NEWBITS EU and US benchmark analysis: Mobility as a Service (MaaS)

Mobility as a Service (MaaS) is the integration of various forms of transport services into a single mobility service accessible on demand. As such, MaaS is at its initial stage of diffusion in Europe, whereas in the United States organisational and institutional challenges have prevented deployment. However, substantial increases in the US market are forecasted by 2025, driven by the convergence of various transport chains forming a holistic transport service ecosystem and increasing self-driving cars.

Based on case studies reviewed in Europe and evidence available on the challenges (mainly technical, organisational and institutional challenges) to MaaS deployment in the US, driving and restraining forces could be as follows.

Forces driving innovation diffusion could be: user’s willingness to move from a car-borne transport, wide range of transport modes available and majority of operators offering electronic payment, opening data and allowing third parties to sell their services, stakeholder cooperation, user incentives, innovative procurement and MaaS support as part of policy strategies.

On the other hand, restraining forces identified are: challenges to make users using one single app, strong competitions among market players, development of data formats and quality checks not yet fully addressed, lack of provision of government subsidies and tax reduction benefits if MaaS is not supported by local governments, financial pressures on public transport operators if profits are sought from the sale of monthly subscriptions and ticket sales.

References: Global Mobility as a Service (MaaS) Market Report 2018: market is Expected to Grow to US$ 358.35 Billion by 2025 from US$ 38.76 Billion in 2017”, access to Internet at–300645453.html on August 3rd 2018.

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