Estimation of joint value in mobility as a service ecosystems under different orchestrator settings

Abstract

Abstract Background Ecosystems aim to create joint value that is higher than the sum of the value added of the single companies combined. However, for Mobility as a Service (MaaS) ecosystems, the economic potential is not yet proven. This concurs with the definition of MaaS ecosystems and the debate about who should be the orchestrator – a private or a public entity. Purpose This article therefore delivers a first approach to quantify the joint value of publicly and privately orchestrated MaaS ecosystems. Methodology The value estimationations are based on potential user preference analysis combined with market simulation and different volume discounts granted to a private orchestrator in the agency. Findings The results show that due to the high costs of all ecosystem actors in this asset-heavy industry, no profits are made in all constellations. The least value is destroyed when a private orchestrator receives 2% discount. Thus, added value must be created, for example through data analysis and advertising. Cities and governments must hence reallocate subsidies and support all MaaS actors to build a viable ecosystem.

Keywords

• Conjoint analysis
• Mobility as a Service (MaaS)
• Ecosystems
• Joint value creation
• Orchestrator