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Mobility as a Service

Mobility as a service (MaaS) is a popular interpretation of future collaborative and connected urban transportation, centred on a changing society embracing a sharing culture which can satisfy our mobility needs without owning assets such as a car.

What is Mobility as a Service?

Mobility as a service (MaaS) is a popular interpretation of future collaborative and connected urban transportation, centred on a changing society embracing a sharing culture which can satisfy our mobility needs without owning assets such as a car.

MaaS emerges because of opportunities afforded by digital information platforms to plan and deliver multimodal mobility options in point-to-point trips and/or first-and-last mile travel to public transport journeys.

MaaS packages will provide consumers with seamless mobility options with integrated payments through a single app in much the same way as unified telco packages provide users with a choice of mobile minutes, data and text options.

We need to know what packages consumers will want and how much they are willing to pay, while on the supply side, what the governance issues are and the implications for the way in which governments procure collective transport.

There is also a current imperative to understand the barriers to disruption. The five key barriers include:

The momentum barrier, in that potential switchers/users are accustomed to the status quo.The technology-implementation barrier, which could be overcome by existing technology reflected in the digital platforms of today.The ecosystem barrier, which requires a change in the business environment to overcome.The new technologies barrier, which is the technology required to change the competitive landscape and which may not yet exist (this is linked to future digital platforms).The business model barrier, whereby a disrupter would have to adopt the cost structure of existing providers on part or all of their MaaS offering such as an Uber or single mode public transport provider.

The way people are looking to travel is changing, with the challenges of urban accessibility and the influence of growing city populations factoring into this trend. These are some of the concerns facing businesses and municipalities as they try to cater to needs of residents, and reflects an increase in awareness of the need to adapt to changing traveler - and consumer -preferences.

Mobility as a Service provides the flexibility that today’s on-demand environment requires, and allows commuters to build their own journeys for their own convenience.

Mobility as a Service is a growing focus for both the transportation industries and customer-facing businesses. The term refers to a change in the way we travel, moving away from the traditional idea of owning a vehicle, and towards taking advantage of various other modes of public and private transport, both existing and emerging. It’s a more case-by-case way of deciding how to build a journey, choosing the right option for each trip in a more modular way.

The Future of Mobility - Advanced Customer Experience Solutions

The ease of use for businesses and customers alike is front and center in the ability of the Mobility Marketplace to be effective as a solution. The Driver for mobility is convenience, even more than cost. Think how most people would prefer to jump in a taxi rather than wait for a bus, even if the price is several times higher. How it all comes down to creating a “better end to end journey for passengers.”

With populations in cities growing worldwide, authorities from private and public sectors and across industries face questions of how to encourage transportation options that meet needs and fit changing mobility patterns, and how to keep cities accessible and viable. This is one of the topics under discussion by analysts and thought leaders in the industry, including at the upcoming Future Urban Mobility 2018 conference in the Netherlands, and a question we at HERE Mobility took to address as part of our mission to revolutionize the way mobility is offered and consumed.

With our API, any business can easily integrate and benefit from the HERE Mobility Marketplace. A hotel can use their concierge console to book their guests a money-saving ride-share to the airport at the same time as checking out of their rooms. A bridal store retail website can assist a customer with buying a train ticket to get to her appointment with time to spare. A bar owner can equip his venue with a self-service kiosk that can ensure everyone gets home safely from a night out. Spaces like hospitals and malls can follow suit, integrating holistic mobility for safety and convenience. This is true Mobility as a Service, allowing all businesses to integrate mobility solutions as part of their business portfolio, and providing truly holistic customer service solutions across the board.

Mobility as a Service is encouraging transportation towards cheaper, more environmentally-friendly solutions for the future of mobility. On top of that, when done right, businesses delight the user with convenience at every stage of their journey, both on and off the road. Democratizing the industry and staying up to date with the latest technological innovations is just the beginning.

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