Challenge / Goal
MaaS (mobility as a service) is a concept of integrating different modes of transport into one service. It is an approach used to facilitate a shift to sustainable mobility by improving the availability of high-quality alternatives.
Short term goals of this Use Case include creating cooperation models between different parties, also to provide the first MaaS service to citizens. Long-term goals consist of a wide variety of MaaS services affecting the modal split resulting in fewer cars, less pollution and an improved city environment. Car use efficiency and equal possibilities of living a car-independent lifestyle also form part of the long-term goals of the measure.
In the present model, the user may either buy means (car/bike) or tickets for transport (bus ticket, train ticket, etc.). In this measure, the city of Turku catalyses and pilots the development of the MaaS system and services in the city of Turku. This includes the creation of business models which enable cooperation with different existing service providers. The measure also includes attracting new MaaS operators to come to the city of Turku, the creation of different service packages, and marketing them through a variety of communication channels.
The Turku approach to promoting MaaS:
- Evaluate and benchmark indicators in key areas: awareness, policies, administration and cooperation.
- Apply inclusive planning approaches.
- Involve any and all stakeholders as early and often as possible.
- Network and facilitate networking.
- Promote, create awareness and expectations.
- Continuous innovation: invent, test, pilot, repeat.
Examples of activities:
- Systematic interaction with a wide variety of stakeholder groups: citizens, employers, housing communities, mobility service providers, associations, etc.
- Continuous two-way communication using all available means: on ground events, social media, queries, interviews, focus groups, meetings etc.
- Liaising and cooperating with regional and state authorities in issues involving several agencies. For example first/last mile solutions in intercity travel.
- Regular internal meetings to establish administrative and political coordination towards MaaS.
- Evaluation of mobility demand and travel patterns
- Use of stakeholder contacts in collecting data
- Cross-referencing with relevant background data (car ownership, driver’s license, commuting etc.)
- Testing and piloting mobility solutions for upscaling potential and feasibility.
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