Inviting travelers to the smorgasbord of sustainable urban transport: evidence from a MaaS field trial

A Mobility-as-a-Service (MaaS) concept, UbiGo, was implemented in Gothenburg, Sweden, and used for a 6-month period by 195 individuals in 83 households. Four participant subgroups were identified: Car shedders, Car accessors, Simplifiers, and Economizers. A qualitative analysis revealed that the subgroups had different reasons to join the service and different expectations of the change that would occur on the basis of the altered preconditions offered by the service. Previous car users reduced their use of private car and increased their use of public transport and active modes. Participants who did not have access to a privately-owned car but thought they needed one discovered that they managed well without. Other participants were reinforced in their existing behaviors but in ways they did not envisage, depending on which goals they had at the outset of the trial. Overall, the participants were also satisfied with the service, as well as with stated changes and non-changes, even if this in some cases meant more planning. Based on the empirical findings it could be argued that a service approach, such as UbiGo, has the potential to reduce the need for private car ownership, and enable people to change their mode choices and travel patterns. The potential relies however on a number of specific features of the service of which flexibility and a need- rather than a mode-based approach are key features.