Will 'Mobility as a Service', or 'MaaS', change our travel behaviour? To answer this question, the Netherlands Institute for Transport Policy Analysis (KiM) studied the experiences with MaaS across Europe and consulted focus groups in both urban and peripheral regions.
So far, the term 'Mobility as a Service' has been used for initiatives with different levels of integration. Some of these aggregate travel planning information through one interface or app, others also offer booking and payment services. Currently a limited number of MaaS services also offer subscriptions or bundles. The KiM study concentrates on MaaS services that at least integrate travel planning, booking and payments.
KiM concludes that in the near future, 'Mobility as a Service' will not bring about drastic changes in travel behaviour. At the same time, MaaS will have enough of an added value to attract certain types of travellers, mainly young people and ‘early adopters’, in larger cities. They will probably use MaaS services for incidental journeys.
The study also elaborates on the question how MaaS can grow into a successful concept. For this to happen, MaaS should offer autonomy, flexibility and reliability. Preferably, they should be available everywhere, which for rural areas might not be feasible.
Whether MaaS offers an added value depends on the ‘the four Cs’: cost, convenience, choice and customisation.
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