Implementing Mobility as a Service Challenges in Integrating User, Commercial, and Societal Perspectives

This paper presents insights from a six-month field operational test (FOT) in Gothenburg, Sweden, during which 195 participants tested the UbiGo mobility service for everyday travel. The service integrated both public and private solutions into a new type of collective transport and thereby contributed to Swedish societal goals of a reduction of private car use and ownership. A triangulation approach to data sources and collection methods was adopted to identify matches and mismatches between the expectations and experiences of three stakeholder groups: users (FOT participants customers), commercial actors (mobility broker and service providers), and society. Identified matches included the concept of a transportation smorgasbord, reduced private car ownership, and increased pretrip planning. Identified mismatches related to the greater than expected reduction in car use, the respective business models of the mobility broker and service providers, back-office administration, and the smartphone platform. Gaps included the infeasibility of some trips and the need for more carsharing sites. The FOT was successful, with 93% of participants satisfied with their travel and 97% wanting to continue using UbiGo. However, before a commercially viable mobility service can be created, the mismatches and gaps need to be resolved or at least deliberated. The conclusion is that to create integrated solutions, truly collective transport must involve close cooperation between public and private actors and the consideration of at least the three, sometimes conflicting, stakeholder perspectives. Furthermore, new business models are needed to address the challenges associated with future integrated urban mobility solutions.