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.). This measure saw the creation of business models which enable cooperation with different existing service providers. Also included was a drive to attract 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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