MaaS bundle design and implementation: Lessons from the Sydney MaaS trial.

A central feature of Mobility as a Service (MaaS) is the design of subscription plans, also known as mobility bundles. Despite the recognition of the importance of MaaS bundles compared to the Pay as you Go (PAYG) option, there is very little guidance in the literature on what a bundle that is attractive for users and financially viable for the operator might look like. With very few actual MaaS offers in real markets, and a lack of transparency in sharing how successful the few MaaS offers have been, the call for trials has grown throughout the world. The Sydney MaaS trial is the first in Australia to introduce MaaS bundles, using an incremental strategy of adding a bundle each month after a PAYG familiarity period. This paper sets out a framework within which we designed and introduced five bundles, using a co-creation and data-driven approach to bundle design. We present the findings on how successful bundles were in attracting MaaS users away from PAYG, and what this uptake might mean for achieving goals such as reduced transport emissions, notably those associated with private car use. [ABSTRACT FROM AUTHOR]