The commercial viability of Mobility-as-a-Service (MaaS): what’s in it for existing transport operators?

Mobility-as-a-Service (MaaS) platforms offer consumers access to multiple transport modes and services, owned and operated by different mobility service providers, through an integrated digital platform for planning, booking and payment. Different transport operators can choose to offer their services on the platform, and the platform provider has to broker individual deals with different transport operators on a case-by-case basis. Ultimately, the success of any MaaS platform will depend on the platform provider’s ability to persuade as many individual transport operators as possible to join their platform, to increase value to potential customers. This study examines the commercial value proposition of MaaS from the perspective of individual transport operators, based on a comprehensive review of the existing academic and grey literature on MaaS, and based additionally on qualitative interviews with over 60 national and international actors across the entire MaaS ecosystem. We find that transport operators might benefit from MaaS through possible changes in their cost structures and revenue streams. MaaS could help strengthen potentially complementary relationships between services; allow operators to expand their customer base and reach newer markets; and increase asset utilisation through better matching between supply and demand. However, MaaS also poses a potential risk to existing service providers, as integration with possibly substitutive services could undermine profitability and cost recovery. In many cases, similar benefits can be realised through information and communication technologies that do not require integration with other services. Consequently, if left to the market, integration between operators is likely to be piecemeal and ad-hoc. In the absence of government support, MaaS is unlikely to deliver on the vision of a fully integrated transport system.

Media Info

  • Pagination: 16p
  • Monograph Title: Australasian Transport Research Forum, 8-10 December 2021, Brisbane, Queensland

Subject/Index Terms

Filing Info

  • Accession Number: 01892456
  • Record Type: Publication
  • Source Agency: ARRB Group Limited
  • Files: ITRD, ATRI
  • Created Date: Sep 6 2023 2:05PM