MaaS in a Regional setting: recent experience

The aim of this paper is to examine the evidence base for a technology-led approach to the policy of reducing rural transport disadvantage. Previous mobility interventions are shown to provide the foundations for regional and rural Mobility as a Service (MaaS). Beginning with a definition of MaaS, the main body of the paper focusses on the experience to date with MaaS in a regional and rural setting with consideration of recent evidence in an international context. We consider the elements of rural MaaS, and a variety of schemes, their status and levels of integration. Findings show that MaaS in a rural context is dominated by a preponderance of short-lived pilots with only a small user base, even in Finland and Sweden which can be described as the trailblazer locations. There are examples of niche schemes such as tourist focussed and there is evidence that car-based services are becoming more prevalent. Ultimately, prospects for scalability appear limited in current Rural MaaS activities since this will depend on how well MaaS segments the market