Disruptive Business Model: Mobility-as-a-Service (MaaS)

Mobility as a service (MaaS) incorporates the options/elements of an emerging and new transportation model—particularly in urban areas—that removes the need for private vehicle ownership by offering bundled transportation options as a service. Through an integrated effort of public and private organizations, riders can embark on personalized and optimized transportation routes using a variety of different transportation modes including cars, buses, trains, bikes and scooters.  MaaS promises to revolutionize transportation by building and lkeveraging platform technology to connect and improve all aspects of travel. The philosophy can be applied across a broad range of technologies from autonomous cars through to connected cities. For businesses, MaaS initiatives aim to unify all modes of transport for a business into one simple and easy to use platform with the objective of improving cost and efficiency through shorter travel planning and cost comparison. For families or solo travelers, Mobility-as-a-Service aims to improve the planning and management of travel into a customized journey without the challenge of searching through multiple booking search engines.

Every business model requires a monetization method. Mobility-as-a-service on the surface has a straightforward model: MaaS providers charge either a fixed-rate or variable rate for different service options. However, things get complicated due to the interconnectivity of the system. While specific roles maintain traditional revenue models such as manufactures wholesaling, transportation providers rely on a complicated method for dividing up payments.  This method hinges upon many variables including rides per day, distance traveled, cost per trip, etc. These organizations will need to evolve towards a equitable system that makes MaaS profitable for all those involved.

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