Measure twice, cut once: Lessons learned from Sweden's Mobility as a Service pilot.

The interviewees provided a range of insights, including recommendations for future deployments to avoid the pitfalls that Mobilitestorget encountered.

• Go beyond offering technical services. The researchers concluded that "mere access to data" is insufficient for triggering innovation, and deployers of MaaS should focus on process facilitation activities such as contract management and collaboration support.
• Have clear, declared objectives. Objectives should be reflected in all of a deployer's activities. A high level of transparency regarding objectives can also foster trust and understanding between stakeholders.
• Be impartial and capable actors. Impartiality is a necessary trait to balance the varying needs and expectations of stakeholders, especially over the long term. MaaS integrators have better odds of developing a viable model if its management has a large action space, existing relationships to service providers, and access to sufficient funding.
• Carefully consider launch strategies. Depending on a deployer's underlying objectives, available funds, and existing relations, different strategies to launch and sustain a new MaaS program may vary. It is important to anchor decisions with key customers and to incrementally develop functionality rather than opting for a large launch.
• Only introduce a deployment if basic incentives are in place for operators and providers to use the service. At its most fundamental, this includes establishing whether there is a market for MaaS among citizens, whether service providers are open to partnerships, and whether they think that the MaaS system can benefit them.