Trying Out Mobility as a Service: Experiences from a Field Trial and Implications for Understanding Demand
Trying Out Mobility as a Service: Experiences from a Field Trial and Implications for Understanding Demand
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尝试移动出行即服务：现场试验的经验以及对理解需求的影响
DOI：
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
Helena Strömberg
中科院分区：
文献类型：
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作者：
J. Sochor;I. Karlsson;Helena Strömberg
移动即服务（MaaS）的概念已被提出作为实现更可持续交通的可行方法。这种服务的一个例子是UbiGo，这是一种在瑞典哥德堡的Go：Smart项目中开发和评估的日常城市旅行中介服务。本文提出了证据的旅行行为和相关的变化，从6个月的现场操作测试（FOT），在此期间，195名参与者测试了新的服务。根据对参与者问卷和访谈的答复以及旅行日记中记录的信息，确定了促成变革的服务属性。这些属性包括运输自助餐的概念，简单，改善访问和灵活性，经济。虽然FOT本身不是一种服务属性，但它也使新的行为能够在试验中得到评估，并对便利性进行重新评估。FOT的研究结果的更广泛的影响，以获得对旅行者的新的选择和行为的理解，为未来的MaaS的设计进行了讨论。服务设计和需求并非彼此独立，并且如果移动性服务要改变行为（即，实现影响）以及创造附加值，这些目标需要推动设计决策以及有意识地开发服务维度，例如定制、捆绑和提供范围。根据所获得的经验，作者强调需要对移动性（以及移动服务的设计视角）采取更加全面和灵活的观点，重点是满足用户的需求，并涉及利用公共和私人参与者之间的协同作用来开发MaaS产品，更好地应对未来的城市移动性挑战。
The concept of mobility as a service (MaaS) has been proposed as a feasible way to achieve more sustainable transport. One example of such a service is UbiGo, a broker service for everyday urban travel developed and evaluated within the Go:Smart project in Gothenburg, Sweden. This paper presents evidence of travel behavior and related changes from a 6-month field operational test (FOT), during which 195 participants tested the new service. On the basis of the responses to participant questionnaires and interviews and the information recorded in travel diaries, change-enabling service attributes were identified. Such attributes included the transportation smorgasbord concept, simplicity, improved access and flexibility, and economy. Although not a service attribute per se, the FOT also enabled the new behaviors to be evaluated in a trial and a reevaluation of convenience. The broader implications of the findings of the FOT to obtain an understanding of travelers’ new choices and behaviors for the future design of MaaS are discussed. Service design and demand are not independent of each other, and if a mobility service is to change behavior (i.e., achieve an impact) as well as create added value, these goals need to drive design decisions and the deliberate, conscious development of service dimensions, such as customization, bundling, and the range of the offer. On the basis of the experiences gained, the authors emphasize the need for a more holistic and flexible perspective on mobility (and the design perspective on mobility services) that is focused on serving users’ needs and that involves capitalizing on synergies between public and private actors to develop the MaaS offer and better meet the urban mobility challenge ahead.