RESPONSIBLE ENTREPRENEURSHIP VISION DEVELOPMENT AND ETHICS

Mobility as a service in smart cities 431
The conceptual model has two main components: the user or customer as a beneficiary
of the services and MaaS system as a provider of Mobility as a Service.
The user is the main source for mobility requirements and all these requirements will be
provided based on the following items:
– User profile – the profile will be elaborated in an automated manner based on the inputs
from the user and based on the characteristics and parameters collected by an automated device
(in this case, a smartphone could be a good solution, as a hardware component, and a social
media app, as a software component, to solve this problem of collecting data).
– Restrictions – the user as well as the MaaS system could be placed in an environment
with some restrictions in terms of collecting data and processing and transmitting information
to different parts of the system. A backup system as well as components could provide
the best solution in terms of eliminating some restrictions. The restrictions could be grouped
in: technical restrictions (ex. mobile communication availability), market restrictions (ex. the
lack of market information), regulatory restrictions (ex. public transport information is not
available) and personal restrictions (ex. User disabilities resulting in special needs)
– External factors – some external factors act on user as well as MaaS and the effect of
this action could change the context of MaaS. For instance, the existence of communication
infrastructure could accelerate the development of MaaS.
– User satisfaction – the user satisfaction is defined based on ideal/reference model for
a mobility service and the comparison of real service with this reference model. This satisfaction
is important for MaaS as a business, in terms of keeping the user in a friendly environment.
Mobility as a Service needs a support system to provide different services as well as to
transfer the information from different transport modes to the user. The system could be, at
the beginning, a platform which will collect the information from basic transport systems to
the user.
The main component of MaaS system is the ICT support system which is dealing with
collecting, transmitting and processing information as well as with the presenting of this information
in an understandable format for all users. The ICT platform as support system for MaaS
system will exchange data and information with the following components:
– Owned vehicles – the system will integrate all available vehicles (the models and limitations
of current ride sharing platform can be seen as a first step implementing this);
– Public transport – this is the main component of the transport system which will provide
transport and mobility services in the MaaS system. The role of public transport will be
increased and the priority in traffic as well as in investment will be main aspects in planning
new systems.
– Taxi, Car sharing – the main characteristics of the user’s profile as well as the availability
of vehicles will include taxi system in MaaS system as provider of specific transport
services (and other similar systems).
– Bikes – this component includes parking areas for bikes and rent-a-bike systems for both,
private and public bikes.
– Ped. ways – another direction is to include walking as an important mode for a multimodal
transport system support for MaaS.
– Shops – the role of shops is, on the one hand, as destinations for urban trips (transport
of people) and, on the other hand, as provider of goods (transport of goods).