Diese Arbeit befasst sich detailliert mit multimodalen Mobilitätsflatrates und -paketen im Zusammenhang mit Mobility-as-a-Service (MaaS) und liefert eine ganzheitliche Gesamtschau zu diesem Forschungsgebiet. Dabei werden verschiedene wissenschaftliche als auch praktische Ansätze zur Konzeption aufgezeigt, woraus jedoch noch keine favorisierte Ausführung hervorgegangen ist. Dies hängt mit der Aktualität des Themas und den erst wenig umgesetzten Beispielen in der Praxis zusammen. Herausforderungen treten insbesondere im regulatorischen, wirtschaftlichen und im geringeren Umfang auch im technischen Kontext auf. Der wichtigste Aspekt bei der Konzeption ist die Wirtschaftlichkeit, weshalb es unabdingbar ist, die Nachfrage und die Angebotskonditionen sorgfältig zu ermitteln. Der ÖPNV stellt bei den Mobilitätspaketen das Rückgrat dar, der durch zusätzliche andere Verkehrsdienstleistungen erweitert wird. Multimodale Mobilitätsflatrates und -pakete verfügen über die Fähigkeit die verschiedenen Verkehrsdienstleistungen zu kombinieren und dabei teilweise eine einfachere, komfortablere, nachhaltigere und auch günstigere Mobilität zu realisieren als dies mit dem eigenen Auto möglich wäre. Verschiedene Ansätze zur zukünftigen Weiterentwicklung schließen diese wissenschaftliche Arbeit ab.:Abbildungsverzeichnis Tabellenverzeichnis Abkürzungsverzeichnis Glossar 1 Einführung 1.1 Hintergrund 1.2 Untersuchungsgegenstand und Forschungsfragen 1.3 Inhalt und Aufbau 2 Grundlagen und Klassifizierung 2.1 Definitionen 2.1.1 Bündelung 2.1.2 Flatrate 2.1.3 Mobility-as-a-Service (MaaS) 2.2 Literaturüberblick zur Klassifizierung von Mobilitätsflatrates und -paketen innerhalb von MaaS 3 Konzeption von multimodalen Mobilitätsflatrates und -paketen 3.1 Stakeholder und Ecosysteme 3.1.1 Stakeholder 3.1.2 Ecosysteme 3.2 Kontext und Anforderungen 3.2.1 Technischer Kontext 3.2.2 Regulatorischer und gesetzlicher Kontext 3.2.3 Wirtschaftlicher Kontext 3.3 Produktkonzeption 3.3.1 Allgemeines und Theorie 3.3.2 Produktgestaltung 3.3.3 Produktbündelung 3.3.4 Produktpreisbestimmung und Zahlungsbereitschaft 3.3.5 Produkterweiterung 3.4 Chancen und Risiken 3.5 Business Model Canvas 4 Stand der Umsetzung 4.1 Übersicht Anwendungsbeispiele 4.2 Whim 4.2.1 Geschäftsmodell 4.2.2 Produkt 4.2.3 Erfahrungen und Auswirkungen 4.2.4 Zukunft 4.3 UbiGo 4.3.1 Geschäftsmodell 4.3.2 Produkt 4.3.3 Erfahrungen und Auswirkungen 4.3.4 Zukunft 4.4 swa Mobil-Flat 4.4.1 Geschäftsmodell 4.4.2 Produkt 4.4.3 Erfahrungen und Auswirkungen 4.4.4 Zukunft 4.5 SBB Green Class 4.5.1 Geschäftsmodell 4.5.2 Produkt 4.5.3 Erfahrungen und Auswirkungen 4.5.4 Zukunft 4.6 Zusammenfassung der Praxisbeispiele 5 Weiterentwicklung und Ergänzung um branchennahe Dienstleistungen und Produkte 5.1 Weiterentwicklung 5.1.1 Roaming 5.1.2 Gamification und verhaltensbeeinflussende Maßnahmen 5.1.3 Ticketportfolio 5.1.4 Verhältnis Sharing und Owning 5.2 Ergänzung um branchennahe Dienstleistungen und Produkte 5.2.1 Versorgungs- und Immobilienbranche 5.2.2 Finanz- und Versicherungsbranche 5.2.3 Medienbranche 5.2.4 Lokale Gastronomie und lokaler Einzelhandel 5.2.5 Lieferservices und Logistik 6 Schlussbetrachtung 6.1 Zusammenfassung 6.2 Offene Forschungsfelder 6.3 Schlussfolgerungen und Ausblick Anhang Literaturverzeichnis / This thesis examines multimodal mobility flat rates and packages in relation to Mobilityas-a-Service (MaaS) in detail and provides a holistic overview of this field of research. Various scientific as well as practical approaches to the concept are outlined but have not resulted in a favoured version yet. This is due to the recency of this topic and the fact that only a few cases have been implemented in practice. Challenges particularly arise in regulatory, economic and, to a lesser extent, technical contexts. The most important aspect in the design is economic efficiency. Therefore, it is essential to carefully determine demand and service conditions. Public transport is the backbone of mobility packages, which is complemented by other transport services. Multimodal mobility flat rates and packages have the capability to combine the various transport services and to realise a simpler, more comfortable, more sustainable and more affordable mobility compared to car-ownership. Finally, several approaches for future development complete this academic thesis.:Abbildungsverzeichnis Tabellenverzeichnis Abkürzungsverzeichnis Glossar 1 Einführung 1.1 Hintergrund 1.2 Untersuchungsgegenstand und Forschungsfragen 1.3 Inhalt und Aufbau 2 Grundlagen und Klassifizierung 2.1 Definitionen 2.1.1 Bündelung 2.1.2 Flatrate 2.1.3 Mobility-as-a-Service (MaaS) 2.2 Literaturüberblick zur Klassifizierung von Mobilitätsflatrates und -paketen innerhalb von MaaS 3 Konzeption von multimodalen Mobilitätsflatrates und -paketen 3.1 Stakeholder und Ecosysteme 3.1.1 Stakeholder 3.1.2 Ecosysteme 3.2 Kontext und Anforderungen 3.2.1 Technischer Kontext 3.2.2 Regulatorischer und gesetzlicher Kontext 3.2.3 Wirtschaftlicher Kontext 3.3 Produktkonzeption 3.3.1 Allgemeines und Theorie 3.3.2 Produktgestaltung 3.3.3 Produktbündelung 3.3.4 Produktpreisbestimmung und Zahlungsbereitschaft 3.3.5 Produkterweiterung 3.4 Chancen und Risiken 3.5 Business Model Canvas 4 Stand der Umsetzung 4.1 Übersicht Anwendungsbeispiele 4.2 Whim 4.2.1 Geschäftsmodell 4.2.2 Produkt 4.2.3 Erfahrungen und Auswirkungen 4.2.4 Zukunft 4.3 UbiGo 4.3.1 Geschäftsmodell 4.3.2 Produkt 4.3.3 Erfahrungen und Auswirkungen 4.3.4 Zukunft 4.4 swa Mobil-Flat 4.4.1 Geschäftsmodell 4.4.2 Produkt 4.4.3 Erfahrungen und Auswirkungen 4.4.4 Zukunft 4.5 SBB Green Class 4.5.1 Geschäftsmodell 4.5.2 Produkt 4.5.3 Erfahrungen und Auswirkungen 4.5.4 Zukunft 4.6 Zusammenfassung der Praxisbeispiele 5 Weiterentwicklung und Ergänzung um branchennahe Dienstleistungen und Produkte 5.1 Weiterentwicklung 5.1.1 Roaming 5.1.2 Gamification und verhaltensbeeinflussende Maßnahmen 5.1.3 Ticketportfolio 5.1.4 Verhältnis Sharing und Owning 5.2 Ergänzung um branchennahe Dienstleistungen und Produkte 5.2.1 Versorgungs- und Immobilienbranche 5.2.2 Finanz- und Versicherungsbranche 5.2.3 Medienbranche 5.2.4 Lokale Gastronomie und lokaler Einzelhandel 5.2.5 Lieferservices und Logistik 6 Schlussbetrachtung 6.1 Zusammenfassung 6.2 Offene Forschungsfelder 6.3 Schlussfolgerungen und Ausblick Anhang Literaturverzeichnis

Transport and travel is necessary for our society to function. Today, the privately owned car stands for more than half of all personal trips in Sweden. In the last couple of years researchers have highlighted the idea that personal transport is facing a paradigm shift, which means a reduction in the use and dependent of the privately owned car and an increased focus on individuals buying their Mobility as a Service (MaaS). MaaS is described as an integrated mix of different mobility services which are arranged in the form of customized mobility packages to the customer. These mobility packages can be compared to a mobile phone subscription, which includes various mobility services, such as train, bus, subway, taxi, carpool, etc. in various amounts depending on the individual's changing needs. The individual can take care of their own travel planning, booking and payment via an app in their smartphone. What distinguish MaaS from other mobility services is that the customer can travel from door-to-door instead of a predefine station to another. There have been various Maas projects around the world in order to increase understanding of the concept of MaaS, there is still a lot of unanswered questions and researchers would like to see more studies in the field, in order to find factors that are important and vital to the concept MaaS. The aim of the thesis is to: Discuss some competences that may be significant for the further development of the concept Maas in Sweden and discuss potential challenges that may arise at further development of the concept MaaS in Sweden. This study is based on previous research and experiences and thoughts on the concept MaaS from various stakeholders with knowledge and experience of the concept. This study has an abductive approach. Primary data were obtained through qualitative semistructured interviews with eight people who have knowledge and experience of the Maas. The main conclusions in this study is that the competences that are most important in the development of MaaS is collaborative skills and competences required to create an attractive mobility package based on customer needs. One challenge identified in this study is the challenge of creating individualized mobility package in which different types of mobility services are integrated. Another challenge can arise when public and private organizations collaborate and when new organizations enter the transport network and try to cooperate with the established organizations / Transporter och resor är nödvändiga för att vårt samhälle ska fungera. Idag står den privatägda bilen för mer än hälften av alla personresor. Flera forskare har under de allra senaste åren lyft fram idén att persontransportsektorn står inför ett paradigmskifte, som innebär ett minskat användande och beroende av den egenägda bilen och ett ökat fokus på att individer köper sin förflyttning i form av en tjänst, Mobilitet som tjänst; Mobility as a Service (MaaS). MaaS beskrivs som en integrerad mix av olika mobilitetstjänster vilka arrangeras till kunden i form av skräddarsydda mobilitetspaket. Dessa mobilitetspaket kan liknas vid ett mobiltelefonabonnemang, där det ingår flera olika mobilitetstjänster, så som tåg, buss, tunnelbana, taxi, bilpool med mera i olika mängd beroende på individens skiftande behov. Via en app i en Smartphone sköter individen själv sin reseplanering, bokning och betalning. Utmärkande för en MaaS-tjänst är att kunden kan köpa tjänsten att bli förflyttad från den punkt där denne befinner sig till den punkt individen vill åka till. Det har genomförts olika MaaS-projekt runt om i världen i syfte att öka förståelsen för konceptet MaaS, frågorna inom detta område är ännu många och flera forskare menar att det skulle behöva göras flera studier i syfte att finna faktorer som är viktiga och avgörande för konceptet Mobilitet som tjänst. Syftet med examensarbete är att diskutera några kompetenser som kan tänkas bli betydelsefulla vid vidareutvecklingen av konceptet MaaS i Sverige samt diskutera möjliga utmaningar som kan uppstå vid vidareutvecklingen av konceptet MaaS i Sverige. Denna studie har en abduktiv ansats. Primärdata har insamlats genom kvalitativa semistrukterade intervjuer med åtta personer vilka har delvis olika kunskaper och erfarenheter av MaaS. De viktigaste slutsatserna som dras i denna studie är att de kompetenser som är mest betydelsefulla vid utvecklingen av MaaS är samarbetsinriktade kompetenser samt de kompetenser som krävs för att skapa ett attraktivt MaaS-bjudande utifrån kundens behov. En utmaning som identifieras i denna studie är utmaningen att skapa individanpassade mobilitetspaket i vilka olika typer av mobilitetstjänster ska integreras. En annan utmaning kan uppstå då offentliga och privata aktörer ska samarbeta samt då nya aktörer träder in i transportnätverket och ska samarbete med de etablerade aktörerna.

Background: Due to arising shifts in customers’ digital expectations, businesses need to adapt current strategies to dynamic environments in order to stay competitive in today’s digital era. These shifts, which are to set new directions for entire industries, is also known as a digital transformation. To digitally transform a firm entails both opportunities to thrive and challenges to face. The technological advances create a need for new roles and skills to be mastered. In addition, the rise of the sharing economy has led to the need for certain industries to adapt accordingly, including the car rental industry. Purpose: The purpose of this thesis is to contribute to the identification of necessary internal and external factors that firms need to consider in order to digitally transform their services. Further, this study aims to provide guidelines for firms aspiring to transform their service to become a MSP. Methodology: This study has adopted a qualitative research strategy and the design of a single case study of a car rental company. In order to collect empirical data, semi- structured interviews were conducted within related fields. Conclusion: The authors of this study have identified prominent internal and external factors within the fields of digital transformation and MaaS. In addition, the authors have come to the conclusion that the identified factors possess different levels of impact within each perspective, which is illustrated through a constructed analysis model. To conclude, this study has contributed with guidelines regarding possible strategies a traditional car rental company could implement in order to transform its business to become a MSP.

Mobility as a Service (MaaS) can potentially create positive impacts for sustainability and social equity: MaaS could steer user choices away from the private car, and increase access to transport options for all social groups. Though MaaS is not an entirely new concept anymore, in terms of user numbers, it remains a niche phenomenon. We aimed to identify factors that support or hinder MaaS use by focusing on the perspectives of both users and non-users, considering their personal situations, preferences, and needs. Specifically, we investigated under which circumstances MaaS can convince individuals to reduce the use of or discard their private car, using the theory of material possessions which asserts that the motives for (car) ownership are not only of an instrumental nature, but can also be symbolic and affective. We employed a qualitative research approach, focusing on the MaaS case in Berlin, Germany. Data was collected in 12 focus group sessions of 3 to 5 users and non-users, following a semi-structured guideline. The sessions were recorded, transcribed and analyzed using qualitative content analysis. Results show that socio-economic factors play a smaller role than expected, and use cases center around non-habituated trips. The added value of MaaS compared to regular transit apps was often difficult to discern or irrelevant. Even if MaaS provided perfect service and functionality, certain groups of car users would still not consider it, due to the vehement symbolic and affective motives associated with the private car. How ever, we found that individuals can associate symbolic and affective motives with MaaS as well. The most prominent lever for MaaS to contribute to a more sustainable mobility system seems to be emphasizing these MaaS related motives as well as the car as a burden, a burden which can be lifted by using MaaS.

MaaS (Mobility as a Service) beskrivs ofta som ett framväxande digitalt koncept för att hantera framtida mobilitets- och hållbarhetsutmaningar. Konceptet är emellertid ett relativt nytt fenomen som fortfarande är i sitt utvecklingsstadie, där fokus har hamnat på att övertyga användare till att välja MaaS över privat fordonsägande. I denna övertygelse har dock minoritetsgrupper som människor med fysisk funktionsnedsättning prioriterats bort. Litteratur inom området lyfter människor med fysisk funktionsnedsättnings upplevda frustrationer som följd av denna problematiska bortprioritering, men att dessa beskrivningar är väldigt övergripande. Genom en kvalitativ intervjustudie med åtta respondenter har en ökad och mer djupgående förståelse för människor med fysisk funktionsnedsättnings subjektiva förstahandsupplevelser av att använda olika mobilitetstjänster kunnat skapats, vilket också är syftet med denna studie. Genom denna kunskap från insamlad empiri tillsammans med insikter från litteraturstudien har två designimplikationer identifierats och utforskats: Digital informationsdistribuering och Rättvisa premisser.  Dessa designimplikationer är ämnade att användas vid både utveckling av nuvarande mobilitetstjänster med tillhörande digitala applikationer och vid framtidens visioner av att integrera flertalet mobilitetstjänster i en gemensam digital plattform, exempelvis MaaS. Designimplikationerna blir således viktiga att ta hänsyn till för att främja ett mer inkluderande samhälle, där dessa typer av mobilitetstjänster och framtida koncept inte exkluderar någon, både vad gäller själva användandet av tjänsterna och vid utvecklingen av dem. / MaaS (Mobility as a Service) is often described as an emerging and innovative digital concept for handling future mobility and sustainability challenges. However, the concept is a relatively new phenomenon still in its development stage, focusing on convincing users to choose MaaS over private vehicle ownership. In this belief, however, minority groups such as people with physical disabilities have been less prioritized. The literature review highlights the perceived frustrations of people with physical disabilities due to this problematic deprioritization, but these descriptions are deficient. Through a qualitative interview study with eight respondents, an increased and more in-depth understanding of the subjective first-hand experiences of using mobility services by people with physical disabilities has been created, which is also the purpose of this study. From this knowledge from collected empirical data and insights from the literature study, two design implications have been identified and explored: Distribution of digital information and Fair premises.  These design implications are intended to be used both in developing current mobility services with associated digital applications and in future visions of integrating the majority of mobility services in a common digital platform, for example, MaaS. The design implications thus become essential to consider in order to promote a more inclusive society where these types of mobility services and future concepts do not exclude anyone, both in terms of the actual use of the services and their development.