Trying Out Mobility as a Service: Experiences from a Field Trial and Implications for Understanding Demand

Jana Sochor · MariAnne Karlsson · Helena K. Strömberg

232 citations0/0 files storedTransportation Research Record Journal of the Transportation Research Board

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Transportation and Mobility Innovations Transportation Planning and Optimization Electric Vehicles and Infrastructure

Abstract

The concept of mobility as a service (MaaS) has been proposed as a feasible way to achieve more sustainable transport. One example of such a service is UbiGo, a broker service for everyday urban travel developed and evaluated within the Go:Smart project in Gothenburg, Sweden. This paper presents evidence of travel behavior and related changes from a 6-month field operational test (FOT), during which 195 participants tested the new service. On the basis of the responses to participant questionnaires and interviews and the information recorded in travel diaries, change-enabling service attributes were identified. Such attributes included the transportation smorgasbord concept, simplicity, improved access and flexibility, and economy. Although not a service attribute per se, the FOT also enabled the new behaviors to be evaluated in a trial and a reevaluation of convenience. The broader implications of the findings of the FOT to obtain an understanding of travelers’ new choices and behaviors for the future design of MaaS are discussed. Service design and demand are not independent of each other, and if a mobility service is to change behavior (i.e., achieve an impact) as well as create added value, these goals need to drive design decisions and the deliberate, conscious development of service dimensions, such as customization, bundling, and the range of the offer. On the basis of the experiences gained, the authors emphasize the need for a more holistic and flexible perspective on mobility (and the design perspective on mobility services) that is focused on serving users’ needs and that involves capitalizing on synergies between public and private actors to develop the MaaS offer and better meet the urban mobility challenge ahead.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 232 citations exist upstream.

References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2003Diffusion of innovations 2005‘Complacent Car Addicts’ or ‘Aspiring Environmentalists’? Identifying travel behaviour segments using attitude theory 2012Quality attributes of public transport that attract car users: A research review 2002The service concept: the missing link in service design research?2012Product–Service Systems Engineering: State of the art and research challenges 2003Car Sharing: A New Approach to Urban Transportation Problems 2007Growth in Worldwide Carsharing

Cited by

2019Development and implementation of Mobility-as-a-Service – A qualitative study of barriers and enabling factors 2019Public preferences for mobility as a service: Insights from stated preference surveys 2020Mobility as a service and sustainable travel behaviour: A thematic analysis study 2020A study on users' willingness to accept mobility as a service based on UTAUT model 2020The Ws of MaaS: Understanding mobility as a service fromaliterature review

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.