Mobility as a service (MaaS) is a model for supplying a wide range of passenger transport services through a single, digital customer interface. In its most ambitious form, it integrates different transport, information and payment services into a smooth and reliable customer experience. It includes traditional public transport, newer mobility services and booking demand-responsive modes, allowing door-to-door travel using a single interface or point of contact. In rural settings, MaaS can require innovative funding and business solutions as the system may not benefit from the same benefits of scale as an urban MaaS system could expect.

Public transport systems often serve as the backbone of MaaS. The viability of fixed-route services is often challenged in rural settings and adequate last-mile on-demand services could help address this. It is important to note that because rural areas often have insufficient public transport, they require alternatives such as adopting demand-responsive transport and opening up statutory (school, social and health service) transport to all. Inadequate public transport services also mean that other solutions, such as ridesharing (for people and goods) and peer-to-peer car rental, can serve as viable options. Combining public mobility budgets – such as those providing public transport, student transport or accessible mobility supports – can help to use the limited funding available more efficiently.

Many MaaS services remain in the pilot phase in both rural and urban areas. Most examples are from the Nordic countries. Denmark’s pilot of a rural MaaS app (MinRejseplan) was built off the existing nationwide public transport journey planner. Some aspects of MaaS, such as joint trip planning or integrated ticketing, can be enabled even before a full MaaS program is implemented and already exist in many places. If MaaS is to move beyond pilot schemes and scale to the point that it becomes the transport ecosystem for a city or region, it will likely require the integration of public and private agencies and operators.

The implementation and future role of MaaS, however, is still being researched. In order to progress, the implementing authorities will need to ensure appropriate legislation and governance exists to enable MaaS to operate, including considering aspects of competition. At the very least, this will require identifying the most appropriate operating model, defining the governance framework, and conducting long-term financial planning, as well as planning how ticketing and payment systems can be integrated and how data can be managed. Rural areas may not be able to offer viable services without public subsidies. Often, the only transport services that exist in such areas are statutory (school, social and health service transport). Thus, there might be no competition at all. These aspects are the subjects of ongoing research into the successful implementation of MaaS systems.