Potential Customers of MaaS: A Swedish Baseline
Paper in proceedings, 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.

mobility as a service




Jana Sochor

Chalmers, Industrial and Materials Science, Design and Human Factors

Rasmus Sundqvist

Intermetra Business & Market Research Group

Anders Lindahl

Intermetra Business & Market Research Group

25th World Congress on Intelligent Transportation Systems (Copenhagen, September 17-21, 2018)

25th World Congress on Intelligent Transportation Systems
Copenhagen, Denmark,

Driving Forces

Sustainable development

Areas of Advance


Subject Categories

Transport Systems and Logistics

Other Social Sciences not elsewhere specified

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