Understanding Mobility as a Service (MaaS)

Professor David Hensher is the Founding Director of the Institute of Transport and Logistics Studies (ITLS) at The University of Sydney. David is a Fellow of the Australian Academy of Social Sciences, Recipient of the 2009 International Association of Travel Behaviour Research (IATBR) Lifetime Achievement Award in recognition for his long-standing and exceptional contribution to IATBR as well as to the wider travel behaviour community; Recipient of the 2006 Engineers Australia Transport Medal for lifelong contribution to transportation, recipient of the Smart 2013 Premier Award for Excellence in Supply Chain Management, the 2014 Institute of Transportation Engineers (Australia and New Zealand) Transport Profession Award, and the 2016 Award for Outstanding Research as part of the inaugural University of Sydney Vice-Chancellor’s Awards for Excellence. David is also the recipient of the 2019 John Shaw Medal which honours an industry champion who has made a lasting contribution to Australia's roads. In 2018 David was selected as one of 25 academics at the University of Sydney who have made a significant impact through engaging with industry and government. He has published over 650 papers in leading international transport and economics journals as well as 16 books. He has over 54,000 citations of his contributions in Google scholar and a Scopus H-index of 65. Professor Emerita Corinne Mulley was the inaugural Chair of Public Transport at the Institute of Transport and Logistics Studies at The University of Sydney. Corinne is a transport economist, active in transport research at the interface of transport policy and economics, concentrating on specific issues relating to public transport. She has provided both practical and strategic advice to local and national governments on transport evaluation, including economic impact analysis, benchmarking, rural transport issues, public transport management and on Mobility as a Service (MaaS). Professor Mulley's research is motivated by a need to provide evidence for policy initiatives and, whilst in Sydney, created links with the federal government, for example serving as an expert on the Public Transport Committee, the National Infrastructure Audit for Infrastructure Australia and the Long Term Master Plan for the NSW state government. Corinne continues to be engaged in research looking widely at BRT issues, value capture, regional transport flexible transport services with Transport for NSW, studies understanding travel behaviour and studies involving Mobility as a Service (MaaS) in different contexts. Chinh Ho is Senior Lecturer in Applied Spatial Data Analytics in the Institute of Transport and Logistics Studies (ITLS) at University of Sydney. He has a research track record with 28 journal articles, five book chapters and 12 fully refereed conference papers (three winning the best paper award) in the areas of logistics and transport, statistical modelling and big data. Acting as a member of scientific and technical committee, Chinh has provided strategic and operational advice on urban and regional planning, including economic analysis of transport infrastructure projects in Vietnam, urban mobility for developing world, and public transport and demand modelling issues in Australia. His research interests cover four main areas: (1) integrated land use and transport planning (ILUT), (2) spatial analysis of big data, (3) emerging transport technologies such as mobility as a service (MaaS) and driverless vehicles, (4) modelling group decisions. Yale Wong is Doctoral Candidate and Research Analyst at the Institute of Transport and Logistics Studies (ITLS) at The University of Sydney Business School. Yale’s research focus encompasses three core facets in future mobility, transport contracts and bus operations. A major area of work for Yale is to market test the mobility as a service (MaaS) proposition with the aim to understand what the community demands and businesses are willing to provide. As part of this, Yale won the David Willis prize (2018) for pioneering work using stated choice methods to identify the structure of broker/aggregator mobility contracts. In addition, Yale undertakes a range of advisory and consultancy work with clients ranging from bus operators to industry bodies, vehicle suppliers and local government. Having previously worked in bus operations with experience in network planning and service development, Yale continues to be called upon regularly by the bus industry in his now strategic capacity looking to the future of the bus industry in an era of disruption and change. Göran Smith is a regional developer at Region Västra Götaland (Sweden) and industrial Ph.D. candidate at Chalmers University of Technology. Additionally, he holds a position as honorary research associate at the Institute of Transport and Logistics Studies at University of Sydney. In his doctoral project, which is tied to K2 – the Swedish Knowledge Centre for Public Transport, he studies the development and diffusion of Mobility as a Service (MaaS) in the Nordic countries. The main objectives are to create better understanding of disruptive and collaborative innovation processes, and of how the public sector can govern such processes so that they bring value to involved actors as well as to society. Beyond theoretical contributions, Göran's research will create a basis for long-term strategic decisions regarding Region Västra Götaland's future roles in MaaS. John Nelson is Chair in Public Transport at the Institute of Transport and Logistics Studies (ITLS), University of Sydney which he joined in 2019 from the University of Aberdeen where he was Sixth Century Chair in Transport Studies and Director of the Centre for Transport Research. Before moving to Aberdeen in 2007 he was Professor of Public Transport Systems at Newcastle University, UK. John is particularly interested in the application and evaluation of new technologies to improve transport systems (with a particular focus on public transport and shared transport solutions) as well as the policy frameworks and regulatory regimes necessary to achieve sustainable mobility. He is Series Editor for Routledge’s Transport and Mobility and Transport and Society book series and recently edited a special issue on the future of public transport for Research in Transportation Business and Management.

"This book is an important contribution to the growing interest in MaaS and provides a thoroughly researched reference source. The book is an enjoyable read and should be on the bookshelves of all professionals interested in getting an up to date briefing of the MaaS journey to date. The authors have really gone through the materials existing to date and point out level of understanding we have at the moment. In particular the chapter 2.5 in which modal efficiency and the rationale for integration is discussed is an important contribution to knowledge. I commend the authors for this stimulating book." --Sampo Hietanen, Founder CEO - MaaS Global"This book is an important contribution to the growing interest in Mobility-as-a-Service (MaaS). It should be an important reference for academics as well as practitioners in clarifying the concept as well as providing an up to date summary of research on MaaS. Even though all chapters are important contributions, I found the chapter on institutional barriers and governance particularly interesting to read in that it not only describes the challenges associated with but proposes strategies by which the development and diffusion of MaaS could be addressed. I commend the authors for an interesting and stimulating book." --I.C. MariAnne Karlsson, Professor and Head of Division of Design & Human Factors, Department of Industrial and Materials Science - Chalmers University of Technology"This book is a critical examination of MaaS globally and shows a coherent depth of research that we have not seen to date. It will become the definitive source for MaaS and its honesty and analysis means that it will be a benchmark for the state of MaaS. The chapter on pilot programs for MaaS provides a holistic review of global initiatives that draws on some of the successes and limited wins for MaaS and shows why MaaS has started to work and in some instances why it hasn't succeeded as well as planned, but this feeds directly into the next chapter that then asks the critical question for businesses and cities alike 'What is the potential for MaaS'. I recommend that this book becomes essential reading and reference for all mobility professionals." --Andy Taylor, Strategy Director - Cubic Transportation Systems, Inc.

• 1. Overview of book 2. What is MaaS and how it fits into the transport landscape 3. Global debate and experience with MaaS 4. MaaS trials – what have we learnt? 5. What do we know about market interest and potential uptake 6. How might MaaS be best introduced to the market? 7. Institutional Barriers and Governance 8. MaaS and issues impacting the broader transport and societal goals 9. Future Challenges