MaaS Industry Trade Mission

| January 12, 2017


(16.9.27, 11:00-5:00pm, at Next Energy in Detroit)

SMART and Next Energy engaged Michigan-based industry and public sector movers for this invitation-only event. It enabled attendees to interact with globally recognized mobility pioneers to hear first-hand their successes and challenges in implementing MaaS enterprises and systems. The delegation included senior officials from Finnish, and Swedish government and research entities, who along with other local and global MaaS industry movers and thought leaders shared technological and commercial best practices to help propel this transformation forward providing new market opportunities and smarter mobility solutions for all.

See agenda for the day


Summary of panels

“Global MaaS Trailblazers” (Panel)

Raine Hermans (TEKES, Finland), Filip Kjellgren (VINNOVA, Sweden), Steven Sarasini (Viktoria Swedish, ICT), Jana Socher (UbiGo, Chalmers Univ of Tech)

  • Key Ideas:
    • Democratization of transport services
    • Understand people’s motives, behaviors, and needs for travel
    • Identify components of public-private partnerships that make MaaS projects possible
  • Opportunities:
    • If we can prove MaaS is efficient in Nordic markets it can be implemented elsewhere with chances of success
    • Works best in communities with buy in from all stakeholders (i.e. policy, planners, community leaders, Research Institutions, OMEs, SMEs exc.)
    • Public procurement – catalyzing things inexpensively (can be barrier as well). UbiGo showed that.
  • Barriers:
    • SMEs working with public (who is in ‘drivers seat’?)
    • Relationship with OMEs
    • How do we scale? Especially on local level
    • Institutional barriers – how to work on a systems level
    • Need to spread awareness to public for community buy in
    • Need for empirical data
    • Who will do what from each different sector?
    • Elements as enablers of inhibitors (regulatory framework)
  • Next steps:
    • Need for more projects
    • ‘Puzzle of life’, not just moving from a->b but a full mobility network
    • Need for more research and empirical data
    • What role does design play in moving minds? (i.e. UbiGo design made people think of options)


“Pure Michigan Mobility” (Panel)

Janet Atarian (City of Detroit Planning Department), Graig Donnelly (Wayne State University), Glenn Stevens (MICHauto), Moderator: Jean Redfield (Next Energy)

  • Key Desires:
    • Transport demand management & planning
    • Improve infrastructure (street lights, sidewalks, signs, signals, crosswalk countdowns)
    • Rethink the city’s planning needs
    • Motor City – Mobility City
    • Regionalism -> (3 parts) common vision, projects vs. systems, culture & attitude changes
    • Solving for deficiencies in mobility infrastructure
    • Shared Use Mobility Plan
  • Opportunities:
    • Mayor Mike Duggan is a strong leader
    • Paratransit system: feed into neighborhoods, (first and last mile opportunity)
    • Detroit Revitalization Fellows – position with Wayne State Office of Economic Development that works on facilitating projects
    • DDOT buses free to Wayne State Freshman and reduced fare as they continue education
    • RTA plan (Voting in November 2016)
    • Build up our startup & design ecosystem
      • Policies to attract people to set up shop here
      • City can eliminate barriers for entry
      • Designing own workforce from our community
      • Create advanced manufacturing space
    • Detroit Technology Exchange
  • Barriers:
    • Lack of basic infrastructure to build up mobility efforts
    • How to bring small projects together to form a more cohesive system
    • Low city bus subscription (~2,000/month?)
    • Paratransit system: disconnected routes, 40 different providers
    • Need for more advocacy
    • Traffic lights – 5 different jurisdictions layers for traffic signals (disjointed infrastructure)
    • Unnatural competition between cities
    • Lack of data – bus routes, scheduling, users
    • Lack of research
    • Impact of New Mobility on car industry
  • Next Steps:
    • Paratransit system: Build upon this, pay before going turn-style
    • Universal fare card
    • Grow universal vision
    • Scaling up projects
    • “Vision 0” – 0 pedestrian deaths/10 years
    • Advocacy
    • Survey for mobility to understand community perspective, use, and need
    • Facilitate growth of small projects into larger system with common goals
    • Build up our startup & design ecosystem
      • Policies to attract people to set up shop here
      • City can eliminate barriers for entry
      • Designing own workforce from our community
      • Create advanced manufacturing space
      • More Startups from Detroit/Michigan


“MaaS for the Masses” Meeting Industry Trailblazers in Michigan (Panel)

Scott Collins (Bedrock), Gary Streelman (Magneti Marelli), Terry Duncan (Mahinda Genze), Sharifa Alcender (Henry Ford Health System) (Panel)

  • Key Desires:
    • Supporting the parking and mobility needs of consumers from a business perspective
    • Building private-public partnerships to support these needs
    • Streelman:
      • Work on parts, components, services & software
      • Cellular network, tech -> vehicles requires directly
  • Opportunities:
    • Urbanizing Metro Detroit area
    • New communities moving into Detroit
    • Making shared use transit an incentive (away from single occupancy vehicles)
    • Over time, parking hubs
    • Streelman:
      • Less vehicles on the road, but those used are used for a longer time
      • Need to make these more efficient, sustainable, & high performing
      • V2V, autonomous activity
      • Connection with OMEs
    • Duncan:
      • Students offer good consumer group for shared scooter services
      • Many do not want to own a car, but scooter service offers good alternative
    • Alcender:
      • Public-private payer models to get better care and treatment
      • Tapping into MaaS SMEs & Startups for partnerships
  • Barriers:
    • Lack of standardized cost/benefit service – if price is based on savings we need to find who pays
    • Business model challenge defined by different entities
    • Duncan:
      • Insurance – who is reliable? Has stopped implementation of service in Metro Detroit Area
    • Regulations & policy
    • Alcender:
      • Rapidly aging society with extra needs (health, mobility, disability)
      • Unreliably current transit system supporting patients
      • Policies that exclude inclusion of some neighborhoods into transit system
      • Health implications of unreliable transport services
        • Waiting with oxygen tanks, vulnerable immune systems, navigating environments with disability, risk of infection
      • No basic infrastructure for people to get from homes to transport stops (sidewalks, street lights, reliable schedule)
      • People use ambulances as transportation for non-medical emergencies= huge cost
      • Patients with high need who live alone
      • Inducements – transit services viewed in policy as an incentive
    • Collins:
      • Affordability and accessibility of parking
      • Need to support parking needs for tenants in residential and business space
      • Heavy increases in parking costs per car/month as property value rises in Detroit
      • ~30,000 employees to support parking and mobility needs
      • Staff parking in city lots often park far from office and take shuttle in (sometimes 3-4 miles away)
  • Next Steps:
    • Collins: Gilbert’s Brush Park project
    • Alcender: Connecting with SMEs for more supportive ride sharing services
    • Parking hubs equipped with other needs? (i.e. farmers markets, urban farms in the hubs)
    • Democratization of transportation – pay for what you want when you use it and need it



Category: Sept 2016

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