Abstract
Background: For several decades now, the problem of the "auto-centric" model of megacity transport systems development has been a burning issue, which is characterized by serious negative consequences in the long run, despite certain conveniences for individual users. Urban mobility provides the population with access to economic resources, so a reliable transport system is a key condition for the sustainable development of modern agglomerations. The usage of digital technologies together with innovative products can ensure the efficient operation and competitiveness of public transport. "Mobility as a service" is an end-user-oriented model of urban mobility, which can promote the gradual abandonment of personal car use.
 Aim: Consider organizational models for implementing the concept of innovative mobility, identify the potential benefits of digital transformation of the urban transportation system, based on the model of efficient mobility "mobility as a service".
 Methods: General scientific research methods such as the systematic approach, analogy, generalization and synthesis were used.
 Results: The article explores the innovative urban mobility model based on mobility-as-a-service technology, examines the organizational models of MaaS, identifying the main barriers to implementing this concept along with potential advantages and disadvantages.
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