MaaSsive Opportunities for Modal Shift in Wales: TRANSPORT Smart Class, Wales 2022 Retrospective


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A growing remit for Transport for Wales (TfW) is to become an integrated provider of seamless door-to-door journeys. Through better integrated journey planning and ticketing, and expanding access to shared and demand-responsive mobility, TfW aims to unlock new opportunities for people to travel in Wales and beyond.

Adam Stead leads on Digital Strategy at TfW and his opening keynote presentation at TRANSPORT Smart Class, Wales 2022 introduced the concept of Mobility-as-a-Service (MaaS), what it is and what makes MaaS unique within Wales.

Adam explained how TfW has approached the problem of creating a MaaS strategy by gaining a deeper understanding of customer needs and challenges and validating ideas for MaaS with customers, and outlined TfW’s plan to combine their digital services together to revitalise the digital customer experience in Wales.

The scope of Adam’s presentation covered: Levels of MaaS in Wales (based on Jana Sochor’s “5 degrees of MaaS integration”); Researched global best practice of MaaS deployments; A MaaS Outline Service Blueprint (from multi-modal journey planning, journey vending, journey discovery and journey support to customer relationships, transport network design, settlement & reconciliation and orchestrating mobility services); Creating turn-up-and-go Metro services in Wales; Customer Research (identifying and validating how digital touchpoints can support people in Wales in adopting more sustainable transport choices and reducing their need for a car); and Multi-Modal Product Strategy (product vision, transport market demand, MaaS impacts – digital market share, product goals and dual mobile app strategy).

If you meet our regular delegate qualification criteria but were unable to join us at voco St David’s Cardiff for the live in-person event on May 26th, 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 Adam’s keynote).

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 and private 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, vehicle manufacturers, parking operators, prime contractors etc.

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TRANSPORT Smart Class, Wales 2022

On 26th May 2022 we will be casting a spotlight over Wales, hosting our speakers discussions on how the latest digital innovations can help overcome the transport and mobility challenges faced by burgeoning city-regions including South East Wales and the Cardiff Capital Region, Swansea Bay, North East Wales/Deeside, and beyond.


   Cardiff, UK

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