On February 6th, our European Observatory on City Centers focused on a key topic: “The Importance of Emotions in Urban Mobility,”. This discussion on user experience aligns with another major mobility challenge in Europe: the development of Mobility as a Service (MaaS), a concept that is reshaping how people access transportation services.
MaaS: A Lever for More Sustainable Mobility
MaaS aims to integrate various transport modes (public transport, shared mobility, micromobility, etc.) into a single platform, making journey planning, booking, and payment easier. The goal is clear: to reduce dependence on private cars and encourage more sustainable travel choices.
According to the POLIS network, which brings together 127 European cities and regions committed to urban mobility innovation, MaaS can:
✅ Encourage a modal shift towards greener alternatives.
✅ Improve the efficiency of existing transport networks.
✅ Offer personalized solutions tailored to all users.
✅ Boost the attractiveness of cities, especially for tourism.
A Challenge for Small and Medium-Sized Cities
While major metropolitan areas are already embracing MaaS, small and medium-sized cities (SMCs) face several challenges:
🚧 Limited public transport networks and shared mobility services.
🚧 Insufficient digital infrastructure.
🚧 A smaller market, making it less attractive for private investors.
🚧 Slower adoption by potential users.
Helsinki: A Leading Example of MaaS Success
One of the most advanced cities in implementing MaaS is Helsinki, Finland. Through the Whim app, Helsinki has successfully integrated various mobility options—including public transport, taxis, bike-sharing, car rentals, and scooters—into a single subscription-based platform. This system offers users seamless, flexible mobility solutions, reducing car ownership and encouraging sustainable urban travel. The success of Whim highlights the potential of MaaS to revolutionize mobility, even in cities with well-established transport networks.
An Asset for Tourism and Regional Cooperation
One of the most promising use cases for MaaS is tourism. Visitors, often looking for practical ways to navigate unfamiliar areas, are an ideal target for integrated mobility services. Additionally, a regional MaaS system could facilitate intercity travel, pool investments, and attract more private funding.
Towards a Successful Transition?
MaaS presents a unique opportunity for European cities to rethink mobility in a more seamless, inclusive, and sustainable way. However, for this transition to succeed, local-specific support and adaptation are essential.
