Managing the Disruption of Mobility Services: How to align the value propositions of key ecosystem players

Abstract

, and many open questions remain about how local authorities should support its emergence. One key challenge relates to decomposing the focal offering of the MaaS ecosystem into complementary value propositions for key players in the industry. This paper presents the results of a constructive design research project, building on interviews with a leading MaaS provider, as well as stakeholders representing national and local authorities in four European cities. The findings emphasize the need to balance a shared desire to disrupt conventional ways of offering mobility services against reluctance to overturn the industry’s public and private incumbents. The co-design framework that results serves to summarize five steps that enable MaaS by guiding strategic interaction between local authorities and various players in the mobility ecosystem. In addition, the article builds on ecosystem research insights and emphasizes the need to align value propositions among multiple stakeholders. The study suggests that the mobility sector provides a prominent empirical context for future ecosystem research.