Mobility as a Service
This keynote session is from the MaaS Scotland Conference. It was an online session hosted by Ally Mclnroy, Chief Executive at Technology Scotland, the home of the MaaS Scotland Network.
In this session there were three Keynote speakers:
- Michael Matheson, Cabinet Secretary For Transport and Infrastructure.
- Claus Rehfeld MoshØj, CEO, Rejsekort and Rejseplan A/S.
- Kevin Orr, CEO and Co-Founder, Liftango.
First, let’s talk about what is MaaS?
MaaS is an acronym which stands for Mobility As A Service. It is the integration of various forms of transport services into a single mobility service accessible on demand. In other words, it’s a movement towards mobility solutions that combine public and private transportation by offering various transportation modes such as taxis, scooters, cars, trains, etc.
MaaS delivers ideal routing in real-time. When a request goes in route scheduling software delivers the optimal transportation method and directions right away.
To understand this, let’s go back to the ’90s. We had loads of videotapes and DVDs. But today in this modern age no one has those tapes or DVDs, because now we have Netflix now and other apps where we can watch movies or videos on demand.
Let’s draw another example. Suppose you have a car and you use it only for special occasions or for work only.
Now there are ride-sharing apps where you can rent out your car and earn extra money. This is called MaaS. But don’t get it wrong, MaaS is not an app. MaaS is really a framework for a choice that enables mobility. It gives holistic, optimal, and people-centered travel options to enable end to end journeys paid for by the user as a single charge and which aims to achieve key public policy objectives.
Why is MaaS a growing movement?
According to the UN, another 2.5 billion people could be added to urbanized cities by 2050, increasing the proportion of urban areas in the population to 68 percent. This severe city congestion will inhibit mobility adding to the already high rate of automobile accidents.
Additionally, MaaS empowers people to move away from personally owned vehicles which accrue costs while going underutilized and moved towards mobility solutions on an on-demand basis. Finding a transportation solution for a constantly changing society while maintaining personal convenience is no easy feat but we can overcome future challenges with the right collaboration, communication, and creativity.
MaaS Scotland is the focal point for MaaS activities in Scotland. It was formed in 2017 and over 75 public and private sector organizations from across the MaaS supply chain, it is now the largest network of its kind in the world.
MaaS Scotland has key goals of:
- Build a network of organizations.
- Facilitate Projects.
- Work with key stakeholders
Combining these three, MaaS Scotland can establish Scotland in a leadership position for MaaS developments and innovation test beds.
Michael Matheson: 6:30 – 18:45
On the 26th of May, Transport Transition Plan was launched outlining the actions that we will take to support the transition through and out of the Covid-19 crisis. This plan consisted of four key areas
- Keeping public transport safe.
- Assessing demand for travel and making decisions.
- Adapting our transport system.
- Looking at the emerging issues from stakeholders.
He advised us to focus on green recovery and to continue to work with delivery partners locally, regionally, and nationally to deliver a transport system fit for the 21st century and beyond.
Claus Rehfeld MoshØj: 20:10 – 40:45
Claus shares analysis and insights from their nation service. The Danish Travel Card, similar in concept to the Oyster card, which is accompanied by a travel planner service and a service infrastructure, encompassing a pricing engine, product schemes, revenue sharing, schedules and real-time data.
The service has 2.1 million unique customers which mean they have all Identified themselves with the code in Denmark. To take public transportation one needs this specific identification in Denmark.
They have 3.1 million cards so they are the second-largest payment card in Denmark, and Rejseplanen is the seventh most used app in the country. It’s where people go to find information about public transport. Apple and Google use their free data service in order to get their services out there.
Travel Planner was started in 1998 and Travel Card was started in 2003. In 2019, these two merged and a law was passed saying this merged one needs to provide digital mobility service.
They have set out to address three main pain points for customers:
- Where and how to buy tickets?
- Do I have the right ticket?
- The interchange!
In this sector, infrastructure costs and complexity are really high. It’s extremely important to look at standardized and open systems. Closed vendor solutions are of the past and should be avoided. We need to learn from the IT Sector about open standards and the integration it enables.
Difficult challenges include the elderly and low-income groups who are key users of public transport. Google and banks don’t care about these two groups but someone has to, but they typically don’t use apps.
In observation, the market is changing fast both in terms of mobility and payment technologies, so building a future mobility solution you can not foresee is difficult and the approach directly impacts your organizational design and the competencies required.
Kevin Orr: 42:15 – 1:07:25
From 42:15 Kevin kicks off explaining their experiences of working with a DRT project in New South Wales.
Transport faces a number of challenges that he sets out to address, all stemming from the efficiency challenges of servicing a diverse population, such as empty buses serving low demand areas, poor technology and inequitable services.
Liftango provides an Uber-like platform for enabling an On Demand Bus Service, including a booking and payment app, communications between driver and passengers and real-time traffic reporting.
Kevin explores how this capability can help reverse the decline of public buses and achieve the most optimized model for service coverage, and talks through a case study of Australia’s DRT journey.
0:00- 1:44 – Introduction
1:45- 2:22 – Advertisement
2:23- 2:56 – About Us
2:57- 3:14 – Our Goals
5:58- 6:00 – Get in touch contacts
6:33- 18:45 – Pre recorded speech of Michael Matheson
20:12-40:44 – Claus Rehfeld MoshØj
1:08:06-1:09:10- Valedictory speech