Mobility as a Service Market Trends

Navigating the Mobility as a Service Market Landscape

As we enter 2024, the MaaS market is undergoing a major transformation, driven by a combination of macro-factors. Technological developments, especially in the area of mobility applications and data analytics, are reshaping how consumers access and use mobility services. Regulations, aimed at reducing CO2 emissions and improving urban mobility, are pushing the industry to develop new offerings. The changing mobility habits of consumers, who increasingly prefer on-demand, seamless mobility solutions, are forcing both established and new players to rethink their strategies. These trends are strategic for all players. To seize the opportunities, they need to understand evolving consumer needs and regulatory frameworks.

Top Trends

1. Integration of Multi-Modal Transport
   Multi-modal transport solutions are increasingly being adopted by cities, combining buses, trains and car-sharing services. For example, DB has joined forces with local transport companies to create a unified experience. This has reportedly led to a 20 per cent increase in public transport in city areas. Reduced congestion and greater efficiency are the operational benefits. In the future, public and private transport companies may work even more closely together to improve the customer experience.
2. Rise of Electric and Autonomous Vehicles
   The shift to electric and driverless vehicles is changing the MaaS landscape. In the US, for example, ride-hailing companies such as Uber and Lyft are investing heavily in electric vehicles. By 2030, Uber wants to have a fully electric fleet. It is estimated that this shift will significantly reduce carbon emissions. Some estimates put the reduction in urban areas at 30 per cent. The practical impact is lower running costs and increased support from regulators. There are also long-term benefits in terms of improved safety and efficiency in urban transport.
3. Data-Driven Decision Making
   The use of big data for the improvement of mobility services is becoming increasingly important. Companies such as Moovit use real-time data to improve the route planning and thus the customer experience. According to studies, up to a quarter of the operating efficiency can be increased by data-driven approaches. This development leads to more individual service and better use of resources. Artificial intelligence and its predictions are expected to make the service even more efficient in the future.
4. Government Incentives for Sustainable Mobility
   Governments everywhere are incentivizing sustainable mobility solutions. For example, several European countries are subsidizing the purchase of electric vehicles and the installation of charging stations. These measures have resulted in a 15 per cent increase in the number of electric vehicles in the city. This has had a positive impact on the business community in the form of increased investment in sustainable technology. Future developments may well see the introduction of stricter regulations for the use of fossil fuels, thereby speeding up the transition to greener mobility.
5. Enhanced User Experience through Apps
   A mobile application is at the centre of the MaaS experience, providing the traveller with real-time information and the ability to make reservations. GrabTaxi and MaaS Global are the front-runners in developing such applications and are enhancing the user experience. With improved functionality, the level of satisfaction with the applications has risen by about 30 per cent. In terms of the service provider, this has resulted in a streamlined service and greater customer loyalty. In the future, the applications could be developed to take advantage of artificial intelligence to provide a more personalised service.
6. Partnerships and Collaborations
   Strategic alliances between mobility service companies are becoming more commonplace, enabling them to enhance their offerings. Daimler, for example, has entered into a number of cooperative ventures with various ride-hailing platforms. In the metropolitan areas, these alliances have led to a forty per cent increase in the availability of mobility services. The business advantages include shared resources and lower operating costs. Future trends are likely to see even more cross-industry collaboration between companies from the digital and transport industries.
7. Focus on Last-Mile Connectivity
   In recent years, the last-mile problem has come to the fore as an important aspect of urban transport. Solution providers such as Bridj and Communauto are working on ways to close the gap between public transport and the final destination. Studies show that a reduction in this last-mile problem could increase the use of public transport by 20 per cent. This would lead to greater accessibility and less reliance on personal vehicles. In future, we may see more micro-mobility solutions such as the Bridj Communauto to address this challenge.
8. Increased Investment in Infrastructure
   The development of MaaS depends on the transport network. Governments and private companies are investing in smart transport systems. A quarter of the expected investment in smart transport is expected to be spent in the next five years. This investment should improve the reliability and efficiency of transport services. The operational effect is to improve the availability of the network and to reduce the duration of the journey. The future development may include the integration of smart technology in the transport network to support MaaS.
9. Regulatory Frameworks Supporting MaaS
   It is essential for the growth of the MaaS market to establish a regulatory framework. Japan, for example, is developing the integration of transport modes. These frameworks have given a clearer definition to the mobility services, which has increased the market’s confidence. The business impact is the clarification of operating guidelines and the strengthening of consumer protection. In the future, there may be more harmonized regulations across regions to facilitate cross-border mobility.
10. Emphasis on Safety and Security
    Safety and security are increasingly becoming a major concern in the MaaS sector, especially with the growth of shared mobility. Companies are introducing advanced safety measures. For example, Uber has introduced in-app safety features. In one survey, it was found that safety is the most important factor for users when choosing a mobility service. The operational effect is increased trust and customer retention. Future trends may include the introduction of even more advanced safety features, such as biometric identification.

Conclusion: Navigating the Mobility Market Landscape

OVERVIEW The MaaS market is evolving. The competition is increasingly characterized by the fragmentation of the market, with the emergence of new players. The regional trends show a greater concern for flexibility and sustainable mobility, which are forcing the suppliers to adapt their offerings to meet the different needs of the consumers. The vested interests are relying on their existing network, while integrating new digital capabilities, such as artificial intelligence and automation, to enhance the customer experience and the operational efficiency of the business. New players are focusing on innovation and on solutions that combine flexibility and sustainability. The suppliers who wish to establish themselves as leaders in this rapidly changing landscape must master these digital capabilities. The strategic partnership and the technological investment are decisive.