Exploring Mobility-as-a-Service: insights from literature and focus group meetings
Are people willing to accept MaaS as a new transport service (on a daily basis)? The KiM Netherlands Institute for Transport Policy Analysis looked for answers by means of a literature review and focus group meetings. Main findings are summarized in the report ‘Exploring Mobility-as-a-Service; insights from literature and focus group meetings’.
Results from literature and focus groups
In the exploratory phase of the research, KiM conducted an extensive review of literature and organized focus group meetings. It revealed the following:
- MaaS could provide enough added value to allow certain groups of travellers to consider adopting it.
- Young to middle-aged people residing in urban areas are likely to be the first group to switch to MaaS from the more traditional mobility paradigm.
- Nevertheless, there remains high demand for autonomy, flexibility and reliability, prerequisites for adopting MaaS.
- MaaS must also provide added value vis-à-vis the current situation. Four added values (four Cs) appear particularly significant in this respect: Costs (offering cost benefits), Convenience, Choice, and Customisation.
- Current mobility behaviour may play a part in the question of whether or not travellers are open to MaaS. For example, it makes quite a difference whether people already have experience with public transport or whether they only travel by car. Furthermore, households without a car of their own appear to be more susceptible to MaaS than are households owning one or more cars. Finally, personal characteristics, such as household composition or residence location, appear to have a bearing on someone’s inclination to opt for MaaS
KiM follow-up research on MaaS
Further research about the adoption of MaaS and decisions within MaaS is desired, especially on the quantitative side. KiM, in its follow-up MaaS research, will quantitatively assess the potential MaaS offers to various population groups.