MaaS in a regional and rural setting: Recent experience

The paper has the aim of providing an evidence base for framing Mobility as a Service (MaaS) - or MaaS-like - solutions (i.e. technology-led) in rural or remote areas. This is explored particularly within the context of the policy of reducing transport disadvantage. We begin with a definition of MaaS – what it is and what it is not. This is followed by discussion of the array of existing mobility solutions typically found in rural areas which may be incorporated within MaaS. The main body of the paper focusses on the experience to date with MaaS in a regional and rural setting with consideration of recent evidence in an international context. We consider the elements of rural MaaS, and a variety of MaaS schemes, their status and levels of integration. A key discussion point is the finding that most previous and extant “Rural MaaS” schemes do not go beyond “MaaS level 2”, suggesting the need for a renewed focus on understanding the barriers to the implementation and growth of MaaS in a regional and rural setting. Findings show that MaaS in a rural context is dominated by a preponderance of short-lived pilots with only a small user base, even in Finland and Sweden which can be described as the trailblazer locations. There are examples of niche schemes such as tourist focussed and there is evidence that car-based services are becoming more prevalent. Ultimately, prospects for scalability appear limited in current Rural MaaS activities since this will depend on how well MaaS segments the market.