Mobility as a feature (MaaF): rethinking the focus of the second generation of mobility as a service (MaaS)

In the last 10 years, Mobility as a Service (MaaS) has entered into our conscience as a very attractive way of taming the private car through offering better and seamless mobility services; however, a move to encourage use of a more sustainable model of mobility has not delivered the outcomes to the extent we had all hoped for. Lessons learnt have been financially draining and often behaviourally disappointing. This editorial identifies some of the reasons for this and why a paradigm change is required. We suggest the focus should be on a broader interpretation of transport services as an input into a wider activity-focussed product mix driven by the private sector, in a way that is also financially sustainable without necessarily requiring further subsidy from government. We call this Mobility as a Feature (MaaF).