Good Sign

Mobility as a Service, the Good, the Bad, the Ugly?

Posted by Kasper Ilmolahti
Mar 8, 2018 7:32:00 AM

This blog outlines the opportunities of Mobility as a Service (MaaS) and the challenges in applying MaaS in a local scope. Additionally, what is perhaps of the highest interest, I will also describe a real life case example from the South Carelia region. 


The Good

Mobility as a Service (MaaS) is going to transform the way we experience traveling, commuting and ultimately, the way how we perceive vehicle ownership. New door-to-door services are emerging combining physical mobility and digital services to produce high quality amenities to meet the users’ needs. As the connectivity grows, more and more transport service chains will work seamlessly together forming a comprehensive grid for customers to travel as they please.

We are currently in a phase where technological development is simultaneously taking place in multiple sectors and providers, which is forming the foundation to build comprehensive mobility services. Wireless connectivity, portable devices, intelligent cars, location services – all is needed to generate information crucial to development of these applications. 

The Bad

We have seen many innovative applications made possible by the digital transformation as Uber or Lyft, but they all have one thing in common. They seem to be focused on concentrated urban areas. Naturally the new transformative businesses will launch their services to where the user base is, but what about more rural areas? The areas which are perhaps being trampled by urbanization in forms of population loss, diminishing services and aging population. 

The Ugly

As public services are under budget pressure, many municipalities may have to consider undesirable cuts to services. One service being public transportation. As public transport costs are high where distances are vast and user base is steadily decreasing, how can communities make sure that the residents can still get to wherever they would be going? An elderly person who relies on family for the weekly groceries?  A person who wants to go to the optician in the nearest city and doesn’t have a car?

Take a cab and pay possibly hundreds for the trip? 

What to do?

Often the concept of these new mobility services is perceived only to tackle the problems of certain universal scope. How to get from office to the next meeting quickly? How to commute inexpensively? How to effortlessly juggle with taxis, rental cars and public transport?

However, it is possible to utilise these services in a local scope as well, and bring the flexibility and freedom of movement to all areas. The Regional Council of South Carelia started piloting MaaS utilization using the flexibility of the Good Sign Solution in collaboration with WSP Finland as the service designer. South Carelia aimed to tackle problems presented in three South Carelian counties.

The pilot, “Kutsutaksi” is combining the rideshare idealism with traffic contractors to make mobility more readily available and more cost-efficient. By utilising the Good Sign Software as the service engine, the South Carelia region was able to form a service which combines the practicality of a taxi and the cost effectiveness of a ride-share. The service gathers the date and time of the transport requests, optimizes the pick-up and drop-off routes and activates when preconditions are met. The contractors have a portal to manage the ongoing and future rides and the system automatically allocates the costs between the parties. 

Judging by the preliminary feedback of the ongoing pilot, users have been able to greatly reduce the effort of transportation and increase the overall quality of living.

The Outcome

Even though the conception of modern mobility services can be limited to certain scope, the spectrum of possible uses is much wider than what first comes to mind. These services which can simplify many areas of living should not be overlooked when thinking of investments or business possibilities. Think out of the box because in the modern world with the modern tools, even the complex functionality isn’t really complex anymore.


Professionals Behind The Blog

Taija Engman

Taija Engman

Taija´s blogs focus on topics where digitalization brings growth building on new business opportunities and customer value, as well as digitalization bringing savings that effect the bottom line.

Petri Takala

Petri writes about creating new opportunities and solving everyday problems through Service Digitalization. He also covers topics around new business models and recurring revenue.


Kasper Ilmolahti

In his blogs, Kasper is excited to research and reveal ideas about creating meaningful information in the digital economy, the service transformation and improved business monetization.

Hannele Peltonen 797 final 2 web-1

Hannele Peltonen 

Hannele focuses on advising and helping customers with the ongoing business digitalization and service transformation. Concrete customer benefits and customer experience and satisfaction are close to her heart. 

Jeroen Pijpers

Mervi Vikki-Aaltonen

Mervi’s blogs focus on topics of service management, billing & automation and digitalization. She is especially excited to explain the growing need of monetizing service management by digitalization.


Janne Kivilaakso

Janne writes about industrial Internet, business process automation and Business IT. Janne is enthusiastic about enabling new business models and improving efficiency via intelligent automation.





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