Business Model Generation for a MaaS in Switzerland

Abstract

Mobility-as-Service (MaaS), defined as a unified platform that seamlessly integrates journey creation, booking, payment and information across public and private transport providers over one interface, has gained traction in the recent years. However, the collaboration between public and private transport providers is seen as one of the biggest challenges. Per example conflicting interests, fear of loss of control over customers and data are a few examples which disturb the MaaS collaboration. The problem to solve in this master thesis is to understand how a MaaS system that seamlessly integrates public and private services can be realized nationwide in Switzerland. The thesis will first analyze how the private and public transport landscape in Switzerland looks like. Moreover, the drivers and barriers of public and private companies to participate in a MaaS system in Switzerland will be analyzed. In addition, the motivation for customers to use a MaaS system in Switzerland will be investigated. The assessment of existing MaaS examples, will draw learnings on how other MaaS systems have met the needs of customers and private and public transport providers. Furthermore, recommendations on a conceptualization of a business model for a nationwide MaaS in Switzerland will be given. In the end, the business model prototype will be critically evaluated through expert interviews.