Challenges in Integrating User, Commercial, and Societal Perspectives in an Innovative Mobility Service (original) (raw)

This paper presents insights from a six-month field operational test (FOT) in Gothenburg, 2! Sweden, during which 195 participants tested the UbiGo transport broker service for everyday 3! travel. The service integrates both public and private solutions into a new type of "collective 4! transport", thereby contributing to Swedish societal goals of a reduction of private car use and 5! ownership. A triangulation approach to data sources and collection methods has been adopted 6! in order to identify matches and mismatches between the expectations and experiences of 7! three stakeholder groups: users (FOT participants/customers), commercial actors (the 8! transport broker and service providers), and society. Identified matches include the 9! "transportation smorgasbord" concept, reducing private car ownership, and increased pre-trip 10! planning. Identified mismatches relate to the greater than expected reduction in car use; the 11! respective business models of the transport broker and service providers; back office 12! administration; and the smartphone platform. Gaps include the infeasibility of some trips and 13! the need for more carsharing sites. All in all, the FOT was successful with 93% of participants 14! satisfied with their travel and 97% wanting to continue using UbiGo. However, the 15! mismatches and gaps need to be resolved or at least deliberated upon in order to create a 16! commercially viable transport broker service. Based on the experience gained, the authors 17! conclude that truly "collective transport" must involve close cooperation between public and 18! private actors, and the consideration of at least these three, sometimes conflicting, 19! stakeholders' perspectives, in order to create integrated solutions. Furthermore, new business 20! models are needed to address the challenges associated with future, integrated, urban mobility 21! solutions. 22! 23! KEYWORDS 24! field operational test, multimodality, seamless travel, travel service, stakeholder, user, travel 25! broker, service provider, society, private car ownership 26! 27!