Potential Customers of MaaS: A Swedish Baseline

Other conference contribution, 2018

Mobility as a Service (MaaS) is an emerging innovation that offers a new perspective on organising transport. Via offering mobility services via a single, seamless service, it is anticipated that MaaS will be able to compete with private car ownership and shift travel behaviours towards more sustainable transport modes. However, for MaaS to succeed in shifting behaviour, it needs to attract and retain customers, although the who and how of this remain unclear. This study investigates the Swedish public’s perspectives on MaaS, including what makes MaaS attractive, motives for testing MaaS, and perceived added values of MaaS. Based on questionnaire and interview data, the analysis presented in this paper defines two target groups of potential customers and four principles of how to increase MaaS’ attractiveness – personal, ease of use, reliable, and low thresholds. It concludes with a discussion of how to attract and retain customers.