Chapter 3: The rise of on-demand mobility and MaaS Chapter 3: The rise of on-demand mobility and MaaS

There are many examples around the world where customers can travel on different modes of transport (from different providers) via one payment platform.

Although such services are typically restricted to public transport, new, integrated private/public versions are emerging. MaaS Global operates a MaaS platform in Helsinki, Finland, and is also trialling a scheme in other countries including the UK. The company h as developed a travel product called Whim with a monthly subscription. Customers can plan and pay for individual journeys via train, bus, taxi, car-rental and bike-share on a single app, or purchase an ‘all-in’ subscription covering all their transport needs in the city for a fixed price.

And Helsinki is not alone. Denver, Los Angeles, Las Vegas, Singapore, Barcelona, Hanover, Vienna, Montpelier, Gothenburg, Paris and Eindhoven have all piloted some kind of MaaS solution at the time of writing. Despite these exciting developments, public authorities still struggle to balance the user experience offered by MaaS, with policy objectives of economic growth, social inclusion, space optimisation, environmental benefit, and citizen health and wellbeing.

There is also a huge opportunity for MaaS to replace company cars, although this will require significant shifts in tax policy. (20 million journeys in its first 4 years. KPMG’s MaaS Requirements Index enables operators and authorities to understand the optimum level of regulation and policy needed to achieve their objectives, while balancing the commercial needs of operators.