I.C. MariAnne Karlsson

Implementing mobility as a service: challenges in integrating user, commercial, and societal perspectives

This paper presents insights from a six-month field operational test (FOT) in Gothenburg, Sweden, during which 195 participants tested the UbiGo mobility service for everyday travel. The service integrated both public and private solutions into a new type of collective transport and thereby contributed to Swedish societal goals of a reduction of private car use and ownership. A triangulation approach to data sources and collection methods was adopted to identify matches and mismatches between the expectations and experiences of three stakeholder groups: users (FOT participants–customers), commercial actors (mobility broker and service providers), and society. Identified matches included the concept of a transportation smorgasbord, reduced private car ownership, and increased pretrip planning. Identified mismatches related to the greater than expected reduction in car use, the respective business models of the mobility broker and service providers, back-office administration, and the smartphone platform. Gaps included the infeasibility of some trips and the need for more carsharing sites. The FOT was successful, with 93% of participants satisfied with their travel and 97% wanting to continue using UbiGo. However, before a commercially viable mobility service can be created, the mismatches and gaps need to be resolved or at least deliberated. The conclusion is that to create integrated solutions, truly collective transport must involve close cooperation between public and private actors and the consideration of at least the three, sometimes conflicting, stakeholder perspectives. Furthermore, new business models are needed to address the challenges associated with future integrated urban mobility solutions.

Trying Out Mobility as a Service: Experiences from a Field Trial and Implications for Understanding Demand

The concept of mobility as a service (MaaS) has been proposed as a feasible way to achieve more sustainable transport. One example of such a service is UbiGo, a broker service for everyday urban travel developed and evaluated within the Go:Smart project in Gothenburg, Sweden. This paper presents evidence of travel behavior and related changes from a 6-month field operational test (FOT), during which 195 participants tested the new service. On the basis of the responses to participant questionnaires and interviews and the information recorded in travel diaries, change-enabling service attributes were identified. Such attributes included the transportation smorgasbord concept, simplicity, improved access and flexibility, and economy. Although not a service attribute per se, the FOT also enabled the new behaviors to be evaluated in a trial and a reevaluation of convenience. The broader implications of the findings of the FOT to obtain an understanding of travelers’ new choices and behaviors for the future design of MaaS are discussed. Service design and demand are not independent of each other, and if a mobility service is to change behavior (i.e., achieve an impact) as well as create added value, these goals need to drive design decisions and the deliberate, conscious development of service dimensions, such as customization, bundling, and the range of the offer. On the basis of the experiences gained, the authors emphasize the need for a more holistic and flexible perspective on mobility (and the design perspective on mobility services) that is focused on serving users’ needs and that involves capitalizing on synergies between public and private actors to develop the MaaS offer and better meet the urban mobility challenge ahead.

The Added Value of a New, Innovative Travel Service: Insights from the UbiGo Field Operational Test in Gothenburg, Sweden

The aim of this chapter is to introduce the UbiGo transport broker service developed in Gothenburg, Sweden, and to discuss insights from the six-month field operational test regarding incentives for users adopting new travel services as well as perceived added value. Results are presented from participant questionnaires, interviews, and travel diaries. Findings suggest that potential early users are initially incentivized by curiosity, but that this must be transformed into practical incentives such as convenience and economic advantage if the users are to continue using the service. Customers also found added value in the “transportation smorgasbord” concept, 24-hour customer support, new types of subscriptions and tickets, and having everything in their smartphone, but wished for more personalized decision support and feedback. Concern for the environment functioned more as a bonus than as an incentive, meaning that the environmentally friendly choice must also be the practical choice in order to promote sustainability.

Public–private innovation: barriers in the case of mobility as a service in West Sweden

ABSTRACT Departing from open innovation (OI), this case study explores the development of Mobility as a Service (MaaS) in West Sweden. An analysis of 19 interviews reveals how representatives from involved actors perceive internal and external barriers as hampering the regional public transport authority’s attempts to collaborate with private actors, and that the perception of barriers is incongruent across public and private actors. Transferability to other cases of public–private OI is discussed, and implications for public actors are proposed. The paper expands the knowledge of preconditions for MaaS’ development and of the unique conditions for OI in public–private settings.

Governing Mobility-as-a-Service: Insights from Sweden and Finland

Based on a review of recent developments in Sweden and Finland, this chapter analyzes the roles of public organizations in the governance of a transition to Mobility-as-a-Service (MaaS). In particular, we draw on insights from transition frameworks to explore what these two pioneering cases can teach us about how the public sector can both enable the development of MaaS and steer the development trajectory toward diffusion of MaaS offerings that contribute to transport policy goals. We propose three main points. Firstly, public sector organizations at national, regional, and local levels have key roles to play in potential transitions to MaaS, regardless of their intended operative roles in the emerging MaaS ecosystem. Secondly, a central task for public sector organizations is to align operational and tactical MaaS governance activities with both an overarching MaaS strategy and with other relevant strategies, such as transport infrastructures investments, programs for economic and industrial growth, city plans, and parking norms. Thirdly, new models and tools for public–private collaboration are needed in order to effectively govern the development and diffusion of sustainable MaaS.

End-users' Acceptance and Use of Adaptive Cruise Control Systems

An online survey was distributed to end-users of adaptive cruise control (ACC). In total 90 drivers answered the questionnaire, which covered e.g. ACC usage and how such use affects driver behaviour. According the responses: the ACC is used primarily on roads with higher speed limits; the end-users trust the system even though it has some functional limitations; they have a very positive attitude towards the system; and positive effects on comfort and safety are observed including reduced inclination to overtake and increased compliance with speed regulations.

Designing Multi-modal Interaction – A Basic Operations Approach

A basic operations approach to designing multimodal user interfaces has been explored in two experimental studies. By basic operations is here meant the most fundamental operations that make up a(ny) interaction task. Study A investigated if certain basic operations have a preferred modal counterpart and execution and Study B what happens when several basic operations are combined into tasks. The results suggest interdependencies between basic operations and specific modalities but also indicate that users may prefer unimodal interaction or to choose modality as desired. Hence, further studies are needed to assess the feasibility of a basic operations approach to multimodal interaction design.