Early implementations show promise with potential applications in super apps, real estate, and healthcare sectors, among others.
Envisioned as an innovative approach to transportation that integrates various mobility options into a single platform, Mobility-as-a-Service (MaaS) has been hobbled by slow adoption, financial constraints, and a failure to significantly alter modal share. One of the major shortcomings of MaaS platforms is that they have not been able to include the private car as part of their modal mix, resulting in the inability to integrate seamlessly into consumers’ daily digital interactions.
Against this background, the emergence of Mobility-as-a-Feature (MaaF) – a concept devised by David A. Hensher and Sampo Hietanen – represents a paradigm shift, embedding transportation solutions directly into existing platforms such as insurance applications, e-commerce sites, and hotel booking services. This approach is poised to incorporate mobility as an inherent element of daily life rather than a separate service. While still in its infancy, MaaF’s integration into various industries is already beginning to demonstrate its transformative potential.
However, widespread adoption will depend on the strategic alignment of regulatory frameworks, technological infrastructure, strategic partnerships, consumer readiness, and public sector support. The successful convergence of these factors will determine the scalability and long-term sustainability of MaaF solutions.
Mobility as a Natural Extension of Digital Ecosystems
Frost & Sullivan projects the MaaF market to reach $1.24 trillion by 2030, reflecting the vast potential of integrated mobility solutions. Unlike MaaS, which primarily exists as a standalone application, MaaF takes a more embedded approach, leveraging existing platforms to enhance the user experience. Super-apps serve as a forerunner to MaaF, mimicking its functionalities by offering transportation options alongside other digital services.
The fundamental difference between MaaS and MaaF lies in their operational scope. While MaaS focuses exclusively on transportation through dedicated platforms, MaaF extends beyond mobility, integrating transportation solutions into diverse digital services such as retail, hospitality, and healthcare. This shift reflects a growing recognition that mobility should be a natural extension of digital ecosystems rather than an isolated service.
To learn more, please access: The Evolution from Mobility-as-a-Service to Mobility-as-a-Feature, Benchmarking of Key Cities and Their Transport Development Strategies, or contact sathyanarayanak@frost.com for information on a private briefing.
Early Implementations Highlight MaaF’s Potential
The MaaF model presents numerous opportunities across various industries. Potential applications range from super-app integrations and retail partnerships to mobility-enabled business parks, educational institutions, airports, and healthcare facilities. Each presents prospects for a combination of public transport, car sharing, P2P car sharing, ride-hailing, ridesharing, demand responsive transit (DRT), micro-mobility sharing, autonomous shared, and cars.
Multiple industries, including healthcare, real estate, and tourism, among others, stand to benefit from MaaF integration. Healthcare providers, for instance, can integrate MaaF into patient management systems, ensuring reliable transport to medical appointments. In tourism, MaaF-powered platforms can improve the visitor experience by integrating real-time transportation options within hotel booking and itinerary planning platforms. Retailers and business parks can incorporate shared mobility services, offering customers and employees seamless transit solutions that boost both convenience and efficiency.
Early implementations are already emphasizing MaaF’s potential. In Australia, electric mobility hubs are being blended into real estate developments through Ohmie GO Envoy. Lidl stores across Ireland have deployed over 100 GoCar vehicles for shared use. In Germany, Munich’s RideBee and SSV Jahn Regensburg have introduced MaaF-integrated public transport options for event attendees. Lage Weide business park in the Dutch city of Utrecht has established mobility hubs with eBike access, while in the U.S., the state of Mississippi’s partnership with Uber Health aims to improve healthcare accessibility.
Meanwhile, business models for MaaF are still evolving but are expected to follow similar patterns to those in other digital integrations. For example, subscription-based models could provide users with bundled mobility services upon payment of a recurrent fee, while platform-fee structures could allow companies to monetize mobility integrations within their applications. Revenue streams may also emerge through partnerships with mobility providers, leveraging data insights to enhance pricing and service offerings.
Our Perspective
The transition from MaaS to MaaF represents a fundamental evolution in the mobility landscape, shifting from standalone transportation services to an integrated, feature-driven approach with a focus on enhanced user experiences.
For MaaF to realize its full potential, stakeholder collaboration between mobility providers, technology companies, and platform operators will be crucial. This will be the bedrock to delivering a seamless user experience and accelerating adoption.
Innovation will also be crucial to positioning MaaF as a core component of urban mobility. Integrating MaaF services into city apps will enhance accessibility, while strategic collaborations with local businesses will create compelling incentives for users. Partnerships with retailers, restaurants, and entertainment venues will drive engagement and brand loyalty by embedding MaaF into everyday consumer activities. Expanding these alliances to corporate mobility solutions and bundled services will strengthen customer acquisition and retention.
By leveraging advanced analytics and AI-driven personalization, MaaF providers can enhance user engagement. For instance, data-driven insights will support personalized location-based marketing and predictive recommendations even as smart parking solutions can dynamically allocate spaces based on real-time occupancy trends.
Integrating digital journey planning as a feature rather than a standalone service enables broader applications. Instead of being a resource burden or commercial risk, it becomes a value-added component that enhances user engagement and attracts more customers.
Mobility serves as a facilitator rather than the ultimate goal. Therefore, it makes more sense for mobility to be integrated into other services (MaaF) rather than the other way around. Ultimately, success will depend on delivering an exceptional user experience. For solutions to be scalable and sustainable, markets must be investable, supported by clear regulations and well-structured strategic incentives.
With inputs from Amrita Shetty, Senior Manager, Communications & Content – Mobility
