Mobility as a Service (MaaS) is not just a transformative concept; it is a catalyst for the successful commercialization of various sharing offerings, including automated shuttle services. By integrating different modes of transportation—such as public transit, ride-sharing, and bike rentals—into a single, accessible platform, MaaS has the potential to revolutionize urban mobility. This integration creates numerous win-win situations, such as increased public transport usage, reduced congestion, and lower emissions. Moreover, it facilitates the creation of urban spaces less dominated by parking lots and traffic jams.

Despite these clear advantages and the widespread political endorsement of MaaS, its full realization remains elusive, making it a low-hanging fruit that, with determined political action, could be quickly harvested. MaaS has been on the global political agenda for years, particularly in Europe, where its potential to enhance urban mobility has been recognized in numerous conferences and policy discussions.

I recall, in 2011, European Commission Vice-President Siim Kallas announced a challenge at the Lyon European ITS Congress, known as the Smart Mobility Challenge. This initiative was aimed at addressing the increasing oil prices and persistent oil dependency, as well as the deteriorating environmental conditions associated with conventional transportation methods. The challenge called for innovative solutions to enhance urban mobility, reduce congestion, and improve the sustainability of transport systems across Europe. Kallas emphasized the need for creative approaches to transform the transportation landscape, urging stakeholders to develop and implement new strategies that could lead to more efficient and environmentally friendly urban mobility solutions. “I cannot yet plan or book my journey through Europe – switching from air to rail or sea to urban or road transport – in one single go and online” (Siim Kallas, 2011)

A vision echoed recently by EU President Ursula von der Leyen, who reaffirmed the EU’s commitment to implementing MaaS as a key component of its transportation strategy. Despite these high-profile endorsements and the apparent consensus on its value, MaaS has not yet become the standard for mobility. This raises a critical question: why has this low-hanging fruit not been picked?

Europe, in particular, stands to benefit significantly from the widespread adoption of MaaS. The continent boasts an incredibly diverse ecosystem of mobility offerings, from extensive public transport networks in major cities to innovative micro-mobility options like e-scooters and bike-sharing programs. This diversity is both a challenge and an opportunity: it requires sophisticated integration but also provides a rich tapestry of options that, when woven together through MaaS, can create a seamless, efficient, and user-friendly mobility experience. By leveraging this variety, Europe can lead the way in demonstrating how MaaS can cater to the complex needs of different urban and rural environments, ultimately setting a global standard for integrated mobility.

Is the problem a lack of innovation? Not necessarily. We’ve seen a surge in technological advancements that have laid the groundwork for MaaS, from real-time data analytics and sophisticated algorithms to the integration of payment systems across different transport modes. These innovations are essential, but they alone aren’t enough to drive the full-scale adoption of MaaS.

Automated shuttle vehicles also offer a promising avenue for enhancing MaaS. These autonomous vehicles can fill critical gaps in the transportation network, providing first-mile and last-mile solutions that make the entire system more efficient and accessible. By integrating automated shuttles into MaaS platforms, citizens can have on-demand, flexible transportation options that complement existing services, further reducing reliance on private cars and contributing to the overall sustainability goals of MaaS.

Could it be the business model? Here, too, there have been promising developments. Several companies have launched successful MaaS initiatives, proving that it can be both a viable and profitable venture. For instance, Finland’s Whim app, which offered users a subscription model for various transport options, has demonstrated that MaaS can work on a large scale and be economically sustainable.

The real stumbling block, in my view, lies in the political arena. Despite broad support in principle, the political will to bring together the myriad stakeholders—public transit authorities, private companies, and governments—is still lacking. Coordinating these diverse interests requires strong, sustained political leadership, which has often fallen short. Implementing MaaS involves overcoming significant technical and organizational challenges, and without a unified push from policymakers, these barriers remain insurmountable.

Effective political leadership should aim to create a unified market, which is essential for the success of Mobility as a Service (MaaS). The MaaS sector demands far greater investment in user experience than many industry stakeholders realize. Consider the ride-hailing giants, who employ thousands of coders to refine just one mode of transportation. MaaS services are even more complex, requiring substantial investment and clear market regulations to thrive. Currently, the European MaaS market struggles to attract investment due to conflicting market models and a lack of clear leadership.

In conclusion, while innovation and viable business models are essential, it is determined political action that holds the key to making MaaS a reality. This low-hanging fruit is ripe and ready for harvest, but only if we see concrete steps that align stakeholders toward a common goal. Only then can MaaS fulfill its promise and transform our cities for the better.