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An Exploratory Study on How Maas Will Change Our Choice of Commute

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An Exploratory Study on How Maas Will Change Our Choice of Commute COPENHAGEN BUSINESS SCHOOL MASTER THESIS An exploratory study on how MaaS will change our choice of commute Authors: Supervisor: Alexander Raknes Maria Figueroa Marius Ørum A thesis submitted in fulfillment of the requirements for the degree of Master of Science in the M.Sc. (cand.merc.) in Business Administration and E-Business Department of Digitalisation Page count: 137 & Word count: 188 716 (incl. spaces) 15. November, 2018 Abstract Mobility-as-a-Service (MaaS) represent a profoundly new dimension to our congested, environmental- hazardous and silo-based transportation systems. Along with rapidly advances in new technologies, travel modes and attitudes, are also the academic world in a rush to put words on this new transportation phenomenon. While the diffusion of MaaS still remains an unresolved puzzle, our research aims to contribute with how some of the pieces fit together. As the true power of MaaS is yet to materialise, our research have been lifted out of the physical sphere, and into a hypothetical one. On a foundation of past literature and interviews with local experts, has thus provided the breeding grounds for a stated preference survey. In order to keep our research relatable to objects found in the real world, three hypotheses were created on how central elements of MaaS, influence decision making of our modal portfolios in the daily commute. Research on the viability and development of MaaS in the laboratory environment of Copenhagen, this identified a forth hypothesis, revolving how recombinant of transport related data can form new attributes that influence our choice of the modal portfolio. The research does, in contrary to our literature review, identify students as an important research subject, due to their shifting travel behaviour and role in the future of mobility. Our findings provide clear evidence for how MaaS and its underlying service provisions, does influence choices the daily commute. Acknowledgment Working on this project for the last six months has been both rewarding and challenging. Choosing Mobility- as-a-Service as the research topic has provided us with great insights on how our society is a living organism, absorbing the profound impact of information and communications technology. First, we want to thank our supervisor, Maria Figueroa, for the good advice and support. Your guidance was in timely manner and provided us with an academic path to follow. Special thank you to Morten Reimer and Christian Holck, your insightful opinions and knowledge was an essential contribution to our thesis. Also a special thank you to Julie Gerlings, for keeping up with our questions. Thanks to our family and friends for all the support, we have received during our project. Thank you all! 2 | Page Table of Contents Abstract ............................................................................................................................................................. 2 Acknowledgment ............................................................................................................................................... 2 List of Tables ...................................................................................................................................................... 4 List of Figures ..................................................................................................................................................... 5 1.0 Introduction ................................................................................................................................................. 6 1.1 Research Question ................................................................................................................................. 10 1.2 Hypotheses ............................................................................................................................................ 12 1.3 Terminology ........................................................................................................................................... 13 2.0 Methodology ............................................................................................................................................. 14 2.1 Research Design..................................................................................................................................... 15 2.2 Reasoning, Theoretical Perspective and Underpinnings ....................................................................... 18 2.3 Research Methods ................................................................................................................................. 19 2.4 Data Collection ...................................................................................................................................... 19 2.4.1 Choice Modelling Survey ................................................................................................................ 20 2.4.2 Interviews ....................................................................................................................................... 32 2.5 Limitations ............................................................................................................................................. 35 3.0 Literature Review ...................................................................................................................................... 36 3.1 Approach & Typology ............................................................................................................................ 36 3.2 Concept Matrix ...................................................................................................................................... 38 4.0 Theoretical Grounding ............................................................................................................................... 40 4.1 Behavioural Economics .......................................................................................................................... 40 4.1.1 Early Exploration of Behavioural Economics .................................................................................. 40 4.1.2 Judgemental Heuristics and Biases in Decision Making ................................................................. 41 4.1.3 Rationality and Intuition ................................................................................................................. 41 4.2 The Story of 'as-a-Service' ..................................................................................................................... 42 4.2.1 Making Mobility Intelligent ............................................................................................................ 43 4.2.2 The User-Oriented Empiricism ....................................................................................................... 44 4.2.3 Concept-Centric Elaborations on MaaS .......................................................................................... 49 4.2.4 The Rise of Mobility (as-a-Service) ................................................................................................. 54 5.0 Theoretical Framework & Framework of Analysis .................................................................................... 59 6.0 Background of the Research ...................................................................................................................... 61 6.1 Towards a Student Travel Profile .......................................................................................................... 61 6.2 Towards MaaS in Copenhagen .............................................................................................................. 64 3 | Page 7.0 Analysis ...................................................................................................................................................... 67 7.1 The ITS Agenda in EU ............................................................................................................................. 67 7.2 Static and Dynamic Data Mapping ........................................................................................................ 69 7.3 Survey Results ........................................................................................................................................ 72 7.3.1 Sociodemographic Characteristics ................................................................................................. 73 7.3.2 Access to Transport Modes and Preferred Type of Commute ....................................................... 74 7.3.3 Stated Preference: Core Elements of MaaS ................................................................................... 76 7.3.4 Stated Preference: The 'New' MaaS Attributes .............................................................................. 81 8.0 Discussion .................................................................................................................................................. 85 8.1 It's Dynamic Data that will make the Fuzz ............................................................................................. 85 8.2 Influence on the Modal Portfolio? ........................................................................................................ 88 8.2.1 The Role of the Core Elements ....................................................................................................... 88 8.2.2 The Role of Recombinant Growth
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