Abstract
The last decade has brought the transport sector to the forefront of discussions on sustainability and digital innovations: practitioners, researchers, and regulators alike have witnessed the emergence of a wide diversity of shared mobility services. Based on a longitudinal case study of a regional Mobility-as-a-Service (MaaS) ecosystem in Sweden, constituted of a document analysis and 24 semi-structured interviews with 18 representatives from regional authorities, mobility service providers, and other stakeholders from the public and private sectors, this study examines the co-existing and competing institutional logics at play, identified as State logic, Market logic, Sustainability logic, Experimental logic, and Service logic. The analysis reveals that these institutional logics pertain to tensions in the collaboration within the ecosystem’s stakeholders in terms of: (1) finding a common vision and scope for MaaS, (2) establishing a sustainable business model, (3) triggering a behavioral change regarding car travel, (4) being able to find one’s role within the project and to consequently collaborate with other stakeholders, and (5) managing uncertainty through testing and experimenting innovative solutions, which ultimately yielded key learnings about MaaS and the shared mobility ecosystem and its stakeholders. These case study findings, based on an institutional logics framework, provide a novel perspective on emerging ecosystems, from which implications for MaaS developers and further research on shared mobility are drawn.
Highlights
IntroductionThe term itself was coined by Heikkilä in 2014, in her master’s thesis at Alto University in Finland [6]
Offering Mobility-as-a-Service (MaaS) has been defined as combining a variety of mobility services from different providers into a single digital platform to address the transportation needs of customers in a user-friendly manner and based on a pay-asyou-go subscription pricing model [1,2,3,4,5]
The analysis reveals particular points of tension pertaining to project stakeholders’ different logics in terms of: (1) finding a common vision for the Linköping Mobility-as-a-Service (LinMaaS) project and its scope, (2) establishing a sustainable business model, (3) triggering a behavioral change regarding car travel, (4) being able to find one’s role within such a MaaS project and to collaborate with other stakeholders in such roles, and (5) managing uncertainty through testing and experimenting innovative solutions and learning about MaaS and the shared mobility ecosystem at large
Summary
The term itself was coined by Heikkilä in 2014, in her master’s thesis at Alto University in Finland [6]. The thesis resulted in a call for pilot projects from the Finnish Innovation Agency, which led to the founding of the first MaaS company (MaaS Global, operating Whim in Finland, Austria, Belgium, Japan, and the UK). Around the same time in Sweden, a MaaS trial known as Go:Smart (later renamed UbiGo) was financed by the Swedish Innovation. Test, and evaluate ways of offering a combined mobility solution for sustainable traveling in the city of Gothenburg. UbiGo was launched in Stockholm in 2019 but has since ceased operation in early 2021 [7]
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