Sampo Hietanen on the status of MaaS: ‘It’s not a question of if Amazon and Apple will enter the mobility market, but when’

What is Mobility-as-a-service (MaaS)?

Mobility-as-a-Service was defined by Sampo Hietanen, a shift from owning a car to buying a mobility service that meets all your travel needs via a single interface. MaaS aims to reduce congestion, promote sustainability, and improve urban mobility by providing users with efficient and flexible transportation options. According to Hietanen, users subscribe or pay for a package that gives them access to a combination of transport modes and services—public transit, buses, taxis, car-sharing, bikes, and bike-sharing—and the operator bundles and manages them seamlessly so that the user simply travels from A to B without worrying about which mode or which ticket. The defining characteristics of MaaS include its ability to address diverse user needs by offering tailored, integrated mobility solutions. By integrating options like bikes and buses, MaaS platforms can help reduce transportation costs for users and organizations, making travel more affordable and efficient.

But there have been hundreds of definitions of MaaS in research papers and blog posts. In this context, MaaS refers specifically to the integration of multiple transportation services into a unified platform for user convenience. Most are in the same realm as what Damian Bown (former CEO of Trafi) proposed in an interview. He shifts the emphasis to the systemic infrastructure behind mobility, with public funding. Bown argues that MaaS isn’t just the app or the bundle of modes, but rather the underlying network of services—the availability of options, the information on cost and schedule, and the readiness to use them. Digital and physical ways of connecting different modes are critical. MaaS integrates various transportation options into a seamless, user-friendly experience. A strong idea behind MaaS is essential for differentiation, guiding product development and ensuring a comprehensive, integrated user experience.

The history and development of MaaS

The concept behind Mobility as a Service (MaaS) traces its origins back to when the first ideas about integrating transportation services began to take shape. However, it wasn’t until 2015 that MaaS truly entered the spotlight, thanks in large part to Sampo Hietanen, the founder of MaaS Global. Hietanen’s vision was to transform urban mobility by shifting the focus from private car ownership to a more flexible, user-centric approach, one where users could access a variety of transport services through a single, unified platform.

At its core, the vision of MaaS is about making transportation more accessible and efficient. By bringing together public transport, taxis, car-sharing, and bike-sharing into one service, MaaS aims to reduce the number of private cars on the road, ease congestion, and promote sustainable travel choices. The concept evolved to include different business models, such as subscription-based packages and pay-as-you-go options, allowing users to choose the solution that best fits their lifestyle and needs.

As cities and companies around the world have recognized the benefits of integrated mobility, investment in MaaS solutions has grown. Today, the idea of Mobility as a Service is being adopted internationally, with the goal of creating smarter, more sustainable cities and improving the overall transportation experience for users. The journey from concept to reality has not been without challenges, but the continued efforts of pioneers like Sampo Hietanen and organizations such as MaaS Global have helped to shape the future of urban mobility.

Key components of MaaS

At the heart of Mobility as a Service (MaaS) is the integration of multiple transportation services into a single, user-friendly application. This single application acts as a gateway, allowing users to plan, book, and pay for their journeys across various transport modes, public transport, taxis, car-sharing, and bike-sharing, all in one place. The MaaS operator serves as a one-stop shop, streamlining access to transport services and making it easier for users to make informed decisions about their journeys.

A successful MaaS ecosystem relies on several key components. The MaaS Alliance plays a pivotal role in promoting the concept and providing a collaborative framework for development. Sufficient funding and a deep understanding of user demand are essential to ensure that the service meets the needs of both users and transport operators. Integration of multiple modes of transportation is critical, as it enables users to choose the most efficient and convenient option for each journey, ultimately reducing car ownership and the number of private cars on the road.

MaaS also simplifies the payment process by offering a single payment channel, whether through subscriptions or pay-as-you-go models. This convenience, combined with a seamless user interface, encourages users to opt for more sustainable and cost-effective transportation options. By creating an integrated, efficient, and sustainable transportation system, MaaS delivers significant benefits, not only for users but also for cities and the environment. Ultimately, the goal is to create a seamless mobility experience that makes transportation more accessible, affordable, and environmentally friendly for everyone.

The issue with MaaS

The MaaS dream is a world where everyone can move freely and effortlessly, with cities, governments, and industries working together to create seamless mobility for all. However, Mobility as a Service (MaaS) has struggled to take off. Why? Some say that people prefer pay-as-you-go in front of a bundle. Yet, MaaS solutions have the potential to be cheaper than traditional car ownership, offering more affordable transportation options. Movability has promoted the term Public Mobility as a term for subsidizing shared mobility as an integrated part of transit.

But, private MaaS can work, as shown by companies like Uber, Bolt and more. Each company plays a key role in shaping MaaS solutions, facing challenges such as integration, funding, and strategic focus within the ecosystem. FREENOW and more have bundled transit with taxi, scooters and car-sharing. The integration of public transport tickets within MaaS platforms further enhances the value proposition for users.

MaaS providers not only aggregate services but also operate the platforms that facilitate seamless mobility, hosting and organizing transportation options for users. Flexible payments and integrated payment solutions, such as subscriptions and pay-as-you-go models, are essential for supporting the MaaS ecosystem and improving customer retention.

Few people have more knowledge about private MaaS than Sampo Hietanen. He is the former CEO of MaaS Global and a pioneer within bundled mobility and subscription based transportation. Today, he sees the industry at a crossroads, having reached a point where critical decisions and milestones will determine the future of MaaS. At this stage, having enough funding is essential for scaling MaaS platforms and improving user experience.

In this interview, we get Sampo’s thoughts on the challenges of making MaaS commercially viable, the significant efforts required to develop a successful subscription-based MaaS service, why great technology must be followed up by great user experience making transport seamless, and how big tech could ultimately change the game. We also discuss a bold vision for the future, one where mobility isn’t just a service, but a lifestyle. Delivering an outstanding customer experience is crucial for ensuring that mobility services are seamless, satisfying, and user-centric.

By enabling users to choose more sustainable modes of transport, MaaS is actively contributing to reduced road congestion, improved transit network efficiency, and the transformation of urban mobility toward sustainability. Additionally, as MaaS increasingly integrates electric vehicles and other low-emission options, energy consumption becomes a key factor in supporting sustainable transportation and reducing environmental impact.

Why MaaS failed

Lars: What is the biggest lesson you’ve learned from launching MaaS?

‍One major realization is that just having multiple transportation services in a MaaS app, like a supermarket, isn’t enough.

Where it gets interesting, and also with a greater potential for profit, is if you make an app that offers a lifestyle. For example, instead of a car lease you get 52 kg/Co2 per month, and you can spend it however you want. This is a concept that excites people. MaaS can positively impact daily life and urban life by providing flexible mobility options that enhance quality of life and make everyday living more convenient. Another approach can be a subscription where you can be underway in less than 10 minutes, no matter the mode. If you can offer an attractive lifestyle, you will have greater chances of outcompeting private car ownership.

However, a good solution won’t help if you underspend resources when developing the user experience (UX). If you don’t have an excellent UX, you shouldn’t launch.

‍Lars: One big challenge in MaaS is making bundled mobility services work commercially. What is your take on that?

‍That’s one of the biggest issues. Many people think bundling mobility is like bundling entertainment services, such as Netflix. But mobility is different. People use different modes of transport depending on the situation. A bus pass makes sense for some, while others may need a mix of public transit, car-sharing, and e-scooters. The key is to make the service convenient and flexible enough to meet these needs.

Also, it’s a challenge to offer a user experience that is both attractive and reasonably priced. People need to see clear value in switching from private car ownership to bundled mobility.

‍Misusing unlimited ride bundles

‍Lars: How do you prevent users from misusing unlimited ride bundles?

‍That’s a great question. Some people assume that if you offer unlimited taxis, people will take them all day. But in reality, that doesn’t happen. People don’t travel just for the sake of it. They use mobility to get to a destination they care about, not to sit in the back of a taxi all day.

Actually, we saw that users on unlimited packages started using more sustainable modes over time. When you can have a taxi anytime you want, using a shared bike to get wind in your hair can be a great variety. Those customers were sitting in taxi on a sunny day, seeing city-bikers smiling next to them and many of them changed because it was made easy for them.

Lars:While unlimited taxi rides may not lead to excessive use, e-scooters present a different challenge. In some cities, we’ve seen young riders take advantage of fixed-price subscriptions. How should companies address this?

Well, this is the fun world of mobility pricing, which is still very much unexplored. I think when a service reaches a critical mass, we will find models that balance cost and usage, so that it’s both a good deal for the user and profitable for operators. For example, you could introduce caps on riding.

Overregulation of shared-mobility

Lars: You’ve criticized overregulation in Europe. How does it impact MaaS?

‍Any mobility technology that has a big disruption does not grow in Europe because of overregulation. In football terms, we have 11 players defending and no strikers. This means we focus too much on controlling new ideas rather than letting them grow.

For example, city regulators often impose more restrictions on shared mobility than on private cars. Instead of embracing shared models, regulators treat them as a problem to control. They should see this as an opportunity, not a threat. If we want MaaS to succeed, we need policies that support innovation while ensuring public transport remains a core part of the system. This can be achieved through tenders and licenses.

Having said that, in some fields regulation can actually open markets. For example, creating a retail market for trips needs regulation to get going, such as transit. We wouldn’t have had such a wide transit coverage in Northern Europe if it wasn’t for subsidies.

‍The role of Big Tech in Mobility

Lars: How do you see the role of big tech companies in mobility?

‍I believe the major tech companies will eventually move into mobility, as we’ve seen with other industries. They often wait until smaller players have tested the market and proven the model before they step in. We can already see signs of this. Companies like Amazon and Apple could integrate mobility services into their platforms seamlessly, offering transport options alongside their existing services. It’s not a question of if Amazon and Apple will enter the mobility market, but when. ‍The international deployment of MaaS solutions by these big tech companies could accelerate global adoption and set new standards for mobility services across different countries and cities.

Lars: How will they do it? What trends do you think will shape the future of MaaS for big corporations entering the mobility market?I see a few key trends:

Number one is subscription-based mobility. People will move away from pay-per-use models and towards all-inclusive subscriptions, similar to how streaming services changed entertainment.

Secondly, I strongly believe mobility platforms will get better at learning user preferences and making smarter travel suggestions supported by AI.

My third prediction is integration with other services that is called Mobility as a Feature. Mobility will be bundled with other sectors, such as housing, events, and retail. For example, new apartment buildings could come with built-in mobility subscriptions instead of parking spaces. This embedded mobility means that instead of standalone transport apps, mobility services will be integrated into platforms we already use, like shopping apps or telecom providers. Effective communication between stakeholders—such as mobility providers, digital platforms, and customers—will be crucial to enhance customer experience, enable seamless data exchange, and deliver integrated services.

‍Sampo Hietanens's vision for Mobility as a service

Lars: If you had to sum up your vision for the future of MaaS in one sentence, what would it be?

‍Mobility needs to be as easy as electricity. You don’t think about how it works, you just use it when you need it.

Lars: Finally, what advice would you give to companies looking to enter the MaaS space?

‍Focus on user experience. Many MaaS projects fail because they don’t offer a seamless and simple experience. People don’t want to waste time figuring out transport options. Make it easy, make it reliable, and people will use it.

Also, don’t expect to succeed as a standalone MaaS brand. Look for ways to embed your service into a bigger ecosystem. The real future of MaaS is in integration, not isolation.

Conclusion on the status of MaaS

‍MaaS is still evolving, and companies are learning what works and what doesn’t. The key is to prioritize convenience and user experience. Whether through AI-driven recommendations, flexible pricing models, or deep integration with other services, the future of mobility will be built on simplicity. As Sampo Hietanen reminds us, the goal is to make transportation as effortless as turning on a light.

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