What is Mobility-as-a-Service and why MaaS matters for your mobility business?
May 17, 2024
min. read
What is Mobility-as-a-Service and why MaaS matters for your mobility business?
MaaS is short for Mobility-as-a-Servive, and simply put, it combines various mobility options into a single unified mobility app for a city or region.
Today, we have more options for getting from point A to point B than ever before. Vehicle-sharing, ride-hailing, and all sorts of rental services for all types of transports have grown deeply ingrained in our day-to-day lives, fundamentally changing how we choose to move and commute through cities.
But, as we all know, quantity doesn't necessarily equal quality. Just because there are many more options for transportation, doesn't mean that they're the most effective for getting where you want to go:
- Crossing an entire city on a scooter will quickly become costly and exhausting.
- Renting a car may still have you stuck in traffic.
- Commuting with a rental moped may be less environmentally friendly than potential alternatives, e.g. public transportation.
- Managing half-a-dozen applications to find the best deals also gets tiresome.
That's where MaaS comes in.
In what follows, we'll take a closer look at what is Mobility-as-a-Service, explore some examples of MaaS implementations, and how MaaS may impact your own mobility business.
Mobility-as-a-Service definition
MaaS solutions integrate various forms of transport services into a single multimodal mobility service accessible on demand. These different transport forms include public transport, as well as ride, car-sharing, and bike-sharing, and others.
Multimodal simply means that users can combine various types of mobility when planning their journeys, e.g. taking a bus for the first leg of the trip and then hopping on a scooter for the last mile.
MaaS has been the talk of the mobility industry for years now and the Mobility-as-a-Service market size is projected to grow explosively over the coming years, especially in the Asia Pacific region.
What are the benefits of Mobility-as-a-Service?
Multimodality is one of the main ones for end-users. Others include a single payment system and general ease-of-use made possible by having multiple mobility services under one roof.
Typically, there are different payment plans available – a monthly subscription model with a fixed monthly fee or “pay-as-you-go” model, where each booked trip is priced separately.
But MaaS is not JUST a mobility service aggregator for city dwellers.
The primary client of a MaaS solution is the municipality. A MaaS solution is first and foremost intended as a way for a city to modernize and gain control over its mobility networks and data.
MaaS lets the local government offer a convenient mobility solution, while equipping the city with insight on transit data, movement flows, and mobility preferences. It also empowers the city to nudge desirable traveler behavior, i.e. promote certain modes of mobility.
For example, the city might subsidize discounts for an integrated bike rental solution during the summer to encourage people to choose cycling over other types of transportation.
MaaS brings together both public and private players – MaaS platform developers, mobility service providers, public transport authorities, and others – and project ownership typically lies with a public institution, hence it may be inaccurate to speak of a general Mobility-as-a-Service business model.
While individual mobility providers may profit from integration as it allows them to reach a broader audience, the MaaS project as a whole will usually operate at a loss. After all, at its core lies public transportation and its core purpose is to improve quality of urban life, not make profit.
Still, MaaS comes in all shapes and sizes, so what are the models of Mobility-as-a-Service? Let's explore this through some examples.
Mobility-as-a-Service examples
One textbook example of a MaaS solution is Berlin's Jelbi. Created by Trafi and Berlin's public transport authority BVG, it brings together every kind of public and shared mobility – ready to be booked in a moment’s notice right from the app.
With Jelbi, Berliners can easily plan multimodal journeys, buy public transport tickets, and pay for services with all the most popular payment methods. With public transport as the backbone, Berlin has built mobility hubs – physical stations across the city, where people can switch from public transport to shared mobility – to facilitate convenient multimodal transport and encourage people to leave their cars at home.
Trafi was also behind yumuv in Switzerland, which was one of the first that trialed a regional MaaS solution with subscriptions connecting the three cities of Zurich, Bern, and Basel. Though it was only a research project, its ambitious scope spells the potential future of MaaS – a country-wide mobility solution accessible from a single app.
In fact, such a solution has already seen the light of day – glimble. Created by another major player in the MaaS development scene, Moovit, glimble enables easy travel within the Netherlands, offering most of the same benefits as Jelbi, but on a national scale.
A MaaS solution done differently
Technically, if we look at MaaS as a unified multimodal mobility app, then Google Maps also qualifies as a MaaS solution, though it stands out for its global scope and not being tied to any particular city.
Google has proactively partnered with micro mobility partners in various regions, has integrated public transport timetables, and done more to offer a convenient route planning solution. However, the lack of payment integrations and minimal adaptation to local markets makes Google Maps more of a map application with some MaaS capabilities, rather than a full fledged MaaS solution. By the way, are you aware that ATOM Mobility customers can easily showcase their vehicles on Google Maps for free?
Why does MaaS matter to your shared mobility business?
If you're a micro mobility service provider and your city is mulling over launching a MaaS solution, it may be wise to get your foot in the door. Having your service integrated within the city mobility app confers various benefits.
For one, it enables you to reach more people. Being on the city's MaaS app will expose your service to commuters that might otherwise elect to choose other modes of transportation. It also helps overcome a critical adoption barrier – people will be able to conveniently use and pay for your solution, without having to download and sign-up on your individual app.
Secondly and continuing the previous point, it's potentially free advertising. Cities are invested in maximizing their MaaS solution's adoption and spend significant resources in popularizing it. As a result, partnering service providers can piggyback on the marketing efforts of the public transport authority.
Thirdly, it embeds your business with an additional layer of legitimacy. Namely, your solution being chosen by the city gives it an air of “official”ness, especially if your competitors aren't on it. Once again, this may help attract more users.
MaaS – an evolution in urban mobility
MaaS lets cities and their citizens take control over a rapidly evolving mobility landscape. With so many different types of transportation and dozens of companies competing over customers, it can all get a bit hectic.
At the end of the day, finding the best way – be it quickest, cheapest, or environmentally friendliest – is in the interests of both cities and travelers and that's exactly what MaaS tries to offer.
Whether MaaS will become a standard across cities is yet to be seen, as MaaS companies, much like other large-scale mobility businesses, continue to struggle to reach profitability with Finnish startup MaaS Global recently filing for bankruptcy. Still, the technology behind it was snatched up soonafter by Dutch MaaS company umob, signalling faith in the MaaS project at large.
So, if you're a mobility service provider, MaaS is something that you shouldn't ignore.
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What makes a strong driver app and why it impacts growth
🚗 A weak driver app slows down operations and pushes drivers to other platforms. In ride-hailing, drivers switch apps fast. If the experience is confusing, slow, or unreliable, they leave. That means fewer completed rides and higher costs for operators. A strong driver app improves navigation, keeps ride flow steady, makes earnings clear, and helps drivers stay longer. This article explains what actually matters in a driver app and how it affects your ability to grow and scale.
April 29, 2026
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In any ride-hailing or mobility business, the driver app is a great tool. However, it is also the main interface drivers use every day to accept rides, navigate, track earnings, and communicate with the platform. If the experience is slow, confusing, or unreliable, drivers leave. If and when that happens, operations suffer immediately.
This is why driver experience has become an important factor in platform performance. According to industry insights, driver churn remains one of the biggest challenges in ride-hailing, with platforms needing to continuously recruit and onboard new drivers to maintain supply. The 2025 Gig Driver Report found that 68% of gig drivers use two or more platforms every month, which shows how easily drivers switch between apps when the experience, earnings, or payout process feels better elsewhere.
A well-built driver app does more than support operations. It improves efficiency, increases completed trips, and helps build long-term driver loyalty.
The driver app is the core of daily operations
Drivers rely on the app for almost everything during a shift. It needs to work reliably in real conditions, including high demand, long hours, and unstable connections.
A modern driver app should allow drivers to:
- Accept and manage ride requests
- Navigate easily using popular apps such Waze or Google maps
- Track earnings in real time
- Easily understand interfacen and buttons
- Control availability and working hours
Solutions like the ATOM Mobility driver app bring all of this into one system, reducing friction and making daily work simpler for drivers. When everything works in one place, drivers spend less time solving issues and more time completing trips.
Navigation and dispatch directly affect earnings
Accurate navigation and smart ride assignment are two of the biggest factors affecting driver productivity.
Drivers need to:
- Find pickup points quickly
- Follow efficient routes
- Avoid unnecessary idle time
Even small improvements in routing and dispatch can make a difference. Better routing reduces wasted time and fuel use, which improves both driver earnings and operational efficiency across the platform.
At the same time, automated dispatch ensures drivers receive rides consistently. Features like back-to-back trip assignments reduce downtime and keep drivers active throughout their shift.
Payments and transparency build trust
Drivers want clarity when it comes to earnings. If payouts are delayed or unclear, trust drops quickly.
A good driver app should show:
- Earnings pe each trip
- Daily, weekly and monthly totals
Clear earnings tracking reduces disputes and gives drivers confidence in the platform. It also simplifies operations for companies managing large fleets.
Driver experience and retention are directly connected
Driver experience is closely linked to retention. Small issues like unclear earnings, poor navigation, bad UI or inconsistent ride flow can push drivers to another platform.
This is why long-term retention strategies matter, especially in competitive markets where drivers have multiple options, as explained in how to retain drivers on your ride-hailing platform long term.
Platforms that invest in driver experience early reduce churn and avoid constant recruitment costs.
The driver app is part of a larger platform
The driver app does not exist on its own. It is part of a broader system that includes rider apps, dispatch tools, analytics, and payment systems.
Most operators today do not build these systems from scratch. Instead, they launch using ready-made platforms where all components are connected, including the driver app, as explained in this guide on building a personalized white-label taxi app.
This approach allows companies to launch faster and scale without rebuilding core infrastructure.
Driver experience should match your business model
Not all ride-hailing platforms are the same. Some focus on premium services, others on affordability, and others on specific local markets.
The driver app needs to support that positioning. Features, pricing logic, and workflows should reflect the type of service being offered, which is explored further in this article on finding your niche in the ride-hailing market.
When the product and the business model align, both drivers and passengers have a clearer experience.
Continuous improvement matters
Driver expectations continue to evolve. Features that were once optional are now standard.
Platforms that continue to improve their tools and workflows stay competitive longer. Many of these improvements come from real operational challenges, as seen in recent updates highlighted in ATOM Mobility’s latest platform features.
Small improvements in daily workflows can have a large impact when applied across hundreds or thousands of drivers.
The driver app is one of the most important parts of any mobility platform. It affects how drivers work, how much they earn, and whether they stay.
A reliable and well-designed app improves daily operations, reduces friction, and helps platforms scale more efficiently. It also builds long-term driver trust, which is one of the hardest things to maintain in a competitive market.
As mobility businesses continue to grow, the quality of the driver app will remain one of the key factors that determines whether a platform can scale successfully or struggles with constant churn.
Blog
Why taxi companies fail in 2026 (spoiler: It’s marketing)
Most taxi companies don’t fail because of tech - they fail because no one knows they exist 👀 In today’s market, competing with Uber isn’t about features, it’s about demand. 📈 No brand, random marketing, “Later” mindset results in low utilization & slow growth. In this article, we break down the most common mistakes - and how to build a marketing system that actually drives rides 🚀
April 13, 2026
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Most taxi and ride-hailing companies don’t fail because of bad technology. They fail because no one knows they exist. In a market shaped by players like Uber, demand is no longer something that “just happens.” It’s engineered. Built. Optimized. Repeated.
Yet many operators still treat marketing as something secondary - something to figure out after the launch, after the fleet is ready, after drivers are onboarded. By then, it’s already too late.
A common pattern we see is this: a company launches with a functional product, maybe even a solid operational setup, but without a clear brand or acquisition strategy. A few campaigns are tested, some budget is spent across different channels, but nothing is consistent. There is no clear positioning, no defined audience, and no system to measure what actually works.
The result is predictable. Growth is slow, utilization stays low, and pressure starts to build. At that point, marketing becomes reactive - driven by urgency rather than strategy. Discounts increase, experiments multiply, and costs rise faster than revenue.
This is where many businesses lose control of their unit economics.
Why bad marketing happens
Poor marketing rarely comes from a lack of effort. It usually comes from wrong priorities. Many operators believe they have more urgent problems to solve - fleet, drivers, operations - and that marketing can wait. It feels logical in the short term, but in reality it’s a short-sighted decision that creates much bigger problems later.
Another common issue is lack of direction. Marketing activities exist, but they are scattered and unstructured. There is no clear target audience, no defined positioning, and no consistent brand language. Without that foundation, even well-funded campaigns struggle to deliver results.
This is where the gap between smaller operators and companies like Uber becomes obvious. The difference is not just budget - it’s clarity. They know exactly who they target, how they communicate, and how they measure success.
Without that clarity, marketing becomes noise. And noise doesn’t convert.
When marketing is treated as optional
In early stages, many companies treat marketing as a “nice to have.” Budgets are allocated to everything else first, and whatever remains is used for promotion - if anything is left at all. The assumption is simple: launch first, invest in marketing later.
The same thinking often leads to another mistake - launching with a weak or non-existent brand. A generic app, no clear identity, no differentiation. It may save money initially, but it creates a much bigger problem: people don’t remember you, and you can’t build demand around something that has no identity.
At some point, reality catches up. Growth is slower than expected, revenues don’t match projections, and pressure builds. That’s when companies switch into reactive mode. Marketing becomes urgent instead of strategic. Discounts increase. Random campaigns are launched. Budgets are spent faster, but results don’t improve. Panic replaces planning - and panic-driven marketing almost never works.
How to build a marketing system that actually works
Forget random marketing. It doesn’t scale. If you want predictable growth, start here:
- Map all key marketing activities needed to generate demand (which 2-3 channels you will use to attract users?)
- Define your target audience and core differentiation (how you are different from others?)
- Set a realistic marketing budget upfront
- Work with professionals who understand mobility (execution matters)
- Focus on a few channels that actually convert
- Track core KPIs: installs → first ride → retention
- Continuously adjust based on real data, not assumptions
The earlier you build this system, the faster you reach profitability.
How ATOM Mobility helps operators grow
At ATOM Mobility, we’ve seen this dynamic across hundreds of mobility businesses globally. The difference between those who scale and those who stall rarely comes down to technology alone. Execution is what separates them.
That’s also why we expanded beyond software and, together with industry experts, launched a dedicated marketing service to support operators directly.
We help mobility businesses go from zero to scalable demand - covering go-to-market strategy, branding, performance marketing, app store optimization, and continuous growth management, all tailored specifically for ride-hailing and taxi operators.
👉 Learn more and see how we can support your growth:
https://www.atommobility.com/marketing-agency
Driver App demo credentials - Email: test@atom.com, Password: driver
