Insights in the future of mobility

How MaaS isn't so different from the vegan industry

Posted by Mathys Heytens on 09/10/18 11:48
Mathys Heytens

Belgians don't seem to want to leave their (company) car behind and choose MaaS (Mobility as a Service) instead. That’s what recent research has shown us. Admittedly, there are plenty of legal and political issues throwing a spanner in the works. In general, however, Belgians don't really welcome buzzwords like mobility budget, cash4cars and MaaS.

But why is it so difficult? Are we not fit to these new mobility ideas ? Let’s compare the shift towards MaaS with a similar one that might be more familiar to us: the shift towards vegan eating.

Vegans vs. flexitarians

Whether you love it or hate it, we all know that it makes sense to eat vegan. We all know that cutting animal products out of our diet is good for the planet. However, only few of us actually decide to become vegan for real. Flexitarianism, or leaving your steak and Spanish tortilla on the side from time to time while keeping the environment in mind, appeals to a much larger group of people.

MaaS: mobility of today

A similar thing is going on in the mobility sector. At the moment, we’re not ready for a complete switch towards mobility as a service, where ownership makes place for usership. What if we decide to offer a MaaS-paradigm that doesn’t put aside private cars completely? What if we offer a car-centered mobility service but let people taste of efficient transportation services as well?

More efficient car driving as a precedent to a real mobility switch

If we do so, we can lower the threshold towards a MaaS-paradigm. Just like in the vegan industry, more mobility users will become enticed by this new concept and willing to try it since it’s favorable and doesn’t take too much effort. Just like flexitarians, it is easier for car owners to opt for another transportation mode when they want to, not because they need to.

More MaaS-flexitarians means a healthier planet as well. Imagine car drivers managing their car maintenance more efficiently through an app, resulting in less kilometers, less traffic and less congestion. The next step would be leaving the car behind and choose alternative transportation, offered in the MaaS-app. We're far from there yet, but we believe that this shift has a high chance of succeeding.

Topics: MaaS