MaaS modelling: a review of factors, customers’ profiles, choices and business models

Mobility-as-a-Service (MaaS) system is regarded as one of the emerging solutions to offer integrated, seamless, and flexible multi-modal mobility services as an alternative to privately owned mobility resources. MaaS is expected to change the way users will choose their modes of transport to reach their daily activities, and how service providers will generate profits, cooperate, and compete. To successfully deploy MaaS to reach the intended goals, it is critical to develop feasible and sustainable models that capture the diverse needs of customers as well as the diverse and often competing objectives of service providers. This paper aims to provide a general modelling framework and a critical and descriptive analysis of the relevant literature relating all main actors in the MaaS ecosystem, and identify and discuss all factors that are considered relevant, focusing on the actor’s decision-making processes and their correlations. This review shows the large variety and interaction of factors influencing MaaS adoption and their impact on forecasting MaaS appeal.