The selling point for ride hailing apps is convenience: no cash, maps, or transit schedules required.
Mobility-as-a-service providers want to make all transportation options as convenient as calling an Uber. The crucial element in doing that is creating one service that includes all types of transportation: scooters, cabs, metros, water taxis, private cars, even gondolas if you're lucky enough to be in the mountains.
Mobility's's State of Mobility 2019 report asked about 21,000 people in the United States and Europe about their current transportation habits. The survey also tested the idea of mobility as a service to change consumer behaviors. The survey examined the transportation patterns, perceptions, and expectations of individuals from America, France, Spain, Germany, the U.K., the Netherlands, Norway, Finland, and Sweden.
The report found that:
Fewer than half of respondents use ride-hailing apps at all (47% in the US and 43% in Europe)
Individuals still face multiple pain points within their daily travel, including safety, convenience and access
MaaS may make it easier for families to use public transit and other modes of transportation
Many consumers expect their transportation behavior to shift away from private cars in the years to come
The mobility study also suggests an opportunity for behavior change among car owners whose trips require more than one transportation mode: stronger MaaS solutions would nudge drivers to try other transportation modes instead of private vehicles.
HERE Mobility, a Chicago company, is building software and services to make more efficient use of existing private and public transportation infrastructure. They are targeting hotels, airports, and
stadiums as prime customers for their Mobility as a Service products. HERE launched its consumer app SoMo at CES 2019 and its mobility marketplace in 2018.
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