Mobility as a Service (MaaS) Planning and Implementation: Challenges and Lessons Learned

Mobility as a Service (MaaS) is an innovative mobility service that aims to redesign the future of urban mobility by integrating multi-modal transportation and app-based technologies to enable seamless urban mobility. While MaaS pilot demonstrations and schemes implementation have taken place in different cities at a global level, and relevant studies focus on the MaaS barriers and users' characteristics, the planning process for implementing MaaS is rarely presented. This paper summarizes the services to be integrated into the MaaS Athens' demo site in Greece and describes the planning process that was followed to showcase the demo. The demo site is located within the urban area of Athens, including a public transport operator, a bike-sharing service, a taxi operator, and a municipality public transport operator. The demonstration runs developments in a real corridor that has the potential to prepare the MaaS eco-system deployment and market uptake. Three travel cases are planned: (1) Multimodal work trip; (2) MaaS for tourists; and (3) Interurban/urban interfaces, for work and shopping/leisure trips. The user journeys are defined in detail and the main information for each user journey is presented. The study concludes with challenges that were faced during the demo planning and recommendations for achieving the MaaS goals.