Based Service Packages MaasGlobal (Whim) was first MaaS platform provider to focus on service packages and subscriptions Explicit focus on replacement of private HH vehicle(s) Helsinki/Finland initial target market for this approach Concept: customers want a bundle of mobility services that they can use as appropriate and have largely pre-paid Different packages with different service costs and types and amounts of service “One-stop shopping” and automated payment approach

MaaS as Mostly Hype—For Now Many players, some large, are in space or financing ventures (Daimler, Siemens, Xerox until recently) But very limited uptake of MaaS by consumers to date No MaaS systems appear to be fully transactional including access to and payments for all potential services—no Expedia’s Integrated trip planning with click thru to book & pay—best case Subscription type approaches limited and miniscule usage in overall context of USA and European metro areas No successful business models yet, aspirational ventures

MaaS as Mostly Hype—For Now Projections of near-term use and growth have little foundation Examples $350.35 Billion in MaaS revenues by 2025; $253.16 Billion by 2023; similar others 2.3 Billion automobile trips replaced by 2023 (not clear if USA or world-wide) Growth rates of 33-36% annually But no obvious “scientific” methodology behind such estimates Ride-hailing, car sharing and bike sharing are major drivers of forecasts—but didn’t need MaaS to grow to current size Automobile trips replaced projection: <1% of current auto trips

What MIGHT Be the Potential of MaaS? How big is the real market? Predictions of major MaaS impact imply big shift away from private auto ownership and use, are AVs a prerequisite? WHY should MaaS result in major changes in consumer travel behavior? Without AVs, MaaS provides primarily convenience advantage Doesn’t fundamentally alter comparative utility of urban travel choices on situation by situation basis

What MIGHT Be the Potential of MaaS? OTA experience as useful analogy for pre-AV situation? Important improvement in choice and convenience for consumers Increased competitiveness of choices—within limits But no fundamental change in consumer travel behavior Amazon re book sales another analogy for MaaS uptake? MUCH easier to find and buy books than 20 years ago e-book sales flourished initially, but have stalled Print book sales now similar to 15 years ago with recent growth Huge impact on distribution channels for books—similar to AVs vs. current single owner/user automobiles?

What MIGHT Be the Potential of MaaS? Key potential role: New organizing framework for collective and/or publicly available transportation services “Universal Mobility as a Service”—all such transportation services become accessible via Amazon/Google Maps/OTA- like functionalities Open data infrastructure is critically important if this to occur “New mobility” modes such as ride-hailing, car sharing, bike sharing, scooters etc. have not needed MaaS to grow Incorporating them in such a framework is mutually beneficial

What Do We Need for Effective MaaS? Open data and transactional data specifications Public sector integration of/with multiple public and private sector mobility services at planning and payment level Multiplicity of organizing models can be incorporated into overall MaaS framework if transactional data specs exist Work trips, community transport, health care-related, others Service access via APIs, data and payment integration are key Business models for (privately) financially sustainable MaaS services may need to await AVs—10 years away?