Designing Mobility-as-a-Service business models using morphological analysis

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to disrupt incumbent business models, which makes it a crucial driver for the 47 jective is to combine the BMC approach with morphological analysis (Ritchey,71 2011), i.e. morphological boxes (Zwicky, 1967), in order to populate the BMC 72 building blocks. In previous work, Kley et al. (2011) use the morphological 73 box to assess business models for electric vehicles. We generate one morpholog-   114 We review the literature about drivers and barriers for MaaS implementation 115 to then outline previous work following the logic of the BMC. To enhance the 116 understanding of interdependencies and receive a better overview, we divide the 117 nine building blocks of the BMC into four categories: value proposition, infras-118 tructure, customer structure, and revenue structure (see Figure 1). The value 119 proposition is an own building block (Osterwalder & Pigneur, 2013). Infras-120 tructure contains key resources, key partners, and key activities (Osterwalder & 121 Pigneur, 2013). The customer structure includes customer relationships, cus-122 tomer segments, and communication channels (Osterwalder & Pigneur, 2013).

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The revenue structure subsumes cost structure and revenue streams (Oster-    The value proposition is the product or service that solves a problem customers 166 face or satisfies a certain need (Osterwalder & Pigneur, 2013). It is the sum 167 of benefits the company provides (Osterwalder & Pigneur, 2013). The core of   The key activities summarise the crucial activities to be executed by the    The customer relationships define the type of relationship the company de-  The revenue structure category comprises cost structure and revenue streams.    To address our research questions, we searched Scopus for journal, multi-277 volume reference works or reports since 2014, when the term was originally 278 coined by Hietanen (2014). We searched the title, abstract, and keywords for 279 "MaaS", "mobility as a service", "transport service", "mobility service", "plat-280 form mobility", "mobility platform", or "mobility concept". The documents 281 were required to include the term "business model" (see Appendix A.1 for the 282 search string). Of the 95 publications identified, we extract quantitative and 283 qualitative information about the understanding of MaaS relevant to business 284 model configurations. We pay particular attention to work that uses approaches 285 such as the BMC. We then classify this information into the relevant BMC build-286 ing blocks. 287 We follow the understanding of business models primarily being conceptual 288 and not financial models representing activities that are relevant for the com-  To test our framework, we apply it to four real-world use cases. We searched 319 test cases in different countries with different providers and offers in order         Figure 3 shows the characteristics and respective elements. The key partners comprise IT, mobility, and non-mobility service providers, reg-       We consider customer types, customer mobility styles, customer modality styles, 440 trip purpose, travel frequency, the spatial dimension, and non-mobility cus-441 tomers as characteristics. We distinguish private and business customer types.

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While customer mobility styles refer to long-term, modality styles refer to short-

Revenue Streams
Fares    Table 1 gives a comparative overview about the test cases and relevant el-  1 Yumuv has terminated its pilot by 31.12.2021 but the partners continue their work and currently examine possibilities to prospectively offer MaaS in Switzerland. Due to the rich information available, its broad range of modes integrated for booking and payment, and its approach across multiple cities, we still judge this case as very insightful for our application.

City
Operator    bargaining power of the local PT authority -or to find niche applications.

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The characteristic of each particular MaaS scheme differs from others in 709 terms of its objectives which influence how this specific scheme is populated.

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While the precise objectives might be manifold, the topology by Sochor et al.

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(2018) helps to categorise these. As the authors note, the customers and their

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The development of the framework also is a starting-point for future research. "mobility as a service" OR "mobility?as?a?service" OR "transport service*" 784 OR "mobility service*" OR "platform mobility" OR "mobility platform" OR 785 "mobility concept*" OR (mobility W/3 concept) ) AND ("business model*" OR 786 ("business model*" W/3 design) ) AND (transport OR mobility OR travel*))