UbiGo was a public 6-month trial of a Mobility-as-a-Service (MaaS) model, undertaken by project Go:smart, in the city of Gothenburg, Sweden. The project was developed as an attempt to create better conditions for sustainable travel by demonstrating how new business models and partnerships can reduce the need for private car ownership in favor of seamlessness, multimodality, and use of information technology. The UbiGo model achieved this through a web-based smartphone application that combines public transport, car sharing, rental car service, taxi and bike-sharing services all into one application and all on one service. The application provided 24/7 technical support, an "improved" travel guarantee and even bonuses for sustainable travel choices.
MaaS is more than multimodality or overlaying an application on existing services. MaaS and MaaS developers should:
- Focus on the 'service' aspect of MaaS. MaaS can demonstrably change thought processes and behaviors but its success is not independent of the service attributes.
- Understand consumer needs and requirements and create a low risk trial environment.
- Include quality service design that addresses both mobility/accessibility and the opportunity for behavioral change.
- Capitalize on collaborative synergies (public and private) so as to better capture the advantages of each. Collaboration is vital, but requires dedicated effort to understand each other and find common ground.