How Multi-Modal MaaS applications support behavioural change
As we all look to reduce carbon emissions and adopt greener lifestyles, transport authorities and mobility service providers are striving to encourage behavioural change, moving towards shared transport, away from private car usage.
Many studies have looked at barriers to trialling and adopting every mode of transport and conclude that motivation and considerations vary widely. This range of factors that make transport modes attractive or unappealing to individuals highlights the need for flexible and personalised solutions.
Enter Mobility as a Service. In many ways, MaaS is still in its infancy in the UK, with many public transport users having experienced little change to how they plan, book and make their journeys in recent years. But now the full potential of multimodal transport and MaaS systems will be key to changing mindsets and inducing real behavioural shift.
Clear drivers behind transport choices are cost incentives, a willingness to use app-based services, and convenience. Equally, with targeted strategies, authorities can make a real difference in promoting the attractiveness of shared transportation. So what are MaaS platforms offering to support this, over and above journey planning and payments that most users are already familiar with?
Full range of transport options
Nothing should be left behind, from car-share to scooter rental, e-bikes to trains and buses. When planning a journey, users want to see every mode of transport that they could or should be using to get smoothly from A to B. Comprehensive MaaS providers will be highly proficient at onboarding MSPs, and managing those relationships to guarantee that users have a one-stop-shop no matter which modes of transport they may choose.
Personalisation
Getting to know users is invaluable. By collecting data over time, you build an accurate picture of what really works. And by giving customers a personalised experience that reflects their choices and preferences, MaaS applications engage them further. Baby steps over time lead to a long-term shift, making changes for the better from day one.
Financial incentives
Nothing shouts louder than a discount. Studies clearly demonstrate that holding a valid ticket is a huge motivator for taking public transport. Applications that offer cheaper travel simply for using shared mobility breed increase in use. For example offering a percentage reduction on tickets, “the more you use, the less you pay” delivers a clear growth in user journeys over a very short time.
Reliability
Travellers need to be certain that they will arrive on time. It is pointless knowing that the bus will arrive in two minutes if it is full to capacity when it drives past. MaaS applications for multi-modal transport need to be in touch in real time with availability, capacity, and traffic flow specific to each transport mode.
Demand-responsive transport
Presents huge advantages to communities traditionally less well served by public transport and for whom private car journeys are the main transport of choice. DRT should be considered a prerequisite for a comprehensive MaaS solution, but again needs to deliver beyond simply booking and payment. Features that calculate best available routes by journey time and efficiency, along with pick up windows and accurate ETA to final destinations are essential.
Inclusion
It is important to consider those who do not use smartphones, or without access to a bank account or payment card. Multi-modal transport options and use of the MaaS solution needs to be accessible to all. The Hopon group have implemented cash-only and pass card based options specifically for this demographic of user, which are commonplace in many regions.
In conclusion, it is clear that there is a need for MaaS solution providers, MSPs and authorities to work together to change mindsets and travel habits. By making it easier and more desirable to use the various multimodal solutions we are making real advances towards reaching environmental goals, and delivering the opportunities that MaaS can bring.
The Pass mobility-as-a-service solution Leading MaaS in Europe
The ECR Hopon “Pass” MaaS Solution delivers mobility no matter the location. By building relationships with mobility service providers, users can combine any mobility options with one simple application.
Pass users can plan, book and pay for transport services using the application, alongside options for cash and non-smart device usage making multi-modal travel easily accessible to all.
Our application gives users an intuitive and real time experience, showing all available transport options, journey times and capacity levels, cost comparisons and efficiency data. Buy transport bundles, tickets and passes, plus earn discounts and offers as they travel. Welcome to the future of mobility.