Digital Mobility by 2030: Thinking Beyond Apps – Reimagining Mobility

Our Perspective

We’ve been thinking a lot about Mobility-as-a-Service (MaaS) recently and keep coming back to the same conclusion. We’re aiming too low. In many cases, mobility platforms are still being framed as a digital layer, something that helps you plan a journey or pay for a ticket. That’s useful, but it’s not transformative. To us, the opportunities presented by a well formulated mobility platform is something much bigger.

It’s about how an entire mobility system is designed, integrated, operated, managed, updated and refined. How transport is often the driving force behind economic prosperity; How well construed transport ecosystems are transformational to healthier and happier communities; and how the digital layer can be transformational, if designed as an active part of the entire transport ecosystem.

Cities around the world are entering a critical decade for mobility transformation. Investments in public transport, digital infrastructure and sustainability are accelerating – still many of our transport ecosystems remain fragmented.

From Transport Networks to Mobility Ecosystems

Traditional transport systems are typically developed and operated in silos.

A Digital Mobility Platform brings these elements together by integrating:

• Public and private transport modes
• Land use and urban planning
• Digital platforms and data systems
• User-centric service design.

This shift also supports the development and perhaps even redefinition of “15-minute communities”. Where essential services are accessible within short, sustainable journeys.

Mobility hubs will play a central role – offering well-designed spaces where people can easily transition between modes in a comfortable, accessible and engaging environment.

A Vision for 2030

By 2030, cities, regions and even countries will have the opportunity to deliver truly integrated mobility systems.

These systems would include:

• Seamless multimodal journeys across all transport options
• A single platform to plan, book, pay and ride
• Simplified fares, ticketing and ABT payments solutions
• Real-time, data-driven optimization of services
• AI driven data-based decision making to better accommodate disruptions, incidents, maintenance, special events and even adjust to peak demands
• Integration of all modes of transport including new and emerging mobility solutions such as autonomous vehicles and, in time, eVTOLs
• Real-time updates and rerouting to support incidents and issues and therefore better use of the entire transport ecosystem.

The defining feature, or new mobility ecosystems must be flexibility. A mode-agnostic system, capable of evolving alongside new technologies. Changing transport environments, regulatory requirements, new communications technologies, artificial intelligence, new data standards. The integration of new mobility modes and a much more flexible and holistic approach to delivering transport.
It’ll be by working together that we make the changes that our operators, customers and ecology expects, needs and wants.

What Needs to Change

If we’re serious about improving mobility, a few things need to happen.

First, we need to design systems around people, not modes of transport. Not what is easiest and quickest to deliver. Not what is convenient. Not compromised by a poor platform, or a supplier with a different vision. But firmly focused on your collective goals with a platform provider that is committed to put the hours in to support your goals.

Second, we need to take data seriously. We need to better understand what additional data is required. Then we can define standards and systems that support the delivery of your transport ecosystem. All too often, data standards are introduced by those that don’t necessarily have the experience to understand the decisions they have made. For example, only providing real-time data on exception and the impact that has on digital mobility platforms.

Third, we need to embrace the notion that we stand of fall together, we must all work collectively to effect change. Many of these types of platforms have failed not specifically because of the technologies but because of the inability for different social factions to embrace change; accept compromise; see the bigger picture; accept that advanced mobility while different will increase our reliance of the complete transport infrastructure. This will be good for all transport, operators, customers and our collective well-being.

Fourth, we must look at how technology is adapting and improving. Then identify how that can be leveraged to meet our business and customer needs. There is much discussion about AI but do we know the implications of this rapidly evolving technology? Or what comms will be required to support autonomous mobility integration? And how the terabytes of additional data that could and should be made available from connected vehicles, should be collected, stored and utilised.

Fifth, depending on your transport vision, and particularly for larger geographic regions, there will need to be a wider review of your current transport systems. The review may need to take account of initiatives such as fare simplification, ticket consolidation, payments integration, process harmonisation and general mobility alliances. These will support initiatives such as guaranteed connections, multi-operator transfers, apportionment etc. And again, depending on your geographic distribution, there may also be a need to define your urban / rural mobility mix, and how these should be brought together.

The Enablers We Don’t Talk About Enough

In this passage we’ve tried to provide a balanced view of the enablers. To limit the technological discussion, the following enablers are essential to support a successful mobility platform. In our experience, the harder challenges are:

• Multi-operator collaboration
• Governance
• Data sharing
• Standards and interoperability
• Policy and regulation
• Choosing suppliers that embrace your vision and work with you to achieve it.

Without alignment across these areas, even the best technology won’t deliver its full value.

What Success Looks Like

If we get this right, by 2030 the impact will go well beyond transport.

We’re talking about:

• More reliable and efficient journeys
• More robust transport options
• Lower emissions and better air quality
• Healthier, more active communities
• Communities that are economically viable, affordable and designed for success
• Cities that are easier and more enjoyable to live in.

One Final Thought

For us at Gooii TX, MaaS isn’t solely about mobility, it’s about how cities function. If we treat it that way, if we think beyond technology and focus on the users, customers and the community we will inevitably something genuinely transformative.

At Gooii TX, we’re offering a range of services to support authorities to successfully deliver MaaS, DMP and ticketing platforms. From early-stage scoping and requirements through to full technical delivery, we’ll help you drive the future of your connected mobility programmes. Please contact Jorgen Pedersen [email protected]

For a series of lessons learned papers, and to hear more about what Gooii TX are doing to move transport forwards please visit our Gooii TX website: www.gooiitx.com.