It seems like an obvious statement to make that end user participation is key to the success of any Mobility as a Service deployment but often technology blinds us to that fact. “MaaS is many things to many people”, emphasised Alex Stewart – General Manager, Siemens Mobility Software (UKI) – at TRANSPORT Smart Class, North of England 2022, and “if we are to get the end user to use public transport we have to put their needs first”.
Alex’s presentation explained how MaaS needs to appeal to the end user with seamless plan, book, pay and ride: “They need to find it straightforward to plan and pay for their travel. They need confidence that their journey will be reliable, clean and safe. They need to consider their ticket to be good value for money” and “They need updated, personalised travel information available to them throughout their journey”. Passengers deserve to know the “why” not just the “what” and accurate information (via apps features such as personalised journey ‘Push Notifications’, for example) is “particularly important to those with accessibility needs”.
In driving users to adopt a MaaS app, Alex also highlighted the roles of salient messaging, feeling part of the program (e.g. through rewards, incentivisation and platform upgrades) and, perhaps most importantly, trust in the system: “During the pandemic, DRT services have been successfully used in a number of cases to transport key workers from their homes to hospitals – a great example of social value and the flexibility of digital solutions”.
His presentation also demonstrated the value that MaaS can deliver to other stakeholders, including MSPs and the Public Sector: “MaaS allows mobility service providers the ability to analyse passenger movement data, explore new revenue streams, make strategic partnerships and fact based business decisions…To local authorities MaaS is the means to take control of the transport system and meet targets in equality, education, decarbonisation and health”.
Alex referenced deployments of Siemens’ passenger apps and enabling technologies from around the world (Andorra, Luxemburg, Denmark, Bay Area & Silicon Valley and Dubai) and showcased Siemens’ exciting new project for Renfe which will make MaaS available in 28 cities across Spain and (by integrating shared and public transport) aims to attract 650,000 new customers to train travel, generate 1.8 million new trips in 5 years, increase train ticket sales in the main corridors by 3% to 4% and raise an extra €156,000,000 in income through the MaaS App.
For Siemens’ deeper dive hosted roundtable sessions with the delegates, Alex was joined by James West from Padam Mobility.
If you satisfy our regular delegate qualification criteria but were unable to join us in Manchester on September 9th for the live in-person event at Chetham’s School of Music, CLICK HERE and complete the short “Download form” (located at the bottom of the post) to receive a unique link enabling free access to the presentation video recordings and slides (including the film footage and slides from Alex’s initial presentation).
Those qualifying to receive the rich presentation content from this event include commissioning, procurement, trialling and partnering leads, senior influencers, strategic decision makers and planners from local authorities (e.g. city, borough, metropolitan, district and county councils); public transport operators; regional transport partnerships, sub-regional transport bodies, combined authorities, integrated transport authorities and passenger transport executives; highways authorities and road operators; government and supporting national transport agencies; fleet operators, parking operators, prime contractors etc.