The potential of mobility as a service bundles as a mobility management tool (original) (raw)
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Promising Groups for Mobility-as-a-Service in the Netherlands
2019
The idea of Mobility-as-a-Service (MaaS) is gaining momentum internationally. Transport researchers, policy makers, transport service providers, developers and others are all eager to get involved. In this study, MaaS is defined as a transport concept involving the use of a single digital platform to find, book and pay for trips offered by various transport service providers. The platform not only integrates the transport providers, but also the various transport modes. Such integration makes it easier to compare transport modes according to their trip times, costs, comfort levels, environmental impact and other aspects. To extend this definition, MaaS users are also those who have successfully used the MaaS app on multiple occasions to arrange trips via a variety of transport providers and modalities. Commentators describe how MaaS could support a decrease in the negative externalities caused by transport, and, more generally, could be an efficient travel demand management tool with environmentally and socially desirable outcomes. However, these outcomes will be highly dependent on the people willing and able to use MaaS. Acquiring a better picture of the most promising groups within the population is a necessary part of MaaS research, as this allows for the impacts of this new concept to be further quantified. Against this background, this study, conducted on behalf of the Netherlands Ministry of Infrastructure and Water Management’s MaaS team, aimed at answering the following research question: Which groups within the Dutch population are relatively most likely to use MaaS? Since MaaS is still a nascent concept, surveying the Dutch population directly on this topic would be complex. To determine how more or less likely people would be to make use of MaaS, 1,547 people were surveyed via a series of 25 statements and questions. The subsequent findings were expressed as a set of four indicators, called the MaaS Potential Index (MPI). A Lasso regression analysis was then used to link the four indicators to the respondents’ most relevant personal characteristics. Furthermore, since the respondents had previously participated in the Netherlands Mobility Panel, substantial amounts of their personal background information were available. This study did not focus on estimating the absolute number of MaaS users in the Netherlands, or the total demand. Rather, the focal point was the relative comparative positions of the various population groups, whereby one group is more likely to use MaaS than another. The early adopters of the Mobility-as-a-Service (MaaS) platform will be people with hypermobile lifestyles. Healthy and active young people who use public transport, own folding bikes and are concerned about the environment will use MaaS before older people of limited mobility, in poorer health and with lower income and education levels. It is highly likely that the profile of early adopters will differ from that of the majority or laggards. The idea that the personal characteristics of early adopters and laggards differ from one another is also supported by the findings of marketing and innovation literature. This insight has far-reaching implications for MaaS’s potential impacts on the transport system. The behaviour of the initial users cannot be extrapolated to the entire population. It may well be that the initial users start using public transport less, precisely because one of MaaS’s most promising groups consists of people who already frequently use public transport. If the use of MaaS results in the early adopters using public transport less frequently, this does not necessarily mean that public transport use will further decrease when more people adopt MaaS.
Mobility-as-a-Service and changes in travel preferences and travel behaviour: a literature review
Mobility-as-a-Service (MaaS), a transport concept integrating various mobility services into one single digital platform, elicits high expectations as a means of providing customised door-to-door transport solutions. To date, the frequent claims about the positive contributions MaaS will make towards achieving sustainability goals rely on a scattering of limited yet insightful research findings. Many research questions remain unanswered, however. Are people willing to accept MaaS as a new transport service (on a daily basis)? The KiM Netherlands Institute for Transport Policy Analysis looked for answers by means of an extensive research program.
Mobility-as-a-Service: does it contribute to sustainability?
2020 Forum on Integrated and Sustainable Transportation Systems (FISTS)
The promise of Mobility-as-a-Service (MaaS) is that it decreases the need to own a car and contributes to a more sustainable transport system. However, MaaS also offers relatively easy access to car-based travel alternatives which may result in substituting public transport trips by car trips. An important question therefore is: which type of traveler is going to adopt MaaS and which impact is this going to have on their mode choices? This paper explores this question by presenting the results of a stated choice experiment conducted in the Netherlands. Travelers are presented with MaaS bundles that vary in accessibility to transport services and price and they respond to a range of questions about bundle adoption, change in transport mode, and willingness to shed one or more cars. The results suggest that if MaaS bundles are given for free to the travelers, this has the potential to change their frequency of mode use. For example, if the MaaS bundel includes unlimited bus, tram and metro (BTM), even travelers who solely use car will then use BTM more. However, realizing this potential is not very likely, because when travelers have to pay for MaaS, adoption rates are rather low, in particular of those who use car the most. In addition, the willingness of car owners to shed their cars is very low, suggesting that currently MaaS is not conceived as a viable alternative for car-ownership. On the other hand, current public travelers seem most interested in MaaS and results indeed as expected suggest that this increases their car use. Overall, the trends reported in this paper adds to a growing insight that MaaS' contribution to sustainability may be smaller than generally believed. I.
2018
The core characteristics of MaaS, as defined by Jittrapirom et al. (2017), have already benefitted from research examining the impacts on travel preferences and travel behaviour. Although not directly focused on MaaS, such research is undeniably relevant to better understand the potential impact of Mobility-asa-Service on travel behaviour and preferences. These nine core characteristics (presented in no particular hierarchical order) are: 1 The integration of transport modes, including shared mobility modes 3 (see definition in section 2.3) and more traditional modes, 2 The tariff option (i.e. pay-as-you-go and mobility packages), 3 A single platform, where users can plan, book, pay and get tickets for their trips, 4 Multiple actors (customers, providers, platform owners, authorities, etc.), 5 The use of technologies (smartphones, Internet networks, ICT, etc.), 6 Demand orientation, 7 Registration requirement, to facilitate the use of the service and allow for customisation, 8 Personalisation to the needs of the user, 9 Customisation, enabling the user to modify the offered option based on their preferences.
Ready for Mobility as a Service? Insights from stakeholders and end-users
Travel Behaviour and Society, 2018
Mobility as a Service (MaaS) is a relatively recent mobility concept, which has the potential to contribute to a more sustainable transport system. The starting point for its success is to acquire a deeper understanding of the key actors' motives, expectations, perceptions and concerns. To this end, this paper applies a mixed-methods approach, using qualitative and quantitative research to collect and analyze data from key MaaS-related stakeholders and end-users. In particular, workshops with stakeholders and focus groups with end-users were conducted in two European metropolitan areas, Budapest in Hungary and Greater Manchester in the United Kingdom. In addition, an on-line questionnaire survey was launched to collect quantitative data from end-users. Stakeholders' and end-users' perspectives on different MaaS-related aspects are collected and analyzed. Our analysis indicates that stakeholders are highly motivated to join a MaaS partnership for receiving better quality demand data and increasing their market shares and revenues. In addition, lack of data and Application Programming Interfaces (APIs) was identified as a significant operational/technical barrier, while the strong reliance of people on their private vehicles was indicated as the strongest social barrier. A qualitative cluster analysis was conducted revealing significant variations in the stakeholders' viewpoints depending on the business domain they represented. The findings of this paper provide useful insights for the decision-making processes of policy makers, local authorities, transport operators and other MaaS actors, helping them to make informed decisions when implementing MaaS schemes in their cities.
Transportation Research Part A, 2019
Mobility-as-a-Service (MaaS) has been argued as part of the solution to prevalent transport problems. However, progress from pilots to large-scale implementation has hitherto been slow. The aim of the research reported in this paper was to empirically and in-depth investigate how, and to what extent, different factors affect the development and implementation of MaaS. A framework was developed, with a basis in institutional theory and the postulation that formal as well informal factors on different analytical levels (macro, meso and micro) must be considered. The research was organised as a multiple case study in Finland and Sweden and a qualitative approach was chosen for data collection and analysis. A number of factors with a claimed impact on the development and implementation of MaaS was revealed. At the macro level, these factors included legislation concerning transport, innovation and public administration, and the presence (or not) of a shared vision for MaaS. At the meso level, (the lack of) appropriate business models, cultures of collaboration, and assumed roles and responsibilities within the MaaS ecosystem were identified as significant factors. At the micro level, people's attitudes and habits were recognised as important factors to be considered. However, how the 'S' in MaaS fits (or not) the transport needs of the individual/household appears to play a more important role in adoption or rejection of MaaS than what has often been acknowledged in previous papers on MaaS. The findings presented in this paper provide several implications for public and private sector actors. Law-making authorities can facilitate MaaS developments by adjusting relevant regulations and policies such as transport-related subsidies, taxation policies and the definition of public transport. Regional and local authorities could additionally contribute to creating conducive conditions for MaaS by, for example, planning urban designs and transport infrastructures to support service-based travelling. Moreover, private actors have key roles to play in future MaaS developments, as both public and private transport services are needed if MaaS is to become a viable alternative to privately owned cars. Thus, the advance of MaaS business models that benefit all involved actors is vital for the prosperity of the emerging MaaS ecosystem. Transportation Research Part A xxx (xxxx) xxx-xxx 0965-8564/
Mobility-as-a-service: insights to policymakers and prospective MaaS operators
Transportation Letters, 2020
Mobility-as-a-Service is an innovative concept which is anticipated to offer seamless, end-to-end mobility to customers. As MaaS market continues to grow, a better understanding of the current barriers and enablers is essential for informing policy interventions. For this purpose, this paper conducts a detailed review of the existing European regulations and policy framework, while collecting qualitative data from key stakeholders in three European metropolitan areas. Our research highlights various challenges to MaaS implementation including technical, regulatory, financial, and social issues, that lead to relevant implications for current and future transport policymaking. The paper ends with the delivery of specific recommendations to the involved MaaS actors, including public authorities and prospective MaaS operators, so as to achieve a successful MaaS implementation.
Mobility as a Service: An Exploratory Study of Consumer Mobility Behaviour
Sustainability, 2020
Key challenges in transportation need to be addressed to tackle the problems of fossil fuel emissions and worsened air quality in urban area. The development of a more efficient and clean transport system could benefit from mobility as a service (MaaS). The present paper aims to understand the determinants of the intention to adopt such a service. We test the Technology Acceptance Model (TAM) on mobility behavior and intention to adopt mobility as a service, and we analyze the role of perceived cost saving as a determinant for the perceived ease of use. Data were collected through a survey on a sample of 201 potential adopters. The findings show that for such a technology, perceived usefulness fully mediate the influence of perceived ese of use on the intention to adopt. Moreover, the effect of perceived cost saving on perceived ease of use is moderated by the life cycle of the technology. Implications for marketing managers and policy makers are discussed.
An Innovative Mobility Service to Facilitate Changes in Travel Behavior and Mode Choice
The aim of this paper is to present and discuss changes in users’ travel behavior and mode choice during in the six-month Field Operational Test (FOT) of the UbiGo transport broker service in Gothenburg, Sweden. Four user groups are analyzed – car “shedders”, car “keepers”, already carsharing, and car “accessors” – based on data collected via questionnaires, interviews, and travel diaries. Findings suggest that although some groups sought or achieved change more than others, each group’s mode choice shifted in a more sustainable direction, and these changes were perceived positively and with high satisfaction with the service. Despite the user groups’ differing motivations, behaviors, and experiences, the FOT results illustrate that a holistic approach to mobility, in this case a personalized “transportation smorgasbord” package of integrated services, can offer “something to everyone” and promote broader change.
Exploring Individual Preferences and Willingness to Pay for Mobility as a Service
Transportation Research Record: Journal of the Transportation Research Board, 2020
This paper discusses demand and willingness to pay for mobility as a service (MaaS) plans. Given the rising popularity of the MaaS concept, research exploring preferences and demand for such services is valuable to researchers and policy makers as well as other involved stakeholders and mobility operators. This research investigates individual preferences for MaaS utilizing data collected via questionnaire surveys from Greater Manchester, United Kingdom. The surveys collected socio-demographic data and data in relation to individuals’ attitudes and typical mode use patterns, while stated preference data were also obtained by designing menu-based stated preference experiments where the respondents were able to create their ideal MaaS plan. A hybrid choice model is developed to explore user choices toward MaaS, while distributed willingness to pay values are estimated. A latent variable that captures the latent predisposition of people toward using multiple modes of transport is const...