Mobility as a Service (MaaS) revealed as a top trend for the future of the car rental market, finds Amadeus and Microsoft report
When it comes to Mobility as a Service (MaaS), many of us already know what this means. If you’ve ever used Uber or a similar company, you know that the commodification of getting around is big business. New automotive technology seeks to change your travel, when you’re not the owner of the vehicle! Now, new research proves the potential of MaaS solutions in a city near you.
“Mobility as a Service (MaaS) is a term used to describe digital transport service platforms that enable users to access, pay for, and get real-time information on, a range of public and private transport options. These platforms may also be linked to the provision of new transport services.
In scientific terms, MaaS is defined as a ‘digital interface to source and manage the provision of a transport-related service(s) which meets the mobility requirements of a customer’.”
– GOV UK
Now, as reported by PR Newswire, a new report explores the “top trends and challenges” in the car rental market, including the shift towards MaaS, strategic alliances, autonomous vehicles and big data. The results shed light on changing traveller expectations, legacy operational processes (how we already travel) and increased competition – the driving forces behind the transforming car rental industry. Amadeus car rental data shows that worldwide car bookings increased by 23% in the first quarter of 2023, a stunning figure that proves that the way we drive (and the way we think of cars in general) is changing.
Mobility as a Service – what comes next
This gear shift will present challenges to the status quo. Emerging business models, disruption of supply chains, the sustainability curve, seamless customer experience and agile technology capabilities all factor into a dramatic overhaul of a legacy sector. Amadeus and Microsoft have teamed up to present Ahead of the Curve: how technology is driving the future of the rental car industry, an enlightening roadmap for transport’s eventual destination.
Consider Uber’s stance on developing MaaS facilities:
Building the future of public transit together: We share the same vision as the cities where we operate. All of us want cleaner, less-congested cities where everyone can move freely. In partnership with cities and transit agencies, we can help make public transit more accessible and easier to use while reducing private car ownership. – Uber
The road ahead
Amadeus and Microsoft’s findings show a clear pivot towards MaaS connectivity: services that enable city-based trip planning, cost comparisons and purchasing. It’s a streamlining of the service we already know. As per PR Newswire, a competitive market will unite public transit, ride-hailing and bike-sharing into one marketplace. As business models shift from product-centric (think: owning) to customer-centric services traditional car rental providers face competition from new providers offering flexible and convenient offerings.
It also signals the evolution of autonomous vehicles, which rely on a tremendously interconnected network, and a transformation of traditional automobile manufacturers into mobility solution providers. Big data rounds out the report – increased usage of data insights and AI will optimise every aspect of the journey.
The road ahead looks bright for the automotive industry, as it evolves to reflect customers’ desires. Personally, having a car suits my lifestyle (I hate getting the bus back home), but for many, driving licences and ownership is a relic of a bygone era.
Are you ready to ditch your driving gloves, or has MaaS’ top gear not yet been reached?
Want more future mobility news? Read Waymo’s Self-Driving Robotaxis: Pioneering the Driverless Future