In recent years, Mobility as a Service (MaaS) has increasingly emerged as an innovative solution to integrate various transport services into one accessible platform.
By bringing together different forms of mobility, such as public transport, shared cars, bicycles and scooters, within one application, MaaS aims to increase the ease of use for travellers. Despite the promising developments, many initiatives encounter challenges, ranging from financial obstacles to user acceptance.
MaaS in Europe
Several Western European cities have experimented with MaaS solutions in recent years. Finland was one of the pioneers with the Whim app, launched in Helsinki in 2016. Within a year, 1,8 million rides were booked via the app, underlining the potential of MaaS. In Germany, Deutsche Bahn developed the Qixxit app as a national travel planner, but in 2019 it was taken over by lastminute.com, which made the initiative disappear in its original form. Belgium took an important step in September 2023 with the introduction of the Floya app in Brussels, which allows users to combine different mobility services in one platform. The Netherlands also experimented with MaaS, with seven pilot projects spread across the country in 2019.
Despite the many pilots and the interest from governments and companies, it appears difficult to successfully roll out MaaS services on a large scale. One of the biggest stumbling blocks is the financial viability. Bringing together different transport providers within one platform leads to complex pricing structures and low margins, which makes it difficult for many MaaS start-ups to operate profitably. The lack of a sound revenue model has already ruined several initiatives.
For wider adoption, it is essential that MaaS platforms offer users a smoother, more cost-effective, and more reliable experience that is at least as convenient and attractive as using private transportation.
User acceptance is also a challenge. Convincing people to exchange private transport for shared mobility services proves difficult in practice. Especially in areas where public transport is less well developed, people continue to stick to their own car. MaaS apps can be as advanced as they want, but without a change in user behaviour it remains difficult to reach a wide audience.
barriers to success
Mobility as a Service (MaaS) has been presented for years as the future of mobility. The idea is simple: an integrated platform that allows users to easily combine and pay for different modes of transport such as public transport, shared cars, scooters and bicycles. In theory, it sounds like an ideal solution for busy cities and a sustainable future. However, the mass adoption of users has not yet taken place. Despite the promised benefits of convenience and flexibility, several factors appear to pose a barrier to large-scale acceptance.
The main reason why MaaS is not being embraced en masse is simple: people stick to habits. Car ownership is still a symbol of freedom and independence. The transition to a system where users are dependent on multiple carriers, varying availability and digital platforms requires a major change in behavior. “The car is at the door, I know what I have and I don’t have to think about availability or costs per trip”, is a common reasoning. This convenience is hard to surpass with a MaaS solution that is still in development.
multiple apps
Another stumbling block is the integration of MaaS platforms. Although the concept promises to bring together different transport services, practice has proven to be stubborn. Users often still have to install multiple apps or create separate accounts for specific transporters. This leads to frustration and causes many potential users to drop out. “It really has to work seamlessly, otherwise it’s just too much hassle,” says a user of a MaaS app. So far, providers have not been able to sufficiently remove this barrier.
The pricing structure of MaaS is also a problem. In many cases it is not clear whether the costs are actually cheaper than a private car or a standard public transport subscription. The combination of subscription costs, individual fares and different tariff models makes it difficult for users to get a good idea of what they are spending. “Sometimes you pay for flexibility, but then it ends up being more expensive than just having your own car,” says a critical user. This certainly leads to reluctance when prices are not transparent or predictable.
The reliability and availability of the services also play a major role. Shared mobility has challenges such as a shortage of vehicles at peak times, poorly maintained bicycles or scooters and unpredictable waiting times for public transport. One negative experience can cause a user to drop out and fall back on their own means of transport. “If I am not sure in the morning whether a shared bike is available, I would rather just take my own car,” says one commuter.
privacy
In addition, there is distrust around privacy and data security. MaaS platforms collect and process large amounts of personal data, such as travel preferences, location data and payment information. Users are concerned about how this data is used and with whom it is shared. With increasingly strict privacy regulations and a growing awareness of data security, this can be a serious barrier to MaaS adoption.
Not everyone feels comfortable with the technological side of MaaS. Although young, digitally skilled users have little trouble with it, the threshold for older or less technically skilled users can be considerable. A complex system with multiple apps, login procedures and payment methods can deter them.
difficult acceptance
Cultural factors also play a role in the difficult acceptance of MaaS. In many countries, including the Netherlands, car ownership is seen as a status symbol and a sign of success. The idea of trading that car for a shared means of transport clashes with deeply ingrained habits. In cities such as Amsterdam and Utrecht, where parking pressure and environmental policy force people to consider alternatives, willingness is greater. But in other parts of the country, where the car is still the fastest and most reliable option, resistance remains high.
Finally, regulatory and policy differences pose a major challenge for MaaS. The mobility sector is fragmented, with different laws, municipal regulations and national strategies. This hinders the smooth rollout of MaaS services, meaning that users in some cities have access to certain services but not in others. This lack of consistency undermines trust and prevents users from making the switch quickly.
For MaaS to truly succeed, these obstacles need to be overcome. Users expect a service that is at least as reliable, affordable and easy as their current transportation options. Only when the integration works completely seamlessly, the pricing structure is attractive and reliability is guaranteed, can MaaS develop into a full-fledged alternative to car ownership. Until then, it remains a promising, but not yet fully convincing innovation.
