What is the core value proposition of MaaS?
Must MaaS be financially sustainable to be a success?
What principles must be present in the regulatory context to ensure broad access for people and incentives for business to innovate?
Is there an ideal MaaS Business Model or Operating Framework?
- What can other sectors teach about complex system deployments - think utilities and travel sites?
The potential benefits and impacts of MaaS are so big, it warrants asking big questions
MaaS-A-Con is designed to be different from the typical industry confab - those hyper events that tend to be heavy on the 'trade' part and too light on the 'workshop' aspect. MaaS-A-Con limits the number of sessions, but increases the number of minutes, so delegates and speakers have the time they need to dig deeply into a topic. Our goal is to enable an interactive environment for people to share insights and knowledge about the core elements MaaS needs to succeed.
Day 1: Tuesday August 25th, 8:30 to 5:30
8:30 - 9:00 | WELCOME REMARKS:
Therese McMillan, Executive Director, MTC
Willy Dommen, Chair, MaaS America Board of Directors
9:00 - 10:30 | SESSION 1: Public View | The Public Good Directive Behind MaaS
Public Transit advocates often proclaim that transit is the foundation of, and basis for successful, MaaS Ecosystems. PT's primary charge is broad: to move as many people, for as reasonable a price, as possible. Theirs is thus a public good motive. It is about access. Because PT doesn't have surplus revenues - far from it - they must make trade-offs. And rather than shareholders, they have the public and elected officials to keep happy all while trying to compete with private transport providers.
10:30 - 10:45 | BREAK
10:45 - 11:30 | KEYNOTE PRESENTATION by Dr. Susan Shaheen, UC Berkeley:
Mobility on Demand & Mobility as a Service: Early Understanding
This presentation focuses on Mobility on Demand (MOD) and Mobility as a Service (MaaS). This includes key definitions, concepts of operation, a census of MOD public-private partnerships in the U.S., analysis of business models and use cases, and key takeaways from this analysis. The presentation also focuses on the critical role of the built environment and its effects on shared mobility outcomes. She will conclude with policy recommendations and a new framework for mapping “mobility areas” to a range of shared-mobility options.
Susan Shaheen is a pioneer and thought leader in emerging mobility strategies. She is a Professor in Civil Engineering and Co-Director of the Transportation Sustainability Research Center at UC Berkeley. She has authored over 65 journal articles and co-edited two books. She received the 2017 Roy W. Crum award from the Transportation Research Board (TRB) for distinguished achievements in transportation research. In May 2016, she was named one of the top 10 academic thought leaders in transportation by the Eno Transportation Foundation. She is a member of the TRB Executive Committee and will serve as Vice Chair in 2020.
11:30 - 1:00 | SESSION 2: Private View | MaaS as a Venture - Motives and Enablers
MaaS has many actors, each with unique goals and objectives, and each with different pressures. For the private sector, the objectives are to grow adoption rates and revenues, with the ultimate goal being a surplus of revenues: 1) meet shareholder demands and; 2) invest in product improvements and value added services to retain users and stay ahead of the competition. What drives the private sector, and what are their motives in the mobility space is the point of this session.
1:00 - 2:00 | LUNCH
2:00 - 3:30 | SESSION 3: MaaS View | The Mutual Benefit Mandate
Each leg of the stool: private companies, public operators and owners, and of course the moving public, has a unique answer to the question "What do you want out of MaaS?" Each works to establish their own value proposition. The issue is a three-legged stool is that if you weaken one leg, or for that matter, grow one, you tip the balance and the stool falls over. Successful MaaS platforms require balance. They must be informed, designed and operated in terms of a "Mutual Benefit Mandate" (MBM). In this session, public and private sector panelists discuss the key requirements of MaaS in their view and what an MBM system would look like and how it would result in the model MaaS that respects and reflects all legs.
3:30 - 4:00 | BREAK
4:00 - 5:30 | SESSION 4: MaaS Framework, Part 1: Components of the Ecosystem
The answers to the big mobility questions MaaS can solve may be shaped by one factor over any other: the framework for MaaS. The challenge to knowing that is, is that MaaS is in the eye of the beholder. To build a framework takes a common frame of reference. This is important, as MaaS draws on transport actors who are normally stove-piped. Each has their own definition of MaaS and thus works to establish their own type of MaaS. But MaaS requires a balance, e.g. financial incentives and inclusive, broad access. Frameworks are shaped and bounded by principles that yield business models that deliver what's important to the business mode's sponsor. If stakeholder's goals differ, you get different models, with parties pushing for frameworks that channel the market in their favor at the other's expense. MaaS must do better. In this 2-part session we dive nto the principles of the framework that can yield the ideal MaaS ecosystem.
Day 2: Wednesday August 26th, 8:30 to 3:00
8:30 - 10:00 | SESSION 5: MaaS Framework, Part 2: Principles of Viable Models
Continuing the discussion from Part 1, focusing on driving a consensus toward the key principles of a MaaS framework and how to integrate them into the operating model.
10:00 - 10:30 | BREAK
10:30 - 12:00 | SESSION 6: Making MaaS, Part 1: Payment for Seamless Mobility
The payment industry established and adopted operating standards to ensure interoperability - mostly through a cooperative self-governance approach. What can MaaS learn and leverage from them? How do we bring the right actors together to achieve the same outcome while allowing market competition and inclusive services? Certain threads run through the fabric of traditional consumer, and mobility, payment services: account management, transaction processing, reconciliation, etc. Determining the financial model requires knowing complex variables such as infrastructure resources (capital outlay), value proposition, booking channel, trip-type, customer segments and stakeholders. This session dives into MaaS payment system requirements, with discussion on we can re-use and re-purpose, and what we may have to re-invent.
12:00 - 1:00 | LUNCH
1:00 - 2:30 | SESSION 7: Making MaaS, Part 2: Is Your Transport Policy Ready?
We all know the frustration. You’re a startup, software vendor or mobility services provider who wants to bring innovation to business and government markets. What is a common blocker? Often it is the government procurement processes and procedures that (duly) require a competitive public procurement process that ensures transparency, accountability, inclusion, non-discrimination (think Title VI) and a fair and competitive business environment. Does this model still work well in the new world of shared mobility - one dominated by private sector innovators and start-ups coming into the MaaS space for the first time?
2:30 - 3:00 | CLOSING REMARKS & WRAP-UP: Next Steps Idea Session
A wrap-up discussion of what we heard at this event and a look at MaaS America's proposed 2020 program and what MaaS America should prioritize to advance a MaaS ecosystems that supports the American form of mobility.