What is the core value proposition of MaaS, and how is it impacted by COVID?
Must MaaS be financially sustainable to be a deemed a 'success?'
What principles must inform policies to ensure broad access and innovation?
Is there an ideal MaaS Operating Framework?
Can other sectors guide the way toward sustainable complex systems?
The potential benefits and impacts of MaaS are so big, it warrants asking big questions
MaaS-A-Con intends to be different from typical industry confabs that can be heavy on the 'trade' part and light on the 'workshop' aspect. MaaS-A-Con Virtual, while not the ideal format, has a significant positive attribute made possible due to fact it is virtual: no commercial content (!) which increases the time speakers have to dig deeply into the topic. Below are eight session descriptions, each followed by a position statement written purposefully to inspire comment. It is not right, or wrong. Panelists will respond to it and discuss, with the guidance of the event moderator, Andy Boenau, AICP. We believe this format can provide frank insights and knowledge about the core elements MaaS needs to achieve its potential.
Day 1: Wednesday September 9th, 11:00AM to 1:15PM EDT
Welcome Remarks by the Chair of MaaS America
SESSION 1: Public View | The Public Good Directive Behind MaaS
Public Transit advocates often proclaim that transit is, in fact must be, the foundation of, and basis for successful MaaS Ecosystems. Public Transit's primary charge is to move as many people, for as reasonable a fee, as possible. Theirs is a public good motive. It is about access. Because PT doesn't have surplus revenues - far from it - they must make trade-offs. Rather than shareholders, they have the public and elected officials to keep happy, all while trying to compete with private transport providers.
Position Statement: If I build my MaaS platform on a public transit business model, then I will never expect a profit and should expect to be funded by outside sources.
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, objectives are to grow adoption rates and revenues, with the ultimate goal being a surplus of revenues (profit) so they: 1) invest in improvements and value added services, and 2) attract and retain the best workforce. What drives the private sector, and what are their motives in the mobility space is the point of this session.
Position Statement: MaaS platforms solve travel problems and should be free to make a profit through B2B models, sponsorships, data monetization, and other means.
Day 2: Wednesday September 16th, 11:00AM to 1:15PM EDT
SESSION 3: MaaS View | The Mutual Benefit Mandate
Each leg of the stool: private enterprise, public operators and of course the moving public, has a unique answer to the question "What do you want out of MaaS?" The issue with a three-legged stool is that if you weaken one leg, or grow one, you upset the balance and the stool topples. Successful MaaS requires balance. It must be informed, designed and operated in terms of a "Mutual Benefit Mandate." What would this "MBM" system look like and can it be built to respect and reflect all legs?
Position Statement: A MaaS platform’s success is defined differently by private operators, public operators, and the traveling public. We must hold separate expectations for B2B, B2G, B2C and G2C business models.
SESSION 4: MaaS Framework, Part 1: Components of the Ecosystem
The answers to the big mobility questions MaaS can solve may be shaped most by one factor: the framework for MaaS. The challenge is that to build a framework takes a common ‘frame’ of reference – and MaaS is in the eye of the beholder. MaaS draws on actors that are normally stove-piped and working to establish their own form of MaaS. Frameworks are shaped and bounded by principles that yield business models that deliver what's important to the model's sponsor. If sponsor goals differ, you get different models, and parties pushing to channel the market in their favor. MaaS must do better. What are the principles of the framework that will yield the ideal MaaS ecosystem.
Position Statement: Loose guidance will promote mobility innovation, but rigid standards will stifle MaaS deployment. We need a compass for direction, not a map with turn-by-turn instructions.
Day 3: Wednesday September 23rd, 11:00AM to 1:15PM EDT
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.
Position Statement: B2X and G2X operational models require separate and overlapping frameworks to be successful.
SESSION 6: Making MaaS, Part 1: Payment for Seamless Mobility
The payment industry established and adopted standards to ensure interoperability - mostly through a cooperative self-governance approach. What can MaaS learn and leverage from that? How do we achieve the same outcome while allowing market competition and inclusive services? Certain threads run through the fabric of traditional consumer as well as mobility payments today: account management, transaction processing, and reconciliation. Picking the right financial model requires knowing complex variables such as infrastructure resources (and capital outlay), value proposition, booking channel, trip-type, customer segments and stakeholders. What are the MaaS payment system requirements, how much can we re-use and re-purpose, and what must we re-invent.
Position Statement: Customers should be able to use a mobile device to pay for everything, regardless of travel mode or brand.
Day 4: Wednesday September 30th, 11:00AM to 1:15PM EDT
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 process and procedures that (duly) require a competitive procurement process to ensure transparency, accountability, inclusion, non-discrimination (Title VI) and a fair and competitive business environment. Does this model still work in the new world of shared mobility - one dominated by private sector innovators and start-ups coming into the space for the first time?
Position Statement: Public procurement processes are a barrier to new mobility options, and should be reformed to speed up the path to market, which increases competition.
SESSION 8: MaaS Solutions for Resilient Mobility
In this wrap-up session, our MC Andy Boenau summarizes what we discussed, including some of the elephants in the room. What is REALLY getting in the way of MaaS? What do we, or what does the ecosystem, need to meet the requirements of this new mobility landscape. Participants share frank thoughts about the framework and other fundamentals.
Position Statement: MaaS needs high-occupancy transit, payment consolidation and an infrastructure that doesn’t prioritize single-occupant cars. And those 3 things are what’s holding back MaaS solutions that serve the traveling public.