from concept to delivery: learning from experience arby.pdf · •maas pioneer •based on a true...

Photo: Sheraton, Stockholm

Hans Arby Founder Ubigo

From concept to delivery:

Learning from experience

• MaaS pioneer

• Based on a true story – the Gothenburg pilot

• Re-launch in Stockholm April 1st…

• MaaS level 3 – flexible subscriptions

• Partnership with Fluidtime

• H2020: CiViTAS Eccentric & IMOVE

Gartner Hype Cycle, 2017

Source: Gartner

B

C

D

E A

Source: Dave Algoso

COMBINED MOBILITY AS A SERVICE IN SWEDEN

2019 2023 2028

Tickets & business

Legislation & Policy

Pilots & implementations

Impacts & consequences

Establishment Change Lay the foundation

Shared mobility is the norm

Mobility as a benefit is the norm

Legislation is adapted to …

• Open data, open tickets, new tickets – starting with 3 major PTA mid/end 2018

• Göteborg/Västtrafik as Living Lab in IMOVE – want’s to see ”all” kinds of MaaS

• MaaS as a company benefit & MaaS a part of the rent …….

• No national integration platform

7

***

In partnership with:

There are just three challenges running a MaaS-service:

• Getting customers on-board

• Getting transport services providers on-board

• Making money

MaaS topology

No integration: Single, separate services

Integration of service offer Bundling/subscription - responsibility

Integration of payment: Single trip - find, book and pay

Integration of information: Multimodal travelplaner, price info

Integration of societal goals Governance & PP-cooperation

(Sochor, Arby, Sarasini, Karlsson, Holmberg)

Sustainable MaaS?

• Who runs MaaS

• Service design

• Governance + T&C

Source: Magda Collado

MaaS accordning to who?

[Macromyopia]

Our tendency to overestimate the effects of new technology in the short run and to underestimate it in the long run.

Paul Saffo, Institute for the Future

3.0

Image: CBS

Thank you! www.ubigo.me