1. MaaS: opportunities for rural Scotland
Rural Transport Convention, Inverness
Ally McInroy
Senior Programme Manager
MaaS Scotland
MaaS Scotland – 70 organisations across Scotland and UK operating in MaaS space – largest of its kind in Europe
Support organisations to test and upscale MaaS
Personally new to MaaS – approach from a Scientist, Technologist and Consumer perspective

2. What is MaaS?
Digital platform supplying a customer focussed, seamless and valued mobility service
Personalised service
Multi-modal journey planning
Payment
Real time journey management
Powered by a ‘core’ of open and private data
Will provide a more convenient, attractive and cheaper service for users
Combines all private and pubic transport information and presents to the user in a format that allows them to make informed decision
Delivered through subscription and ‘pay as you go’ models

3. Where did MaaS come from?
Market
Rise of sharing economy
Increase in service-based models
Personalisation/convenience of service
Technology
Data gathering, communication and analysis
IoT (V2V, V2X, X2X)
Mobile technology
Traffic management systems
Smart ticketing
14% of consumer income on transport – car costs ~ £ pcm and is stationary for 96% of the time
Car sharing projected to increase from 7m to 26m by 2020 (F&S), average car use to increase from 11,000 to 20,000 miles per annum
Car ownership to decrease from 2.1 to 1.3 cars per household
Technology is, for the 1st time, in a position to deliver

4. Potential benefits Sustainability and efficiency
Maximise efficiency of existing transport assets
Manage supply and demand curves for Scotland’s busiest transport routes
Improve planning and policy decisions through better visibility of traveller needs and behaviours
Environment and health
Reduce carbon emissions by increasing patronage on Public Transport and encouraging vehicle sharing
Incentivise active travel such as cycling and walking
Align transport provision with key NHS services
Inclusivity and community
Significantly improve transport provision for those without access to a car
Improve access to transport services for those with disability or living with poor health
Enhance connectivity for island, rural and semi-rural communities
Potential benefits vary depending on what prism MaaS is being viewed through – how do we use that data?
Efficient use of assets, improve access to transport modes for those without access to a car or living with disability.
Incentivisation

5. Rural MaaS Dynamic services Integration with main transport arteries
Flexible services driven by data and algorithms
Dynamic routing
Easy booking
Integration with main transport arteries
Mobility hubs
Utilising spare capacity
Data to assist better use of current assets, downtime vehicles
Car clubs, community/volunteer services
Low population density, longer distance journeys – difficult to supply viable options Data – understand the true cost of journeys.
Technology allowing DRT for the 21st century – Arriva Click – Sittingbourne Kent
Integration and mobility hubs – cf Uber and Virgin
Enough vehicles – not necessarily doing what they need to be doing at any one time
Oxfordshire comet - uses vehicles normally for school trips and assisted transport
Community services –Stirling Council using to link with FVRH

6. Challenges
Complex landscape – many, many stakeholders Roles and responsibilities – debated/unknown Strategic framework – no top down approach Limited evidence – on true impact on passenger behaviour Connectivity – digital infrastructure not currently in place Business models – how do we ensure sustainable models across Scotland?
46% of Scotland’s A & B roads have telephone call coverage
Only 38% have data coverage

7. MaaS Scotland paper

8. Programme for Government
We will also harness innovation within our transport systems, through £2 million support for the development of ‘Mobility as a Service’ which aims to make smart and seamless public and shared transport options as desirable as owning our own car.
Funding commitment in addition to previous announcement regards creation of Future of Mobility Working Group at MaaS Scotland Conference in June.
Exciting times ahead for MaaS

9. Our network

10. alastair.mcinroy@technologyscotland.scot www.maas-scotland.com