Towards a European MaaS Network
November 2018
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Dear reader,

Welcome to the fourth issue of the IMOVE Newsletters. In this period (June-September 2018), IMOVE consolidated running activities and saw a very fruitful General Assembly meeting in Göteborg, which was a perfect occasion to align about project progress and achievements.

The Open Call for the Living Lab extension was finalized on 21 September 2018. Overall, the call was a remarkable success: a total of 8 applications were received through the dedicated IT infrastructure, and at the end of the assessment process, the evaluation board (composed by some IMOVE partners and some external independent experts) selected EMT Madrid as the winner that will soon join the project. The new partner will participate to next General Assembly meeting in Athens, on the 4 and 5 of December, where the new Living Lab will be launched officially.

On this issue of the newsletter, the spotlight is on Swedish Living Lab. Ulrika Bokeberg (Head of Public Transport and Infrastructure in the region of Västra Götaland) and Marita Albrektson (Project Manager at Västtrafik) describe the MaaS-related initiatives that are currently running in Göteborg and surroundings, and how they relate with IMOVE. We see that the challenges of MaaS as seen in many regions, such as how to accomplish the right business model in private-public collaborations and how to meet different logistic demands, are also present in Sweden.

Following the summer break, the dissemination of project outcomes featured in a special interest session at ITS World Congress 2018 in Copenhagen (September 19th) titled “Implementing MaaS pilots in Europe: State of the art and expected impacts”, a local stakeholders’ workshop within the Future Mobility Week in Turin (October 3rd) and the second IMOVE Stakeholders’ Forum in Manchester (October 3rd), jointly organized with the sister project MaaS4EU. Major happenings in the next period include the first IMOVE Ideathon in Turin (October 25th – 27th), the Ideathon in Göteborg (November 23rd – 24th) and finally a session during the Smart City Expo World Congress in Barcelona (November 14th), called "The path towards a successful MaaS".

Thank you for reading. We hope you keep on following IMOVE on our website and social media.

Marco Gorini
IMOVE Technical Coordinator
on behalf of IMOVE Consortium

IMOVE Living Lab series - GOTHENBURG


In Gothenburg, as a part of IMOVE, we are in the midst of the launch of a new MaaS project that consists of two pilot tests. Following the first successful technical pilot in the first iteration of the Gothenburg Living lab, the second iteration now starts with two pilots focusing on business-models, contract agreements and organizational roles, perspectives that are very much the focus of the Gothenburg living lab.

One test is aimed at testing mobility as a service for residents with the service EC2B and the other is aimed at employees booking work travels with the service SmartResenär. The project is a private-public collaboration, where Västtrafik as a Public Transport Authority will make public transport tickets available through a standardized API, so MaaS could be offered to the customers in two pilots.
EC2B will offer mobility as a service to residents in new apartment buildings being built in Gothenburg with no parking spaces for private cars. The aim is to provide residents with a good enough service to minimize the need of owning a car. In the offer, tickets for the public transport will be included along with other modes of transportation such as bicycles, electric bicycles, car pool, taxi etc. The moving in of the first residents is due to take place in November and at the moment a focus group of residents is helping with development of the mobile application which will be used to access the service.
The other part of the test involves 200 employees within the city of Gothenburg testing a new travel booking platform offering different modes of transportation. Due to administrative difficulties using public transport on occasional work travels has been hindered and, as a result, there has been a preference towards using for example a company car. With the platform of SmartResenär we are looking at whether this platform that evens out the access to the different modes of transportation in order to strengthen the sustainable alternatives, in particular public transport.
Västtrafik as the public transport provider of western Sweden has worked to make our products available for the tests in order to learn as much as possible about MaaS. Thanks to our earlier test with the parking authority of the city of Gothenburg we have already done much of the technical adaptations necessary. Thus, this previous test has enabled us to adapt a less technical focus in this new project and instead focus on the business model side. Here we are interested in learning about which business models are best fitted for mobility services, what we can demand from third party vendors and how information channels for communicating with customers could work. Both tests will run through the rest of 2018 and through the first half of 2019 during which we will evaluate customer behaviour and working business models.

Marita Albrektson, Project manager, Västtrafik 

The city perspective: interview with Ulrika Bokeberg from Västra Götaland region

In this issue of the IMOVE newsletter we interviewed Ulrika Bokeberg, Head of Public Transport and Infrastructure in the region of Västra Götaland. Västra Götaland is the second largest county in Sweden.

What is the biggest transportation challenge for an everyday citizen in Västra Götaland? 

At Region Västra Götaland, we have set high goals for the performance and growth of our public transport system to move towards a more sustainable transport system. In line with these goals, many large-scale infrastructure developments are in progress in the largest city in the region; Göteborg, parallel with many real estate construction sites in the city center.
Consequently, our transport challenges have several dimensions. In the long-term, we must understand how to develop a sustainable and resilient transport system that contributes to the livability of our cities and the attractiveness of the region. In the short-term, we must manage a lot of temporary solutions that require a lot of information to, and dialogue with, our citizens. We are indeed in a transition phase, which is challenging but of course also very stimulating. 

What is the state of shared mobility and MaaS in the region of Västra Götaland?

Västra Götaland has arguably had a head start in MaaS, compared to other regions in Sweden, as we hosted the first proper full-scale pilot of MaaS (Go Smart/Ubigo). That project was a very instructive experience, and it opened our eyes for MaaS potential to contribute to our policy objectives. Hence, we have since been working hard to make MaaS a reality in Västra Götaland. The journey has been challenging and we have not been progressing as fast as we would have hoped, but we are moving in the right direction.

At the moment, there are several MaaS pilots running in Sweden – mainly in Stockholm and in Västra Götaland, with somewhat different logics and end-user offerings. We hope that these will advance our understanding of MaaS and help us in our decisions on how to move forward.

What are according to you the biggest challenges that we face for adoption and introduction of shared mobility and MaaS?

A few years ago, the big question was WHO will be the MaaS integrator and WHO will be the MaaS operator. Nowadays, we don’t find that question as relevant. We believe that there will be different constellations in different settings, for different MaaS solutions and over time. Nevertheless, the business model in private-public collaborations, such as MaaS, is still a challenge, basically because these organizations operate under dissimilar conditions. Also, making digital tickets for public transport available for third-parties in a standardized way has taken longer than expected, but we hope to be able to do that very soon.

What does the future of mobility look like, according to you?

Wow – that’s a thrilling question! It depends on what we mean by future. For me, MaaS is not in the future – it is here and now, just around the corner. Traditional public transport will be the high-capacity back-bone of MaaS, of course fossil free (we already run our system on 96 % renewable energy), and will be combined with other services to make it easy to live in our region without owning a car. Moreover, we need to increase the share of bikes and e-bikes significantly in our region, and we hope that MaaS will help us in this pursuit. Both by integrating bicycle services, and by reducing car ownership and usage. Sometimes experts’ future visions are (too) centered around autonomous buses, shuttles or pods that take you all the way to your doorstep. To make our cities livable, and our citizens healthy, it is important to note that active transport modes need to be significant components in the future sustainable transport system, and therefore also in the MaaS agenda.

IMOVE news

IMOVE at ITS World Congress 2018

On the 19th of September, IMOVE was present during the ITS World Congress 2018 , discussing the matter of implementing MaaS pilots in Europe. 

IMOVE dissemination leader Guido Di Pasquale from UITP moderated the discussion on the challenges and the opportunities of MaaS at a packed room representing operators, authorities and industry.

IMOVE Local press event in Turin

On 18 September, IMOVE project, in collaboration with Y4PT , organised a local event in Turin to launch the first IMOVE Ideathon, which will be held on 25, 26 and 27 October. The press event was visited by professionals, students and journalists alike and proved a great launch of the Ideathon


IMOVE mid-term event in Manchester - 3 October

On 3 October, IMOVE hosted the Mid-term event and Stakeholders Forum together with MaaS4EU in Manchester, United Kingdom. During the event, partners and other stakeholders discussed the opportunities of MaaS and the challenges that lie ahead of us.

First IMOVE Ideathon in Turin great success!

On 25, 26 and 27 October, IMOVE and Y4PT (Youth For Public Transport) hosted the first IMOVE Ideathon in Turin, Italy - and what a success it was!

During this MaaS-themed brainstorming event, participants had the opportunity to for three days work with professionals and experts in the field, to discuss and refine their ideas and present their innovations to get feedback from a pool of experts, all in a dynamic and interactive framework.

IMOVE presented during Smart City Expo World Congress in Barcelona - 14 November


On Wednesday 14 November, IMOVE co-hosted the session "The path towards a succesful MaaS", together with UITP, at the Smart City Expo World Congress in Barcelona. Held in the Fira de Barcona, SCEWC is one of the biggest 'smart city' events in the world.

In the session, IMOVE partners and others discussed key aspects for a successful MaaS ecosystem. 



Madrid has been chosen as new IMOVE Living Lab!

IIMOVE is proud and happy to announce that EMT de Madrid (La Empresa Municipal de Transportes de Madrid) has been selected through the IMOVE Open Call as the new IMOVE Living Lab! As Living Lab, EMT Madrid will support MaaS deployment and enhancement in Europe by testing and implementing some of the IMOVE innovations in real-life, for real users. 


IMOVE upcoming events

IMOVE General Assembly
4 - 5 December
Athens, Greece


IMOVE Ideathon Manchester
8-10 February 2019
Manchester, UK

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This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 723314

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