Mobility as a Service in Australia Customer insights and opportunities 2 ITS AUSTRALIA and Transport forVictoria. and Transport Services, Translink, Queensland Transport Roads, &Main Transport for NSW of Transport WA, RoyalAutomobile Association andMaritime SA,Roads are; CRC Department andmembersoftheiMOVE Our projectpartners for AustraliaInstitute ofSouth ChoiceatUniversity andthrough CRC. theiMOVE hasbeenpreparedThis report by ITS Australia withresearch partners REPORT ABOUT THIS Department of Infrastructure, Regional andCities Development ofInfrastructure, Department Director,Assistant Transport Technology– Futures Thomas Taskforce,Danika Negus(Chair) –AmbassadorITSBrian Australia CICAGroup andChairman, –HeadofGrowth, Myers andPartnerships,Jonathan Downer Innovation Keolis – Graham McCabe Traffic and NSW, Southern ACT & Lead GHD Transport – Kasparian Programs Jeff Director, CRC iMOVE Advisor,Tagrid Insights Markets –New Kaddouri Transdev Australasia –CEO,Susan Harris ITS Australia –Director Europe,Richard Harris OhmioAutomotion Queensland Transport Roads andMain Narelle-Jay ZFortescue –Director andAdvocacy, ofCustomer Insight Australia Hany Eldaly asaService, –Managing Director (Co-founder), Mobility –Director CorporateDowner Deeley Affairs,Segolene Keolis Paul Buchanan–Director Product Cubic Corporation Management, Steering Committee of thisresearch andreport. Committee for through theirtime, thedevelopment insights andsupport ITS would Australia liketo thanktheSteering participants andtheproject ACKNOWLEDGEMENTS ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 Editorial Contributor Lesley Hine –ProjectLesley Hine Manager Commercial Lambides–Director: Maria Joffre Academic Swait –Director: Sampson–Research AssociateSpring Akshay Vij Research –Senior Fellow Research Contributors [email protected] –Policy Manager Ryan Stacey South AustraliaSouth forInstitute Choice University of Research partner: its-australia.com.au 22/574 Plummer Street Port Melbourne ITS Australia Contents

7 6 5 1 Appendix C–Customer Demographics Survey Appendix B–Customer Questions Survey modelsreviewedAppendix A–MaaS indetail References 58 4 3 2 Introduction Findings andopportunities stakeholderresponsesPerspectives –Expert Perspectives –Customer responses Executive summary MaaS – MaaS What doesitdoandwhere isit? Background andcontext 6.1 5.1 4.1 6.2 5.2 4.2 6.3 5.3 4.3 5.4 5.5 Challenges to MaaS implementationinAustraliaChallenges to MaaS Population preferences for MaaS –modeshare Mobility Commercial opportunities preferencesMaaS by geography andpaymentTicket integration Governance models customer personas MaaS anddataplatforms andcommunicationtechnology (ICT) Information Population preferences for On-Demand Transport On-demand customer personas On-demand ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 52 46 26 10 20 16 80 68 60 46 28 23 47 33 24 49 39 25 42 43 4

3 ITS AUSTRALIA 4 EXECUTIVE SUMMARY ITS AUSTRALIA technological disruption. ways we canadaptto andpositively leverage societaland are networks andevolving ourtransport MaaS Concepts like levelsdisruption. of technologies offerrevolutionary thepotential evenfor greater the advent andautomated ofconnected vehicles andother andthebuiltenvironment, onsociety had astunningimpact vehiclesWhile themass-productionofprivate obviously outcomes. whileimprovingsustainability socialandenvironmental reduce travel andtransport costs, capacity increase network the potential to drasticallyimprove customer choices, Transport innovation like asaService’‘Mobility offers (MaaS) sector.potential changeinthetransport for revolutionary vehiclesmass-production ofprivate c1920hasthere beensuch academia, astrong themeemerged; thatnotsincethe and and technology sectors, across government, industry transport the in withmore than80leaders interviews During currently experiencing. unprecedented we potential are for changeintransport What hasnotbeenseenbefore of thoughisthekind unimagined by ourgrandparents orsometimes even parents. and societalshifts, andmega-projectsoffering improvements generation change;digital disruption,majordemographic There’s muchdiscussionthesedays aboutonce-in-a- 1 Executive summary ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 matched theAustralian Bureau ofStatisticsCensus data. across regional sampleclosely urban, andruralareas oursurvey 4000demographically representative surveying AustraliansIn thatmatch theincreasing ofcustomers. expectations services buildsonexistingassetsanddeliverscleverly user-centric prepare for themajorchangesanticipated inaway that canofferThe intentevidence base isthisreport an to help • • • Our projectgoalsandmethodology: of Australians. ofademographically representativeexpectations sample todiscrete test thethoughtsand choicecustomer survey gatheredperspectives enabledthedevelopment ofarobust the ofourprojectparticipants, and ofcoursetheexpertise withtheseandotherexperts, interviews Through in-depth RACV, Downer. andKeolis RegionalandCities Development of Infrastructure, Technologies, Ohmio, Transdev, Australia, MaaS Department and providing invaluable adviceandinput:Cubic, HMI the following organisations collaboratingontheproject from andgovernment experts committee ofindustry by were asteering ProjectCRC. supported partners iMOVE the through from projectpartners possible withfundingsupport This research projectwasledby ITS Australia andmade transport and MaaS systems for andMaaS theAustralian community transport To thedevelopment ofsuitableon-demand support and MaaS transport on-demand Explore Australian customer preferences inrelation to overseas thecurrent statusofMaaS andinAustraliaReview , PTV,

PROJECT PARTICIPANTSPROJECT ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 the industry. contributor to the development of the world, ITS Australia isamajor with peakITS organisations around businesses andusers. Affiliated academia andtransport suppliers, government authorities, organisation representing ITS incorporated membership is anindependent not-for-profit Established in1992,ITS Australia road, andrail. public andprivate modes–air, sea, across all sustainable transport deliver safer, more efficient and of advanced technologies to the development anddeployment Australia (ITS Australia) promotes SystemsIntelligent Transport

5 EXECUTIVE SUMMARY ITS AUSTRALIA 6 EXECUTIVE SUMMARY ITS AUSTRALIA playing anoversight role. from are withgovernment they generallymore supportive are agnostic regarding purchase product whothey aMaaS oversight wasindicated. This suggeststhatwhilecustomers yet for there wasmore schemeswhere support government government operators orprivate to products, deliver MaaS indicated nostrongAustralians preference surveyed for either safeguardsand security willneedto beestablished. Therefore, datainteroperability standards withprivacy a vitalrole inaneffectiveMaaS. deployment of will playvalued by Australians datasharing surveyed, personalisation for individualcustomers beinghighly product. MaaS With real-time information andpotential considerationto enableany early effectivebeing akey as experts ofindustry by themajority acknowledged Access to andintegration ofdatawasidentifiedand Australian customers. optionsfor transport andotheractive of bike-sharing to better explore thepotential This suggestsanopportunity included. mostly rejectingany product withbike-sharing MaaS trips, andAustralians for short convenient modeparticularly LondonersMaaS modelsasa findingitapositive inclusionin One modewhere preferences with diverge isbike-sharing, integrated effectively. exploreauthorities how offerings publicandprivate canbe transport. itisthatrelevant This indicates how important Australians strongly prefer product that includespublic aMaaS towards carownership andMaaS’, bothLondoners and As found intherecent Transport for London report, ‘Attitudes MaaS. with leverage thesegroups for similaropportunities Australia in there’s technology other potential to and phones have ledtheway withrapidexpansionofsmart rate we seemore generally(seepage 45). Asadopters early double thepercentage technology adoption oftheearly product. in afullMaaS This group adopters isalmost ofearly A smallersubsetofpeoplewould beimmediately interested potential for behavioural changeprograms. really becapableofhighlightinganinformation gapand might ofwhatMaaS uncertainty andanunsurprising network reflects positively onthe reliance ofapublictransport ratherthangeneralcommuting,activities whichgenerally There wasalarge group interested for inMaaS social more interested productsthanthoseover inMaaS 65. was astrong preference for younger respondents to be As many would have anticipated, there ofthosesurveyed, ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018

of thisreport. have beendetailedinChapter 7 subsequent customer survey fromFindings arising thisresearch andopportunities inAustralia. transport advanceon-demand further and realities MaaS, to experience willevolve aswe start modelswe anticipate thatbothperceptionsdelivery and transport As stageofthesenew we are intheembryonic ofquestionsregardinga series separately. thetwo instrumentpresents two thesurvey conflation ofthe deployments around to thecountry. So minimisecustomer Australians, yet there transport are anumberofon-demand conceptto many transport isofcourseanew MaaS ofAustralians.the needsandexpectations optionsthatmatch transport expand on-demand insights to inform and thedevelopment ofMaaS pointandsomeinitial but ratherprovide astarting This research doesnotaimto bedefinitive andreport systems thatare currently closedorsiloed. players. This willrequire thestandardisation ofarange playing fieldshouldensure reasonable access to potential To enablecompetitionfor providers MaaS alevel willneedtointeraction besimpleandfrictionless. platforms. From thecustomer this perspective many systems andproprietary closedback-end customer interface. This isacomplexprocess involving andpayment intoplanning, oneseamless booking istheintegration componentofMaaS ofA key

MaaS what itoffers STEERING COMMITTEE ITS AUSTRALIA

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MAAS IN AUSTRALIA 2018 improve efficiency. network and andaccessibility mobility optionsthatenhance transport Customer-centric, personalised oversight. regulateda framework by government in with secure principles datasharing andintegratedInteroperability systems customers. for to transport accessibility other providers whileensuring operators and transport private forCompetitive publicand market options. transport modal integration includingactive andimproved network transport and Efficient useofpublic effective and prosperous. be more competitive, productive, companies andAustralia willhelpR&D projects. It systems through collaborative improve Australia’s transport 10yeartoconcerted effort engagedinaresearch partners of 44industry, government, and The isaconsortium iMOVECRC

7 EXECUTIVE SUMMARY ITS AUSTRALIA 8 EXECUTIVE SUMMARY ITS AUSTRALIA products. optionfor customers transport inMaaS istheleastpreferredBike sharing than general commuting. forratherin MaaS socialactivities respondents wereMajority interested willingness to adoptMaaS. costs strongly correlatedtransport with Customers withhigherself-reported modelschosenbyin MaaS customers. paying for was positively MaaS viewed and planning,Seamless booking valued by Australian’s surveyed. potential for personalisation was highly informationReal-time andthe thatproduct includespublictransport. Australians strongly prefer aMaaS Findings ITS AUSTRALIA Australians products. to thisimporantmode in MaaS engagement programs couldbetter andpilotsfor acclimate sharing bike trips. for short particularly This suggestsbehavioural changeandcustomer MaaS asaconvenient a positive inclusionin Londoners mode finding bike-share included,see Australians sharing with rejectingany productwithbike MaaS findings considerationinaneffective Survey MaaS product. options to beakey transport andotheractive sharing considered bike interviewed Many experts information gapandbehavioural changepossibilities. ofwhatthepotential for isinhighlightingan MaaS uncertainty for commutingandanunsurprising current andpublictransport private This generallyreflectsonpeople’s reliance ofandhabitualuse modes.change couldguard againstincrease oflessefficienttransport signalling products, levers inMaaS aswell asrewards systems for behavioral Improving customer awareness costsandadoptingprice oftheirreal transport possible witheffective collaboration. andpublic sector private as whilecomplexandchallenging, and interoperability is harmonisation opinionwasthere are technological nounsurpassable expert barriers, Majority for would betheultimatesectors. bothpublicandprivate functions end-goal Integration systems andinteroperability andotherclosedback-end ofticketing established. safeguards andsecurity willneedtointeroperability be standards withprivacy willplay avitalroleData sharing inaneffectiveMaaS sodata deployment of offering inanyMaaS product. with Londoners as anintegral strongly infavour ofpublictransport recent Transport for London report, ‘Attitudes towards carownership andMaaS’, offerings canbeintegrated transport private effectively. Thiswasalso foundinthe itisthatrelevant explore authorities how publicand This suggestshow important through services. theenhancedcoordination andintegration ofpublictransport for network customers ofthepublictransport enablesfullactivation MaaS Opportunity |

MAAS IN AUSTRALIA 2018

Aims to bemore convenient thanindividualuse of private vehicles. concerns. andsecurity effective datawhilemanaging sharing privacy interoperableOffers openaccess solutionsthat encourage competition andenable for allAustralians. customers, balancinginnovation andimprovements againstequitableaccess Is inclusive needsofall andresponsive and mobility to thesocio-demographic and regional centres that Australians live andwork in. access optionsto customers andmobility Enhances across transport metropolitan optionsfor allcustomers.transport improved andsupports access network toBuilds ontheexisting publictransport deployment.MaaS effectiveEncourages andsupports avibrantsector andcompetitive industry and reduces congestion andenvironmental impacts. Promotes theefficient movement ofpeopleandgoods toimprove safety, and productivity, for inAustralia MaaS that: to shapeopportunities government andindustry and environmental outcomes. To to with work thesegoalsITS Australia undertakes support whileimproving sustainability socialtravel andtransport costs, capacity increase network offers thepotential to drasticallyimprove asaService customerMobility choices, reduce ITS Australia Vision Statement for MaaS ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018

9 EXECUTIVE SUMMARY ITS AUSTRALIA 10 INTRODUCTION ITS AUSTRALIA telecommunications, social equity and community transport. transport. telecommunications, andcommunity socialequity butpeopleinvolved inplanning, experts Not justtransport were interviewed. government, academiaandindustry across arangeoforganisations within More than80experts ofthisprocess.was part around theworld, andhow compare they witheachother A review ofdifferentMaaS systems currently inoperation system.components thatconstitute aMaaS keyMaaS and developmentto identifythe ofadefinition emergence asaconcept,thisinvestigation ofMaaS ledto the theBeginning thebroader by underlying describing context and expectations. that are reflective in ofandfactor real customer understanding decisions onfuture determinations transport canmake sector and to establishafoundation onwhichthepublicandprivate for better understandingthecurrent Australian landscape, into thatframework. This isto base bothdevelop anevidence research ourprimary applicationsandincorporate practical theintent isto and buildontheexistingbodyofwork Rather space. inthisfast-moving thathasalreadywork beenundertaken benefit nordesire to duplicate theextensive for this report and government agenciesaround theworld. There isno produced work by academics, consultants,the important andtheresearchThis report analysedwithinare buildingon 2 Introduction detail on the survey demographic see Appendix B and Appendix C for the survey instrumentdeployed. demographic seeAppendixBandCfor thesurvey detail onthesurvey indicate would theonethey purchase. Discrete choice offers customer preferences arangeofadvantages inconsidering MaaS. of aproductlike For more to would purchase.the onethey bemostlikely For example, respondents might beshown threeto andasked different ormobilephonepackages internet 1 In discrete In choicemodelsrespondents are them,they to select are asked In thiscase, shown different ratherthanratingorranking productsorservices. ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 deploying adiscrete choicemodel1 committee, for Institute Choicedeveloped arobust survey withourprojectsteering andinpartnership experts, withthese Based onthehundreds ofhoursinterviews of Australians. ofademographically representativeexpectations sample most appropriate questionsto test thethoughtsand face, ofchallengesthey andtothe types design the These enabledabetter perspectives understandingof purposes ofthisreport. purposes for the asdefined participants MaaS by theproject andpayment. booking through anintegrated digital platform for planning, and operated by providers, different service mobility owned modesandservices, to multipletransport systemsMaaS offer customers personalisedaccess . strong convergence ofthoughtonthepotential for MaaS in orinterest therearea oftheinterviewee, wasa ofexpertise were alldifferent intheir own way, basedontheparticular recorded ofreporting. for accuracy While theinterviews Australia’sby ofSouth theUniversity ethicsboard and followed astructuredformatinterviews thatwasreviewed To commentsthe expert facilitate analysisoftheindustry FRAMING THE MAAS – KEY RESEARCH STAKEHOLDER PROJECT INTERVIEWS ITS AUSTRALIA 6. 5. 4. 3. 2. 1. were guidedby thefollowingThe interviews questions: What might customer expectations be? What mightcustomer expectations What are considerationsfor deployment? What are thepotential impacts? What are theopportunities? What are thechallengeswe face? about? What are we alltalking |

MAAS IN AUSTRALIA 2018 commercially available. in Australia aswell aswhensuchproducts couldbe predominately around thescaleandscopeofMaaS There wasofcoursealsosomedivergence ofopinion, finding across ofstakeholders. suchadiverse collection Australia. This includedfuture challenges, whichwasapositive 11 INTRODUCTION ITS AUSTRALIA 12 INTRODUCTION ITS AUSTRALIA and householdmonthlytravel expenditure. different modes,devices dependenceonmobility transport their carandmotorcycle ownership, ofuse frequency 1. Current travel were Respondents behaviour: about asked following five majorsections: the instrumentcomprising Economics withthefinalsurvey attheBureau ofInfrastructure, experts Transport andRegional Finally, waspeerreviewed andapproved thesurvey by segmentations andgeographies indicated.market preferences regarding andexpectations systems with MaaS Australianpersona types,usedto describe customers’ demographic andethnographic anddefinedinto metrics responses wereThese survey analysedbasedon systems.and MaaS andpreferencestransport for different services on-demand travel behaviour, attitudes towards different modes of were abouttheircurrent asked participants Survey surveyed. and geographically representative Australians nationwide were roughly 4,000demographically transport, and on-demand To understandcustomer preferences for andexpectations MaaS ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018

systematically across scenarios. model,subscription andprice. The were attributes varied degree ofreal-time ofpersonalisation,availability information, offer integration, access to, andbooking level ofticketing thatthey services from ofthetransport each otherinterms were presented hypothetical schemesthatdiffer two MaaS the oneshown inFigure 1.For respondents eachscenario respondent waspresented four different scenarios, suchas Each withMaaS. about theirawareness ofandfamiliarity 3. Preferences for were models:Respondents MaaS asked oftrips. what kinds andfor indicate how frequently would they usesuchaservice any were ofthevaluesascribed. Respondents to asked systematically across andrespondents scenarios couldtake androute information.booking The were attributes varied offour interms the scenario price, attributes: vehicle sharing, in described service access to thehypothetical on-demand werescenarios. Respondents to imagine have asked thatthey Eachrespondent waspresentedtransport. four different withon-demand abouttheirawarenessasked ofandfamiliarity 2. Preferences were Respondents transport: for on-demand preferences for differentMaaS schemes. Figure 1:Examplescreenshot of hypothetical to elicitcustomer scenario ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 13 INTRODUCTION ITS AUSTRALIA 14 INTRODUCTION ITS AUSTRALIA Table across 1:Sampledistribution states andhow itcompares withtheABSpopulationdistribution. Australian Capital TerritoryAustralian Tasmania Northern Territory Northern Western Australia South AustraliaSouth Queensland Victoria New South WalesSouth New State/Territory ITS AUSTRALIA |

1108 MAAS IN AUSTRALIA 2018 Size 130 517 514 790 893 0 0 Proportion Sample 13.1% 13.0% 20.0% 22.6% 28.0% 3.3% 0.0% 0.0% ABS proportion 10.5% 20.0% 25.7% 31.9% 1.7% 2.1% 1.0% 7.0% services for amonthlycostof€499($AUD775.00).services which offers unlimited access to taxi,car-shareride-share and that are commercially available inEurope, suchas Whim, areappear high,they schemes comparableto similarMaaS all othermodesare lower priority). might While theseprices modes(since scheme offers access to additionaltransport $500 and$1,000permonth,regardless ofwhetherornotthe and trainsto regional andremote areas) between waspriced (i.e. buses unlimited accessto longdistancepublictransport ascheme thatoffersAt theotherendofspectrum, $10to between $30permonth. waspriced services a schemethatoffers unlimited accessonly to bike-share committee. onthesteering Forand policy-makers example, providers service up incloseconsultationwithtransport modes whichwasdrawn ordering oftransport the priority points for different schemes were basedon determined modes, butfortransport significantly highercosts. Price Prepaid schemesoffer unlimited access to oneormore mode usewere rates. inadditionto thesubscription respondents thatany transport costsassociated withactual wasexplainedto survey information andpersonalisation.It andpayment integration, accesstobooking real-time costsforsubscription accessto features suchasticketing, modes. accessto Monthly as-you-go oneormore transport respondents $0,$5and$10permonth,for between pay- rates whichwere across systematically and varied scenarios Pay-as-you-go schemeshadnominalmonthlysubscription ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 of Statistics (ABS) distributions foundof Statistics(ABS) distributions inAppendixC. andhow compare they characteristics withAustralian Bureau acrossdetailed sampledistributions different demographic questionsisinAppendixB, with A sampleofthesurvey sample isroughly representative ofthenationalpopulation. employment, householdsize and structure, andincome, the demographic suchasgender, characteristics, education, ofother terms cent ofthesampleis65years andolder).In spread over allagegroups, includingolderadults(18per respondents wereAll survey 18years orolder, withagood household size andstructure, andincome. age, gender, education,employment, placeofresidence, 5. Demographics: were Respondents abouttheir asked ingeneral. and services technologies andnew MaaS transport, sharing, on-demand attitudes towards driving, car carownership, publictransport, agreement ordisagreement their withstatements measuring 4. Attitudes: were Respondents to state asked theirlevel of would usethescheme. oftrips they and for whatkinds the preferred schemeifitwere today available inthemarket to indicate prefer, whichschemethey would ifthey purchase across andrespondents. scenarios were Respondents asked were schemeattributes The MaaS systematically varied 15 INTRODUCTION ITS AUSTRALIA 16 BACKGROUND AND CONTEXT ITS AUSTRALIA passengers. withother orasharedcan beindividuallybooked service to ataxior ridesourcing UberorLyft platform like which modes.an interchange Similar to otherpublictransport pick you upanddrop you offateither your destinationor you couldbookavehicle to services With on-demand around travel. theroute andthetimethey take they thatprovides customers withflexibility passenger transport, vehicle orregular includesataxi,charter demand transport on- possibilities ofMaaS. transport; This includeson-demand andcustomers to network the introduce bothourtransport thatcanprepareThere isapotential and step-change need to beaddressed. identify whatbehavioural andsocietalconsiderationsmay attempts where exists, to MaaS thisreport jurisdictions culturaldifferencesperhaps between Australia andother are wellnetworks developed, andmanaged. While there are the information infrastructureinplaceandourtransport Australia, we althoughasinthoseotherjurisdictions, have offeringNo integrated, MaaS existsas-yet in fullservice services. transport fundamentally changetheway we offer andaccess advances are to however increasing opportunities challenging space. With many stakeholders,technological andlocallythisisacomplex internationally Both need. asandwhenthey those services would provider justneedto chooseaMaaS andaccessallof providers. an accountwitheachoftheservice The customer ofanyabout theavailability oftheseindividuallyorcreate andwalking. bike-share like You wouldn’t needto know modes as well ascar-share, transport andactive ride-share modesavailable intheirarea include alllocalpublictransport needsthrough asingleplatform. all theirtransport This can andpay for istheconceptthatpeoplecanplan,book, MaaS ofeachfounddescriptions inAppendixA. productsandtheirattributes,MaaS withmore detailed pilots. The following chapter provides asampleofcurrent addition to there existingproducts are and anumberoftrials England, Germany, Austria, France, andSwitzerland. In Italy have beenintroduced inFinland,Since then,similarservices Gothenburg, in wasfirsttrialled MaaS Sweden in2013. 3 Background andcontext ITS AUSTRALIA

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MAAS IN AUSTRALIA 2018 Drivers ofchange 2015). at alater age (see, for example, Vij etal., 2017andMcDonald, afamily andthedecision to start into thelabourmarket entry education enrollment rates, anincrease intheaverage ageof demographic ageingpopulations, higher factors; rising globaleconomy oilprices, and andrising as arecessionary dependence to acombinationofeconomicfactors, such Studies have theapparent ascribed car declineinprivate (Goodwinand world Van Dender, 2013),includingAustralia. levels carownership ofprivate across muchofthedeveloped carownership,in private withchanging andeven declining hasalsoseen impacts century ofthetwenty-first The turn system (Shaheenetal., 2017). transportation thatare changing services, how customerstransport use the andotheron-demand share, services, sharing publicbike car-share, includingshort-term ride- services, mobility This hasresulted intheemergence forms ofnew ofshared economy 2014). to anaccess-basedeconomy (Belk, reflecting abroader transitionfrom an ownership-based business andcustomer interest insharedservices mobility ofcollaborativethe rise consumptionandgrowth in inEurope, hasseen The experience, international particularly more andshared. widely experienced programs improved understandingofthesebenefitscanbe andpilot and through effective services deployment oftrial significantly improve andcustomer outcomes user-experience have andMaaS thepotential to transport On-demand to customer acceptance.barriers ofbehavioural issuesposingpotential acknowledgement for there isan thisreport withexperts and ininterviews inreviewing papersandresearchBoth international deployments currently onoffer in Sydney and regional NSW. Adelaide andFlexibus aswell inCanberra asanumberof Australia include Telebus Zone Roam inMelbourne, in currently operatingin services Examples ofon-demand

Figure trends 2:Mega thatare reshapinglandscape. themobility ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 17 BACKGROUND AND CONTEXT ITS AUSTRALIA 18 BACKGROUND AND CONTEXT ITS AUSTRALIA 2014). ofEngineering, School University andITS Finland (Heikkilä, theAalto Planning Department, City theHelsinki between Finlandwas proposed inHelsinki, following discussions isagainstthislarger backdropthattheconceptofMaaS It in Australia population. withourhighlyurbanised by 2050(UNDESA,2014). relevant trend This isaparticularly oftheworld’s two-thirds toexpected comprise population currently hometo halfoftheworld’s populationandare economically feasible and Cervero, (Guerra 2011).Citiesare thatrequire highpopulation densitiesto be services masspublictransport particularly modes oftransport, hasenabledthe provisionUrbanisation ofmore sustainable (DE,2015). sector emissions from thetransport constitutes roughlyfor halfofthetotal passengertransport cent to greenhouse gasemissionsinAustralia; caruse private (Creutzig etal., 2015). 17per contributes sector The transport interest inalternative sustainable modesoftransport haveClimate changeconcerns to contributed arenewed legallycould.they possibleage traditionally attainedtheirlicenceattheearliest diverging from theprevious generationalgroupings that behaviours thatare already to changetransport opportunity potential reasons for itdoessuggestan thisgenerationalshift jumps to 41%in Western Australia. While there are multiple in NSWand beingcurrentlyVictoria unlicenced, thisfigure across Australia, ~23%ofthe16-24year-olds withnearly Changing rates oflicenceacquisitionisalsobeingnoticed ITS Finland CEO, Hietanen Sampo blurred or disappearcompletely.” between differentboundaries modesare transport theneedsofcustomers. reflecting services The cooperative, interconnected ecosystem, providing asa sector visionisto seethewholetransport “The

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MAAS IN AUSTRALIA 2018 impacts on government and industry to consider. ongovernment andindustry impacts improvements, withsimilarmajor societalchangesand more substantial disruptionalongwithcustomer-centred The transport ‘as-a-service’ modeloffers potential evenfor to entertainment. software from ownedprivately andheldproducts andservices, This isincreasingly how customers are accessingpreviously available through onlyonlineoften model. asubscription space. Products previously purchased andshippedare now withsuccess, other industries notablyinthesoftware The ‘as-a-service’ modelhaspreviously beenadopted by needs ofindividualcustomers. offering integrated solutionsthatare mobility tailored to the of withtheobjective to theprovision ofpassengertransport, principles conditions. appliesthesesameservice-based MaaS tocustomisation, thefirm’s subject requirements andmarket degrees and ofscalability firms, withvarying manufacturing to services operation, warehousing andtransportation logistics providersCurrently offer third party integrated ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 19 BACKGROUND AND CONTEXT ITS AUSTRALIA 20 MAAS – WHAT DOES IT DO AND WHERE IS IT? ITS AUSTRALIA internationally. inAustralia sector inthe public andprivate and experts ecosystems matter developedof similarMaaS by subject AustraliaMaaS whichisbroadly representative ofanumber Figure componentsasdeveloped by 3illustrates thesekey offerings we reviewed. included atthisjunctureoruniversally found intheMaaS customers, are they guaranteed to notnecessarily be tools, andwiththesebeingincreasingly by expected as real-time information, trip travel incentives, personalisation providers offerWhile MaaS typically additional features, such to theprovision ofMaaS. as necessary systems, andinformation andcommunicationtechnologies across different operators, payment andticketing transport Alliance(2017) thatregard(2017) andMaaS integration et al. andMatyas (2016), König (2016),Kamargianni Kamargianni definitionsproposedOurs buildsonearlier by and payment. an integrated digital platform for planning, booking operated by providers, different service mobility through owned and modes andservices, multiple transport systemsMaaS offer customers personalisedaccess to adopted thefollowing definition for this report: we have papers,interviews, andstakeholder industry based onacomprehensive review ofacademicstudies, could offer customers. intheseassessmentsand Factoring couldbeandwhatit amount ofconsensusonwhatMaaS emerge (Smithetal., 2017)there isofcourseasubstantial While auniversally agreedMaaS is yet upondefinitionof to – 4 MaaS What doesitdoandwhere isit? ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 generally a key component. generally akey asessential, butarangeofmodaloptionsis of transport mode access MaaS doesnot view to aparticular definition of services. The orpoint-to-pointtransport services transport may justasthey ormay notincludeaccessto public services, or may notincludeaccessto theseadditionalon-demand etal., systems maythe timeofoperation(Brake 2004).MaaS routeand theexact isusuallyfinalisedclose toto betaken are flexibleinthe routes take thatthey services On-demand services. sharing and ride suchastaxis services, fully flexiblepoint-to-pointtransport operatinginmetropolitan regions networks and transport suchasmostpublic services, schedule publictransport fixed thatfallbetween route andfixed Services transport. may beviewed asanintermediate form ofpublic services transport on-demand While notto beconfusedwithMaaS, etal., (König 2016). ofgoodsdelivery context problemshelp address inthe firstandlast-mile connectivity Europe, Urban particular, systems 2017).In could (JPI MaaS could beanadditionalsellingpointto potential customers argued theintegration of passenger andfreight transport isinteresting toIt reflectthoughonsomestudiesthathave we willbelimitingourattention only. toreport thiscontext andfor ofthis thepurposes ofpassengertransport, context The provision hasbeenmotivated largely ofMaaS inthe customers foraccess to transport Integrated andpersonalised customer interface and payment withasingle planning, Seamless booking providers operated by multiple owned and Services journeys customer needsfor options to suit transport Multiple

Table ofexistingproducts indicative matrix oftherangeoptions;a sample ratherthananexhaustive list. 2:MaaS Mobilite Compte Mate and Ride Choice PostBus myCicero Didi HelloGo Shop Mobility EMMA WienMobil Moovel Whim UbiGo system MaaS France Mulhouse, ZealandNew Queenstown, and Auckland Switzerland across Nationwide across Italy Nationwide China Netherlands Utrecht, Germany Hannover, France Montpelier, Austria Vienna, Germany Hamburg, and Stuttgart UK Midlands, Finland; West Helsinki, Sweden Gothenburg, region Service parking long rentandbike bike bike-share, street parking, car-share, on- carpark, Local publictransport, cycling) and modes (walking shuttles, transport active providers, water taxis, Buses, taxis, ride-share national publictransport Local, regional and and carparking national publictransport Local, regional and bike-share and Ride-share and bike-share carrental, taxi transport, and nationalpublic local,Selected regional share and taxi car- national railservice, Local publictransport, parking and bike bike-share street parking, car-share, on- carpark, Local publictransport, and bike-share car-share, taxi,carpark Local publictransport, taxi andbike-share national rail, car-share, Local publictransport, car rental andtaxi Local publictransport, and bike-share car rental, car-share, taxi Local publictransport, offeredModes ITS AUSTRALIA

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modes Full integration across fieldinformation ski destination, real time comparisons, ETA to cost estimates and inadvance, booking time information, planning andreal- Personalised modes Full integration across across modes Partial integration modes Full integration across modes Full integration across modes Full integration across modes Full integration across modes Full integration across modes Full integration across modes Full integration across modes Full integration across Planning MAAS IN AUSTRALIA 2018 across modes integration Full across modes Integrated across modes integration Full across modes integration Partial across modes integration Full across modes integration Full across modes integration Partial across modes integration Full across modes integration Partial across modes integration Full across modes integration Full across modes integration Full Booking Pay-as-you-go months six within next launching payments trial the platform, providers to use customers or No charge for Pay-as-you-go Pay-as-you-go Pay-as-you-go Pay-as-you-go Pay-as-you-go subscriptions and yearly Fixed monthly Pay-as-you-go Pay-as-you-go subscriptions monthly go andfixed Pay-as-you- with top-ups subscription, monthly Personalized model Payment partnership private Public- and funded led sector Public Public-led Private-led Private-led Private-led partnership private Public- partnership private Public- Public-led Private-led Private-led Public-led Governance

21 MAAS – WHAT DOES IT DO AND WHERE IS IT? ITS AUSTRALIA 22 MAAS – WHAT DOES IT DO AND WHERE IS IT? ITS AUSTRALIA the SBBGreen doesnothave Pass asingle package mobility andadditionalbenefits. However,maintenance services; with supporting bike, caroraStromer ST2electric electric programs; annual possessionofeitheraBMWi3bike-share membershipsandvouchers to car-sharerail services; and Switzerland. offers unlimited access Theto national service Green Passin currently beingtrialled package, mobility Anotable exampleistheSBB access to bundledservices. Relatedly, providers thatoffer there are service mobility to owned additional privately andoperated services. cards, withaccess smart morepublictransport function like integration islimited at best. or payment andICT They donothavetypically adigital platform for planning, booking France’s railway company). nationalstate-owned These services Germany, offered packages andasuiteby SNCF, ofmobility Radiuz Total inthe Netherlands, Switchh inHamburg, Mobility (see, for example, services theNS-BusinessCardmobility or to multiplelocal, regional andnationalpublicprivate thatprovide customers card access services smart transport metropolitan regions already worldwide have oneormore do not,by themselves, systems. constitute MaaS major Most services systemsIntegrated for ticketing multipletransport MaaS ecosystem developed by Mobility as a Service Figure asaService ecosystem developed 3:MaaS by Mobility ITS AUSTRALIA |

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as aService. as, better described perhaps ofMaaS, applicability Transport potential the to capturerange ofofferings inthemarketplace ecosystem, itisalsousefultoof afullMaaS review the full to have agenerallysharedWhile important understanding orbike-sharing. options, generallyride-sharing considered integration additionalmodal ofoneortwo integration. would more be likely These services to include atleastmulti-modalaccessandpayment definitionthemselves asofferingMaaS, butwithinastrict thatdescribe internationally There are otherservices example, Jittrapirom etal., 2017). as Qixxit, TransitApp intheirdiscussion(see, for andOptymod system either. Previous such reviews have includedservices andnavigation systems donotconstitute aMaaS services planners,Standalone journey real-time travel information inthisreport. as suchare notrecorded services asMaaS integration and orpayment platformticketing andnoICT Australia. potential pathways. developed Australia by MaaS andillustrates someofthese Australia. Figure ecosystem 3isausefulschematicofMaaS systems in MaaS towards thedevelopment offullservice asusefulstepping stones canserve and services systems These examples are valuableto considerasmany ofthese operated by thecompany. were provided owned privately and by theservice transport Also, sharing, allmodesof shuttlebusandvaletservices. bike year runfrom 2013to 2015,withlimited accessto additional largely company operated itstwo- asacarsharing during but mobile application, into oneon-demand services mobility Teslas to date. The company proposed to merge different commonly for ordering 100 Teslas, thesinglelargest order of same appliesto Las VegasThe SHIFT, start-up most known goals to offer access to abroader services. suite ofmobility providers with service Netherlands, sharing currently ride and These otherplatforms includeBeamrz Tuup inthe ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 and services onoffer,and services needs. asbestmeetstheirmobility modes purchaseselectively accessto asubsetoftransport providersmost current MaaS allow potential customers to et al., 2017;seealsoKönig 2016).As aconsequence, solutionsforcustomised mobility theusers” (Jittrapirom placedon through theimportance “need-based and MaaS. Their visionhasbeenechoedby subsequentstudies ofhisconceptualisation customer needsattheheart in thedesignofferings.Hietanen (2014)placed ofMaaS studieshaveSome emphasisedtherole ofcustomisation inpredefined geographicprovide areas. services multiplebusand/orrailoperators to contracts body typically whereas primitiveversions ofMaaS, asingleapexgoverning themselves may beviewed services existing publictransport 2017).Most anywhere andMatyas, (Kamargianni intheworld to ofresidence, customers notjustintheircity but services where providers MaaS the provision services, offer ofmobility been credited withintroducing theconceptof ‘roaming’ to thisregard, In has MaaS services. andcarparking transport in Italy, offers access to local, regional andnationalpublic myCicero,the otherendofspectrum, provider aMaaS operatingwithinthe city. At services sharing taxi, andbike carsharing, car offersrental, publictransport, access to urban inGothenburg, Sweden since2014, services been trialing significantly. For exampleUbiGo,MaaS provider a thathas the geographic area may differ acrossMaaS providers, often andthesize of modesincludedintheservice The transport different modesare blurred ordisappearcompletely.” transport reflecting theneedsofcustomers. between The boundaries cooperative, interconnected ecosystem, providing services concept, asa sector visionisto seethewholetransport “The inhisseminalpaperthatfirstintroduced(2014) writes the operatingwithinagiven geographic area.services As Hietanen provider thatoffers access to themany different transport Central isthecreation to theconceptofMaaS ofasingle 4.1 Mobility –mode-share 4.1 Mobility 23 MAAS – WHAT DOES IT DO AND WHERE IS IT? ITS AUSTRALIA 24 MAAS – WHAT DOES IT DO AND WHERE IS IT? ITS AUSTRALIA different mobility services. different services. mobility usageof basedonactual model billscustomers periodically with acar-share orcarrental service. The pay-as-you-go andafixed numberofhours ortaxiservice, with aride-share kilometres afixed numberof services, publictransport urban suchasunlimited accessto services, amount ofmobility customers to pay monthlyfees for accessto apredetermined services. as-you-go modelrequiresThe monthlysubscription plansmay beofferedMaaS orpay- asmonthlysubscriptions providers asseamlesspossible. modes andservice travel intermodal to make across thesedifferent transport usually have theirown independentsystems. aims MaaS such ascar-share, car rental, ride-share, taxiandbike-share, providers,systems. Private offering service services mobility providers withdifferentservice andpayment ticketing in Australia have andworldwide multiplepublictransport metropolitan Most central componentto regions MaaS. An integrated andpayment system ticketing isthesecond not yet integrated into asingletool. multimodal, andplanningfunctionalities withtheticketing andplanningtools areticketing notfullyintegrated or providers, suchasUber. However, atthispointintimemost service include additionalinformation from transport private nationwide that offers planningservices Maps journey plannerfor andSydney,journey Melbourne andGoogle TripView developed publictransport isapopularthird-party planners available inAustralia aswell. South Wales. Similarly, there are many multimodaljourney Central regions Coast, andtheHunter andIllawarra inNew operatinginSydney, services theBlueMountains, transport canbeusedto paythe Opalsmartcard for travel onallpublic integration. ticketing Forlevel ofpublictransport example, metropolitanMost regions inAustralia already have some 4.2 Ticket andpayment integration ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 if customer expectations canbe moderatedif customer appropriately. expectations off-peak travel, provide auseful tool to managecongestion schemes, suchasroad congestioncharge orincentives for withdynamictravelIntegration demandmanagement (Blythe2004). andpublictransport of road tolls, parking Greece, offered road userselectroniccards for thepayment Electronic Payment For Transport) IIproject in Thessaloniki, providers. For example, theADEPT(Automatic And Debiting modesand service could beintegrated withothertransport might beusedby future providers. cards MaaS Existing smart metropolitan regions, cards asprototypes forthat smart serve operatingintheirrespective services to publictransport thatoffer inMelbourne, accessQueensland andthemyki as theOpalcard inSydney, thegocard East inSouth card technology. cards,smart such smart Public transport andpaymentTicket integration enforced istypically through patronage followingtransport theintroductionof WHIM. inpublic showing anuptake withHelsinki some jurisdictions, There usagein hasbeenanincrease inpublictransport studied orintroduced inisolation” (SESR,2004). because integrated schemeshavepartly apparently notbeen leadsdirectlyto patronageticketing orrevenue increases, reports, “no conclusive wasfound evidence thatintegrated For example, theScottish Transport Research Planning Group are notasenthusiastic. 2012).Others (Sharaby andShiftan, and Matas, 2004),andasmuch25percentinsomecases (see, term for example,cent intheshort Abrate etal., 2008 patronage by canincrease 2to 5per public transport services integrated andpayment systems ticketing for publictransport on patronage are unclear. studieshave Some found that andCeder,to Chowdhury 2016).However, itsimpacts review ofthebenefitsintegration, the reader is referred (forand convenience arecent oftransfers services between canleadto improvements inboththecost services mobility An integrated andpayment system ticketing across different for accessto real-time information. 2012). However, studiesdiffer oncustomers’ willingness to pay for example, etal., Brakewood 2015and Tang and Thakuriah, patronage of1toincreases 2percent(see, inpublictransport studies have modestbutstatisticallysignificant even reported travel timeutilisationandgreater Some customer satisfaction. better perceptions ofwaitingtimes, increased ease-of-use, usehave beenwell studied.transport include Benefits reduced location, etc. ofreal-timeThe impacts information onpublic updates delays, based ontrafficincidents, network current plannersmay bedynamic,Journey i.e. offer they real-time tested withabroader samplegroup. andnotyet thatalready usetheservice, study participants However,the service. theirfindingsare basedonasubsetof used timethey was willingto pay at least€0.80($1.23)every planner,journey andfound that40percentofthesample 425usersof surveyed WISETRIP, multimodal aninternational information thuscollected. For example, Zografos etal. (2012) associated withthe and to decrease theuncertainty time andeffort required the information,to collect relevant toplanners findtheirbenefitslieinability reducethe Evaluations ofexistingmultimodaljourney of transport. may involve trips selected transfers different between modes planners may bemultimodal, i.e. recommended routes for differentselect modesoftravel for a given journey. Journey plannersallow customers toJourney visualise, compare and the reader isreferred to Esztergá andCsiszár(2015). r-Kiss For arecent plannersandrelated review ofjourney services, calendar, etc. etal., report, (Jittrapirom 2017). travel history weather forecasts, synchronisation withpersonalactivity aswell, suchas inclusion ofadditionalinformation services Grotenhuis etal., studieshave 2007).Some argued for the and behaviours ofeachcustomer (Chorus etal., 2007and thatare personalisedto theneeds time information services platform and thatoffers planning,real- journey booking particular, In thereMaaS. isunmetdemandfor anintegrated single digital platform isthethird essentialcomponentto providers through a service modesandmobility transport information across differentThe integration ofservice-related technology (ICT) anddata platforms technology (ICT) 4.3 Information andcommunication ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 of these services to customers. of theseservices Personalisation canincrease andcontextualisation thevalue commute orarecreationalmorning theweekend. during trip recommendations are foron whetherthey seeking their For example, customer preferences may vary, depending context. personalised to boththeindividualandtrip recommendations fromplannersto beautomatically journey (2014)findsthatmostcustomers expect Stopka interviews, Based onareview ofpaststudiesandfocus group Fostieri, 2012). etc. (see, for and etal., example, 2014andSpitadakis Jakob system, preferencesthe localtransport for timeandcost, with distances,destinations, familiarity maximalwalking andindicatedon pasthistories preferences, suchasfavourite planners offer journey Most tools for personalisationbased information providers. by MaaS The samesentimentmay applyto theprovision ofsimilar provider 2000). atnocost(Neuherz, service public transport for shouldbeprovided information expect thatthey by the trip.” have argued Others thatcustomers are unwilling to pay for price the 5-20%oftheticket between to lieinaninterval of real-time information systems atstops andstationsseems (2007)conclude, andKottenhoff question, Dziekan “the value theirreview ofprevious researchIn thathasexaminedthe 25 MAAS – WHAT DOES IT DO AND WHERE IS IT? ITS AUSTRALIA 26 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA is parked for aroundis parked 96%ofthetime. of Motor Vehicle Use’ by DataCubes findingthe average car to bethemostunderutilised,also mostlikely withthe ‘Survey expensive Australians own andpay ongoingcostsfor, while Contrarily, oneofthemost thisisboth anassetthatisoften Australians believe itcoststhem $5,000orlessperyear. 2012 theNationMoving’‘Keeping that8outof10 reports a carisaround $12,000eachyear whereas theRAC Foundation there are 2carsperhouseholdandtheaverage runningcostof 2013 OperatingCosts Survey’‘Vehicle assessthatonaverage theRAC costsby alarge factor; their householdtransport WA indicate customers underestimate customerMultiple surveys vehicles.costs ofmaintainingprivate underestimating theaggregate operationalandday-to-day be routinely miscalculated, withcustomers consistently to costsisknown understanding ofhouseholdtransport anddataavailable current customer Through existingsurveys ownership andpublictransport. andattitudesto driving for reference. These includedcurrent travel behaviours, car arangeofattitudinalquestionsto establishdatapoints asked MaaS models we and offered transport for bothon-demand were thediscrete considering the survey choicemodels To inwhichrespondents better understandthecontext to 5 Perspectives –Customer responses Figure modeuseacross 4:Average sample. transport ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 adapted from etal. Kamargianni (2018). and carsharing. Many ofthesestatements have been attitudes across thesampletowards driving, publictransport are theleastpopular.and bike-share Figure 5plotsaverage carrental, are themostpopular; car-sharepublic transport of different modesacross and thesample. Driving, walking modeuse, Figure oftransport terms In 4plotsaverage use stickbeingthemostpopular(5percent). with walking device,9 percentofthesampleusessomeform ofmobility household, and13percentofthesampleowns amotorcycle. is licensedto drive withameanownership level of1.6carsper ofcurrent terms travelIn behaviour, 90percentofoursample whole aswell astheindividual. into positive growth anddevelopment thatwillbenefitthe for changing behaviours andattitudescouldbeleveraged offer asthey insightas in thisreport to where opportunities Consideration ofthedrivers ofthischangeandothersare key offer anew andpublictransport. version ofbothprivate (with many householdshaving more thanonevehicle) and to from leverage thatshift ubiquitous carownership private but thedatashow thisischanging. There isanopportunity attachment to theircarsisconsidered to beaculturaltrait, Historically, Australians’ vehicles usageofprivate andpersonal Figure 5:Attitudes across towards andcarsharing sample. driving, publictransport ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 27 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 28 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA services, suchasMaaS. services, systems and widespread publictransport adoptionofnew to carownershipprivate the couldbeapotential barrier operation. Differences andperceived actual between costsof spendoncar ownership, they much money maintenance and these figures indicate thatmostindividualsunderestimate how Given that93percentofoursampleowns atleastonecar, sized carsuchastheHoldenCommodore. Celerio, uptoas theSuzuki around $200perweek for alarge from aslittle$100perweek forcan vary amicro carsuch findsthat average costsofcar ownership ownership survey RAA’s comparison, less than$150.In 2017costofvehicle costsof weekly 80percentofthesamplereports Roughly androad orcar-share,tickets, taxisandride tolls, etc. parking car fuel, insuranceandregistration fees, public transport household travel expenditure across thesample, including Figure weekly ofself-reported 6plotsthedistribution of use. andtheirlow propensity attitudes towards services carsharing concept ofcarsharing, asindicated bothby theirnegative And finally, on average,receptive thesampleisnot to the very use.not always translate into highlevels ofpublictransport do satisfaction indicating thathighlevels ofpublictransport appear to bemore positive thanthose towards driving, average lower thandriving, attitudestoward publictransport of carownership. Interestingly, useison whilepublictransport issues relating congestionandaffordability to easeofparking, aneedfor andreports carownership butisneutralon driving With respect to driving, onaverage, thesamplebothenjoys Figure household travel expenditure. weekly ofself-reported 6:Distribution ITS AUSTRALIA |

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access to thesame. be purchased thanpay-as-you-go schemesthatdonotoffer are 12percentmoreto likely services local publictransport being equal, pay-as-you-go schemesthatoffer access to demand elasticities. For example, on average andallelse model, ofthesubscription ofaverage interms function preferences for accessto differentmodes, as a transport that offered unlimited access. Figure 7illustrates customer asmuchprepaidpay-as-you-go schemestwice ofpreferences, terms In onaverage, customers preferred are to beexpected. relatively globally, new low levels ofawareness andfamiliarity currently available inAustralia andtheconceptisstill services familiar.moderately orvery As there are nocommercial MaaS familiar withtheconceptandremainder indicated being these, halfindicated beingonlyslightly Of concept ofMaaS. Only 4percentofoursampleindicated having heard ofthe were available today andhow would they usethem. schemes, theirwillingness to purchase theseschemesifthey theirpreferences withMaaS, familiarity for differentMaaS Here ofAustralians’ we provide apopulation-level summary 5.1 Population preferences for MaaS among Australian customers. modes are schemes to theadoptionofMaaS mostcritical These findingsindicate theinclusionofwhichtransport and taxisare modesthatare theonlytwo strongly preferred. schemes thatoffer unlimited access, localpublictransport have limited appeal. services Forand bike-share prepaid Car-share taxis, services. carrentals andride-share transport, the mostpopularmode, followed public by long-distance For isby far pay-as-you-go schemes, localpublictransport function ofaccessto differentmodes.function transport Figure 7:Average demandelasticitiesfor schemes, pay-as-you-go andunlimited bundledMaaS asa ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 most valuedby potential customers. provision are ofservice to emphasisewhataspects serving attributes, were asthethreesecurity ranked mostimportant fortravel increased behaviour safety andspecialservices and time information anddynamicupdates, incentives to change features inorder Access oftheiraverage to importance. real- differentfeatures.MaaS service potential Figure 8ranksthese of respondents toWe indicate theimportance survey asked 29 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 30 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA Ranked importance of different MaaS service ofdifferentfeatures.FigureMaaS service importance 8:Ranked ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 scenarios wherescenarios respondents indicated would thatthey use preferred alternative. MaaS Figure of 9plotstheproportion oftrips, ifany,indicate whatkinds usingtheir would make they For scenarios, respondents eachoftheMaaS were to asked being woven systems. into MaaS receptive to thesetravel demandmanagementstrategies feature,important indicatingthatcustomers would bevery incentive to changebehaviour” wasrated thesecondmost From acustomer standpoint, “Access reductionsas to price as real-time route optimisationanddynamicroad pricing. implement travel demandmanagementstrategies, such couldpotentiallymentioned how beusedto MaaS for thatwe thestudy interviewed A numberofexperts Figure usefor 9:MaaS different purposes. trip Figure 10:Customer preferences for provision. different modelsofservice ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 customer appetite for inAustralia. MaaS to runerrands. Overall, thesefindingsindicate considerable andfamilymembers or education,to visittheirfriends aswell,trips suchasto commute to aplaceofemployment wouldthey usetheirpreferred alternative for MaaS other That beingsaid, for oneinfive scenarios, respondents indicated services. transport relativelytrips inconvenient usingexistingpublic to make these gapsthatmake couldhelpplugservice that MaaS eatingout,goingto themovies,trips, like etc., indicating clear from thefigure, social MaaS useis greatest for one-off their preferred alternative for MaaS differenttypes. trip As is 31 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 32 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA Table 3:Predicted adoption ofdifferentMaaS schemes. personalisation features. andlarge, By ourmodelindicates integration; andaccessto bothreal timeinformation and offers fullplanning, andbooking ticketing service the MaaS model. For ofsimplicity, thesake assumethat allourscenarios schemes amongAustralian customers, aspredicted by our Finally, Table 3indicates adoptionrates ofdifferentMaaS prefer provided to seeMaaS by thegovernment directly. oversight. 20percentofthesampleindicated would they organisation, respectively,a community withgovernment prefer provided to seeMaaS by company eitheraprivate or 24 and22percentofthesampleindicated would they overseer, provider. butalsopossiblyasaservice Roughly provisionin any model, potential especiallyasan service a strong inclinationtowards thegovernment playing arole preference, thosethat didindicate aparticular Of there was per centofthesampleindicated hadnopreference. thatthey isdeliveredMaaS inAustralia. Figure 10plotstheresults. 37 We respondents hadany asked ifthey preferences for how transport Unlimited accessto localpublic andtaxis transport Unlimited accessto localpublic and taxis longdistancepublictransport transport, Pay-as-you-go accessto localpublic Pay-as-you-go accessto allmodes integration; real timeinformation; andpersonalisation features) (all schemesassumedto have fullplanning, ticketingandbooking scheme MaaS ITS AUSTRALIA $150 monthlysubscription $500 monthlysubscription $10 monthlysubscription $5 monthlysubscription costs No monthlysubscription $10 monthlysubscription $5 monthlysubscription costs No monthlysubscription |

MAAS IN AUSTRALIA 2018

and governmentinterested actors intheprovision. ofMaaS to encourageindustry inAustraliaMaaS andshouldserve reasons thatthere for may beminimalcommercial markets whohadcautionedfor various and government experts Overall, thesefindingsprovide acounterpoint to industry of $500have ahighpredicted adoptionrate of18 percent. for ahighmonthlycost andtaxiservices public transport Even prepaid schemes thatoffer unlimited access to local costs.and theirmonthlysubscription offer modesthatthey access to depending onthetransport have apredicted adoptionrate 30and46percent, ofbetween modes schemes thatoffer pay-as-you-go access to transport that thereMaaS in MaaS isdefinitelyfor Australia. amarket

population that would purchase Predicted share ofAustralian scheme 17.4% 18.1% 29.4% 31.8% 35.8% 37.0% 39.5% 45.9% $500, offers full planning, ticketing and booking integration,$500, offers fullplanning, andbooking real timeinformation, ticketing andpersonalisation features. atamonthlycost of would purchase scheme thatoffers andtaxiservices, aMaaS unlimited access to localpublictransport Table 5:Predicted ofresidents livinginmetro, proportion regional andremote areas across different that states and territories integration,offers fullplanning, andbooking real timeinformation, ticketing andpersonalisation features. would modes, purchase schemethatoffers costs, hasnomonthlysubscription aMaaS pay-as-you-go access to alltransport Table 4:Predicted ofresidents livinginmetro, proportion regional andremote areas across different that states and territories time information andpersonalisationfeatures. integration; andoffersplanning, andbooking ticketing real cost;hasfull hasa$500monthlysubscription taxi services; scheme offers and unlimited access to localpublictransport time information andpersonalisationfeatures. The second integration; andoffersplanning, andbooking ticketing real costs;hasfullto allmodes;hasnomonthlysubscription schemes. The firstschemeoffers accesspay-as-you-go adoption rates across states andregions for MaaS two by state andregion. particular, In we compared predicted We examinedhow customer preferences for vary MaaS Australian Capital TerritoryAustralian Tasmania Territory Northern Western Australia AustraliaSouth Queensland Victoria WalesSouth New State/Territory Capital TerritoryAustralian Tasmania Territory Northern Western Australia AustraliaSouth Queensland Victoria WalesSouth New State/Territory 5.2 MaaS preferences by geography ITS AUSTRALIA |

18.7% 15.4% 13.7% 16.9% 16.6% 18.7% 49.0% 41.5% 39.3% 44.0% 44.7% 48.0% Total Total MAAS IN AUSTRALIA 2018 NA NA NA NA states, especiallyfor pay-as-you-go schemes. inmetropolitanMaaS regions appearsto besizableacross all and Sydney. However, by andlarge, for thepotential market for pilotswould Canberra beMelbourne, MaaS good markets Australia Australia. andSouth Across metropolitan regions, Territory have than biggerpotential markets Western South Wales, QueenslandandtheAustralianVictoria, Capital down across thestates andterritories. Onaggregate, New cent. Table 4and Table 5show how thesenumbersbreak scheme hasanationalpredicted adoptionrate of18.1per predicted adoptionrate of45.9percent,andthesecond onReflecting Table 3thatthefirstschemehasanational Metro Metro 18.7% 15.6% 16.0% 16.9% 19.7% 18.1% 49.0% 42.2% 45.4% 45.8% 49.2% 47.5% NA NA NA NA Regional andRemote Regional andRemote 14.7% 16.9% 10.8% 20.2% 39.5% 28.4% 41.7% 36.3% 49.3% 9.4% NA NA NA NA NA NA 33 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 34 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA embrace this new paradigm of transport service provision. service paradigmembrace thisnew oftransport these regions are more willingthantheaverage Australian to pilots,the launchofMaaS analysisindicates thatresidents in regions mightnotbelarge enoughto commercially support North West South New Wales. While thepopulationsinthese Englandand basin;andminingcommunitiesinNew Murray agricultural communitiesinthe regions surrounding Sydney; regional andexurban communitiesinthefarwest suburban South New Wales andsouthofSydney; coastline, bothnorth potential interest for regional MaaS: communitiesalongthe suggesthigh The following communitiesinparticular purchase ifitwere MaaS available today. that anAustralian livinginthatgeographic area would geographic areas,particular to provide predicted probability sample andtheAustralian population,andaveraged over schemes, reweighted to adjustfor differences our between today. These probabilities were averaged over allMaaS respondent would purchase theschemeifitwere available choice modelsto predict theprobabilitythataparticular corresponding to Table 4and Table 5andusedthediscrete respondents, schemes MaaS to includingthetwo survey schemesthatwere allpossibleMaaS described shown drawing uptheseandothermapsthatfollow,In we would purchase differentMaaS schemes, shown in Figure 11. South New Wales residents across different regions that more detailthrough of aplotofthepredicted proportion than theirmetro counterparts. We examinethisfindingin percentage products ofacceptancethepotential ofMaaS inregionalRespondents South New Wales indicated ahigher ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 particular couldbemore productive settingsfor trials.particular early and conclude definitively whichneighbourhoods regions in regional South New Wales. However, more dataisneededto of area (Figure EastQueenslandand parts ofSouth 14),parts metropolitan area (Figure metropolitan 13),theMelbourne demand for across MaaS muchoftheGreater Sydney sample sizes. As such,findingsare indicative ofpotential adoption rates for theentire state, duesimplyto smaller are to greater subject thanpredicted samplingvariance adoption rates or specific to aneighbourhood region More generally, thereader shouldnote thatpredicted for intheregion. MaaS market unattractive or attractive no singlearea standingoutasaparticularly Compared to Sydney, demandismore evenly spread, with East Queenslandresidents thatwould purchase MaaS. Similarly, Figure ofSouth 12plotsthepredicted proportion if itwere available today. Figure 11:Predicted South ofNew proportion Wales residents across different regions that would purchaseMaaS ITS AUSTRALIA |

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35 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 36 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA purchase ifit were MaaS available today. Figure 12:Predicted EastQueenslandresidents ofSouth across proportion different regions that would ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 if itwere available today. Figure 13:Predicted ofSydney residents proportion across different that would purchase neighbourhoods MaaS ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 37 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 38 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA if itwere available today. Figure 14:Predicted of proportion residentsVictorian across different regions that would purchaseMaaS ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018

Figure 15:Predicted adoptionofdifferentMaaS models. the converse istruefor individualsmostwillingto useMaaS. where carownershipthat private live. isanecessity they And open to theideaofcarsharing, andare moreto report likely intheir localneighbourhoods, are generallynot services haveto useMaaS lower assessmentsofpublictransport unwillingindicators ofwillingness Individuals to useMaaS. asexcellent serve modesandservices existing transport Current oftravel patterns behaviour andattitudestowards to useMaaS. more educated andemployed individualsbeingmore likely strongly correlated withwillingness aswell, to useMaaS with most unwilling Education to andemployment useMaaS. are contrast, olderindividualswhosechildren have homeare left without children athome, are In farmore to useMaaS. likely aged individualswhoare withor eithersingleormarried, correlated withageandlife stage. cycle Young andmiddle- particular, In willingnessto is beobserved. to useMaaS goingfrom there to right, left areIn several generaltrends carasamodeoftransport. dependence ontheprivate their decreasing willingness andtheirincreasing to useMaaS travel behaviour. The personashave beenordered of interms sociodemographic profiles andtheircurrent of patterns oftheirpreferencesterms andattitudestowards their MaaS, discrete choicemodelin Table 6,basedondifferences in We summarize thefive different personasidentified byour customer5.3 MaaS personas ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 the service ifit were today. available inthemarket the service andhaveconcept ofMaaS shown astrong willingness to use receptive are devices to very thedependence onmobility with highrates ofmotorcycle ownership andpeoplewithhigh shown infigure 16,individualswithhightravel needs, those as based oncurrent travel behaviour particular patterns. In forOur modelisableto MaaS, identifymultiplenichemarkets and acceptanceofMaaS. mechanismfor increasingand useisanimportant interest in more aware ofthemarginal carownership costsofprivate customers The findings two together suggestthatmaking our sampleunderestimate travel expenditures. theirweekly as waspreviously detailedinFigure 6,thatmostindividualsin are they tolikely useMaaS. consideration This isanimportant T he higheranindividual’s perceived travel costs, themore 39 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 40 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA Figure 16:Personas to ofcustomers purchase by demographic MaaS. andliklihood ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 Table ofdifferentMaaS customer personas. summary 6:High-level costs travelreported Average self- attitudes behaviour and Current travel Demography MaaS use MaaS Geography MaaS Attitudes towards probability purchase Average MaaS population Australian Share ofthe Likely to useforLikely all college educated, MaaS couldhelpreduceMaaS cardependenceandownership children athome More likely to be More likely high motorcycle ownership, high employed, have $185 percapita use of mobility use ofmobility younger, male, Evenly spread Personalisers across metro, remote areas travel needs, regional and High overall High 87 percent 14 percent Persona I: per week ITS AUSTRALIA devices travel household income Most likely to use for one-off socialtrips to usefor likely Most one-off More likely to liveMore likely Negative opinion be middleaged, use; opento car $121 percapita female, college educated, high ownership and in metro areas More likely to More likely of private car of private 51 percent Socialisers Persona II: 7 percent per week sharing |

MAAS IN AUSTRALIA 2018 household income with parents, high college educated, More likely to liveMore likely Negative opinion More likely to be More likely single andliving use; opento car $136 percapita ownership and in metro areas of private car of private 33 percent 17 percent esn III: Persona per week Roamers sharing $98 percapita college educated, More likely to liveMore likely older, female, not infrequent useof Low opinionand More likely to be More likely public transport public transport and carsharing in regional and retired, empty MaaS unlikely to have unlikely effectMaaS oncar remote areas 22 percent esn IV: Persona 2 percent Planners dependence orcarownership nesters week - educated, retired, older, notcollege More likely to liveMore likely infrequent useof Low opinionand More likely to be More likely public transport public transport $107 percapita and carsharing in regional and empty nesters empty remote areas 41 percent Persona V: Car lovers 1 percent per week - 41 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 42 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA passengers. haveonly whetherornotthey to share thevehicle withother find customers to besensitive to thenumberofpassengers, 0and10. However,passengers between ourmodeldidnot thepotential numberofother varied scenarios transport thattheon-demand Recall other passengers:$0.28perkm. are willingto pay mostto avoid avehicle sharing with choice model, estimated usingthecustomer data.Customers attributes, asmeasured by adiscrete services on-demand Table 7listsaverage customer willingness to pay for different before. hadusedsuchasservice per centsaidthatthey and3 cent indicated transport, having heard ofon-demand oursample, 9per Of transport. customer dataonon-demand findingsfrom we ouranalysisofthe report thissection, In Transport Table attributes. 7:Customer service willingness to pay transport for on-demand Table 8:Predicted services. usagerates ofdifferent transport on-demand ODT service service Have door-to-door inreal ODTBook time service Willingness to pay to beableto… and door-to-door service and door-to-door real nosharing; timebooking; Melbourne); (comparable in to UberXprices $1.15 perkm Avoid avehicle sharing route fixed schedule fixed noreal Sydney); sharing; timebooking; (comparable to busfares in $0.70 perkm and door-to-door service and door-to-door real no sharing; timebooking; $0.30 perkm; 5.4 Population preferences for On-Demand ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 Daily 11% 5% 4% in advance. severaltime, hours asopposedto having to booktheservice inreal to beableto booktheservice a nominal$0.10perkm Finally, usedtheservice. actually customers are willingto pay might onlybecomeapparent to customers have oncethey andthatthevalueofflexible routes andschedule of services this may bedueto withthesetypes customer inexperience flexible routes and/orflexibleschedules. Again, wespeculate However,service. we didnotfindany willingness to pay for Customers are for willingto door-to-door pay $0.17perkm have usedsuchaservice. actually changeoncethey mightlikely attributes service to particular andtheirsensitivity transport withon-demand experience however thatmostindividualsinoursamplehave noprior travel times).Note ofdoor-to-door interms level ofservice, asaproxy for with(asthatnumberserves to share theservice potential mighthave numberofotherpassengersthatthey state, whichfound customers to bemostsensitive to the Transport inthe Roads, following trials andMain on-demand This findingdiffers from studiesconductedbyQueensland Few timesaweek $0.17 perkm $0.10 perkm $0.28 perkm Amount 12% 11% 20% is shared withdidnothave astatistically Number ofpassengersthatthevehicle No preference fixed between route fixed schedule services andflexible fixed schedule services Few timesa route flexiblescheduleservices month 23% 21% 18% Predicted usage significant effect Rarely orneverRarely Comments 61% 65% 51% - certain trips. certain Figure to make where 17:Proportion ofscenarios transport respondents would use on-demand socialtrips. greatest for one-off different useis purposes.MaaS, on-demand trip As with forindicated would thatthey usetheproposed service where ofscenarios respondents12 plotstheproportion shown to themacross scenarios. Figure services on-demand We respondents asked how, ifatall, would they usedifferent use. on-demand of determinant costisultimately themostimportant service, while customers are for willingto pay extra improved level-of- any commercial viability, to underscore thefigure that serves While we don’t intend to explore potential businessmodelsor afew timesaweek ormore. tobe expected usetheservice significantly larger 31percentofthenationalpopulationcan a costof$0.30perkm, asUberX,butatafractional of-service Finally, thatprovides thesamelevel- service for anon-demand demand services. on- andpublicbus-like for services UberX-like on-demand Note thatourmodelpredictsrelatively similarlevels ofusage afew timesaweek ormore. toexpected usetheservice roughly 15percentofthenationalpopulationcanbe andoffers comparablelevel-of-service, public busservices, thatcostsroughly thesameas For service anon-demand few timesaweek ormore. a tothe nationalpopulationcanbeexpected usetheservice roughly 17percentof and offers comparablelevel-of-service, For thatcostsroughly thesameasUberX, services. aservice as predicted by ourmodelfor different potential on-demand Table 8highlightsusagerates across thenationalpopulation, ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 predicted probability ofpurchasing MaaS. persona, i.e. Car-lovers, whichhave anearzero average MaaS frequently to belongto isalsomostlikely thefifth least services the personapredicted to useon-demand average predicted probabilityofpurchasing Similarly, MaaS. MaaS persona,i.e.first Personalisers, whichhave ahigh most frequently are to belongto alsomostlikely the transport The personaspredicted two to useon-demand employment. age andlife stage, andadecline ineducationand cycle in goingfrom there to right, left isaclearprogression in personas.MaaS Many ofthedemographic trends are similar: These customer personasare strongly correlated withthe services. ofuseon-demand frequency have beenordered oftheirdecreasing interms average different personasidentified byourmodel. Thepersonas oftravelpatterns behaviour. Table 8summarizes thefive theirsociodemographic profiles andtheircurrent transport, on differences oftheirpreferences in terms for on-demand to segment thepopulationinto different personas, based usethatallowed us transport choice modelsofon-demand customer data was usedto estimateThe discrete on-demand On-demand 5.5 On-demand customer personas to runerrands. family membersand and their friends education, to visit of employment or commute to aplace to use theservice that theywould one infive scenarios indicating for roughly with respondents purposes, other trip to usefor MaaS use isrelatively similar transport On-demand 43 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 44 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA Table customer personas. ofdifferent transport on-demand summary 9:High-level ODT Attitudes towards MaaS personas MaaS Correlation with Geography attributes service to Sensitivity Demography transport use transport On-demand population Australian Share ofthe home; low income; ODT couldhelpreduce cardependence disabled; residents to pay for door-to- Highly likely to be in MaaS personaI,i.e. to beinMaaS likely Highly and remote areas of outer regional employed; male; High willingness High have children at ($0.58 perkm) Young; highly door service door service Innovators 3 percent Persona I: educated; ITS AUSTRALIA Daily Proportionally spread across metro, regional andremote areas to pay for avoiding and carownership Few timesaweek MaaS enthusiasts MaaS income; disabled sharing avehiclesharing High willingness High educated; male; Early adoptersEarly ($0.36 perkm) Young; highly have children at home;low 10 percent Persona II: |

MAAS IN AUSTRALIA 2018 ODT couldhelpreduce cardependence Few timesamonth Not very sensitive Not very residents ofinner Potential early city areas;city high to any service to any service Middle aged; Middle Persona III: No strong correlation withMaaS 9 percent attributes majority incomes incomes; residents High sensitivity to sensitivity High children athome; and remote areas of outer regional Few timesayear young; median Potential late 20 percent Persona IV: Don’t have personas majority costs Potential laggards i.e. cardependents Old; retired; empty in MaaS persona in MaaS V, to pay for door-to- Highly likely to be likely Highly college educated; remote residents High willingness High dependence or Rarely orneverRarely ($0.69 perkm) belong to this high incomes more to likely Regional and ODT unlikely door service door service to affect car nesters; not 58 percent Persona V: ownership persona identified by theanalysis. too willemerge fromother cohorts theremaining personas becomeavailable to customers, thatthe itislikely services evolves andasmore market oftheseAs theon-demand Adoptersalmost identicalto andEarly theInnovators cohorts. particular, personasis In two thesize on-demand ofthefirst For reference, Figure 18shows thedifferent cohorts. by theinnovationdescribed diffusionprocess (Rogers, 2010). consistent withthesize ofdifferentas adoption cohorts Finally, thesize ofthefive customer personasis remarkably orange indicate therelative ofthecustomers surveyed. technology adoption curve Figure by theinnovation asdescribed 18:Thediffusionprocess technology adoptioncurve, (Rogers, 2010). Figures in ITS AUSTRALIA

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highlighting itsbenefits to thewidercommunity. adopters couldleadthecharge theearly forsimilarly MaaS transport, toothey couldbepersuadedto useon-demand forcycle otherinnovations hasdemonstrated inthepast, as thetechnology adoption be willingto usesuchservices, while alarge share ofthenationalpopulationmay notyet asapositive reminder that These findingsshouldserve 45 PERSPECTIVES – CUSTOMER RESPONSES ITS AUSTRALIA 46 PERSPECTIVES – EXPERT STAKEHOLDER RESPONSES ITS AUSTRALIA stakeholderresponses6 Perspectives –Expert it took nearly adecadetoit took achieve nearly nationalinteroperability thecaseofroad systems, toll In collection services. transport protocols are neededfor the publication ofdatafrom other schedules andassociated geographic information. Similar as thedefaultformat for releasing publictransportation industry Google, hasbeenadopted by thepublictransport the General Transit Feed Specification (GTFS), developed by providers. Forand standardsservice for alltransport example, would beto towards work anationalsetofdataprotocols noted apositive developmentchallenge. experts Some Relatedly, datainteroperability wascited asapotential thisisnotasyetsharing aformal requirement. that ofaregular customer. While there hasbeensomedata roads infrastructure for profit beyond withnofinancialimpost many businessmodels, sector private suchasUber, accessour be considered nationally. that There wasanacknowledgement requiredcontractually to share theirdata.Similarmodelscould feasible. For example, companiesare intheACT, sharing bike data isrequiredpublic sector to beopenlyavailable where to sector the private share many itsownjurisdictions data.In data policy, there isaperception itmightbemore difficult for challenges. While many operators public-sector have anopen wereData accessandsharing repeatedly cited askey more challenging. runby operators independentprivate would onlybe services integration with additional service; alocalMaaS to support itselfisnotfullyintegrated necessary totransport theextent don’t talkto eachother. For example, inmany regions, public Many referenced thecurrent statusof ‘siloed’ systems that in Australia istheintegration ofdifferentservices. transport agreed thatthegreatest experts Most challengefacingMaaS in Australia 6.1 Challengesto implementation MaaS NSW Point to Point Commissioner Barbara Wise how thedata isused, andwhosedata itis.” interestedwould bevery inhow isused, this [MaaS] commissioners everywhere that privacy “I expect

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. MAAS IN AUSTRALIA 2018 no needfor tickets. systems providetickets, andMaaS pay-as-you-go accesswith transport public to thebanks, suchthatcredit cards become system itself The otheralternative isto open-upthetransport through digital theMaaS platform. services access to transport agreements providers withMaaS to allow customers to pay for payment apps, PayPal, like third-party thathave independent Onesolutioncouldbethroughnetworks. credit cards and involvedstakeholders andthe issue ofintegrating back-end challenge, mostlydueto thenumberofcomplexsystems and Payment integration wasalsoconsidered to beapotential integration focus. willneedto beakey and travel through experience digital platforms, ticketing to succeedindelivering customers aseamlesspayment are testing thepotential to dothesamelocally. is MaaS If aswell aspilotprogramsopportunities, inAustralia that examplesofchangesimprovingsome international these to openaccesstotheir ability theseplatforms. There are agencieslimited in infrastructure, withpublictransport and for software ticketing undertaken arrangements referenceparticular madeto theprocurement andcontract providers couldprove service private challenging, with system to ticketing Opening upthepublictransport customers to optinto different levels ofdatasharing. needs.their mobility Potential schemescouldeven allow MaaS their data,suchaspersonalized recommendations to fulfil Customers couldbemadeaware ofthebenefitssharing banks, onlinesearch engines, socialmediaplatforms, etc. share somuchoftheirpersonalinformation willinglywith protocols.need for datasharing stricter Customers already information mentionedthe andeducationcampaigns. Others consensusfor throughcommunity datasharing public aboutbuilding talked customer experts adoption.Some C oncern for data privacy and cyber-security couldimpede andcyber-security foroncern dataprivacy Professor Science, ofUrban UNSW PettitChris give usyour data.” need to ofthat contribute… isyou have andpart to using this, you needto helpplanabetter city, you you’re usingthecity, theroads, your drivers are you’re“If accessing thephysical infrastructure…

emerged from ourinterviews. business case, whichleadsusto thesecondthemethat opinion, istheabsence(asyet) ofacompellingcommercial and resolve issuescollectively. The biggesthurdle, intheir are negligiblebarriers given enoughdriveto towards work cases. They mostlyagreed thatwhilecomplex,technological hasbeenoverstated of thesebarriers inmany importance to inAustralia, thedeployment ofMaaS andthatthe barriers considered thatthere are experts Some relatively few ensure customers are always connected. providers would have to to pluggapsinthe3Gnetwork platform for systems, MaaS thenMaaS become theprimary andapps devices connected example, ifsmartphones, technological gapsthatwillneedto beconsidered. For While notconsidered insurmountable, there are some of-concept. integrating asaproof- MasterCard andSydney services Ferry direction isalsoapilotprogram operatinginSydney theinvestmentto make required. Apositive step inthis substantial enoughto beviablefor financialinstitutions were Australian thatperhaps not markets interviewed payments, itwasthoughtby someexperts transport andcreditof successfulintegration cards ofbanking and While definitely feasible, asthere are examples international Executive Director, BusAssociation Victoria LoweChris feed in.” the taxis,point to points, ride-shares, alltherest ofit, ofitrightfirst, andthenhave portion [public transport] Wales, in aMyki Victoria… we needto getthat PT system. We insistonhaving anOpalinNewSouth “I really ticketing believe inanational publictransport

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MAAS IN AUSTRALIA 2018 new technologiesnew andservices. young to adultsthatare try andkeen especiallytech-savvy professionals whoare more multimodal, andmore generally, sensitive to costs,who are young urban particularly Potential adopters students couldincludeuniversity early to 66percentin2012(Delbosc, 2015). license hasdecreased significantly, from 77percentin2001 of proportion residentsVictoria under25whohave adriver’s driver’s licensehasremained steady at95percent,butthe residentsVictoria 25and64whohave agedbetween a For of thattheproportion example, (2015)report Delbosc transport. previous carasameansof generationsontheprivate 1980and2000,arebetween muchlessdependentthan studies have found roughly orthoseborn thatMillennials, that younger segments bemostopen.Numerous would likely From agreed ademographic standpoint,almostallexperts broad demographic spread. schemes, andhave a transport including taxisandcommunity modesandservices, have accessto multiplepublictransport neither too large nortoo ofsize smallinterms orpopulation, South in New Wales or Warrnambool in thatareVictoria, might bebetter trials, choicesfor suchasNewcastle MaaS early argued thatregional system. experts centres Some MaaS ofany asthebackbone view whichmany experts transport, MaaS. public These citieshave thedensitiesneededto support inwhichto introduceor Brisbane, would beidealmarkets the biggermetropolitan regions, suchasSydney, Melbourne in neighbourhoods agreed inner-city that urban experts Most 6.2 Commercial opportunities Head ofPublic Policy, RACQ Rebecca Michael both now andinto thefuture.” theneedsofmembers continue to meetandservice must realign offerings theirmobility to ensure that we by access rather thanownership. Automobile clubs underpinned transition mobility to passenger-centric aswe isnolongermeaningful public transport viewofcarownership and traditional binary “The

47 PERSPECTIVES – EXPERT STAKEHOLDER RESPONSES ITS AUSTRALIA 48 PERSPECTIVES – EXPERT STAKEHOLDER RESPONSES ITS AUSTRALIA good early test beds.good early villages, campusesandhospitalmay university be disabilities, low-income households, students, etc. Retirement These couldincludeolderadults, thosewithphysical adopters. disadvantagedaspotential early and thetransport vulnerable Relatedly, mentionedthetransport many experts with young children, individualswithdisabilities, women, etc. for,specialized services say, children, petowners, parents mightemerge over markets timethatprovideNiche all customers. facilitator wasensured to ensureandaccessibility for equity at thesametimegovernment wasfelt to beanimportant needswhile better suitthecurrent andfuture transport both offerMaaS productthatmight for aspecialised amarket There wasgeneralconsensusthatthesecustomers could needs.and othermobility operators to ensure meetfor they customers withdisabilities requirements for level ofservice requireframeworks acertain needs. andmobility Existing specific accessibility regulatory waswithregards to customers with andopportunity risk A recurrent bothasapotential issueraisedby experts, Director Service Strategy,Director Service VicRoads Jill Fitzroy therefore you’ve gotadifferent businessmodel.” on what thereal needisfor thecustomer, and “You’ll have different isolated pocketsbased

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MAAS IN AUSTRALIA 2018 proportion ofthepopulation. proportion aviablealternative for MaaS carsandmake private abigger However, CAVs couldoffer as similarlevels ofmobility thebusinesscaseforfast enoughto compelling. make MaaS may bechanging now, thepaceofchangeisnotnecessarily needs.fulfil theirmobility ofcardependence Whilepatterns to services reluctant to dependsolelyonpublictransport Australians are traditionallyattachedto theircarsandare technology asbeingessentialto thesuccessofMaaS. (CAV) andautonomous alsoviewed connected vehicleSome etc. to usesmartphones, who donothave themanualdexterity older adults, individualswhocannotread English,orindividuals individuals whocannotafford costlymonthlysubscriptions, as residents inregional andremote areas, lower-income effective for anumberofotherdemographic segments, such environments, butmay notbeappropriate and/orcost- wellwork for younger, individualslivinginurban tech-savvy asolutioninneedofproblem,far asto callMaaS whichmay would existalready.yet, orelsetheseservices went Some as the commercial casefor isnotcompellingenoughjust MaaS deployment to inAustralia, MaaS alsothoughtthatbarriers whothoughtthatthere aren’tMany oftheexperts many topatterns considerpotential benefitfromMaaS. systems, andtoo fixedwith localtransport to routine travel for systems, MaaS market localspotentially beingtoo familiar suggested mightbeagoodpotential tourists One expert Senior Manager,Senior Future Mobility, RAA Borlace Mark then itcomes withalevel ofcredibility.” enough system to recommend to ourmembers, we’ve“If lookedat itandwe believe it’s arobust

solutions, includingbutnotlimited to MaaS. investing heavily inthedevelopment offuture mobility addition,thecompanyin order is In to implementMaaS. with mostbusinessesthatwould needto beintegrated for andthecompanythe potential MaaS hasrelations market population, giving thecompany accessto alarge segment of Telstra hasasitscustomer basemore thanhalfofthenational Forof boththecustomer andbusinessmarkets. example, any system, andtheiraccesstounderlie MaaS large segments theircontrol ofthetelecom expertise, infrastructurethatwould Telecom operators would benefitfrom their technological provision that isstillunfamiliarto mostAustralians.service credibilityto modelofmobility anew build trustandbring the generalpublic, relying ontheirreputational to integrity of educator andinformation provider for theirmembersand operations. Additionally, clubscouldplay motoring therole institutions through oftheirbusiness theinsurancearm nature of theiroperationsandeasyaccessto financial clubs might profit integratedMotoring from the vertically from thatmightarise MaaS. commercial opportunities are potential exploring clubs interviewed motoring Most through theirfrequent flyer app. integration, where customers canbookanUberpickup are already simplerversions trialing ofthismultimodal suchasQantas Airlines ofexistingrailservices. viability increase the catchment area andincrease thecommercial to orbike-share, suchasride-share services, transport other Alternately, with existingrailoperators couldpartner services. transport initial provision on-demand ofapp-based For example, busoperators couldpotentially leadthrough services. transport private incrementally over timethrough theinclusionofother witha starting plusone”“public transport modelandscaling suggestedtelecom operators thelead. to take Many experts providers, clubs, carmotoring service and existing transport Within sector, theprivate there wassomeappetite among ameliorate thesepossibilities. and greater oversight from could thepublicsector beneficial (e.g. more congestion,inequitableoutcomes), outcomes thatmayproduce notbesocietally perverse tosector play therole ofprovider. canThe sector private didexpress apreferenceA smallminority for thepublic facilitator, onlystepping inwhenthere failures. are market playinglead withthepublicsector therole ofregulator and would prefer the experts to take Most sector seetheprivate 6.3 Governance models ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 contracted, dependingonthesize ofthecatchment area. providers mightbe mode, multiple service same transport mode. separatelycontracted Even for for eachtransport the are typically regions services in Australia, publictransport significantlyIn mostmetropolitan easetheprovision MaaS. of system system andanintegrated could public transport willbethespineofany MaaS how masspublictransport mentioned Many experts services. publictransport between canalsofacilitateThe publicsector greater integration organization’s data. its infrastructureinreturn for openaccess to theprivate where thegovernment hasgrantedactivity), accessto appusedto trackathletic (a website andsmartphone organizations,with individualprivate suchasStrava For government hasentered example, agreements theACT that promote suchbehaviour from sector. theprivate the role ofenablerby settinguptheappropriate incentives share their datawillingly. Potentially, government couldplay providers to service transport will hopefullycompelprivate more reluctant to play thatrole, forces arguing thatmarket customer experience. However, government itselfwasmuch competition, andultimately,increase market improve the Such measures entry, would to reduce market thebarrier from scratch. provider having to buildthedigital infrastructureup to reach service customers, asopposedto eachtransport providers canuse service both smallandlarge transport could even helpcreate anintegrated digital ecosystem that providers. different service Potentially, transport government between with government infacilitatingdatasharing for saw engagement sector private positive opportunities A bigrole for government couldbeasdatabroker. The Community Transport Waverly,Manager,Randwick WhitehornBen has real potential.” where access without owning vehicle isvital, MaaS schemes liketheNDISandinAged Care, however, their vehicles andgowhere theywant. Ithinkwithin issues.mobility Australians love to have theirability asaslow for“I seethis[MaaS] burn thosewithout

49 PERSPECTIVES – EXPERT STAKEHOLDER RESPONSES ITS AUSTRALIA 50 PERSPECTIVES – EXPERT STAKEHOLDER RESPONSES ITS AUSTRALIA existing public transport services inotherways. services existing publictransport arguing would thatthemoney bebetter spentimproving forrejection ofany suchsystems, form ofpublicsupport from sector. the private intheir categorical were very Others commercially viableandincentivisegreater participation concessions for providers, MaaS etc., more MaaS to make infrastructure,such asinvestments tax insupporting measures,example, policy government couldusevarious atleastfirst, to getthe ball MaaS, rolling. support For mentionedtheneedforSome government to actively step into specifyminimum standards ofoperation. suchcases, thegovernment In may be forcedtransport. to media streaming, itmay notbeacceptablefor and mobility service. While thatmay beanacceptableoutcome for Stan, SBS,etc., andthere isnosinglecatchall streaming providers, now suchasNetflix, hasmultipleservice market withdigital wherecomparisons streaming the services, platform made thatisavailable to customers. experts Some andthere isnosinglefullyintegrated services, transport eachofthem offering access to onlyasubsetofmarket, where providers multipleMaaS mightemerge inasingle fragmentation wascited asapotential concern, Market could helplay thegroundwork for future systems. MaaS acrossto integrateefforts other regions publictransport South inNew trial Wales. transport on-demand Similar for Newcastle asthesite for selecting local experts thefirst by factor several system wascited asanimportant transport andfuturebus, lightrailsystem. Anintegrated ferry public Australia to hire to asinglecontractor operate theregion’s Newcastle recently becamethefirstmetropolitan region in TfNSW Executive Director, Operational Systems, Pascal Labouze private.” to play space, intheMaaS whethertheyare publicor provide alevel playing who field wantto alltheactors andoperations, services soastoto various transport role andredistribute to collect thedata pertaining “I personallyseegovernment having animportant

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MAAS IN AUSTRALIA 2018 broad deployment ofMaaS. employment modelsasareas to considerinany ofconcern offerings and intheseservice saw therise Many experts leaving themvulnerabletoworkplaces, potential exploitation. toshown to potentially openworkers unsafe andunregulated hasalsobeen intheemploymentpotential market, flexibility practices, etc. The growth inthe ‘gig’ economy, whileoffering ofregulationin terms around safety, insurance, fairemployment Relatedly, alsosaw abiggerrole many for experts government suchasUber.services, been calledto domore recently inthecaseofride-share have andasthey services currently withpublictransport provision anddelivery,standards do asthey ofservice schemes. Additionally, thegovernment couldsetminimum disadvantage, subsidy asitalready doesthrough transport specific populationsegments at greatestrisk oftransport government systems may to useMaaS subsidisetravel for For ofgovernment intervention. example,some sort the afford access system.to thenew That may create acase for disadvantagefor thosewhocannot transport exacerbate isprovided MaaS by sector, theprivate If itcouldfurther expressed around concern socialequity. experts Some patronage over time.transport can create costsavings for government andincrease public ifthesestrategies particularly involvement andsupport, would alsostrengthen thecasefor greater public-sector travel demandmanagementstrategies systems withinMaaS encourage more sustainabletravel patterns. of Integration congestion,improvenetwork and system-wide performance incentivise changesincustomer behaviour to relieve management, where could sector thepublicorprivate asatool for couldoverMaaS travel timealsoserve demand CTO, Products,CTO, Telstra EconomouDean access to thebuildingblocksaswell.” innovators intheprivate to have sector direct aswell,to buildaservice that’s great. Butallow “Expose thebuildingblocks. government If wants

Figure 19: Transport for NSW–Operational Technology Level High Architecture. ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 51 PERSPECTIVES – EXPERT STAKEHOLDER RESPONSES ITS AUSTRALIA 52 FINDINGS AND OPPORTUNITIEES ITS AUSTRALIA 7 Findings andopportunities ITS AUSTRALIA demand transport inAustralia. demand transport andadvanceon MaaS to experience will evolve aswe start model we anticipate thatbothperceptions andrealities delivery stageofthiscompletely transport new embryonic deployments.guide potential pilotsorearly As we are inthe pointandsomeinitialinsightsto rather provide astarting This research doesnotaimto bedefinitive but andreport 7. 6. 5. 4. 3. 2. 1. for inAustralia MaaS that: to shape opportunities to withgovernment work andindustry Australia undertakes while improving socialandenvironmental outcomes. To thesegoalsITS support choices, sustainability reduce travel andtransport costs, capacity increase network offers thepotential Transportto drasticallyimprove asaservice andmobility customer Aims to bemore convenient vehicles. than individualuseofprivate concerns. andsecurity enables effective whileprotecting privacy datasharing interoperableOffers openaccesssolutionsthatencouragecompetitionand all Australians. customers, balancinginnovation andimprovements againstequitableaccessfor needsofall Is inclusive andmobility andresponsive to thesocio-demographic and regional centres thatAustralians live in. andwork optionsto customers accessandmobility across metropolitan Enhances transport optionsfor customers.transport improved accessto andsupports network Builds ontheexistingpublictransport deployment. effectiveMaaS andsupports sector Encourages avibrantandcompetitive industry congestion andenvironmental impacts. Promote theefficient movement ofpeopleandgoods toimprove safety, and reduce ITS Australia Vision Statement for MaaS |

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ITS AUSTRALIA Community &stakeholderengagement could grow withtrials. in othercontexts which use for there issupport although socials trips preferuse MaaSto for customer inclination to There isacurrent for aprivate vehicle. seen asalikelyreplacement soasyetquantity itisnot isanunknown MaaS least popular. istheand bikesharing Australian scheme MaaS mode for inclusioninan most populartransport isthePublic transport to carownership. asanalternativeMaaS on willingness-to-pay for potentially impacts thismiscalculation a car; it costs to own andrun underestimate how much People consistently for what itcould offer. interest inandexcitement but there isageneral for Australian customers isanewconceptMaaS Findings |

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and not just when MaaS arrives. and notjustwhenMaaS developed inanticipationofMaaS users are currently –‘against’) (asthisseemsto besomething of MaaS change towards inanticipation sharing forInitiatives behavioural driving and productsto segmented markets. throughand MaaS targeted campaigns transport acceptance ofon-demand could improve understandingofand Behavioural changeand ‘nudge’ programs oversight to fulldeployment. MaaS. This couldbeanything from roleplay inany akey deployment of government will so necessarily and MaaS to isanintegralPublic foundation transport target householdswithmultiplecars. options and transport on-demand and MaaS reference modelsfor inprice costs. Include ‘real’ costsas transport customers transport asto their actual and deliver effective messaging to educate to developWork stakeholders withkey andfigures. facts evidence-based usingrelevant and opportunities cost, travel timesandpersonalisation offer withimproved convenience, can transport andon-demand MaaS Communicate withcustomers what Opportunity 53 FINDINGS AND OPPORTUNITIEES ITS AUSTRALIA 54 FINDINGS AND OPPORTUNITIEES ITS AUSTRALIA MaaS ProvidersMaaS &Governance models: with customer exposure. for useinothercontexts whichcouldsupport grow forsocial useMaaS althoughthere socialstrips is There isacurrent customer inclination to prefer to use systems.closed back-end fragmentation andexisting challengesofsilosand Stakeholders raised concerns around potential for as adata broker. andplay arolecould work with industry Government regulatoras aMaaS andfacilitator theyalsoindicated stakeholderssuggestarole for GovernmentExpert compared to thosewithout;many hadnopreference. preferences for schemeswithGovernment oversight private provider, ledMaaS althoughthere were stronger Customers have nostrong preference for aGovt or predicted to beready to adoptapay-as-you-go scheme. be utilisedby Australians –46%ofthe population are todayThere for schemeto isareal aMaaS opportunity Findings • • • Key considerations for deployment MaaS potential negative outcomes. to from acollaborativeframeworks protect approach allstakeholders to policy develop MaaS undertake issuesneedto bewell-understood andsecurity andmanaged.Privacy There issignificant potential to andseekoutstandards protocols.Government are anddata-sharing encouragedto support and protocols ecosystem.Robust Industry MaaS arich andstandards for are to support datasharing likely to strivefor, customer requests. supporting acrossInteroperability regional for isahigh-level andstate objective boundaries Governmentandindustry ITS AUSTRALIA

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MAAS IN AUSTRALIA 2018 required to signals provide price to encourageMaaS. actual modelsis pricing The adoptionofequitabletransport platforms are vital. systemsand interoperability andotherkey ofticketing competition.Integrationsource platforms to support to enhanceinteroperability andopen- opportunities mustexplore, identifyGovernment andindustry identify andbreak to datasharing. down barriers mustexplore, Government and industry services. transport overcome to deliver acceptableMaaS and On-Demand challenges needto beData accessanddatasharing providors MaaS would operate.underwhich rolea serious for government to aframework play insecuring developed andmadeavailable to customers. As suchthere is foundational elements product of any andon-demand MaaS requirementsSafety, andperformance security must be Australian market. interest from organisations localandinternational inthe The timefor anAustralian isnow. MaaS This inthe isevident Opportunity

Ticketing models andsubscription negative externalities. andotheras yetunknown efficiency onnetwork impacts Potential for increased congestion could have damaging for trips. last-mile oreven end-to-end potential automated appealoflow-cost vehicles Strong preference for suggests minimalsharing of cost options. bundledandsubscription segmentation could improve understandingofbenefits were by farthemostpopularfor customers. Market Pay-as-you-go models andlow-cost-subscription considered inhow ispromoted MaaS anddeployed. andneedstoacceptance be ofpublictransport Customers don’t want to share –thiscontrasts with Findings • • Stakeholders observed: • • featuresMaaS that are considered mostattractive include: to at least factor in to on-going discussions.to into atleast factor on-going issue regulations.GDPR andotherpotential changesto andlocaldataprivacy international This isanimportant concerns and implicationsforPrivacy –bothinlightofcyber-security datasharing potential implications of Data access and sharing assignificantData accessandsharing challenges; interstate from oneaccount). services to usetransport wasseenasvaluable(ability Roaming dynamicinformationReal-time onschedules; ITS AUSTRALIA

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MAAS IN AUSTRALIA 2018 and MaaS modelsareand MaaS built. productonwhichon-demand be leveraged astheprimary should The highlypositive associationswithpublictransport schemes developed. ofany MaaS solutionsaspart appropriate shared transport collaborate andplay role anactive to encouragetheuseof isrecommended thatgovernments andindustry It reductions offeredto price to incentivisebehaviour. customers. With somecustomers showing astrong attraction appropriate pointsto appealto price andincentivise segmentation couldbeusedto design the Market vehicle sharing. andpromoted to addressis packaged perceptions around canconsiderhow MaaS schemes.demand andMaaS Industry developed to better positioncustomers to adaptto on- Behavioural changeprograms and ‘nudges’ couldbe Opportunity

55 FINDINGS AND OPPORTUNITIEES ITS AUSTRALIA 56 FINDINGS AND OPPORTUNITIEES ITS AUSTRALIA User groups andmarkets MaaS and expanded on-demand trials anddeployments. trials andexpanded on-demand MaaS regional centres for appearto provide goodopportunities This research suggestssomespecificmetropolitan and deployments MaaS early could beprogressed. Sydney, are andBrisbane locations Melbourne where of suburbs suggest that innercity observers Industry access forimpaired.transport andmobility theelderly to improve transport potential andon-demand ofMaaS adopters’ highlight themassive schemes. of MaaS Others suggestyoung peoplewillbelikely Experts ‘early andtargeted.be prioritised insights around whichgroups initialdeployments could groups are more likelyto now adoptMaaS –thisprovides sociodemographic indicatesThe that certain survey Findings • • deploymentKey findingsonearly potential MaaS to supplementexistingservices. MaaS There isapreference withaneedfor withsomeaccessto for publictransport inmiddlesuburbs MaaS deployments. andearly trials datahighlightssomeregional areasSurvey are more amenableto MaaS. forThis presents opportunities ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 the particular driversbehindthat. the particular communities andregions thatare and amendableto MaaS More investigation recommended to better understandthe might nudgecustomers more effectively thanothers. somepotential driversorincentives that data couldascertain Additional interrogation research ofthesurvey andfurther services. transport to supplementexisting transport for andon-demand MaaS appearsto provide anotheropportunity public transport Specific middlemetro areas withexistingbutconstrained options across andgeographies. sectors modelling to develop potential businesscasesordeployment would benefitfrom additionaltargeted research andusage User groups identifiedandsegmented into personas Opportunity

Next steps Next • • • • • • • Scope: best outcomes from andODT MaaS across Australia’s varous communities. collaboration thathasbeenfostered andto strivefor theestablishmentofthisreport the during isrecommended thataNationalReferenceIt Committee beestablishedto continue the national National Reference Committee Share recent and planned activity to identify opportunities for collaboration Share to identifyopportunities recent andplannedactivity Share across learnings organisations research andoutcomes ofpilotprograms andfurther to toolsDevelop measure andmetrics longitudinal developments againstthevisionstatementConsider alignment ofcurrent activity areas progress Review againstidentified opportunity referencing toRoadmap MaaS regional variations Use visionstatement to of establishbaselineandframework successlookslike’‘what ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 57 FINDINGS AND OPPORTUNITIEES ITS AUSTRALIA 58 REFERENCES ITS AUSTRALIA 911-912. roadblock to climate, 350(6263), changemitigation?.Science Vuuren, D. P., D., McCollum, J. (2015). &Minx, Transport: A Creutzig, F., P., Jochem, Edelenbosch, O. Y., L.,van Mattauch, are creating. business ecosystem. anew Deloitte technology andsocialtrends How transportation mobility: S., Corwin, Vitale, J., Kelly, E.,&Cathles, E.(2014). The future of ofSustainable TransportationJournal , 10(1),9-17. mobility. andsustainableurban International themes onICT O.Cohen-Blankshtain, G.,&Rotem-Mindali, research (2016).Key Transport Policy, 48,183-195. Aliterature review. service: an integrated public-transport Chowdhury, S.,&Ceder, A.(2016).Users’ willingness to ride Transportation Systems, 11(2),57-67. fromand transit:Results aweb survey. ofIntelligent Journal Van Wee, B. (2007). Travelers’ needfor information intraffic Chorus, C.G.,Arentze, T. A., Timmermans, H.J., E.J., Molin, & Transportation Research C:Emerging Part Technologies, 53,59-75. of real-time information inNew onbusridership York City. G.S.,& Brakewood, C.,Macfarlane, (2015). Watkins, K. The impact ofTransportJournal Geography, 12(4),323-337. towards segment. theemergencetransport: market ofanew J.,Brake, Nelson,J. D., & responsiveWright, S.(2004).Demand 567-582. Transportation Research A:Policy Part andPractice, 45(7), avoidance: Astudyofcommuters’ travel behavior. Ben-Elia, E.,&Ettema, D. (2011).Rewarding rush-hour Research, 67(8),1595-1600. collaborative consumptiononline. ofBusiness Journal R.(2014). Belk, You are whatyouand canaccess:Sharing 4,2017. , October Journal International Rail asaService. Barrow, to pilotMobility (2017).Antwerp K. 39(2), 120-127. Evidence from Italy. andUrbanEconomics Science Regional , of Integrated Tariff demand: Systems onpublictransport Abrate, G.,Piacenza, M.,& Vannoni, D. (2009). The impact References ITS AUSTRALIA

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MAAS IN AUSTRALIA 2018 MAASiFiE project fundedby CEDR. (2016). Deliverable 3:Businessandoperator models for MaaS. König, D., J., Eckhardt, A.,Sochor, Aapaoja, M. J., &Karlsson, of Mobility-as-a-Service. M.(2017). M.,&Matyas, Kamargianni, The Business Ecosystem Transportation Research Procedia, 14,3294-3303. for transport. urban services mobility review of new critical M.,Li, Kamargianni, W., M.,&Schäfer, Matyas, A.(2016).A Mobility.Sustainable Urban EuropeJPI Urban (2017).Stimulating a Transition to challenges. UrbanPlanningkey , 2(2),13. review ofdefinitions,a critical assessmentsofschemes, and M.J.González, A.,&Narayan, asaService: J. (2017).Mobility Jittrapirom, P., Caiati, V., Feneri, A.M.,Ebrahimigharehbaghi, S., IntelligenceConference (pp. 1225-1226).IOSPress. onArtificial planner.journey Proceedings In oftheTwenty-first European Finnegan, J. (2014,August). Personalized fullymultimodal Jakob, M.,Hrncir, J., Oliva,L.,Ronzano, F., Zilecky, P., & oftheamericanJournal planningassociation,77(3),267-290. ridership andcosts. transit of densitiesonfixed-guideway E.,&Cervero,Guerra, R.(2011).Cost ofaride: The effects Transport Policy , 14(1),27-38. Customer needsfor savings.public transport: timeandeffort desired ofintegrated quality multimodaltravel information in Grotenhuis, J. W., Wiegmans, B. W., P. &Rietveld, (2007). The issues. Transport, 33(3),243-254. Reviews P.,Goodwin, & Van Dender, (2013). K. and ‘Peak car’—themes Research, 13(3),154-165. ofIntelligentInternational Transportation Journal Systems levels. plannersanddefinitionofservice multimodal journey Esztergár-Kiss, D., &Csiszár, C.(2015).Evaluation of 41(6), 489-501. customers. Transportation Research A:Policy Part andPractice, time information effects on displays for publictransport: Dynamic at-stop &Kottenhoff,K. (2007). real- K., Dziekan, emissions projections:2014-15.Australian Government. oftheEnvironment) (2015).Australia’sDE (Department (2536), 1-9. Research Record: oftheTransportation Journal Research Board, user, commercial, andsocietalperspectives. Transportation challengesinintegrating asaservice: mobility Implementing Sochor, J., Strömberg, I.M.(2015). H.,&Karlsson, Transport Systems, Detroit, September 7-11,2014. Gothenburg, 21stWorld Sweden. In Congress onIntelligent from Field theUbiGo Insights Operational Test in forMotives Adopting aNew, Innovative Travel Service: Sochor, J. L.,Strömberg, M.(2014). H.,&Karlsson, Travelers’ for Implications future mainstream publictransport. Service: Smith, G.,Sochor, asa M.(2017).Mobility J., &Karlsson, Transportation. Policy Briefs,2017(18). Resources: Helpingto UnderstandEmerging in Shifts Shaheen, S.,Cohen, A.,&Zohdy, I.(2017).Shared Mobility Research November Series, 2004,Edinburgh. —needsanalysisandoptions. inScotland ticketing Transport ExecutiveSESR (Scottish Research) Social (2004).Integrated 21, 63-70. on travel behavior andtransitridership. Transport Policy, Sharaby, N.,&Shiftan, Y. (2012). offareThe impact integration . from [CD-ROM] visionto reality Intelligent Transport Systems (7th:2000:Turin Proceedings: Italy). inBAYERNINFO.information services World In Congress on multimodaltraffic ofnew acceptance andimpacts M.,Patz,Neuherz, V., Pischner, T., &Keller, H.(2000).User 5,2017. Oct beat Uberatitsown game. BusinessInsiderAustralia. Muoio, D. (2017).Mercedes’ parent company hasaplanto , 81(2),90-103. Association nowhere” oftheAmerican generation?Journal Planning N.C.(2015).AreMcDonald, millennialsreally the “go- Transport, 24(2),195-217. Reviews thecaseofMadrid. policy: an integrated publictransport andrevenueMatas, A.(2004).Demand implicationsof ITS AUSTRALIA

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MAAS IN AUSTRALIA 2018 Behavioral, 48,2405-2414. Sciences of Multimodal Trip Planning Systems. Procedia-Social and (2012). UserAcceptance and Willingness to Pay for theUse Zografos, E. G.,Androutsopoulos,N.,&Apospori, K. K. Policy and Practice, 95,238-258. in theSanFrancisco Bay Area. Transportation Research A: Part to trend’splaining: Understandingmodalpreference shifts Vij, A.,Gorripaty, S.,& Walker, J. L.(2017).From trend spotting (ST/ESA/SER.A/352). Highlights Revision, Affairs) (2014).Social Urbanization World Prospects: The 2014 ofEconomic and UN DESA(United Nations, Department 22, 146-161. Transportation Research C:Emerging Part Technologies, bus information ofChicago. system: AcasestudyintheCity Tang, L.,& P.Thakuriah, V. effects of (2012).Ridership real-time The Economist 9,2013. , Mar Standage, T. (2013). economy. ofthesharing The rise 1294-1303. information.trip Procedia-Social andBehavioral, 48, Sciences ofpersonalized planninganddelivery multimodal journey Spitadakis, V., &Fostieri, M.(2012). Wisetrip-international

59 REFERENCES ITS AUSTRALIA 60 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA past butare nolongerinservice. That beingsaid, ourreview either currently inoperation,orthathave operated inthe we’veBased onthesecriteria, MaaS systems, identified ten Jittrapirom etal. (2017). others, etal. Kamargianni (2016),König (2016)and We previously buildonsimilarreviews conducted by, among systems reviews pastorcurrent worldwide.This MaaS section modelsreviewedAppendix A–MaaS indetail a fixed limit. theFOT;car during i.e., to offset etc., insurance, parking, up to for notusingaprivate project couldcompensate participants at theendoftest. Also,refunded to the the participants intheFOT,encourage participation any unusedcredit was couldbemodifiedona monthlybasis.the subscription To depending onhow muchcredit thehouseholdutilized, and ($44,690 AUD). Credit couldbetopped uporrolled over median incomefor was244,463SEK, Gothenburg County of November 2014. (As areference value, the2013gross permonth($219AUD) as (SEK) was 1,200Swedish krona theminimumlimit [field operationaltrial], for prepaid credit of credit for, thedifferent theFOT During travel services. which includedapersonalized combinationof, andamounts needs, adapted toa monthlysubscription theirtransport app].Customers paid [through asmartphone travel services offered access to therangeof one-stop service the UbiGo etal. thepilotasfollows:Sochor (2015)describe “For itsusers, over asix-month period. the service total, In 195individualsfrom 70householdstrialled services. carrental, car-share, public transport, taxiandbike-share offered householdsaccess to local The participating service Sweden etal., (Sochor underthenameUbiGo 2014,2015). MaaS systemThe waspilotedGothenburg, first in2013-14 UbiGo ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 attributes ofeachthesesystemsattributes in Table 2. as more players enter themarket. We summarize thekey ofactivity,The comingyears are to expected witnessaflurry are trial. insomestageofplanningorimplementingaMaaS found thatalmostallmajormetropolitan regions intheworld provider Fluidtime. yearin thebeginning incooperationwithplatform ofnext Currently, are UbiGo preparing for therelaunch in Stockholm that administers state fundingfor research anddevelopment. was fundedby Vinnova, theSwedish government agency to carownership private for localresidents. The initialpilot the intention ofoffering asustainableandviablealternative The wasledby development ofUbiGo thepublicsector, with was open24hoursperday.” phonelinethat also includedacentralized customer service case there UbiGo wasany problem service. usingtheUbiGo creditsystemcharged in for withextra thepublictransport car, orto unlockabooked service sharing butalsothe bike which wasused, for instance, from to checkoutabicycle received asmartcard, Eachparticipant customer service). ofFAQ– (interms bonus, history, andtrip andgetsupport purposes). The appalsoallowed themto checktheirbalance, (e.g.,and accessalready tickets activated for validation orcheckbookings andtrips, make tickets could activate into orFacebook theappviaaGoogle login, where they “To traveler theUbiGo accesstheirtravel logged services, and provides and unlimited accessto localpublictransport plan offers at€49permonth($75.00), amonthlysubscription andcustomers whodon’tservice, travel much. The second plan istargeted customers atnew the whowishto trial modes, withnocommitmentorsurcharges.transport The for prices accesstocustomers eachoftheavailable market payment plans. The firstisapay-as-you-go planthatcharges planner.a personalized journey Whim currently offers three Whim hasanintegrated andpayment system ticketing and Singapore, andseveral othermarkets”. states that “negotiations are ongoinginAustria, Canada, intent provider. isto beaglobalMaaS The company website in the region andthe Antwerp Netherlands inBelgium. The inGreater iscurrently beingtrialled Amsterdam service The Whim hascommencedoperationsinthe West UK. Midlands, share to expected beaddedsoon.Sinceitslaunch, services withaccessto car-sharedaily carrental services, andbike- metropolitan taxiand region accessto localpublictransport, appthatallows customers intheHelsinki a smartphone Finlandthat waslaunchedinHelsinki, in2016. Whim uses commercially system available MaaS Whim isafullservice Whim ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 of anopendatapolicy. infrastructure, andtheadoption investments inthenecessary the creation ofappropriate nationalpoliciesandstrategies, solutionsthrough oflocalMaaS thedelivery to support Department. The Finnish Transport hascontinued Agency sector, Planning City wascommissionedby theHelsinki to reorganize anditsability MaaS thepassengertransport 2014 thesis, thefirst introductionoftheconcept formal from inFinland. the publicsector For example, Heikkilä’s Sonja However,based inHelsinki. hasenjoyed MaaS great support is operated Global, by MaaS company aprivate The service The development of Whim hasbeenledby sector. theprivate not wishto own acar. needs, caraccesstoprivate fulfilmostoftheirmobility butdo for owning acar” andistargeted attravellers whodependon modes. transport asa The planismarketed “modern alternative month ($767.00)andprovides unlimited accessto allavailable The third planoffers at€499per amonthlysubscription caraccessonlyoccasionally. anddependonprivate of transport, is targeted attravellers whofrequently usealternative modes discounted rates for taxiand dailycarrental services. The plan

61 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA 62 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA public transport systems and services in Karlsruhe, Germany, inKarlsruhe, systems andservices public transport Transport Association, whichoversees themanagementof systems inotherplaces.MaaS For example, theKarlsruhe Portland. Moovel alsoprovides theirdigital platform to host systems currently inthree cities:Austin, American Boston and provider. As pertheirwebpage, theirMaaS Moovel istrialing AsiaAmerica, andAustralia. Moovel aimsto beaglobalMaaS app by citiesinEurope, thesamenameinselected North The plannerisavailable personalized asastandalone journey registration fees thatprovides accessto allavailable services. currently offers asinglepay-as-you-go payment planwithno system planner. andapersonalized journey The service Moovel. hasanintegrated andpayment ticketing The service through services also have accessto localpublictransport andHamburg, thecitiesofStuttgart customers In services. bike-share andselected provider; nationalrail service German Bahn,the Deutsche mytaxi, anationaltaxiservice; service; customers accessto inGermany car2go, anationalcar-share in Germany. appthatallows Moovel usesasmartphone commercially system available MaaS Moovel isafullservice Moovel ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 how customers are using the local transport system.how customers are usingthelocaltransport agenciesgetaccessto Moovel’sthe publictransport dataon acutfrom salesmadeusingtheapp, earns ticket and service Moovel hasemployed asymbioticapproach, where the agenciesto comeonboard,to persuadepublictransport hasbeenable thecitieswhere(Muoio, theservice 2017).In providersbusiness may becannibalized by service thesenew agenciesinmany cities, outoffearpublic transport thattheir providers aswell. resistance Moovel hasexperienced from Motors, Ford asservice market andBMW enter themobility trend that’s General seenotherauto manufacturerslike wide Daimler. ofanindustry wascreated in2016,aspart It sector. The company isowned by theauto manufacturer The development ofMoovel hasbeenledby theprivate provided by thecompanyservices Fächerrad. provided by thecompany stadtmobil, andlocalbike-share localcar-share services, services to alllocalpublictransport name KVV.mobil. The system provides customers access offeredapp by thetailored to Karlsruhe, asasmartphone uses theMoovel platform system to thatis hostaMaaS these mobility services. these mobility information may bestored intheappandusedto book app orthrough theirindependentplatforms. Registration providers separately,service eitherthrough the WienMobil require theuserto register withthecar-share andbike-share plan withnoregistration fees. However, theplatform does currently offers asinglepay-as-you-go payment service With hasanintegrated andpayment system, ticketing the been referenced by previous reviews. emerged from prototype, anearlier calledSMILE,thathas to tickets Vienna’s system. localpublictransport The service planner,journey andthe app,Wiener Linienticket for buying apps for customers in Vienna: qando, apublictransport from previous two publictransport combines functionality It services. car-share, andbike-share transport, taxi,carpark appthatoffers customers access smartphone to localpublic system available in Vienna, Austria. WienMobil usesa commercially available MaaS WienMobil isafullservice WienMobil ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 private companies.private provided by multiple able to services integrate transport Vienna. However, asnoted previously, hasbeen theservice in network ofthepublictransport that runsthemajority companysector undercontrol ofthe governmentVienna city WienMobil hasbeendeveloped by Wiener Linien,apublic- incur,and costthatthey butalsotheirenvironmental impact. different modes for a ofnotjustthetime in giventerms trip routes. plannerallows customersThe journey to compare integrate theminitscalculationoffares andfees for different passes, seasontickets,discountsandmemberships, and For example, theappcanstore information aboutstudent greater degree systems. ofpersonalisationthanotherMaaS plannerthatoffers hasabuilt-in multimodaljourney a It 63 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA 64 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA companies, but they do not report the actual fee theactual structure.companies, donotreport butthey charges for separate prices students, oldercustomers, and the fee thattheservice etal. structure. (2016)report König However, we are unableto finddetailedinformation regarding EMMA basis. onamonthlyor offersyearly contracts mobility Company. Agglomeration delegate thedevelopment to Transdev Helped by Europeans fundingandlocalMontpellier The projectwasledby thePublic Transport Authority. services. park and bike routes; bike-share andcar-share, onstreet parking, carpark, card thatcanbeusedto accesslocaltramway linesandbus Montpellier, France. provides customers It asinglesubscription commercially system available in EMMA MaaS isafullservice EMMA discounted rates for the withnocommitment or taxi services, andcar-share10 percent services, services transport for prices charges accessto customers localpublic market offerstwo payment plans. The firstisa plan that pay-as-you-go Shop. available through Mobility services currently The service customers to compare for agiven thedifferent trip transport plannerthatallows apphasabuilt-in journey The smartphone apporaweb interface. throughbe booked asmartphone andHallo service; Taxi, alocal taxioperator. can These services stadtmobil, provider; acar-share nationalrailservice German Bahn,the Deutsche inHannover; service public transport Shopoffers customersMobility access to theGVH,local Shop. the Mobility bundle, provided underthebroader by umbrella ofservices isstillofferedThe Hannovermobil asamobility service again in2014and2015,underthenameHannovermobil. werePrimitive in2004,and trialled versions oftheservice oversees theregion’s services. integrated publictransport and GVH,theGreater Hanover Transport Association that providers, ÜSTRA,oneofthe local publictransport between 2016. was developed by acollaborative project The service system thatwaslaunchedinHannover, inFebruary Germany commercially available MaaS Shopisafullservice Mobility

Mobility Shop Mobility ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018

MaaS system. MaaS plannerforjourney customers whohaven’t to the subscribed inMontpellier.availability The appisavailable asastandalone andparking services real-time updates onpublictransport plannerisdynamicandpersonalized,The journey offering plan, bookandpay for includingany fines. allavailable services, applicationthatallows customers to EMMA hasasmartphone andregistrationsubscription fees. usedpassedthrough to customers all costsofservices However, includes subscription themonthlyoryearly rates. atpossiblydiscountedcar services, andbike-share park andpay-as-you-go accessto car-share, services, transport to offer indicate thatthecontracts unlimited access to public etal. Kamargianni Both (2016)andKönig seem monthly bill. discount isappliedto thetaxifare andrecorded againsttheir Shopcustomer ID.their nameandMobility The appropriate agentorthetaxidriver must provide eitherthebooking bymay phoneorhailedoffthe bebooked road. The customer operated Bahn.Hallo by theDeutsche services Taxi services entitles theholderto 25percentdiscounted rates onall customers anindividualBahnCard 25,adiscountcard that from therailoperator, anddiscountsare enforced by providing mustbepurchased Bahntickets directly Deutsche interface. apporweb both beboughtdirectly through thesmartphone can andstadtmobilcar-share GVHtickets services services. card forThere isnosinglesmart accessto thedifferent mobility and20percentdiscounted rates forservices, thetaxiservices. rates lower for rates tariff nationalrailservices, for thecar-share 25percentdiscounted services, for localpublictransport per month.Hannovermobil prices charges customers market plan,butwithafixed you-go costof€9.95($15.30) overhead Bahn. The secondplan,calledHannovermobil, isalsoapay-as- surcharges. The plandoesnotincludeaccessto theDeutsche sharing platform.sharing and Taxiboeken, providers; andMyWheels,acar taxiservice Leisure for rental;rail network; King nationalbike Gogido themainnationalpassenger Spoorwegen, Nederlandse operated offers HelloGo by customers access to services operated by thecompany, services national publictransport areas across additionto thelocal, the country. In regional and inmetropolitan andregionaland passengertrainservices operates ofbus alarge Nederland fraction Keolis subsidiary Group,the Keolis company sector aprivate whoseDutch in theNetherlands. The system hasbeendeveloped by system currently MaaS beingtrialled isafullservice helloGo helloGo ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 impacts, etc. and search for routes basedonspeed, cost,environmental app allows customers to savethe preferred modes, transport updates andhighdegree ofpersonalisation.For example, plannerthatoffersmultimodal journey dynamic real-time payment planwithnoregistration fees. hasabuilt-in HelloGo willoffer services. asinglepay-as-you-go Thetransport service integrated digital platform andpayment across for all booking appthatoffers an willbeavailableHelloGo asasmartphone then bepubliclylaunched. focus groups appisnow thehelloGo beingtested live andwill October 2017with in wasofficiallystarted trial The helloGo on potential customers intheUtrecht metropolitan region. focused attention Nederland ofmarketing interms early Keolis nationwide, services offersWhile helloGo access to transport

65 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA 66 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA to offer anintegrated shared platform. mobility providers, ofDidiChuxing’s andispart service plan long-term mobility the company cooperatingwithotherthird-party by andBluegogowithinDidi. Ofo This isthefirstinstanceof 2018, thecompany operated integrated rental bike services provider early inChina.In service thebiggestride-share and into companiesintheworld oneofthelargest sharing ride grew thecompany appthat quickly sharing began asaride provider inChina.Didi service transport a privately-owned in China. The system hasbeendeveloped by DidiChuxing, system commercially MaaS available service Didi isapartial an integrated andpayment system. ticketing There are no appthatoffers isavailable through asmartphone service services. The andcarparking and nationalpublictransport thatprovidesacross customers Italy accessto local, regional commerciallymyCicero system available MaaS isafullservice Didi myCicero ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 sharing and bike rental services inanintegrated rental manner. andbike services sharing app doesallow customers thatrequire to plantrips bothride However, orotherscheduledservices. to publictransport the limited thatDidicurrently doesnotprovide by thefact access plan withnoregistration fees. planningcapabilitiesare Journey by theapp. offers asinglepay-as-you-go payment The service provided rentalpayment andbike services across sharing ride Didi offers anintegrated digital platform and for booking some integrated functionality. payment plan. The plannerwith apphasabuilt-in journey registration offers fee asinglepay-as-you-go andtheservice bookings), taxi and ride-share (e.g. taxiandride-share Uber). bookings), (e.g. transport private helicopter publictransport, Includes areas andski thecity Queenstown between airport, transport targeted to visitors inaccessinginformation and booking Choice isaQueenstown pilotdeveloped by NZgovernment with noregistration fees thatprovides accessto allavailable and currently offers asinglepay-as-you-go payment plan PostBus hasanintegrated andpayment system, ticketing services. suchascar-share, orbike-share services, ride-share offer access to privately owned andoperated mobility operating inSwitzerland. However, PostBus doesnotcurrently that offers services customers access to allpublictransport PostBus isacommercially system available inSwitzerland MaaS PostBus Choice / Ride MateChoice /Ride ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 collected and used for transport planning. andused forcollected transport suppliers to reach customers new andenablesdatato be to offerability in-app rewards anddiscountsallows mobility (e.g. (e.g. shuttles),taxiandride-share Uber)itincludesthe transport private government whichincludespublictransport, pilot,alsodeveloped by NZ isanAuckland Mate Ride whento leave. exactly screen, know sothey the start location to theirpersonallydefinedfavourite destinationson timesfrom thatdisplays the user’s departure function current countdown a has dynamic updates.app For example, the withplanner personalizedjourney real-time information and services. The appwithabuilt-inuses service a smartphone 67 APPENDIX A – MAAS MODELS REVIEWED IN DETAIL ITS AUSTRALIA 68 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA Appendix B–Customer Questions Survey ITS AUSTRALIA |

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MAAS IN AUSTRALIA 2018 71 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA 72 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA ITS AUSTRALIA |

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MAAS IN AUSTRALIA 2018 73 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA 74 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA ITS AUSTRALIA |

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MAAS IN AUSTRALIA 2018 75 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA 76 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA ITS AUSTRALIA |

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MAAS IN AUSTRALIA 2018 77 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA 78 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA ITS AUSTRALIA |

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MAAS IN AUSTRALIA 2018 79 APPENDIX B – CUSTOMER SURVEY QUESTIONS ITS AUSTRALIA 80 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA

Who did we talkto? Appendix C–Customer Demographics Survey in hisways (andtoo) oldschool.”* husbandwouldMy notagree, heismore set * usefulthingto happen.become avery anolderpersonIthinkthiscould“Being thoughts onthesurvey. quotes takenfrom respondents askedtheir ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 AGE 51% University DegreeUniversity I–IVorDiploma Certificate Year 12Certificate Year 9–11ofhighschool Education Level EMPLOYMENT &EDUCATION ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 % ofsample 40% 30% 16% 14% 81 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA 82 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA ITS AUSTRALIA * ages, young andold.” which isaffordable, safe and convenient for all public/sharing/technology basedtransportation you. Ireally of lookforward to“Thank thiskind thoughts onthesurvey. quotes takenfrom respondents askedtheir |

MAAS IN AUSTRALIA 2018 AGE

Where dotheylive? ITS AUSTRALIA * don’t seethishappeningwithinadecade.” replace thisneedifpriced low enough,butI vehiclesself driving available ondemandwill flexibility. en-mass deploymentPerhaps of options match owning your own car’s “As muchas Idisliketraffic Idon’t think thoughts onthesurvey. quotes takenfrom respondents askedtheir |

STATE MAAS IN AUSTRALIA 2018 83 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA 84 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA ITS AUSTRALIA METRO &METRO REGIONAL * for meto walk to abusstop.” schemes would beattractive asitisafairway Iever“If found myself unableto drive, these thoughts onthesurvey. quotes takenfrom respondents askedtheir |

MAAS IN AUSTRALIA 2018

What transport dotheyown? What transport Motorbike ownershipMotorbike Car ownership ITS AUSTRALIA CAR &MOTORBIKE |

MAAS IN AUSTRALIA 2018 85 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA 86 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA around thesuburbs.” traffic congestionandimprove overall environment using that andIthinkitwillreduce muchofthe i.e. consider $50permonth optionIwould certainly for meinmy area, ifthecost canbebrought down convenient system isvery transport distances. [The] the equation itworks outcheaperto drive for short cost[s] in[to] too much and whenyou kids bring not liketo drive, butthesedays publictransport system.of afuture Ipersonallydo transportation “I enjoyed andseeingthepossibilities thissurvey * thoughts onthesurvey. quotes takenfrom respondents askedtheir ITS AUSTRALIA MOBILITY AIDS MOBILITY |

MAAS IN AUSTRALIA 2018

What transport dotheyuse? What transport Mode Car asdriver Walking Car aspassenger Trains, trams, light rail Buses Taxis Ride-share (e.g. UberX) Ride-share Ferries Car rental Car-share (e.g. GoGet) Bicycle /pushbike Bicycle Cycles) (e.g. Reddygo, City Bike-share Motorbike orsimilar Motorbike

ITS AUSTRALIA TRANSPORT TYPES TRANSPORT Daily 56% 41% 8% 7% 6% 1% 1% 1% 1% 1% 3% 1% 2% Few timesa |

MAAS IN AUSTRALIA 2018 week 26% 30% 37% 12% 13% 3% 3% 2% 2% 2% 7% 2% 4% Few timesa month 14% 29% 22% 19% 15% 11% 5% 9% 6% 4% 3% 2% 4% Rarely orneverRarely 11% 23% 46% 52% 67% 53% 56% 68% 52% 39% 48% 34% 7% Unavailable 13% 10% 14% 35% 35% 25% 43% 40% 47% 57% 7% 4% 3% 87 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA 88 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA ITS AUSTRALIA TRANSPORT SPEND TRANSPORT |

MAAS IN AUSTRALIA 2018 Table across 2:Sampledistribution different remoteness areas, andhow itcompares withtheABSpopulation distribution. Table across 1:Sampledistribution states, andhow itcompares withtheABSpopulationdistribution. samplecloselymatched theAustralian Bureauour survey ofStatisticsCensus data. 4000demographically representative surveying AustraliansIn across regional urban, andruralareas, Australian Capital TerritoryAustralian Tasmania Northern Territory Northern Western Australia South AustraliaSouth Queensland Victoria New South WalesSouth New Survey demographics ascomparedSurvey withtheABSpopulation distribution (ASGS) Remoteness Designation Australian Statistical Geography Standard State/Territory Major citiesofAustraliaMajor Inner regionalInner Australia Outer regional Australia Remote Australia Very remoteVery Australia ITS AUSTRALIA |

1108 MAAS IN AUSTRALIA 2018 Size 130 517 514 790 893 0 0 3207 Size 541 204 21 12 Proportion Sample Proportion 13.1% 13.0% 20.0% 22.6% 28.0% 3.3% 0.0% 0.0% Sample 80.5% 13.6% 5.1% 0.5% 0.3% ABS proportion ABS proportion 10.5% 20.0% 25.7% 31.9% 71.2% 18.2% 1.7% 2.1% 1.0% 7.0% 8.5% 1.2% 0.8% 89 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA 90 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA Table across 4:Sampledistribution genders, andhow itcompares withtheABSpopulationdistribution. Table across 3:Sampledistribution different age groups, andhow itcompares withtheABSpopulationdistribution. Other Female Male Gender 75 years andolder 65-74 years old 50-64 years old 40-49 years old 30-39 years old 18-29 years old Under 18years old Age group ITS AUSTRALIA |

2041 1936 1005 MAAS IN AUSTRALIA 2018 Size Size 174 558 733 805 710 8 0 Proportion Proportion Sample Sample 51.2% 48.6% 14.0% 25.0% 18.0% 20.0% 17.0% 0.2% 4.0% 0.0% ABS proportion ABS proportion 49.9% 50.1% 18.0% 13.4% 14.1% 16.9% 22.4% 0.0% 6.6% 8.6% Table across 6:Sampledistribution different educationlevels andhow itcompares withtheABSpopulationdistribution. Table across 5:Sampledistribution different employment andhow categories itcompares withtheABSpopulationdistribution. Other Below Year10 Year 10 Labour force statusnotstated Year 11 Year 12orequivalent III/IV Certificate Not inthelabourforce Advanced Diploma Bachelor Degree Unemployed Graduate Diploma Postgraduate Degree Employed attainment level educational Highest Employment status ITS AUSTRALIA |

1251 2352 MAAS IN AUSTRALIA 2018 Size Size 304 133 655 637 550 973 382 188 425 39 81 0 Proportion Proportion Sample Sample 31.4% 16.4% 16.0% 13.8% 24.4% 59.0% 10.7% 7.6% 0.0% 1.0% 2.0% 3.3% 9.6% 4.7% ABS proportion ABS proportion 11.0% 33.1% 17.9% 24.2% 16.2% 56.1% 6.7% 0.0% 8.0% 5.6% 4.1% 8.6% 2.2% 6.3% 91 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA 92 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA ABS populationdistribution. Table across 8:Sampledistribution different andhow householdstructure categories itcompares withthe Table across 7:Sampledistribution different householdsize andhow categories itcompares withtheABSpopulationdistribution. Other Visitor onlyhouseholds Lone person Group household One parent families Couples withoutchildren Couples withchildren 5 ormore 4 3 2 1 Household structure Household size ITS AUSTRALIA |

1244 1153 1478 MAAS IN AUSTRALIA 2018 Size Size 324 705 245 314 401 669 732 705 0 Proportion Proportion Sample Sample 17.7% 31.2% 28.9% 10.1% 16.8% 18.4% 37.1% 17.7% 8.1% 0.0% 6.1% 7.9% ABS proportion ABS proportion

22.8% 10.4% 24.8% 30.3% 10.1% 15.9% 16.2% 33.4% 24.4% 6.0% 1.7% 4.0% ABS populationdistribution. Table across 9:Sampledistribution different andhow householdincomecategories itcompares withthe Prefer notto say $4,000 ormore perweek $3,000 -$3,999perweek $2,500 -$2,999perweek $2,000 -$2,499perweek $1,750 -$1,999perweek $1,500 -$1,749perweek $1,250 -$1,499perweek $1,000 -$1,249perweek $800 -$999perweek $650 -$799perweek $500 -$649perweek $400 -$499perweek $300 -$399perweek $150 -$299perweek $1 -$149perweek Neg/Nil Income Neg/Nil Household income ITS AUSTRALIA |

MAAS IN AUSTRALIA 2018 Size 570 147 201 255 300 300 303 268 331 307 266 241 207 115 95 79 0 Proportion Sample 14.3% 3.7% 5.0% 6.4% 7.5% 7.5% 7.6% 6.7% 8.3% 7.7% 6.7% 6.0% 5.2% 2.9% 2.4% 2.0% 0.0%

ABS proportion 10.4% 10.4% 6.8% 7.8% 6.4% 5.6% 5.8% 7.2% 8.0% 6.6% 7.0% 4.3% 6.4% 2.8% 2.0% 0.8% 1.6% 93 APPENDIX C – CUSTOMER SURVEY DEMOGRAPHICS ITS AUSTRALIA

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