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The Evolution from Mobility-as-a-Service to Mobility-as-a-Feature
Another Overhyped Buzzword or a Driver of True Value?
22-Nov-2024
Global
Market Research
MH88-01-00-00-00
AU_2024_1136
Mobility-as-a-Feature (MaaF) is a concept introduced by David A. Hensher and Sampo Hietanen, and involves seamlessly embedding mobility services into existing platforms, such as insurance or hotel booking apps. This approach aims to make transportation an effortless part of our daily routines, seamlessly blending with activities such as commuting and shopping. While MaaF is still in its very early nascent stage, glimpses of its potential in various applications are starting to shine.
• Electric mobility hubs are being integrated into upcoming real estate projects in Australia through Ohmie GO Envoy - Electric Car Share.
• Lidl stores across Ireland now have 100 GoCar Ireland for sharing and more than 6,000 people have already used this service in 2023.
• Munich-based start-up RideBee and SSV Jahn Regensburg launched a carpooling option—a free public transport ticket integrated into the admission ticket, free shuttle service from the main train station to the stadium, and free eBike sharing offer on match days.
• Lage Weide business park in Utrecht offers free access to eBikes from TIER Mobility, and partnered with Gaiyo, having one key for all mobility and providing 18 mobility hubs for employees.
• The State of Mississippi has allocated up to $1 million annually to Uber Health, the state aims to reduce missed appointments and improve healthcare accessibility for its residents.
While MaaF solutions hold great promise, for them to truly flourish on a larger scale, several interconnected elements must align—regulations, contractual frameworks, technology, partnerships, consumer acceptance, and support from the public sector, among others.
MaaS and MaaF—Scope of Analysis
Why is it Increasingly Difficult to Grow?
The Strategic Imperative 8™
The Impact of the Top 3 Strategic Imperatives on the Mobility-as-a-Feature (MaaF) Industry
Growth Opportunities Fuel the Growth Pipeline Engine™
Growth Metrics
Growth Drivers
Growth Restraints
Shared Mobility—Business Model Definitions
Differences Between MaaS and MaaF
Roadmap for MaaS Evolution
What has Happened to MaaS?
Private Cars in the Multi-modal MaaF Mix
Possible Revenue Models for MaaF
MaaF—Overview of Future Applications
MaaF—Potential Applications
Super Apps—A Natural Progression to MaaF Solutions
Super Apps—Case Study
Super Apps—Modal Integrations
Potential of MaaF in Retail and Shopping Centers
Case Study—Retail and Shopping Centers
Retail and Shopping Centers—Modal Integrations*
Potential of MaaF in the Hospitality and Tourism Industry
Case Study—Hospitality and Tourism Industry
Hospitality and Tourism Industry—Modal Integrations*
Potential of MaaF in the Real Estate Industry
Case Study—Real Estate Industry
Real Estate Industry—Modal Integrations*
Potential of MaaF in Business Parks
Case Study—Business Parks
Business Parks—Modal Integrations*
Potential of MaaF in Educational Institutions
Case Study—Educational Institutions
Educational Institutions—Modal Integrations
Potential of MaaF in the Airport Industry
Case Study—Airport Industry
Airport Industry—Modal Integrations*
Potential of MaaF in the Healthcare Industry
Case Study—Healthcare Industry
Healthcare Industry—Modal Integrations*
Potential of MaaF in the Mapping Industry
Case Study—Mapping Industry
Mapping Industry—Modal Integrations*
MaaF—Other Future Applications
Quotes from Industry Experts
Recommendations for the Implementation of MaaF
Hyper-connected City Beyond 2050
Growth Opportunity 1: Build a Partnership Ecosystem
Growth Opportunity 1: Build a Partnership Ecosystem (continued)
Growth Opportunity 2: Autonomous Technologies
Growth Opportunity 2: Autonomous Technologies (continued)
Growth Opportunity 3: Advanced Analytics and Personalization
Growth Opportunity 3: Advanced Analytics and Personalization (continued)
Benefits and Impacts of Growth Opportunities
Action Items & Next Steps
List of Exhibits
Legal Disclaimer
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