Electric Vehicles Ready for Breakthrough in MaaS? Consumer Adoption of E-Car Sharing and E-Scooter Sharing as a Part of Mobility-as-a-Service (MaaS)
Mobility as a Service (MaaS) is term for a subscription mobility service which aims to reduce or eliminate people’s need for private cars in urban contexts. Users subscribe to a MaaS bundle on an on-going basis. In turn they are offer use of a variety of mobility services such as public transit, bike sharing, and car sharing services at a highly discounted rate. To date, European cities, especially those in Sweden and Finland, have been the primary deployers of MaaS systems.
To better understand what consumers want from MaaS, a research team based in Austria conducted a consumer preference survey focused on MaaS.
The team conducted a web based survey of residents living in Klagenfurt, Austria, where a MaaS system was being implemented. The team then conducted a Willingness-to-Pay (WTP) analysis using this data to understand what aspects of a potential MaaS offering residents would value the most.
From this research the team found that price had the greatest effect on WTP for a MaaS bundle, but this varied based on consumer attributes. Thus, MaaS service providers should seek to offer price differentiated bundles to encourage MaaS adoption.
Aside from price the specific modes offered by the MaaS bundle had the second greatest effect on WTP. Car sharing was the most preferred option to offer in a MaaS bundle. This suggest service providers should include car sharing in most MaaS packages.