Mobility-as-a-Service (MaaS)

MaaS with Transit at its Heart

The concept of “Mobility as a Service” or “MaaS” is central to the idea of change in transportation. Generally understood as a vision of mobility where travel happens through a combination of public, private and shared transportation modes, it remains an ambiguous term, originated from the private sector and often misunderstood, which complicates discussions about MaaS and its implementation.

Yet, understanding what MaaS truly stands for is very important for our cities and communities. It can mean the difference between effective MaaS projects that benefit the local community and those that only congest our already crowded cities and divert investment away from crucial public transit infrastructure initiatives.

Watch video to learn how we are "Getting you there. Smarter"

"Getting you there. Smarter."

Defining MaaS

As profound shifts in the urban, technological and social layers rock the transportation world, MaaS can provide the answers we seek – but only if it is properly implemented, responsibly managed and well executed.

With this in mind, Cubic proposes a new definition for MaaS that takes into consideration the unique role public transit has to play in driving the MaaS effort forward:

“Mobility as a Service is a combination of public and private transportation services within a given regional environment that provides holistic, optimal and people-centered travel options, to enable end-to-end journeys paid for by the user as a single charge, and which aims to achieve key public equity objectives.”

Transit is the Backbone of MaaS

Public transit, being the backbone of mobility, is best suited to lead the MaaS conversation. After all, public transit…

Creates the greatest density of users.
Already has the largest market share of the modal mix.
Is heavily subsidized.
Caters to all types of travelers, young and old, able and less able, the wealthy and the economically disadvantaged.

Maas, Mobility as a Service, Transit Case Study

MaaS Drivers

To properly understand MaaS, we must look at what makes it applicable to today’s transportation landscape.

There are numerous complex drivers that can be observed around the world which make the conversation about MaaS highly relevant. Those drivers can be classified into three major “layers” – of urban, technological, and social trends that influence the way we manage our cities, use our technology, and define who we are as consumers.

Urban Layer: By 2020, city dwellers will account for 66% of the population.
Technology Layer: By 2020, an estimated 10M autonomous cars will be on the roads.
Social Layer: Transportation is the second largest sector of the on-demand economy with 7.3M monthly consumers.

MaaS Infographic

MaaS Drivers - mobility as a service by Cubic

MaaS Benefits

Properly understood and well-executed MaaS can benefit consumers, communities and transit agencies alike, and address many of the problems transportation is facing around the world.

Consumers: Gives the freedom to travel the way you desire and offers a one-stop-shop for all mobility needs.
Cities & Communities: Helps address first/last mile problem.
Transit Agencies: Augments public transit service through smart partnerships with private mobility providers and offers power to shape the evolution of mobility systems.

MaaS Benefits - mobility as a service by Cubic

Time to Act is Now

As city authorities move from regulating transport as a sector to regulating transport as a service, they need to think carefully about the role they can play in the MaaS discussions. They need to recognize the balance of priorities in the new transportation mix and act as facilitators of partnerships, enablers of innovation and guardians of cities’ and people’s interests, ensuring a MaaS future where cities aggregate density of directional travel, while keeping a healthy balance of shared vehicles on roads.

It’s time for the transit industry to give MaaS another look.

Read our white paper to find out how we can:

Put Transit Front and Center of the Conversation