Mobility as a Service (MaaS) offers a full door-to-door mobility service. The client does not need to worry about anything; alternatives are presented and payments are taken care of.
In MaaS, a MaaS operator (broker) buys services from mobility operators (PT, rental bike, car sharing, etc.). Customers book and pay their travels from this operator. When booking, customers can choose from several multimodal options for their travels, depending on travel time, travel costs and comfort. Because travel information is integrated in the booking process and provided during the travel, alternative options can be chosen during the booking process as well as during the travel. Several initiatives have been taken and pilots were started to set up MaaS operators. One of them is Ubigo in Sweden, a pilot project carried out in 2014 in Gothenburg with 70 households participating. The aim of UbiGo was to be a realistic and a good competitor of car ownership. During this pilot, participants purchased prepaid credits on a monthly basis to spend on the use of different mobility services. Additional services in UbiGo were a bonus system for eco-friendly transport choices and guaranteed travel (when PT was delayed 20 minutes or more, participants could order a taxi paid for by UbiGo). UbiGo is to be implemented on a larger scale.
It can be concluded that when PT decision-makers offer good PT and are willing to participate in the MaaS system at an early stage, MaaS offers an opportunity to PT rather than a threat and could attract more customers to PT.