Mobility as a service (MaaS): A thematic map of challenges and opportunities

Mobility-as-a-Service (MaaS) has many advocators suggesting that it could evolve to the cornerstone of a new mobility paradigm since, in theory, it can tackle many of society's grand challenges referring to environmental degradation, increased traffic congestion and reduced accessibility. However, little evidence exists to confirm that this is achievable; in reality, a consensus is yet to be reached even in terms of what exactly classifies as MaaS and what the MaaS priorities should be. Few cities have piloted digital interface-based schemes integrating, in a holistic way, public, active, and shared use mobility services, and have measurable results about their impacts; thus, there may be a significant gap between MaaS' actuality and potential, and a need to elaborate on this dichotomy. This study is a critical narrative review of the literature that contextualises the key dimensions of MaaS and then identifies, categorises, and discusses its possible implications. These are presented in 11 diverse thematic areas mapping out the opportunities and challenges of MaaS that may possibly underpin its business establishment, functional management, user adoption and long-term sustainability.