Drivers of participant’s choices of monthly mobility bundles: Key behavioural findings from the Sydney Mobility as a Service (MaaS) trial

Abstract

Australia’s first Mobility as a Service (MaaS) trial commenced in April 2019 in Sydney. A key objective of the trial is to assess interest in various MaaS subscription plans through bundling public transport, ride share, car share and car rental with varying financial discounts and monthly subscription fees, in contrast to pay as you go (PAYG). This paper develops a mixed logit choice model to investigate the participants’ choice between PAYG and four subscription plans (or bundles) that were incrementally introduced over a 5-month period. This is the first paper to model real uptake as previous studies are based on stated preference data. New evidence is provided on what role financial savings, estimated using tracking technology embedded in the MaaS app, play in the context of modal offerings and a monthly subscription fee as well as socio-demographic and seasonal effects. Behaviourally, we present evidence on the extent of take up of each bundle relative to PAYG as well as elasticity estimates for all exogenous influences and estimates of willingness to pay and scenario assessment, particularly for how much someone would have to save over a previous month’s cost outlay to be willing to subscribe to a particular bundle in a subsequent month. Within the context of the trial, the findings suggest a substantial market for mobility bundles but PAYG is an option preferred by many, particularly those with varying travel needs. We are, however, not in a position yet to conclude that these choices necessarily align with a contribution to societal sustainability goals.