MaaS is still a fairly new concept. As such, lots of people living in your city might need to be incentivized to use your new platform. There are a couple of different ways to do so, such as bundles and subscriptions, vouchers, discounts, and promotions. No matter how you choose to incentivize your users, all methods should be explicitly mentioned in your tender.
Below, we’ve highlighted three ways to incentivize your users to try out (and, hopefully in the long run, really use) your mobility platform.
“Bundles”, a term often used interchangeably with subscriptions, have been proven to increase MaaS adoption and encourage people to leave their private vehicles at home. By offering a flat rate for paying for a combination of preferred mobility options – the alternative would be the classic “pay-as-you-go” method – users are encouraged to try out new mobility modes and tailor their travel experience to their liking, which is what Mobility-as-a-Service is really all about. The customization and flexibility that comes with subscriptions is a huge bonus for new users. Who wouldn’t want to be able to ride a bus, rent a bike or hail a taxi all in one day without having to pay for three individual services?
The tried-and-true voucher method is one of the simplest and most effective ways of encouraging the use of shared and new mobility services. Digital vouchers that can be redeemed with the swipe of a smartphone screen not only users money, they also enhance the digital user experience and add a dash of gamification to your mobility platform.
Closely related to vouchers and basically operating on the same principle, discounts on individual rides (or with specific MSPs) are obvious ways of convincing your users to take advantage of shared mobility services. They’re so popular, in fact, that they’re sometimes used to drum up renewed interest in existing public transportation networks. You might want to discuss options with your individual MSPs once you have them onboard, as they have existing marketing and promotion teams in place who would no doubt have ideas on how to create and implement a successful promotional campaign. (They offer similar incentives to their users quite frequently.)
The three incentives above have been proven to encourage MaaS adoption in multiple cities across the globe. How, when and if you’ll use them is up to you; every city has different needs, after all. In any event, it’s important to discuss these adoption tactics and include these incentives in your MaaS tender.