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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 aimed to identify the drivers and barriers to market. Demonstrations were held in five Living Labs – Manchester, Gothenburg, Berlin, Turin and Madrid – each of which developed and trialled their own MaaS system. These activities were supported by expert partners in the field including transport operators, MaaS operators, expert software developers and transport and mobility consultants.

Vectos' Role

Vectos supported the five Living Labs by developing new business models for MaaS, and identifying how consumer demand can be increased through incentives, pricing strategies and gamification built into the MaaS applications. These behaviour change strategies were a vital addition to the evolution of the MaaS systems.

Results So Far

Vectos gave support, advice and guidance to each of the Living Labs on the behaviour change potential of incentives and gamification and how this should be included in the business models of their MaaS trials. Elements of this guidance were implemented in each of the Living Labs.

In Turin, the URBI app was employed as the interface through which MaaS was provided. Participating company employees downloaded the app and were able to book and pay for bike sharing and public transport services. Users collected “sustainability points” assigned according to the modes chosen which added up to free travel credit at the end of the pilot for the “best” employee. This added competition element was designed to encourage behaviour change.

In Gothenburg, one of the trials was hosted in a newly built housing complex, in which access to mobility modes such as car sharing, bike sharing, and public transport was included in the rent, in the form of allowances for each mode. This also included the membership fee for the car sharing club. This increased convenience of having the modes already paid for, and the increased convenience of use, encouraged residents to change their behaviour towards more sustainable modes.