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IMOVE – Mobility as a Service (MaaS)

Project Overview 

MaaS is the integration of many different forms of transport services into a convenient single mobility service accessible on demand. It can take the shape of a single app allowing real time journey planning and payment and access to public transport, car sharing, carpooling, bike sharing and others beyond the boundaries of a city.

MaaS is already being piloted in real situations in Birmingham and Helsinki through the Whim service.

In order to accelerate MaaS take up across Europe, IMOVE needs to identify the drivers and barriers to market. Demonstrations are being prepared in four Living Labs – Manchester, Gothenburg, Berlin and Turin - each developing, and trialling their own MaaS system. These activities are supported by expert partners in the field including transport operators, MaaS operators, expert software developers and transport and mobility consultants.

Our Approach

Vectos is supporting the four living labs by developing new business models for MaaS, identifying how consumer demand can be increased through incentives, pricing strategies and gamification built into the MaaS applications. These behaviour change strategies will be a vital addition to the evolution of MaaS systems.

Results So Far

Vectos participated in the Manchester Living Lab seminar in April hosted by TfGM where they presented on the behaviour change potential of incentives and gamification and how this should be included in the business model work.

In Turin, preparations have been made for the URBI app to be employed as the interface through which MaaS will be provided. Participating company employees will download the app and be able to book and pay for bike sharing and public transport services. Users will collect “sustainability points” assigned according to the modes chosen which will add up to free travel credit at the end of the pilot for the “best” employee. This added competition element is designed to encourage behaviour change.