Mobility as a Service (MaaS)
What are we doing?
Mobility as a Service (MaaS) envisions a seamless, door-to-door combination of transportation modes—public and private transit, bikeshare, rideshare, carshare, vanpool, taxi, employer commute benefits, electric scooter/bike lease, pay-by-phone parking, future robo-taxis—to reduce private auto usage. A “Mobility Aggregator” gathers all services into a unified smartphone app with easy fare payment, one-stop billing and integrated employer subsidies. MaaS dissolves the boundaries between different transport modes, providing a more customer-centered experience while improving the efficiency of the entire transport system.
Bay Area employers provide a range of customized employee programs to facilitate commuting: transit passes, Wi-Fi motor coach service, last mile shuttle buses from transit, payroll subsidies and more. Our MaaS Project aspires to accelerate software integration between mobility apps and employer programs.
Stanford University has an exemplary commute program. Stanford’s $3.60/day parking charge that funds such incentives as the Marguerite shuttle bus and Caltrain GoPass has reduced single occupancy vehicle (SOV) commuters to 48 percent and has eliminated the need for $107 million in new parking structures.
Working with employers, Joint Venture will undertake various revenue-neutral pricing experiments to accelerate MaaS adoption.
- Make it more convenient for anyone, anywhere, at any time to have a competitive option to driving alone
- Measurably increase mobility, convenience and productivity
- Reduce stress, congestion and GHG emissions
- Make mobility service software more interoperable and better integrated
- Break down barriers that reduce user convenience
- Pursue an entrepreneurial, lean startup approach with a series of pilots, technology accelerations and hackathons
- Explore ways to provide faster, more reliable employee commutes
- Maintain and expand our regional MaaS partnership with selected cities, agencies and major employers
Why are we doing this?
The Bay Area now has the nation’s second worst traffic, behind only Los Angeles. Finding new ways to reduce Bay Area vehicle miles traveled (VMT) and associated GHG emissions is a regional priority.
Our effort provides a missing puzzle piece that is synergistic with other important efforts:
- California Transportation Plan 2040 (increase per-mile driving cost by 75 percent, convert all HOV2 to HOV4, double transit ridership and biking, stop highway expansion)
- Highway 101 Smart Corridor / AB 378 (increase transit, carpooling, ramp metering, and park and ride)
- VTA technology projects (VTA+ last mile, Subscription Flex line haul, EventTIK payment, 311 VTAlert, HOT app, mobility app, trip planner, hackathons, Innovation Center, and Call for Transport Innovations)
- Caltrain Commuter Coalition’s initiative to double Caltrain ridership
- SPUR’s Seamless Public Transit Project (make 24 transit operators appear as 1; rationalize fares; modernize payment, transfers, regional network, traveler information, and marketing)
- Open data/interoperability efforts by Portland TriMet, Finland Tekes, Rocky Mountain Institute and others
In February 2015, Joint Venture’s Climate Prosperity Program formed a MaaS collaboration with the cities of Palo Alto and San Jose and the Santa Clara Valley Transportation Authority (VTA). Palo Alto City Manager James Keene chairs the Climate Prosperity Program. San Jose Mayor Sam Liccardo co-chairs the Joint Venture board and VTA General Manager Nuria Fernandez is a Joint Venture board member.
What are the latest developments?
- In February, a Mobility Aggregator software firm committed to developing a compelling mobility app for Silicon Valley pilots. This represents a substantial “in-kind” contribution to our project.
- We also held our first “MaaS Convening” in February with Joint Venture, Palo Alto, San Jose, VTA, Finland Transport/Innovation Agencies and Stanford. On May 12, our second “MaaS Convening” grew to 45 attendees, including representatives from Bay Area Air Quality Management District’s Air Resource team, Apple, Assembly member Kevin Mullin’s office, C/CAG, Contra Costa Transit Authority, Commute.org, Finland’s MaaS team, Intuit, Lockheed Martin, Lyft, McKinsey, Microsoft, the cities of Mountain View, Palo Alto and San Jose, MTC, RideScout, Rocky Mountain Institute, San Mateo County, SamTrans, SPUR, Stanford, Sustainable Silicon Valley, Transform and VTA.
- In April, VTA General Manager Nuria Fernandez committed in principle to a MaaS pilot with VTA employees using MaaS software.
- On May 6, we undertook a collaborative “Design Sprint” to design the ideal mobile app with Joint Venture, a mobility aggregator software firm, Palo Alto and multiple VTA staff.
- Over four months, we held 55 one-on-one meetings with ecosystem stakeholders: 8 with mobility aggregators (RideScout, MoovIt, and others), 8 with mobility service providers (Lyft, Carma, RidePal, and others), 9 with employers, 7 with NGOs, and 21 with government entities, including U.S. Transportation Secretary Anthony Foxx.
- Provide pilot project management, encompassing: collaborative application design, collaborative commute benefits options design, collaborative employee commute solutions “gap analysis,” focus groups, survey research, decision-ready feasibility analysis, alpha test, beta test, pilot rollout, training, support, performance measurement.
- Persuade employers to undertake feasibility analyses leading to “go/no go” executive staff decisions on whether to undertake MaaS pilots.
- Identify barriers to user convenience and develop solutions.
- Author MaaS white papers.
- Undertake additional “MaaS Convenings”
Where do I find out more?
To learn more about this initiative, please contact:
Executive Director, Smart Mobility