Göran Smith, David A. Hensher, Chinh Ho & Camila Balbontin
Abstract
The positive effects that Mobility-as-a-Service (MaaS) is envisioned to have on transport can only be reaped if people are using MaaS. Yet, the understanding of the user perspective on MaaS is incomplete and primarily based on experiments with non-users. To address this shortcoming, this paper reports user experiences from a trial of a high-level MaaS service in Sydney, Australia. Based on questionnaires and interviews, it analyses who participated in the trial and why, and whether the trial experience satisfied their motives. The contribution to the literature on MaaS is three-fold. Firstly, most of the people that participated in the trial were frequent users of both public transport and private cars. This supports the notion that multi-modal travellers are likely early adopters of MaaS and contradicts the fear that MaaS does not appeal to private car users. Secondly, a desire to contribute to innovation and curiosity about MaaS were the main motives for signing up for the trial, which highlights the important role an inviting setting for experimentation, such as a trial, can play in stimulating MaaS adoption. Thirdly, many participants struggled with making the trialled service work for them and on average they seemed to value the support and feedback functions higher than other service features. This underscores the novelty of MaaS, compared to existing service models, and reiterates the notion that more than an app and a few subscription plans is needed to make MaaS useful for users.
