The document discusses the concept of Mobility as a Service (MaaS), emphasizing a future-ready service philosophy for transportation that integrates various modes and services through a comprehensive travel agent model. It highlights opportunities for higher efficiency, automation, and multiple payment models while addressing challenges such as regulation, service gaps, and data integration. The need for open competition and technological advancements is also stressed to enable seamless access to transportation options.

1. Mobility as a
(personalised) Service
future-ready service philosophy to
transport
Krista Huhtala-Jenks
@KristaHJwork

3. Building blocks
TRANSPORT MODES,
(NEW) SERVICES
MAAS
OPERATORSBACK OFFICE
COMPONENTS
APIs,
OPEN DATA
AGGREGATORS
COMPREHENSIVE
”TRAVEL AGENT”
INTEGRATES AVAILABLE
OPTIONS & PAYMENT
TRANSPORT
ENABLING ACCESS

4. What we want to see
TRANSPORT MODES,
(NEW) SERVICES
MAAS
OPERATORSBACK OFFICE
COMPONENTS
APIs,
OPEN DATA
AGGREGATORS
COMPREHENSIVE
”TRAVEL AGENT”
INTEGRATES AVAILABLE
OPTIONS & PAYMENT
TRANSPORT
ENABLING ACCESS
New modes & services,
higher efficiency,
automation
Full service+beyond,
many payment
models, guarantee
Open access, incl.
ticketing &payment
Big & small players,
Full stack &
components
All options, ease of
use, transparency

5. Challenges
TRANSPORT MODES,
(NEW) SERVICES
MAAS
OPERATORSBACK OFFICE
COMPONENTS
APIs,
OPEN DATA
AGGREGATORS
COMPREHENSIVE
”TRAVEL AGENT”
INTEGRATES AVAILABLE
OPTIONS & PAYMENT
TRANSPORT
ENABLING ACCESS
Regulation, modal silos,
monopolies,
service gaps
Liability, contracts,
value & customer
retention
Data gaps, no APIs
fight for the UI
Monoliths,
no incentives for all
parties to develop, cost,
complex
Very competitive,
apps on apps

6. TRANSPORT MODES,
(NEW) SERVICES
MAAS
OPERATORSBACK OFFICE
COMPONENTS
APIs,
OPEN DATA
AGGREGATORS
COMPREHENSIVE
”TRAVEL AGENT”
INTEGRATES AVAILABLE
OPTIONS & PAYMENT
TRANSPORT
ENABLING ACCESS
Behavioural Change
Technological advancements

7. Streamlined
(de+re) -
Regulation
Open
competition,
smart
incentives
Multiple
business
models,
integration,
tools to react
Public sector role