This document discusses the evolution to Mobility as a Service (MaaS). It notes that past MaaS efforts have shown quick early wins but also setbacks as pilots end. It advocates for a collaborative approach involving digital data integration across transportation modes to provide better mobility. The roadmap outlines stages from single mode operations and planning to integrated payment and policy across all modes through expanded customer interfaces, data sharing, and operational management. The goal is an integrated mobility ecosystem approach rather than just an app.

1. July 2022
Evolution to MaaS
Andy Taylor – Senior Director of Global Strategy

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Experiences with MaaS So Far…
Expectations spike
with early wins
Expectations wane
as pilots end
Path to scale established
for steady ROI
The journey to MaaS is
characterized by quick
wins and early setbacks,
but transitioning focus
from commercials to
delivering better mobility
paves the path to
success
https://sfmcon.dk/2019/03/15/maas-market-london-approaching-preparing-to-talk-about-the-role-of-micromobility-in-a-maas-landscape/

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Approaching MaaS
• Past MaaS efforts have demonstrated important lessons
learned
• This collaborative approach to MaaS requires digitalizing
data, combining services and developing a network; at
its core this approach must be inter-modal
• Ultimately, a partnerships and ecosystem approach to
MaaS is critical, as interoperability will be essential to
success
• Agencies must keep goals at the center of its MaaS
plans – what is it that agencies are seeking to achieve?
• Increase system usage? Improved access? Reduce
car usage? Reduce emissions? Healthier societies?
We are now at MaaS 2.0
or
Collaboration-as-a-
Service (CaaS)

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Roadmap to MaaS 2.0 / CaaS
MaaS is a Destination towards integrated mobility in accordance with the goals of the stakeholders to deliver a
better mobility experience to users – there is not one way to get there
Public Transport
Integrated
modes
Mobility
Services
Disaggregated
data
Integrated data across
modes
Data
Single mode
planning
Integrated journey
planning
Customer
Interface
Integrated
customer
service
Customer Service
per mode
Customer
service
Basic operational
alerts
Operations Monitoring and
enforcement of MSPs
Payments for
single modes
Payments Integrated payment
Static policy
Policy Realtime policy
w/nudges
Customer
Integrated
journey
planning &
payment
Integrated
policy
implementati
on &
operational
management

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Mobility Services
Single Mode Integrated PT
Integrated public
multi-modal (e.g.,
parking)
Integration of
private
Integration of
regional / national
• Agencies will define which modes they want to integrate– this will likely change over time
• There is no rule which modes need to come first, public or private
• Some agencies may stop at a certain level of integration (e.g., not regional), and skip entire modes /
stages all together
• Need enough supply to meet user demand and attract users out of their cars for reliable point to point
travel
• Open to private mobility suppliers to extend mobility options and deliver better service

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Technical Evolution
Common customer
interface with single
mode planning
Disaggregated Data Standardized Data Integration of Data from Additional Modes
ABT for Public
Transport
Analog Journey Planning
Public Transport
Ticketing
Common customer
interface with inter-
modal planning
ABT for Additional
Modes
Common
customer
interface with
inter-modal
journey
planning &
payment
Data
Customer
Interface
Payments
Includes: Different agencies,
parking, tolling, private options
• Data is critical for technical building blocks of MaaS
• An agency can integrate modes into the common customer interface as it expands the definition of operational services to expand
from public transport to inter-modal planning
• Account based ticketing the is the most flexible foundation for expanding to new offerings over time
• MaaS relies on a user account of preferences for both public and private modes with PT as an orchestrator

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Policy & Operations Evolution
Integration of additional modes
Standard Data
Technical Pre-
requisites
Common Customer
Interface
Public Transport Mode
Nudging
• Inputs for shifting
behaviors
• Customer preference and
history
• Touchpoint for nudging
user behavior
Operational
Outcomes
Inter-modal nudging &
rewards
Control & regulation to
Achieve policy goals
Policy Setting Public Transport Mode
Policy
Inter-modal policy
Full network management &
policy
• For policy and operational management, agencies must have data from which to base operational understanding, and a single
touchpoint with customers to impact their behaviors in accordance with policies
• In addition to behavioral shifts, operational management also supports control and enforcement of MSPs based on the policies of
a city (e.g., specific pick up zones)

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Customer Service Evolution
• As new modes are added, customer service evolves from individual modes to managing all
modes within an offering
Public Transport
Customer Service
Integration of Additional Modes
Customer support
Financial services
IT Operations Services
Help Desk
Field Services
Customer
Service

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Take Away
• MaaS is a journey to an integrated mobility ecosystem – it’s not an
App!
• What a MaaS vision is for one city will be different to the next
• Digital evolution and integration is needed to make MaaS work
• Collaboration is critical to making MaaS succeed

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Andy Taylor
Sr. Director of Global Strategy
Cubic Transportation Systems
Andy.Taylor@cubic.com
+1 (703) 261-5015
Thank you
Thank You