This is the age of the app

The value of Mobility as a Service (MaaS) to the consumer is clear while the potential opportunities for the public and private sectors are vast, believes John Bradburn

Maas is an exciting development in the transport sector, offering a new way of thinking in terms of how the delivery and consumption of transport is managed. 

It is an efficient, personalised transport service, integrating a range of modes and presenting the consumer with the best options for getting from A to B through the use of an app. Flexible ticketing and payment options allow consumers to pay for access to a range of mobility options, rather than a specific mode. 

Over the years the concept of MaaS has been developed as part of the Intelligent Mobility movement. Despite initial scepticism from some quarters, MaaS has found growing support from the transport industry, with trials being launched in Europe and North America. For example, we’re already starting to see evidence of this with the recent launch of MaaS Finland, which has been backed by €2.2m (£1.7m) of public and private sector capital.

The value of MaaS to the consumer is clear, in terms of the personalised service, integration of modes, ease of use and the flexible approach to payment – including subscriptions. According to the Office for National Statistics, the benefits for the private sector will come from capturing a fraction of the £324 per month that the average UK household spends on travel. 

Furthermore, the data generated by MaaS will create opportunities for new business models to emerge. On the public sector side, MaaS directly supports policy in a number of areas, such as access to jobs, increasing travel by sustainable modes and reducing harmful emissions. There is also the potential for new revenue streams from MaaS operations.

Whilst working with our clients to better understand MaaS, Atkins has seen a clear shift in thinking in the UK from conceptualisation to thoughts of delivery. We have identified two distinct business models under which MaaS could be delivered: the ‘reseller’ model and the ‘integrator’ model. Both models see the private sector taking the lead role in MaaS implementation and delivery.

The role of the public sector is firstly to provide the underpinning transport network. Alongside this, it should foster a culture and ecosystem of enablement, in order to provide the private sector with confidence to invest and develop MaaS. This might involve a range of activities, from opening up data to investing in urban traffic management systems and demonstration projects.

Although there is still a long way to go to fully realise MaaS in the UK, the consumer benefits and the potential opportunities for the public and private sectors are vast, and we can be certain there will be continued interest in the delivery of this initiative. 

John Bradburn is an Intelligent Mobility consultant at Atkins. At   Smarter Travel LIVE! John Bradburn and Mike Waters, head of transport infrastructure for Coventry City Council, will discuss how UK cities can achieve Mobility as a Service.