Mobility as a Service is an intriguing concept. By definition MaaS enables end users to plan, book, and pay for multiple types of mobility services. How the end user benefits from the concept is easily imagined, and the likely impacts of a possible high adoption rate are compelling. Efficient travel, raised public transportation passenger numbers, more riders for shared and sustainable modes of travel.. Desirable outcomes, right? We all know the goal and hold it in high regard. The success of MaaS can even be seen as something that will have a profound impact on all our lives, whether we live in urban or rural areas, in developed or developing countries – there are vast possibilities in MaaS.
The end user’s satisfaction is key in having MaaS succeed. It’s imperative to have a service that’s easy and desirable to use and brings added value compared to what’s already available. No service can thrive without the end user’s explicit willingness to change an everyday habit, and that happens only when the new habit brings more perceived value in one way or the other.
As service design for an end user product is a somewhat clear art form it might now be time for MaaS enablers to start refining the design of the MaaS core service for their clients – the enabler being for instance a MaaS platform provider and the client being a service provider, for example a MaaS Operator. The basic principles of service design do not necessarily have to change whether we are designing for end users or a service provider. The important cornerstones when designing a service are very similar – understanding market needs,having a new perspective on the market’s future, more efficient use of available resources for higher added value and perhaps most importantly, making the inevitable changes in culture and rooted habits as painless as possible. All of these are highly important, no matter if we are designing for an end user or an organization. Just like with the end user in mind, adding value and/or replacing a habit with something better is absolutely essential when designing for a service provider.
As a business, mobility is of course based on the need to get around in a given environment. The market is highly fragmented, and as environments and needs vary it’s not far off to say there’s as many different perceptions of a well-organized mobility offering as there are entities organizing mobility. It’s also worth noting that different organizations vary in a multitude of ways which makes designing a uniform mobility service for all a huge challenge. Organizations vary in their offering and the service level they are expected to provide, the extensiveness of their APIs, et cetera. In general there’s an infinite number of ways to handle data needed for successful MaaS implementation etc – even the understanding of the concept of MaaS, the goal itself, can vary a lot between different different clients.
However, the important fundamentals of service design stay the same, and the MaaS enabler has a bigger likelihood to succeed if these fundamentals are put into practice.
Kyyti has put a lot of effort into unifying the MaaS adoption process and creating a clear and agile customer journey for an organization willing to transition towards MaaS. In Kyyti’s MaaS platform, the aforementioned fundamentals of service design are held in high regard, making the platform highly scalable and minimizing barriers for MaaS adoption on a global scale. MaaS is a fairly new concept, but as the already implemented services show, there is already successful, fully scalable MaaS implementation happening using a sleek service design with the MaaS platform provider (the enabler) connecting the supporters (communities, political sectors) and the actors themselves (MaaS operators and transport providers).
The common goal with all this is that through thoroughly thought out and a ready made MaaS solution, the MaaS adoption process can be painless despite the obvious challenges. With a meticulously designed service offering, MaaS can also bring added value to the client already within a short timeframe, and most importantly, the change towards MaaS can be seen as a desirable development rather than a nuisance.
In a nutshell,
Key to succeeding in MaaS is having MaaS made easy.