The Evolution from Mobility-as-a-Service to Mobility-as-a-Feature

The Evolution from Mobility-as-a-Service to Mobility-as-a-Feature

Another Overhyped Buzzword or a Driver of True Value?

Mobility-as-a-Feature (MaaF) is a concept introduced by David A. Hensher and Sampo Hietanen, and involves seamlessly embedding mobility services into existing platforms, such as insurance or hotel booking apps. This approach aims to make transportation an effortless part of our daily routines, seamlessly blending with activities such as commuting and shopping. While MaaF is still in its very early nascent stage, glimpses of its potential in various applications are starting to shine.

• Electric mobility hubs are being integrated into upcoming real estate projects in Australia through Ohmie GO Envoy - Electric Car Share.
• Lidl stores across Ireland now have 100 GoCar Ireland for sharing and more than 6,000 people have already used this service in 2023.
• Munich-based start-up RideBee and SSV Jahn Regensburg launched a carpooling option—a free public transport ticket integrated into the admission ticket, free shuttle service from the main train station to the stadium, and free eBike sharing offer on match days.
• Lage Weide business park in Utrecht offers free access to eBikes from TIER Mobility, and partnered with Gaiyo, having one key for all mobility and providing 18 mobility hubs for employees.
• The State of Mississippi has allocated up to $1 million annually to Uber Health, the state aims to reduce missed appointments and improve healthcare accessibility for its residents.

While MaaF solutions hold great promise, for them to truly flourish on a larger scale, several interconnected elements must align—regulations, contractual frameworks, technology, partnerships, consumer acceptance, and support from the public sector, among others.