Mobility-as-a-Service (MaaS) and the potential of multiservices

Abstract

This study explores the potential of integrating non-mobility services within the Mobility-as-a- Service (MaaS) framework, focusing on their impact on user adoption and the scalability of multiservice bundles. Using a stated choice experiment informed by semi-structured interviews, the research examines user preferences for multiservices. The findings indicate a strong preference for a pay-as-you-go option, with flexibility being a key driver of adoption across diverse demographic groups. While markets for multiservice bundles evidently exist, the overall reception of non-mobility services is mixed. The results suggest that the success of non-mobility services in scaling up MaaS depends heavily on multiservice design and market segmentations. We estimate the willingness to pay for non-mobility services, with gamified reward schemes standing out as the most promising factor to deliver scalability.