Business Models for Mobility as a Service (MaaS): Enhancing Financial Sustainability and User Adoption

Abstract This thesis focuses on business models for Mobility as a Service (MaaS), a novel approach aimed at integrating diverse modes of transport into a unified digital platform. A significant challenge facing MaaS platforms is their inability to achieve financial sustainability, coupled with difficulties in attracting and retaining users. Many platforms heavily rely on government subsidies, fail to generate adequate revenues, and struggle to overcome user adoption barriers, leading to the failure of numerous initiatives and posing a serious threat to the future of this concept. To address these challenges, the research adopts a comprehensive methodology, including an extensive literature review, case study analyses of existing MaaS platforms, and in-depth assessments using secondary data. The analyses are carried out using methods such as SWOT, PEST, and Porter’s Five Forces to uncover strengths, weaknesses, opportunities, and threats in current systems. Key issues such as user behavioural and cultural resistance, technical integration challenges, and collaboration difficulties among public and private stakeholders are thoroughly examined. The study focuses then on the development of an optimised business model designed to enhance the financial sustainability and operational efficiency of MaaS platforms. This proposed model offers innovative solutions to reduce dependence on government subsidies, improve revenue streams, and foster greater user adoption. It emphasises the importance of stakeholder collaboration, leveraging advanced technologies such as blockchain and data analytics, and aligning services with user needs and behaviours. The findings demonstrate that implementing the proposed ideas and recommendations can result in more robust and sustainable business models for MaaS. These models not only improve profitability but also enhance user engagement and adoption, ensuring the long-term viability of MaaS as a transformative solution in modern urban transport systems.