from concept to delivery: learning from experience arby.pdf · •maas pioneer •based on a true...
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Photo: Sheraton, Stockholm
Hans Arby Founder Ubigo
From concept to delivery:
Learning from experience
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• 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
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Gartner Hype Cycle, 2017
Source: Gartner
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B
C
D
E A
Source: Dave Algoso
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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 …
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• 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
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7
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In partnership with:
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There are just three challenges running a MaaS-service:
• Getting customers on-board
• Getting transport services providers on-board
• Making money
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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
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Source: Magda Collado
MaaS accordning to who?
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[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
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3.0
Image: CBS
Thank you! www.ubigo.me