A decade of MaaS Alliance: Shaping the future of integrated mobility services

MaaS Alliance is celebrating a remarkable milestone: ten years of collaboration advancing enhanced mobility services. Over the past decade, MaaS has evolved from a bold vision to a transformative force reshaping how people move, connect, and experience urban life. This milestone offers an opportunity to reflect on the achievements, challenges, and pivotal moments that defined the Alliance’s journey. 

Mobility underpins our rapidly evolving world as cities grow into hubs for living and working. It is crucial in addressing the challenges of rising populations, fostering innovation, and creating citizen-friendly spaces. In October 2015, on the occasion of the ITS World Congress in Bordeaux, 20 organisations joined forces to co-implement the uptake of MaaS. This milestone was built on the momentum from the 2014 European ITS Congress in Helsinki, where the Finnish government extended its political support to MaaS. Launched as a public-private partnership, the Alliance was soon formally established as an independent organisation in Brussels. The inaugural meeting in Glasgow marked the kick-off of four working groups focused on creating a Single Market, understanding the End User Perspective, developing a Legal Framework, and addressing Technical challenges. This collaborative foundation set the stage for the Alliance’s mission to integrate diverse mobility services into seamless, user-centric solutions. MaaS quickly became a prominent topic at key industry events, reflecting the growing interest and momentum around this transformative concept. 

From the beginning, the Alliance has prioritized regulatory efforts to shape the transport policy landscape. Over the years, it has released numerous influential publications, including the Guidelines & Recommendations to Create the Foundations for a Thriving MaaS Ecosystem (2017) and the Vision Paper on Passenger Rights in Multimodal Transport (2018). In 2021, a major milestone was reached with the publication of the MaaS Playbook, outlining the key building blocks of a thriving MaaS market. It offers guidance on scaling services, fostering Public-Private-People Partnerships, and building trust within the ecosystem. These works have been instrumental in advancing the MaaS ecosystem and driving meaningful policy change.  

Since 2022, the Alliance has been actively contributing to European Commission initiatives, including MPMF, MDMS, and EGUM, supporting the development and implementation of key policies and frameworks. 

Balancing public and private interests for a seamless mobility ecosystem 

A central challenge for MaaS Alliance has been maintaining a balance and effective liaison between public and private stakeholders. The members of the Alliance come from diverse sectors, and each organisation has its priorities, goals, and challenges, which must be addressed collectively. At times, opinions can differ, and reconciling these differences requires skilful negotiation and a deep understanding of each stakeholder’s needs. Finding the “golden midpoint” that satisfies everyone while driving progress remains a delicate balancing act for the Alliance. 

Another major challenge for MaaS Alliance is the current legislation. Existing regulations can sometimes prevent new mobility service providers from entering the market or fully participating in the ecosystem, limiting innovation and diversity of services. Fragmented regulatory frameworks—both geographically and sector-wise—complicate the integration of services across borders. Operational interoperability remains another key issue, as differing standards and systems across regions and sectors hinder the scalability of MaaS solutions. 

To address these challenges, the MaaS Alliance has focused on fostering collaboration and dialogue among stakeholders to create common frameworks and solutions. Alliance is working to standardise operational systems and improve interoperability, aiming to create a more seamless experience for users across different regions and mobility services.  

Shaping the future of mobility services: Embracing adaptability and growth 

As the mobility sector evolves, stakeholders are rethinking their approach to MaaS solutions, exploring more resilient and adaptable business models. This shift is leading to a broader discussion about the sector’s long-term sustainability and future direction. 

The MaaS Alliance Position Paper on Growth and the Future of Integrated Mobility outlines the next steps toward an Open MaaS Ecosystem, Mobility Management, and fully integrated mobility services—key components for advancing the future of MaaS. 

In the coming year, several initiatives will be undertaken not only to reflect on and celebrate the significant milestones achieved by the MaaS Alliance but also to better understand the evolving priorities of stakeholders. These efforts will help shape a roadmap that adapts to new trends and needs, ensuring that MaaS solutions continue to enhance the quality of life for citizens while driving innovation and integration in mobility services. 

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