The world’s first example of Mobility as a Service (MaaS) is now live in the German city of Hannover.
February 2016 saw the launch of the second phase of üstra´s and GVH´s (Greater Hanover Transport Association) ‘Mobility Shop,’ the very first fully operational example of MaaS.
The Mobility Shop is a truly multimodal version of the pilot scheme that began in November 2014. The core feature of the service is an integrated workflow that encompasses registration, routing, booking and invoicing for several transport modes (public transport, taxis, station-based and free-floating car-sharing).
The service offers users the possibility to tailor the bundle to their individual needs and to directly book their journeys, whether it’s a public transport ticket or a taxi ride with mobility options, including travel times, appearing in real time. All services are then invoiced by üstra via a monthly ‘joint mobility bill’.
More flexible than the original pilot, the service is not limited to annual season ticket holders of public transport anymore, thus offering itself towards a much broader share of the ‘multimodal’ target group. At a monthly fee of €9.95, Hannovermobil includes car-sharing membership and heavily discounted rates for car-sharing and taxi use as well as a free Deutsche Bahn discount card (BahnCard 25).
Mobility as a Service was a major discussion point at the recent IT-TRANS event: the rise of the sharing economy is causing urban dwellers to reconsider how they think about access to goods and services and the need for ownership, particularly of the private car.
“There are good reasons for owning a car these days and we need to overcome these," said üstra´s Martin Röhrleef at an IT-TRANS plenary session on emerging technologies. "MaaS might be even more attractive than owning a car."