Understand consumer needs and requirements and create a low-risk trial environment in the development of Mobility as a Service applications.

A web-based smartphone application combining public transport, car sharing, rental car service, taxi and bike-sharing services was piloted in Gothenburg, Sweden,


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Lesson Learned

MaaS is more than multimodality or overlaying an application on existing services. MaaS and MaaS developers should:
  • Focus on the 'service' aspect of MaaS. MaaS can demonstrably change thought processes and behaviors but its success is not independent of the service attributes.
  • Understand consumer needs and requirements and create a low risk trial environment.
  • Include quality service design that addresses both mobility/accessibility and the opportunity for behavioral change.
  • Capitalize on collaborative synergies (public and private) so as to better capture the advantages of each. Collaboration is vital, but requires dedicated effort to understand each other and find common ground.

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Benefits of Mobility as a Service: Evidence from the UbiGo MaaS pilot in Gothenburg, Sweden

Author: Sochor, Jana

Published By: Chalmers University of Technology

Source Date: 10/11/2016

URL: http://ibec-its.com/wp-content/uploads/sites/18/2016/11/IBEC-2_Sochor_Melbourne-2016.pdf

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Lesson Analyst:

Janet Fraser


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Lesson ID: 2018-00804