Scientific 1: Developing MaaS business models
Tuesday, 28/Nov/2017: 11:00am – 12:30pm Location: Large conference room – Verne
Business models for MaaS, Aki Aapaoja, Jenni Eckhardt, Lasse Nykänen
VTT Technical Research Centre of Finland Ltd., Finland
Purpose
The purpose of this paper is to present potential business models for Mobility as a Service. These models include commercial, public transport operator and Public-Private (-People)-Partnership models. The focus is especially on business models for MaaS in rural areas including the organizing of statutory social and health service transportation. The paper also discusses service agreements and revenue models of MaaS operators.
Methodology
The results are based on two projects: European MAASiFiE project studying the MaaS concept widely, and a Finnish MaaS project concentrating on rural MaaS. Both the projects included interviews, literature study and workshops as methods for the development of business models. Also several cases, including MaaS services and pilots, have been studied contributing to business model development.
Findings
As the outcome of the studies several business models will be presented.
- Two commercial business models were recognised: Reseller and Integrator.
- The Reseller model refers to travel agency type activities integrating different transport services, being suitable mostly for travelling.
- The Integrator model is a novel model with uncertainties regarding e.g. service combinations, mobile services, one-stop principle and user acceptance. This model may have plenty of variation and its success is uncertain due to little experience.
- A public transport operator model integrates additional/ new transport services to existing public transport network offering first-/last-mile solutions. A generic PPP business models will be presented offering also subsidised transport services. Even though this PPP business model is considered suitable especially for rural areas, a more comprehensive PPP(P) business model dedicated for rural MaaS is presented.
- The PPP(P) model includes widely different transport needs in rural areas including e.g. social and health service transportation, municipality organised transportation, shared resources of private people, parcel deliveries and activity/event services.
Implications
Changes in society, e.g. tightening environmental and financial targets, require new ways of organizing transport.
- Cities have challenges with emissions and congestion while
- Rural areas have challenges organizing transport services efficiently due to long distances, sparse population and narrow flows of people and material.
Thus collaboration of different stakeholders and combining different transport services are a prerequisite for viable MaaS services. MaaS business models presented in this paper can facilitate the development of MaaS services in different contexts, and especially in rural areas by offering extensive business models for service development.
Providing alternatives to the private car: the dynamics of business model innovation, by Steven Sarasini1, Ove Langeland2
1RISE Viktoria, Sweden; 2Institute for Transport Economics, Norway
Purpose
The decarbonisation of the road transport system is a major challenge. Despite opportunities to ride public transport, bicycles and to walk, privately-owned cars continue to dominate mobility regimes. In addition to CO2 emissions, the use of cars creates air pollution and noise, and the need to make cities more attractive is conflated with problems such as congestion and lack of space.
By providing an alternative to private car ownership, Mobility as a Service (MaaS) can have positive sustainability impacts. Within MaaS systems, privately-owned cars are replaced by an integration of mobility services, one of which is car sharing. Although the growth of car sharing over the last decade is spurred by digital technologies and applications, this type of mobility service relies heavily on business model innovation. The latter is the main topic of this paper, which focuses on role of car sharing as a key element of integrated mobility services. We aim to address the following research question:
“What are the dynamics and applications of business model innovations in the field of low-carbon mobility services?”
Methodology
This paper utilises desktop studies and around 20 interviews with mobility service operators in Norway, Sweden, Finland and Denmark. Theoretically, the study draws on two perspectives – business model innovation and transition theory.
Findings
Little has been done to examine business model innovations in the field of mobility services. These types of business models can be divided into three categories. Business-to-consumer (B2C) and business-to-business (B2B) car sharing refer to service provisions to client individuals and organisations respectively. By contrast, peer-to-peer (P2P) refers to services that rely on private car owners who make their vehicles available to others. A fourth and emergent mode of car sharing is linked to the integration of different transport modes (e.g. public transport, taxis, car clubs, bicycle pools) in a single offering (MaaS).
We argue that different types of car sharing business models are required for a transition to a low-carbon transport system. In cities and suburbs, the three categories described above can be combined with other modes to enable a reduction in C02 emissions, whereas the deployment of B2C business models is more challenging in less densely populated (i.e. rural) areas. In such places, B2B and P2P models can in some instances provide an alternative to private car ownership. We outline a set of drivers and barriers to innovation in the field of car sharing, including factors related to parking regulations, taxation, customer acceptance and openness between private and public organisations. We also discuss the interlinkages between mobility services and new technologies (e.g. electric and autonomous vehicles) that can bring about sustainability gains.
Implications
Overcoming barriers to business model innovation in this field will likely require actions from a multitude of public and private sector actors. We seek to influence the governance of a transition to sustainable mobility services by outlining implications for targeted stakeholders such as governments and policymakers, and different types of mobility service providers.
MaaS in tourism along Danube, by Lucia Ilieva
Club “Sustainable development of Civil Society”
The Danube region is one of the most promising tourism destinations in Europe, with more than 100 million overnight stays per year in registered facilities (Eurostat). Most of the trips to the Danube and within the Danube region are carried out by car. The dominance of car usage is the reason for the unsustainable development of the transport sector, being a main source of GHG emissions, pollutants and noise. Hence European policies call for a decarbonisation of transport promoting a mobility transition.
For the development of sustainable mobility in tourism, appropriate mobility services along the whole travel chain are needed – in and between the destinations. The current situation along the Danube shows another picture. The quality of public transport services as well as the coordination with other mobility services is still weak especially in the lower sections of the Danube. Integrated multimodal transport services and integrated information allowing people to select the most suitable mode of transport and/or possibilities to combine the existing mobility services along the travel chain are missing in most of the regions.
Getting understandable and comprehensive information on possibilities to travel the Danube regions with sustainable means of transport is still not easy. Existing transnational tourism information platforms (e.g. Danube.travel) are mainly focusing on the description of touristic attractions. Platforms providing information about existing sustainable mobility services are mostly limited to the national territory – information is provided in national language. At the destination it is even harder to find people that can know about existing bus services, train timetables, etc. Different levels of know-how for the development and implementation of sustainable mobility services as well as a lack of cooperation between the relevant stakeholders – within the transport sector and between the transport and the tourism sector – are major challenges for bringing forward the concept of sustainable mobility. The project Transdanube.Pearls aims at overcoming these deficiencies, starting with building a sound basis for cooperation and increasing the capacity to promote and further develop improvements in sustainable transport services and information for visitors, which will provide added value for the inhabitants as well.
Scientific 2: Micro transit and MaaS
Tuesday, 28/Nov/2017: 11:00am – 12:30pm Location: Small conference room 2 – MINTC & FTA
An Optimization Based Analysis of a Micro Transportation Service, by Johannes Asamer, Benjamin Biesinger, Sebastian Knopp, Pamela Nolz, Martin Reinthaler, AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
Purpose
In most rural areas high rates of motorized individual transport are observed since only few public transportation services are available. At the same time, progressing urbanization forces an increasing number of people to commute between rural and urban areas where convenient public transportation services are available. Micro transportation services operate a fleet of vehicles in order to bridge this gap by transporting people between rural places and public transportation hubs such as train stations. In comparison to taxis, their fees are quite low. However, multiple customers are driven in the same car at once, and demands must be pre-announced. Communes might be willing to subside such services since they profit from affordable public transport, decreased local emissions, and avoided car-induced traffic in neighboring urban centers.
This study investigates measures for improving operating cost and user convenience of such services based on methods stemming from operations research. Trade-offs between customer travel times and operating costs are analyzed and optimized for a real-world setting.
Methodology
We analyze a use case based on real-world data stemming from a transportation company operating in the district of Korneuburg, Austria (near Vienna). Usually, trip requests are known a day before. So, tours can be planned beforehand taking operating costs and user convenience into account. Allowed detour durations and departure time deviations are measures for user convenience. When relaxed, they provide flexibility for service providers to combine user trips into common tours in order to increase vehicle capacity utilization. These trade-offs between convenience and costs are analyzed by computing and comparing different plans determining vehicle tours. This comparison is implemented based on algorithms for the well-known pick-up and delivery (or dial-a-ride) vehicle routing problem with time windows.
Findings
We solve multiple problem instances with varying time windows, each modeling a different level of user convenience. For instances based on requests stemming from real-world data, results show that user trips can be combined without considerably deteriorating service quality. E.g., already allowing a few minutes of additional waiting time or detour yields cost improvements that depend on the number and distribution of requests per day. Results are compared with real-world GPS-traces recorded over a period of more than one year. First numerical results indicate that these routes can be improved in terms of operating cost by the proposed application of optimization methods.
Implications
Operating micro transportation services in a cost efficient and user convenient manner is crucial for scaling up their application to further regions. Results based on real-world data show that a decision support system directing the fleet of vehicles in a meaningful way can have crucial impact on the amount of sharing and pooling involved. In this sense, such services provide a link between areas with diverging public transportation offers that can be seen as an implementation of a mobility as a service concept supporting sustainable transportation, in particular for commuters.
Why people switch to a modern on-demand ride service based on sharing? Background and motivation of Kyyti passengers in Finland by Arto O Salonen1, Johanna Taskinen2, Riku Karvonen3
1Metropolia University of Applied Sciences, Finland; 2Tuup; 3Tuup
The culture of mobility is evolving. Vehicles are more often replaced by trouble-free access and good availability of mobility. Seamless and effective ride services can reduce car-dependency and its adverse consequences such as emissions, congestion and high costs of mobility. Cars also require highly valuable urban space and an expensive street infrastructure. New digital tools enable citizens to meet their individual mobility needs more effectively and flexibly.
Our research is a case study focusing on the Kyyti ride-service launched in 2017 in Oulu, Turku and Tampere in Finland. Kyyti is one form of micro-transit: a service that lies in between traditional taxi and public transport. It is an on-demand service which takes passengers from door to door like a taxi would, but is much cheaper than a taxi because several passengers are matched into the same vehicle and ride. The final routes and timetables for the rides are created based on the chosen flexibility of each passenger. A notification about the exact pick-up time is sent in good time beforehand.
Kyyti is ordered by the mobile application Tuup that allows customers to plan their route, compare the various mobility options and pay a ride in advance. Customers can choose the best option for their mobility needs. They can significantly affect the price by giving more possibilities for sharing the ride if they are able to be flexible in travel and waiting times.
In order to mainstream micro-transit, we are interested to learn what kind of citizens are using the service and what kind of motives they have.
(a) Who is using Kyyti? Are there any differences between customer segments in different cities?
(b) Why do customers choose Kyyti? What are the differences in user motivations between different user groups? Do the motives of customers vary between different cities?
(c) What mobility modes does the Kyyti-service replace? Are there any differences between cities?
We apply mixed methods. The quantitative data will be collected by a digital questionnaire from the users of Kyyti in 2017. The goal is to get answers from 1 000 informants. We also interview users of the new micro-transit service. These interviews complement the data obtained with the quantitative method.
Results of this research will help to plan better on-demand ride services based on sharing in order to reduce mobility-related emissions, congestion and costs in future. First we are able to identify backgrounds of citizens who shift their travel modes in three Finnish cities. Second, we know motivation of the customers of the micro-transit services. Especially interesting is the influence to car use and even car ownership. Our initial results show that the second car may well be replaced by Kyyti-like services. However, replacement of the first car requires strong public transport supply which is only available in major urban areas. Due to adverse consequences of traffic fewer cars are better for the society and the planet.
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Christoffer Weckström1, Milos Mladenovic1, Waqar Ullah1, John D. Nelson2, Moshe Givoni3
1Aalto University, Finland; 2University of Aberdeen, UK; 3Tel Aviv University, Israel
Purpose
A range of opportunities for transforming urban mobility arise from the increasing number of available transport modes, range of pricing options, mobility-on-demand services, and changing user expectations. Mobility-as-a-service (MaaS) concept has been a leading example for these changes in the mobility landscape. Flexible micro transport services (FMTS) are an important part of the ongoing mobility landscape transformation, being located in a continuum between taxi and bus service, and ranging from less formal community transport to area wide networks. This research focuses on Kutsuplus, FMTS that was operating in the urban parts of Helsinki during 2012 to 2015. The service included a range of new technological development, ranging from routing algorithm to marketing and user interface. However, at the end of 2015, the service ended due to budgetary constraints. In the context of service discontinuation, and the lack of in-depth understanding of user perspectives about urban FMTS, this research aims to uncover the perspectives of the actual (non)-users of the system, and draw lessons for scaling up MaaS solutions.
Methodology
In order to investigate user perspectives about Kutsuplus, this research has focused on understanding socio-economic and travel behaviour background of users. In addition, the research focus was on underlying reasons for using or not using the service, as well as on gathering user comments and recommendations. For the methodological approach, the research team has decided to use web-based questionnaire with mapping capabilities, commonly used in participatory planning practice. The mapping capabilities of questionnaire enabled collection of georeferenced data. Data gathered from the questionnaire has been verified with the analysis of the actual Kutsuplus trip data, using summary and GIS analysis.
Findings and Implications
The results show that Kutsuplus users had a range of socio-economic and travel behaviour features. However, socio-recreational trip purpose has been the most frequent one, with addition subcategories emerging, such as healthcare or child-related, or travel with luggage or pets. In addition, the results include detailed analysis of stated trip characteristics. Kutsuplus trips were geographically spread out over the whole area. However, most frequent trip origins and destinations centred on several, mostly business-related, locations. Furthermore, the results include qualitative analysis of respondents’ opinions and recommendations about positive and lacking FMTS features. Contrary to the public discourse, the research result implicate that financial obstacles were just a “tip of the iceberg”. In fact, there were several factors, where each of the factors is not significant in itself, but in combination with other factors introduces barriers for successful technological transition. The paper ends with a summary of positive Kutsuplus features, followed by the discussion of aspects for future MaaS deployments, including end-user and service area analysis, marketing strategy, and service usability. As this research highlights the complexity of breaking the car dependency in the urban transport systems, pointing out a range of interdependencies that play a decisive role in success of FMTS, there are several other opportunities for further research.
Scientific 3: MaaS and sustainability
Tuesday, 28/Nov/2017: 1:30pm – 3:00pm Location: Large conference room – Verne
A COMPARATIVE ANALYSIS OF VANPOOL AND SINGLE OCCUPANT COMMUTERS’ SELF-REPORTED STRESS LEVEL BEFORE AND AFTER THE COMMUTE by Crissy Joy Ditmore1, Devon Malia Deming2
1Conduent Inc.; 2Los Angeles County Metropolitan Transit Authority
Purpose
The purpose of this study was to examine behavioral observations of two specific commute modes to determine if those that use a vanpool (VP) to commute to and from work experience a different level of stress than their single-occupant vehicle (SOV) counterparts. This was intended to bring the concept of psychographics, how people think and feel, to commuter focused research. In this study, survey respondents provided their personally perceived level of stress both before and after their commute on a scale between one and ten. Qualitative analysis of the change reported as a number, was followed by statistical analysis by applying confidence intervals to infer the probable range of median values for each data set, which was used to measure the change.
Methodology
The processes used to design the survey and implementation tools took into consideration the confidentiality and expectation of privacy for respondents as evidenced in the Informed Consent procedure. Respondents were instructed on the Merriam-Webster definition of stress as “a physical, chemical, or emotional factor that causes bodily or mental tension and may be a factor in disease causation” to use as a baseline to gauge their self-assessment. Then, each participant was asked “based on that, what is your level of stress for today’s commute?” All statistic methodologies used measure the change in stress as reported from before the commute and after.
Findings
There were 5,515 individual responses received, including 70% SOV and 16% VP commuters. Over the term of the study, vanpool commuters reported a 21% difference in stress than the SOV commuters. Breaking down that number, vanpoolers reported a 5% decrease in stress, while the SOV commuters reported a 16% increase in stress.
On average, vanpool commuters had a slightly higher level of stress than their SOV counterparts before the commute. However, by the end of the commute the same group reported a lower level of stress than its original score, and a significantly lower reported level of stress than the SOV commuters. The evening commute vanpool participants showed a higher stress level before the commute compared to the SOV participants, which actually lowered after the commute. Conversely, the SOV commuters stated a lower level of stress than the vanpool commuters before their commute, and experienced a higher level of stress at the end of their commute.
Implications
The only category of commuter that resulted in less stress after their commute was the evening vanpool group. This could be an important behavioral marker to note; the vanpool group was able to start their evening at home with lower stress, which could be beneficial to the individual; further research is required to understand why. All other categories showed an increase in stress after the commute.
The many questions raised as a result of this study, such as “will other modes of transportation reflect similar reductions?” etc. reaffirm a need for ongoing research in commuter decision processes. This study provides a unique perspective into potential (even unrealized) motivating factors for vanpoolers as well as single occupant drivers.
Can we design mobility services by accounting for complexity and social justice? By Milos Mladenovic1, Montasir Abbas2
1Department of Built Environment, Aalto University, Finland; 2Department of Civil and Environmental Engineering, Virginia Tech, USA
Purpose
Recent convergent development of sensing, computation, and communication technology is enabling the advent of self-driving vehicle (SDV) technology. Moreover, general advances in digitalization and wide spread smart-phone use are enabling the advent of mobility services, exemplified in a Mobility as a Service (MaaS) concept. Considering the potential societal-wide disruption stemming from these emerging technologies, a need arises for simultaneously considering the development of mobility technologies and services. The simultaneous consideration of mobility services and technology is necessary because of the requirements of complexity and social justice of mobility systems. In the spirit of Value Sensitive Design, as socio-technical systems, a mobility system design has to account for underlying behavioural aspects alongside the technological interdependencies. Moreover, mobility system design has to account for how advantages and disadvantages will be distributed among users. However, there have been limited previous efforts in simultanous consideration of mobility services and technology. Accounting for these two dimensions as fundamental requirements for technology and service design, the objective of this research is to provide a proof of concept for feasibility of such a design approach.
Methodology
The basis for this research is a version of Priority System (PS), developed as integrated mobility and traffic management framework. Based on the explicit formulation of complexity and social justice requirements, PS provides an opportunity for the user to select a Priority Level (PL) for her trip, in addition to a destination and a route. Moreover, PS includes a scheme of non-monetary Mobility Credits, and has a direct relation to SDV control at the intersection, route, and network level. In addition to elaborating PS based on existing knowledge, we present a web-based experiment focused on evaluating the proposed concept. Web-based experiment is used for human subjects’ interaction with a version of PS, based on such capacities as faster speed, lower cost, greater external validity, the ability to experiment around the clock, and high degree of automation of the experiment. Following a general form of stated-preference methodology, we provide a detailed description of web-based experimentation setup.
Findings
Findings focus on the information collected from the web-based experiment, with a total of 266 participants, along with an average of 34.1 PL selections, and median of 20 PL selections per participant. Findings include in-depth insights into human decision-making within the proposed integrated mobility and traffic management framework. A particular focus is on the distribution of PL selections based on trip purpose, time obligation, and expected travel delay, as well as PL selection in relation to Mobility Credits. In addition, the paper presents a summary of respondents’ comments. A set of comments relate to positive PS features, potential for system failure, suggestions for further development, and user factors that should be taken into account in further development. Moreover, there are comments on the general mobility technology development. We conclude the paper with recommendations for further research, emphasizing upon the need for understanding human decision-making and potential in using web-based environment for further participatory development of SDV and MaaS technology.
What characterises a sustainable MaaS business model?
Steven Sarasini1, Jana Sochor2, Hans Arby3
1RISE Viktoria, Sweden; 2Chalmers University of Technology, Sweden; 3Ubigo Innovation AB
Purpose
Generally, business models are increasingly recognised as a vital component of transitions towards sustainability (Bocken et al., 2014; Bocken and Short, 2016; Boons and Lüdeke-Freund, 2013; Schaltegger et al., 2016, 2012; Stubbs and Cocklin, 2008). For example, several works have noted that new business models may unlock the economic potential of electric vehicle technology and assist in its adoption (e.g. Budde Christensen et al. 2012; Costain et al. 2012; Weiller et al. 2015). Mobility as a Service (MaaS) can, in principal, revolutionise the way we travel and has a huge potential to improve the sustainability of the transport system. Whilst is not presently clear which business model/s will underpin the development and adoption of Mobility as a Service, it is possible to outline the characteristics of a sustainable MaaS business model. This paper aims to address the following research question:
“What characterises MaaS business models that deliver improvements in the economic, environmental and social sustainability dimensions?
Methodology
This paper utilises desktop studies to identify a set of key tenets and principles for developing sustainable MaaS business models. We draw upon the literature on mobility services and low-carbon transport technologies and fuels to derive insights on what makes a business model sustainable. We also utilise the business model literature to generate insights regarding the content (what is done), structure (how it is done) and governance (who does it) of sustainable MaaS business models (Zott and Amit, 2010).
Findings
The road transport system is unsustainable for a variety of reasons. It faces challenges in each of the environmental (e.g. climate change, air pollution, noise and oil dependency); economic (e.g. congestion, resource efficiency) and social (e.g. accessibility, social inclusion) sustainability dimensions. Overcoming these problems in the short term implies that MaaS business models must deliver reliable, accessible and affordable mobility that encourages shifts away from less sustainable modes (e.g. single occupancy vehicles) to shared vehicles, cycling and walking. In order to facilitate such shifts MaaS business models must also incentivize or encourage sustainable travel behaviour among users via dynamic pricing, gamification or other means. Further, MaaS business models must improve the resilience of the transport system and provide a base for innovations in terms of new mobility services, data-based services and transport system governance. To these ends, the concept of open business model innovation provides useful tenets.
In the longer term, the concept of open business model innovation must extend to include cross-industry innovations from the ICT, transport, automotive and energy industries. Such collaborations will facilitate the uptake of technologies such as autonomous and connected vehicles; electrified drivetrains; and material recirculation to improve the sustainability of the transport system in both the production and use phases.
Implications
We generate a set of tenets and principles for sustainable business models that can be implemented by a range of practitioners and stakeholders within and beyond the MaaS field. These include MaaS operators and service providers, ICT companies, public transport operators, government bodies and the automotive sector.
Scientific 4: Market potentials
Tuesday, 28/Nov/2017: 1:30pm – 3:00pm Location: Small conference room 2 – MINTC & FTA
Users’ motives to adopt and willingness to pay for Mobility as a Service
Jana Sochor1, Steven Sarasini2
1RISE Viktoria, Sweden; 2Chalmers University of Technology
Purpose
Mobility as a Service (MaaS) is a new concept that could revolutionise the way we travel. However, a robust understanding of users’ willingness to adopt MaaS services; preferences among different transport modes; and willingness to pay for MaaS is currently limited by the small number of pilots and field operational tests in real-world settings.
Achieving behavioural change is a complex task. Mobility is a part of people’s everyday lives – not just an activity on its own – but rather a connector between other activities (Banister, 2008). The flexibility that personal car ownership affords is just one of several factors that entrench the current automobility regime and make it difficult to reorient the transport system (Geels, 2002). Yet the provision of MaaS can positively affect people’s possibilities and willingness to engage in various activities and thus improve accessibility (Farrington and Farrington, 2005). So-called millennials are less likely to purchase automobiles, and travellers are increasingly motivated by health and environmental concerns. However, a so called ‘attitude-behaviour gap’ exists among travellers, such that environmentally positive attitudes are not always manifested in environmentally positive behaviour (Bamberg et al., 2011; Lane and Potter, 2007; Møller and Thøgersen, 2008; Peters et al., 2015; Pooley et al., 2013). Underlying reasons include conflicting goals between sustainability and other everyday activities, alongside demands for satisfaction, comfort, speed, as well as passengers and luggage (Anable and Gatersleben, 2005).
This study aims to improve our understanding of user perspectives by addressing the following research question: “What motivates users’ to adopt MaaS services and what is their willingness to pay?”
Methodology
This study utilises user surveys that focus on individuals/families that have participated in pilots and field operational tests of MaaS in Sweden and Finland. We conduct analyses of 2-4 case studies, including UbiGo (SE), Tuup (FI) and Ylläs Around (FI) as part of a wider project entitled BoMaaS (Building the Open MaaS Ecosystem), funded by Tekes.
Findings
Our findings elucidate a range of factors that influence users’ inclination to adopt MaaS as a replacement or supplement to private car ownership. These include: the combination of modes within MaaS offerings; the convenience and usability of the service; the design and function of smartphone applications; environmental motivations; and so on. Our study also explores users’ expectations before and after having trialled a service, investigating whether these expectations have been met. We also explore users’ willingness to pay for MaaS offerings by investigating their perceptions of the pricing models in existing MaaS services.
Implications
We generate knowledge that can directly influence the development and implementation of sustainable MaaS services. The study derives implications for practitioners including MaaS operators and mobility service providers that are responsible for the delivery of MaaS. Further, our findings may be useful to stakeholders that have an interest in understanding the social implications of MaaS in different settings. Such stakeholders include public transport agencies and authorities, local governments and town planning offices.
What are the prospects for switching out of conventional transport services to mobility as a service (MaaS) packages?
David Hensher, Corinne Mulley, Chinh Ho, Yale Wong
University of Sydney, Australia
Purpose
Mobility as a Service (MaaS), which brings all modes of travel into a single mobility package, has received great attention from interested parties, including transport authorities, transport providers (public transport, car-sharing, bike-sharing, taxi, car rental), software developers, brokers, engineers, academics and environmental groups. Different business models have emerged in which interested parties work together in order to provide integrated mobility services to MaaS subscribers, who pay a subscription fee for the use of mobility services packaged in a MaaS plan. With such a smorgasbord of potential offerings, there is value in investigating how the potential market of MaaS would change preferences for travel when they are offered a one-stop access to a range of mobility services, and how much potential users value each item included in a MaaS plan.
Methodology
A state of the art critical review identifies attributes of various MaaS models and synthesises their features into a choice experiment in which different mobility services are packaged into a plan for respondents to select as a way of revealing their take-up and preferences for MaaS. An online survey is conducted in Sydney, Australia with mixed logit models estimated to obtain willingness to pay estimates for each item packaged in a MaaS plan. We also investigate the extent to which MaaS would change the way Sydney residents travel in the future, including the impact on car ownership, modal shift and induced travel activity.
Findings and implications
The empirical setting and the analysis identifies willingness to pay for elements of a MaaS plan and the way in which the structure of the mobility plan might affect take-up by customers. The implications are that better structured plans more closely meeting customer need can be identified.
Review on mobility as a service in scientific literature
Roni Ilmari Utriainen, Markus Matias Pöllänen
Tampere University of Technology, Finland
Purpose
Current transport system based on private cars is inefficient. User’s needs should be in the centre of transport system planning. In the new paradigm, the transport system is seen offering mobility services. Mobility as a Service (MaaS) model is combining public and private transport modes and thus aiming to provide seamless trips over one interface. As MaaS is a new paradigm in the transport system, an analysis of the MaaS research is needed to show what the interests and results in the research have been so far. This study aims to summarise the current state of the art of MaaS research through a literature study, thus creating an outlook on present knowledge on mobility as a service.
Methodology
The study is conducted by analysing the articles found in Science Direct and Scopus databases on mobility as a service in the end of May 2017. In Science Direct 13 articles and in Scopus 36 documents of which 11 were published articles were found including the expression “mobility as a service”, yet not all of these actually are MaaS-related. Additionally, other relevant MaaS-related articles are included in the analysis. Based on the topics of the articles, the articles can be divided to three groups, which are partly overlapping each other. Topics include effects of new services and definition of MaaS, experiences of MaaS pilots and trials, and the roles of different transport modes in MaaS. Literature review describes the scientific literature on MaaS according to the three groups.
Findings
As MaaS is a new concept there are not many scientific articles published yet. First papers on MaaS can be found from years 2013 and 2014. MaaS-related scientific articles concern typically MaaS trials and schemes, the role of public transport and private cars and their ownership. Many articles also discuss MaaS as concept and describe the effects of new mobility services.
In the literature, Mobility as a Service is described as a concept that enables seamless mobility without owning a car. Mobility services can be provided by one platform offering single payment for several transport modes and services e.g. public transport, car-sharing and taxis. New personalized mobility services provide a platform to combine traveller needs and service supply more specifically, which enhance cost-effectiveness of public transport and may reduce demand for public subsidy for public transport. A privately owned car is not necessary in many cases because of car-sharing services and thus alternative transport modes e.g. public transport receive new customers. The flexibility of MaaS enables freedom to choose suitable modes, which may increase the use of sustainable transport.
Implications
Reviewing the scientific literature on MaaS helps the stakeholders in the scientific community and elsewhere recognize the current state of the art. Currently, in 2017, we can identify the early stages of MaaS development. The amount of articles published on MaaS is currently low but showing a clear growth. As MaaS model has the potential to change mobility patterns notably, it will be an interesting topic for further research and scientific publishing.
Scientific 6: Institutional and policy dimensions
Time:
Wednesday, 29/Nov/2017:
8:30am – 10:00am
Location: Large conference room – Verne
Presentations
A topological approach to Mobility as a Service: A proposed tool for understanding requirements and effects and aiding policy integration
Jana Sochor1, Hans Arby2, MariAnne Karlsson1, Steven Sarasini3
1Chalmers University of Technology, Sweden; 2UbiGo Innovation, Sweden; 3RISE Viktoria, Sweden
Purpose: As of yet, there is little agreement on a definition of Mobility as a Service or on what makes a service a “MaaS service”. There are currently many examples of mobility services, from multimodal travel information to integrated ticketing services to “MaaS operator”-type services. However, lumping all these services together under “MaaS” creates confusion and potentially undermines the concept. Is MaaS definable? If so, what are the central elements? What is the topology of MaaS, i.e. What makes a service a “MaaS service” and how can one compare different types of services? The purpose of this paper is to shed light on these questions and propose a topology of MaaS as a tool for facilitating the discussion of MaaS. Such a tool enables the “comparison of” different services, and aids in discussing MaaS from various perspectives (society, business and users) and understanding MaaS’ potential effects; and thus helps integrate governance and public policies into MaaS services.
Methodology: A literature review looked at existing definitions of MaaS and similar concepts in order to identify commonalities and differences. Also, a multi-stakeholder workshop was held in order to structure the topology. Workshop participants identified key aspects and ascertained service differentiations accordingly. Results from both the literature review and the workshop are presented, cumulating in the proposed MaaS topology and auxiliary discussion.
Findings: Different descriptions and definitions highlight some common and some different central elements, although, no matter the term used, it is about: offering a service where the customer’s/user’s/traveler’s transport needs are the main focus; offering mobility rather than transport: offering integration of transport services, information, payment and ticketing. The resulting proposed MaaS topology consists of MaaS Levels 0 to 4 as characterized by different types of integration: 0 no integration; 1 integration of information; 2 integration of payment; 3 integration of the customer relationship and experience; 4 integration of policy. The levels are described in terms of their added value and further discussed regarding implications for business, society, users, and technical requirements. A deeper discussion also delves into the potential in expanding upon level 4 and ways by which services and public policies can become more fully integrated.
Implications: Not all services are “equal” in the MaaS topology. The innovation in MaaS, but also the challenge, likely lies not only in the integration entailed in the levels described, but the organizational integration (not least between public and private actors) and the bundling that are required to achieve Levels 3 and 4. Understanding the topology and its implications adds clarity to the discussion of such a trending topic and enables the positioning of services along the MaaS spectrum. It also deepens the understanding of why MaaS can take time to develop (Levels 3 and 4 in particular) by identifying various barriers and enablers for the different topological levels, and can help support the development of action plans in terms of what needs to be done depending on what type of MaaS one wants to develop, including integrating public policies into MaaS services.
Institutional and policy hindrances for urban car sharing: examples from the UK, Israel, Finland and Sweden
Nihan Akyelken1, Moshe Givoni2, Marja Salo3, Andrius Plepys4, Jachym Judl3, Karen Anderton1, Sirkka Koskela3
1University of Oxford, UK; 2Tel Aviv University, Israel; 3SYKE Finnish Enviroment Institute, Finland; 4Lund University, Sweden
The rapid growth of cities requires effective management of transport demand and restructuring of transport systems to address the needs of growing urban populations in a sustainable way. In recent years, car sharing has emerged as an alternative to owning cars in city centres, which has potential to bring environmental gains and address social considerations. There is sizeable academic inquiry about the social and environmental benefits of car sharing and the barriers to its uptake and provision in different empirical contexts. However, most research on the determinants of its uptake and the ease of provision remains limited to investigating consumer demand and how to realise the benefits of car sharing. Drawing on the cases of the UK, Israel, Sweden and Finland, and using interviews, analysis of relevant policy documents as well as local knowledge, we aim to explore policy setting and systemic barriers for commercial car sharing services. Our findings indicate that the existing institutional structures and certain policies of local governments, such as vehicle taxation and congestion charging, are neither compatible with nor supportive of car sharing systems. Understanding the governance requirements of car sharing schemes necessitates identifying its role in relation to and integration with public transport systems. This in turn raises further policymaking issues for car sharing schemes.
Understanding institutional enablers and barriers to the dissemination of MaaS: A tentative framework
I.C. MariAnne Karlsson1, Till Koglin2, Annica Kronsell3, Emma Lund4, Dalia Mukhtar-Landgren3, Steven Sarasini5, Göran Smith1, Jana Sochor1, Björn Wendle4
1Design & Human Factors, IMS, Chalmers University of Technology, Sweden; 2Department of Technology and Society, Lund University, Lund,Sweden; 3Department of Political Science, Lund University, Lund, Sweden; 4Trivector, Lund, Sweden; 5RISE Viktoria, Göteborg, Sweden
Integrated mobility services – or MaaS – are services where the customers’ transport needs are met by a service that not only integrates a range of mobility services, both public and private, but also provides one-stop access to all services through a common interface. The potential of this kind of service has attracted a lot of attention but, even so, the number of pilots and trials is still limited.
The overall purposes of the project “Institutional Frameworks for Integrated Mobility Services in future cities” (IRIMS) are to understand and explain how institutions can enable, but also impede, the realisation of IMS. Institutions are here defined as a relatively stable collection of rules and practices, embedded in structures that enable action.
As a first step, a theoretical framework has been developed with the aim to generate knowledge of and policy recommendations for the promotion of integrated mobility services (IMS) with specific regard to institutional dimensions. The framework includes factors at the macro (or societal), meso (or business/organisational) and micro (or individual) levels, including significant societal trends as well as individual’s needs and behaviour.
The macro level includes broader social and political factors, including both formal rules and more informal social norms and perceptions. The division between formal and informal variables recur on the meso and micro levels respectively. The meso level – which includes both public and private actors at regional and local levels – consists of both formal institutional factors (such as taxation and regulations), and informal factors (such as organizational culture and inherited networks between regional actors). Each actor enters the collaborative processes that signify IMS with their own ideals, interests and expectations, and it is in these processes of negotiation that the framework takes it point of departure. It is also in this context that business models will be developed, another central aspect of the realisation of IMS. Finally, the framework includes the micro level, where an individual perspective is placed at centre stage. Individuals are affected by various formal incentives, as well as more informal aspects such as self-image and social status.
Through the application of the framework to analyse different case studies, empirical findings help illuminate which institutional factors enable or constrain the development of IMS. The findings provide the empirical and analytical foundation for suggestions on how formal and informal rules and practices can be modified to enable new IMS to contribute to sustainable mobility.
Scientific 7: MaaS in cities
Time:
Wednesday, 29/Nov/2017:
8:30am – 10:00am
Location: Small conference room 2 – MINTC & FTA
Presentations
Consideration of co-creation autonomous distributed system for MaaS
yousuke hidaka
East Japan Railway Company, Japan
Japan has a population of 120 million people and an area of 377,971 square kilometers. In particular, the Tokyo area with the capital has a population density of 6,123 people / square kilometer, and advanced transportation networks are in place to support highly developed economic cities. Also in other cities transportation is being maintained along with the road network. However, each transportation network has been subdivided into 150 models of railway operators, 800 bus companies and 15000 taxi operators in Japan, due to the circumstances of conversion from national government to a model operated by private enterprises. In this paper, we explore the merit of realizing Mobility as a service as a position of a private business operator, discuss its methodology, and describe a road map to multiple realizations obtained through interviews and interviews with stakeholders.We also collaborated with private transportation operators and administrative agencies to develop MaaS smartphone applications and conducted ongoing trials in three cities.As a problem, differences in specifications of systems owned by many business operators are sometimes not constructed on the premise of collaboration, and we propose a coautho- ment autonomous decentralized system as a methodology and system architecture to solve them.Co-creative Autonomous Decentralized System is based on the idea that it will become one organization after accepting the differences without making them all the same specification. It assures “expandability” “high quality” “reliability” “maintainability” as a feature. Assuming cooperation between heterogeneous data and different companies, there is a trade-off relationship between “extensibility”, “high quality”, “reliability” and “maintainability”.Based on these policies, we reconsidered the information system related to transportation, and constructed important keywords about its relation and operation method.One is to optimize the relationship between each data obtained from the present system and service, for example, automatic modification of a point point registered from the user’s movement log data. In addition, when holding similar and duplicate data between a plurality of business operators like a car navigation system and a pedestrian navigation system, an ecosystem which owns the difference between them and mutually holds the difference and uses it for the company’s system optimization .As a result, it will be possible for private transport companies and related private enterprises, which are missions to maximize their profits, collaborate to build a socially valuable service. While building these small ecosystems, we propose a co – creation autonomous distributed system that realizes sustainable Movie as a service.
Mobility as a Service: Comparing developments in Sweden and Finland
Göran Smith1,2,3, Steven Sarasini4, Jana Sochor1
1Chalmers University of Technology, Sweden; 2K2 – The Swedish Knowledge Centre for Public Transport; 3Västra Götalandsregionen; 4RISE Viktoria
Purpose
This paper examines how institutional factors influence developments in the field of MaaS. We draw upon neoinstitutional theory, which describes institutions as comprising regulative, normative and cultural-cognitive dimensions, in order to describe drivers and barriers of MaaS developments in two Nordic cities: Gothenburg (SE) and Helsinki (FI). These two cities are arguably global pioneers of the MaaS concept. Hence we utilize our cases to identify a set of general contextual preconditions and stakeholder actions that allow societally beneficial MaaS developments to flourish.
Methodology
We performed 31 interviews with key stakeholders in Finland and Sweden during the period September 2016 to February 2017. Respondents consisted of public and private actors directly involved in MaaS developments. We coded and clustered transcriptions of the interviews inductively, using Atlas.TI, before further analyzing the coded groups to identify institutional preconditions, stakeholders and activities. Hence the paper outlines: 1) a list of institutional preconditions; 2) an ecosystem map; and 3) a timeline for each case. By comparing our two cases and focusing on the disruptive power of digitalization, we investigate the role of institutions as key structures given their capacity to bring about differentiated outcomes.
Findings
In Gothenburg, current interest in MaaS is linked to the goal of doubling the number of trips made via public transport by 2025, compared to 2006 levels. The idea of MaaS originated from a research and innovation project entitled Go:Smart, which trialed the UbiGo service in 2014. The project consortium has been most active in MaaS development ever since. Research organizations, the regional PT authority and the Swedish innovation agency are key actors alongside a start-up that was initiated to refine the UbiGo concept. Further, PT authorities have been working on a deliverance model. Their work includes market dialogues and coordination with other regional authorities and national initiatives. Lately, the impact of national initiatives has become more prominent.
In Helsinki, interest in MaaS issues from a nationwide and ongoing quest to develop a more cost-efficient public transport sector and to identify new growth industries linked to digitalization. Consequently, public and private actors at national and local levels have cooperated closely. Key activities include the deregulation of the personal transport sector, with the aim of facilitating MaaS developments; demonstrations of MaaS services; and the marketing campaigns of ITS Finland and MaaS Global.
Implications
By drawing similarities and differences across our two cases, we identify a set of general implications for other cities, regions and nations with an interest in MaaS. Developments in Finland demonstrate the importance of top-level support from national authorities, of inter-organizational collaboration and trust among key stakeholders. Further, the Swedish case reiterates the need for collaboration between public and private sector actors, particularly with regard to creating the right conditions for the commercialization of MaaS services after the pilot phase.
Transport system planning in Helsinki region –dealing with big potentials and big uncertainties
Tapani Touru
Helsinki region transport, Finland
Transport system planning in Helsinki region –dealing with big potentials and big uncertainties
The Helsinki region has a long history of regional long-term transport system planning. The planning will guide the regional transport policy and the development of the transport system as a whole. The planning process has developed into its current form in stages. The recent major development step has been the stronger linkage of planning to regional land-use planning and housing planning. The Helsinki region planning process land-use, housing and transport plannin (MAL) is state-of-art, but uncertainties involved to it have increased drastically after the anticipated paradigm shift in mobility has entered the game.
Mobility as a service and development of technology have great potential but also involve a lot od of uncertainty. This uncertainty must be taken into consideration in the long-term plalnning. This presentation explains how this increased uncertainty about the future movement will be taken into account in the planning of the Helsinki region transport system planning and which is done as part of regional land-use, housing and tranport plan. The presentation will explain, what does realism and resilience mean in the MAL 2019 context.
There have been recently a lot of studies about the new technologies and services in transport, but there is little understanding of the systemic effects on land use, housing and the rest of the transport system or what are the steps to get towards different visions. MAL-planning includes studies on the subject. The simulation study about shared vehicles in Helsinki region, carried out by the OECD, is under way. The presentation describes the results of the work and describes how they are used in the MAL-context. In addition, the paper presents review of the ongoing MAL study, which provides a better idea of what the new technologies and mobility services mean for regional planning:
– What kind of potential do these technologies and services have in Helsinki region?
– What kind of effects the use of this potential have?
– What is the desired outcome?
– What should be done to use the desired level of that potential?
The results and conclusions of these studies will be used in Helsinki region plannin and they can also be utilized also in other urban areas.
Scientific 8: Roadmap for a paradigm shift
Time:
Wednesday, 29/Nov/2017:
10:30am – 11:30am
Location: Large conference room – Verne
Presentations
Challenges in the paradigm change from mobility as a self-service to mobility as a service
Markus Matias Pöllänen, Roni Ilmari Utriainen, Riku Aleksi Viri
Tampere University of Technology, Finland
Purpose
This paper discusses the challenges in changing the predominant paradigm where most of our current mobility needs are taken care with passenger cars in a self-service manner. The change to the model ‘mobility as a service’, MaaS, would mean a big shift in the current mobility patterns. The purpose of this paper is to describe the current state of mobility and the paradigm changes needed for MaaS to be successful.
Methodology
Current mobility patterns are described based on Finnish national travel survey and Finnish population data. The current mobility patterns are compared to the mobility patterns in MaaS model. In addition, the consumption patterns of Finns are analysed based on statistics on household consumption in Finland. By analysing different population and mobility groups, the change potential in mobility patterns is analysed based on what alternatives the mobility as a service models offer and how tempting these are for different population and mobility groups.
Findings
The current transport system and the everyday mobility is illustrated by passenger car dominance. 58% of the trips and 72% of the kilometres travelled are in passenger cars in Finland. In 2017, the Finnish population of 5.5 million inhabitants has 2.64 million passenger cars in use. Of the 19.0 billion euros that the Finnish households consume in mobility, including vehicle purchase and their use as well as purchase of different transport services, 15.1 billion is linked to cars and their use.
To move towards mobility as a service, the amount of personally owned cars would be expected to decrease as the mobility services, including both traditional public transport and the seamlessly integrated personal services, e.g. city bikes, taxi services or rental cars, would have a more users. As mobility services that are expected to be economically viable and thus offered in different areas vary, the situation differs largely between cities and rural areas, and between cities of different sizes and depending on the location in the urban structure, e.g. city centre vs. suburban area. Combining these findings the potential of mobility as a service model can be recognised in these different areas and for different population and mobility groups. As a result, the analysis also shows how big a change would be required to make people change their self-service mindsets to mobility as a service.
Implications
Mobility as a service has a potential to change the mobility patterns of people. The potential is anyhow different for different population and mobility groups as well as in different geographical areas. It is important to recognise these differences to be able to assess to true potential mobility as a service is offering to the transport system.
The European Roadmap 2025 For MaaS
Lasse Nykänen1, Jenni Eckhardt1, Aki Aapaoja1, Jana Sochor2, MariAnne Karlsson2
1VTT Technical Research Centre of Finland Ltd, Finland; 2Chalmers University of Technology, Sweden
Purpose
The purpose of this paper is to present European MaaS roadmap 2025, by describing drivers, enablers, market and MaaS service related on MaaS development in Europe. The main focus of this paper is on drivers and enablers, which are at the core of MaaS development and are pushing development towards the vision of MaaS: offer user-oriented multimodal transport services on a one-stop-shop principle utilizing digitalization and mobile applications. However, there are still several open issues such as regulations, markets, business actors, and stakeholder collaboration affecting the future development of MaaS.
Methodology
Workshops were the main method in this study. During the study, four workshops, three nationally and one internationally, were organized to conduct the European roadmap 2025 . Workshop 1 focused on future needs and visions for MaaS. Workshop 2 assessed and evaluated potential impacts of Maas. In workshop 3, national roadmaps were defined and in workshop 4, all the previous results from national workshops were consolidated and future steps were identified.
Findings
As the outcome of the study, European MaaS Roadmap 2025 is defined analysing short (1-3 years) and medium-term (4-9 years) actions and transition needed to reach the identified vision. The roles and responsibilities of all key stakeholder groups: academy and R&D, business, infrastructure & built environment, policy & regulation, technology & data, and social & culture, are studied in this timeline. Among stakeholder groups, the roles and responsibilities related to MaaS drivers and enablers vary and it can be stated that policy and regulation sector has the most important role, as it should work both, as the main enabler, but also as a key driver for the development. The roadmap points out that also academy and R&D sector has an important role in MaaS development, since it should work as an enabler for identifying best practices, conducting impact assessment, and developing living lab test environments. Also the business sector is seen as one of the key enablers, because the business sector is responsible for creating new pilots and services, collaboration and new business models, and developing one-stop-shop principle for mobility sector.
Implications
The roadmap is aimed for all stakeholder groups who are related to MaaS development and the purpose of the roadmap is to clarify different roles and responsibilities of actors how they can enable and enhance MaaS development.
Scientific 9: User perspectives
Time:
Wednesday, 29/Nov/2017:
10:30am – 11:30am
Location: Small conference room 2 – MINTC & FTA
Presentations
The importance of user-acceptance for the usage of multimodal mobility systems
Madlen Günther, Sebastian Müller-Blumhagen, Josef F. Krems
Chemnitz University of Technology, Germany
Purpose
Alternative transport modes (e.g. battery electric vehicles (BEVs), pedelecs) and intelligent mobility concepts (e.g. car sharing, multimodal mobility systems) are promising solutions for sustainable future mobility. Nevertheless, the user perspective is a key element for acceptance and market penetration of new mobility systems and technologies. Therefore, human factors research has focused more intensively on the interaction between humans and mobility systems.
Research has shown that acceptance is an important indicator of usage and purchase intention of products, systems and services (Bühler et al., 2014; Van Der Laan, Heino, & De Waard, 1997). Further, experience is a relevant moderator for acceptance and evaluating a BEV (Bühler, Cocron, Neumann, Franke & Krems, 2014; Cocron & Krems, 2013).
The present study aims to investigate the user-acceptance of a connected mobility concept. We analysed the influence of usage experience on the perception of the implemented sharing system, as well as user-acceptance of every single component (e.g. BEVs, pedelecs, public transport, booking tool).
Methodology
We set up a multimodal mobility system with BEVs, pedelecs and a public transport integration located at the Chemnitz University of Technology (Born et al., 2016). The field trial was designed as a longitudinal study that involved three main points of data collection (before system experience, after two weeks of usage and after four months of system usage). Within the paper, we analysed user-acceptance (questionnaire data) and usage behaviour (booked and covered trips).
Findings and Implications
Initial results show that at each point of data collection participants were on average satisfied with the multimodal sharing system and evaluated the system as useful. Nevertheless, users` system acceptance (usefulness and satisfaction) varied over time. However, results point to the potential of usage experiences supporting users in adapting to new mobility concepts (e.g. BEVs, car sharing systems, connected services).
References
Born, B., Günther, M., Jähn, B., Müller, S., Scherer, S., Temmler, A., Teuscher, J., Götze, U., Heinkel, U., Krems, J. F., Schufft, W., and Wanielik, G. (2016) Connected Electromobility – Between CO2 optimized energy management, user-centered design and cost effectiveness. 5. Conference on Future Automotive Technology, Munich, 03.-04.05.2016. https://mediatum.ub.tum.de/doc/1319481/1319481.pdf
Bühler, F., Cocron, P., Neumann, I., Franke, T., and Krems, J. F. (2014). Is EV experience related to EV acceptance? Results from a German field study, Transportation Research Part F: Traffic Psychology and Behaviour, 25 (A) 34–49.
Bühler, F., Franke, T., Schleinitz, K. Cocron, P., Neumann, I., Ischebeck, M., and Krems, J. F. (2014). Driving an EV with no opportunity to charge at home – is this acceptable?, Proceedings of the Human Factors and Ergonomics Society Europe Chapter 2013 Annual Conference, Torino.
Cocron, P., Krems, J. F. (2013). Driver perceptions of the safety implications of quiet electric vehicles, Accident Analysis & Prevention, 58, 122–131.
Van Der Laan, J. D., Heino, A., and De Waard, D. (1997). A simple procedure for the assessment of acceptance of advanced transport telematics. Transportation Research Part C: Emerging Technologies, 5, 1-10.
Searching for the potential of MaaS in commuting – comparison of survey and focus group methods and results
Tero Jukka Haahtela, Esa Ilmari Viitamo
Aalto University, Finland
Purpose
There is a lot of statistical data available on commuting behavior and its determinants. However, the existing data is limited in assessing the prospects and potential of MaaS. Therefore, we collected new data through focus groups and a specific mobility survey on MaaS in commuting. The purpose of this paper is to discuss the kinds of information and conclusions that can be obtained from these two complementary data collection methods.
The research is part of the ENSCC Smart Commuting project where one of the focus areas is the potential of MaaS in commuting in three different countries (Finland, Austria, Switzerland) for supporting sustainable mobility solutions.
Methodology
We have conducted a commuting survey with more than 500 respondents from the Growth Corridor Finland. Half of the respondents were from smaller municipalities and cities along the Growth Corridor whereas the other half of respondents were from large cities (Helsinki, Espoo, Vantaa, Tampere). We applied internet panel with representative sampling of working population aged between 18 – 65. The data was collected by Taloustutkimus through a questionnaire that had five categories of questions: background, present modes and rationales, satisfaction, propensity to change, and adoption of new solutions.
The focus group method was used to examine the factors, e.g. motivation, needs and rationale, affecting the individuals’ choice of the transportation mode in daily commuting. The second goal was to reveal what kind of changes and future services people need that would change their mode of transportation. We arranged six focus groups sessions with 39 participants.
Findings
The survey shows that approximately 90 % of the respondents are rather or highly satisfied with their typical mode of commuting dimensions: reliability/punctuality, service frequency, comfort, travel time, easy to use, enjoyment of travel. In our sample, 51 % use car as their primary mode for commuting. However, the propensity to switch to public transportation is higher among the car drivers than in the whole sample.
According to the survey and focus group results, the participants cannot yet identify the value added in the new emerging modes and services (like MaaS) of commuting. However, focus group method revealed latent needs of the participants that can be solved with MaaS and related concepts.
Implications
We conclude that survey and focus group methods complement each other. Both methods reveal that there is a demand for MaaS and new innovative Maas-related services among users. Furthermore, the methods show that the reasons why people still prefer using private cars in commuting, are rational. Whereas the survey does not provide sufficiently in-depth knowledge that would help in understanding the user-specific mobility needs on individual and household levels, focus group method is more appropriate in this sense. Such knowledge on user needs and motivations are of high importance for decision makers – e.g. municipal authorities, city planners, traffic planners, transport authorities and MaaS-related service providers – when planning the sustainable future mobility with MaaS and Maas-related services.
Business 1: Worldwide business cases
Time:
Tuesday, 28/Nov/2017:
11:00am – 12:30pm
Location: Small conference room 1 – Kyyti
Presentations
The worldwide business case of MaaS Global
Sampo Hietanen
MaaS Global
Presentation of the status of the worldwide business case of MaaS Global.
The business case for Tuup MaaS and Kyyti
Pekka Juhani Möttö
Tuup, Finland
Purpose
Mobility as a Service is based on the idea of offering consumers a wide range of mobility alternatives, motorized and non-motorized, all easily accessible. Tuup MaaS is such an application. It makes route planning, comparing different mobility services, including one of the firm’s own design, and payment of these services, easy and seamless.
Methodology
The MaaS business model can vary by the particular operator. Tuup’s business model is earning commissions from services sold, determined case-by-case based on the anticipated sales volume. Tuup MaaS is not yet integrated with a full array of services. Development resources have so far been used for overall system development, above all, development of Kyyti-service.
Tuup chose to enter the market by introducing Kyyti taxi-pooling service, situated between traditional public transport and taxi. Kyyti is aggressively priced and offers three service levels:
– Express is taxi-like direct service, but allows for minor route deviation to pick up or leave other passengers.
– Flex is more affordable. Passenger allows for some flexibility in both waiting and driving time.
– Smart is the most flexible and cheapest.
Kyyti was launched in Oulu, Finland, at the end of March 2017 and expanded to Turku and Tampere in June. The system is fully automated from customer interface to fleet management and driver application.
The Kyyti-business model is also commission on sales. Kyyti does not own the fleet nor operate it. Kyyti is a sales channel and system operator, actual taxi-operation is operated by existing legal taxi/minibus operators. From the taxi operator’s point of view, the sustainable model must provide better overall revenue resulting from more effective use of capacity.
Findings
In the first two months, Tuup had over 15.000 app downloads while the Kyyti service was available only in Oulu. More than half of Kyyti users had used the service more than once in that period.
Detailed information on the sales, how the sales are divided between the different service levels, average prices, average length, average passengers per order, how demand is spread per day and time of the day, etc are Tuup’s core business secrets and cannot be presented here. Detailed data allows Tuup to improve the service model based on actual customer behaviour.
Implications
There is great potential for Kyyti and services like it to fill a gap between exclusive taxis and fixed-route public transport, especially coupled to a MaaS app. Kyyti can currently only be ordered only via the Tuup MaaS app, where it is integrated in the route planner. But the possibility to introduce web-based ordering and other MaaS apps is open. The ideal case would be such where the same capacity could be used for several sales channels, for example, the same car driving for the traditional system and new operators like Kyyti. First experience has not been encouraging: In Oulu the traditional taxi system denied the existing permit holders from driving Kyyti orders, including the time when these taxis are not on duty
MaaS Scotland – An alliance of public and private organisations to deliver MaaS.
George Hazel
MaaS Scotland, United Kingdom
MaaS Scotland is a newly established network of companies in Scotland established to develop and deliver MaaS in urban and rural areas. At present there are 50 companies in the network linked to central and local government, universities and funders. We have establisehd a web page and a membership structure and are planning events, workshops and projects.
MaaS Scotland came out of 3 years research and development by Scottish Enterprise carried out by myself as Smart Mobility Network Integrator. This work led to an understanding of where MaaS came from. its potentail and the questions it raises. I have been appointed Programme Manager for MaaS Scotland.
The netx phase of work is to deliver phase 1 MaaS projects. This entails looking at the business/commercial model and how it can incorporate social and environmental goals, the technical aspects of delivering MaaS, the governance aspects of how the public and private sectors can combine to deliver MaaS and the data aspects regarding who holds the data and where and what are the security arrangemnets.
MaaS Scotland is currently developing 7 MaaS projects:
– a ferry service to one of the western islands linking rail, bus, car, cycle under one ticket and linking with tourism and local spend.
– a major sports event in 2019
– a MaaS system for Cairngorm National Park and Inverness region linking mobility with tourism and rural with urban
– several MaaS systems linking smaller twons with their rural villages and looking at packages local bus services, DRT, taxi, car clubs and peer to peer car share deleivered by the one MaaS aggregator on a pick and mix basis depending on local needs.
MaaS Scoptland is also learning from other metworks and MaaS projects to learn how MaaS can help increase the market and profitability of companies and the economic, social and environmental aspirations of communities.
By November of 2017 we hope to be advanced in our development of the MaaS business models and be able to report on our experiences with the proposed MaaS phase 1 projects.
I am also talking to the Scottish Government and the minister of Transport and the Islands about the potential of MaaS and how it can be applied at a National scale, ensuring that all MaaS systems work together rather like roaming. This ties in the the wortk of the EU MaaS Alliance regarding a Europe wide framework.
MaaS beyond Europe – lessons from Australia & New Zealand
Hany Eldaly, Andrew Somers
Mobility as a Service Australia, Australia
Although the rest of the world is watching, MaaS has made its greatest advances and has its most momentum in Europe. This presentation will use experiences from Australia and New Zealand to offer insights into how MaaS may progress beyond Europe.
Questions explored include: What impact does car dependency have on the potential for MaaS and what are the viable early adopter markets? What is shaping up to be the roles of government and the private sector? Are incumbents in industry preparing for change, and if so, how? What is being seen as the relationship and interdependencies between MaaS and automated vehicles? And finally, how useful are current projects focussing on on-demand transport to preparing for MaaS?
Business 2: Business enables
Time:
Tuesday, 28/Nov/2017:
1:30pm – 3:00pm
Location: Small conference room 1 – Kyyti
Presentations
FluidHub – Enabling local Mobility-as-a-Service
Anton Fitzthum
FLUIDTIME-DATA SERVICES GmbH, Austria
Purpose
The terminology MaaS is hyped since several years now and its potential solving today’s mobility problems is projected to be very promising. However, so far less services have been introduced to the market. In may cases the uncertainty of tomorrow’s role of stakeholders and a viable business model are the main barriers. This paper introduces the approach done by Fluidtime to overcome these issues and foster local MaaS initiatives to estalish more sustainable transport.
Methodology
Basically, it can be distinguished between Transport Service Provider (TSP), Platform Service Operator (PSO) and Mobility Service Provider (MSP) on one side and City/Region and Traveler on the other side. For each role a particular profile with corresponding interests and expectations from other roles can be associated.
Following this role model and its characteristics, the fundament for a viable business model of a local mobility marketplace has been developed, focusing on sharing costs between all beneficiaries — including both private and public stakeholders.
Findings
To adapt travelers mode choice accordingly, alternatives to deal with people’s mobiltiy demand have to be made available via TSPs and made accessible via MSPs. Starting with a comprehensive analysis of status quo regarding current traffic problems and available respectively missing transportation services locally – e.g. city and its catchment area – a strategic goal and a roadmap is deployed.
Based on this, the cloudbased product FluidHub is introduced to enable a local mobility marketplace that is capable to fulfill both the expectations of the MSPs (e.g. centralized access for all kinds of mobility, simplified contracting) and TSPs (e.g. increased visibility on the market). It furthermore enables an efficient and transparent management of TSPs and MSPs, which also includes a usage-based accounting to invoice the beneficiaries within tomorrow’s eco-system accordingly.
To optimize the public investment for enabling a sufficient level of mobility for its citizens and even improve the service quality, based on anonymized mobility data generated by the end-user services, an on-going analysis of the mobility behavior takes place and is made accessible.
It’s important to mention that diversification of MSP target groups is key. Ideally, local MSPs refer to already established customer relations and big customer bases (e.g. automobil clubs).
Furthermore, it is relevant that the role of a PSO can either be taken by a public entity, a private company or even being contracted via a PPP model. Nevertheless, to foster sustainable modes of transport, when it comes to the definition of the regulatory framework some kind of intervention towards the public interest makes sense.
Thus, it’s all about establishing a viable business area for both MSPs and TSPs to promote easy access to sustainable transport offerings.
References
FluidHub has already integrated mobility services in 16 international cities and new regions are added almost on a monthly basis. Offered as a service, based on already pre-integrated transport services, the initial provision of the local marketplace can be achieved just within one week.
Let’s enable MaaS initiatives also in your city by introducing a mobility marketplace.
Scalable mobility markets
Taina Haapamäki, Sami Mäkinen
FLOU, Finland
Purpose
Despite the approaching EU and national level regulations on digitalization of the information exchange between transport providers, public authorities and other players on the field, the Finnish mobility market is still largely fragmented and cooperation with outside partners is in mostly limited.
Large marginal cost of entering a new partnership and the associated risk makes the parties careful in partnering. In some cases, the market players might not see the possible increase in user base worth the extra risk. On a sparse and fragmented market MaaS operators are forced to compete on available partnerships instead of being able to focus on providing the best possible service selection and the end user experience.
The purpose of the study was to identify concepts for a dynamic and scalable mobility market and to specify and demonstrate the tangible next step to the MaaS startup phase. The projects focused on market mechanisms, information exchange methods and open APIs.
Methods
The project started with background interviews involving different stakeholders. Agenda and input groups were recognized. Through the interviews and lookouts on other fields sharing similarities with mobility sector, several features of a successful scalable market were recognized. To provide a template solution for information exchange, a reference architecture was drawn. Market mechanisms were modelled to recognize the impacts on different stakeholders and to indicate the comprehensive benefits.
Findings
We find that several determining factors are featured in scalable markets. Distributed systems with more than one stakeholder taking care of each role in the reference architecture prevent the market from being stagnated or controlled by a single party. To prevent extensive and arduous one-to-one contracting, a chain of trust can be built through certificates. The purpose of a PKI is to facilitate the secure electronic transfer of information for a range of network activities. To enable evolution and best-practice methods to be chosen and to save the costs, a multi-standard architecture is proposed.
International collaboration on information exchange methods is the key to find the most suitable de-facto standards and to enable seamless cross-border travel chains.
Implications
Our results imply that more adjacent collaboration is needed to save resources, to make new services easily pluggable and to demonstrate the benefits of shared de-facto standards. An initiative to form an open developer community for open mobility was set. The main purpose for the community is to focus the limited resources carefully and to start a constant collaboration with other similar communities around the EU as well as the rest of the world. Public sector benefits, the fundamentals of traffic flow theory and the nature of the multi-stakeholder field rationalize orchestration and a partial public funding at the beginning of the collaboration.
MaaS – from Vision to Deployment
Filippo Logi
Siemens
Purpose
The paper and the resulting presentation describe both the lessons learned and the critical success factors for MaaS, as derived from several international commercial projects for the implementation of integrated intermodal mobility. This includes not only key technological aspects but also addresses and provides experiences from the projects on the following questions:
- Business models: Who are the relevant stakeholders to drive integrated mobility towards Mobility-as-a-Service? Which set-up enables sustainable business?
- Traveler Experience: What are main benefits that drive passenger acceptance?
- Data and Business Analytics: Which are key data to enable new services? Which analytics help mobility operators optimize their offerings?
- Technology: Which solutions support future-proof business models? What are the potential impacts of emerging technologies?
Methodology
The document will include the following
- Presentation of experiences from real-life commercial project projects, including
- RTA’s Dubai Integrated Mobility Platform, the first large integrated mobility implementation in the Middle East, aiming to deploy a city-wide, city-managed MaaS ecosystem.
- The “Smart Mobility” multimodal system by the Swiss rail operator Südostbahn (SOB), which includes one of the first commercial Be-in/Be-out ticketing solutions for public transport and a platform for multimodal mobility offering
- The “Door2Gate” application offered by the Munich Airport which provides multimodal MaaS offerings to travelers to and from the Munich airport in combination with airport services
- A snapshots on the key solutions and services underlying these projects
- A summary of what we believe to be critical success factors from a technology provider’s perspective
Findings & Implications
Efficient and effective digitalization requires the right technological solution – and also much more.
The above examples and various additional experiences resulting from the interaction with MaaS stakeholders around the world provide indications on some critical success factors, which the paper expands on.
These can be summarized as follows:
- Integration is required on multiple levels, including the business model, the contractual, process, and lastly the technological solution
- It is important to get started with a set of agreed use cases, then learn and develop further
- Quality of service and end-customer focus are core. No MaaS scheme will be successful if it doesn’t adequately address the expectations of travelers
- Complementing non-transport information in time and place drive revenue streams and user loyalty
- B2B platforms significantly reduce interfaces and transactional efforts, complexity and therefore cost
- IT security and data privacy need to be addressed as key requirements from the very beginning
- As-a-service business models increase flexibility and lower hurdles to get the process started
- It is important to make best use of the mobility data generated by the MaaS architecture to provide stakeholders with valuable insights for optimization
- As always, a clear political vision from a convincing leader drive speed and sustainability of the solution
Business 3: Tools for cities and business
Time:
Tuesday, 28/Nov/2017:
3:30pm – 5:00pm
Location: Small conference room 1 – Kyyti
Presentations
MaaS readiness level indicators for local authorities
Stella Aaltonen
city of Turku, Finland
The local authorities can enable the development of MaaS in their local context. To speed up and improve the process, CIVITAS ECCENTRIC – project has developed MaaS readiness level indicators for local authorities. The Readiness level indicators give guidance to cities on what to focus.
In the presentation the MaaS readiness level indicators will be presented and the situation in the project cities – Stockholm, Munchen, Madrid, Ruse and Turku – will be showed to the audience. The MaaS readiness level indicators are to be published by the end of September 2017 in CIVITAS publication in civitas.eu
West Midlands MaaS Openness Maturity Assessment
James Gleave, Giles Bailey
Transport Futures, United Kingdom
The TravelSpirit Index of Openness for MaaS is simple and practical tool to help those
developing MaaS systems understand their current position and their potential for
developing an open MaaS model.
This case study applies the tool to the West Midlands model of MaaS being
developed between partners and led by Transport for West Midlands. It is an initial
assessment for demonstration purposes, which will be further validated and
developed by UCL. Further developments will be published in late 2017.
TravelSpirit is championing the critical role of “open” in the delivery and
development of scalable and sustainable new mobility services. This is necessary for
the evolution of Mobility as a Service (MaaS) as a global resource rather than an
individualised business.
Open mobility data integration platform: Lowering the threshold for introducing smart mobility services
Tuomo Kalevi Kinnunen, Janne Lahti, Juho Kostiainen, Olli Pihlajamaa
VTT Technical Research Centre of Finland Ltd, Finland
Purpose
Utilisation of open resources could accelerate and simplify smart mobility service development and introduction. This paper presents a basic architecture and implementation for an exemplified smart mobility service and how it can be integrated and extended based on the open source platform Digitransit. Digitransit architecture is based on a micro service model. In such a model, small and stand-alone micro services jointly constitute more extensive service bundles and combinations. This kind of architecture enables easy and flexible introduction of new functions and configurations. Open source code enables participation in the platform and service development for anyone interested.
Methodology
Desk study and proof of concept simulation.
Findings
A smart mobility service can be built on three elements: 1) integration platform (provides API solutions for data storage and retrieval), 2) vehicle mobile client, and 3) end-user mobile application.
We propose mobility data integration platform implementation based on extending the Digitransit service platform. The defined platform, comprising Digitransit and components extending its features, provides interfaces for the end-user and vehicle mobile applications, as well as for functionality related to system operation and management such as storing route data and updating map data. With open and well-documented interfaces, mobile application development can be implemented as separate projects, and third party services can also leverage the data and services provided by the platform.
The mobility data integration platform should provide the following interfaces (including third-party applications):
- Implementing fixed routes (FixedRouteAPI)
- Automatic generation of vehicle routing information based on (long-distance) traffic schedules (GTFSGenerator)
- Manual entering schedules, storing and integrating them as a GTFS packet (RouteAutoCreationAPI)
- How to store and update vehicle routing information in GTFS (GTFSUploadAPI)
- Route planning for on-demand public transport
- Buying a ticket (TicketingAPI)
The Digitransit platform offers the following complete sub components:
- GTFS data recording
- Routing interface
- Real-time interfaces (supports real-time vehicle locations, stop forecasting and exception notifications)
- Map and address data. Digitransit uses Open Street Map. Street network, background map and address search POIs (Point of Interest) are automatically downloaded from Open Street Map.
The end-user mobile application (EndUserMobileClient) provides the traveler a travel planning interface with features like routing and route suggestions, paying a trip on mobile and tracking vehicle location on the map.
The vehicle mobile application (VehicleMobileClient) transfers interactively data such as vehicle’s current location, customer stopping data, notification of exceptions, etc.) and is integrated into Digitransit platform real time interface (RealTime API).
Implications
By adopting existing data integration platform, mobility service developers may focus better on user experience and most value-adding service components. The micro service model makes it possible to take into account the special characteristics of certain regions as well as increase the number of new functions. It also provides the opportunity to develop a database for varying needs and to create a more versatile product range. The use of open source and a broader community of developers can support faster development and inclusion of new features that can be tested by a wider user base.
Business 4: Implications for city planning
Time:
Wednesday, 29/Nov/2017:
8:30am – 10:00am
Location: Small conference room 1 – Kyyti
Presentations
Changes to Travel Demand Modeling in the Age of MaaS – example of Brutus
Tomi Laine1, Eric Bruun2
1Strafica Ltd, Finland; 2Kyyti Group Ltd, Finland
Purpose
Urbanization is a trend bringing ever more people into cities, pressuring cities and individuals to search for solutions that manage daily travel needs in an effective and environmentally sound manner. One solution is the Mobility as a Service, or MaaS-concept, based on the idea of offering the consumers a wide range of mobility alternatives, motorized and non-motorized, all easily accessible through modern technology. Travel modeling needs to predict human response to these unprecedented options.
Methodology
Brutus is a next-generation multimodal transport forecasting model that simulates individuals and their daily trips separately, taking into account individual preferences and socio-economical thresholds, instead of operating with mean values of a limited number of demographic subgroups within large Transportation Analysis Zones (TAZs). Moreover, mobility behavior is handled realistically as trip chains. Vital inputs include free and congested travel times and a recent regional travel survey sample. The geographical resolution of Brutus is high, which is important when modeling cyclists, pedestrians and demand-responsive transit (DRT). Finally, every trip has an exact time stamp which is necessary in the modeling of potential DRT services.
The whole population is constructed by replicating the households and individuals observed in the travel survey in a manner defined by certain explanatory variables until the population forecast is met. The simulation proceeds as follows:
- Pick an individual to be simulated and search from the research data for a corresponding individual, who has similar household size, car ownership and employment. Extract the trip destinations, trip times and all background data for this corresponding individual.
- Use the destination choice model to find the trip destinations for each trip with each possible travel mode, following a trip chain construction logic.
- Use the mode choice model to find the travel modes for each trip chain.
Findings
Strafica has applied the methodology in several Finnish cities and the Netherlands to guide and assess e.g. the planning and building of transport infrastructure and analyze the impacts of new policies and trends, e.g. pricing, digitalization, and “servicization.” In particular, Brutus successfully incorporated the Kyyti mode, a then experimental mode with pricing and characteristics halfway between a taxi and fixed route bus, into an existing model of the greater Helsinki region. It was estimated that up to 7 percent of all regional trips could be attracted to the new service.
Implications
Before the launch of new MaaS-services in an area, Brutus can assess the demand potential in different areas, and align their capacity accordingly. Once MaaS apps are in widespread use, their archived data acts as an ongoing travel survey fed back into the model to improve quality based on actual revealed preferences. One can study willingness-to-pay as both prices of all options and choices made are stored. Popular trip chains can be identified, in order to offer attractive joint prices. All mobility providers attached to a MaaS app will receive useful planning information. Employers can manage their transportation spending and equalize benefits. Governments can forecast parking requirements.
Auction based market model for estimating the willingness to use ridesharing services
Touko Aukusti Väänänen, Sami Antero Mäkinen
FLOU Oy, Finland
Purpose
Assessment of the potential size of a market is crucial information when deciding on whether to venture forth in investing in or founding a business. Therefore reliable market data plays an important role in operationalising the Mobility-as-a-Service concept. Estimating the potential of new transportation services is especially challenging as geography, timing of trips, reliability of service and willingness to pay all contribute to the success of the new service. The purpose of this business case is to evaluate the potential market size for ridesharing in the Greater Helsinki region. Quantitative methods are developed to assess the potential from currently available data. The findings of the study help in evaluating the profitability of an easy-to-use ridesharing platform. Optimally the same methods could be used in estimating the market potential for shared automated vehicles, on-demand buses and similar innovations of circular economy.
Methods
A microeconomic auction model is developed to model the incentives of drivers and passengers to form a ridesharing match. With this model, the number of matches during a typical working day is simulated and the potential of a ridesharing platform is evaluated. In the model, travellers announce their willingness to pay for ridesharing to a common marketplace. If some traveller’s willingness to pay is larger than the costs that incur for the driver from picking him up, the system matches these trips. To realistically assess the market potential with the model, data about the trips made in the market area is needed. The data requirements of the model can be satisfied with national or regional household travel surveys. The model can also be applied to future demand forecasted with traditional four-step-models or with activity-based models. Moreover, in the absence of the data, evaluations of the market size can be done with well justified assumptions about the travel demand in the area.
Findings
We find that the proposed model is applicable to estimating the market potential of ridesharing. In addition, the proposed auction method can also serve as a basis for a ridesharing matchmaking app.
For the Greater Helsinki region, the model proposes that during a typical day-peak hour, over 100000 trips could be shared. The largest economical gains and decreases in the number of car trips could be derived from commuter towns around Helsinki. The total amount of welfare to be shared during a peak hour is estimated at 315000 euros.
The model cannot be directly used in estimating the supply side of automated vehicles, but the ideas behind the method should be applicable for the market. With some assumptions about the level of service and operating costs of the automated vehicles, the profitability of the service can be evaluated.
Implications
Our results imply that ridesharing has potential as a mobility service in the Greater Helsinki area. There are environmental and economic benefits to be gained from a working and successful ridesharing platform. Additionally, ridesharing services could be considered as an alternative for traditional public transport in certain areas, if safety and usability issues are taken care of.
User-Centered Design meets Systems Thinking: Lessons from Two Mobility Services Pilots in Austin, TX
Kathleen Baireuther, Lynn Daniels
Rocky Mountain Institute, United States of America
Purpose – Mobility as a Service in Austin, TX:
In 2015, the Rocky Mountain Institute’s (RMI) Mobility Transformation program conducted a national search and selected Austin, TX, as its lead implementation city. Partnering with the City of Austin, RMI is pursuing a 2020 goal of 20% adoption of New Mobility–defined as “shared, electric, autonomous mobility services in cities designed for them”. To achieve this transformation, RMI has designed a series of “Mobility as a Service” (MaaS) pilots to deploy in Austin through public-private partnerships. The pilots will test solutions to ease congestion, lower emissions, and enable development of a scalable Mobility Marketplace.
Methodology – Market District Pilot: Phases I and II:
In October 2016, RMI launched its first Austin-based mobility pilot with Whole Foods Market, GSD&M, Capital Metro, Movability Austin, and Chariot, demonstrating how multiple corporate offices can aggregate employee demand and procure new mobility solutions. With the goal of reducing single-occupancy-vehicle (SOV) commuting and carbon emissions, the pilot ran for five months, providing employees access to discounted on-demand mobility services and two private shuttle routes (an end-to-end route and a first/last mile circulator to/from public transit). In May 2017, the program was extended for five additional months, expanding to include additional employers, AthenaHealth and HomeAway. To optimize mobility services, RMI has secured employee origin data from all corporate partners.
Findings – Market District lessons learned and the Riverside Corridor Pilot:
The Market District pilot highlighted the critical importance of consistent, persistent end-user engagement in driving commuter behavior change. With this in mind, RMI’s second pilot will develop a suite of mobility solutions matched to specific end-user profiles/use cases. Rather than focusing on the “last mile” to a destination, this pilot will focus on “first mile” gaps, specifically travelers originating the Riverside corridor, an Austin region adjacent to Downtown targeted for multiple “Smart City” investments.
The Riverside neighborhood is characterized by mixed-use development along Riverside Drive, two residential areas (Montopolis and Oltorf), the campus of Austin Community College, and high-tech manufacturing jobs along its southern perimeter. The neighborhood’s demographics are promising for adoption of non-SOV mobility services–above average percentage of Millennials; high percentage of commutes to Downtown–and for benefiting traditionally underserved communities: the region has a very high (40%) poverty rate and is majority (58%) Hispanic. RMI will identify use cases specific to this neighborhood through a data-driven process and will work with Austin to select, design, and implement a Riverside MaaS pilot in 2017.
Implications – Mobility Marketplace:
The data-driven approaches of both pilots and the strong network of partnerships that have developed provide a strong foundation to design a scaling mechanism: a “Mobility Marketplace”. Leveraging pilot insights, RMI seeks to create a marketplace solution for enterprise clients to gain insights about mobility services, optimize services for employees, aggregate demand with nearby enterprises, and facilitate transactions with mobility providers. In 2017, RMI will use lean-startup methodologies to design and build a product serving both supply and demand, leveraging its strong Austin network to launch the Marketplace in early 2018.
Business 5: Extending the MaaS concept
Time:
Wednesday, 29/Nov/2017:
10:30am – 11:30am
Location: Small conference room 1 – Kyyti
Presentations
Experiencing Finnair’s new A350 – How service innovation can lead to a price premium
Stefan Christoff Baumeister
Univerisity of Jyväskylä, Finland
This study focuses on the customer experiences of air passengers travelling on the latest-technology aircraft currently available on the market, the Airbus A350.
The A350 was introduced in mid-2015 and is currently regarded as the
technologically most advanced and sophisticated aircraft in the market. It
features vast amounts of technological innovations that have increased
efficiency, reliability, safety and passenger comfort compared to previous
aircraft generations. Finnair was the first Nordic airline as well as the first
airline in Europe, and the third worldwide, to introduce the Airbus A350 in
late 2015. A questionnaire was conducted in cooperation with Finnair to study
the customer experience of flying on Finnair’s new Airbus A350. For this
purpose we approached Finnair’s customers that had actually flown with the
aircraft and asked them to share their experience through our
online-questionnaire. Altogether we received 1228 responses. The questionnaire
focused on 10 aspects that had been used by Finnair to communicate the enhanced customer experience of flying on this new plane. These were: larger windows letting in more natural light, better cabin air through enhanced filtering
system, new interior design, 20% increased fuel efficiency compared to the previous aircraft generation, lower cabin pressure, less noise in the cabin due to quieter engines, ambient mood lighting to simulate day and night, improved food
services, better and more comfortable seats as well as improved entertainment
through WIFI and larger personal screens. In addition to that we also performed
a discrete choice experiment in which we were testing customer’s interest in again flying on the Airbus A350 as well as their willingness to pay for the enhanced flying experience. Our results showed a clear willingness to pay for flying again on the A350 compared to previous aircrafts. Further, we also detected that certain technological innovations had enhanced the willingness to pay such as better seats, less noise in the cabin and better cabin air. Based on these findings, recommendations can be given to the airline industry in better communicating the introduction of new aircraft models as operating such can enhanced the customer experience and lead to a willingness to pay among air passengers.
Circular Economy in Mobility: Sharing and Rural Areas
Juho Tapani Kostiainen, Aki Aapaoja, Tuomo Kinnunen
VTT Technical Research Centre of Finland Ltd, Finland
The transport sector accounts for roughly a quarter of all greenhouse emissions. While significant improvements have been reached in improving energy efficiency and environmental friendliness of vehicles and technologies, the challenges for reaching national and international objectives are great. The transport system as a whole is facing significant changes driven by trends such as servitization, increasing intelligence and automation in vehicles as well as infrastructure, and systems that communicate and integrate well with one another. Circular economy is a concept addressing the efficient use of resources at all stages of the lifecycle of a product. In the transport sector technological advancements in vehicles, efficiency improving design choices and low-emission energy choices are leading the way but to complement these, digital services also play a role. New types of digital services and business models are being introduced at a rapid rate. While introducing new opportunities for addressing mobility needs, they lead to new expectations and have their own requirements regarding the need for and availability of resources. This paper investigates the challenges and opportunities related to shared mobility services in the context of rural areas. When it comes to transportation and areas with sparse population and long distances, the sharing solutions showing the highest potential are (1) on-demand transport services, (2) shared taxis, (3) combined transport services for statutory social services, and (4) shared cars.
MaaS = Sharing
Friso Metz, Minze Walvius
Advier, Netherlands, The
Purpose
The Interreg SHARE-North project is about shared mobility. This project focuses on the research, testing and implementation of Shared Mobility in all it appearances. The research focuses on several aspects like spatial gains, behaviour change and future developments.
Advier is a Dutch company working on consultancy and business development. Advier focuses on area development in relation to mobility and accessibility. Advier takes part in the SHARE-North project. As such, Advier is coordination a couple of Living Labs in the Netherlands. Besides that, Advier focuses on the philosophy of Shared Mobility and on behaviour change.
One of the Living Labs is the former Twente Airport near Enschede, NL. This area will be redeveloped into an area for innovative companies, e.g. companies that develop and test new drone technologies. At this site, Advier has developed a MaaS strategy.
Methodology
In order to develop a vision and a sound business model on MaaS for the former Twente Airport area, we made a study trip to Tokyo, where we attended the Cities on the Move conference. Based on this conference, we developed a vision for the airport site. This methodology was presented on the WoCoMoCo conference in Warsaw, 2016, the leading worldwide conference on shared mobility. At this conference we received feedback from many Shared Mobility experts. This feedback was used to enhance the business model.
Findings
In order to have a strong business model, the biggest chance for MaaS is to relate it to the development of real estate. If a real estate owner asks a little more money for the rental of land of office space, a full package of mobility services can be offered to the property users and to end customers (the travelers). This increases the accessibility of the area in a sustainable way. Research points out that a higher accessibility results in higher value of real estate. In this way, MaaS requires a small investment but a big return, fully based on a B2B model.
Most MaaS services are strongly related to shared mobility options, like shared vehicles, bikesharing, shared parking facilities, shuttle and taxi services and so on. In a MaaS platform other services like automatic vehicles and drone delivery services can be integrated very easily. For end users, MaaS means to have access to mobility at any time and place. This fully equals the definition of shared mobility, since shared mobility is about a transition from ownership to usage, or in other words: a shift from ownership to access.
Implications
Real estate owners could be one of the more important actors within MaaS. However, in order to implement MaaS, agreements have to be made with governments about cooperation with the public transport sector, with cities about lower parking standards etcetera. The big question is which actor should have which role in MaaS. Shoud e.g. the PT companies ‘own’ MaaS? The regional government? Or private parties like MaaS Service Providers and property owners? More clearness is required in order to allow for a faster adaption of MaaS.
Scientific 2: Micro transit and MaaS
Time:
Tuesday, 28/Nov/2017:
11:00am – 12:30pm
Location: Small conference room 2 – MINTC & FTA
Presentations
An Optimization Based Analysis of a Micro Transportation Service
Johannes Asamer, Benjamin Biesinger, Sebastian Knopp, Pamela Nolz, Martin Reinthaler
AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
Purpose
In most rural areas high rates of motorized individual transport are observed since only few public transportation services are available. At the same time, progressing urbanization forces an increasing number of people to commute between rural and urban areas where convenient public transportation services are available. Micro transportation services operate a fleet of vehicles in order to bridge this gap by transporting people between rural places and public transportation hubs such as train stations. In comparison to taxis, their fees are quite low. However, multiple customers are driven in the same car at once, and demands must be pre-announced. Communes might be willing to subside such services since they profit from affordable public transport, decreased local emissions, and avoided car-induced traffic in neighboring urban centers.
This study investigates measures for improving operating cost and user convenience of such services based on methods stemming from operations research. Trade-offs between customer travel times and operating costs are analyzed and optimized for a real-world setting.
Methodology
We analyze a use case based on real-world data stemming from a transportation company operating in the district of Korneuburg, Austria (near Vienna). Usually, trip requests are known a day before. So, tours can be planned beforehand taking operating costs and user convenience into account. Allowed detour durations and departure time deviations are measures for user convenience. When relaxed, they provide flexibility for service providers to combine user trips into common tours in order to increase vehicle capacity utilization. These trade-offs between convenience and costs are analyzed by computing and comparing different plans determining vehicle tours. This comparison is implemented based on algorithms for the well-known pick-up and delivery (or dial-a-ride) vehicle routing problem with time windows.
Findings
We solve multiple problem instances with varying time windows, each modeling a different level of user convenience. For instances based on requests stemming from real-world data, results show that user trips can be combined without considerably deteriorating service quality. E.g., already allowing a few minutes of additional waiting time or detour yields cost improvements that depend on the number and distribution of requests per day. Results are compared with real-world GPS-traces recorded over a period of more than one year. First numerical results indicate that these routes can be improved in terms of operating cost by the proposed application of optimization methods.
Implications
Operating micro transportation services in a cost efficient and user convenient manner is crucial for scaling up their application to further regions. Results based on real-world data show that a decision support system directing the fleet of vehicles in a meaningful way can have crucial impact on the amount of sharing and pooling involved. In this sense, such services provide a link between areas with diverging public transportation offers that can be seen as an implementation of a mobility as a service concept supporting sustainable transportation, in particular for commuters.
Why people switch to a modern on-demand ride service based on sharing? Background and motivation of Kyyti passengers in Finland
Arto O Salonen1, Johanna Taskinen2, Riku Karvonen3
1Metropolia University of Applied Sciences, Finland; 2Tuup; 3Tuup
The culture of mobility is evolving. Vehicles are more often replaced by trouble-free access and good availability of mobility. Seamless and effective ride services can reduce car-dependency and its adverse consequences such as emissions, congestion and high costs of mobility. Cars also require highly valuable urban space and an expensive street infrastructure. New digital tools enable citizens to meet their individual mobility needs more effectively and flexibly.
Our research is a case study focusing on the Kyyti ride-service launched in 2017 in Oulu, Turku and Tampere in Finland. Kyyti is one form of micro-transit: a service that lies in between traditional taxi and public transport. It is an on-demand service which takes passengers from door to door like a taxi would, but is much cheaper than a taxi because several passengers are matched into the same vehicle and ride. The final routes and timetables for the rides are created based on the chosen flexibility of each passenger. A notification about the exact pick-up time is sent in good time beforehand.
Kyyti is ordered by the mobile application Tuup that allows customers to plan their route, compare the various mobility options and pay a ride in advance. Customers can choose the best option for their mobility needs. They can significantly affect the price by giving more possibilities for sharing the ride if they are able to be flexible in travel and waiting times.
In order to mainstream micro-transit, we are interested to learn what kind of citizens are using the service and what kind of motives they have.
(a) Who are using Kyyti? Are there any differences between customer segments in different cities?
(b) Why do customers choose Kyyti? What are the differences in user motivations between different user groups? Do the motives of customers vary between different cities?
(c) What mobility modes does the Kyyti-service replace? Are there any differences between cities?
We apply mixed methods. The quantitative data will be collected by a digital questionnaire from the users of Kyyti in 2017. The goal is to get answers from 1 000 informants. We also interview users of the new micro-transit service. These interviews complement the data obtained with the quantitative method.
Results of this research will help to plan better on-demand ride services based on sharing in order to reduce mobility-related emissions, congestion and costs in future. First we are able to identify backgrounds of citizens who shift their travel modes in three Finnish cities. Second, we know motivation of the customers of the micro-transit services. Especially interesting is the influence to car use and even car ownership. Our initial results show that the second car may well be replaced by Kyyti-like services. However, replacement of the first car requires strong public transport supply which is only available in major urban areas. Due to adverse consequences of traffic fewer cars are better for me, the society and the planet.
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Christoffer Weckström1, Milos Mladenovic1, Waqar Ullah1, John D. Nelson2, Moshe Givoni3
1Aalto University, Finland; 2University of Aberdeen, UK; 3Tel Aviv University, Israel
Purpose
A range of opportunities for transforming urban mobility arise from the increasing number of available transport modes, range of pricing options, mobility-on-demand services, and changing user expectations. Mobility-as-a-service (MaaS) concept has been a leading example for these changes in the mobility landscape. Flexible micro transport services (FMTS) are an important part of the ongoing mobility landscape transformation, being located in a continuum between taxi and bus service, and ranging from less formal community transport to area wide networks. This research focuses on Kutsuplus, FMTS that was operating in the urban parts of Helsinki during 2012 to 2015. The service included a range of new technological development, ranging from routing algorithm to marketing and user interface. However, at the end of 2015, the service ended due to budgetary constraints. In the context of service discontinuation, and the lack of in-depth understanding of user perspectives about urban FMTS, this research aims to uncover the perspectives of the actual (non)-users of the system, and draw lessons for scaling up MaaS solutions.
Methodology
In order to investigate user perspectives about Kutsuplus, this research has focused on understanding socio-economic and travel behaviour background of users. In addition, the research focus was on underlying reasons for using or not using the service, as well as on gathering user comments and recommendations. For the methodological approach, the research team has decided to use web-based questionnaire with mapping capabilities, commonly used in participatory planning practice. The mapping capabilities of questionnaire enabled collection of georeferenced data. Data gathered from the questionnaire has been verified with the analysis of the actual Kutsuplus trip data, using summary and GIS analysis.
Findings and Implications
The results show that Kutsuplus users had a range of socio-economic and travel behaviour features. However, socio-recreational trip purpose has been the most frequent one, with addition subcategories emerging, such as healthcare or child-related, or travel with luggage or pets. In addition, the results include detailed analysis of stated trip characteristics. Kutsuplus trips were geographically spread out over the whole area. However, most frequent trip origins and destinations centred on several, mostly business-related, locations. Furthermore, the results include qualitative analysis of respondents’ opinions and recommendations about positive and lacking FMTS features. Contrary to the public discourse, the research result implicate that financial obstacles were just a “tip of the iceberg”. In fact, there were several factors, where each of the factors is not significant in itself, but in combination with other factors introduces barriers for successful technological transition. The paper ends with a summary of positive Kutsuplus features, followed by the discussion of aspects for future MaaS deployments, including end-user and service area analysis, marketing strategy, and service usability. As this research highlights the complexity of breaking the car dependency in the urban transport systems, pointing out a range of interdependencies that play a decisive role in success of FMTS, there are several other opportunities for further research.
Scientific 4: Market potentials
Time:
Tuesday, 28/Nov/2017:
1:30pm – 3:00pm
Location: Small conference room 2 – MINTC & FTA
Presentations
Users’ motives to adopt and willingness to pay for Mobility as a Service
Jana Sochor1, Steven Sarasini2
1RISE Viktoria, Sweden; 2Chalmers University of Technology
Purpose
Mobility as a Service (MaaS) is a new concept that could revolutionise the way we travel. However, a robust understanding of users’ willingness to adopt MaaS services; preferences among different transport modes; and willingness to pay for MaaS is currently limited by the small number of pilots and field operational tests in real-world settings.
Achieving behavioural change is a complex task. Mobility is a part of people’s everyday lives – not just an activity on its own – but rather a connector between other activities (Banister, 2008). The flexibility that personal car ownership affords is just one of several factors that entrench the current automobility regime and make it difficult to reorient the transport system (Geels, 2002). Yet the provision of MaaS can positively affect people’s possibilities and willingness to engage in various activities and thus improve accessibility (Farrington and Farrington, 2005). So-called millennials are less likely to purchase automobiles, and travellers are increasingly motivated by health and environmental concerns. However, a so called ‘attitude-behaviour gap’ exists among travellers, such that environmentally positive attitudes are not always manifested in environmentally positive behaviour (Bamberg et al., 2011; Lane and Potter, 2007; Møller and Thøgersen, 2008; Peters et al., 2015; Pooley et al., 2013). Underlying reasons include conflicting goals between sustainability and other everyday activities, alongside demands for satisfaction, comfort, speed, as well as passengers and luggage (Anable and Gatersleben, 2005).
This study aims to improve our understanding of user perspectives by addressing the following research question:
“What motivates users’ to adopt MaaS services and what is their willingness to pay?”
Methodology
This study utilises user surveys that focus on individuals/families that have participated in pilots and field operational tests of MaaS in Sweden and Finland. We conduct analyses of 2-4 case studies, including UbiGo (SE), Tuup (FI) and Ylläs Around (FI) as part of a wider project entitled BoMaaS (Building the Open MaaS Ecosystem), funded by Tekes.
Findings
Our findings elucidate a range of factors that influence users’ inclination to adopt MaaS as a replacement or supplement to private car ownership. These include: the combination of modes within MaaS offerings; the convenience and usability of the service; the design and function of smartphone applications; environmental motivations; and so on. Our study also explores users’ expectations before and after having trialled a service, investigating whether these expectations have been met. We also explore users’ willingness to pay for MaaS offerings by investigating their perceptions of the pricing models in existing MaaS services.
Implications
We generate knowledge that can directly influence the development and implementation of sustainable MaaS services. The study derives implications for practitioners including MaaS operators and mobility service providers that are responsible for the delivery of MaaS. Further, our findings may be useful to stakeholders that have an interest in understanding the social implications of MaaS in different settings. Such stakeholders include public transport agencies and authorities, local governments and town planning offices.
What are the prospects for switching out of conventional transport services to mobility as a service (MaaS) packages?
David Hensher, Corinne Mulley, Chinh Ho, Yale Wong
University of Sydney, Australia
Purpose
Mobility as a Service (MaaS), which brings all modes of travel into a single mobility package, has received great attention from interested parties, including transport authorities, transport providers (public transport, car-sharing, bike-sharing, taxi, car rental), software developers, brokers, engineers, academics and environmental groups. Different business models have emerged in which interested parties work together in order to provide integrated mobility services to MaaS subscribers, who pay a subscription fee for the use of mobility services packaged in a MaaS plan. With such a smorgasbord of potential offerings, there is value in investigating how the potential market of MaaS would change preferences for travel when they are offered a one-stop access to a range of mobility services, and how much potential users value each item included in a MaaS plan.
Methodology
A state of the art critical review identifies attributes of various MaaS models and synthesises their features into a choice experiment in which different mobility services are packaged into a plan for respondents to select as a way of revealing their take-up and preferences for MaaS. An online survey is conducted in Sydney, Australia with mixed logit models estimated to obtain willingness to pay estimates for each item packaged in a MaaS plan. We also investigate the extent to which MaaS would change the way Sydney residents travel in the future, including the impact on car ownership, modal shift and induced travel activity.
Findings and implications
The empirical setting and the analysis identifies willingness to pay for elements of a MaaS plan and the way in which the structure of the mobility plan might affect take-up by customers. The implications are that better structured plans more closely meeting customer need can be identified.
Review on mobility as a service in scientific literature
Roni Ilmari Utriainen, Markus Matias Pöllänen
Tampere University of Technology, Finland
Purpose
Current transport system based on private cars is inefficient. User’s needs should be in the centre of transport system planning. In the new paradigm, the transport system is seen offering mobility services. Mobility as a Service (MaaS) model is combining public and private transport modes and thus aiming to provide seamless trips over one interface. As MaaS is a new paradigm in the transport system, an analysis of the MaaS research is needed to show what the interests and results in the research have been so far. This study aims to summarise the current state of the art of MaaS research through a literature study, thus creating an outlook on present knowledge on mobility as a service.
Methodology
The study is conducted by analysing the articles found in Science Direct and Scopus databases on mobility as a service in the end of May 2017. In Science Direct 13 articles and in Scopus 36 documents of which 11 were published articles were found including the expression “mobility as a service”, yet not all of these actually are MaaS-related. Additionally, other relevant MaaS-related articles are included in the analysis. Based on the topics of the articles, the articles can be divided to three groups, which are partly overlapping each other. Topics include effects of new services and definition of MaaS, experiences of MaaS pilots and trials, and the roles of different transport modes in MaaS. Literature review describes the scientific literature on MaaS according to the three groups.
Findings
As MaaS is a new concept there are not many scientific articles published yet. First papers on MaaS can be found from years 2013 and 2014. MaaS-related scientific articles concern typically MaaS trials and schemes, the role of public transport and private cars and their ownership. Many articles also discuss MaaS as concept and describe the effects of new mobility services.
In the literature, Mobility as a Service is described as a concept that enables seamless mobility without owning a car. Mobility services can be provided by one platform offering single payment for several transport modes and services e.g. public transport, car-sharing and taxis. New personalized mobility services provide a platform to combine traveller needs and service supply more specifically, which enhance cost-effectiveness of public transport and may reduce demand for public subsidy for public transport. A privately owned car is not necessary in many cases because of car-sharing services and thus alternative transport modes e.g. public transport receive new customers. The flexibility of MaaS enables freedom to choose suitable modes, which may increase the use of sustainable transport.
Implications
Reviewing the scientific literature on MaaS helps the stakeholders in the scientific community and elsewhere recognize the current state of the art. Currently, in 2017, we can identify the early stages of MaaS development. The amount of articles published on MaaS is currently low but showing a clear growth. As MaaS model has the potential to change mobility patterns notably, it will be an interesting topic for further research and scientific publishing.
Scientific 5: Platforms and frameworks
Time:
Tuesday, 28/Nov/2017:
3:30pm – 5:00pm
Location: Large conference room – Verne
Presentations
Regulation and Governance Supporting Systemic MaaS Innovations – Towards Innovation Platforms
Teemu Juhani Surakka1, Fabian Härri2, Tero Jukka Haahtela1, Anne Kristiina Horila3, Tobias Michl2
1Aalto University, Finland; 2Zurich University of Applied Sciences, Switzerland; 3Growth Corridor Finland, Finland
Mobility as a Service (MaaS) is an example of a systemic innovation, where sustainable mobility services addressing different customers’ transport needs are integrated with traveler information and ticketing/payment services. In our current research project, ENSCC Smart Commuting, we have examined how the differences in national regulation, stakeholder processes, and geographical characteristics have resulted in different approaches to regional governance when supporting different sustainable mobility solutions.
Public-Private-People-Partnership processes and clearly defined roles are essential when supporting systemic innovations. Growth Corridor Finland (GCF), a collaboration network comprising municipalities, ministries, chambers of commerce and private companies of the region, uses a common vision process and quick experiments to find out the optimal solutions for regional needs. There are several similar collaboration networks in the Basel metropolitan area such as Agglo Basel and the Trinational Eurodistrict Basel. These Swiss networks integrate the interests of more than 80 municipalities/cities and their thematic focuses include transportation and spatial planning.
In the field of transportation, these networks aim at promoting cross-regional mobility solutions and becoming innovation platforms for new smart and sustainable mobility solutions. The purpose of this paper is to describe the experiences of different stakeholders from this collaboration and how these formal collaboration networks could enhance stakeholder participation when progressing with their aims.
Mobility-as-a-Service: Development of a tentative impact assessment framework
I.C. MariAnne Karlsson1, Jana Sochor1, Aki Aapaoja2, Jenni Eckhardt2, David König3
1Design & Human Factors, IMS, Chalmers University of Technology, Sweden; 2VTT, Oulu, Finland; 3Austrian Institute of Technology, Vienna, Austria
Mobility-as-a-Service (or MaaS), defined as for example “Multimodal and sustainable mobility services addressing customers’ transport needs by integrating planning and payment on a one-stop-shop principle” (König et al. 2016), has been argued as a solution to reduce the use of private cars and instead increase the use of public transport and ride sharing services. Few pilots or trials have however been completed (as yet) and even fewer have been evaluated in a structured way. In order to allow for a more systematic evaluation and comparison between, for instance, different types and levels of integration and/or different business models, a common assessment framework would be beneficial. As part of the MaaSiFiE project, the framework introduced in this paper is a first attempt.
The assessment framework was developed in three steps. In a first step, a literature review was completed which encompassed an inventory of reports, papers, and other documents which fit the terms “transport”; “impact” and/or “evaluation” and/or “assessment”; “social”, “economic”, “socio-economic”, and/or “environmental”. In addition, reports and other documents specifically addressing possible impacts of MaaS solutions were included. The outcome of the literature review was that social, economic, or environmental impacts had to be addressed but perhaps more importantly that impact assessments had to include impacts on a micro- (individual), meso- (organisational/business) and macro- (societal) level respectively.
In a second step, indicators and impacts identified in the literature review formed the basis for the design of a web-survey. The web-survey asked the respondents to consider the relevance of altogether 57 different types of impacts (27 on an individual/user level, 18 on a business/organisational level, and 12 on a societal level).
All in all, the survey had 136 respondents from primarily Finland, Sweden, and the U.S. Even though most impacts were considered as highly relevant by a substantial share of the respondents, the number needed to be reduced to a feasible number. Based on some key criteria, the initial list was reduced to 17 topics or KPIs; six on an individual level, six on a business level, and five on a societal level. These were to different degrees related to the more generic impact areas, i.e. environmental impact, economic impact and social impact.
An initial assessment of the impacts of two different examples of MaaS (UbiGo and Smart) and a number of other, MaaS related services, indicated primarily positive but also some negative impacts. However, this assessment demonstrated the lack of systematic and comparable evaluations. Thus, in order to provide further evidence of the possible impacts of a more general implementation of MaaS, it is essential that pilots and trials are obliged to address evaluations and impact assessments in a systematic way and, further, that resources are allocated to address and evaluate different types of impacts (economic, environmental, and social) on different levels (individual, business and societal) applying a common evaluation framework.
MaaS Alliance White Paper
Piia Karjalainen
MaaS Alliance, Belgium
The Mobility as a Service (MaaS) sector is expected to grow to a business worth over one trillion euro by 2030. All over Europe, MaaS initiatives are planned or starting up and the MaaS Alliance helps these to cooperate through a shared work programme engaging service providers, transport operators, public authorities and users in order to create a vital and interoperable MaaS ecosystem to fulfil high expectations. To support the development of MaaS, the MaaS Alliance published its guidelines and recommendations to create the foundations for a thriving MaaS ecosystem as its White Paper on 4th of September. The White Paper provides definitions for the main elements of MaaS and identifies some of the main preconditions and the main principles of the ecosystem. The key findings of the White Paper are summarized.
Scientific 6: Institutional and policy dimensions
Time:
Wednesday, 29/Nov/2017:
8:30am – 10:00am
Location: Large conference room – Verne
Presentations
A topological approach to Mobility as a Service: A proposed tool for understanding requirements and effects and aiding policy integration
Jana Sochor1, Hans Arby2, MariAnne Karlsson1, Steven Sarasini3
1Chalmers University of Technology, Sweden; 2UbiGo Innovation, Sweden; 3RISE Viktoria, Sweden
Purpose: As of yet, there is little agreement on a definition of Mobility as a Service or on what makes a service a “MaaS service”. There are currently many examples of mobility services, from multimodal travel information to integrated ticketing services to “MaaS operator”-type services. However, lumping all these services together under “MaaS” creates confusion and potentially undermines the concept. Is MaaS definable? If so, what are the central elements? What is the topology of MaaS, i.e. What makes a service a “MaaS service” and how can one compare different types of services? The purpose of this paper is to shed light on these questions and propose a topology of MaaS as a tool for facilitating the discussion of MaaS. Such a tool enables the “comparison of” different services, and aids in discussing MaaS from various perspectives (society, business and users) and understanding MaaS’ potential effects; and thus helps integrate governance and public policies into MaaS services.
Methodology: A literature review looked at existing definitions of MaaS and similar concepts in order to identify commonalities and differences. Also, a multi-stakeholder workshop was held in order to structure the topology. Workshop participants identified key aspects and ascertained service differentiations accordingly. Results from both the literature review and the workshop are presented, cumulating in the proposed MaaS topology and auxiliary discussion.
Findings: Different descriptions and definitions highlight some common and some different central elements, although, no matter the term used, it is about: offering a service where the customer’s/user’s/traveler’s transport needs are the main focus; offering mobility rather than transport: offering integration of transport services, information, payment and ticketing. The resulting proposed MaaS topology consists of MaaS Levels 0 to 4 as characterized by different types of integration: 0 no integration; 1 integration of information; 2 integration of payment; 3 integration of the customer relationship and experience; 4 integration of policy. The levels are described in terms of their added value and further discussed regarding implications for business, society, users, and technical requirements. A deeper discussion also delves into the potential in expanding upon level 4 and ways by which services and public policies can become more fully integrated.
Implications: Not all services are “equal” in the MaaS topology. The innovation in MaaS, but also the challenge, likely lies not only in the integration entailed in the levels described, but the organizational integration (not least between public and private actors) and the bundling that are required to achieve Levels 3 and 4. Understanding the topology and its implications adds clarity to the discussion of such a trending topic and enables the positioning of services along the MaaS spectrum. It also deepens the understanding of why MaaS can take time to develop (Levels 3 and 4 in particular) by identifying various barriers and enablers for the different topological levels, and can help support the development of action plans in terms of what needs to be done depending on what type of MaaS one wants to develop, including integrating public policies into MaaS services.
Institutional and policy hindrances for urban car sharing: examples from the UK, Israel, Finland and Sweden
Nihan Akyelken1, Moshe Givoni2, Marja Salo3, Andrius Plepys4, Jachym Judl3, Karen Anderton1, Sirkka Koskela3
1University of Oxford, UK; 2Tel Aviv University, Israel; 3SYKE Finnish Enviroment Institute, Finland; 4Lund University, Sweden
The rapid growth of cities requires effective management of transport demand and restructuring of transport systems to address the needs of growing urban populations in a sustainable way. In recent years, car sharing has emerged as an alternative to owning cars in city centres, which has potential to bring environmental gains and address social considerations. There is sizeable academic inquiry about the social and environmental benefits of car sharing and the barriers to its uptake and provision in different empirical contexts. However, most research on the determinants of its uptake and the ease of provision remains limited to investigating consumer demand and how to realise the benefits of car sharing. Drawing on the cases of the UK, Israel, Sweden and Finland, and using interviews, analysis of relevant policy documents as well as local knowledge, we aim to explore policy setting and systemic barriers for commercial car sharing services. Our findings indicate that the existing institutional structures and certain policies of local governments, such as vehicle taxation and congestion charging, are neither compatible with nor supportive of car sharing systems. Understanding the governance requirements of car sharing schemes necessitates identifying its role in relation to and integration with public transport systems. This in turn raises further policymaking issues for car sharing schemes.
Understanding institutional enablers and barriers to the dissemination of MaaS: A tentative framework
I.C. MariAnne Karlsson1, Till Koglin2, Annica Kronsell3, Emma Lund4, Dalia Mukhtar-Landgren3, Steven Sarasini5, Göran Smith1, Jana Sochor1, Björn Wendle4
1Design & Human Factors, IMS, Chalmers University of Technology, Sweden; 2Department of Technology and Society, Lund University, Lund,Sweden; 3Department of Political Science, Lund University, Lund, Sweden; 4Trivector, Lund, Sweden; 5RISE Viktoria, Göteborg, Sweden
Integrated mobility services – or MaaS – are services where the customers’ transport needs are met by a service that not only integrates a range of mobility services, both public and private, but also provides one-stop access to all services through a common interface. The potential of this kind of service has attracted a lot of attention but, even so, the number of pilots and trials is still limited.
The overall purposes of the project “Institutional Frameworks for Integrated Mobility Services in future cities” (IRIMS) are to understand and explain how institutions can enable, but also impede, the realisation of IMS. Institutions are here defined as a relatively stable collection of rules and practices, embedded in structures that enable action.
As a first step, a theoretical framework has been developed with the aim to generate knowledge of and policy recommendations for the promotion of integrated mobility services (IMS) with specific regard to institutional dimensions. The framework includes factors at the macro (or societal), meso (or business/organisational) and micro (or individual) levels, including significant societal trends as well as individual’s needs and behaviour.
The macro level includes broader social and political factors, including both formal rules and more informal social norms and perceptions. The division between formal and informal variables recur on the meso and micro levels respectively. The meso level – which includes both public and private actors at regional and local levels – consists of both formal institutional factors (such as taxation and regulations), and informal factors (such as organizational culture and inherited networks between regional actors). Each actor enters the collaborative processes that signify IMS with their own ideals, interests and expectations, and it is in these processes of negotiation that the framework takes it point of departure. It is also in this context that business models will be developed, another central aspect of the realisation of IMS. Finally, the framework includes the micro level, where an individual perspective is placed at centre stage. Individuals are affected by various formal incentives, as well as more informal aspects such as self-image and social status.
Through the application of the framework to analyse different case studies, empirical findings help illuminate which institutional factors enable or constrain the development of IMS. The findings provide the empirical and analytical foundation for suggestions on how formal and informal rules and practices can be modified to enable new IMS to contribute to sustainable mobility.
IcoMaas 2017 Tampere Finland 28-29 November
Author(s)
Organization(s)
Contribution Title
Aaltonen, Stella
city of Turku, Finland
MaaS readiness level indicators for local authorities
Aapaoja, Aki
VTT Technical Research Centre of Finland Ltd., Finland
Business models for MaaS
MaaS in rural areas
Resource efficiency with new mobility services: circular, sharing and collaborative economies
The European Roadmap 2025 For MaaS
Abbas, Montasir
Department of Civil and Environmental Engineering, Virginia Tech, USA
Can we design mobility services by accounting for complexity and social justice?
Akyelken, Nihan
University of Oxford, UK
Anderton, Karen
University of Oxford, UK
Arby, Hans
UbiGo Innovation, Sweden
Asamer, Johannes
AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
An Optimization Based Analysis of a Micro Transportation Service
Baireuther, Kathleen
Rocky Mountain Institute, United States of America
User-Centered Design meets Systems Thinking: Lessons from Two Mobility Services Pilots in Austin, TX
Baumeister, Stefan Christoff
Univerisity of Jyväskylä, Finland
Experiencing Finnair’s new A350 – How service innovation can lead to a price premium
Biesinger, Benjamin
AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
An Optimization Based Analysis of a Micro Transportation Service
Bruun, Eric
Tuup Ltd, Finland
Changes to Travel Demand Modeling in the Age of MaaS – example of Brutus
Daniels, Lynn
Rocky Mountain Institute, United States of America
User-Centered Design meets Systems Thinking: Lessons from Two Mobility Services Pilots in Austin, TX
Deming, Devon Malia
Los Angeles County Metropolitan Transit Authority
Ditmore, Crissy Joy
Conduent Inc.
Eckhardt, Jenni
VTT Technical Research Centre of Finland Ltd., Finland
Business models for MaaS
MaaS in rural areas
The European Roadmap 2025 For MaaS
Eldaly, Hany
Mobility as a Service Australia, Australia
MaaS beyond Europe – lessons from Australia & New Zealand
Enoch, Marcus Paul
Loughborough University, United Kingdom
Unpicking the Mobility as a Service concept
Fitzthum, Anton
FLUIDTIME-DATA SERVICES GmbH, Austria
FluidHub – Enabling local Mobility-as-a-Service
Givoni, Moshe
Tel Aviv University, Israel
Institutional and policy hindrances for urban car sharing: examples from the UK, Israel, Finland and Sweden
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Gleave, James
Transport Futures, United Kingdom
West Midlands MaaS Openness Maturity Assessment
Günther, Madlen
Chemnitz University of Technology, Germany
The importance of user-acceptance for the usage of multimodal mobility systems
Haahtela, Tero Jukka
Aalto University, Finland
Finding out the potential of MaaS in commuting – comparing the information obtainable from survey and focus group methods
Regulation and Governance Supporting Systemic MaaS Innovations – Towards Innovation Platforms
Haapamäki, Taina
FLOU, Finland
Hazel, George
MaaS Scotland, United Kingdom
MaaS Scotland – An alliance of public and private organisations to deliver MaaS.
Hensher, David
University of Sydney, Australia
hidaka, yousuke
East Japan Railway Company, Japan
Consideration of co-creation autonomous distributed system for MaaS
Ho, Chinh
University of Sydney, Australia
Horila, Anne Kristiina
Growth Corridor Finland, Finland
Regulation and Governance Supporting Systemic MaaS Innovations – Towards Innovation Platforms
Härri, Fabian
Zurich University of Applied Sciences, Switzerland
Regulation and Governance Supporting Systemic MaaS Innovations – Towards Innovation Platforms
Judl, Jachym
SYKE Finnish Enviroment Institute, Finland
Karlsson, I.C. MariAnne
Design&Human Factors, Chalmers University of Technology, Sweden
Development of a tentative impact assessment framework
Understanding the institutional enablers and barriers to the dissemination of MaaS: A tentative framework
A topological approach to Mobility as a Service: A proposed tool for understanding requirements and effects and aiding policy integration
Karvonen, Riku
Tuup
Kinnunen, Tuomo Kalevi
VTT Technical Research Centre of Finland Ltd, Finland
Resource efficiency with new mobility services: circular, sharing and collaborative economies
Open MaaS integration platform: Lowering the threshold for introducing smart mobility services
Knopp, Sebastian
AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
An Optimization Based Analysis of a Micro Transportation Service
Koskela, Sirkka
SYKE Finnish Enviroment Institute, Finland
Kostiainen, Juho Tapani
VTT Technical Research Centre of Finland Ltd, Finland
Open MaaS integration platform: Lowering the threshold for introducing smart mobility services
Resource efficiency with new mobility services: circular, sharing and collaborative economies
Krems, Josef F.
Chemnitz University of Technology, Germany
The importance of user-acceptance for the usage of multimodal mobility systems
Lahti, Janne
VTT Technical Research Centre of Finland Ltd, Finland
Open MaaS integration platform: Lowering the threshold for introducing smart mobility services
Laine, Tomi
Strafica Ltd, Finland
Changes to Travel Demand Modeling in the Age of MaaS – example of Brutus
Langeland, Ove
Institute for Transport Economics, Norway
Providing alternatives to the private car: the dynamics of business model innovation
Larsen, Niels Tvilling
DemandTrans, Denmark
Opportunities of MaaS in US and rural areas
Ljungberg, Christer
Trivector Traffic AB, Sweden
EC2B – Mobility as a Service connected to accommodation
Logi, Filippo
Siemens
MaaS – from Vision to Deployment
Lund, Emma
Trivector Traffic AB, Sweden
EC2B – Mobility as a Service connected to accommodation
Metz, Friso
Advier, Netherlands, The
Michl, Tobias
Zurich University of Applied Sciences, Switzerland
Regulation and Governance Supporting Systemic MaaS Innovations – Towards Innovation Platforms
Mladenovic, Milos
Department of Built Environment, Aalto University, Finland
Can we design mobility services by accounting for complexity and social justice?
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Mulley, Corinne
University of Sydney, Australia
Mäkinen, Sami Antero
FLOU Oy, Finland
Auction based market model for estimating the willingness to use ridesharing services
Möttö, Pekka Juhani
Tuup, Finland
The business case for Tuup MaaS and Kyyti
Müller-Blumhagen, Sebastian
Chemnitz University of Technology, Germany
The importance of user-acceptance for the usage of multimodal mobility systems
Nelson, John D.
University of Aberdeen, UK
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Niemi, Petri
Lappeenranta university of technology
Nolz, Pamela
AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
An Optimization Based Analysis of a Micro Transportation Service
Nykänen, Lasse
VTT Technical Research Centre of Finland Ltd., Finland
Business models for MaaS
MaaS in rural areas
The European Roadmap 2025 For MaaS
Ovaska, Jukka-pekka
Aalto University, Finland
Emergence of mobility market platforms, Case: Mobility as a Service in Finland
Pihlajamaa, Olli
VTT Technical Research Centre of Finland Ltd, Finland
Open MaaS integration platform: Lowering the threshold for introducing smart mobility services
Plepys, Andrius
Lund University, Sweden
Pöllänen, Markus Matias
Tampere University of Technology, Finland
Challenges in the paradigm change from mobility as a self-service to mobility as a service
Review on mobility as a service in scientific literature
Reinthaler, Martin
AIT Austrian Institute of Technology, Center for Mobility Systems, Dynamic Transportation Systems, Vienna, Austria
An Optimization Based Analysis of a Micro Transportation Service
Salo, Marja
SYKE Finnish Enviroment Institute, Finland
Salonen, Arto O
Metropolia University of Applied Sciences, Finland
Sarasini, Steven
RISE Viktoria, Sweden;
Chalmers University of Technology
A topological approach to Mobility as a Service: A proposed tool for understanding requirements and effects and aiding policy integration
Mobility as a Service: Comparing developments in Sweden and Finland
Providing alternatives to the private car: the dynamics of business model innovation
Users’ motives to adopt and willingness to pay for Mobility as a Service
What characterises a sustainable MaaS business model?
Smith, Göran
Chalmers University of Technology, Sweden;
K2 – The Swedish Knowledge Centre for Public Transport;
Västra Götalandsregionen
Mobility as a Service: Comparing developments in Sweden and Finland Presenter
Smolnicki, Piotr Marek
Gdansk University of Technology, Poland
Mobility Oriented Planning: Urban Design for Mobile Communities rather than for Automobiles
Sochor, Jana
Chalmers University of Technology, Sweden;
RISE Viktoria, Sweden
A topological approach to Mobility as a Service: A proposed tool for understanding requirements and effects and aiding policy integration
Development of a tentative impact assessment framework
Mobility as a Service: Comparing developments in Sweden and Finland
Users’ motives to adopt and willingness to pay for Mobility as a Service
What characterises a sustainable MaaS business model?
Somers, Andrew
Mobility as a Service Australia, Australia
MaaS beyond Europe – lessons from Australia & New Zealand
Surakka, Teemu Juhani
Aalto University, Finland
Regulation and Governance Supporting Systemic MaaS Innovations – Towards Innovation Platforms
Taskinen, Johanna
Tuup
Temmes, Armi
Aalto University, Finland
Emergence of mobility market platforms, Case: Mobility as a Service in Finland
Touru, Tapani
Helsinki region transport, Finland
Transport system planning in Helsinki region –dealing with big potentials and big uncertainties
Ullah, Waqar
Aalto University, Finland
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Utriainen, Roni Ilmari
Tampere University of Technology, Finland
Challenges in the paradigm change from mobility as a self-service to mobility as a service
Review on mobility as a service in scientific literature Presenter
Viitamo, Esa Ilmari
Aalto University, Finland
Viri, Riku Aleksi
Tampere University of Technology, Finland
Challenges in the paradigm change from mobility as a self-service to mobility as a service
von Mörner, Moritz
Technische Universität Darmstadt, Germany
Demand Oriented Mobility Solutions for Rural Areas
Väänänen, Touko Aukusti
FLOU Oy, Finland
Auction based market model for estimating the willingness to use ridesharing services
Walvius, Minze
Advier, Netherlands, The
Weckström, Christoffer
Aalto University, Finland
User Perspectives on Emerging Mobility Services: Ex Post Analysis of Kutsuplus Pilot
Wendle, Björn
Trivector Traffic AB, Sweden
EC2B – Mobility as a Service connected to accommodation
Wong, Yale
University of Sydney, Australia
